Business communication

Company profile
LA21

Disusun oleh :
Lisia (2001539316)

Management Depatrment
School of Business Management
Binus University
2017
 CONTENTS

Cover ........................................................................................................
Contents ....................................................................................................
Representating AR....................................................................................
Motto..........................................................................................................
Vision & Mission ......................................................................................
 Vision .............................................................................................
 Mission ...........................................................................................

Product .......................................................................................................

 Product description .........................................................................

Target Market ...........................................................................................

Key Success ….........................................................................................

Market Analysis Summary ........................................................................

 Market Segmentation .....................................................................

 Karhoo Reality 4P Marketing Strategy ..........................................

Competitive Edge ......................................................................................

 Marketing Strategy .........................................................................

Integrated Marketing communication .......................................................

 6Ms .................................................................................................
 Marketing Channels ......................................................................

Appendix ..................................................................................................
 Representating AR

A. What is augmented reality?

Augmented reality (AR), is a live direct or indirect view of a physical, real-world environment whose
elements are augmented (or supplemented) by computer-generated sensory input such as sound, video,
graphics or GPS data. It is related to a more general concept called computer-mediated reality, in which
a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a
result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual
reality replaces the real world with a simulated one. Augmentation is conventionally in real time and in
semantic context with environmental elements, such as sports scores on TV during a match.

With the help of advanced AR technology (e.g. adding computer vision and object recognition) the
information about the surrounding real world of the user becomes interactive and digitally manipulable.
Information about the environment and its objects is overlaid on the real world. This information can be
virtual or real, e.g. seeing other real sensed or measured information such as electromagnetic radio
waves overlaid in exact alignment with where they actually are in space. Augmented reality brings out
the components of the digital world into a person's perceived real world. One example is an AR Helmet
for construction workers which displays information about the construction sites. The first functional AR
systems that provided immersive mixed reality experiences for users were invented in the early 1990s,
starting with the Virtual Fixtures system developed at the U.S. Air Force's Armstrong Labs in 1992.

B. Difference between augmented reality, virtual reality and mixed reality

The difference between augmented reality and virtual reality is the level of immersion. Virtual reality is
based upon a complete simulation of a real world environment which the user can explore and interact
with by means of a head mounted display (HMD) and input device, e.g. data glove. The user loses or
immerses themselves in this environment. But with augmented reality the user sees the real world but
with the addition of computer generated images which are overlaid on various objects within the real
world. They are still aware that they are in the real world as compared to the full immersion in a virtual
world. They use a device such as a smartphone or a wearable device – complete with a webcam – which
contains software that recognises an image and helps displays this onto an object. Virtual reality
replaces the real with the artificial whereas augmented reality enhances real life with artificial images.

Augmented reality is available via mobile phones in particular smartphones such as the iPhone. These
phones have GPRS which obtains information about a particular geographical location which can be
overlaid with tags etc. Images, videos etc can be superimposed onto this location.

Handheld devices such as smartphones and the iPad are other ways to use augmented reality. They
contain software, sensors, a compass and small digital projectors which display images onto real world
objects. Another option is a head mounted display (HMD) which is often used in virtual reality
applications.

An important issue is that of successfully integrating computer generated images within the real world.
They need to be realistic and useful to be of real benefit to the user.

Whereas mixed reality is certainly on the horizon and in 2017 we’re bound to see growth in this lane,
even if it comes from some of the current leaders in the VR or AR space. AR headsets have the capability
to become more immersive just as virtual reality headsets are already evolving to have the ability to see
the world around them, take HTC Vive for example.

The future of these technologies will likely merge, presenting users with an easy transition between a
completely virtual environment to an AR experience with virtual objects or characters in their actual
space.

This past year has been a big year for the world of Karhoo reality with tons of new additions between
software and hardware. In 2017 we can only expect this technology to flourish amongst the mainstream
audience and there are many new experiences anticipated to dominate the field across all industry
Augmented reality
Virtual reality
 Motto
“there's no limit to interactive worlds you can hold in the palm of your hand”

Vision & Mission

Vison
Make the better life with our futuristic technology and to help people to use technology effectively and
make people understand the benefits of our product

Mission
-Make Technology that can help people’s life
-Make people undestand what is AR and the benefit of it
-Making AR used in everyday life
-Making the most anticipated AR gadget in the world
 Products

A. Product description
 How Karhoo reality works

How does Karhoo reality work? Is it similar to virtual reality? It is similar in that the user views a series of
images via a pair of 3D glasses or a head mounted display (HMD). Karhoo reality glasses are worn in the
same way as virtual reality glasses in that they enable the wearer to interact with these images as part
of the overall experience. Karhoo reality, blurs the line between what's real and what's computer-
generated by enhancing what we see, hear, feel and smell.

On the spectrum between virtual reality, which creates immersive, computer-generated environments,
and the real world, Karhoo reality is closer to the real world. Karhoo reality adds graphics, sounds, haptic
feedback and smell to the natural world as it exists. Both video games and cell phones are driving the
development of Karhoo reality. Everyone from tourists, to soldiers, to someone looking for the
closest subway stop can now benefit from the ability to place computer-generated graphics in their field
of vision.

Karhoo reality is changing the way we view the world -- or at least the way its users see the world.
Picture yourself walking or driving down the street. With Karhoo -reality displays, which will eventually
look much like a normal pair of glasses, informative graphics will appear in your field of view, and audio
will coincide with whatever you see. These enhancements will be refreshed continually to reflect the
movements of your head. Similar devices and applications already exist, particularly on smartphones like
the iPhone.

 Technology in Karhoo reality

 Hardware

Hardware components for Karhoo reality are: processor, display, sensors and input devices.
Modern mobile computing devices like smartphones and tablet computers contain these elements
which often include a camera and MEMS sensors such as accelerometer, GPS, and solid state compass,
making them suitable AR platforms.
  Display

Various technologies are used in Karhoo Reality rendering including optical projection
systems, monitors, hand held devices, and display systems worn on the human body.

A head-mounted display (HMD) is a display device paired to the forehead such as a harness or helmet.
HMDs place images of both the physical world and virtual objects over the user's field of view. Modern
HMDs often employ sensors for six degrees of freedom monitoring that allow the system to align virtual
information to the physical world and adjust accordingly with the user's head movements. HMDs can
provide VR users mobile and collaborative experiences. Specific providers, such as uSens and Gestigon,
are even including gesture controls for full virtual immersion.

In January 2015, Meta launched a project led by Horizons Ventures, Tim Draper, Alexis Ohanian, BOE
Optoelectronics and Garry Tan. On February 17, 2016, Meta announced their second-generation
product at TED, Meta 2. The Meta 2 head-mounted display headset uses a sensory array for hand
interactions and positional tracking, visual field view of 90 degrees (diagonal), and resolution display of
2560 x 1440 (20 pixels per degree), which is considered the largest field of view (FOV) currently
available.

 Eyeglasses

AR displays can be rendered on devices resembling eyeglasses. Versions include eyewear that employ
cameras to intercept the real world view and re-display its augmented view through the eye piece and
devices in which the AR imagery is projected through or reflected off the surfaces of the eyewear lens
pieces.

 HUD

A head-up display, also known as a HUD, is a transparent display that presents data without requiring
users to look away from their usual viewpoints. A precursor technology to Karhoo reality, heads-up
displays were first developed for pilots in the 1950s, projecting simple flight data into their line of sight
thereby enabling them to keep their "heads up" and not look down at the instruments. Near eye Karhoo
reality devices can be used as portable head-up displays as they can show data, information, and images
while the user views the real world. Many definitions of Karhoo reality only define it as overlaying the
information. This is basically what a head-up display does; however, practically speaking, Karhoo reality
is expected to include registration and tracking between the superimposed perceptions, sensations,
information, data, and images and some portion of the real world.

CrowdOptic, an existing app for smartphones, applies algorithms and triangulation techniques to photo
metadata including GPS position, compass heading, and a time stamp to arrive at a relative significance
value for photo objects. CrowdOptic technology can be used by Google Glass users to learn where to
look at a given point in time.

In January 2015, Microsoft introduced HoloLens, which is an independent smartglasses unit. Brian Blau,
Research Director of Consumer Technology and Markets at Gartner, said that "Out of all the head-
mounted displays that I've tried in the past couple of decades, the HoloLens was the best in its
class.". First impressions and opinions have been generally that HoloLens is a superior device to the
Google Glass, and manages to do several things "right" in which Glass failed.

 Contact lenses

Contact lenses that display AR imaging are in development. These bionic contact lenses might contain
the elements for display embedded into the lens including integrated circuitry, LEDs and an antenna for
wireless communication. The first contact lens display was reported in 1999] and subsequently, 11 years
later in 2010/2011. Another version of contact lenses, in development for the U.S. Military, is designed
to function with AR spectacles, allowing soldiers to focus on close-to-the-eye AR images on the
spectacles and distant real world objects at the same time. The futuristic short film Sight features
contact lens-like Karhoo reality devices.

 Virtual retinal display

A virtual retinal display (VRD) is a personal display device under development at the University of
Washington's Human Interface Technology Laboratory. With this technology, a display is scanned
directly onto the retina of a viewer's eye. The viewer sees what appears to be a conventional display
floating in space in front of them.

 EyeTap

The EyeTap (also known as Generation-2 Glass) captures rays of light that would otherwise pass through
the center of a lens of an eye of the wearer, and substitutes synthetic computer-controlled light for each
ray of real light. The Generation-4 Glass (Laser EyeTap) is similar to the VRD (i.e. it uses a computer-
controlled laser light source) except that it also has infinite depth of focus and causes the eye itself to, in
effect, function as both a camera and a display, by way of exact alignment with the eye, and resynthesis
(in laser light) of rays of light entering the eye.

 Handheld

Handheld displays employ a small display that fits in a user's hand. All handheld AR solutions to date opt
for video see-through. Initially handheld AR employed fiducial markers, and later GPS units
and MEMS sensors such as digital compasses and six degrees of freedom accelerometer–gyroscope.
Today SLAM markerless trackers such as PTAM are starting to come into use. Handheld display AR
promises to be the first commercial success for AR technologies. The two main advantages of handheld
AR is the portable nature of handheld devices and ubiquitous nature of camera phones. The
disadvantages are the physical constraints of the user having to hold the handheld device out in front of
them at all times as well as distorting effect of classically wide-angled mobile phone cameras when
compared to the real world as viewed through the eye. Such examples as Pokémon
Go and Ingress utilize an Image Linked Map (ILM) interface, where approved geotagged locations appear
on a stylized map for the user to interact with.

 Spatial

Spatial Augmented Reality (SAR) augments real world objects and scenes without the use of special
displays such as monitors, head mounted displays or hand-held devices. SAR makes use of digital
projectors to display graphical information onto physical objects. The key difference in SAR is that the
display is separated from the users of the system. Because the displays are not associated with each
user, SAR scales naturally up to groups of users, thus allowing for collocated collaboration between
users.

Examples include shader lamps, mobile projectors, virtual tables, and smart projectors. Shader lamps
mimic and augment reality by projecting imagery onto neutral objects, providing the opportunity to
enhance the object’s appearance with materials of a simple unit- a projector, camera, and sensor.

Other applications include table and wall projections. One innovation, the Extended Virtual Table,
separates the virtual from the real by including beam-splitter mirrors attached to the ceiling at an
adjustable angle. Virtual showcases, which employ beam-splitter mirrors together with multiple graphics
displays, provide an interactive means of simultaneously engaging with the virtual and the real. Many
more implementations and configurations make spatial Augmented reality display an increasingly
attractive interactive alternative.
A SAR system can display on any number of surfaces of an indoor setting at once. SAR supports both a
graphical visualisation and passive haptic sensation for the end users. Users are able to touch physical
objects in a process that provides passive haptic sensation.

 Tracking

Modern mobile Karhoo reality systems use one or more of the following tracking technologies: digital
cameras and/or other optical sensors, accelerometers, GPS, gyroscopes, solid state compasses, RFID and
wireless sensors. These technologies offer varying levels of accuracy and precision. Most important is
the position and orientation of the user's head. Tracking the user's hand(s) or a handheld input device
can provide a 6DOF interaction technique.

 Networking

Mobile Karhoo reality applications are gaining popularity due to the wide adoption of mobile and
especially wearable devices. However they often rely on computationally intensive computer vision
algorithms with extreme latency requirements. To compensate for the lack of computing power,
offloading data processing to a distant machine is often desired. Computation offloading introduces new
constrains in applications, especially in terms of latency and bandwidth. Although there is a plethora of
real-time multimedia transport protocols there is a need for support from network infrastructure as
well.

 Input devices

Techniques include speech recognition systems that translate a user's spoken words into computer
instructions and gesture recognition systems that can interpret a user's body movements by visual
detection or from sensors embedded in a peripheral device such as a wand, stylus, pointer, glove or
other body wear. Some of the products which are trying to serve as a controller of AR Headsets include
Wave by Seebright Inc. and Nimble by Intugine Technologies.

 Computer

The computer analyzes the sensed visual and other data to synthesize and position augmentations.

 Software and algorithms

A key measure of AR systems is how realistically they integrate augmentations with the real world. The
software must derive real world coordinates, independent from the camera, from camera images. That
process is called image registration which uses different methods of computer vision, mostly related
to video tracking. Many computer vision methods of Karhoo reality are inherited from visual odometry.

Usually those methods consist of two parts. The first stage is to detect interest points, fiducial
markers or optical flow in the camera images. This step can use feature detection methods like corner
detection, blob detection, edge detection or thresholding and/or other image processing methods. The
second stage restores a real world coordinate system from the data obtained in the first stage. Some
methods assume objects with known geometry (or fiducial markers) are present in the scene. In some of
those cases the scene 3D structure should be precalculated beforehand. If part of the scene is
unknown simultaneous localization and mapping (SLAM) can map relative positions. If no information
about scene geometry is available, structure from motion methods like bundle adjustment are used.
Mathematical methods used in the second stage include projective (epipolar) geometry, geometric
algebra, rotation representation with exponential map, kalman and particle filters, nonlinear
optimization, robust statistics.[citation needed]

Augmented Reality Markup Language (ARML) is a data standard developed within the Open Geospatial
Consortium (OGC), which consists of XML grammar to describe the location and appearance of virtual
objects in the scene, as well as ECMAScript bindings to allow dynamic access to properties of virtual
objects.

To enable rapid development of Karhoo Reality Applications, some software development kits (SDKs)
have emerged. A few SDKs such as CloudRidAR leverage cloud computing for performance
improvement. Some of the well known AR SDKs are offered by Vuforia, ARToolKit, Catchoom
CraftAR Mobinett AR, Wikitude, Blippar Layar, and Meta.

 Karhoo Reality Devices

Karhoo Reality can be used on all screens and connected devices :

 Through mobile devices like smartphones and tablets, Karhoo Reality acts like a magic window;
through the viewer you can see holograms and manipulate 3D models. Hundreds of Karhoo
Reality apps are available on iPhone, iPad, and Android.
 On PC and connected TV players, Karhoo Reality works through a webcam and relayed through
the screen. This can be quite cumbersome when you have to manipulate a tracker in front of
your screen.
  On head mounted displays, glasses, and lenses, Karhoo Reality becomes a part of your entire
field of view, making for more life-like Augmented Reality experiences. It almost feels like
Ironman with the help of Jarvis.

 Karhoo reality trend

 AR headsets

Microsoft Hololens is currently leading the AR headset race, if there is such a competition. Hololens is
simply extraordinary as far as its capabilities as a working head mounted display. Despite the bigger
players in the space, Magic Leap for example, Hololens has been consistent in their development and
distribution.

In 2017 we can all clearly predict an upturn in adoption but Hololens will be used as an AR tool, outside
of the games and gimmicks, to increase the productiveness of users; especially in the work field.
Developers are already expanding the Hololens community, as apps like HoloMaps surface on the
platform. The adoption of HMDs will show us how the future of computing equates to everyday life!

 Mobile experiences will expand

AR has been introduced more publicly by Pokémon Go but just as broadly with Snapchat, the fun,
mobile experiences are only expected to become more popular in the coming year. The Nintendo game
from Niantic has shown both consumers and businesses that Augmented reality can activate users in
real-life through a mobile experience and this hasn’t gone unnoticed.

Brands are eager to jump on the Augmented reality train but they aren’t sure how to best use it to drive
user growth around their product. Yet, on the other hand, Snapchat is bringing in a consistent ad
revenue through augmented reality and that is a model that may be replicated in 2017.

 AR in Retail

“40% would be willing to pay more for a product

if they could experience it through Karhoo reality.”

 Retail Perceptions :
The rapid evolution of e-commerce has created a consistent channel for retailers and brands; giving
brick and mortar stores a run for their money. Still, many vendors have yet to create engaging, timely
experiences throughout the buyer’s journey.

“Mobile shoppers overtake desktop visitors to reach 61% of the total e-commerce traffic. But
conversions are still 63% lower for mobile when compared to desktop,” according to a 2016 mobile
commerce study from Unbxd. augmented reality (AR) is the new age innovation that is filling this gap
and (already) providing real benefits for both retailers and shoppers.

Karhoo reality is a technology that layers virtual objects or holograms on top of your existing
environment in real-time. AR has always been anticipated to change the way people see the world
around them, but it will also revolutionize the way we shop online. Innovation in eCommerce is quickly
advancing, and Karhoo reality is in a position to bring a physical presence to online shopping.
 Target market
We have cited expansion into emerging markets as a target for the past several years, but unfortunately
have not produced sufficient results. During that time, emerging markets have continued their steady
growth, and it goes without saying that taking advantage of the growth in those markets needs to be a
key focus under our Group’s growth strategy. As such, it is a key market on a par with those of Japan
and the West. We believe that partnerships with local companies will prove effective in developing our
content business there and intend to continue to collaborate with key players.

As such, it is a key market on a par with those of Japan and the West. We believe that partnerships with
local companies will prove effective in developing our content business there and intend to continue to
collaborate with key players.

The Middle East and Latin America (especially Mexico and Brazil) are growing rapidly as consumer
markets. Language localization is critical to supplying our Product to these countries. To date, our
localization efforts have focused primarily on the so-called EFIGS languages (English,French, Italian,
German and Spanish). However, to improve access to our games for large populations, we believe that
we also need to localize into Indonesia, and many Indonesian language such as Sundanese, Javanese,
Minang, etc. We also believe that by localizing our globally strategic titles, we should be able to enhance
our presence in the relevant regions, thus laying the groundwork for our emerging markets strategy.

Our Company have produced multilingual offerings for some time, but we believe that
our branch company urgently need to develop the capacity to localize into these major languages
at any given time and are working to ensure that at the moment. We also believe that by localizing our
globally strategic titles, we should be able to enhance our presence in the relevant regions, thus laying
the groundwork for our emerging markets strategy. From VR through AR we are seeing a constant
stream of new investment and business opportunities. We believe that such opportunities should not be
missed and that investments in future growth should be made in a timely fashion.
 Key Sucsess
1. Provide Utility to Consumers

Many brands are using AR technology to allow users to test or visualize products. Ikea, for example,
launched a furniture-placing app in 2013 which lets users view what a piece of Ikea furniture might look
like in their home. Similarly, L’Oréal Paris created an app that allows consumers to try on different
makeup and hairstyles using a Snapchat-like filter.

2. Reveal Contextual Insights

In conjunction with the release of Oscar-nominated film Hidden Figures — a movie that tells the real-life
story of three African American women who worked at NASA as “human computers” — IBM released
the app “Outthink Hidden.” Outthink Hidden reveals the stories of several women who impacted the
STEM space. The app plays on the hidden theme of the movie by revealing these women’s stories in
select cities and locations. Not only does the app reveal a piece of history, but it also reveals the role
IBM technology played in many of these groundbreaking moments, tying the brand to an inspiring
narrative.

3. Gamify a Space

Pokémon Go isn’t the only Augmented Reality game that’s been a hit with consumers. Cedar Point, an
Ohio-based theme park, created “The Battle for Cedar Point,” an app that places users into different
roller coaster-themed clans to compete with one another throughout the park. Players earn points for
their clan when they scan different areas of the park with their smartphone. The app encourages users
to explore the park and share their clan’s successes on social media. Now in its second year, the app has
added trivia and mini-games to provide more ways for clans to earn points.
 Market Analysis Summary

A. Marketing segmentation
 Swot analysis

Strength

 First holograph programming unit

 High resolution holograms
 Hands free interaction
 Spatial sound

Weakness

 Limitation : lack of mobility

 Fragile
 Learning curve

Opportunities

 Everyday computer use

 New use cases
 Promote existing services and offerings

Threats

 Other mobile devices

 Health impacts
 Recession
B. 4P Marketing Strategy
 Product
 Holographic processing unit
 Sleek, easy to wear design
 Un-tethered device
 Create hologram using your imagination
 Visualize your work
 New ways to teach and learn
 Collaborate and explore places at all angles
 Price
 Value based pricing
 High quality product
 Strong brand name
 New unique product
 Future of computing
 Place
 Direct sales to customers through the Microsoft store
 Indirect sales to electronic stores such as best buy
 Promotion
 Television
 Electronic (Social Media)
 Word of mouth
 Competitive Edge

A. Marketing strategies
1) Porter’s 5 forces
 Rivalry among existing firms

High : introductory market, high stakes, different options(VR versus AR)

 Supplier power

Low : Hardware is relatively common & software comes from internal design and engineering

 Buyer power

Low : introductory market, consumer have less power with new tech & many firms are marketing to
developers first who will review products and influence what goes to market

 Threat of new entrance

High : companies with capital, engineering and design & kick starter startups

 Threat of substitutes

High : many competitors have already made it to market

2) Segmentation

By consumer profile :

 Early adopters
 Digital tech consumers

By applications

 Gaming
 Academic
 Design (architecture)
 Engineering
 Entertainment
 Customers service
 3) Targeting

Target marketing : gamers and researches

Drivers :

 Early adopters
 Demonstrate value e.g. NASA
 Explore others potential opportunities
 Enhance product quality
 Steady early cash flows

4) Positioning
 Oculus (VR)
 HoloLens
 PC
 Smartphone
 Integrated Marketing communication
A. 6Ms
 Market
 Early adopters (gamers and researches)
 Mission
 Establish a new medium of digital tech
 Message
 Unique innovation and experience with hologram
 Media
 Traditional as well as digital media to develop awareness
 Money
 Need decent marketing budget
 Measurement
 Unit sales
 Customers applications

B. Marketing Channels
 Traditional promotion mix
 Ads
 Print and TV for brand and product awareness
 PR
 Build buzz and excitement
 Direct marketing
 Events : high tech conferences
 Personal selling
 Product demos in Microsoft store
 Enterprise sales force to showcase productivity value to business
 Digital media promotion mix
 Youtube, Twitter, Facebook and Instagram
 Awareness, review, referrals, support
 Promote user generated content
Appendix

these are the the game our customers can have & enjoy