采訪&翻譯&編輯: Vivian Peng
文字校對(duì)：Viking Wang
(原創(chuàng)內(nèi)容, 轉(zhuǎn)載請(qǐng)務(wù)必注明來自數(shù)英網(wǎng))
特別感謝: Total Immersion亞太區(qū)數(shù)字營(yíng)銷經(jīng)理Katie Tang女士

喬布斯、扎克伯格、麥克尼利?在一段時(shí)間以前，這些人改變了我們的工作生活以及溝通方式。從那以后，技術(shù)界的人才攜帶著各種將會(huì)為人類世界帶來顛覆性變革的創(chuàng)新技術(shù)，一步步走向了歷史舞臺(tái)的前沿，并不斷試圖影響人們的日常生活。

技術(shù)究竟對(duì)我們這個(gè)世界有著怎樣的影響？ 2006年，Kevin Kelly在TED上一則驚動(dòng)世界的演講《How Technology Evolves》中，他把技術(shù)本質(zhì)的研究轉(zhuǎn)化成一個(gè)終極問題：技術(shù)的野心是什么？他的結(jié)論是: 技術(shù)與生物世界的進(jìn)化史一樣，最終將逐漸蔓延至世界各地的任何一個(gè)角落，人們的未來生活將無處不存在技術(shù)的滲透。（Complexity, Diversity, Specialization, Ubiquity, Evolvability.）

直到今天，我們?cè)倩仡^去看今天走在時(shí)代主流上的各種創(chuàng)新技術(shù)一路的發(fā)展軌跡: 原始技術(shù)雛形——設(shè)計(jì)成為一種創(chuàng)新的體驗(yàn)方式——走入商業(yè)世界——生活世界的日常工具。歸根到底，各種假設(shè)都需要在現(xiàn)實(shí)中找到證據(jù)方才具有傳播的價(jià)值。

今天我們把視線聚焦在技術(shù)世界重要成員之一——Augmented Reality增強(qiáng)現(xiàn)實(shí)技術(shù)。若是幾年前，說到AR還算是鮮為人知的新鮮技術(shù)的話，那么今天，AR無疑已經(jīng)不斷為越來越多的人們所熟悉了。這項(xiàng)技術(shù)究竟是怎樣發(fā)展著，怎樣一步步走向了商業(yè)世界，對(duì)于未來又有怎樣的布局和打算呢？

Philippe De Passorio 是Total Immersion亞太區(qū)掌門人。在2009年，當(dāng)時(shí)正在全球最大的軟件設(shè)計(jì)公司之一Autodesk中擔(dān)任要職的Philippe被突如其來的獵頭，以及兩個(gè)“Think out of box”的神奇人士長(zhǎng)達(dá)半天的“忽悠”改變了之后五年的全部生活，加入Total Immersion之后，為公司成功地將營(yíng)業(yè)額帶來大幅提升。2009年，他只身一人來到香港，建立了Total Immersion的亞太區(qū)總部，然而當(dāng)時(shí)，幾乎沒有人知道什么是AR 是什么玩意兒，要做一個(gè)AR 的技術(shù)演示，需要?jiǎng)佑脙膳_(tái)巨大的臺(tái)式電腦，進(jìn)行長(zhǎng)達(dá)半個(gè)小時(shí)的裝置準(zhǔn)備。當(dāng)時(shí)，誰會(huì)對(duì)這樣一個(gè)技術(shù)玩意兒多看幾眼，誰又會(huì)看到它將來的市場(chǎng)前景呢？！

在我們看來一切的不可思議和疑惑，大概都會(huì)被Philippe描繪AR 時(shí)的那種熱情與篤定氣勢(shì)給打消。從他的一席談話中，我們看到的不僅是虛擬交互技術(shù)的市場(chǎng)化普及化事業(yè)的先行者，及其一路的歷史和故事，更能深受感染，看到AR技術(shù)的未來似錦藍(lán)圖似乎也竟不太遙遠(yuǎn)。也許真的不需要幾年，AR 將會(huì)與我們每一個(gè)人的生活息息相關(guān)呢？

互動(dòng)中國(guó)專訪： Total Immersion亞太區(qū)創(chuàng)立人/總裁Philippe De Passarion, 聽聽他從自身經(jīng)歷以及作為一個(gè)marketing 資深人士的尖銳洞察之中，一看AR 技術(shù)的前世，市場(chǎng)應(yīng)用情況，市場(chǎng)前景，以及長(zhǎng)遠(yuǎn)的展望。

Q: 數(shù)英網(wǎng)
Ph:  Philippe De Passorio

AR 技術(shù)的前世，今生，以及價(jià)值何在

People always want to be part of the story, and it’s what AR can bring.
Market usage of AR may fade out or become out-dated fashion later, but the e-commerce/m-commerce usage will be a new start.

Q：跟我們簡(jiǎn)單介紹下您自己和貴公司吧

Ph: 當(dāng)然，我是現(xiàn)任Total Immersion亞太區(qū)負(fù)責(zé)人，管理亞太區(qū)的市場(chǎng)營(yíng)銷事務(wù)，同時(shí)也是公司P&L產(chǎn)品運(yùn)營(yíng)主管。Total Immersion自創(chuàng)建以來一直專注于增強(qiáng)現(xiàn)實(shí)的技術(shù)領(lǐng)域，我們?yōu)槿蚋鞯氐募夹g(shù)開發(fā)者提供全球最大規(guī)模的AR 應(yīng)用平臺(tái)軟件以及AR整合營(yíng)銷應(yīng)用服務(wù)。

Q：讓我們把時(shí)間撥回到2006年，他在當(dāng)時(shí)全球最為領(lǐng)先的數(shù)字化設(shè)計(jì)技術(shù)公司之——Autodesk中擔(dān)任市場(chǎng)營(yíng)銷和銷售總監(jiān)，為什么在當(dāng)時(shí)的情況下轉(zhuǎn)而選擇了一家在當(dāng)時(shí)根本名不見經(jīng)傳的小公司去做一個(gè)更小的領(lǐng)域呢？究竟是怎么想的，您為什么核對(duì)AR寄語如此的厚望呢？

Ph: 當(dāng)時(shí)有一個(gè)獵頭找到了我，他問我，是否愿意去一家我當(dāng)時(shí)甚至聽都沒聽過的叫做Total Immersion 的公司，擔(dān)任市場(chǎng)營(yíng)銷總監(jiān)職位，當(dāng)時(shí)，那家公司總共加起來也不到12個(gè)人的樣子。不過當(dāng)時(shí)那個(gè)獵頭還挺能耐，把我說服了去和T-I公司的兩個(gè)創(chuàng)始人見一面，這一見就足足談了半天之久，他們絕對(duì)是兩個(gè)thinking out of the box的家伙，當(dāng)時(shí)，他們就真的讓我眼前放佛看到未來五年AR市場(chǎng)一篇欣欣向榮的繁榮景象！ 現(xiàn)在你要玩?zhèn)€AR，不用幾秒鐘就可以在手機(jī)上展示非常生動(dòng)豐富的交互過程了。可在那個(gè)時(shí)候，你們能想象嗎，那可是2006年，當(dāng)時(shí)要演示AR技術(shù)，需要搬兩臺(tái)超大的臺(tái)式PC，光是演示前的裝置就要倒騰半個(gè)小時(shí)！我自己都覺得不可思議，這一半小時(shí)的談話，徹底改變了我之后的所有生活。

Q ： (笑~)我想您的這一決定是非常正確的。這些年來，不但是國(guó)外，就中國(guó)國(guó)內(nèi)在短短的這些時(shí)間時(shí)間里，涌現(xiàn)出各種各樣基于AR技術(shù)的新玩意兒。從游戲，到各種手機(jī)APP，營(yíng)銷領(lǐng)域就更是舉不勝舉了，各種消費(fèi)品以各種不同的方式與AR技術(shù)相結(jié)合，讓普通消費(fèi)者打大開眼界。還有各種各樣的現(xiàn)場(chǎng)大會(huì)，或者是路演活動(dòng)，發(fā)布會(huì)等等，在現(xiàn)場(chǎng)都不斷應(yīng)用AR技術(shù)為現(xiàn)場(chǎng)帶來高漲的氣氛和效果。盡管如此，我們還是想知道，AR技術(shù)對(duì)于今天的市場(chǎng)營(yíng)銷究竟扮演的是怎樣的角色和價(jià)值呢？真的已經(jīng)成為主流了嗎？或者還有多少距離？

Ph: 事實(shí)上，在5-6年之前，我們的AR技術(shù)主要運(yùn)用在軍事領(lǐng)域（實(shí)地演習(xí)），以及生產(chǎn)制造（設(shè)備維護(hù)組裝等maintenance, assembly,…）方面。大約是從四五年前開始，AR逐漸在市場(chǎng)營(yíng)銷方面產(chǎn)生了一些應(yīng)用經(jīng)驗(yàn)，主要用于路演、展覽活動(dòng)、現(xiàn)場(chǎng)秀等，而后是網(wǎng)絡(luò)Campaign、還有移動(dòng)終端上的營(yíng)銷活動(dòng)。我想對(duì)于市場(chǎng)營(yíng)銷來說，擁有強(qiáng)大互動(dòng)性的AR技術(shù)的鼎力支持是功不可沒的。它能使消費(fèi)者更樂于參與營(yíng)銷活動(dòng)，與品牌進(jìn)一步地互動(dòng)。并且AR能夠進(jìn)一步地襯托出產(chǎn)品的賣點(diǎn)，并在消費(fèi)者身上建立共鳴和情感聯(lián)系。在我們與終端的零售商店、超市賣場(chǎng)合作的過程中發(fā)現(xiàn)：每當(dāng)一個(gè)消費(fèi)者愿意對(duì)著AR產(chǎn)品演示駐足觀看30秒鐘，那他會(huì)有九成的機(jī)會(huì)發(fā)生購買。 真金不怕火煉，我們?cè)晒Φ貛椭闶凵烫嵘怂某傻匿N售業(yè)績(jī)。

案例視頻

Total Immersion 案例 – 吉利剃須刀店內(nèi)AR增強(qiáng)現(xiàn)實(shí)體驗(yàn)

Total Immersion 案例 – 超市零售新辦法 AR技術(shù)運(yùn)用到零售業(yè)

人們對(duì)于故事有著天然的欲望，他們喜歡融入故事場(chǎng)景之中，這就是AR能夠帶給人們的魅力。但是，這并不能真的讓AR技術(shù)在市場(chǎng)領(lǐng)域里成為主流。何時(shí)AR真正能登上主流營(yíng)銷舞臺(tái)？ 就是在它應(yīng)用于B2C行業(yè)，并且真正創(chuàng)造價(jià)營(yíng)收的那天！感謝各種獨(dú)具特色的創(chuàng)新硬件設(shè)備，為AR技術(shù)和B2C營(yíng)銷打開了前所未有的合作契機(jī)！目前，我們已經(jīng)成功與幾個(gè)市場(chǎng)核心的設(shè)備開發(fā)商達(dá)成合作，成功地使AR以“硬件”的身份嵌入移動(dòng)終端智能設(shè)備里，不再需要下載軟件，直接就能支持并應(yīng)用AR功能。

Q: AR 技術(shù)的未來會(huì)是什么呢？我們知道，如今各種新興的交互技術(shù)不斷誕生，有沒有這樣的可能性，AR 在某天成為一種過氣的技術(shù)？

Ph: 一旦AR技術(shù)能成功地蛻變成為硬件設(shè)備，就會(huì)帶來難以估量的巨變！我們可以想象一下，在不久的將來，就會(huì)誕生出各種便攜式能直接上網(wǎng)的眼鏡或者鏡片，能直接在人們眼前呈現(xiàn)各種互聯(lián)網(wǎng)信息。這種類型的硬件設(shè)備勢(shì)必會(huì)為AR打開巨大的日常應(yīng)用契機(jī)，到那時(shí)，AR可以在這類便攜上網(wǎng)設(shè)備上帶來導(dǎo)航顯示功能。

或許，當(dāng)你在網(wǎng)上瀏覽某個(gè)產(chǎn)品的信息或者是某個(gè)用戶/好友的信息的同時(shí)，該產(chǎn)品,甚至是該用戶本人就會(huì)即刻出現(xiàn)在你的面前！??AR可以作為一個(gè)攝像頭傳感器， 識(shí)別和跟蹤周邊的環(huán)境信息，這在如今人們使用的各種設(shè)備上都可以實(shí)現(xiàn)，這就意味著， 每當(dāng)你打開了一個(gè)新的應(yīng)用程序，就意味著你為AR傳感器打開了又一道全新的的大門?？纯唇裉?，攝像頭在人們對(duì)智能手機(jī)的應(yīng)用上已經(jīng)與GPS導(dǎo)航一樣，變得越來越重要，與人們生活密不可分。

即便在市場(chǎng)營(yíng)銷領(lǐng)域里，或許AR某一天會(huì)過時(shí)，但是，對(duì)于e-commerce/m-commerce（網(wǎng)上購物/手機(jī)購物）領(lǐng)域來說，必將會(huì)是一個(gè)嶄新的開始。并且，與此同時(shí)，AR將搭乘數(shù)字化購物的翅膀，真正進(jìn)入人們的生活，為人們帶來全新的購物體驗(yàn)，與日產(chǎn)生活產(chǎn)生息息相關(guān)的影響，

AR坎坷進(jìn)化路——AR技術(shù)的商業(yè)化價(jià)值及其實(shí)現(xiàn)

Still many people don’t really understand AR, so we need to explain a lot on that；
It’s difficult to recruit the right talent to work on an AR project.. AR is new and not many records can trace back；
Asia market is too big and very different. We need to work a lot on localization, make it adopts to different local market；
Corporate company sometimes is scared to try new thing, but following something which is already existed；

Q：我們知道，自從2009年你將Total Immersion帶到了亞太市場(chǎng)，從無到有，一路帶領(lǐng)亞太區(qū)團(tuán)隊(duì)迅速成長(zhǎng)。今天，我們看到貴公司正在亞太市場(chǎng)逐日地壯大，您可以與我們描述一下在09年時(shí)的亞太市場(chǎng)狀況嗎，AR技術(shù)應(yīng)用是怎樣的景象？與今時(shí)今日有怎樣的差異？

Ph: 2009年我在香港成立了Total Immersion亞太區(qū)團(tuán)隊(duì)的時(shí)候，整個(gè)亞太區(qū)的營(yíng)業(yè)額只站了全球營(yíng)業(yè)總額的 5％左右。 就在1年后，提升至了20％，去年2011年，我們已經(jīng)把數(shù)字成功地提升到了 31％。 在歐洲國(guó)家的市場(chǎng)里，AR應(yīng)用開始得比較早，同時(shí)期的亞洲幾乎沒多少人知道AR。所以，不可否認(rèn)的是，過去會(huì)出現(xiàn)有些AR營(yíng)銷案例效仿其他地區(qū)的情況。但是，亞洲市場(chǎng)正在以驚人的速度成長(zhǎng)，逐漸地從一個(gè)追隨者轉(zhuǎn)變成一個(gè)引領(lǐng)者。 如今，這里的人們?cè)絹碓搅私釧R，于是，在AR的營(yíng)銷應(yīng)用上也擁有越來越多自己的優(yōu)秀創(chuàng)意。

Q：從您的角度來看，AR在哪些行業(yè)或領(lǐng)域應(yīng)用較多？在不久的將來最有潛力的領(lǐng)域又會(huì)是哪些？

Ph： 就從我們自己的例子來說，我們大約有50％的項(xiàng)目都是與市場(chǎng)營(yíng)銷相關(guān)。包括一些展示和移動(dòng)應(yīng)用。 20％左右應(yīng)用在電子商務(wù)領(lǐng)域，30％是產(chǎn)品相關(guān)的應(yīng)用。產(chǎn)品應(yīng)用指的不是產(chǎn)品營(yíng)銷，而是指應(yīng)用AR技術(shù)來強(qiáng)化產(chǎn)品物理特征的增殖性應(yīng)用。 例如：

Total Immersion 案例 – 未來圖書 AR增強(qiáng)現(xiàn)實(shí)技術(shù)，加強(qiáng)與互動(dòng)性的學(xué)習(xí)和演習(xí)：

Total Immersion 案例 – 新型賀卡 AR增強(qiáng)現(xiàn)實(shí)技術(shù)

我們甚至可以提高玩具AR動(dòng)畫
Total Immersion 案例 – James Cameron’s AR 游戲卡

如果是作為電子商務(wù)的一部分，我們可以看到，市場(chǎng)需求將會(huì)很大。今天電子商務(wù)方面的應(yīng)用已經(jīng)是我們市場(chǎng)戰(zhàn)略的重要一部分。此外，我們?cè)谖磥磉€將更多地應(yīng)用于移動(dòng)領(lǐng)域。

Showcase:
用于各種現(xiàn)場(chǎng)活動(dòng)、產(chǎn)品發(fā)布會(huì)：

是3D裸眼還是后制? 其實(shí)是增強(qiáng)現(xiàn)實(shí) (附4個(gè)AR案例)

用于品牌營(yíng)銷：

Total Immersion – Nivea營(yíng)銷案例

用于電子商務(wù)：

Total Immersion 案例 – eBay的最新眼鏡佩戴手機(jī)體驗(yàn)

Q： 您在這些年來，致力于將 AR技術(shù)推向更廣大的市場(chǎng)營(yíng)銷與商用領(lǐng)域的過程中，您覺得在面對(duì)營(yíng)銷主的時(shí)候，最大的挑戰(zhàn)是什么？

Ph: 到目前為止，我們依然需要面對(duì)一系列挑戰(zhàn)：

1. 仍有很多人并不了解AR，因此，需要在開始對(duì)客戶說很多才能讓他們對(duì)AR有一個(gè)基本的了解。

2. 很難招到AR方面的人才。因?yàn)锳R是一個(gè)比較新興的領(lǐng)域，應(yīng)聘者通常也無法在應(yīng)聘的時(shí)候提供太多這方面工作的經(jīng)歷參考。

3. 亞洲市場(chǎng)地域廣袤，不同地區(qū)之間又有極大的差異，我們?cè)谕度胍粋€(gè)地區(qū)的市場(chǎng)之前，需要做相當(dāng)大量的前期了解工作，才能對(duì)當(dāng)?shù)厥袌?chǎng)有一個(gè)先期的了解，而后才能根據(jù)本地市場(chǎng)的特性來較好地應(yīng)用AR于市場(chǎng)之中。

4. 不少企業(yè)，尤其是規(guī)模比較大型的公司，其營(yíng)銷人士有時(shí)還是會(huì)有些怯于嘗新，寧可選擇效仿一些已有其他人做過的東西。

與技術(shù)共崛起的技術(shù)創(chuàng)新型公司力量(Total Immersion)

編者前言：

商業(yè)型的公司必將是推動(dòng)各個(gè)技術(shù)最終實(shí)現(xiàn)商業(yè)化發(fā)展出路最終達(dá)到普及應(yīng)用的道路中最重要的推動(dòng)力量，作為一家典型的經(jīng)歷了市場(chǎng)化普及斗爭(zhēng)的技術(shù)先驅(qū)公司，我們希望從Philippe身上了解更多技術(shù)驅(qū)動(dòng)型公司的發(fā)展情況與所面對(duì)的各種商業(yè)化問題。尤其，是面對(duì)亞洲市場(chǎng)的過程中，是怎樣的圖景？

Our competitors may become our friends!

Q: 作為增強(qiáng)現(xiàn)實(shí)解決方案的全球領(lǐng)導(dǎo)者，您可以形容一下貴公司與其他AR技術(shù)公司相比最大的優(yōu)勢(shì)嗎？

Ph: 我們?cè)谀壳叭虻腁R市場(chǎng)上是占有領(lǐng)導(dǎo)性地位，不僅僅是因?yàn)槲覀冊(cè)趫F(tuán)隊(duì)人數(shù)的規(guī)模上是最大的。在項(xiàng)目交付（2011年平均每天交付兩個(gè)項(xiàng)目）及營(yíng)收額方面，同樣是走在最前面的。 此外，我們?cè)贏R技術(shù)方面擁有全球最大規(guī)模的研發(fā)團(tuán)隊(duì)，并且我們只專注于AR。

目前在全球擁有6個(gè)辦事處，共計(jì) 135個(gè)特約經(jīng)銷商辦事處 ，遍布35個(gè)國(guó)家和地區(qū)。目前，我們的營(yíng)收在全球AR領(lǐng)域的總營(yíng)收上占據(jù) 85％的比重。我們的技術(shù)支持PC/MAC，iPhone，Android系統(tǒng)，并且是同類技術(shù)應(yīng)用中最大規(guī)模的。

此外，與德州儀器(Texas Instruments)建立了緊密的合作關(guān)系，確保D’ Fusion平臺(tái)將充分利用OMAP 架構(gòu)所提供的最好的移動(dòng)設(shè)備，因此，只要是OMAP的用戶，就能夠直接在自己的產(chǎn)品展示上直接在OMAP上應(yīng)用D’Fusion的 快速圖像識(shí)別，優(yōu)秀的渲染能力，非凡的追蹤能力等技術(shù)。這這種合作為雙方用戶帶來的利益也是驚人的！

這就是我們的優(yōu)勢(shì)，全球AR市場(chǎng)中最有實(shí)力的團(tuán)隊(duì)，最具有活力和創(chuàng)新力的企業(yè)。我們更將自己的競(jìng)爭(zhēng)對(duì)手視作自己的合作伙伴，，這就是Total Immersion！

編者注：Philippe 最描述自己公司實(shí)力的同時(shí)，所有人都能為他的熱情與信心所感染，相信，除了對(duì)于公司業(yè)務(wù)的捍衛(wèi)，更是對(duì)未來的堅(jiān)信，相信這也是為何以Philippe為首的亞太區(qū)團(tuán)隊(duì)能以驚人的速度不斷在市場(chǎng)中發(fā)展的重要原因之一，人們都會(huì)為情感共鳴所征服，商業(yè)世界也不外如此。

Q： 現(xiàn)在Total Immersion亞洲公司是如何呢？是你的團(tuán)隊(duì)規(guī)模如何？大家分享一些最新數(shù)字營(yíng)銷和電子商務(wù)領(lǐng)域的項(xiàng)目？

Ph: 目前我們?cè)跂|京，香港設(shè)有分公司，同時(shí)在上海也有一支分包商團(tuán)隊(duì)。目前亞太區(qū)團(tuán)隊(duì)主要是由營(yíng)銷團(tuán)隊(duì)，銷售團(tuán)隊(duì)以及技術(shù)服務(wù)團(tuán)隊(duì)組成。

Total Immersion 最新項(xiàng)目展示：

華為在CES上展出的AR游戲

萬寧AR戶外營(yíng)銷活動(dòng)

LV日本

Q： 亞太區(qū)是否有專門的創(chuàng)新研發(fā)團(tuán)隊(duì)呢？有的話，占多少比重呢？專業(yè)AR技術(shù)人員與其他人員的比率大約是多少呢？ 你如何激勵(lì)你的團(tuán)隊(duì)保持持續(xù)的創(chuàng)新？

Ph: 創(chuàng)新是我們公司每天面對(duì)的日常工作流程的一部分，是公司DNA的重要部分，密不可分。每個(gè)人都始終處于創(chuàng)新的動(dòng)力之中。

公司每月舉辦“創(chuàng)新交流會(huì)”，從技術(shù)工程師到銷售經(jīng)理，每個(gè)人都需要在這里表達(dá)自己的創(chuàng)意點(diǎn)子和想法，每人有20分鐘陳述時(shí)間。向自己的上級(jí)老板以及全公司同事詮釋，可以是任何創(chuàng)新的點(diǎn)子，可以是一個(gè)新產(chǎn)品的功能，一個(gè)新的App創(chuàng)意，以及任何其他與AR應(yīng)用相關(guān)的想法。

Q: 您如何招聘員工？ 尋找AR技術(shù)相關(guān)專業(yè)的人才是否存在什么困難？您是否會(huì)接受外行或者這行還不了解的新人？ 請(qǐng)分享您在這方面的經(jīng)驗(yàn)。

Ph: 我們聘請(qǐng)專業(yè)的獵頭公司幫助我們招人，大約需要3個(gè)左右密集的搜索才能找到一個(gè)合適的我們當(dāng)然愿意新人加入我們，這會(huì)幫助我們?cè)黾訄F(tuán)隊(duì)的潛力，只要他對(duì)AR工作有熱情。并且充滿工作斗志。

在我們的團(tuán)隊(duì)里，大家都是那種樂于不斷打破常規(guī)思維的人，并且喜歡不斷給自己挑戰(zhàn)。 我們?cè)趤喬珔^(qū)兩年多額時(shí)間里，營(yíng)收業(yè)績(jī)翻了六翻。只有一個(gè)高潛力的團(tuán)隊(duì)可以支持這個(gè)巨大的增長(zhǎng)，并與公司共同成長(zhǎng)。舉個(gè)例子來說吧，我們聘請(qǐng)了一個(gè)剛剛畢業(yè)才9個(gè)月的應(yīng)屆畢業(yè)工程師，他的工作能力與日增長(zhǎng)，在9個(gè)月里完成了多個(gè)不同的項(xiàng)目，現(xiàn)在，我們將更多更大的任務(wù)都交給他完成，基于他更大的權(quán)限與責(zé)任，他一個(gè)人管理20名工程師組成的團(tuán)隊(duì)，表現(xiàn)非常不錯(cuò)。

崛起中的技術(shù)與創(chuàng)新應(yīng)用市場(chǎng)

Q： 您Total Immersion亞洲計(jì)劃在不久的將來有什么？你所要面對(duì)的潛在最大挑戰(zhàn)將是什么？

Ph: 在我們的2年計(jì)劃，我們將擴(kuò)大中國(guó)的團(tuán)隊(duì)，同時(shí)將在韓國(guó)設(shè)立分公司，希望實(shí)現(xiàn)總體營(yíng)收上50％的增長(zhǎng)。為了做到這一點(diǎn)，我們需要加強(qiáng)在局部地區(qū)的戰(zhàn)略聯(lián)盟，譬如我們已經(jīng)與日本的KDDI簽署了戰(zhàn)略聯(lián)盟合作協(xié)議； 在意大利與Intel、Adobe，在美國(guó)與eBay、德州儀器都有合作。在亞洲地區(qū)，我們可能依然會(huì)遵循這條發(fā)展道路，

Q: 對(duì)于中國(guó)市場(chǎng)有什么具體的計(jì)劃嗎？據(jù)我們所知，Total Immersion正在同中國(guó)密切的頻繁，尤其是中國(guó)內(nèi)地市場(chǎng)。你如何看待它的營(yíng)銷潛力呢？

Ph： 在中國(guó)的業(yè)務(wù)越來越多，占據(jù)整個(gè)亞 太地區(qū)收入的30％。我們希望能在未來兩年提升50％。中國(guó)擁有廣闊的電子商務(wù)和移動(dòng)電子商務(wù)市場(chǎng)，潛力極其巨大。我們已經(jīng)與主要的電商伙伴有了一定的接觸。

Q: 最后，是否還有什么經(jīng)驗(yàn)或者心得與DamnDigital的讀者分享的？

Ph： 真正的創(chuàng)新，必定能夠?yàn)槿藗兊纳顜砀淖兊?。

根據(jù)Juniper的研究報(bào)告稱，到2012年搭載有AR技術(shù)的智能手機(jī)將達(dá)到197萬價(jià)值的市場(chǎng)盈利空間 。我想，他們并沒有真正把中國(guó)市場(chǎng)考慮在內(nèi)在中國(guó)市場(chǎng)的巨大潛力！

我希望在這里，對(duì)所有DamnDigital的讀者呼吁，一起投入這一篇前程似錦的AR市場(chǎng)，發(fā)揮每一個(gè)人的想象力，為中國(guó)市場(chǎng)創(chuàng)造更多AR技術(shù)的應(yīng)用前景。未來在你手中，每一個(gè)人都有充分把握未來的機(jī)會(huì)！

編者結(jié)語：

技術(shù)的發(fā)展與融合必將會(huì)是接下來較長(zhǎng)時(shí)間內(nèi)的重要發(fā)展主題，除了不斷增加中西方合作關(guān)系，更多國(guó)際先進(jìn)力量的加入域支持的同時(shí)，據(jù)我們所知，其實(shí)在我們國(guó)內(nèi)同樣具有不少潛力巨大專注于AR 技術(shù)研究與應(yīng)用的實(shí)驗(yàn)室，工作室，本土技術(shù)力量與國(guó)際技術(shù)巨頭之間又會(huì)以怎樣的關(guān)系與協(xié)力共同促成AR 與技術(shù)生態(tài)的協(xié)調(diào)發(fā)展呢？

此外，各位讀者你們對(duì)于AR 以及整個(gè)技術(shù)領(lǐng)域是如何看待的呢？它的發(fā)展路徑，與商業(yè)及生活世界的關(guān)系將如何演變，又會(huì)有怎樣的期待呢？

歡迎大家留言與我們交流。

******************************************************

Interview: English Version

—— Interview Question for Mr. Philippe De Passorio, the head of Total Immersion Asia

DM: Hey! Can you quickly introduce yourself and describe Total Immersion briefly to us?
Ph: Sure. As Head of Asia Pacific, I oversee the execution of Total Immersion’s market strategies and manage the Company’s P&L operations throughout the region. Total Immersion is a software company dedicated on Augmented Reality. We provide the largest AR platform software to developers and a fully integrated AR solution to the market.

DM: Let’s back to the year of 2006, you were working at Autodesk, and then you chose Total Immersion to be your new start point, what was the motivation? Or, to be more clearly, what is the attraction that Augmented Reality Technology has to you?

Ph: I was headhunted by a specialized recruiting company in order to take the position of Sales Director for a small and unknown company called Total Immersion. At this time, the company had 12 people onboard only. The headhunter convinces me to meet the two founders of the company. After half a day meeting with these 2 “thinking out of the box” guys, I had the vision of how big could be the AR market in the following 5 years. In 2006, you needed 2 big desktop PC and half an hour installation to run a simple demo today, a rich and fully interactive experience can be run onto your smartphone in few second. This half day meeting changed my life for the following 5 years.

DM: We keep hearing new inventions that are based by Augmented Reality Technology. From Games, Mobile apps to consumer products, and also many live experience shows in recent years.How do you see the value of AR In today’s marketing diagram? Do you think AR is already being the mainstream now? Or how far the distance will be?

Ph: 6 to 5 years ago, we used AR for military application (on site training) and manufacturing process (maintenance, assembly,…). Since 5 to 4 years, we are using AR in marketing campaign fir On Stage Show, exhibition, online campaign and mobile marketing activation. Thanks to the interactivty of AR, it lets user engage and interact directly with the brand, increasing emotional attachment to the product. A consumer has 90% chance to buy the product if he have it in his hand for more than 30 secondes. This is exactly what we are providing with AR in Store. We generate an uplift of 400% by using AR in Store.

People always want to be part of the story, and it’s what AR can bring. But it’s still not mainstream at that moment. To be mainstream, we need to create a B2C offer. , New devices with powerful features open new opportunity for AR on the B2C market. We are already working with some major hardware companies to implement AR into the mobile, so changing it from software to be embedded and ready-to-use in hardware.

DM: How far will AR go to in the future? New technology is coming to birth almost by daily basis. What if some day that AR become out-date fashion? How AR will influence everyone’s daily life?

Ph: Revolution will happen when it comes to the hardware. We can imagine in a near future to have light eyewear or lens which display information on top of it. This kind of hardware will definitely open the door to huge potential of usage like self navigation, get information on a product or a person as soon you look at it/him visualize the social profile of a person… AR is using the video camera as a sensor in order to recognize and track the environment. As soon as you add a new sensor to a device like a mobile phone, you open the way for new application using this new sensor. Look at the number of disruptive application using the compass of the iPhone today. Cameras are becoming as important as the compass or GPS in your smartphone. . Marketing usage of AR may fade out or become out-dated fashion later, but the e-commerce/m-commerce usage will be a new start. Involving to the purchasing process is a way to influence everyone’s daily life; user shopping experience may also changes in someday.

DM：As we know, you have grown up and manage the regional team, structuring the Total Immersion Asia Team Hong Kong 1999 (it should be 2009), Can you describe the marketing conditions of AR at that time? And how do you compare the picture of current marketing situation and the picture of 2 years ago?

Ph: I set up the APAC team in Hong Kong in 2009; the turnover of APAC was around 5% of the total turnover of Total Immersion at that time. 1 year later, it increase to 20% and last year 2011, we already hit to 31% of the total company turnover. AR starts earlier in European countries, not many people know about AR in Asia at the beginning. So most of the AR marketing project was following the previous project in other countries, but the market grew very fast and changes from a follower to become a contributors. People know more about AR and they can have many creative ideas on AR usage nowadays.

From your perspectives, what industries or areas that in use of AR application mostly? And which are the most potential industries in the near future? Can you also share some of your work showcases (say, event interactive experience, campaign site, or mobile app, e-commerce, etc.) to elaborate with us?

Around 50% of the projects are marketing-related, including some exhibition and mobile application. 20% is coming from ecommerce and 30% is product related. Product related means we add value on top of a physical product by using AR. For example, we can enhance a children book with interactive explanation and exercises or it can be simple Greeting Cards for Valentine with an interactive and emotional animation on it . We can even enhance the feature of toys thanks to AR animation. The e-commerce part is increasing and we can see a great demand on that. It is part of our strategy today. Besides AR, cooperate with some major operator for providing customized AR application is also our strategy. For example the cooperation with KDDI in Japan – providing an AR design solution (SATCH) for the content provider to produce customized AR mobile application. We will focus more on mobile too in the future.

DM: You are being successfully selling and marketing the AR to business clients these years. From your experiences, what was the biggest challenge you’ve been face with when selling and marketing AR technology to the business clients?

Ph: There are a number of challenges we got so far for selling AR to the china market.
1) Still many people don’t really understand AR, so we need to explain a lot on that.
2) It’s difficult to recruit the right talent to work on an AR project.. AR is new and not many records can trace back.
3) Asia market is too big and very different. We need to work a lot on localization, make it adopts to different local market
4) Corporate company sometimes is scared to try new thing, but following something which is already existed.

DM: As a worldwide leader in Augmented Reality solutions, what do you think that set Total Immersion apart from other AR technology companies?

Ph: Today we are the leader in Augmented Reality; we are the largest in term of number of people, number of project delivered (2 projects was delivered every day in 2011), amount of revenue. We also got the biggest team on R&D focusing on AR only. We have 6 offices around the world, more than 135 officials Value Added Reseller which are present in 35 countries. We are doing 85% of our revenue in international. Our software platform is the biggest actually on the market which can handle PC/Mac, iPhone, Android, all kind of internet browsers which represent 160 different hardware/software platform. This is unique on the market to have 1 player handling 90% of the digital platform in the world. When a company becomes a partner of TI, he can execute a project for an exhibition with High Definition camera AND an iPhone application AND a PC/Mac based experience with the same DFusion platform from TI. This is amazing! These are all the competitive advantages for us toward other companies. We are now in a process to acquire new dynamic and innovative companies which are working in the AR market. Our competitors may become our friends!

DM: How is Total Immersion Asia Company now? How is the scale of your team? Would you share some of your latest projects in digital marketing and e-commerce fields?

Ph: We have office in Tokyo and Hong Kong, also a subcontractor team in Shanghai. Our team is composing of marketing, sales and professional services people.

DM: Do you have a team working on scientifically research and innovation? What is the percentage ratio that technique professions to others? How do you motivates your team being innovative always?

Ph: Innovation is a day to day process in our company and is part of our DNA. The talent we are recruiting already have this will of innovation in themselves. So, we don’t need to motivate them. But, in the meantime, we need to capture innovative ideas within the company and bring the bests ones to the market. To do so, we organize every month an “Innovation Sharing Session” in which anybody in the company, from the technical engineer to the sales manager, come with his idea and present it to the management team for 20mn. It can be a new feature in the product, a new usage of an existing application or any kind of idea which can bring AR to an other level.

DM: How do you recruit stuff? Is it difficult to find talents in AR-Tech related professions ? Do you accept layman or green hand and grow them up being a professional AR professionals? Share some of your experience/opinions with us please.

Ph: We use specialized headhunter to recruit people, and it takes around 3 months with intensive search to find the right person. We definitely prefer to hire a green hand which has potential and passion in his work than an experienced guy with no growth potential and no passion. We are looking for people who are able to go out of their comfort zone. You know, we have done 600% growth in 2 years in APAC. Only a high potential team can support this huge growth and grow with the company. As an example, we hired a fresh grad engineer 9 months ago to work on different projects. He has done a great job during these 9 months and now, we gave him more responsibility. He is in charge of managing a network of subcontractor which represents the equivalent of 20 engineers.

DM: What’s your plan for Total Immersion Asia in the near future? What will be the biggest challenge you are going to face by your prospective?

Ph: In our 2 years plan, we will expand the China team, open office in Korea and hope to achieve 50% of Total Immersion overall revenue. In order to do that, we will need to strengthen our Strategic Alliances in local region. For example, we have signed a strategic Alliance with KDDI in Japan; Texas Instrument in Italy, Intel, Adobe and eBay in the US. We will probably follow this path in Asian region too.

DM: How about your business in China? As far as we know, Total immersion is working close with China frequently, especially the mainland China Market. How do you see its marketing potentiality?

Ph: The business in China is growing; it represents 30% of the APAC revenue now. We hope it can increase to 50% in the future. China got a lot of potential as e-commerce and mobile ecommerce is also very strong in the market, we already contacting with the major ecommerce players for introducing AR.

DM: Do you have further plan for China? Will you start offices in mainland area?

Ph: Sure, we already got a subcontractor team in Shanghai and we are planning to open our own office there within this year.

DM: Last one, anything or pearls of wisdom would like to share with DamnDigital readers? Please

True innovation changes the way we live. Juniper research estimates that by 2012 there will be 197 million AR capable smartphone on the global market. I believe they didn’t consider the Chinese market in their estimation. This is a call for action to DamnDigital readers to start to work on this promising AR market and find new ideas usage of AR in China. There are rooms for everybody.

DM： It has been a privilege, thanks very much.

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