Augmented Reality and You continuing what the Internet started - - PowerPoint PPT Presentation

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Augmented Reality and You continuing what the Internet started - - PowerPoint PPT Presentation

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Augmented Reality and You continuing what the Internet started Christine Perey 1 PEREY Research & Consulting Who am I? 1991 Consultant/analyst Personal multimedia Management consulting 2004 Strategy Partnerships

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Augmented Reality and You

continuing what the Internet started Christine Perey

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Who am I?

  • Consultant/analyst
  • Management consulting

– Strategy – Partnerships

  • Market research
  • Market development
  • Technology scouting

and transfer

  • 1991

Personal multimedia

  • 2004

Mobile multimedia

  • 2006

Mobile Augmented Reality

  • 2010

– Print & publishers – Retail & commerce

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Publishers Mobile Industry

W3C Augmented Reality Meetup MobileMonday Mobile AR Summit & Showcase @ MWC Market components Vision of the future Awareness Execution

Print and Web-based content

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Publisher’s mindshare

?

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Agenda

  • What is Augmented Reality?

– What needs does it meet? – What problems does it solve?

  • Where is it heading?
  • Why should you care?
  • What can you do?
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Often confused with Visual Search

  • Google Goggles
  • Nokia Point & Find
  • kooaba Interactive Print
  • Ricoh iCandy (iPhone)
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What is AR?

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AR is not one technology

  • The “cyber-colonization”
  • f the real world
  • A highly compelling, virtually endless SET
  • f technology-assisted experiences
  • It is part of the Real Time Web
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camera, GPS, compass, accelerometer, microphone Mont Blanc Thonon-les-Bains Lake Geneva Geneva

Arriving in Montreux in 15 min

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Physical world “triggers”

  • Explicit (printed markers)
  • Implicit real world triggers

– Text (posters, signs, page of print) – Photo/drawing – Faces

  • Fixed position in space (GPS + compass)
  • Sounds (music, voices)
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The “associated” digital data

  • A circle which has POI information

associated with it (e.g., Layar)

  • A text box (e.g., AcrossAir, Wikitude)
  • A 3D object in fixed position (e.g.

junaio)

  • A “free standing” animated 3D object
  • An “object” which can be

manipulated/with which user can interact (e.g., games)

Overlay (on the real world)

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Mobile AR Users Today

  • 1+ Million
  • Technology elite

– Mostly male – Flat rate data plans – Smartphones

  • 90+% of activity on

Android and iPhone

– Tolerant of rough edges – Avid users of social networking

  • Japan, Western Europe and US
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Value proposition?

  • It depends

– Novelty “just to see differently” – Information (in real time or not) in context – Service or friend discovery

– Experiences

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Why AR now?

Handsets Networks

  • GPS
  • Compass
  • Powerful processors
  • Bandwidth to access cloud

Socio- cultural trends Digital content

Wearable computing Local search

Social media Real-time Web Personal navigation

3D in home 3D cinema

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The evolution of AR

Today

  • Mobile relies largely on

location-based triggers and cloud-based data

  • PC-based experiences rely

largely on markers and locally-stored data bases

Beyond 2010

  • Markers disappear

– Recognition of every day

  • bjects and people
  • User experience improves

– Active Matrix Organic LED – Pico Projectors

  • Overlay with lights and

camera (mobile phone)

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Eyewear

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The AR Ecosystem

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The Physical World

Sensors on Mobile devices

The Digital World

AR Ecosystem

?????

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Distribution of Power

Handset enablers

  • Sensors
  • Processing
  • Video overlay/display
  • User Interfaces
  • Network Interfaces

In the network

  • Recognition/matching
  • Content insertion
  • Ads, updates, etc
  • Content management
  • Activity logs
  • Load management

Subscriber requests Application

  • r browser

Content

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Packaging, Discovery & Delivery

The Physical World

wallet Sensors on Mobile devices

The Digital World

AR Ecosystem

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Mobile AR Components

Detection & Tracking Engine Rendering Engine AR Player Cloud-based Services Billing Log-in

Content <..> </..>

Low level component controllers User Interface/Experience Handset OS and GUI Local Content

Handset Hardware/Low level components

If Network-based or distributed Mobile AR

Other…

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Packaging: App Developers

Mobilizy Tonchidot GraffitiGeo AcrossAir SequencePoint Software GetFugu Presselite int13 SnapTell Layar SR Engine Chemical Wedding Nokia kooaba Insula Communications Yelp Robot Vision Salzburg Research GeoVector Cyborg Augment This! Metaio ARToolworks Pongr Fraunhofer iPhoneARkit LastMinute Labs (Qype) Imagination (AT) iTacitus Total Immersion TAT UrbanSpoon Ogmento

+ Game Developers

As of Feb 1, over 2,000 developers have access to Layar platform!

>80

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Discovery and Delivery

  • Mobile network operators
  • Network Equipment Providers
  • Alcatel Lucent
  • Ericsson
  • Operators of cloud-based

algorithms – Context identification – Device ID/management – Digital Publishing Software – Information Infrastructure Software providers

  • Handset manufacturers

– Nokia – HTC – Samsung

  • Operators of Application Stores

– Apple – Google – RIM – Nokia

  • Cross media promotions

– Legacy (print, radio, TV) – Digital (eBook, Web)

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Packaging, Discovery & Delivery

Enablers

Providers of enabling technology Money and Statistics

The Physical World

wallet Sensors on Mobile devices

The Digital World

AR Ecosystem

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Enablers

Device

  • Mobile OS providers

– Google – Apple – Symbian – BREW – Microsoft

  • Mobile components

– Sensors (GPS, compass, video camera) – Displays

  • Mobile handset manufacturers

– SDKs for AR developers

AR Content enablers

  • AR SDKs and APIs

– Layar – Mobilizy – AcrossAir – GeoVector – Metaio – Open Source

  • Algorithms

– Natural Feature Recognizers – Speech  Text

  • 3D and 2D graphic tools
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Social Media CONTENT Providers/Publishers Merchants, Brands Packaging, Discovery & Delivery

Enablers

Providers of enabling technology Money and Statistics

The Physical World

wallet Sensors on Mobile devices

The Digital World

AR Ecosystem

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http://www.youtube.com/acrossair

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Breathing new life

  • “Magic books” using AR

with a webcam or camera phone and printed paper

– Templar Dragonology

  • Interactive magazines

– Popular Science – Esquire magazine – InStyle – Others

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http://www.ologyworld.com/Default.aspx?referrer=3Ddragon

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Marketing for publishers and brands

  • Help customers and

prospects find and purchase CDs, Books and DVDs using natural feature recognition (visual search)

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AR Games

  • Shoot’em up
  • Digital signage

(Fancouver, yahoo!)

  • Learning games
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Business models

  • User pays

– One time to see/use – Recurring user subscriptions – AR content stores

  • Corporate pays

– Utility to loyal customers – Advertising using AR as a way of subsidizing free content to users

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Business models (2)

  • Local and hyper-local

– Retailer pays for walk-in

  • Education, sports,

cultural venues

– Sponsor or resell content

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What’s missing?

Computational power at low power consumption Algorithms understand moving shapes Good (excellent) user experiences

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http://www.ologyworld.com/Default.aspx?referrer=3Ddragon

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The biggest risk to the expansion of augmented reality

when users tire of the existing libraries and sponsored content

is the lack of good (high) quality content for AR-assisted experiences

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What does this mean for publishers?

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Authoring AR Content Today

Local Content Web Server Cloud Content

AR Application/Content build (3D) assets GPS/KML (ARML)

Current limitations

  • Specific platforms (handsets, players)
  • Physical “anchor” recognition
  • Low ability to represent and manipulate objects (unless

using game engines) or introduce interactivity

AR-capable handset AR Browser-specific SDK or web-based Authoring environment

AR Browser/ player AR application

and/or

AR content and assoc physical world anchor AR content and assoc physical world anchor

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Crossing the River

Builders of AR experiences Providers of visual and editorial content “objects”

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Partnerships, not silos

  • Contextually sensitive content

– Learning situations – Geo-location tagged content

  • Digital content combined with

– Signage – Physical pages in books or other printed media

  • Content accessible with heads up displays
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Augmented Reality is about providing experiences Augmented Reality continues what the Internet started Augmented Reality is a new source of revenue for publishers

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Publisher’s mindshare

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Mobile Augmented Reality

Christine Perey cperey@perey.com +41 79 436 68 69 +1 (617) 848-8159

Reality Improved

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Companies and projects mentioned

http://www.google.com http://www.kooaba.com http://www.mobilizy.com http://www.acrossair.com http://www.ologyworld.com/Default.aspx?referrer=3Ddragon http://www.layar.com http://www.int13.com http://www.augmentedenvironments.org/lab/research/handheld-ar/arhrrrr/ http://www.putaspell.com Applications shown at the Mobile AR Showcase Feb 17 2010 (Barcelona) http://mwc2010.mobi/ar_showcase/2010/02/01/showcase-directory/