augmented reality

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Augmented Realitywhat is currently possible and what is the use

2009 Total Active Media

Martijn Arts

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ActivitiesPositioningProfiling

Founded 1963 TOTAL DESIGN

2000 changed nameTOTAL IDENTITY

GroupTOTAL IDENTITY- Amsterdam- The HagueTOTAL ACTIVE MEDIA VERMEULENALLCOMMUNICATION SOFTWARE

No staff112

AreasConsultancyDesignPublishingInteractionPRCampaign

Earnings2005 10,7 mln2006 11,9 mln2007 14,2 mln2008 13,4 mln

Network partnersAntwerpBolzanoBremenDubaiHamburgLisboaMadrid

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Martijn ArtsLives in AmsterdamBorn in 1973MsC Delft Tech. [email protected]

Total Active MediaManaging Director.

Total IdentityShareholderBoard of directors

Social NetworksLinkedInHyvesTwitter (arts118)

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online

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WEB 1.0, 2.0, 3,0, …

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WEB 1.0

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WEB 2.0

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WEB 3.0

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9 petitinvention.wordpress.com

WEB 4.0

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• 1997-2005• “Everyones first time”• Network as broadcasting channel fort text and images• Paper publishing done on screen — no new concepts• One-size-fits-all or broadcasting• Contentmanagement• “the web of documents” — page based internet• Internet seen as antisocial• Internet as speciality• Use only on workstation

WEB 1.0

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• world wide web — www• hyperlink• chatten• forum• newsgroups• Gopher• animated gif• imagemap• HTML• e-mail• homepage• banner• zoekmachine — googelen

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• 2005-2009• Hype or marketing term — possibilities were always there• Network as distribution channel — applications as modules• Users own data — user generated content• Best practices and archetypes have evolved in websites• WIKI’s, RSS and webservices — website as mashup• Open architectures invokes semantic web and free structures• Social-networks and social communities florish• Internet as part of everyones business• Use at different places and moments — information based

WEB 2.0

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• User generated content• WIKI• Blogging — moblog, weblog• VOIP• RSS• AJAX• Profiling• Mashup• Open source• Tagging• Widgets• Social bookmarks

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• 2009-2010• Transformation to a more seamless and interoperable whole• Network as platform — integration of modules and channels• Distributed databases — the ‘World Wide Database’• Open service business models — Webservice interoperability• Transformation to a more seamless and interoperable whole• Open X — OpenID, -APIs, -data formats, -source, DataLicense• “People are part of the web”• Internet is not mentioned anymore• Everywhere anytime — ubiquitous connectivity, X-chanel

WEB 3.0

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• the intelligent web• Grid and cloud computing• Open Data License• Roaming portable reputation• Semantic web — folksonomy• Autonomous agents• Statement-based datastores• Machine reasoning• Twitteren• e-Ink

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Jan Chipchase (Nokia)

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• 2010-?• Web-based information / -applications integrate in real world• Technology is becoming invisible — it really is a vehicle• Integrated streaming media — flow of emotions• Open media communication — psychology of machines• Location, information and time interoperate — the Borg• Any media is searchable / integratable — visual search etc.• Augmented reality — extensions to everything we know• Everything is touchable, communicative etc.• Beyond channels and semantics — rich content / rich media

WEB 4.0

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• pocketable — wearables• extreme rich media• real time associations• associative learning• augmented reality• technology literacy• blurring boundaries• invisible, social cues• ambient technology• contextual profiling• serial-solitary

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AugmentedReality

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(short) VIDEO “MINORITY REPORT”

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AugmentedPackaging

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(short) VIDEO ON AUGMENTED PACKAGING

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Explanation on how it works for serviceSelling the product - sales and promotionsExplanation can be personalizedUsing multimedia to “tell a story”Adding interactivity results in an experience

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Packaging

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AugmentedPresenting

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(short) VIDEO ON PRESENTING

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Adding experience to a presentationCreating dialogueAdding new dimensionsAdding extra informationVisualizing otherwise abstract info

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Presenting

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AugmentedAdvertising

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(short) VIDEO ON ADVERTISING

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More powerfull communicationAdding moving elementsUsing personal stories Idols can explain the productExtra information on the brandAdding social stuff to campaign - highscores

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Advertizing

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AugmentedPublishing

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(short) VIDEO ON AUGMENTED PUBLISHING

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“images say more thatn a 1000 words”Especially good for publishing on architecture e.g.Crossmedia publishingAdding 3D visuals to stories

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Publishing

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AugmentedVisualizing

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(short) VIDEO ON AUGMENTED VISUALIZING

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“images say more thatn a 1000 words”Learning by doing - good for educationExplaining trends and differencesMaking statistics visual

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Visualizing

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AugmentedExhibiting

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Adding interactivity results in an experienceBeing able to step into another worldGo back in time and experience how it wasEspecially for education and school tasksMaking stories come to live

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Exhibiting

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Shopping made more easy by adding informationWhat is good and what not?What did I take last time?What do my friends say about this product?Is it environmental friendly?Where can I get this cheaper?

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Retailing

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Image recognition so no GPSAdding layers to realityAdding directions Blurring boundaries - mixing real with unrealCreate an experience in a tour

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Touristing

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Step-by-step explanation of repairing a car e.g.Adding howto’s to tasks to everything - IKEA e.g.Including alerts for hazards and expert helpRealtime ordering for stuff that you needLocation independent assistance

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Maintaining

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PersonalizationReal time informationAdapting to time and spaceContext awareSocial bonding

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Clothing

augmented reality

Technology

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experience

good

web

web 4

web 1

product