continuing what the internet started christine pereyassets.en.oreilly.com/1/event/33/augmented...
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PEREY Research & Consulting 1
Augmented Reality and You continuing what the Internet started
Christine Perey
PEREY Research & Consulting 2
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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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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AR is not one technology
• The “cyber-colonization” of the real world
• A highly compelling, virtually endless SET of 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 objects and people
• User experience improves – Active Matrix Organic LED – Pico Projectors
• Overlay with lights and camera (mobile phone)
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The
Phy
sica
l Wor
ld
Sensors on
Mob
ile devices
The
Dig
ital W
orld
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 or browser
Content
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Packaging, Discovery
& Delivery
The
Phy
sica
l Wor
ld
wallet
Sensors on
Mob
ile devices
The
Dig
ital W
orld
AR Ecosystem
PEREY Research & Consulting 23 R
ecog
nitio
n
Mobile AR Components
Det
ectio
n &
Tr
acki
ng
Eng
ine
Ren
derin
g E
ngin
e
AR Player
Cloud-based Services
Bill
ing
Log-
in
Content <..> </..>
Low
leve
l co
mpo
nent
co
ntro
llers
User Interface/Experience H
ands
et O
S an
d G
UI
Local Content
Handset Hardware/Low level components
If Network-based or distributed Mobile AR
Oth
er…
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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
Phy
sica
l Wor
ld
wallet
Sensors on
Mob
ile devices
The
Dig
ital W
orld
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
Phy
sica
l Wor
ld
wallet
Sensors on
Mob
ile devices
The
Dig
ital W
orld
AR Ecosystem
PEREY Research & Consulting 31
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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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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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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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
con
tent
and
as
soc
phys
ical
w
orld
anc
hor
AR
con
tent
and
as
soc
phys
ical
w
orld
anc
hor
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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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Mobile Augmented Reality
Christine Perey [email protected]
+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/