continuing what the Internet started

Christine Perey

PEREY Research & Consulting 1 Who am I?

• Consultant/analyst • 1991 • Management consulting Personal multimedia – Strategy • 2004 – Partnerships Mobile multimedia • Market research • 2006 • Market development Mobile Augmented Reality • Technology scouting • 2010 and transfer – Print & – Retail & publishers commerce

PEREY Research & Consulting 2 Agenda

• What is Augmented Reality? – A little history – What needs does it meet? – What problems does it solve? • Where is it heading? • Why should you care? • What can you do?

PEREY Research & Consulting 3 What is AR?

PEREY Research & Consulting 4 WorldBoard Concept 1996

1990s: many researchers started to co-locate information with physical space

J. Spohrer 1996: What comes after the World Wide Web?

Information “in place” The world as a repository of information

PEREY Research & Consulting 5 Ten years later (presented at SIGGRAPH 2006)

• Make use of “Web 2.0” photo collections (e.g. Flicker) • Automatic process to register images to common coordinate system • Browse this registered collection as a 3D image world

PEREY Research & Consulting 6 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

PEREY Research & Consulting 7 Often confused with Visual Search

• Google Goggles

• Nokia Point & Find

• kooaba Interactive Print

• Ricoh iCandy (iPhone)

PEREY Research & Consulting 8 Mont Blanc Geneva

Thonon-les-Bains

Lake Geneva Arriving in Montreux in 15 min

camera, GPS, compass, accelerometer, microphone

PEREY Research & Consulting 9 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)

PEREY Research & Consulting 10 The “associated” digital data

• A circle which has POI information associated with it (e.g., Layar) • A text box (e.g., AcrossAir, Wikitude) Overlay • A 3D object in fixed position (e.g. junaio) (on the • A “free standing” animated 3D object real • An “object” which can be manipulated/with world) which user can interact (e.g., games)

PEREY Research & Consulting 11 PEREY Research & Consulting 12 Mobile AR Users Today

• 1+ Million • Technology elite – Mostly male – Flat rate data plans – • 90+% of activity on Android and iPhone – Tolerant of rough edges – Avid users of social networking • Japan, Western Europe and US

PEREY Research & Consulting 13 Value proposition?

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

PEREY Research & Consulting 14 Why AR now? Personal navigation Social media Real-time Web Digital content Local search

Socio- 3D in home Wearable cultural computing trends Handsets 3D cinema Networks • GPS • Compass • Powerful processors • Bandwidth to access cloud

PEREY Research & Consulting 15 The evolution of AR

Today Beyond 2010 • Mobile relies largely on • Markers disappear location-based triggers and – Recognition of every day cloud-based data objects and people • PC-based experiences rely • User experience improves largely on markers and – Active Matrix Organic LED locally-stored data bases – Pico Projectors • Overlay with lights and camera (mobile phone)

PEREY Research & Consulting 16 Eyewear

PEREY Research & Consulting 17 The AR Ecosystem

PEREY Research & Consulting 18 AR Ecosystem

?????

Sensors on Mobile Mobile on devices Sensors

The Physical World Physical The The Digital World Digital The

PEREY Research & Consulting 19 AR Ecosystem

Packaging, Discovery &

Delivery

Sensors on Mobile Mobile on devices Sensors

The Physical World Physical The The Digital World Digital The wallet

PEREY Research & Consulting 20 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>80 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!

PEREY Research & Consulting 21 Discovery and Delivery

• Mobile network operators • Handset manufacturers • Network Equipment Providers – Nokia • Alcatel Lucent – HTC • Ericsson – Samsung • Operators of cloud-based • Operators of Application Stores algorithms – Apple – Context identification – Google – Device ID/management – RIM – Digital Publishing Software – Nokia – Information Infrastructure • Cross media promotions Software providers – Legacy (print, radio, TV) – Digital (eBook, Web)

PEREY Research & Consulting 22 AR Ecosystem

Packaging, Discovery & Delivery

Enablers Sensors on Mobile Mobile on devices Sensors

Providers of enabling World Physical The

The Digital World Digital The technology wallet Money and Statistics PEREY Research & Consulting 23 Enablers

Device AR Content enablers • Mobile OS providers • AR SDKs and APIs – Google – Layar – Apple – Mobilizy – Symbian – AcrossAir – BREW – GeoVector – – Metaio • Mobile components – Sensors (GPS, compass, – Open Source video camera) • Algorithms – Displays – Natural Feature • Mobile handset manufacturers Recognizers – SDKs for AR developers – Speech  Text • 3D and 2D graphic tools

PEREY Research & Consulting 24 AR Ecosystem

Social Media

CONTENT Providers/Publishers

Merchants, Brands

Packaging, Discovery & Delivery

Enablers Sensors on Mobile Mobile on devices Sensors

Providers of enabling World Physical The

The Digital World Digital The technology wallet Money and Statistics PEREY Research & Consulting 25 Finding your way

PEREY Research & Consulting 26 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

PEREY Research & Consulting 27 Marketing for publishers and brands • Help customers and prospects find and purchase CDs, Books and DVDs using natural feature recognition (visual search)

PEREY Research & Consulting 28 AR Games

• Shoot’em up • Digital signage (Fancouver, yahoo!) • Learning games

PEREY Research & Consulting 29 What’s missing?

Computational power at low power consumption

Algorithms understand moving shapes

Good (excellent) user experiences

Integration with business and backend PEREY Research & Consulting 30 31 PEREY Researchhttp://www.ologyworld.com/Default.aspx?referrer=3Ddragon & Consulting Authoring AR Content Today

AR Browser-specific SDK or web-based

Authoring environment

world anchor world assoc physical physical assoc

AR content and and content AR AR-capable handset and/or AR AR application Browser/player

AR Application/Content Local Content build (3D) assets

GPS/KML (ARML)

world anchor world

assoc physical physical assoc AR content and and content AR Current limitations • Specific platforms (handsets, players) • Physical “anchor” recognition Web Server • Low ability to represent and manipulate objects (unless Cloud Content using game engines) or introduce interactivity

PEREY Research & Consulting 32 On the Frontier

Known Unknown Physical Digital 2D 3D Search Discover

PEREY Research & Consulting 33 Augmented Reality continues what the Internet started

Augmented Reality is about providing experiences

Augmented Reality is a new source of revenue

PEREY Research & Consulting 34 Mobile Augmented Reality

Christine Perey Reality [email protected] +41 79 436 68 69 Improved +1 (617) 848-8159

PEREY Research & Consulting 35