Augmented Reality 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 – Smartphones • 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 – Microsoft – 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