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Reality Behind Augmented Reality in Context of Adstuck MINOR PROJECT On REALITY BEHIND AUGMENTED REALITY IN CONTEXT OF ADSTUCK By PANKHOURI GARG (MBA – Class of 2014) Under the Supervision of Dr. Mrs Anita Venaik In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration At AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2014 1 DECLARATION Title of Project Report REALITY BEHIND AUGMENTED REALITY IN CONTEXT OF ADSTUCK I declare (a) That the work presented for assessment in this Minor Project Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged. (b) That this paper consists of 5 % plagiarism. (c) That the work confirms to the guidelines for presentation and style set out in the relevant documentation. Date:…………… PANKHOURI GARG MBA –Class of 2014 2 DECLARATION Title of Project Report REALITY BEHIND AUGMENTED REALITY IN CONTEXT OF ADSTUCK I declare (d) That the work presented for assessment in this Minor Project Report by Ms. Pankhouri Garg, is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged. (e) That this paper consists of 5 % plagiarism. (f) That the work confirms to the guidelines for presentation and style set out in the relevant documentation. Date: …………… Dr. Mrs.Anita Venaik Assistant Professor Information Technology 3 ACKNOWLEDGEMENT I owe a great many thanks to a great many people who helped and supported me during the making of this project report. I would like to thank my faculty guide Dr. Mrs. Anita Venaik, Amity Business School, for her guidance throughout the project. I would like to thank her for guiding me with some examples that are related to the topic of the project, for suggesting alternative solutions & sharing her valuable experience & knowledge with me, and also for facilitating me in gaining practical knowledge. I would also like to thank the Company ADSTUCK which inspired me greatly to work on this project. This project has been made possible through the direct and indirect co-operation of various staff members of ADSTUCK. Without their co-operation & help the completion of this project was not possible. 4 TABLE OF CONTENTS TOPIC PAGE Chapter 1 1 Introduction – Overview Affect on Business 10 AR on CELL PHONES 11 AR APPS 12 Chapter 2 17 Company Profile 18 AR at ADSTUCK Chapter 3 Research Methodology Chapter 4 19 4.1 Findings : Technology behind ALIVE APP – concept GOLIVE APP – concept AREAL APP – concept AFAQS Bridge Offline and Online Switch from TELI-brahma AR softwares – open and proprietary 4.2 Analysis and Interpretations 28 AR in Games AR in military SWOT for Adstuck Chapter 5 33 Limitations Future References 39 5 TABLE OF FIGURES DETAILS PAGE Fig 1 : Areal App Fig 2 : FitYour Fig 3 : AllMeet Fig 4 : Hear Fig 5 : Spark Fig 6 : iCodAR Fig 7 : Adstuck Fig 8 : value chain at Adstuck Fig 9 : Alive app in Times Of India Fig 10 : first alive app in ‘Bahrain week’ Fig 11 : Areal App at Adstuck Fig 12 : Afaqs and Adstuck Fig 13 : Alive App in TOI Fig 14 : SWOT analysis CHAPTER 1: INTRODUCTION 6 Augmented reality is changing the way we view the world -- or at least the way its users see the world. Picture yourself walking or driving down the street. With augmented-reality displays, which will eventually look much like a normal pair of glasses, informative graphics will appear in your field of view, and audio will coincide with whatever you see. These enhancements will be refreshed continually to reflect the movements of your head. Similar devices and applications already exist, particularly on smartphones like the iPhone. The basic idea of augmented reality is to superimpose graphics, audio and other sensory enhancements over a real-world environment in real time. Sounds pretty simple. However, augmented reality is more advanced than any technology you've seen in television broadcasts, although some new TV effects come close. But these systems display graphics for only one point of view. Next-generation augmented- reality systems will display graphics for each viewer's perspective. Augmented reality is a technology that wipes out the difference between the real and the digital. This technology resonates with the customers in such a way that lets brands actually interact with them. Be it, taking a test drive of latest car model, playing a game or learning new recipe. It is now the big thing in the mobile world and has the capacity to amaze people with its possibilities. The main concept of Augmented Reality is to superimpose graphics, audio or any other sense enhancements in a real-time manner. The technology incorporates three components which include head-mounted display, tracking system and mobile computing power into one unit. SIXTH SENSE 7 Some of the most exciting augmented-reality work is taking place in research labs at universities around the world. In February 2009, at the TED conference, Pattie Maes and Pranav Mistry presented their augmented-reality system, which they developed as part of MIT Media Lab's Fluid Interfaces Group. They call it SixthSense, and it relies on some basic components that are found in many augmented reality systems: • Camera • Small projector • Smartphone • Mirror These components are strung together in a lanyard like apparatus that the user wears around his neck. The user also wears four colored caps on the fingers, and these caps are used to manipulate the images that the projector emits. SixthSense essentially turns any surface into an interactive screen. Essentially, the device works by using the camera and mirror to examine the surrounding world, feeding that image to the phone (which processes the image, gathers GPS coordinates and pulls data from the Internet), and then projecting information from the projector onto the surface in front of the user, whether it's a wrist, a wall, or even a person. Because the user is wearing the camera on his chest, SixthSense will augment whatever he looks at; for example, if he picks up a can of soup in a grocery store, SixthSense can find and project onto the soup information about its ingredients, price, nutritional value. By using his capped fingers -- Pattie Maes says even fingers with different colors of nail polish would work -- a user can perform actions on the projected information, which are then picked up by the camera and processed by the phone. If he wants to know more about that can of soup than is projected on it, he can use his fingers to interact with the projected image and learn about, say, competing brands. SixthSense can also recognize complex gestures -- draw a circle on your wrist and SixthSense projects a watch with the current time. 8 Video games have been entertaining us for nearly 30 years, ever since Pong was introduced to arcades in the early 1970s.Computer graphics have become much more sophisticated since then, and game graphics are pushing the barriers of photorealism. Now, researchers and engineers are pulling graphics out of yourtelevision screen or computer display and integrating them into real-world environments. This new technology, called augmented reality, blurs the line between what's real and what's computer-generated by enhancing what we see, hear, feel and smell. On the spectrum between virtual reality, which creates immersive, computer- generated environments, and the real world, augmented reality is closer to the real world. Augmented reality adds graphics, sounds, haptic feedback and smell to the natural world as it exists. Both video games and cell phones are driving the development of augmented reality. Everyone from tourists, to soldiers, to someone looking for the closest subway stop can now benefit from the ability to place computer-generated graphics in their field of vision. 1.2 AFFECT on BUSINESS This technology is soon going to be a big deal for business. When it comes to getting a good customer experience, brands need to be more creative. See, how it 9 can affect your business: 1. Marketing tool: For brands to make a real impact on customers, marketers need to be more thoughtful and creative. In today’s world, there are two types of organizations – those who understand and have utilized mobile AR as a definitive marketing tool and those who have not. It can prove to be a great tool for brands to market themselves and help them stand out of the crowd. 2. Advertising: If you want your organization to be seen as innovative, augmented reality, if pulled off correctly, is the technology for you. You brands being the first one will have a good impact in the market. Augmented Reality helps customers an enhanced view of the product prior to any purchase. 3. Social Media: To get an unpaid word-of-mouth marketing, social media combined with augmented reality would be the best option in today’s technical environment. If the users are impressed with the product, it will enhance their desire to share with the extended networks. 4. Presenting information: AR presents an innovative way to present the information about the company or product in a surprising and contemporary manner. User-interaction control and feedback: Once you have served the consumers, it is important to gather their feedback about the product. This is one crucial factor in determining the success of the business. Use of AR for this will make the job easier for you and the customers as well. 5. Geographical data: Augmented reality can help to get the geographic distribution of customer using your location. This can be very helpful for good tuning of marketing campaigns run by brands.
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