Augmentedø Reality: Digital Data in and on the Real World
PEREY Research & Consulting 1 Why am I here?
• Consultant/analyst • 1991 • Management consulting Personal multimedia – Strategy • 2004 – Partnerships Mobile multimedia • Market research • 2006 • Market development Mobile Augmented Reality • Technology scouting • 2011 and transfer “Things of Interest”
PEREY Research & Consulting 2 Topics • What is AR? • What are the use cases? • Obstacles to growth • Future directions
PEREY Research & Consulting 3 Often confused with Visual Search
• Google Goggles
• Nokia Point & Find
• kooaba Interactive Print
• Ricoh iCandy (iPhone)
PEREY Research & Consulting 4 Mont Blanc Geneva
Thonon-les-Bains
Lake Geneva Arriving in Montreux in 15 min Overlay Mobile(Text, images, graphics,device 3D withobjects) sensorson the real world camera, GPS, compass, accelerometer, microphone
PEREY Research & Consulting 5 AR Continues what the Internet Began
Augmented Reality Interaction Physical The Physical World
with physical Objects (e.g. world parts Printed Media)
New Media Digital Media designed on CD-ROM for the Web
The Digital World On the Web
PEREY Research & Consulting 6 Why AR Now? Tactile interfaces Personalized Real-time Web Digital Information content Local search
Socio- 3D cultural trends Handsets • GPS Networks • Compass • Powerful processors • Bandwidth to access cloud
PEREY Research & Consulting 7 Classifications of AR
Industrial AR Desktop AR Mobile AR
Professional Applications Consumer Applications Enterprise Applications
PEREY Research & Consulting 8 Augmented Reality Applications
PEREY Research & Consulting 9 Finding your way
Acrossair Nearest Tube application for iPhones http://www.youtube.com/watch?v=U2uH-jrsSxs
IBM Seer application for Android Note that live tweets are embedded in the pop-up screen http://www.youtube.com/IBMScout#p/a/u/2/BMLgHGV4zWM
PEREY Research & Consulting 10 Retail Shopper
Tissot Watch campaign on High Street in GQ and T3 http://www.youtube.com/watch?v=sM70yME1OLk& Hostage Wear http://site.layar.com/company/blog/layer-of-the-week- shop-till-you-drop-in-the-new-hostage-virtual-shopping- layer
Adidas Neighborhood http://www.adidas.com/campaigns/originals_ss10/content/microsites/neighborhood/default.aspx PEREY Research & Consulting 11 Entertainment/Game applications
DNP Japan http://augmentedblog.wordpress.com/2010/04/09/metaio- and-dnp-japan-develop-first-augmented-reality-iphone- app-for-the-collectible-card-market/ Sosro (Indonesia)
Acrossair Virus killer 360 http://www.youtube.com/watch?v=qssUKAVN2kI Coke Zero and Avatar http://www.youtube.com/watch?v=APQ2OxgCNzE PEREY Research & Consulting 12 Automotive/Aerospace
BMW interface for the car
Boeing, Airbus and others in aviation use Augmented Reality for design, manufacturing, repair/maintenance and training.
General Motors and Carnegie Mellon University
PEREY Research & Consulting 13 Medical/Healthcare
Above, operating room with the MAGI system. Below, enhanced view perceived by the surgeon with overlaid virtual anatomical structure in blue. http://www.readwriteweb.com/archives/ Source: Edwards et al. Guy’s Hospital, London how_augmented_reality_helps_doctors_save_li ves.php 14 PEREY Research & Consulting Design/Architecture
Digital Marketing Suite http://www.seac02.it/
Novartis campus and the river Urban Design and Planning Department of Basel-Stadt and LifeClipper project http://www.lifeclipper.net/EN/general2.html
iLiving application for furniture http://www.metaio.com/iliving/ http://www.youtube.com/watch?v=pM_tXqH-vVM PEREY Research & Consulting 15 Banking
ING ATM finder (SPRX mobile) http://www.sprxmobile.com/ing-launches-augmented-reality-atm-finder-on-android/
PEREY Research & Consulting 16 Real Estate
Metaio, HotPads, Rofo http://www.youtube.com/watch?v=zctcPrQ4h-g Funda and Layar http://www.youtube.com/watch?v=b64_16K2e08
PEREY Research & Consulting 17 Defense
Glass Turret Visualization of mine fields Pathfinder Systems ARMAR , Marine Corps Steven Feiner, Steve Henderson at Columbia University http://www.youtube.com/watch?v=LaJxNw4-GXo
PEREY Research & Consulting 18 Public Sector
Emergency response systems: • fire fighting • police • natural disaster recovery
Public utilities (energy, water) using AR to aid with infrastructure deployment and maintenance
Bay Area Rapid Transit and metaio Many others (e.g., Tokyo, Portland’s Transit Agency) PEREY Research & Consulting 19 Other industries
• Learning and Training (Education) • Tourism/Visitor virtual tours • Urban planning All industries?
PEREY Research & Consulting 20 Print/Publishing
Augmented (3D) Atlas metaio
How to books HIT Lab New Zealand
Dragonology published by Templar http://www.youtube.com/watch?v=hv3d0wnSWLg Esquire Augmented Reality issue http://www.youtube.com/watch?v=LGwHQwgBzSI PEREY Research & Consulting 21 Breathing new life
• “Magic books” using AR with a webcam or camera phone and printed paper – Templar Dragonology – 3D Atlas • Interactive magazines – Popular Science – Esquire magazine – InStyle – Others
PEREY Research & Consulting 22 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 23 Unlocking 3D from the Page
Moving the shape off the page. Shape recognition for individual Example – Include a washable elements on page tattoo or sticker with book Background images from Shape Recognition and Pose Estimation for Mobile Augmented Reality, The HIT Lab NZ
PEREY Research & Consulting 24 Workflow
Using a mobile phone with a camera: 1. User opens the application and the book 2. Snaps or scans a photo of the page 3. Receives the enriched materials on the display of the phone or can hear the book being read
PEREY Research & Consulting 25 Not eReader or eBook
• It’s not a different version of the same work • Its new content, uniquely designed to be used in combination with the existing printed page
PEREY Research & Consulting 26 Obstacles to Growth of Augmented Reality
PEREY Research & Consulting 27 Categories of Obstacles
TechnologyUser Business
experience Sociocultural Legal/Ethical
PEREY Research & Consulting 28 Technology Risk Plot
Computationally 3G Network complex coverage
Battery Application life doesn’t work
Severity Many devices indoors Technology and content silos Map fragmen tation
Time
PEREY Research & Consulting 29 The Role of Standards
• Lowering “friction” between content publishers and users • Interoperable platforms and apps • Increasing the speed of development – Content – platforms • Lowering the cost
PEREY Research & Consulting 30 New Directions in Augmented Reality
PEREY Research & Consulting 31 Eyewear for mobile AR
PEREY Research & Consulting 32 Augmented Reality: Continuing what the Internet Began
Christine Perey Reality [email protected] +41 79 436 68 69 Improved +1 (617) 848-8159
PEREY Research & Consulting 33