State-Of-The-Art

State-of-the-Art

Hyperlocal Mobile Advertising Charles Woodward, VTT

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 1 Scope of the Study

Sources ƒ Mobile World Congress, Barcelona, 27-29 March 2012 ƒ Others: ARE 2011, ISMAR 2011, Google, Web

Update from previous study ƒ NextMedia / Ubimedia State-of-the-Art report 2011

Further technical information available at ƒ Liite: Mika Hakkarainen (VTT): Lisätyn todellisuuden alustat

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 2 Application Categories

Categories ƒ Geo located, World Browsing (WB) ƒ Image based, Close Range (CR)

Main applications ƒ Layar CR commercial, WB free ƒ Wikitude, WB, commercial / free ƒ Metaio CR, WB, SDK, commercial ƒ Aurasma, CR, commercial ƒ BlippAR, CR, commercial ƒ T-Immersion (D-Fusion), CR, commercial ƒ Qualcomm (Vuforia), CR, SDK, free

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 3 Layar

Layar http://layar.com/ ƒ World’s first commercial AR World Browser, 2009 ƒ Received €14 Million VC investment in 2010 ƒ Over 10 Million installs of Layar Reality Browser ƒ Comes preinstalled on Samsung Galaxy tablets ƒ Free for developers

Commercial product: Layar Vision ƒ See video http://www.youtube.com/watch?v=AsD0DuPT1GI&feature=youtu.be ƒ Layar Vision Pricing http://www.layar.com/browser/pricing/ ƒ 0,01 € per match, first 10,000 free, max €1000 per month

Also: Layar Stiktu ƒ Enables image based content creation by end-users ƒ See video http://www.stiktu.com/ NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 4 Metaio

Metaio http://www.metaio.com ƒ Offers both location based & close range solutions ƒ See examples, http://www.metaio.com/software/junaio-plugin/ etc. ƒ Success Stories, see http://www.junaio.com/publish/success-stories/

Products ƒ Metaio Design 2,5 – high end PC based functionality ƒ Metaio Mobile SDK v. 3.1 – mobile phones ƒ mCRUMBS – AR with HTML5 content

Licensing ƒ See http://www.metaio.com/software/mobile-sdk/ ƒ Free version with branding features: starting videos & splash screens ƒ Features: http://www.metaio.com/software/mobile-sdk/features/ ƒ Fixed prices €4,950 - €19,000 http://www.metaio.com/software/mobile- sdk/pricing/ NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 5 Metaio (contd.)

Statements by Thomas Alt, Co-Founder & CEO ƒ Meeting/discussion at Barcelona MWC ƒ In Germany, 10 Million magazine copies per month with AR content ƒ Mobile SDK with 70 applications, 1 Million users ƒ Goal: “AR on every smartphone by 2014”

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 6 Aurasma

Aurasma (Autonomy / HP) http://www.aurasma.com/ ƒ Augmenting of product packages & ads, iPhone & Android ƒ Also, “Location Auras” based on GPS, compass ƒ Sharing of auras by Channels & Social ƒ See http://www.youtube.com/aurasmalite

Revenue model ƒ http://www.aurasma.com/partners/get-involved ƒ Pay-per-click basis, no charge if just viewed ƒ Pricing model similar to Layar’s

Current market leader … ƒ 3 Million users, 3000 partners, 70 countries ƒ UK, Germany, Italy, Poland with most active users ƒ Commercial mainstream break predicted “October 2013” NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 7 BlibbAR

BlippAR http://www.blippar.com/ ƒ Augmenting of product packages & ads ƒ Marketing campaigns, see http://www.youtube.com/blippar1 ƒ Established June 2011, UK based, Qualcomm as investor ƒ Based on Qualcomm technology

Statements by Ambarish Mitra, Co-Founder & CEO ƒ Meeting/discussion at Barcelona MWC ƒ 0,5 Million users, 80 % active, 8 views per user ƒ 72 customers, 200 brands, e.g. Tesco total of 7 campaigns ƒ Revenue €1 Million in 8 months ƒ Pricing around €10,000 per project ƒ Offers monitoring of user behaviour, number of hits etc. ƒ Clear sales peaks measured with AR marketing campaigns ƒ “Blippar is already mainstream in UK” NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 8 13th Lab

Swedish developer (Stockholm), http://13thlab.com/ ƒ HTML based AR browser PointCloud http://pointcloud.io/ ƒ Currently implemented on iOS only (Android in Spring 2012) ƒ Also, some 3D SLAM technology & AR games

PointCloud ƒ Product announcement at Barcelona MWC ƒ “Computer vision enabled web pages”, “The seeing web” ƒ Fast image recognition & tracking locally on mobile phone ƒ Partnership with Metro Magazine, Sweden ƒ Free for users & developers!

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 9 Others

Total Imersion ƒ World’s leading template based & face tracking ƒ D’Fusion Studio announced for Free Download – but not for commercial use … ƒ Company concentrates mostly on project work

Qualcomm ƒ New “Vuforia” SDK released, http://www.qualcomm.com/solutions/augmented-reality ƒ Completely free, high-end template based tracking ƒ Examples – see http://youtu.be/x47mLRvrn78

ARToolWorks ƒ Met at Barcelona MWC with Ben Crenshaw, CEO & Phil Lamb, CTO

ƒ Some 300 new customers 2011 NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 10 Others (contd.)

Wikitude http://www.wikitude.com/en/ ƒ Original products: Wikitude.me / personal -> World Browser / public ƒ New products: Wikitude myWorld / Evernote http://www.wikitude.com/myworld - share places with friends ƒ Commercial product: Wikitude SDK €599 / 10,000 licenses

Tonchidot / Sekai Camera (Japan) ƒ In 2010: installed on 30% of iPhones, $12 Million VC investement ƒ See http://venturebeat.com/2010/09/30/japanese-augmented-reality- gaming-company-tonchidot-lands-12m/

GoldRun http://goldrungo.com ƒ Geo-located product placement ƒ Incl. two campaigns in Finland, 2011

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 11 Others (contd.)

ALVAR by VTT ƒ ALVAR Desktop (Windows, Linux) OpenSourced March/April 2012 ƒ ALVAR Mobile (iOS, Android, Symbian/Maemo/Meego) to be released 2012 ƒ ALVAR Web (Flash, Silverlight) available for project use ƒ http://virtual.vtt.fi/virtual/proj2/multimedia/

List of Augmented Reality SDKs ƒ Over 60 SDKs listed, up to date information (established 2012) ƒ http://www.icg.tu-graz.ac.at/Members/gerhard/augmented-reality-sdks

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 12 Further Notes

Statements by Christine Perey (Consultant) ƒ Meeting/discussion at Barcelona MWC ƒ Recent market study: 25 companies making > 1 Million € ƒ 50/50 project work vs. other (licensing / downloads)

AR in Japan / other countries ƒ Not much information available in the web ƒ Hakuhodo teamed up with the Asahi Shimbun newspaper, instantly receive extra video content; see http://blog.japantimes.co.jp/japan- pulse/augmented-reality-taking-it-to-another-level/ ƒ See also ”Portable Gaming in Japan: Redefining Urban Play Space and Changing Gameplay”, E. Cohen, http://asia.haifa.ac.il/semminar-best- works/gampeplay_final.pdf

New, interesting AR blog available ƒ Augmented Tomorrow http://www.augmentedtomorrow.com/

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 13 User Study, Spring 2011

“Online User Survey on Current Mobile Augmented Reality Applications”, T. Olsson, Proc. ISMAR 2011, pp. 75-83 ƒ Conducted through web survey linked to social media by leading app vendors ƒ Contains deep background material on existing applications & previous studies ƒ 2277 visits to survey page, 93 responses -> mainly early adopters

Some conclusions ƒ Most used apps: Layar, Google Goggles, Wikitude, junaio ƒ Curiosity and novelty value as main motivators to install application ƒ Over 50% of repondants used the applications at least once a week ƒ Mostly location-based information search ƒ Usefulness preferred over entertainment value ƒ Contradicting statements about usefulness of current applications ƒ Defeciences of s/w & inaccuracies of h/w seen as most prominent weaknesses ƒ Long-term value arises from day-to-day usefulness and quality & relevance of content NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 14 Print Media Applications

Metro Herald (Ireland) ƒ Campaign 19-30 Sep 2011, “World’s first fully augmented AR newspaper”, using BlippAR, http://blog.blippar.com/print-press/metro-herald-team-with- blippar-to-create-worlds-first-augmented-reality-newspaper/ ƒ Both editorial & advertising content, videos by news producer fyi

Metro in Sweden ƒ Starting March 2012, using 13th Lab Point Cloud Browser ƒ http://www.arcticstartup.com/2012/03/15/pointcloud-13th-labs

Statements by Andreas Klarén, Online Director of Metro Newspapers ƒ "We believe that the physical news paper is a great way to browse news and globally we reach more than 17 million readers who do so daily." ƒ ”We see this technology of connecting the physical world to the Internet as a natural convergence that has been in the making for some time, but technologies such as QR codes have simply not allowed for a good user experience in doing so." NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 15 Print Media Applications (contd.)

United DailyNews (Taiwan) ƒ “World’s first AR national newspaper”, using Aurasma, http://printmediacentr.com/2011/11/worlds-first-augmented-reality-national- newspaper/

Asahi Shimbun newspaper (Japan) ƒ Hakuhado advertising giant providing for extra video content, http://blog.japantimes.co.jp/japan-pulse/augmented-reality-taking-it-to- another-level/

Philadelphia Inquirer (USA) ƒ “First AR newspaper in North America”, using Aurasma ƒ http://printmediacentr.com/2012/04/philadelphia-newspaper-adds- augmented-reality-via-ipad-app/ ƒ Critical comment: “Is it of any value to use an iPAD to enhance newspaper content when you could just read the newspaper on the iPAD? … The technology is more interesting for (geo located) things that don’t necessarily have an immediate online presence.” NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 16 Print Media Applications (contd.)

Time Out (New Zealand Herald’s weekly ) ƒ New Zealand’ Herald’s weekly entertainment magazine ƒ Junaio aapplication, http://www.junaio.com/publish/success-stories/timeout/ ƒ “Scan channel to fill the magazine with stunning AR content like 3D images, videos & audio tracks” ƒ “Get the latest entertainment news, reviews and an events nearby” ƒ See video http://offer.nzherald.co.nz/timeout/

Other print media “success stories” by Junaio ƒ Stern (Sep 1, 2011), USA Today (Feb 3, 2011) ƒ See http://www.junaio.com/publish/success-stories/

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 17 Data Glasses

StarkHUD 2020 ƒ Concept video (not real), http://www.youtube.com/watch?v=1_u34kV9go0 ƒ Features: augmented reality, world browsing, face detection, gesture detection, social media, voice recognition, wireless, compact, …

Vuzix SMART Glasses ƒ Licensing partnership with Nokia ƒ Industrial model (monocular) to appear in fall 2012, price $2,500-5,000. ƒ Consumer model (stereo) planned for 2013, targeted price $350-600 ƒ See http://www.engadget.com/2012/01/12/vuzix- augmented-reality-smart-glasses-prototype-hands- on-video/

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 18 Data Glasses (contd.)

Google Project Glass ƒ First version apparently to be monocular, optical see-through ƒ Initial specs: http://www.augmentedtomorrow.com/google-augmented- reality-glasses-revealed-project-glass/ ƒ Integrated camera, microphone (voice input), icon user interface, calendar, weather, music player, camera/video recorder, motion sensors ƒ Crowdsourcing for applications … ƒ Expected on market by end of 2012 ?!

Other big players in the game ƒ Sony Personal 3D Viewer as commercial product; see http://www.sony.co.uk/hub/personal-3d-viewer ƒ Apple patent application http://www.patentlyapple.com/patently- apple/2008/04/apple-preparing-a-cool-ipod-visual-head-display-system.html ƒ Microsoft: Stereo Gaming helmet & lightweight eyewear in development, see http://www.pcmag.com/article2/0,2817,2401956,00.asp

NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 19 Conclusions

AR is becoming mainstream in 1-2 year’s time ƒ Already good consumer awareness in UK, Germany, Italy (Europe)

Shift from location-based services to image based applications ƒ User evaluations, company testimonials are hard to find

Today’s primary application: marketing campaigns ƒ Newcomers Aurasma, BlippAR having taken significant share of markets

Other applications / solutions ƒ Layar, Wikitude (geo located services), 13th Lab (news media) ƒ Vuforia, Metaio (application development)

Consumer level AR data glasses coming to market ƒ Google, Vuzix, other big players getting active NEXT MEDIA - A TIVIT PROGRAMME 21.5.2012 20