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 on Mobile devices Sensors The Physical World Physical The The Digital World Digital The PEREY Research & Consulting 19 AR Ecosystem Packaging, Discovery & Delivery Sensors on Mobile on Mobile 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 on Mobile 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 on Mobile 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.