Augmented Reality and You continuing what the Internet started - PowerPoint PPT Presentation

Augmented Reality and You continuing what the Internet started Christine Perey 1 PEREY Research & Consulting

Who am I? • 1991 • Consultant/analyst Personal multimedia • Management consulting • 2004 – Strategy – Partnerships Mobile multimedia • Market research • 2006 • Market development Mobile Augmented Reality • Technology scouting • 2010 and transfer – Retail & – Print & commerce publishers 2 PEREY Research & Consulting

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Mobile Publishers Industry Mobile AR Summit & Execution Showcase @ MWC Awareness MobileMonday Augmented Reality Vision of the future Meetup Market components W3C Print and Web-based content 4 PEREY Research & Consulting

Publisher’s mindshare ? 5 PEREY Research & Consulting

Agenda • What is Augmented Reality? – What needs does it meet? – What problems does it solve? • Where is it heading? • Why should you care? • What can you do? 6 PEREY Research & Consulting

Often confused with Visual Search • Google Goggles • Nokia Point & Find • kooaba Interactive Print • Ricoh iCandy (iPhone) 7 PEREY Research & Consulting

What is AR? 8 PEREY Research & Consulting

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 9 PEREY Research & Consulting

Mont Blanc Geneva Thonon-les-Bains Lake Geneva Arriving in Montreux in 15 min camera, GPS, compass, accelerometer, microphone 10 PEREY Research & Consulting

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) 11 PEREY Research & Consulting

The “associated” digital data • A circle which has POI information associated with it (e.g., Layar) • A text box (e.g., AcrossAir, Wikitude) • A 3D object in fixed position (e.g. Overlay junaio) (on the • A “free standing” animated 3D object real world) • An “object” which can be manipulated/with which user can interact (e.g., games) 12 PEREY Research & Consulting

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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 14 PEREY Research & Consulting

Value proposition? • It depends – Novelty “just to see differently” – Information (in real time or not) in context – Service or friend discovery – Experiences 15 PEREY Research & Consulting

Why AR now? Personal navigation Social media Digital Real-time Web Local search content Socio- 3D in home cultural Wearable trends computing Handsets Networks 3D cinema • GPS • Compass • Powerful processors • Bandwidth to access cloud 16 PEREY Research & Consulting

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) 17 PEREY Research & Consulting

Eyewear 18 PEREY Research & Consulting

The AR Ecosystem 19 PEREY Research & Consulting

The Digital World PEREY Research & Consulting ????? AR Ecosystem Sensors on Mobile devices 20 The Physical World

Distribution of Power Content Application or browser Subscriber In the network Handset enablers requests • Recognition/matching • Sensors • Content insertion • Processing • Ads, updates, etc • Video overlay/display • Content management • User Interfaces • Activity logs • Network Interfaces • Load management 21 PEREY Research & Consulting

AR Ecosystem The Physical World The Digital World Sensors on Mobile devices Packaging, Discovery & Delivery wallet 22 PEREY Research & Consulting

Mobile AR Components User Interface/Experience Handset OS and GUI AR Player Detection & component Low level controllers Rendering Tracking Other… Engine Engine Local Content Handset Hardware/Low level components Cloud-based Services Recognition If Network-based or Billing Log-in Content distributed Mobile AR <..> </..> 23 PEREY Research & Consulting

Packaging: App Developers Mobilizy Tonchidot GraffitiGeo SequencePoint Software GetFugu AcrossAir Presselite int13 SnapTell >80 SR Engine Chemical Wedding Layar Nokia kooaba Insula Communications Yelp Robot Vision Salzburg Research GeoVector Cyborg Augment This! Metaio ARToolworks Pongr Fraunhofer iPhoneARkit LastMinute Labs (Qype) Imagination (AT) iTacitus Total Immersion TAT Ogmento UrbanSpoon + Game Developers As of Feb 1, over 2,000 developers have access to Layar platform! 24 PEREY Research & Consulting

Discovery and Delivery • Mobile network operators • Handset manufacturers – Nokia • Network Equipment Providers – HTC • Alcatel Lucent • 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) 25 PEREY Research & Consulting

AR Ecosystem The Physical World The Digital World Sensors on Mobile devices Packaging, Discovery & Delivery Enablers Providers of enabling technology wallet Money and Statistics 26 PEREY Research & Consulting

Enablers Device AR Content enablers • AR SDKs and APIs • Mobile OS providers – Google – Layar – Apple – Mobilizy – Symbian – AcrossAir – BREW – GeoVector – Microsoft – Metaio • Mobile components – Open Source – Sensors (GPS, compass, • Algorithms video camera) – Displays – Natural Feature • Mobile handset manufacturers Recognizers – SDKs for AR developers – Speech  Text • 3D and 2D graphic tools 27 PEREY Research & Consulting

AR Ecosystem The Physical World Social Media The Digital World CONTENT Sensors on Mobile devices Providers/Publishers Merchants, Brands Packaging, Discovery & Delivery Enablers Providers of enabling technology wallet Money and Statistics 28 PEREY Research & Consulting

http://www.youtube.com/acrossair 29 PEREY Research & Consulting

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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 31 PEREY Research & Consulting

http://www.ologyworld.com/Default.aspx?referrer=3Ddragon 32 PEREY Research & Consulting

Marketing for publishers and brands • Help customers and prospects find and purchase CDs, Books and DVDs using natural feature recognition (visual search) 33 PEREY Research & Consulting

AR Games • Shoot’em up • Digital signage (Fancouver, yahoo!) • Learning games 34 PEREY Research & Consulting

Business models • User pays – One time to see/use – Recurring user subscriptions – AR content stores • Corporate pays – Utility to loyal customers – Advertising using AR as a way of subsidizing free content to users 35 PEREY Research & Consulting

Business models (2) • Local and hyper-local – Retailer pays for walk-in • Education, sports, cultural venues – Sponsor or resell content 36 PEREY Research & Consulting

What’s missing? Computational power at low power consumption Algorithms understand moving shapes Good (excellent) user experiences 37 PEREY Research & Consulting

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The biggest risk to the expansion of augmented reality when users tire of the existing libraries and sponsored content is the lack of good (high) quality content for AR-assisted experiences 39 PEREY Research & Consulting

What does this mean for publishers? 40 PEREY Research & Consulting

Authoring AR Content Today AR content and assoc physical world anchor AR Browser-specific SDK or web-based Authoring environment AR-capable handset and/or AR AR Browser/ AR content and application player assoc physical world anchor AR Application/Content Local Content build (3D) assets GPS/KML (ARML) 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 41 PEREY Research & Consulting

Crossing the River Providers of visual Builders of and editorial AR experiences content “objects” 42 PEREY Research & Consulting