continuing what the Internet started Christine Pereyassets.en.oreilly.com/1/event/33/Augmented Reality and...continuing what the Internet started Christine Perey PEREY Research & Consulting

PEREY Research & Consulting 1

Augmented Reality and You continuing what the Internet started

Christine Perey


Who am I? • Consultant/analyst • Management consulting

– Strategy – Partnerships

• Market research • Market development • Technology scouting

and transfer

• 1991 Personal multimedia • 2004 Mobile multimedia • 2006 Mobile Augmented Reality • 2010

– Print & publishers

– Retail & commerce



Publishers Mobile Industry

W3C

Augmented Reality Meetup

MobileMonday

Mobile AR Summit & Showcase @ MWC

Market components

Vision of the future

Awareness

Execution

Print and Web-based content


Publisher’s mindshare

?


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?


Often confused with Visual Search

• Google Goggles

• Nokia Point & Find

• kooaba Interactive Print

• Ricoh iCandy (iPhone)


What is AR?


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


camera, GPS, compass, accelerometer, microphone

Mont Blanc

Thonon-les-Bains

Lake Geneva

Geneva

Arriving in Montreux in

15 min


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)


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.

junaio) • A “free standing” animated 3D object • An “object” which can be

manipulated/with which user can interact (e.g., games)

Overlay (on the real world)



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


Value proposition?

• It depends – Novelty “just to see differently” – Information (in real time or not) in context – Service or friend discovery

– Experiences


Why AR now?

Handsets Networks

• GPS • Compass • Powerful processors • Bandwidth to access cloud

Socio-cultural trends

Digital content

Wearable computing

Local search

Social media Real-time Web

Personal navigation

3D in home

3D cinema


The evolution of AR

Today • Mobile relies largely on

location-based triggers and cloud-based data

• PC-based experiences rely largely on markers and locally-stored data bases

Beyond 2010 • Markers disappear

– Recognition of every day objects and people

• User experience improves – Active Matrix Organic LED – Pico Projectors

• Overlay with lights and camera (mobile phone)


Eyewear


The AR Ecosystem


The

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sica

l Wor

ld

Sensors on

Mob

ile devices

The

Dig

ital W

orld

AR Ecosystem

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Distribution of Power

Handset enablers • Sensors • Processing • Video overlay/display • User Interfaces • Network Interfaces

In the network • Recognition/matching • Content insertion

• Ads, updates, etc • Content management

• Activity logs • Load management

Subscriber requests

Application or browser

Content


Packaging, Discovery

& Delivery

The

Phy

sica

l Wor

ld

wallet

Sensors on

Mob

ile devices

The

Dig

ital W

orld

AR Ecosystem

PEREY Research & Consulting 23 R

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Mobile AR Components

Det

ectio

n &

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acki

ng

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ine

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ngin

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AR Player

Cloud-based Services

Bill

ing

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User Interface/Experience H

ands

et O

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UI

Local Content

Handset Hardware/Low level components

If Network-based or distributed Mobile AR

Oth

er…


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 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!

>80


Discovery and Delivery

• Mobile network operators • Network Equipment Providers

• Alcatel Lucent • Ericsson

• Operators of cloud-based algorithms – Context identification – Device ID/management – Digital Publishing Software – Information Infrastructure

Software providers

• Handset manufacturers – Nokia – HTC – Samsung

• Operators of Application Stores – Apple – Google – RIM – Nokia

• Cross media promotions – Legacy (print, radio, TV) – Digital (eBook, Web)



& Delivery

Enablers Providers of enabling

technology

Money and Statistics

The

Phy

sica

l Wor

ld

wallet

Sensors on

Mob

ile devices

The

Dig

ital W

orld

AR Ecosystem


Enablers

Device • Mobile OS providers

– Google – Apple – Symbian – BREW – Microsoft

• Mobile components – Sensors (GPS, compass,

video camera) – Displays

• Mobile handset manufacturers – SDKs for AR developers

AR Content enablers • AR SDKs and APIs

– Layar – Mobilizy – AcrossAir – GeoVector – Metaio – Open Source

• Algorithms – Natural Feature

Recognizers – Speech Text

• 3D and 2D graphic tools


Social Media

CONTENT Providers/Publishers

Merchants, Brands


& Delivery

Enablers Providers of enabling

technology

Money and Statistics

The

Phy

sica

l Wor

ld

wallet

Sensors on

Mob

ile devices

The

Dig

ital W

orld

AR Ecosystem


http://www.youtube.com/acrossair

PEREY Research & Consulting 30 30


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


http://www.ologyworld.com/Default.aspx?referrer=3Ddragon


Marketing for publishers and brands

• Help customers and prospects find and purchase CDs, Books and DVDs using natural feature recognition (visual search)


AR Games

• Shoot’em up • Digital signage

(Fancouver, yahoo!) • Learning games


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


Business models (2)

• Local and hyper-local – Retailer pays for walk-in

• Education, sports, cultural venues – Sponsor or resell content


What’s missing?

Computational power at low power consumption

Algorithms understand moving shapes

Good (excellent) user experiences

PEREY Research & Consulting 38 http://www.ologyworld.com/Default.aspx?referrer=3Ddragon


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


What does this mean for publishers?


Authoring AR Content Today

Local Content

Web Server Cloud Content

AR Application/Content build (3D) assets

GPS/KML (ARML)

Current limitations • Specific platforms (handsets, players) • Physical “anchor” recognition • Low ability to represent and manipulate objects (unless using game engines) or introduce interactivity

AR-capable handset

AR Browser-specific SDK or web-based

Authoring environment

AR Browser/player

AR application

and/or

AR

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AR

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Crossing the River

Builders of AR experiences

Providers of visual and editorial content “objects”


Partnerships, not silos

• Contextually sensitive content – Learning situations – Geo-location tagged content

• Digital content combined with – Signage – Physical pages in books or other printed media

• Content accessible with heads up displays


Augmented Reality is about providing experiences

Augmented Reality continues what the Internet started

Augmented Reality is a new source of revenue for publishers


Publisher’s mindshare


Mobile Augmented Reality

Christine Perey [email protected]

+41 79 436 68 69 +1 (617) 848-8159

Reality Improved


Companies and projects mentioned http://www.google.com http://www.kooaba.com http://www.mobilizy.com http://www.acrossair.com http://www.ologyworld.com/Default.aspx?referrer=3Ddragon http://www.layar.com http://www.int13.com http://www.augmentedenvironments.org/lab/research/handheld-ar/arhrrrr/ http://www.putaspell.com

Applications shown at the Mobile AR Showcase Feb 17 2010 (Barcelona) http://mwc2010.mobi/ar_showcase/2010/02/01/showcase-directory/

Documents

continuing what the Internet started Christine Pereyassets.en.oreilly.com/1/event/33/Augmented Reality and...continuing what the Internet started Christine Perey PEREY Research & Consulting