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Mobile Augmented Reality Time of Enlightenment Dylan Banarse © 2011 Optricks Media Ltd

Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

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Page 1: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Mobile Augmented Reality

Time of Enlightenment

Dylan Banarse

© 2011 Optricks Media Ltd

Page 2: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Augmented Reality

Viewing computer graphics and information embedded in the real-world

© 2011 Optricks Media Ltd

Page 3: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Mobile AR Viewing● Now

○ ‘Magic window’○ 2D camera, 2D screen (mobile)○ 3D camera, 3D screen (3DS)

● Future○ Projected and wearable AR

© 2011 Optricks Media Ltd

Page 4: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Embedding in the Real World

● Geolocation

● Marker

● Natural Feature

© 2011 Optricks Media Ltd

Page 5: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Geolocation

© 2011 Optricks Media Ltd

Page 6: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Markers

© 2011 Optricks Media Ltd

Page 7: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Natural Feature

© 2011 Optricks Media Ltd

Page 8: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

AR Convergence

2008

2009

2010

2011

geolocationaccelerometers

ID Markers Image markers

location-based natural features

© 2011 Optricks Media Ltd

Page 9: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Emerging Uses

● Value add○ Enhancing print media,

board games & card games

● Information○ Museum and event

guides● Visualisation Tools

○ See real things, virtually.

© 2011 Optricks Media Ltd

Page 10: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

AR GrowthAugmented Reality growing from less than $20 million currently to more than $300 million in 2014*

*Source: UK based ABI Research company http://www.abiresearch.com/research/1004689

197 million augmented reality‐capable smartphones set to be in the global market by 2012, up from nearly 91 million in 2010

Total annual revenues from AR‐enabled mob apps will reach $732 million in 2014, up from less than $2 million in 2010. ** **Source: UK based Juniper Research company http://www.juniperresearch.com/shop/viewreport.php?id=197

“AR will be one of the top 10 disruptive technologies from 2008 through 2012.” - Gartner

© 2011 Optricks Media Ltd

Page 11: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Hype?Gartner Hype Cycle

© 2011 Optricks Media Ltd

Page 12: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Augmented Reality Trending

- AR- iPhone AR- Android AR- Nintendo 3DS AR- iPad AR

© 2011 Optricks Media Ltd

Page 13: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

AR Mobile Trends

- AR- iPhone AR- Android AR- Nintendo 3DS AR- iPad AR

iPhone API change

© 2011 Optricks Media Ltd

Page 14: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Enlightenment

Peak of Inflated expectations

Trough of disillusionment

Slope of enlightenment

Qualcomm contest

Nintendo 3DS Launch

© 2011 Optricks Media Ltd

Page 15: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Summary

● Climbing the Slope of Enlightenment○ Loosing pure novelty value○ Now looking for practical applications

● Technology is maturing and converging○ Both new and maturing SDKs and platforms○ Developers more experienced

● Focus on content and UX○ Producing the right creative ideas with the right technical

solutions

© 2011 Optricks Media Ltd

Page 16: Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

Thank you.

© 2011 Optricks Media Ltd