Augmented Reality

Augmented Reality what is currently possible and what is the use 2009 Total Active Media © TOTAL IDENTITY Martijn Arts 1

Total Identity Areas Activities Consultancy Positioning Design Proﬁling Publishing Interaction Founded PR 1963 TOTAL DESIGN Campaign 2000 changed name Earnings TOTAL IDENTITY 2005 10,7 mln 2006 11,9 mln Group 2007 14,2 mln TOTAL IDENTITY 2008 13,4 mln - Amsterdam - The Hague Network partners TOTAL ACTIVE MEDIA Antwerp VERMEULEN Bolzano ALLCOMMUNICATION © TOTAL IDENTITY Bremen SOFTWARE Dubai Hamburg No staff Lisboa 112 Madrid 2

Martijn Arts Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Managing Director. Total Identity Shareholder Board of directors © TOTAL IDENTITY Social Networks LinkedIn Hyves Twitter (arts118) 3

4 © TOTAL IDENTITY online

WEB 1.0, 2.0, 3,0, … © TOTAL IDENTITY 5

6 © TOTAL IDENTITY WEB 1.0

WEB 4.0 © TOTAL IDENTITY 9 petitinvention.wordpress.com

WEB 1.0 • 1997-2005 • “Everyones ﬁrst time” • Network as broadcasting channel fort text and images • Paper publishing done on screen — no new concepts • One-size-ﬁts-all or broadcasting • Contentmanagement • “the web of documents” — page based internet • Internet seen as antisocial • Internet as speciality • Use only on workstation © TOTAL IDENTITY 10

Just words... • world wide web — www • hyperlink • chatten • forum • newsgroups • Gopher • animated gif • imagemap • HTML • e-mail • homepage © TOTAL IDENTITY • banner • zoekmachine — googelen 11

WEB 2.0 • 2005-2009 • Hype or marketing term — possibilities were always there • Network as distribution channel — applications as modules • Users own data — user generated content • Best practices and archetypes have evolved in websites • WIKI’s, RSS and webservices — website as mashup • Open architectures invokes semantic web and free structures • Social-networks and social communities ﬂorish • Internet as part of everyones business • Use at different places and moments — information based © TOTAL IDENTITY 12

Just words... • User generated content • WIKI • Blogging — moblog, weblog • VOIP • RSS • AJAX • Proﬁling • Mashup • Open source • Tagging • Widgets © TOTAL IDENTITY • Social bookmarks 13

WEB 3.0 • 2009-2010 • Transformation to a more seamless and interoperable whole • Network as platform — integration of modules and channels • Distributed databases — the ‘World Wide Database’ • Open service business models — Webservice interoperability • Transformation to a more seamless and interoperable whole • Open X — OpenID, -APIs, -data formats, -source, DataLicense • “People are part of the web” • Internet is not mentioned anymore • Everywhere anytime — ubiquitous connectivity, X-chanel © TOTAL IDENTITY 14

Just words... • the intelligent web • Grid and cloud computing • Open Data License • Roaming portable reputation • Semantic web — folksonomy • Autonomous agents • Statement-based datastores • Machine reasoning • Twitteren • e-Ink © TOTAL IDENTITY Jan Chipchase (Nokia) 15

WEB 4.0 • 2010-? • Web-based information / -applications integrate in real world • Technology is becoming invisible — it really is a vehicle • Integrated streaming media — ﬂow of emotions • Open media communication — psychology of machines • Location, information and time interoperate — the Borg • Any media is searchable / integratable — visual search etc. • Augmented reality — extensions to everything we know • Everything is touchable, communicative etc. • Beyond channels and semantics — rich content / rich media © TOTAL IDENTITY 16

Just words... • pocketable — wearables • extreme rich media • real time associations • associative learning • augmented reality • technology literacy • blurring boundaries • invisible, social cues • ambient technology • contextual proﬁling • serial-solitary © TOTAL IDENTITY 17

Augmented Reality © TOTAL IDENTITY 18

(short) VIDEO “MINORITY REPORT” © TOTAL IDENTITY 21

Augmented Packaging © TOTAL IDENTITY 22

(short) VIDEO ON AUGMENTED PACKAGING © TOTAL IDENTITY 23

Packaging Explanation on how it works for service Selling the product - sales and promotions Explanation can be personalized Using multimedia to “tell a story” Adding interactivity results in an experience © TOTAL IDENTITY 24

Augmented Presenting © TOTAL IDENTITY 25

(short) VIDEO ON PRESENTING © TOTAL IDENTITY 26

Presenting Adding experience to a presentation Creating dialogue Adding new dimensions Adding extra information Visualizing otherwise abstract info © TOTAL IDENTITY 27

Augmented Advertising © TOTAL IDENTITY 28

(short) VIDEO ON ADVERTISING © TOTAL IDENTITY 29

Advertizing More powerfull communication Adding moving elements Using personal stories Idols can explain the product Extra information on the brand Adding social stuff to campaign - highscores © TOTAL IDENTITY 30

Augmented Publishing © TOTAL IDENTITY 31

(short) VIDEO ON AUGMENTED PUBLISHING © TOTAL IDENTITY 32

Publishing “images say more thatn a 1000 words” Especially good for publishing on architecture e.g. Crossmedia publishing Adding 3D visuals to stories © TOTAL IDENTITY 33

Augmented Visualizing © TOTAL IDENTITY 34

(short) VIDEO ON AUGMENTED VISUALIZING © TOTAL IDENTITY 35

Visualizing “images say more thatn a 1000 words” Learning by doing - good for education Explaining trends and differences Making statistics visual © TOTAL IDENTITY 36

Augmented Exhibiting © TOTAL IDENTITY 37

(short) VIDEO ON AUGMENTED EXHIBITING © TOTAL IDENTITY 38

Exhibiting Adding interactivity results in an experience Being able to step into another world Go back in time and experience how it was Especially for education and school tasks Making stories come to live © TOTAL IDENTITY 39

Retailing Shopping made more easy by adding information What is good and what not? What did I take last time? What do my friends say about this product? Is it environmental friendly? Where can I get this cheaper? © TOTAL IDENTITY 42

Touristing Image recognition so no GPS Adding layers to reality Adding directions Blurring boundaries - mixing real with unreal Create an experience in a tour © TOTAL IDENTITY 45

Maintaining Step-by-step explanation of repairing a car e.g. Adding howto’s to tasks to everything - IKEA e.g. Including alerts for hazards and expert help Realtime ordering for stuff that you need Location independent assistance © TOTAL IDENTITY 48

Clothing Personalization Real time information Adapting to time and space Context aware Social bonding © TOTAL IDENTITY 51

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Augmented Reality

by Martijn Arts on Apr 04, 2009

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Augmented Reality — Presentation Transcript