2010<br />EPFL+ECAL Lab.<br />Augmented reality<br />A commercial point of view<br />
The power of Augmented Reality: <br />Buzz<br />That takes off …<br />
Who is Space3D Solutions?<br /><ul><li> Created in 2007.
 Staff: 8
 Strong knowledge in 3D modelling
 Specialist in  Holography and AR
 Mission: 3D communication
A passion: Augmented Reality</li></li></ul><li>Strategic partnerships<br />For the development of augmented reality:<br />...
Products:<br /><ul><li> Holographic displays
 Touch screens
 3D screens
 Special projections
 Augmented reality…</li></li></ul><li>
Products:<br /><ul><li>3D screens</li></ul>Hard to show a picture in 2D<br />
Augmented Reality: <br />Is an art..<br />Mixing animations and information's<br />Most of the time in 3D…<br />… on a vid...
An interesting evolution:<br />The mix with social networks:<br />Twitter<br />FaceBook<br />Microbloging<br />SquareBook<...
Or :<br />Midvale School <br />for the gifted <br />AR Developers.<br />
Web 1.0<br />1995 – 2005<br /><ul><li>Beginning of Web
Images and text based
Web of documents
Written as a text
On a Desktop computer
Internet is antisocial?</li></li></ul><li>Web 2.0<br />2000 – 2010<br /><ul><li>The net is a diffusion media
Users content
Webservices,
Open Architecture
Semantic Web
Beginning of mobility
Internet is the business of all</li></li></ul><li>Web 3.0<br />2005 – <br /><ul><li>The web becomes  media
The web is a platform
People a part of the web
Integration of augmented reality
The web is ubiquitous
The web becomes intelligent</li></li></ul><li>Augmented Reality is also an <br />impressive method for mixing <br />the We...
Augmented Marketing<br />
Augmented Packaging<br />
Augmented Packaging<br /><ul><li>More explanations
Enriched multimedia content
Interactivity
Progressive user manual
But also access to social web
Comments from users
Comments form pressure groups</li></li></ul><li>Augmented Presentations<br />
Augmented Presentations<br /><ul><li>Adds a new dimension to shows
Shows visual information's
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Augmented Reality: A commercial point of view

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Augmented Reality,
A commercial point of view.
A lecture given at the EPFL+ECAL Lab
University in Lausanne, Switzerland

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Augmented Reality: A commercial point of view

  1. 1. 2010<br />EPFL+ECAL Lab.<br />Augmented reality<br />A commercial point of view<br />
  2. 2.
  3. 3. The power of Augmented Reality: <br />Buzz<br />That takes off …<br />
  4. 4. Who is Space3D Solutions?<br /><ul><li> Created in 2007.
  5. 5. Staff: 8
  6. 6. Strong knowledge in 3D modelling
  7. 7. Specialist in Holography and AR
  8. 8. Mission: 3D communication
  9. 9. A passion: Augmented Reality</li></li></ul><li>Strategic partnerships<br />For the development of augmented reality:<br /><ul><li>EPFL: Ecole Polytechnique Fédérale de Lausanne</li></ul> Joint developments in AR technology<br /><ul><li>EPFL+ECAL Lab:: </li></ul> Studies in setup and design for AR<br />
  10. 10. Products:<br /><ul><li> Holographic displays
  11. 11. Touch screens
  12. 12. 3D screens
  13. 13. Special projections
  14. 14. Augmented reality…</li></li></ul><li>
  15. 15.
  16. 16. Products:<br /><ul><li>3D screens</li></ul>Hard to show a picture in 2D<br />
  17. 17. Augmented Reality: <br />Is an art..<br />Mixing animations and information's<br />Most of the time in 3D…<br />… on a video stream on 2D screens<br />… Mostly in real time<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22.
  23. 23. An interesting evolution:<br />The mix with social networks:<br />Twitter<br />FaceBook<br />Microbloging<br />SquareBook<br />Linkedin…<br />
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28. Or :<br />Midvale School <br />for the gifted <br />AR Developers.<br />
  29. 29.
  30. 30.
  31. 31.
  32. 32. Web 1.0<br />1995 – 2005<br /><ul><li>Beginning of Web
  33. 33. Images and text based
  34. 34. Web of documents
  35. 35. Written as a text
  36. 36. On a Desktop computer
  37. 37. Internet is antisocial?</li></li></ul><li>Web 2.0<br />2000 – 2010<br /><ul><li>The net is a diffusion media
  38. 38. Users content
  39. 39. Webservices,
  40. 40. Open Architecture
  41. 41. Semantic Web
  42. 42. Beginning of mobility
  43. 43. Internet is the business of all</li></li></ul><li>Web 3.0<br />2005 – <br /><ul><li>The web becomes media
  44. 44. The web is a platform
  45. 45. People a part of the web
  46. 46. Integration of augmented reality
  47. 47. The web is ubiquitous
  48. 48. The web becomes intelligent</li></li></ul><li>Augmented Reality is also an <br />impressive method for mixing <br />the Web with the real world.<br />Augmented reality will become<br />The platform linking the real world<br />with computer generated data.<br />
  49. 49. Augmented Marketing<br />
  50. 50. Augmented Packaging<br />
  51. 51. Augmented Packaging<br /><ul><li>More explanations
  52. 52. Enriched multimedia content
  53. 53. Interactivity
  54. 54. Progressive user manual
  55. 55. But also access to social web
  56. 56. Comments from users
  57. 57. Comments form pressure groups</li></li></ul><li>Augmented Presentations<br />
  58. 58. Augmented Presentations<br /><ul><li>Adds a new dimension to shows
  59. 59. Shows visual information's
  60. 60. Interaction with very large objects</li></li></ul><li>Augmented Publicity<br />
  61. 61. Augmented Publicity<br /><ul><li>Interaction with the consumer
  62. 62. More powerful communication
  63. 63. Adds new media
  64. 64. Adds social content</li></li></ul><li>Augmented Press<br />
  65. 65. Augmented Press<br /><ul><li>Could save the Press industry
  66. 66. Newspapers with AR links
  67. 67. Enriched AR Books
  68. 68. A movie is worth 1’000’000 words
  69. 69. Adds 3D pictures to text</li></li></ul><li>Augmented Visualisation<br />
  70. 70. Augmented Visualisation<br /><ul><li>Learning with AR
  71. 71. Simplifying complex notions
  72. 72. Facilitates education
  73. 73. Learning while following</li></li></ul><li>Augmented Expositions<br />
  74. 74. Augmented Expositions<br /><ul><li>Adds Interactivity
  75. 75. Live the story
  76. 76. Revive the past
  77. 77. Augmented Pedagogy
  78. 78. Complete Immersion</li></li></ul><li>Augmented Distribution<br />
  79. 79. Augmented Distribution<br /><ul><li>Follow the consumer
  80. 80. Facilitates the buying process
  81. 81. What do my friends think
  82. 82. Social content</li></li></ul><li>Augmented Tourism<br />
  83. 83. Augmented Tourism<br /><ul><li>Adds Info to landscapes
  84. 84. Gives directions
  85. 85. Adds a layer to reality
  86. 86. Nearby cafés</li></li></ul><li>Augmented repair<br />
  87. 87. Augmented repair<br /><ul><li>Following a repair with AR
  88. 88. Follow detailed instructions
  89. 89. Web based AR help</li></li></ul><li>Augmented Apparel <br />
  90. 90. Augmented Apparel<br /><ul><li>For Clothes, Watches or Glasses
  91. 91. Augmented Make-up
  92. 92. Can use social context
  93. 93. Easier to make a decision</li></li></ul><li>Augmented Games<br />
  94. 94. Augmented Games<br /><ul><li>More choices
  95. 95. Better interactivity
  96. 96. Allows total Immersion
  97. 97. A new territory to explore</li></li></ul><li>Sex and Casinos<br /><ul><li>Will be the first to capitalize
  98. 98. Better interactivity
  99. 99. Allows total Immersion
  100. 100. Will be more addictive</li></li></ul><li>The keys <br />To Success<br />With<br />Augmented <br />Reality<br />
  101. 101. Utility:<br />The most <br />Important concept<br />For Augmented Reality<br />
  102. 102. Very Important<br />Integrate<br />Social Networks<br />Buzz, Buzz…<br />Facebook…<br />Tweeter…<br />
  103. 103. Take your time:<br />Long term <br />gain<br />Vs<br />Short term glory<br />
  104. 104. Credits!<br />Most pictures in this presentations <br />Come from applications developed<br />By the major AR providers:<br />Total Immersion, Metaïo, ARToolKit,<br />Layar, SPRX, Zugara,<br />And algorithms from the EPFL<br />
  105. 105. Thank You!<br />John Miles<br />CEO, Space3d Solutions<br />jm@space3d.ch<br />www.space3dsolutions/blog<br />Tweeter: balubab<br />
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