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Augmented Reality - General conclusions and recommendations
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Augmented Reality - General conclusions and recommendations


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Augmented realities as an emerging technology offer new opportunities due to several …

Augmented realities as an emerging technology offer new opportunities due to several
shifting external conditions or changing forms of social interaction. In order to investigate
possible impacts, trends and relationships the employed method is based on an
environmental scanning and on several semi-structured interviews, conducted with several
technology experts, researchers and futurologists. The process aims to obtain valuable
information on competitors, markets, customers and suppliers as well as on macroeconomic
factors, such as social, economic, technological and political factors.
The main research findings afforded that AR can be seen as a new communication medium
or tool in an early stage level due to several major technical and social challenges and that it
goes along with the evolving information technology. These days one of the most promising
devices for AR applications is the mobile phone, which could open the floodgates for the
mass implementation of AR. With regard to the evolving ubiquity of information and
interactivity through smart things and sensors, AR will provide customized-, perceptional-,
and location-based information. Life and task enhancing services and applications are
assigned big potential in future solutions, which could occur in many areas and industries.
Due to an economical shift towards free business models, often financed by the
advertisement industry, the future development of AR will certainly be affected.

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  • 1. Emerging business models and commercialization opportunities of Augmented Reality technologies
    An Opportunity Recognition and Technology Strategy Process
    Andreas Banholzer,19.11.2010
  • 2. Table of contents
    A next generation technology?
    AR Displays types
    Challenges for every day life applications
    Conclusion / Results
    Key to the success
    Commercialization opportunities
    Future directions
    Emerging technologies – Evolution of AR (Scheme)
    Latest developments – AR concept enhancements
  • 3. A next generation technology?
    New communication medium or tool, that will redefine our real-life interaction, communication and information seeking behavior.
    AR is a label and names a concept that consolidates technologies becoming viable du to increasing network and processor performance.
    AR will in future offer a bunch of new opportunities, products and solutions.
  • 4. AR Displays
    Three major types of AR displays
    Head-attached displays (Optical/Video HDM, Retinal, Lenses, Projector)
    Handheld displays(Glass trough, Tablet, Smartphone, UMPC)
    Spatial displays (Desktop PC, Notebook, Holographic Projection)
    Head attached displays
  • 5. AR Displays
    Spatial displays
    • Handheld displays
  • Challengesfor every day life applications
    Several challenges to overcome
    Ergonomics (Power Supply, Input devices, Weight, Size, Design)
    Displays (Light conditions, Display resolution, Image tracking)
    Tracking (Accuracy, Video/Image based location)
    Other (Visualization, Availability of data connections
    Recent developments
    Hybrid concepts (GPS, Triangulation, Electronic Compass)
    Visual environment detection (picture database)
  • 6. ConclusionKey to the success
    • Human beings are vital driver for technology evolution
    • 7. User experience, Usability and Customer benefit primordial
    • 8. AR solutions has to appeal through simplicity, agelessness, ergonomic factors
    • 9. AR as a kind of real life social bridge
  • 10. ConclusionCommercialization opportunities
    Big potential: LBS, Life-simplifying services, Task-enhancing
    Drivers: New products & services, consumer, competition, cost reduction, optimization, diversification, profit
    High Utility B2C: Retail & Commerce, Publishing, Path finding & Navigation, Game- and Edutainment
    High Utility B2B: Medicine, Manufacturing, Repair and maintenance
  • 11. ConclusionFuture directions
    Cloud computing and processing & auxiliary smart environment could be enabling concepts for AR
    Miniaturization of devices  increasing opportunities
    Mobile phone – One of the most promising device
    Other display techniques could become predominant
    Breakthrough for HMD still lacks in social acceptance
  • 12. ConclusionFuture directions
    AR will provide customized-, mood-, and location-based information.
    Information could flow and interact regarding PTPT.
    Selective, semantic and personal perception of the environment.
    May lead to so-called “perception communities”
    “Augmented vision” due new displaying techniques
  • 13. Emerging technologies5-10 Years to mainstream adoption?
    AR as Technology Trigger
    AR Mainstream adoption: 5 to 10 years
    Evolves with other enabling technologies:Cloud computing – Wireless Power etc.
    On the rise: Computer-Brain Interfaces– Tangible User Interfaces – Extreme Transaction Processing
  • 14. Evolution of AR
    Customized-, mood-, semantic, environmental and location-based information as well as a total merged perception of the real- and augmented reality due to “Augmented Vision” displays.
    Technical advances
    Human computer interfaces / HMD /Clothes / Lenses – Simple, Agelessness, Intuitive, Invisible
    Wireless Internet Infrastructure – Sensors – Cloud computing – Cloud processing – Web of things
    Customer experience, Usability, Customer Advantage, Trends, Moral standards,
  • 15. Critical view / Obstacles
    Technical challenges – Need for breakthroughs
    Dominant design – Standard – Interfaces
    Social maturity? Loosing touch with reality – or social bridge?
    Abuse for marketing reasons? Brands – Events – Products
    Instrumentalization of human beings by advertising industry
  • 16. Critical view / Obstacles
    Data privacy or a less complex life?
    Information oversaturation? Or targeted and semantic information? Sensory overload or need for information?
    Exclusive society? Perception communities? Social gap?
    Reality not interesting enough? Breaking the human and physical limits? Out of the box world?
    Timeline for “Real” Augmented Reality solutions?
  • 17. Latest developments – AR concept enhancements
    • Lasts longer: Standford University – Battery that lasts 4 time longer - could lead the way in the next phase of the mobile revolution.
    • 18. Cloudedfuture: Experts say they expect they will ‘live mostly in the cloud’ in 2020 and not on the desktop, working mostly through cyberspace-based applications accessed through networked devices.
    • 19. Faster: Long Term Evolution – 4G - Licensing and implementation of new cellular wireless standards on progress (20 MB Youtube Video /3.2 sec)
    • 20. PTP(T): Facebook rolledoitit’sgeo-locationservicecalled Facebook Places
    • 21. Set the tone: 3D Cinema – Customers are hungry for new visual experiences
  • 22. Q & A