Augmented Reality And You


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This is the presentation I gave on February 24 at the Tools of Change conference in New York. The audience for this talk was publishers and agents who are interested in repurposing their content in new and innovative ways in the future via the mobile device. Augmented Reality represents a new way for publishers to generate revenue from existing content assets.

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  • Augmented Reality And You

    1. 1. Print & Publishing Industries <br />Augmented Reality and Youcontinuing what the Internet started<br />O’Reilly Tools of Change for Publishing conference <br />Feb 24 2010<br />Christine Perey<br />
    2. 2. Who am I?<br />1991 <br /> Personal multimedia<br />2004 <br /> Mobile multimedia<br />2006 <br /> Mobile Augmented Reality<br />2010<br />Print &publishers<br />Consultant/analyst<br />Management consulting<br />Strategy<br />Partnerships<br />Market research<br />Market development<br />Technology scouting and transfer<br /><ul><li> Retail & commerce</li></li></ul><li>
    3. 3. PEREY Research & Consulting Activities<br />PEREY Research & Consulting Activities<br />Print and Web-based content<br />
    4. 4. Publisher’s mindshare<br />?<br />
    5. 5. AR Continues what the Internet Began<br />6<br />Augmented Reality<br />The Physical World<br />The Digital World<br />
    6. 6. Agenda<br />What is Augmented Reality?<br />What needs does it meet? <br />What problems does it solve?<br />Where is it heading?<br />Why should publishers care?<br />What can publishers do?<br />
    7. 7. Often confused with Visual Search<br />Google Goggles<br />Nokia Point & Find<br />kooaba Interactive Print<br />Ricoh iCandy (iPhone)<br />
    8. 8. What is AR?<br />
    9. 9. AR is not one technology<br />The “cyber-colonization” of the real world <br />A highly compelling, virtually endless SET of technology-assisted experiences <br />It is part of the Real Time Web<br />
    10. 10. Mont Blanc<br />Geneva<br />Thonon-les-Bains<br />Lake Geneva<br />Arriving in Montreux in 15 min<br />Mobile device with sensors<br />Overlay (Text, images, graphics, 3D objects)<br />on the real world<br />camera, GPS, compass,<br />accelerometer, microphone<br />
    11. 11. Physical world “triggers”<br />Explicit (printed markers)<br />Implicit real world triggers<br />Text (posters, signs, page of print)<br />Photo/drawing<br />Faces<br />Fixed position in space (GPS + compass)<br />Sounds (music, voices)<br />
    12. 12. The “associated” digital data<br />A circle which has POI information associated with it (e.g., Layar)<br />A text box (e.g., AcrossAir, Wikitude)<br />A 3D object in fixed position (e.g. junaio)<br />A “free standing” animated 3D object<br />An “object” which can be manipulated/with which user can interact (e.g., games)<br />Overlay (on the real world) <br />
    13. 13.
    14. 14. Mobile AR Users Today<br />1+ Million<br />Technology elite<br />Mostly male<br />Flat rate data plans<br />Smartphones<br />90+% of activity on Android and iPhone<br />Tolerant of rough edges<br />Avid users of social networking<br />Japan, Western Europe and US<br />
    15. 15. Value proposition?<br />It depends<br />Novelty “just to see differently”<br />Information (in real time or not) in context <br />Service or friend discovery<br /> Experiences<br />
    16. 16. Why AR now?<br />Personal navigation<br />Social media<br />Real-time Web<br />Local search<br />3D in home<br />Wearable computing<br />3D cinema<br />
    17. 17. The evolution of AR<br />Today<br />Mobile relies largely on location-based triggers and cloud-based data<br />PC-based experiences rely largely on markers and locally-stored data bases<br />Beyond 2010<br />Markers disappear<br />Recognition of every day objects and people<br />User experience improves<br />Active Matrix Organic LED <br />Pico Projectors <br />Overlay with lights and camera (mobile phone)<br />
    18. 18. Eyewear<br />
    19. 19. The AR Ecosystem<br />
    20. 20. AR Ecosystem<br />?????<br />The Physical World<br />The Digital World<br />Sensors on Mobile devices<br />
    21. 21. AR Ecosystem<br />Social Media<br />CONTENTProviders/Publishers<br />Merchants, Brands<br />Packaging, <br />Discovery&Delivery<br />The Physical World<br />The Digital World<br />Sensors on Mobile devices<br />EnablersProviders of enabling technology<br />wallet<br />Money and Statistics<br />
    22. 22. AR Applications<br />23<br />
    23. 23.<br />
    24. 24. 25<br />
    25. 25. Breathing new life<br />“Magic books” using AR with a webcam or camera phone and printed paper<br />Templar Dragonology<br />Interactive magazines<br />Popular Science<br />Esquire magazine<br />InStyle<br />Others<br />
    26. 26.<br />
    27. 27. Marketing for publishers and brands<br />Help customers and prospects find and purchase CDs, Books and DVDs using natural feature recognition (visual search)<br />
    28. 28. AR Games<br />Shoot’em up<br />Digital signage (Fancouver, Yahoo!)<br />Learning games<br />
    29. 29. Business Models for AR<br />30<br />
    30. 30. Business models<br />User pays <br />One time to see/use<br />Recurring user subscriptions<br />AR content stores<br />Corporate pays<br />Utility to loyal customers<br />Advertising using AR as a way of subsidizing free content to users<br />
    31. 31. Business models (2)<br />Local and hyper-local<br />Retailer pays for walk-in<br />Education, sports, cultural venues<br />Sponsor or resell content<br />
    32. 32. What’s missing?<br />33<br />
    33. 33. What’s missing?<br />Computational power at low power consumption<br />Algorithms understand moving shapes<br />Good (excellent) user experiences<br />
    34. 34.<br />
    35. 35. The biggest risk to the expansion of augmented reality <br /> when users tire of the existing libraries and sponsored content is the lack of good (high) quality content for AR-assisted experiences <br />
    36. 36. What does this mean for publishers?<br />
    37. 37. Authoring AR Content Today is Not Easy<br />AR content and assoc physical world anchor<br />AR Browser-specific SDK or web-based<br />Authoring environment<br />AR-capable handset<br />AR Browser/player<br />AR application<br />and/or<br />AR content and assoc physical world anchor<br />AR Application/Content build (3D) assets<br />GPS/KML (ARML)<br />Local Content<br />Current limitations<br /><ul><li> Specific platforms (handsets, players)
    38. 38. Physical “anchor” recognition
    39. 39. Low ability to represent and manipulate objects (unless using game engines) or introduce interactivity</li></ul>Web Server<br />Cloud Content<br />
    40. 40. Crossing the River<br />Builders of AR experiences<br />Providers of visual and editorial<br />content “objects”<br />
    41. 41. Partnerships, not silos<br />Contextually sensitive content<br />Learning situations<br />Geo-location tagged content<br />Digital content combined with <br />Signage<br />Physical pages in books or other printed media<br />Content accessible with heads up displays<br />
    42. 42. Augmented Reality continues what the Internet started<br />Augmented Reality is about providing experiences<br />Augmented Reality is a new source of revenue for publishers<br />
    43. 43. AR Continues what the Internet Began<br />42<br />Augmented Reality<br />The Physical World<br />The Digital World<br />
    44. 44. Publisher’s mindshare<br />
    45. 45. Mobile Augmented Reality<br />Christine Perey<br /> 79 436 68 69<br />+1 (617) 848-8159<br />RealityImproved<br />
    46. 46. Companies and projects mentioned<br /><br /><br /> <br /><br /><br /><br /><br /><br /><br />Applications shown at the Mobile AR Showcase Feb 17 2010 (Barcelona)<br /><br />