Augmented Reality And You

Print & Publishing Industries
Augmented Reality and Youcontinuing what the Internet started
O’Reilly Tools of Change for Publishing conference
Feb 24 2010
Christine Perey

Who am I?
1991
Personal multimedia
2004
Mobile multimedia
2006
Mobile Augmented Reality
2010
Print &publishers
Consultant/analyst
Management consulting
Strategy
Partnerships
Market research
Market development
Technology scouting and transfer
Retail & commerce

PEREY Research & Consulting Activities
PEREY Research & Consulting Activities
Print and Web-based content

Publisher’s mindshare
?

AR Continues what the Internet Began
6
Augmented Reality
The Physical World
The Digital World

Agenda
What is Augmented Reality?
What needs does it meet?
What problems does it solve?
Where is it heading?
Why should publishers care?
What can publishers do?

Often confused with Visual Search
Google Goggles
Nokia Point & Find
kooaba Interactive Print
Ricoh iCandy (iPhone)

What is AR?

AR is not one technology
The “cyber-colonization” of the real world
A highly compelling, virtually endless SET of technology-assisted experiences
It is part of the Real Time Web

Mont Blanc
Geneva
Thonon-les-Bains
Lake Geneva
Arriving in Montreux in 15 min
Mobile device with sensors
Overlay (Text, images, graphics, 3D objects)
on the real world
camera, GPS, compass,
accelerometer, microphone

Physical world “triggers”
Explicit (printed markers)
Implicit real world triggers
Text (posters, signs, page of print)
Photo/drawing
Faces
Fixed position in space (GPS + compass)
Sounds (music, voices)

The “associated” digital data
A circle which has POI information associated with it (e.g., Layar)
A text box (e.g., AcrossAir, Wikitude)
A 3D object in fixed position (e.g. junaio)
A “free standing” animated 3D object
An “object” which can be manipulated/with which user can interact (e.g., games)
Overlay (on the real world)

Mobile AR Users Today
1+ Million
Technology elite
Mostly male
Flat rate data plans
Smartphones
90+% of activity on Android and iPhone
Tolerant of rough edges
Avid users of social networking
Japan, Western Europe and US

Value proposition?
It depends
Novelty “just to see differently”
Information (in real time or not) in context
Service or friend discovery
Experiences

Why AR now?
Personal navigation
Social media
Real-time Web
Local search
3D in home
Wearable computing
3D cinema

The evolution of AR
Today
Mobile relies largely on location-based triggers and cloud-based data
PC-based experiences rely largely on markers and locally-stored data bases
Beyond 2010
Markers disappear
Recognition of every day objects and people
User experience improves
Active Matrix Organic LED
Pico Projectors
Overlay with lights and camera (mobile phone)

Eyewear

The AR Ecosystem

AR Ecosystem
?????
The Physical World
The Digital World
Sensors on Mobile devices

AR Ecosystem
Social Media
CONTENTProviders/Publishers
Merchants, Brands
Packaging,
Discovery&Delivery
The Physical World
The Digital World
Sensors on Mobile devices
EnablersProviders of enabling technology
wallet
Money and Statistics

AR Applications
23

http://www.youtube.com/acrossair

Breathing new life
“Magic books” using AR with a webcam or camera phone and printed paper
Templar Dragonology
Interactive magazines
Popular Science
Esquire magazine
InStyle
Others

http://www.ologyworld.com/Default.aspx?referrer=3Ddragon

Marketing for publishers and brands
Help customers and prospects find and purchase CDs, Books and DVDs using natural feature recognition (visual search)

AR Games
Shoot’em up
Digital signage (Fancouver, Yahoo!)
Learning games

Business Models for AR
30

Business models
User pays
One time to see/use
Recurring user subscriptions
AR content stores
Corporate pays
Utility to loyal customers
Advertising using AR as a way of subsidizing free content to users

Business models (2)
Local and hyper-local
Retailer pays for walk-in
Education, sports, cultural venues
Sponsor or resell content

What’s missing?
33

What’s missing?
Computational power at low power consumption
Algorithms understand moving shapes
Good (excellent) user experiences

The biggest risk to the expansion of augmented reality
when users tire of the existing libraries and sponsored content is the lack of good (high) quality content for AR-assisted experiences

What does this mean for publishers?

Authoring AR Content Today is Not Easy
AR content and assoc physical world anchor
AR Browser-specific SDK or web-based
Authoring environment
AR-capable handset
AR Browser/player
AR application
and/or
AR content and assoc physical world anchor
AR Application/Content build (3D) assets
GPS/KML (ARML)
Local Content
Current limitations
Specific platforms (handsets, players)
Physical “anchor” recognition
Low ability to represent and manipulate objects (unless using game engines) or introduce interactivity
Web Server
Cloud Content

Crossing the River
Builders of AR experiences
Providers of visual and editorial
content “objects”

Partnerships, not silos
Contextually sensitive content
Learning situations
Geo-location tagged content
Digital content combined with
Signage
Physical pages in books or other printed media
Content accessible with heads up displays

Augmented Reality continues what the Internet started
Augmented Reality is about providing experiences
Augmented Reality is a new source of revenue for publishers

AR Continues what the Internet Began
42
Augmented Reality
The Physical World
The Digital World

Publisher’s mindshare

Mobile Augmented Reality
Christine Perey
cperey@perey.com+41 79 436 68 69
+1 (617) 848-8159
RealityImproved

Companies and projects mentioned
http://www.google.com
http://www.kooaba.com
http://www.mobilizy.com
http://www.acrossair.com
http://www.layar.com
http://www.int13.com
http://www.augmentedenvironments.org/lab/research/handheld-ar/arhrrrr/
http://www.putaspell.com
Applications shown at the Mobile AR Showcase Feb 17 2010 (Barcelona)
http://mwc2010.mobi/ar_showcase/2010/02/01/showcase-directory/

http://www.realareal.com	247
http://www.toccon.com	35
http://confluence.blvi.de	33
http://www.slideshare.net	16
http://argency.eu	9
http://blog.argency.eu	3
http://tech4buziness.posterous.com	2
http://posterous.com	1
https://jujo00obo2o234ungd3t8qjfcjrs3o6k-a-sites-opensocial.googleusercontent.com	1
http://webcache.googleusercontent.com	1

Augmented Reality And You

by cperey on Mar 04, 2010

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