Augmented Reality Barriers & Drivers for Widespread Adoption

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 AUGMENTED REALITY Industry, Technology & Innovation Snapshot Widespread Adoption Barriers & Drivers for Mobile Industry Group Australian Interactive Media Industry Association AIMIA.com.au Gary Hayes 13 Jul 2010 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Service provider, content producer, strategist, director, web 2.0 ‘generator’ •80-90s - Music Composer, Producer, Lecturer, Filmmaker then multi media editor BBC •95- 03 - BBC Senior Dev Producer, New Media & Broadband TV - 8 yrs •Personal TV / standards - TV-Anytime, MPEG 7/21 (metadata standards) •2004-05 - Interactive TV Producer, LA USA - •2005 - 2010 - Lab for Advanced Media Production, Founding Director LAMP & MultiPlatform Head at AFTRS •2006 - MUVEDesign, Virtual World / Game Creation, Augmented & Alternate Reality Games Design & Production •2005 - 9th Top Blog Media and Marketing Australia (139th worldwide AdAge power150) •2010 - Founder of new development & training initiative storylabs.com.au, storylab.us and thePORTALlabs.com © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 My AR presentation 1.Definition, landscape & relevant areas for ‘developer’ discussion 2.Barriers & drivers for adoption 3.Ubiquitous AR issues © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 AR Landscapes © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 The AR ecosystem driven by a descending data ‘cloud’ © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Augmented Reality a lot more than just technology - social utility will be it’s life force © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Yes, AR is again in the hype phase © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Yes, AR is again in the hype phase http://www.kzero.co.uk/blog/?p=4346 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Key Types of Augmented Reality & two most accessible for widespread development GARY’S FIVE TECHNICAL TYPES OF AUGMENTED REALITY 1.Surface or Haptic – The most understandable form of ‘reality that is augmented’ would be screens, floors, walls etc that respond to the touch of people in them providing them with virtual real time information or collaboration 2.Pattern, Recognition or Marker – The AR system performs simple pattern recognition on a shape, marker (usually on a framed card in the real world scene) or face and replaces it with a static or moving element e.g: a 3D model, info, audio, video stream or loop etc: You view the ‘items’ in the scene with you 3.Outline – This is where your hand, eye or body outline is picked up and seamlessly ‘merged’ with the virtual elements. Simple example where you can pick up a 3D object that doesn’t exist because the system is tracking your hand outline. 4.Location, Wayfinding, Geo-Location – Based on detailed GPS or triangulation location & position/view of the camera/device the AR system can overlay information precisely over buildings or people as you move through real space. 5.Hologram – Using ‘smoke & spinning mirrors’ literally in some cases, virtual or real items are ‘projected’ into the physical space you are in and can be interactive with based on cameras tracking real world impulses e.g: hand gestures or audio signals © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 2. EXAMPLE Pattern, Recognition or Marker - Junaio natural tracking, using Glue © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 2. EAMPLE Pattern, Recognition or Marker - Ben & Jerry’s dev’d using Metaio’s Unifeye SDK © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 3. EXAMPLE Location, Wayfinding, Geo-Location - ‘TONY Summer Drinking Channel’ Junaio Users can visit the TONY Summer Drinking channel by downloading the junaio 2.0 app for iPhone and Android devices. After launching the app and selecting the TONY Summer Drinking channel, users can point their smartphones in all directions to reveal details on featured bars offering deals and incentives, browse venue photos, contact numbers, directions, neighborhood maps, as well as a web link to the actual Time Out New York summer drinking page. http://www.metaio.com/index.php?id=1044 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 3. EXAMPLE Location, Wayfinding, Geo-Location - Malaysian Airlines with SITA lab “In the case of Malaysia Airlines the app displays the cheapest deals on the airline from the user’s nearest airport to those further afield. What is interesting about the use of augmented reality by an airline is better understood by what Malaysia has in store further down the line. Officials say the first incarnation of the app (deals) will be developed over time so passengers can use features related to their booking. For example, a user will be able to switch on the AR function at an airport and find where the check-in desk is located or the direction of the departure gate, lounge, baggage claim and other services.” http://www.tnooz.com/2010/06/23/news/malaysia-airlines-dabbles-in-mobile-augmented-reality-with-deals-and-directions/ © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 3. EXAMPLE Location, Wayfinding, Geo-Location growth curve begins Layar Platform grows to 1.000 layers, covering every country in the world This week Layar reached three major milestones: 1.000 layers published, 3.000 layers in testing and 4.000 active developers. The platform growth has now accelerated to over 20% per month. These layers bring augmented content to every country in the world. Layar’s usage shows growth and maturity with 700K active users In the last 6 months 1.6 million people used Layar at least once. The active user base amounts to 716.000 people who used Layar in the past 30 days. The DONT FORGET FOURSQUARE - “Today we Layar Reality Browser is moving from a cool closed on a $20m Series B round with Union application to show friends to an application that is a Square Ventures, O’Reilly AlphaTech Ventures service of value in daily life. and our newest partner, Andreessen Horowitz.” © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 AR Adoption © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Barriers for widespread adoption of AR 1. REGULATION - particularly people & place recognition services, not on Gov radar yet?! 2. POOR UI - cluttered screen & hard to navigate 3. PERCEPTION - AR perceived as superficial & dubious value by consumers 4. EXPERIENCE - Mobile processing power - some apps run at below 7 frames per sec & battery drain, slow pings & lock-on using GPS 5. 1st GEN TOOLS - The open tools are a little clunky & definitely buggy 6. DISCONNECT - Still an issue going from location or marker browsing to fulfillment © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 What will drive widespread adoption 1. VALUE - That AR is seen as a useful life & entertainment addition. Better education 2. BETTER UI - larger screens, wrap glasses and tablets (see Gary’s video) 3. SOCIAL INTEGRATION - Foursquare/Gowalla meets Layar/Junaio = TagWhat, Urbanspoon etc: 4. EXPERIENCE - Richer 3D game-like applications, faster FPS, more natural recognition. Lock-on improved using combinations of GPS, WiFi & 3/4G 5. UBIQUITOUS - Average prediction of users of mAR (some form) to be greater than 50% in 2 years (2012). Already most location browsers are on Android, iPhone & Symbian © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Ubiquitous AR Issues © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Improving the user experience - suggestive model & AR glasses http://www.personalizemedia.com/augmented-worlds-video-part-1-recognition/ http://www.youtube.com/watch?v=dkYC1kBPR6o © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Real business models will drive development © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Regulation and emergent technologies - privacy a barrier? No faces, baby We don't do face recognition. Besides the technological challenges there are also serious privacy issues. Millions of things We currently have over 10 million items in our database for recognition. In comparison, the English version of Wikipedia has about 3 million articles in total. © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Regulation and emergent services, ARvertising - barriers? If the site allows it, will virtual AR advertising take off? © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 The Google influence - Google Goggles, face recognition and now AR-like ad overlays The Jan 2010 patent allows overlaying of new ads over old streetview ad sites. AR implications? "The link can be associated with a property owner, for example the property owner which owns the physical property portrayed. The link can alternatively be associated with an advertiser who placed the highest bid on the image recognized within the region of interest (e.g., poster, billboard, banner, etc.). Any portion of the geographic display image in which the region of interest is located can be selectable (e.g., hot- linked). For example, the image of the coffee shop can be hot-linked to an advertisement for the coffee shop." [0038]Alternatively, or additionally, explicit user feedback may be used as a factor to select one of the links included in a comment. When a comment is presented to a user in connection with presentation of a particular document, the user may be given the opportunity to provide explicit feedback on that comment. For example, the user may indicate whether the comment is meaningful (e.g., a positive vote) or not meaningful (e.g., a negative vote) to the user (with respect to the particular document) by selecting an appropriate voting button. This kind of feedback may be used to select one of the links of the comment. If users indicate, via appropriate voting, that a comment is meaningful (or not meaningful) with regard to a particular document with which the comment is presented, this may provide evidence that the comment contains content relevant (or not relevant) to the content of the particular document. By using explicit user feedback to select one of the links, server 220 may select the link leading to the document with content that best matches the content of the comment. http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&u=/netahtml/PTO/search-adv.html&r=2&p=1&f=G&l=50&d=PG01&S1=google.AS.&OS=an/google&RS=AN/google © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Education - gov & orgs behind industry in providing clarity? © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Education - gov & orgs behind industry in providing clarity? “For those not familiar with AR, it is an environment that includes both virtual reality and real-world elements. For instance, an AR user might wear translucent goggles; through these, he could see the real world, as well as computer-generated images projected on top of that world. We define an augmented reality system as one that 1 combines real and virtual, 2 is interactive in real-time, 3 is registered in three dimensions. Vuzix Educational AR provides leading-edge AR technology training solutions for the following markets: 1 Aviation & Aerospace 2 Defense & Military 3 Emergency Response 4 Medicine / medical market 5 Academia http://www.vuzix.com/AR_Site/about/default.asp 6 AR Video Eyewear” © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Proprietary standards? - Metaio’s Unifeye SDK The Unifeye Mobile platform is the most comprehensive solution to create augmented reality applications for iPhone, Android, Symbian and WinMobile devices. Featuring a high-level API and latest image recognition technologies it allows developers to produce high-quality applications with low efforts. •Most important platforms supported: currently available on: iPhone, Android, Symbian OS and WinMobile. The code-base is prepared to allow easy porting of applications. •Optimized components for mobile hardware: Libraries and algorithms written to account for hardware limitations. As a result, the Unifeye Mobile SDK is a fast and compact modular system. •Comes with conﬁgurable standard-app, for simple tasks—no programming is necessary: •By changing an XML file it is possible to load 2D and 3D-content, configure them to be shown at certain tracking patterns and trigger animations and sounds. The configuration can be edited and tested on the PC. •The latest image recognition (tracking) technologies: Includes a marker-based and robust 2D-texture tracking for arbitrary images. New tracking technologies will be integrated in the future •Supporting the .md2 model format: the rendering engine features a scene graph-system, animations (linear and splines), billboards, picking, various texture formats (including alpha channel) based on OpenGL ES 1.x •Different programming layers: high and low level programming is possible with individual component access (rendering, capturing, tracking) •Content protection through state-of-the-art encryption © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 The social component will drive take-up - eg: TagWhat © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 The social component will drive take-up eg: UrbanSpoon The big location AR driver will be location based on the filtering of trusted recommendations “Urbanspoon (now part of Citysearch/IAC) just released an app update that includes AR for the iPhone 3GS. Called “Scope” it shows a tab at the bottom of the screen that launches the camera- based experience. Hold the phone up and through the camera you see the popularity of restaurants and distance, indicated by the size of the circle (image below). If you point the phone toward the ground, you’ll get a traditional map instead. You can also manually locate yourself for greater precision (so that you can see the restaurants immediately near you) if GPS isn’t working well.” http://searchengineland.com/battle-of-the-augmented-reality-apps- urbanspoon-layar-wikitude-wheremark-more-27806? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed %3A+searchengineland+%28Search+Engine+Land%29 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 AR company initiatives driving developer take-up? © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Locative AR, originally clunky tools but adding key features now © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Creating marker & location AR is relatively easy for all - but real quality control? Layar/Junaio location types 1 Create a list of POIs - long/lat/altitude 2 Create media assets (text, png/tga, .l3d, obj) for each POI (use 3D model conv tools) 3 Generate a php/XML file in correct format 4 Host this on your own servers, validate 5 Request publication, go live 6 Optional with Junaio - add markers/patterns to each POI for deeper interaction FLAR Marker 1 FLASH SETUP We simply create a Flash ‘container’, which links to a Flash Script file which has that runtime script and links to an attached the “ready to go” code libraries which are: • Flex SDK lib – which embeds AR data inside flash • FLARToolkit – handless detection • Papervision3D code – deals with the import, position and rendering of 3D models 2 MARKER SETUP The simple steps once you have the Flash hierarchy ready are: a) Design a marker, start the MarkerGenerator.air application. Hold up your paper pattern to the camera, when it is ‘red’ highlighted click save pattern. Save it as FLARPattern.pat in the FLAR folder. Check your new pattern works 3 MODEL SETUP For the purposes of this demo we are going to only originate a single static 3D model. This ready to go AR bundle is scripted Papervision3D models in the ‘collada’ ‘digital asset exchange’ format. You have two options to create a replacement model in your project – 1) Use the free tool SketchUp 7 thttp://sketchup.google.com/ (installer in folder) make or get “ready made” models from http://sketchup.google.com/3dwarehouse/ (within the tool) and export as a collada model (triangulate, only selection and texture mapes) b) Note generally use a low polygon count (less than 1500) & low rez texture files. Blender, 3dsMax and Maya and others can be used for this c) Place new 1) 3D model, 2) textures and 3) txt files in the ‘models’ folder - to save time give the model the same name as the one already in there ‘model.dae’ (perhaps you might like to rename the other one to ‘model0.dae’ for example). Also place associated textures in the ‘images’ folder and the textures.txt file, the level above in the ‘models’ folder. © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 AR Marker based tools more mature & ubiquitous e.g: FLAR Toolkit, Flex, Air, Papervision, 3D tools also newer D’Fusion Studio etc: © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Other marker focused tools - good Flash focused list on Wikipedia, ARToolKit •FLARToolKit - an ActionScript 3 port of ARToolKit for Flash 9+. •ARTag - alternative to ARToolKit that uses more complex image processing and digital symbol processing for reliability and resistance to light. Only licensed for non-commercial purposes. •ARToolKitPlus - extended version of ARToolKit, only targeted to handheld users and developers of AR-oriented software. No longer developed. •Studierstube Tracker - Successor of ARToolKitPlus, many new features, closed source, not available for download. •Mixed Reality Toolkit (MRT) - University College London •OSGART - a combination of ARToolKit and OpenSceneGraph •SLARToolkit - a Silverlight port of NyARToolkit. •NyARToolkit - an ARToolkit class library released for virtual machines, particularly those which host Java, C# and Android. •ARDesktop - ARToolKit class library that creates a three-dimensional desktop interface with controls and widgets. •AndAR - A native port of ARToolkit to the Android platform. •ATOMIC Authoring Tool - a Cross-platform Authoring Tool software, for Augmented Reality Applications, which is a Front_end for the ARToolkit library. Was developed for non-programmers, to create small and simple, Augmented Reality applications, released under the GNU GPL License. •ATOMIC Web Authoring Tool Is a children project from: ATOMIC Authoring Tool that enables the creation of Augmented Reality applications and export it, to any website. Developed as A front end (Graphic Interface) for the Flartoolkit library. And it's licensed under the GNU GPL License. © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Early alpha tools means opps for developer companies ... Development Around the world and in Sydney based buildAR, Inscribe, The Project Factory and MUVEDesign amongst others - making it easier for small business & story-tellers to enter the world of geo-location AR, classiﬁeds as well as marker & recognition based AR Educational MUVEDesign & storylabs.com.au producing a series of short videos looking at trends in AR helping map out a very rapid transformation in the next few years © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Mass consumer adoption - Augmented Reality Gaming a big perception changer? © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Mass consumer adoption - Microsoft’s Kinect The Dimitri Project was the codename for a video game by Lionhead Studios that for many years had an unknown status, before surfacing in 2009 as the technology demo "Milo" for Microsoft's Project Natal. [1] Work on The Dimitri Project started in 2001 after Lionhead had finished work on Black & White, and had been reported as being cancelled, however a 2006 interview with Peter Molyneux confirmed that that was not the case.[2] Development on Dimitri was again reported as stopped with reports that the game never got to a "full- team" stage. It was reported that Dimitri had been replaced by a second project, Project X, which may lean on aspects of Dimitri but is distinct. In an interview with Eurogamer at E3 in June 2009 Peter Molyneux confirmed that The Dimitri Project had become the "Milo" technical demo used to demonstrate Microsoft's Project Natal which was shown at that years E3. Milo is a living AI that reacts to body movements and facial expressions. Milo is a program that recognises people, introduces himself to new people, and allows people to have a conversation with him. Drawing pictures on paper and holding to "Natal" allows it to scan the image and create a representative onscreen that Milo can give his opinion on and interact with as a real drawing. that for many years had an unknown status, before surfacing in 2009 as the technology demo "Milo" for Microsoft's Project Natal. Work on The Dimitri Project started in 2001 after Lionhead had finished work on Black & White, and had been reported as being canceled, however a 2006 interview with Peter Molyneux confirmed that that was not the case. Development on Dimitri was again reported as stopped with reports that the game never got to a "full-team" stage. It was reported that Dimitri had been replaced by a second project, Project X, which may lean on aspects of Dimitri but is distinct. In an interview with Eurogamer at E3 in June 2009 Peter Molyneux confirmed that The Dimitri Project had become the "Milo" technical demo used to demonstrate Microsoft's Project Natal which was shown at that years E3.Milo is a living AI that reacts to body movements and facial expressions. Milo is a program that recognises people, introduces himself to new people, and allows people to have a conversation with him. Drawing pictures on paper and holding to "Natal" allows it to scan the image and create a representative onscreen that Milo can give his opinion on and interact with as a real drawing. Project Natal: (pronounced "nuh-tall" is the code name for a "controller-free gaming and entertainment experience" by Microsoft for the Xbox 360 video game platform. Based on an add-on peripheral for the Xbox 360 console, Project Natal enables users to control and interact with the Xbox 360 without the need to touch a controller, such as through body gestures or spoken commands. The project is aimed at broadening the Xbox 360's audience beyond its hardcore base of young males. Project Natal was first announced on June 1 at the 2009 Electronic Entertainment Expo. Release pricing and timing have not been announced, but the device is not expected to be available until at least 2010. An approximately nine-inch wide horizontal bar connected to a circular base with a ball joint pivot, the Project Natal sensor is designed to be positioned lengthwise above or below the video display. The sensor features a "RGB camera, depth sensor, multi-array microphone, and custom processor running proprietary software," which provide full-body 3D motion capture, facial recognition, and voice recognition capabilities. The "Project Natal" sensor's microphone array enables the Xbox 360 to conduct multi-directional voice location tracking and ambient noise suppression, allowing for things such as headset-free party chat over Xbox Live. The depth sensor consists of an infrared projector combined with a monochrome CMOS sensor, and allows the Project Natal sensor to see in 3D under any lighting conditions. © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 AR Adoption Reminder © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Barriers for widespread adoption of AR 1. REGULATION - particularly people & place recognition services, not on Gov radar yet?! 2. POOR UI - cluttered screen & hard to navigate 3. PERCEPTION - AR perceived as superficial & dubious value by consumers 4. EXPERIENCE - Mobile processing power - some apps run at below 7 frames per sec & battery drain, slow pings & lock-on using GPS 5. 1st GEN TOOLS - The open tools are a little clunky & definitely buggy 6. DISCONNECT - Still an issue going from location or marker browsing to fulfillment © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 What will drive widespread adoption 1. VALUE - That AR is seen as a useful life & entertainment addition. Better education 2. BETTER UI - larger screens, wrap glasses and tablets (see Gary’s video) 3. SOCIAL INTEGRATION - Foursquare/Gowalla meets Layar/Junaio = TagWhat, Urbanspoon etc: 4. EXPERIENCE - Richer 3D game-like applications, faster FPS, more natural recognition. Lock-on improved using combinations of GPS, WiFi & 3/4G 5. UBIQUITOUS - Average prediction of users of mAR (some form) to be greater than 50% in 2 years (2012). Already most location browsers are on Android, iPhone & Symbian © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

Augmented Reality (AR) AIMIA Mobile Industry Group Industry, Technology & Innovation Snapshot Sydney 13 Jul 2010 Thanks, Questions? These slides on slideshare http://www.slideshare.net/hayesg31 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@muvedesign.com personalizemedia.com muvedesign.com storylabs.com.au

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Augmented Reality Barriers & Drivers for Widespread Adoption

by Gary Hayes on Jul 13, 2010

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Augmented Reality Barriers & Drivers for Widespread Adoption — Presentation Transcript