Augmented Reality: Is Reality Ready to be Augmented? Mobile World Congress 2011
AR is Not One Technology AR i N t O T h l • Provides a way to experience digital information y p g in context, in association with the real world • – To Augment people, places and things • Real‐time • Synchronized with and enhancing overlaying the real world Synchronized with and enhancing, overlaying the real world • Frequently, though not always, 3DPEREY Research & Consulting
Augmented Reality adds digital information INTO and OVER the “real” world Enabling users to get much more of an informed experience Real Augmented Augmented Augmented Reality Virtuality Virtual Vi t l Milgram’s ContinuumPEREY Research & Consulting
Mont Blanc Geneva Thonon‐les‐Bains Lake Geneva Arriving in g Montreux in 15 min camera, GPS, compass, GPS accelerometer, microphone
AR Continues what the Internet Began Augmented Reality Interaction with p y physical y j Physical Objects The Physical World The Physical World world parts (e.g. Printed Media) New Media Digital designed Media on for the CD ROM CD‐ROM Web bThe Digital World On the On the Web PEREY Research & Consulting
Checking Our Reality Ch ki O R lit • Will it become ubiquitous or will AR just be one of many viewing options from which one of many viewing options from which subscribers can choose to see digital data? • To become ubiquitous – Compelling reasons for subscribers Compelling reasons for subscribers – Lower technology barriers – Lower social barriers – Lower business barriers – We need more EXPERTS!PEREY Research & Consulting
Jeremy Kreitler, Lonely Planet J K itl L l Pl t• VP of Wireless – In charge of all mobile initiatives and products g p – 8.5+ million downloads – 115 apps on 4 mobile platforms pp p• Over 25 Compass Guides (AR on Android) released since May 2009 with partner Mobilizy/Wikitude• 15 years experience across wireless and on‐line y• Prior to Lonely Planet – a product lead and general manager in the local, social and travel space – Yahoo! Maps and Local, MapQuest, MerchantCircle, mig33, eCollege and a number of startups number of startups
Nagraj K h N j Kashyap, Qualcomm Q l• VP, Ventures and Corporate R&D Business Development – Oversees Qualcomm’s strategic investments in wireless‐industry ventures and business development activities for projects such as Augmented Reality as Augmented Reality – Board Director: Avaak, Brain Corporation and Zeebo, Board observer: Livescribe, Location Labs, Obopay, Sotera Wireless. Past boards: Airvana (IPO AIRV) Bi f P b d Ai (IPO:AIRV), Bitfone (HP) N (HP), Novarra (N ki ) (Nokia)• Qualcomm AR teams worldwide –A Austria, China, Korea, UK, USA i Chi K UK USA• Qualcomm offers an AR Platform and SDK for AR – No charge, 4000+ registered developers, 100 countries h dd l – Android and Unity 3.x
Peter Meier, metaio P t M i t i• Co‐founder and CTO of metaio ‐ 70 employees 70 employees ‐ offices in Korea, US and Germany (HQ) ‐ developed and brought to market the Unifeye platform for Augmented Reality developer platform for Augmented Reality developer• Patent author• Global manager and chief architect of junaio, the metaio AR browser AR browser• Manufacturing Engineering, TUM
Philipp Schloter, ABUKAI Phili S hl t ABUKAI• Founder President and CEO Founder, President and CEO – Business solutions that revolutionize the way companies do business through Actionable Business Productivity Solutions. business through Actionable Business Productivity Solutions• Previously – General Manager of a growth business unit at Nokia – Head of Product and Service Innovation, at the Silicon Valley office of Deutsche Telekom’s management consulting arm D t h T l k ’ t lti – A Worldwide Product Manager at Microsoft• S i l Serial entrepreneur, founded PIXTO f d d PIXTO – images taken with a smartphone camera and combined with GPS links to pre‐defined content
David Marimon, Telefonica D id M i T l f i• Manager of Mobile Augmented Reality and Visual Search• Team Leader at Telefónica R&D, Barcelona. Feb’08‐ present – Co‐manager: Contextual Services & AR (Corporate research) – C di Coordinator of MobiAR (S f M biAR (Spanish‐funded consortium): ihf d d i ) Mobile AR & tourism project – Leading technological development on Mobile Visual Leading technological development on Mobile Visual Recognition and AR.• Ph.D. at EPFL, Switzerland. Ph.D. at EPFL, Switzerland. • Topics: Video‐based tracking; sensor fusion; markers
Raimo van der Klein, Layar R i d Kl i L• Co‐founder and president – Provides AR publishing platform and most popular AR browser – Nearly 50 employees – Offi Offices in US and Amsterdam i US d A t d• Serial entrepreneur having founded SPRX Serial entrepreneur having founded SPRX mobile• Co‐founder of Mobile Monday Amsterdam Mobile Monday Amsterdam
Topics of this Session T i f thi S i• What are the BEST use cases for mobile AR? – Today – In 2012? – Beyond?• The inputs and outputs of AR p p – Sensors, sensor fusion – Visual AR and GPS‐based AR‐which one or both? Visual AR and GPS‐based AR‐which one or both? – What are the frontiers in terms of what the devices will be able to detect and mobile AR will be able to will be able to detect and mobile AR will be able to use? – Outputs
Topics of this Session‐2 T i f thi S i 2• Business models – What’s yours? – What new business models can we expect? What new business models can we expect? – What about mobile operators?• Ecosystem of developers – What’s the typical developer in your current What s the typical developer in your current environment? – What will be the required skills for mobile AR in the future?
Topics for this Session‐3 T i f thi S i 3 • Hardware for AR – What is the best platform for AR today? – What are the big breakthroughs we can expect in What are the big breakthroughs we can expect in 2011? And beyond?PEREY Research & Consulting
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