Mobile Augmented Reality Development in the Private Sector


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  • Title –How many here know what mobile augmented reality is? (show of hands, jump to definition page, then back to smartphones)
  • According the Pew Internet Project:One third of US adults – or 35% – own smartphones which are high-end mobile phones with more advanced features such as portable media players, camera phones with touchscreens, GPS navigation and Wi-Fi access. 87% of smartphone owners access the Internet, rather than with a computer1 in 4 adults currently use mobile applicationsSmartphone adoption is highest among the affluent and well educated, the (relatively) young, and non-whites
  • DEMO & Handouts (2):AR was listed as one of the top 10 emerging technologies in the MIT Technology Review;Mobile Augmented Reality Business Models shows key growth opportunities for mobile AR, including levels of adoption to likely commercial value; and Location-based AR, enterprise and game applications are predicted to be the most popular and the market is primed for a bit hit.
  • Agenda
  • Mobile Augmented Reality Market Forecast:ARhas been around since the 1990s, but a recognizable consumermarket has only existed since 2009 due to mobile devices and applications;Enterprise apps enable mobile billing, customer support, or content managementLBS apps identify a location of a person or object in order to provide relevant content or entertainment; Game apps are for digital entertainment
  • Mobile Augmented Reality Development Pipeline [HANDOUT]:Targeted engagement and social networking go across the pipeline;Platforms are operating systems that control mobile devices; SDKs are a set of development tools that allow for the creation of applications; and Applications perform specific tasks such as playing a mobile AR game
  • YOUReality 3D Visualization Software Case Study:YOUReality 3D is one of the few Atlantacompanies with fully deployed mobile AR applications currently on the market
  • Rock’ Em Sock’ Em Robots Case Study:This is only a demonstration project and there are currently no plans to fully deploy the application anytime soon;In order for it to be financially viableit would need to become available on multiple devices and operating systems. This case justifies the development of a scalable mobile AR business model, i.e. with local investors to bring an interesting demonstration project to full market deployment.
  • Mobile AR/Social Media ROI:Researchers are seeing a merging of traditional and new marketing / business models for mobile AR; andSocial Media ROI is different based on web metrics which are used as part of the valuing equation.
  • Mobile AR CompnaiesinMetro Atlanta:The #2 feature of mobile AR is the use of social media in the development of products; DEMO: A GIS map was generated based on activity in social networks, i.e. through and LinkedIn; is an online social networking portal. It is used to facilitate offline or face-to-face meetings. The GIS map shows that most of the ten mobile AR companies in metropolitan Atlanta are clustered around Georgia Tech (AEL) which is near the north end of the Downtown Connector where I-75 and I-85 converge in Midtown. Three companies are located north of Atlanta. The data shows that companies in metropolitan Atlanta tend to be geographically close to high-tech innovation.
  • Regional Industry Clusters:Currently mobile AR is an aspiring or early, pre-emerging industry; This market has two main features: #1. High-tech firms organize around clusters of like firms that meet socially (online and off)
  • Social Network Analysis Atlanta/GA Attribute Results:This social network map consists of senior managers from 10 companies in metro Atlanta;Each individual manager is represented by a blue node; andThe lines link nodes to each other. The Atlanta map shows that 9 of the 10 attributes or nodes are linked to a single node/person, AR innovator Blair MacIntyre who founded Aura Interactive and the ARAtlantaMeetup group and directs the AEL
  • Social Network Analysis NYC Attribute Results:In New York City, most of the nodes are linked to three innovators from different firms. The star structure of both maps suggest social engagement but neither region has a decentralized culture of high career mobility which leads to social embeddedness which is a critical factor to sustaining a regional high-tech cluster.
  • Opportunities:Georgia is uniquely positioned to meet mobile AR by providing incentives through digital entertainment sectors; Macon, GA is one Knight’s investment cities and the Macon Arts Alliance is working with me on an “Idea to Action” business model to harness mobile AR technology and make the transition to a new information environment; andMobile AR is fueling economic development in other countries such as in Stuttgart, Germany for regional industry cluster visualization.
  • Barriers to Adoption & Growth:Mobile AR applications still only make up a fraction of the market for smartphones and increased revenue directly correlates to targeted engagement and the development of “hyper local” content. Mobile AR experiences are only in the first of many generations. A minimum mobile AR experience may need to be defined, as part of a scalable AR business model and framework, to ensure that users, developers and content providers continue to evolve and benefit.
  • ConclusionBased on the results of this research I have determined that mobile AR in Georgia does have characteristics in common with the aspiring, pre-emerging clusters such as a growing market demand for mobile AR products; the strength of an academic system and human capital; and entrepreneurial activities. Other regional features include higher levels of social interaction, targeted engagement, and collaboration between different stakeholders in metropolitan Atlanta. However, mobile AR companies and individuals need to be more socially embedded into a vibrant industrial community across the US and internationally.
  • References
  • Mobile Augmented Reality Development in the Private Sector

    1. 1.  A smartphone can be a personal digital assistant (PDA), mobile phone, portable media player, or camera phone with a touchscreen, GPS navigation, Wi-Fi and mobile broadband access. Smartphones (iPads and most tablet PCs) can download applications (apps) and their owners describe these devices as: Source:
    2. 2.  Mobile AR is the overlaying of digital information onto the real world, viewed through a camera phone or other camera-enabled mobile devices.
    3. 3.  What are the stages for mobile AR development? Who is using mobile AR and why is it important? How does cross-cluster, cross-region targeted engagement and social embeddedness support economic development? How can Georgia support mobile AR industry cluster development?
    4. 4.  Mobile technologies are an accelerator for AR innovation. Mobile AR is expected to undergo substantial growth in the next 3-5 years. Global revenues in this area will reach $1.5 billion by 2015, with 1.4 billion downloads projected.* The total Mobile AR Market, by 2015, will be split into 7 categories; 75% of the total are games, location-based services and enterprise applications. *Source: %20BrochureS.pdf
    5. 5. 1. Download and print the marker. 2. Place the marker in the room where you want to view the 3D product/model. YOUReality developed as a business out of 3. Take photos with a digital the need for a mass-market visualization camera (with marker) and solution to enable users to visualize 3D view with installed software. products before making purchasing decisions. YOUReality works by inserting 3D models “into” a digital photo of an actual space so users can see how objects would look in their intended environment. They have developed the software so that customers can take photos of their own spaces with their own digital cameras.
    6. 6. 1. Download and print the marker. 2. Place the marker on a table where you want to play the Aura Interactive created an Augmented Reality game. game based on the classic toy Rock’em 3. Point camera-enabled mobile Sock’em robots, in collaboration with device at marker to take Qualcomm and Mattel. control of the boxing robots. Rock’em Sock’em works by pointing a camera-enabled mobile device at a printed marker so users can see and interact with 3D robots (using a touchscreen). Players can move their devices around the game board to view fighters from different angels. Two people can play over Bluetooth.
    7. 7.  Social media ROI is one of the five indicators of social media adoption according to SmartBrief Inc. and Summus Limiteds "2010 State of Social Media for Business."  Web metrics like traffic counts, number of comments or uploads/downloads, Twitter followers, Facebook fans, Google (+1) responses, Meetup check- ins and reviews – these metrics Social media / mobile AR increases levels of are an important component engagement among users (employees and when calculating ROI for social customers) and provides opportunities for media. businesses to engage with their target  Companies do not rely solely on customers, both online and off. web metrics, but on what the data leads to. For instance, YOUReality 3D reports Google calls mobile phones “MOT” (moment an increase in website visitors of truth) machines and marketing accelerators. that correlates higher sales. The Zero Moment of Truth’ or ZMOT captures People can browse the website, search for product the idea that shoppers use social media to reviews, click on product pages make pre-purchasing decisions, i.e. blogs and or download markers to reviews, social networks, etc. experience augmented reality, and upload their own
    8. 8.  Mobile AR in GA is in a pre-emerging cluster stage. Business accelerators and incubators support emerging technology entrepreneurs with capital and mentors to sharpen ideas into strong start-ups. Online social networking portals facilitate offline developer meetings in various METRO ATLANTA localities, including in metropolitan Atlanta. COMPANIES LinkedI n
    9. 9. What is an Industry Cluster? A cluster exists where there is: • Critical mass of resources & competencies; • A key position in economic activity; and • A sustainable competitive advantage versus other locations. A cluster is a geographic concentration of related businesses and associated institutions in a particular sector which has 3 major benefits: • An increase in productivity; • Greater innovation; and • Stimulation of new business.
    10. 10.  Social network analysis of the ARAtlanta mobile AR developer group based on professional connections via LinkedIn and resulted in identifying ...  10 entrepreneurs and executives from companies involved in mobile AR development.  A critical mass of mobile AR resources & competencies is building gradually, driven by one innovator and company (Aura Interactive).
    11. 11.  Social network analysis of the ARNY mobile AR developer group based on professional connections via LinkedIn and resulted in identifying ...  10 entrepreneurs and executives from companies involved in mobile AR development identified.  A critical mass of mobile AR resources & competencies building very quickly, driven by three innovators and companies with close connections to other firms and groups in other regions such as Raleigh and Los Angeles.
    12. 12. Georgia is uniquely positioned to support mobile AR startups based onexisting incentives, i.e. for digital entertainment.Mobile AR can increase targeted engagement, i.e. using social networksfor idea generation, collaboration and knowledge exchange.Local organizations as purveyors of local information receive privatefunding to partner with developers to generate “hyper-local” or targetedmobile AR products.Aspiring, pre-emerging regional clusters can learn from successfulinternational mobile AR industries and services.
    13. 13. Mobile AR needs to be on the government radar, i.e. to support location-based services, digital entertainment, and enterprise activities at the“hyper-local” level.Most investors are not yet keenly aware of mobile AR or its potential andare not funding companies that are ready to take off and expand.In order for mobile AR to be financially viable it would need to becomeavailable on multiple devices and operating systems which would need abroader, longer cost analysis.Mobile AR justifies the development of scalable mobile AR businessmodels, i.e. with local investors to bring interesting demonstration projectsto full market deployment.
    14. 14. Economic developers can encourage growth byIntegrate “hyper-local” mobile linking regional mobile AR developers andAR content. innovators to small (local) businesses and organizations that can sustain targeted engagement in “hyper local” sectors. Economic developers can encourage moreIncrease networking structured and systematic access to knowledge andopportunities. provide a fertile business environment to deploy mobile AR that addresses emerging “hyper-local” needs. Economic developers can create platforms for collaboration and cross‐fertilization betweenEncourage collaborations. sectors– serving as fertile ground for entrepreneurship, transfer of skills, experimentation, and faster product development. Economic developers can focus more on socialRecognize new policy tools. media ROI models aimed at encouraging targeted engagement and private sector involvement.
    15. 15.  Meetup, Augmented Reality Meetup Groups. Olivier Blanchard, Olivier Blanchard Basics Of Social Media ROI, 2010. Heidi Cohen, 5 Key Indicators of Social Media Adoption, December 30, 2010. Heidi Cohen, Forget Social Media ROI, June 27, 2011. Google/Shopper Sciences, Zero Moment of Truth Study, April 2011. Gary Hayes, Recognising Augmented Reality Business Opportunities, June 30, 2010. Gary Hayes, Augmented Reality Barriers & Drivers for Widespread Adoption [for Mobile Industry Group Australian Interactive Media Industry Association, July 13, 2010]. Hutchinson Associates, Social Network Analysis. LinkedIn Corporation, LinkedIn. Strategy Analytics, Evaluating a Video Game Cluster in Rhode Island, June 14, 2010. Christina Warren, HOW TO: Measure Social Media ROI, October 27, 2009.