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Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse
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Mobile Creatives: June 8th 2011 Augmented Reality Dylan Banarse

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  • 1. Mobile Augmented Reality Time of Enlightenment Dylan Banarse © 2011 Optricks Media Ltd
  • 2. Augmented RealityViewing computer graphics and information embedded in the real-world © 2011 Optricks Media Ltd
  • 3. Mobile AR Viewing● Now ○ ‘Magic window’ ○ 2D camera, 2D screen (mobile) ○ 3D camera, 3D screen (3DS)● Future ○ Projected and wearable AR © 2011 Optricks Media Ltd
  • 4. Embedding in the Real World● Geolocation● Marker● Natural Feature © 2011 Optricks Media Ltd
  • 5. Geolocation © 2011 Optricks Media Ltd
  • 6. Markers © 2011 Optricks Media Ltd
  • 7. Natural Feature © 2011 Optricks Media Ltd
  • 8. AR Convergence geolocation accelerometers location-based natural features ID Markers Image markers200 200 201 2018 9 0 1 © 2011 Optricks Media Ltd
  • 9. Emerging Uses● Value add ○ Enhancing print media, board games & card games● Information ○ Museum and event guides● Visualisation Tools ○ See real things, virtually. © 2011 Optricks Media Ltd
  • 10. AR GrowthAugmented Reality growing from less than $20 million currentlyto more than $300 million in 2014* *Source: UK based ABI Research company http://www.abiresearch.com/research/1004689197 million augmented reality‐capable smartphones set to be inthe global market by 2012, up from nearly 91 million in 2010Total annual revenues from AR‐enabled mob apps will reach $732million in 2014, up from less than $2 million in 2010. ** **Source: UK based Juniper Research company http://www.juniperresearch.com/shop/viewreport.php?id=197“AR will be one of the top 10 disruptive technologies from 2008through 2012.” - Gartner © 2011 Optricks Media Ltd
  • 11. Hype? Gartner Hype Cycle © 2011 Optricks Media Ltd
  • 12. Augmented Reality Trending - AR - iPhone AR - Android AR - Nintendo 3DS AR - iPad AR © 2011 Optricks Media Ltd
  • 13. AR Mobile Trends - ARiPhone API change - iPhone AR - Android AR - Nintendo 3DS AR - iPad AR © 2011 Optricks Media Ltd
  • 14. Enlightenment Qualcomm contest Nintendo 3DS LaunchPeak of Inflatedexpectations Slope of enlightenment Trough of disillusionment © 2011 Optricks Media Ltd
  • 15. Summary● Climbing the Slope of Enlightenment ○ Loosing pure novelty value ○ Now looking for practical applications● Technology is maturing and converging ○ Both new and maturing SDKs and platforms ○ Developers more experienced● Focus on content and UX ○ Producing the right creative ideas with the right technical solutions © 2011 Optricks Media Ltd
  • 16. Thank you. © 2011 Optricks Media Ltd

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