Presenting Augmented Reality

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Information on Augmented Reality. Its history, present state and future opportunities.

Information on Augmented Reality. Its history, present state and future opportunities.

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  • 1. Yannick Moeneclaey
  • 2. AugmentedReality
  • 3. Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery – creating a mixed reality.
  • 4. Place virtualobjects in the realworld
    Place virtualinformationonrealworld object
  • 5. 1956: Morton Heilig’sSensorama
  • 6. 60’s: IvanSutherland HMD*
    * HeadMounted Display
  • 7. 90’s: Boeing & Hollywood
    1984 John Connor?
    1990 Tom Claudell, Boeing: Digital HMD to guideworkersthrough assembling electricalwires in aircrafts
  • 8. 2000: Lift off
    2004 MIT, Tracking 3D-markers with mobile phone
    2007 Saatchi & Saatchi: First mobile phonebased AR advertisingapplicationfor Wellington Zoo
  • 9. VirtualReality is hot: 3D, newvirtualworlds,
    bewhoyou want to be
  • 10. VirtualReality is hot: 3D, newvirtualworlds,
    bewhoyou want to be
    Hellothere 2000
  • 11. AugmentedReality
    VirtualReality is hot: itenhanceswhat we see
    and experience in the REAL world
  • 12. AugmentedRealitybridges the gap between
    Offline and Online
  • 13. Why the sudden shift?
    New Technologies
    Full feature phones
    Camera, GPS, Compass,…
  • 14. Different Types
    Geolocation: GPS, Compass, Accelerometer
    Marker-based: Camera reads marker
    Markerlesstracking: Camera reads image
  • 15. Geolocation
  • 16. Marker based
    http://www.youtube.com/watch?v=WpS3LeCiCtc
  • 17. MarkerlessTracking
    + Google Goggles
    http://www.youtube.com/watch?v=tl2MV8AtvQg
  • 18. Whyshould I care?
    Games & Gimmicks
    Help
    Advertising
    DetailedInformation
  • 19. Games & Gimmicks
    Cannonballz(http://www.youtube.com/watch?v=KMKv3tk2Rys)
    Project Natal
    Total Immersion TOPPS 3D Live Trading cards
    (http://www.youtube.com/watch?v=I7jm-AsY0lU)
  • 20. Help
    The USPS (http://www.youtube.com/watch?v=WpS3LeCiCtc)
    BMW Training (http://www.youtube.com/watch?v=P9KPJlA5yds)
    RayBan Virtual Mirror
  • 21. Advertising
    Saatchi & Saatchi Toyota Auris(http://www.youtube.com/watch?v=Yjkkimxq3hY)
    Mini Cabrio, BMW Z4, Toyota iQ
    Fanta Virtual Tennis (http://www.fanta.eu/)
    Doritos (The world’s largest AR experience, by Cubocc)
    (http://www.youtube.com/watch?v=jZmG0ztaekc)
  • 22. DetailedInformation
    Google Goggles
    ING: ATM locator
    Lego
    Navigation
  • 23. Examples
    AwarenessCampaign
    Live Interactive Billboard againstAggression (Amsterdam)
    http://www.youtube.com/watch?v=uDTdHG_FytM
    Total Immersion (Commercial AR projects)
    http://www.youtube.com/watch?v=yAvR2dJvZCc
    Project Natal
    Xbox 360 + Motion sensor that makes use of Biometrics and face recognition software
    http://www.xbox.com/en-us/live/projectnatal/
  • 24. Future?
    AR in a Contact Lens
    http://spectrum.ieee.org/biomedical/bionics/augmented-reality-in-a-contact-lens/0
  • 25. Future?
    Mobile
    Advertising
    Education
    Social

  • 26. Primarydriversbehind interest in Mobile AR
    Mobile Gaming
    Location-based Search
    Ad-networks!
    Juniper Research
  • 27. Ad-networkswillbeattractive to
    brands and advertiser
    Real-TimeAdvertising
    LeadGeneration
    Brand opportunities
  • 28. EducationalOpportunities
    Training (BMW, US Military,…)
    Extra informationwhileon field trips
  • 29.
  • 30. Spill your guts