Augmented Reality    M-Days Frankfurt, 1.Feb 2012    Thomas Nindl    Director Business Development Central Europe1
What is Augmented Reality (AR)?    Virtual 2D and 3D content superimposed onto a live image2
Real World View                                 Live camera view                                                    Virtua...
Real World View                                    Live camera view                                                       ...
SCANS   COMPARES    POSITIONS   RENDERS                       times per        30+            second5
Applications    Today    Gaming & Play                                    Media / Advertising                     Instruct...
   OS: Android / iOS       Unity: Yes       Use: Demo Library       Talking Points:             Norwegian footwear co...
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9
OYXGEN     HYDROGEN            HYDROGEN10
OYXGEN                    OYXGEN                   HYDROGEN              HYDROGEN11
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Gaming              Mattels Rock‘em Sock‘em Game              2 Players – linked via Bluetooth              Android Apps p...
Qualcomm AR Platform Traction     16,000+ registered 400+ models of 30+ apps in Android      developers from   smartphones...
Qualcomm’s AR Platform     Goal: Enable developers to build interactive 3D           applications for the real world     ...
Development Options                                 Eclipse                    Unity 3                     Xcode     Suppo...
Near Field Usage Environments     Table or Floor      Wall        Retail Shelf18
“Augmentable” Objects     Representations of real world elements that can be detected and tracked     Image Target        ...
Frame Markers     Enables multiple     cards to     simultaneously     trigger AR     experiences20
Virtual Buttons     Allows users to     press “buttons” by     touching certain     areas on an image     or object21
Global Augmented Reality Efforts                       QC Cambridge                    Tech University Graz               ...
Driving the AR Ecosystem      Establishing Qualcomm leadership      Showcasing innovative applications        Demonstra...
Qualcomm’s AR Developer Challenge 2010           Awarded $200,000 in total cash prizes             1st Place: $125,000 –...
Für weitere Infos u.a. SDK           besuchen Sie:           developer.qualcomm.com/ar           oder: qualcomm.com/ar    ...
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Augmented Reality

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M-Days Frankfurt, 1.Feb 2012 - Vortrag Thomas Nindl Director Business Development Central Europe
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

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Augmented Reality

  1. 1. Augmented Reality M-Days Frankfurt, 1.Feb 2012 Thomas Nindl Director Business Development Central Europe1
  2. 2. What is Augmented Reality (AR)? Virtual 2D and 3D content superimposed onto a live image2
  3. 3. Real World View Live camera view Virtual Content Information about points of interest Content placement inaccurate due to compass error GPS and Compass-based Augmented Reality Experience Good for rough location of items outside our field of view3
  4. 4. Real World View Live camera view Virtual Content Vision-based AR recognizes objects in field of view and aligns graphics tightly to target objectVision-based Augmented Reality Experience Enables a more immersive and interactive experience4
  5. 5. SCANS COMPARES POSITIONS RENDERS times per 30+ second5
  6. 6. Applications Today Gaming & Play Media / Advertising Instructional 3D games in real world Making print , outdoor, TV media, and Visualizing instructions environments vs. virtual worlds product packaging “come alive” e.g. furniture assembly In the future… Turn Left on Main St. “Happy to be here// Social Networking Visual Search Navigation & Discovery Placing photos, notes, graffiti Retrieving related information Visualizing points of interest in real world for friends to find from web for the object in view6
  7. 7.  OS: Android / iOS  Unity: Yes  Use: Demo Library  Talking Points:  Norwegian footwear company using AR in a magazine ad  Magazine ad uses QR code to prompt user to download the AR app  AR app allows the user to flip through four styles of Viking outdoor footwear and also enables CRM end user data capture  Instructions  Hit the trophy logo in the bottom left for CRM  Scroll through the arrows to see shoe styles – treat opportunity to show the product detail by moving the device around the target, and zooming in to the target to show product detail  Hit the Viking logo to exit app and go to the Viking Footwear website  Video: YouTube  Links:  Target: http://projects/sites/augmentedreality/Shared%20Documents/Demos/Targets/Vi kingFootwearAR-marker.jpg  Android Market: https://market.android.com/details?id=com.Labrat.VikingShoe01&feature=searc h_result#?t=W251bGwsMSwxLDEsImNvbS5MYWJyYXQuVmlraW5nU2hvZTA xIl0.  Apple App Store: http://itunes.apple.com/us/app/viking-footwear-ar/id466632818?mt=87
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  10. 10. OYXGEN HYDROGEN HYDROGEN10
  11. 11. OYXGEN OYXGEN HYDROGEN HYDROGEN11
  12. 12. 12
  13. 13. 13
  14. 14. Gaming Mattels Rock‘em Sock‘em Game 2 Players – linked via Bluetooth Android Apps platform14
  15. 15. Qualcomm AR Platform Traction 16,000+ registered 400+ models of 30+ apps in Android developers from smartphones and Market and Apple 130 countries tablets supported iOS Apple Store15
  16. 16. Qualcomm’s AR Platform Goal: Enable developers to build interactive 3D applications for the real world  Rich vision functionality  Images, markers, 3D objects  Virtual buttons  High performance  More realistic AR effect  Simultaneous recognition of multiple objects  SDK widely available at no charge Supported Devices Supported Tools • Android 2.1 (Éclair) • Android SDK/NDK • Android 2.2 (Froyo) • Unity • iOS • Xcode16
  17. 17. Development Options Eclipse Unity 3 Xcode Supported OS Android Android / iOS iOS Advantages • Free • Fully integrated game • Free engine reduces • Low level APIs provide development time and • Low level APIs provide enhanced flexibility and cost enhanced flexibility and performance performance • Single app supports both iOS and Android Now Now Now Availability Download Qualcomm AR SDKs http://developer.qualcomm.com/ar17
  18. 18. Near Field Usage Environments Table or Floor Wall Retail Shelf18
  19. 19. “Augmentable” Objects Representations of real world elements that can be detected and tracked Image Target Frame Markers Simple 3D Objects  Game boards  Game pieces  Boxes  Product packaging  Control cards  Bottles  Posters  Cans  Signs  Greeting cards  Business cards  Books / magazine pages19
  20. 20. Frame Markers Enables multiple cards to simultaneously trigger AR experiences20
  21. 21. Virtual Buttons Allows users to press “buttons” by touching certain areas on an image or object21
  22. 22. Global Augmented Reality Efforts QC Cambridge Tech University Graz R&D & Commercialization R&D Partnership Creative Mobile Labs QC China Qualcomm / CAA JV R&D QC Vienna R&D & Commercialization QC Korea R&D QC San Diego R&D & Commercialization Georgia Tech R&D Partnership22
  23. 23. Driving the AR Ecosystem  Establishing Qualcomm leadership  Showcasing innovative applications  Demonstrate potential for AR applications  Stimulate developer interest  Sponsorship and participation at targeted events23
  24. 24. Qualcomm’s AR Developer Challenge 2010  Awarded $200,000 in total cash prizes  1st Place: $125,000 – Paparazzi by Paulius Liekis and Arminas Didžiokas of Pixel Punch (Lithuania)  2nd Place: $50,000 – Inch High Stunt Guy by Defiant Development Pty Ltd. (Australia)  3d Place $25,000 – Danger Copter by five developers (Kedar Reddy, Alex Beachum, Evan Sforza, Jason Mathias, Jonghwa Kim), all of whom are graduate students of the Interactive Media Division at the University of Southern Californias School of Cinematic Arts (USA)  Judging panel  Blair MacIntyre, associate professor, Georgia Institute of Technology (researcher/academia)  Jason Ankeny, executive editor, FierceMobileContent and FierceDeveloper; regular contributor to Entrepreneur magazine(reporter)  Torrie Dorrell, vice president, connected family products and services, T- Mobile USA (industry)  Video: Augmented_Reality_Winner_Video_Long.v1.2011040524
  25. 25. Für weitere Infos u.a. SDK besuchen Sie: developer.qualcomm.com/ar oder: qualcomm.com/ar Vielen Dank für Ihre Aufmerksamkeit!25

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