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Augmented Reality (AR)

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Augment Reality is set to dominate the next age of retail through product visualization. AR gonna take a little while, because there’s some really hard technology challenges there.
But it will happen. It will happen in a big way. And we will wonder, when it does [happen], how we lived without it. Kind of how we wonder how we lived without our [smartphones] today.

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Augmented Reality (AR)

  1. 1. By: Ravikeerthi Rao 1
  2. 2.  Let’s start the program by digging into your old sweet memories  Go back to your schooling time, may be 3rd standard  Science Class in particular? 2
  3. 3.  Do you remember – our teachers told us something like:  Living Things, and  Non-living things  If we still go deeper into “Living Things” we have :  Animal world, and  Plant world All these things together constitutes “ Real World” 3
  4. 4.  In this “Real world” we want :  to do many things  See many things / places  Enjoy many things  But, we have our own limitations and constraints, like :  Time  Money  Facility ( Rocket?)  Social Commitments ( family, etc)  Biological constraints ( feather / wings)  Technological Constraints ( time travel) 4
  5. 5.  In spite of all these constraints we still enjoy many things in our “Imaginary World”.  This “imaginary world” is limited to yourself.  No one else will “see” or come and “join” with you in your imaginary world.  We, most of us, likes the company, enjoy more in the company of others.  So, what is the best way out? 5
  6. 6.  Our software experts gave some kind of life to our “imaginary world” and depicted it in the computer screens / electronic devices.  This new world is called “ Virtual World”. 6
  7. 7.  Where we are ?  In the “Real World” ?  That is reality  When we get into “Virtual World”, what will be there ?  “ Virtual Reality”.  When we are fully into any of these two world, we call it we are “immersed” in it. 7
  8. 8.  Virtual reality (VR) typically refers to computer technologies that use software to generate realistic images, sounds and other sensations that replicate a real environment (or create an imaginary setting), and simulate a user's physical presence in this environment, by enabling the user to interact with this space.  With the advancement of the technology, VR places the user inside an experience. Instead of viewing a screen in front of them, users are immersed and able to interact with 3D worlds. 8
  9. 9.  Virtual reality enhance the imaginary world and take us to virtual world / immersive environment**.  Users are isolated from the outside world / physical surroundings.  ** Immersive environment : (of a computer display or system) generating a three-dimensional image which appears to surround the user. 9
  10. 10.  You will enjoy the “Virtual World” only when you are fully immersed in it.  When playing a computer game, for example, you will get immersed in it by about 60%.  With 3D glasses – may be about 80%, and  With VR gear – may be about 95-100%? 10
  11. 11.  You experience VR using a head mounted display. The headset covers your entire vision and thereby immersing you totally in a computer generated 3D world.  As you move your head it tracks your movements and updates the display – tricking your brain into thinking you are in a real place.  Currently, the gaming and entertainment industries have found the most success with this medium. 11
  12. 12.  From a brand perspective VR offers the opportunity to make deep and more meaningful connections with your customer.  Put your audience at the heart of the action. Whether it is test driving a car, flying a jet or playing world class rugby VR is the next best thing to being there. 12
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  14. 14.  As I told you, VR seeks to create a world of its own, separate from reality, and replaces the real world with a simulated one.  Now, new technology has been developed to increase a user’s experience in the real world and enhance reality. 14
  15. 15.  Augmented  The dictionary meaning of Augmented is :  Amplified  Enhanced  Improved  Supplemented 15
  16. 16.  What is Augmented Reality?  The basic idea of augmented reality is to superimpose graphics, audio and other sensory elements over a real- world environment in real time to augment the reality.  As a result, the technology work by enhancing one’s current perception of reality. 16
  17. 17.  Augmented Reality is a very different technology from Virtual Reality.  This software (work through apps) enables us to configure, manage and visualize 3D content through augmented reality.  The mission of this software is to seamlessly connect our physical and virtual experiences so as to change the way people see and imagine the world around them. 17
  18. 18.  Augmented reality (AR) can be applied to many markets , such as :  entertainment,  gaming,  navigation,  design,  marketing,  sales,  omni-commerce retail (just to name a few). 18
  19. 19.  This revolutionary technology is expected to impact business like :  retail,  manufacturing, and  architecture. 19
  20. 20.  AR for Enterprise  How AR Applies to Enterprise  AR and the Business Life Cycle 20
  21. 21.  The most common use of 3D models today are either in the filed of entertainment or product design.  Most 3D models still only displayed on the flat monitor (2D).  Now, researchers and engineers are pulling graphics out of your television screen or computer display and integrating them into real-world environments.  AR is the end result. 21
  22. 22.  The Augmented Reality is generally experienced is through gaming, creating immersive gaming experiences that utilize your actual surroundings.  Imagine shooting games with zombies walking in your own bedroom!  The biggest use of Augmented Reality gaming to-date is Pokémon Go, allowing users to catch virtual Pokémon who are hidden throughout a map of the real world. 22
  23. 23.  The AR enabled tracker, which is an image linked to the augmented reality element (ex: Drawing in the bellow picture), triggers the software to display a 3D version of the product (ex: here it is the building) with which the user can interact. 23
  24. 24.  One can use mobile device to examine the product in greater detail or just get an idea of what it looks in real space. (Prospective buyer is checking how sofa will looks like in real world) 24
  25. 25.  AR simply places the 3D model or hologram into the environment and changes its position or scale based on environment tracking and depth sensing of the physical world.  Seeing a giant monster standing in your living room can be frightening sight, even it is imaginary . 25
  26. 26. Design  As of now, physical prototypes have been only way to see designs in actual size.  Augment Reality now allows designers to manipulate and interact with the product in the real world until they satisfied, instead of going through multiple proto development in that phase.  AR also connects the teams, speeding up the approval process. 26
  27. 27.  AR will streamline design process by allowing for immediate changes to the original (design) concept before it ever hits production.  Will it fit? Need to change the spec sheet? How will it look? etc. are the common doubts raise in the minds of the designers while creating a style.  Answers for these questions once took days, weeks or wild guesses, will now take minutes to confirm. 27
  28. 28. B2B sales  Retailer and their sales representatives simulate the products in real size, in their customer’s real environment to push sales.  Augmented reality has improved the visual impact of product presentation and helps sales team to close the deals faster. 28
  29. 29.  Some retailers has brought AR into the fashion world by using real, naked models as a kind of hybrid mannequin on which people can view clothes.  With this technology we’ll soon all be able to instantly try out the hottest trending fashions — from street styles to catwalks — from anywhere in the world.“  AR technology will allow shoppers a 360-degree view of the clothes. They will also be able to zoom in to see the texture of the material. 29
  30. 30. Omni- Commerce  Through smart phones and tablets, augmented reality is allowing customers to try products at home before buying.  E-commerce customers can access an entire inventory of products and AR allow them to test the products in their homes to see how that product would look. Ikea has done it.  Shoe brand Converse‘s buyers who has the Converse Sampler App can choose any shoe from the Converse catalog and simply point the phone towards their foot to see how the (virtual) shoe will look when wearing it. 30
  31. 31.  Currently, augmented reality is the forefront of retail innovation, allowing users to experience shopping online and offline in a revolutionary way. This technology is allowing the consumer to interact with virtual products through simple image scan.  'Nails by Holition is the FIRST EVER mobile app where consumers can try on virtual nail colours in real-time.  There are no photos to upload - just hold a smart phone over the hand and voilà, the selected nail colour appears on the fingernails.  ‘Nails by Holition’ even makes recommendations according to the colour of your hands. 31
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  33. 33.  The Augmented Reality mobile apps & software are developed to give users more information about products and objects around them.  Images on packages are made AR capable, because of which shoppers can see how products will look when built or unpackaged through augmented reality. 33
  34. 34.  London retailers deploy AR technology for 2016 Christmas shopping season  Augmented reality (AR) will meet shopping in a big way this Christmas shopping season as London’s Covent Garden area links up with AR tech firm Blippar to offer a new consumer experience. 34
  35. 35.  Augment Reality is set to dominate the next age of retail through product visualization.  People will always want to know as much as possible before making purchase decision and AR will help in ensuring customer confidence.  It is the kind of sales tool, will remain useful in years to come. 35
  36. 36.  "AR is going to become really big.  "VR, many people think, is not gonna be that big, compared to AR …  AR gonna take a little while, because there’s some really hard technology challenges there.  But it will happen. It will happen in a big way. And we will wonder, when it does [happen], how we lived without it. Kind of how we wonder how we lived without our [smartphones] today." 36
  37. 37.  An enhanced reality that works seamlessly between VR & AR is known as Mixed Reality(MR).  The main difference between AR & MR is that MR seeks to blend reality with computer generated imagery to such a degree that the two become almost indistinguishable.  The true MR system is still in nascent stage, and will take time to come into market. 37
  38. 38.  There are privacy concerns.  Image-recognition software coupled with AR will, quite soon, allow us to point our phones at people, even strangers, and instantly see information from their Facebook, Twitter, Amazon, LinkedIn or other online profiles.  With most of these services people willingly put information about themselves online, but it may be an unwelcome shock to meet someone, only to have him instantly know so much about your life and background. 38
  39. 39.  http://retail-innovation.com/uniqlos-magic-mirror/  http://www.trendhunter.com/trends/uniqlo-magic- mirror  http://www.damngeeky.com/2012/10/20/6407/mag ic-mirror-virtual-fitting-and-dressing-system-to-test- clothes-in-different-colors-without-changing- them.html  https://sketchfab.com/virtual-reality 39
  40. 40.  (http://www.augment.com/)  http://holition.com/portfolio/peninsula-hong-kong  http://www.mbryonic.com/virtual-reality-guide/  http://www.augment.com/augmented-reality-ebook/ 40
  41. 41. How it works : Demo video  https://www.youtube.com/watch?v=oH_LfXnklRw Some more :  http://mashable.com/2016/09/16/naked-models- augmented-reality-fashion/#H9zCZvGwVOq8 41
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