?Who will own our Augmented Reality?
EComm America April 21st 2010 SFO
Your next 10 minutes
• @Anselm Hook
• Programmer and Theorist
• Worked at @ning, @meedan,
@platialmaps, @ea and @makerlab
• Was suspiciously near Eyjafjallajökull
AR: fear or ﬂight?
• I am excited by AR but have concerns:
• Where will the data come from?
• Will we see each others attentive acts?
• Who will take the money?
Is that a reality in your
• AR promises many things:
• A single uniﬁed view.
• A zero click interface to reality.
• The best near-ﬁeld view.
• The data that is most important to your
quality of life.
Double Click to
• If successful AR will have big impacts:
• Street signs will rust away.
• People will see through walls.
• Hybrid vigor of mixing perspective.
• Attention will become the currency.
• If you’re not in it you may be considered a
second class citizen.
Google Goggles hints at
• A family of image analysis engines.
• A big pile of data and computation.
• Can tell you where to buy that book.
• Can tell you where your wine comes from.
• Soon will be able to tell you what people nearby think of
a piece of grafﬁti.
• In ﬁve years you can look at a person and know if they
are on a terrorist watch-list.
• (Google as likely winner plays the straw-man here)
But where will the data
• When you look at McDonalds through
your AR Glasses...
• Does Ronald McDonald hug you?
• Or do you get a stern admonition from the
local organic grocer?
• Or a map of deforestation in the Amazon?
It’s a bird it’s a plane!
• In the real world gaze is often a social act.
• One persons gaze directs others to the
• This is not currently the case with search
on the web.
• We live in a panopticon.
• ( Panopticon == bad ... btw)
We need to Federate
• The search act should go to multiple parties you
trust ( or trust by proxy ).
• If you point your phone at a statue of Nefertiti...
• The University of Cairo could respond with an
article on her life.
• If you stare at a Pizza Joint - other better local
Pizza joints that your friends trust - message you
and offer you a deal.
We need to deﬁne an
Open AR Stack
• AR protocols actually want to transmit behavior
not just pretty 3d models.
• Servers need to agree to run each others
behaviors not just transport bits.
• Deﬁne a shared minimum feature set.
• See work led by Tish Shute on ARWave.
• See ARML and other related work.
• Talk to a Video Game Programmer (Please).
There are unclear challenges
in monetization of AR
• Complete this equation:
Adwords is to X
as WWW is to Augmented Reality
• Candidates include:
The problem with
• Money is a severing between place and its resources.
• As you get closer to a geography it seems harder to
separate the money from it.
• At near scales people just negotiate softer and less fungible
• The value in a place is in making it better not in extracting
wealth from it.
• We tend to be place-makers - investing into place not
taking from place.
• Attention is the currency of geography.
Retire with Foursquare
• For example:
• I cannot buy the
Zante’s off of
@hoan for love
• @hoan cannot get a discount at New York Nail
even though it is next door.
• The best way to protect freedom of speech is to federate
• AR is about publishing “verbs” - interactive actionable
digital agents not publishing 3d models.
• AR seems to be more biological. Biomimetic approaches
may be best.
• You won’t make money by translating tired old Web
paradigms to AR.
• AR is something new yet again and has different patterns.
We need to take the time to learn them.
Thank you for your
• Join me at: http://augmentedrealityevent.com/speakers/
• http://anselm.typepad.com#trapped_in_venice_what I would pay
for a solution
• @dianneisnor http://gigaom.com/
• Jesse Schell’s mindblowing talk http://