More Related Content Similar to Augmented Reality (20) More from Total Identity (20) Augmented Reality1. Augmented Reality
what is currently possible and what is the use
2009
Total Active Media
© TOTAL IDENTITY
Martijn Arts
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2. Total Identity
Areas
Activities
Consultancy
Positioning
Design
Profiling
Publishing
Interaction
Founded
PR
1963 TOTAL DESIGN
Campaign
2000 changed name
Earnings
TOTAL IDENTITY
2005 10,7 mln
2006 11,9 mln
Group
2007 14,2 mln
TOTAL IDENTITY
2008 13,4 mln
- Amsterdam
- The Hague
Network partners
TOTAL ACTIVE MEDIA
Antwerp
VERMEULEN
Bolzano
ALLCOMMUNICATION
© TOTAL IDENTITY
Bremen
SOFTWARE
Dubai
Hamburg
No staff
Lisboa
112
Madrid
2
3. Martijn Arts
Lives in Amsterdam
Born in 1973
MsC Delft Tech. University
marts@totalactivemedia.nl
Total Active Media
Managing Director.
Total Identity
Shareholder
Board of directors
© TOTAL IDENTITY
Social Networks
LinkedIn
Hyves
Twitter (arts118)
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4. 4
© TOTAL IDENTITY
online
5. WEB 1.0,
2.0, 3,0, …
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6. 6
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WEB 1.0
7. 7
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WEB 2.0
8. 8
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WEB 3.0
10. WEB 1.0
• 1997-2005
• “Everyones first time”
• Network as broadcasting channel fort text and images
• Paper publishing done on screen — no new concepts
• One-size-fits-all or broadcasting
• Contentmanagement
• “the web of documents” — page based internet
• Internet seen as antisocial
• Internet as speciality
• Use only on workstation
© TOTAL IDENTITY
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11. Just words...
• world wide web — www
• hyperlink
• chatten
• forum
• newsgroups
• Gopher
• animated gif
• imagemap
• HTML
• e-mail
• homepage
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• banner
• zoekmachine — googelen
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12. WEB 2.0
• 2005-2009
• Hype or marketing term — possibilities were always there
• Network as distribution channel — applications as modules
• Users own data — user generated content
• Best practices and archetypes have evolved in websites
• WIKI’s, RSS and webservices — website as mashup
• Open architectures invokes semantic web and free structures
• Social-networks and social communities florish
• Internet as part of everyones business
• Use at different places and moments — information based
© TOTAL IDENTITY
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13. Just words...
• User generated content
• WIKI
• Blogging — moblog, weblog
• VOIP
• RSS
• AJAX
• Profiling
• Mashup
• Open source
• Tagging
• Widgets
© TOTAL IDENTITY
• Social bookmarks
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14. WEB 3.0
• 2009-2010
• Transformation to a more seamless and interoperable whole
• Network as platform — integration of modules and channels
• Distributed databases — the ‘World Wide Database’
• Open service business models — Webservice interoperability
• Transformation to a more seamless and interoperable whole
• Open X — OpenID, -APIs, -data formats, -source, DataLicense
• “People are part of the web”
• Internet is not mentioned anymore
• Everywhere anytime — ubiquitous connectivity, X-chanel
© TOTAL IDENTITY
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15. Just words...
• the intelligent web
• Grid and cloud computing
• Open Data License
• Roaming portable reputation
• Semantic web — folksonomy
• Autonomous agents
• Statement-based datastores
• Machine reasoning
• Twitteren
• e-Ink
© TOTAL IDENTITY
Jan Chipchase (Nokia)
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16. WEB 4.0
• 2010-?
• Web-based information / -applications integrate in real world
• Technology is becoming invisible — it really is a vehicle
• Integrated streaming media — flow of emotions
• Open media communication — psychology of machines
• Location, information and time interoperate — the Borg
• Any media is searchable / integratable — visual search etc.
• Augmented reality — extensions to everything we know
• Everything is touchable, communicative etc.
• Beyond channels and semantics — rich content / rich media
© TOTAL IDENTITY
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17. Just words...
• pocketable — wearables
• extreme rich media
• real time associations
• associative learning
• augmented reality
• technology literacy
• blurring boundaries
• invisible, social cues
• ambient technology
• contextual profiling
• serial-solitary
© TOTAL IDENTITY
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24. Packaging
Explanation on how it works for service
Selling the product - sales and promotions
Explanation can be personalized
Using multimedia to “tell a story”
Adding interactivity results in an experience
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27. Presenting
Adding experience to a presentation
Creating dialogue
Adding new dimensions
Adding extra information
Visualizing otherwise abstract info
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28. Augmented
Advertising
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30. Advertizing
More powerfull communication
Adding moving elements
Using personal stories
Idols can explain the product
Extra information on the brand
Adding social stuff to campaign - highscores
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33. Publishing
“images say more thatn a 1000 words”
Especially good for publishing on architecture e.g.
Crossmedia publishing
Adding 3D visuals to stories
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34. Augmented
Visualizing
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36. Visualizing
“images say more thatn a 1000 words”
Learning by doing - good for education
Explaining trends and differences
Making statistics visual
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39. Exhibiting
Adding interactivity results in an experience
Being able to step into another world
Go back in time and experience how it was
Especially for education and school tasks
Making stories come to live
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42. Retailing
Shopping made more easy by adding information
What is good and what not?
What did I take last time?
What do my friends say about this product?
Is it environmental friendly?
Where can I get this cheaper?
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45. Touristing
Image recognition so no GPS
Adding layers to reality
Adding directions
Blurring boundaries - mixing real with unreal
Create an experience in a tour
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46. Augmented
Maintaining
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48. Maintaining
Step-by-step explanation of repairing a car e.g.
Adding howto’s to tasks to everything - IKEA e.g.
Including alerts for hazards and expert help
Realtime ordering for stuff that you need
Location independent assistance
© TOTAL IDENTITY
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51. Clothing
Personalization
Real time information
Adapting to time and space
Context aware
Social bonding
© TOTAL IDENTITY
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54. offline
2009
Total Active Media
© TOTAL IDENTITY
Martijn Arts
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