Augmented realities as an emerging technology offer new opportunities due to several shifting external conditions or changing forms of social interaction. In order to investigate possible impacts, trends and relationships the employed method is based on an environmental scanning and on several semi-structured interviews, conducted with several technology experts, researchers and futurologists. The process aims to obtain valuable information on competitors, markets, customers and suppliers as well as on macroeconomic factors, such as social, economic, technological and political factors. The main research findings afforded that AR can be seen as a new communication medium or tool in an early stage level due to several major technical and social challenges and that it goes along with the evolving information technology. These days one of the most promising devices for AR applications is the mobile phone, which could open the floodgates for the mass implementation of AR. With regard to the evolving ubiquity of information and interactivity through smart things and sensors, AR will provide customized-, perceptional-, and location-based information. Life and task enhancing services and applications are assigned big potential in future solutions, which could occur in many areas and industries. Due to an economical shift towards free business models, often financed by the advertisement industry, the future development of AR will certainly be affected.

1. Emerging business models and commercialization opportunities of Augmented Reality technologies An Opportunity Recognition and Technology Strategy Process Andreas Banholzer,19.11.2010 0

2. Table of contents A next generation technology? AR Displays types Challenges for every day life applications Conclusion / Results Key to the success Commercialization opportunities Future directions Emerging technologies – Evolution of AR (Scheme) Latest developments – AR concept enhancements 1

3. A next generation technology? New communication medium or tool, that will redefine our real-life interaction, communication and information seeking behavior. AR is a label and names a concept that consolidates technologies becoming viable du to increasing network and processor performance. AR will in future offer a bunch of new opportunities, products and solutions. 2

4. AR Displays Three major types of AR displays Head-attached displays (Optical/Video HDM, Retinal, Lenses, Projector) Handheld displays(Glass trough, Tablet, Smartphone, UMPC) Spatial displays (Desktop PC, Notebook, Holographic Projection) Head attached displays 3

7. User experience, Usability and Customer benefit primordial

8. AR solutions has to appeal through simplicity, agelessness, ergonomic factors

9. AR as a kind of real life social bridge6

10. ConclusionCommercialization opportunities Big potential: LBS, Life-simplifying services, Task-enhancing Drivers: New products & services, consumer, competition, cost reduction, optimization, diversification, profit High Utility B2C: Retail & Commerce, Publishing, Path finding & Navigation, Game- and Edutainment High Utility B2B: Medicine, Manufacturing, Repair and maintenance 7

11. ConclusionFuture directions Cloud computing and processing & auxiliary smart environment could be enabling concepts for AR Miniaturization of devices  increasing opportunities Mobile phone – One of the most promising device Other display techniques could become predominant Breakthrough for HMD still lacks in social acceptance 8

12. ConclusionFuture directions AR will provide customized-, mood-, and location-based information. Information could flow and interact regarding PTPT. Selective, semantic and personal perception of the environment. May lead to so-called “perception communities” “Augmented vision” due new displaying techniques 9

13. Emerging technologies5-10 Years to mainstream adoption? AR as Technology Trigger AR Mainstream adoption: 5 to 10 years Evolves with other enabling technologies:Cloud computing – Wireless Power etc. On the rise: Computer-Brain Interfaces– Tangible User Interfaces – Extreme Transaction Processing 10

14. Evolution of AR Customized-, mood-, semantic, environmental and location-based information as well as a total merged perception of the real- and augmented reality due to “Augmented Vision” displays. Technical advances Socialresistance Human computer interfaces / HMD /Clothes / Lenses – Simple, Agelessness, Intuitive, Invisible Wireless Internet Infrastructure – Sensors – Cloud computing – Cloud processing – Web of things Unchangeable Customer experience, Usability, Customer Advantage, Trends, Moral standards, 11

15. Critical view / Obstacles Technical challenges – Need for breakthroughs Dominant design – Standard – Interfaces Social maturity? Loosing touch with reality – or social bridge? Abuse for marketing reasons? Brands – Events – Products Instrumentalization of human beings by advertising industry 12

16. Critical view / Obstacles Data privacy or a less complex life? Information oversaturation? Or targeted and semantic information? Sensory overload or need for information? Exclusive society? Perception communities? Social gap? Reality not interesting enough? Breaking the human and physical limits? Out of the box world? Timeline for “Real” Augmented Reality solutions? 13

18. Cloudedfuture: Experts say they expect they will ‘live mostly in the cloud’ in 2020 and not on the desktop, working mostly through cyberspace-based applications accessed through networked devices.

19. Faster: Long Term Evolution – 4G - Licensing and implementation of new cellular wireless standards on progress (20 MB Youtube Video /3.2 sec)

20. PTP(T): Facebook rolledoitit’sgeo-locationservicecalled Facebook Places

21. Set the tone: 3D Cinema – Customers are hungry for new visual experiences 14

22. Q & A 15