Recognising Augmented Reality Business Opportunities

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One of several Augmented Reality for business presentations given by Gary Hayes. This one on the Sydney Microsoft Campus as part of SBTUG Sydney - more details here from Craig Bailey - http://www.craigbailey.net/augmented-reality-with-gary-hayes-at-sbtug/

The presentation as an introduction covers definitions, types of AR, recent issues and trends as well as the 16 key biz models and over 40 examples. Also links to the accompanying video and post on this topic available at http://www.personalizemedia.com/augmented-worlds-video-part-1-recognition/

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Recognising Augmented Reality Business Opportunities

  1. 1. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 AUGMENTED REALITY Recognising Business Opps Gary Hayes © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  2. 2. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 Service provider, content producer, strategist, director, web 2.0 ‘generator’ •80-90s Music Composer, Producer, Lecturer, Filmmaker then multi media editor BBC •95- 03 BBC Senior Dev Producer, New Media & Broadband TV - 8 yrs •Personal TV / standards - TV-Anytime, MPEG 7/21 (metadata standards) •2004-05 - Interactive TV Producer, LA USA - •2005 - 10 Lab for Advanced Media Production, Founding Director LAMP & MultiPlatform Head at AFTRS •2006 - MUVEDesign, Virtual World / Game Creation, Augmented & Alternate Reality Games Design & Production •2005 - 9th Top Blog Media and Marketing Australia (139th worldwide AdAge power150) © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  3. 3. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 My presentation •What is AR - definitions? •Current landscape & issues •Business Opportunities - 16+ biz mods •If time some more recent case studies © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  4. 4. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 What is Augmented Reality? © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  5. 5. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 What is Augmented Reality? Information, 3D models or live action blended with and/or overlaid onto the physical world around us and physically manipulated or filtered in real time. A camera & attached screen is used to view the combination of real world and metadata or rich media. Devices or systems commonly used for AR include: ■ Mobile devices with inbuilt cameras such as iPhone, DS Lite, PSP or Android ■ A head mounted display HMDs (eg: glasses or futuristic contact lenses) attached to a wearable networked computer ■ A PC or Mac with webcam ■ A games console with camera accessory ■ A large TV screen with advanced Set Top box and Web cam ■ Others in development © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  6. 6. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 Augmented Reality more than technology © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  7. 7. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 Key Types of Augmented Reality GARY’S FIVE TECHNICAL TYPES OF AUGMENTED REALITY 1.Surface or Haptic – The most understandable form of ‘reality that is augmented’ would be screens, floors, walls etc that respond to the touch of people in them providing them with virtual real time information or collaboration 2.Pattern, Image or Marker – The AR system performs simple pattern recognition on a shape, marker (usually on a framed card in the real world scene) or face and replaces it with a static or moving element e.g: a 3D model, info, audio, video stream or loop etc: You view the ‘items’ in the scene with you 3.Outline or Recognition – This is where your hand, eye or body outline is picked up and seamlessly ‘merged’ with the virtual elements. Simple example where you can pick up a 3D object that doesn’t exist because the system is tracking your hand outline. 4.Location, Wayfinding, Geo-Location – Based on detailed GPS or triangulation location & position/view of the camera/device the AR system can overlay information precisely over buildings or people as you move through real space. 5.Hologram – Using ‘smoke & spinning mirrors’ literally in some cases, virtual or real items are ‘projected’ into the physical space you are in and can be interactive with based on cameras tracking real world impulses e.g: hand gestures or audio signals © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  8. 8. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 When the data ‘cloud’ descends © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  9. 9. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 BEFORE BIZ IMPLICATIONS a look at the recent landscape ... but before that a little look at the very near future © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  10. 10. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 Info at http://www.personalizemedia.com/augmented-worlds-video-part-1-recognition/ http://www.youtube.com/watch?v=dkYC1kBPR6o © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  11. 11. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 GROWTH - LOCATION, WAYFINDER, ARGs, Layar Platform grows to 1.000 layers, covering every country in the world This week Layar reached three major milestones: 1.000 layers published, 3.000 layers in testing and 4.000 active developers. The platform growth has now accelerated to over 20% per month. These layers bring augmented content to every country in the world. Layar’s usage shows growth and maturity with 700K active users In the last 6 months 1.6 million people used Layar at least once. The active user base amounts to 716.000 people who used Layar in the past 30 days. The ALSO FOURSQUARE - Today we closed on a Layar Reality Browser is moving from a cool $20m Series B round with Union Square Ventures, application to show friends to an application that is a O’Reilly AlphaTech Ventures and our newest service of value in daily life. partner, Andreessen Horowitz. © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  12. 12. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 THE SOCIAL COMPONENT - will drive uptake © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  13. 13. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 THE GOOGLE INFLUENCE - patents for AR insertion? If the site allows it, will virtual AR advertising take off? © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  14. 14. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 THE GOOGLE INFLUENCE The Jan 2010 patent allows overlaying of new ads over old streetview ad sites. AR implications? "The link can be associated with a property owner, for example the property owner which owns the physical property portrayed. The link can alternatively be associated with an advertiser who placed the highest bid on the image recognized within the region of interest (e.g., poster, billboard, banner, etc.). Any portion of the geographic display image in which the region of interest is located can be selectable (e.g., hot- linked). For example, the image of the coffee shop can be hot-linked to an advertisement for the coffee shop." [0038]Alternatively, or additionally, explicit user feedback may be used as a factor to select one of the links included in a comment. When a comment is presented to a user in connection with presentation of a particular document, the user may be given the opportunity to provide explicit feedback on that comment. For example, the user may indicate whether the comment is meaningful (e.g., a positive vote) or not meaningful (e.g., a negative vote) to the user (with respect to the particular document) by selecting an appropriate voting button. This kind of feedback may be used to select one of the links of the comment. If users indicate, via appropriate voting, that a comment is meaningful (or not meaningful) with regard to a particular document with which the comment is presented, this may provide evidence that the comment contains content relevant (or not relevant) to the content of the particular document. By using explicit user feedback to select one of the links, server 220 may select the link leading to the document with content that best matches the content of the comment. http://appft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&u=/netahtml/PTO/search-adv.html&r=2&p=1&f=G&l=50&d=PG01&S1=google.AS.&OS=an/google&RS=AN/google © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  15. 15. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 DREADED MARKER AR - superficiality may lose users © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  16. 16. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 CLUNKY PRODUCTION - some companies helping Sydney based buildAR and Inscribe and MUVEDesign etc: making it easier for small business to enter the world of geo-location AR, classifieds as well as marker & outline based AR © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  17. 17. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 EMERGENT TECHNOLOGIES - coming of age? No faces, baby We don't do face recognition. Besides the technological challenges there are also serious privacy issues. Millions of things We currently have over 10 million items in our database for recognition. In comparison, the English version of Wikipedia has about 3 million articles in total. © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  18. 18. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 OTHER ISSUES - too many to discuss tonight Open Data vs Closed Data eg: data.gov, datastore, white pages or commercial aggregators Weak early UIs Poor interfaces may be counter productive at the moment Privacy regulation for facial or product recognition Proprietary Technology eg: facial recognition in iPhoto (others: Polar Rose, TaT The Astonishing Tribe). Face.com, Converse Kooaba recognition technology PTAM - analyses live video feeds - licensed by Qderopateo (engine for their phone) Everyscape (get video) like Google Earth mapping streets and businesses... Google offered a patent in Jan 10 to overlay ads over street view maps © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  19. 19. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 Augmented Reality Sixteen Business Models and example Applications © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  20. 20. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  21. 21. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 IN SITU: Aiding sale by seeing projects & products placed in the environment before completion. The benefit of a customer or client seeing a finished project, before it is complete. For example 1) real estate agents can scan and show an empty house full of stylish furniture or 2) an architect who can show the billion dollar client the skyscraper as a model perfectly aligned with the other buildings on the empty site and 3) Customers who want to see what the clothes look like on ‘them’ (as in the Zugara video above and Cisco below). The list of applications goes on. iLiving Metaio Experiential Design Lab © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  22. 22. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 COOPERATION : Service industry for augmented virtual meetings. We are all familiar with video conferencing, a few have dabbled in 3D virtual world get togethers but AR meetings are a game changer. The potential here using ‘discrete’ personal screens is to have the inevitable remote meeting with live feeds of your colleagues, blended into your room – pay-per-ARmeet © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  23. 23. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 UTILITY : Selling life enhancing AR applications perceived as useful. Development and commercial sale of applications such as underground train orientation, bus stops & times, traffic alerts, airport gates & plane arrivals etc: all overlaid in real space. Sometimes called AR browsers as they cross reference what or who you are looking at with anything or everything off the web or like this UPS example allows you to see if your ’stuff’ will fit the ‘virtual’ postal boxes. Layar & Junaio © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  24. 24. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 AUGMENTED EVENTS: Pay-per-use of enhanced sport or pop concerts. At live events spectators can pay and then scan their view of the ‘match’ for the latest information on sporting achievement or pop star gossip and of course tracking trails or watching replays in situ, merged over say a static real sporting scene. IBM Seer - Wimbledon 2010 Junaio World Cup 2010 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  25. 25. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 TRAINING : Hands-on with complex equipment and work scenarios. Using ‘outline’ recognition this allows us to be virtually ‘hands-on’ with complex equipment in difficult-to-practise work scenarios. Bomb disposal, surgery, flight simulation. . Indeed according to wikipedia the actual phrase Augmented Reality was coined by Tom Caudell in 1992 while at Boeing where workers trained to wire aircraft on AR systems. A massive industry for the developer community charging b2b rates. BMW training Toyota IQ © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  26. 26. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 3D VIRALS: Branded company or personal promotion & ads using ‘cool’ 3D toys. Pattern based 3D model that entertains and is spread virally. The YouTube moment as a million links to cool ‘3D stuff’ that takes place next to you. Already we see some AR apps that allow you to record scenes of you interacting with said ‘3D viral’ and pass those around too, titillation, quirky giveaways– JibJab-type, put ‘you’ in the cartoon but revered, they are with you in 3D space. Smart Grid Esquire Magazine © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  27. 27. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 SOCIAL GAMING: Both connotations of the word, pay-per-play mixed reality games in physical space. The potential to run pay per play (e.g: virtual paintball style) games in physical location and also live connected betting on sports or other competitive play – e.g: You point your iPhone at the horse and wirelessly place a bet – mid race! (odds adjusted of course) or using basic surface AR you play with others in a new kind of ‘games’ room! Sony Invisimals MS Kinect © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  28. 28. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 BLENDED BRANDING: The equivalent of hoardings, virtual poster ads. Once given a reason to be scanning outdoor areas with their AR devices the potential to deliver topical, timely and relevant ads or branding into the scene. Again care must be taken as AR spam (like social network spam) will quickly irritate, but like free to air TV, using various sponsored or freemium biz models will mean a certain amount of branding will be acceptable. Postbus Greater Street Safety Campaign © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  29. 29. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 LOCATION LAYERS: Blended guides to new places, tourism, enhanced travelling or themed space. For travellers just arrived at your city, theme park or other experience you can provide them with pay for tools that will help them take the most ‘mutually beneficial’ route after they arrive. Free data from wikipedia, local bloggers or more commercial entities add depth. Vadinia AR for the Blind Wikitude Kooaba External Recognition © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  30. 30. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 VIRTUAL DEMO: Display to promote sale, of product in pre-release or remotely via catalogue etc: To promote advance sales before the consumer gismo hits the stores, an AR display or the device/s so potential customers can manipulate it, see it from all sides, even customise the order. We may see future stores displaying the majority of items on the shop floor as AR while the item is shipped to your house before you get home! The reverse of this, an AR catalogue (as in the Ikea video below) that pops up models to help you build or see the product in 3D. Metaio Catalogue Lego ‘whats in the box’ terminals © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  31. 31. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 EXPERIENTIAL EDUCATION: Pay-per-visit educational services to museums, ancient sites etc: Pay- per-visit (ppv) to visit highly experiential museums, theme parks, zoos, ancient sites or exhibitions but with a higher purpose of providing deeper levels of information & visual sense than a simple plague or hard to follow guide book ever will. The sleepy animals in the zoo come to life, the ancient fossil is animated into an overlaid Google Earth, the Battle is enacted ‘on the original battlefield. Digital Binocular Station Handheld Augmented Reality Project (HARP) Metaio Louvre Museum App © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  32. 32. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 RECOGNITION & TARGETING: Pushing ‘relevance’ to outdoor consumers – facial recognition linked to online data. To be used with care! It will be interesting to see how privacy laws affect this but in a pushed model you could ‘scan’ visitors to your store, identify their faces, do background links to their ‘social networks’ followed by personal targeting while they are shopping. We all know this is going to happen! Recognizer TwittARound © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  33. 33. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 ENHANCED CLASSIFIEDS: An AR directory that promotes local 3rd parties product & services overlaid at the location. One of the obvious apps where someone in a city or town looking for a specific item could be ‘guided’ to it. A very affiliate model where the company that owns the Augmented Reality listing mechanism will take a slice of any fulfilled sales. A lot more to this of course. FutureShop Blo © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  34. 34. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 PERSONALIZED SHOPPING: Walking around stores made relevant, opt in personalization and targeting. The oft mentioned Minority Report example. But in the pulled model, here you can deliver information to potential customers scanning stores, streets or shelves for discounted or personally relevant products. Zugara Social Shopper Tissot AR ‘tryvertising’ © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  35. 35. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 INTERTAINMENT : New form experiential TV and films. Following on from my ‘AR story’ post, we know people will pay a premium for a new kind of ‘film’ experience where you ‘live the experience’. How about one that plays out at ‘your’ place. Semi customised marker or location AR apps will layer Brad or Angie into your lounge, onto the coffee table or your ‘composited’ in real time into the latest Mixed Reality TV show. Combined with 3D viewing technology will make Blu-Ray seem so 18th century. Eye of Judgement - PS2 Dance Book © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  36. 36. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 UNDERSTANDING SYSTEMS: Creating AR for internal or exploded views of complex objects. Primarily useful in training or helping sell something where physically taking it apart is not possible a view of a car or other complex object can be enhanced. Labels or even an exploded view in real time can help get the message across. © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  37. 37. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 Emotional AR with MS XBox Kinect The Dimitri Project was the codename for a video game by Lionhead Studios that for many years had an unknown status, before surfacing in 2009 as the technology demo "Milo" for Microsoft's Project Natal. [1] Work on The Dimitri Project started in 2001 after Lionhead had finished work on Black & White, and had been reported as being cancelled, however a 2006 interview with Peter Molyneux confirmed that that was not the case.[2] Development on Dimitri was again reported as stopped with reports that the game never got to a "full- team" stage. It was reported that Dimitri had been replaced by a second project, Project X, which may lean on aspects of Dimitri but is distinct. In an interview with Eurogamer at E3 in June 2009 Peter Molyneux confirmed that The Dimitri Project had become the "Milo" technical demo used to demonstrate Microsoft's Project Natal which was shown at that years E3. Milo is a living AI that reacts to body movements and facial expressions. Milo is a program that recognises people, introduces himself to new people, and allows people to have a conversation with him. Drawing pictures on paper and holding to "Natal" allows it to scan the image and create a representative onscreen that Milo can give his opinion on and interact with as a real drawing. that for many years had an unknown status, before surfacing in 2009 as the technology demo "Milo" for Microsoft's Project Natal. Work on The Dimitri Project started in 2001 after Lionhead had finished work on Black & White, and had been reported as being canceled, however a 2006 interview with Peter Molyneux confirmed that that was not the case. Development on Dimitri was again reported as stopped with reports that the game never got to a "full-team" stage. It was reported that Dimitri had been replaced by a second project, Project X, which may lean on aspects of Dimitri but is distinct. In an interview with Eurogamer at E3 in June 2009 Peter Molyneux confirmed that The Dimitri Project had become the "Milo" technical demo used to demonstrate Microsoft's Project Natal which was shown at that years E3.Milo is a living AI that reacts to body movements and facial expressions. Milo is a program that recognises people, introduces himself to new people, and allows people to have a conversation with him. Drawing pictures on paper and holding to "Natal" allows it to scan the image and create a representative onscreen that Milo can give his opinion on and interact with as a real drawing. Project Natal: (pronounced "nuh-tall" is the code name for a "controller-free gaming and entertainment experience" by Microsoft for the Xbox 360 video game platform. Based on an add-on peripheral for the Xbox 360 console, Project Natal enables users to control and interact with the Xbox 360 without the need to touch a controller, such as through body gestures or spoken commands. The project is aimed at broadening the Xbox 360's audience beyond its hardcore base of young males. Project Natal was first announced on June 1 at the 2009 Electronic Entertainment Expo. Release pricing and timing have not been announced, but the device is not expected to be available until at least 2010. An approximately nine-inch wide horizontal bar connected to a circular base with a ball joint pivot, the Project Natal sensor is designed to be positioned lengthwise above or below the video display. The sensor features a "RGB camera, depth sensor, multi-array microphone, and custom processor running proprietary software," which provide full-body 3D motion capture, facial recognition, and voice recognition capabilities. The "Project Natal" sensor's microphone array enables the Xbox 360 to conduct multi-directional voice location tracking and ambient noise suppression, allowing for things such as headset-free party chat over Xbox Live. The depth sensor consists of an infrared projector combined with a monochrome CMOS sensor, and allows the Project Natal sensor to see in 3D under any lighting conditions. © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  38. 38. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 Three recent Case Studies © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  39. 39. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 RECENT CASE STUDIES Some companies approaching real relevancy “In the case of Malaysia Airlines the app displays the cheapest deals on the airline from the user’s nearest airport to those further afield. What is interesting about the use of augmented reality by an airline is better understood by what Malaysia has in store further down the line. Officials say the first incarnation of the app (deals) will be developed over time so passengers can use features related to their booking. For example, a user will be able to switch on the AR function at an airport and find where the check-in desk is located or the direction of the departure gate, lounge, baggage claim and other services.” http://www.tnooz.com/2010/06/23/news/malaysia-airlines-dabbles-in-mobile-augmented-reality-with-deals-and-directions/ © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  40. 40. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 RECENT CASE STUDIES Early days tracking usage of ‘marker’ campaigns, but as before, need to be careful of superficiality “The top-line metrics of success that Best Buy cited were: • About 6,500 people tried out Best Buy’s augmented reality insert — more than double the company’s expectations (out of a total print circular distribution of around 43 million) • 78% of the people that actually went to the site wanting to see the experience had a webcam. • A high click-through — 12% — to other pages (from the core AR page): the Twelpforce page, the Next Class computing page or to the dot- com site for the Toshiba computer itself • Going to do more (next one in Sept is the rumor) so to continue to learn and refine program” http://www.shoplocalblog.com/2009/08/14/best-buy-sees-limited-first-time-success-with-augmented-reality-test/ © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  41. 41. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 RECENT CASE STUDIES The big location AR driver will be location based on the filtering of trusted recommendations “Urbanspoon (now part of Citysearch/IAC) just released an app update that includes AR for the iPhone 3GS. Called “Scope” it shows a tab at the bottom of the screen that launches the camera- based experience. Hold the phone up and through the camera you see the popularity of restaurants and distance, indicated by the size of the circle (image below). If you point the phone toward the ground, you’ll get a traditional map instead. You can also manually locate yourself for greater precision (so that you can see the restaurants immediately near you) if GPS isn’t working well.” http://searchengineland.com/battle-of-the-augmented-reality-apps- urbanspoon-layar-wikitude-wheremark-more-27806? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed %3A+searchengineland+%28Search+Engine+Land%29 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010
  42. 42. Augmented Reality (AR) SBTUG Sydney Recognising Business Opportunities 30 Jun 2010 Thanks Questions? These slides on slideshare http://www.slideshare.net/hayesg31 © Gary Hayes CCO MUVEDesign & Personalizemedia.com gary@personalizemedia.com - personalizemedia.com - muvedesign.com Thursday, 1 July 2010

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