Augmented Reality - Emerging Media for Culture and Commerce


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My talk on Augmented Reality and other emerging technologies at the Mobile Marketing Strategies Summit in San Francisco.

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  • researchers at the University of Tokyo tackled an issue that could be distracting and even dangerous: Clutter in the narrow portion of our visual field that is high resolution -- literally, the center of our attention. Their solution is as straightforward as it is ingenious: display objects that demand attention in the user's peripheral vision as simple icons that can be processed even by the limited visual acuity of our peripheral vision. If a user wants more information, for example to read an email represented in the peripheral vision by an icon, simply concentrating on the object brings up a higher-resolution instance of it with as much attached information as necessary.
  • Google goggles – idea of visual search being used for people + the GPS “voice”. You walk into a bar and say, “search for nearby blondes” then voice says, “you have reached your destination, but four people have complained about her on twitter and….”
  • (2:37)
  • We really fell in love with the LG smart fridge. You can input what types of items are inside your fridge (and where) by either dragging and dropping food or speaking to the fridge. The fridge then tells you how long you have until that food expires. Because the device is connected, you can check what is inside your refrigerator and how fresh (or un-fresh) your food might be from the grocery store. Show a slide with the tweeting fridge: idea is that it can scan what products you have so you don’t rebuy them. Plus you can tell your social graph what you’re eating. Plus it can tell you if it’s not good for your health, etc. “Don’t buy that.” Stacy: why go to the supermarket at all? “I like to touch the produce.” Talk about the EZPass idea at store. Not just self checkout, but just walk around to buy stuff using NFC and ecommerce.
  • Uses GPS to tell your location and locate others.
  • visual analysis technology linking facial recognition to social media. Viewdle sits between the camera and the user analysing faces in the camera stream, identifying them, then offering links to Facebook, YouTube, LinkedIn, and other social media platforms. A user can identify and tag people in pictures & videos then pass the information to their social networks. As they tag others the software learns to recognize them, and can even share these new visual profiles with other users. The live view also offers an augmented reality tagging overlay that reveals information about the people around you.
  • The aggregated credibility score is shown as a percentage and a total number of comments in the hovercard that appears when a user is moused over in the Social Commenting plugin. Through extensive testing, we’ve determined that the percentage is calculated using the formula  (total Likes – total instances marked as unhelpful or spam) / total Likes. For instance, a commenter who has had their comments Liked seven times and been marked as unhelpful once would have the equation (7 – 1) /7, which equates to 85%. Scores are rounded down and are higher than the equation specifies when there are less than five Likes. Users and admins will be able to look at this credibility score and deduce whether a certain comment is from a reputable source. Trolls and spammers will accrue a low score or have a low number of total comments, indicating their comments aren’t worth replying to, and their links shouldn’t be clicked. High quality users will build a high score and large number of comments over time.
  • PICTURE the scene: armed police officers are warned on their radios that a suspected male terrorist has been tracked to a crowded football stadium. Even with a full description, it's all but impossible to pick him out amid the match-day melee. Perhaps smartphones fed augmented reality (AR) data by the police control centre could help focus the search. After booting up an iPhone app, an officer would train the phone's camera on the crowd. The suspect's position, after he had been tracked by covert police, would be highlighted by an icon overlaid on the image. Similarly, other icons could pinpoint the positions and range of other officers (see picture), including those operating undercover. The system, called iAPLS, has been developed by engineers at Frequentis, a surveillance-systems company based in Vienna, Austria. It is a mobile extension of the firm's Automatic Personal Location System, which shows the location of officers on control-room screens using GPS signals sent by their radios. If a suspect has a cellphone that police have a fix on, or they are being closely followed by a covert officer, they too can be tracked. Officers can also use their phone to "tag" the location of a suspect package to make it visible to fellow law enforcers. What Frequentis engineer Reinard van Loo and his colleagues have done is package APLS data so that it can be sent via a regular 3G link to a standard iPhone, making location information available to all officers on duty, not just those in the control room. The extra data that this kind of AR app will provide could be a double-edged sword, warns David Sloggett, a security researcher at the University of Reading, UK. "Terrorists have been very good at turning our own technology against us. The Mumbai attacks [in India in 2008] were meticulously planned on Google Earth, for instance. If terrorists get hold of police location data on mobile phones it could be disastrous." Stopping criminals hijacking AR data will require strongly encrypted data links. While the Frequentis demonstration system used a regular 3G network, van Loo says that by the time it is commercialised it could be using an encrypted emergency-services-only 4G network - known as LTE for Public Safety. Pauline Neville-Jones , the UK's Home Office minister for security and counterterrorism, believes AR could be a game-changing technology for the police and the military and so has commissioned Logica, a Reading-based technology company, to carry out 12 months of tests against what she calls "realistic security threats" using a range of AR systems at the University of Nottingham. "We want to know how effective augmented reality can actually be in helping us fight threats," she says. The AR offerings include visors that overlay data on an officer's field of view. For instance, BAE Systems in Rochester, Kent, is re-engineering a visor it makes for helicopter gunships – in addition to projecting a green glow around human targets sensed via infrared camera, it will also display the kind of data Frequentis is generating. And Trivisio of Kaiserslautern, Germany, is using miniature accelerometers similar to those found in cellphones to make an ultra-lightweight visor that tracks head motion with high accuracy, says spokesman Gerrit Spaas. For police officers tracking targets via helicopter, Churchill Navigation of Boulder, Colorado, is augmenting live helicopter video with terrain-contoured street maps in real time. Without this, says founder Tom Churchill, it is hard for pilots looking at a maze of streets on screen to know which street a target is in. It works by tightly coupling the map database to the software that controls the camera's motion. Meanwhile, James Srinivasan and his colleagues at 2d3 in Oxford, UK, are working on a system that ensures search teams cover all the ground when searching for improvised explosive devices – whether that's in a shopping mall or on a dirt track in Afghanistan. Twin cameras trained on the search team allow the system to generate computer images of the paths they have trodden, which are then overlaid on the video feed, allowing an operator to spots areas they have missed.
  • That's exactly what Brazilian police are hoping to do with new eyeglasses equipped with stealthy crime-fighting properties. Dubbed "RoboCop" glasses after the 1987 action film, the glasses are fitted with a tiny camera that scans up to 400 faces per second. It cross-checks those images against a database of criminals and terrorists, and flashes a small red light inside the glasses if a match comes up. Then the officer knows whom to home in on and whom to leave alone. "It's something discreet because you do not question the person or ask for documents. The computer does it," Maj. Leandro Pavani Agostini, chief of military police in the Brazilian city of Sao Paolo, told reporters Monday. On its optimal settings, the camera can scan 400 faces a second at a distance of up to 50 yards away. But the settings can be changed to recognize faces at a slower pace, at up to 12 miles away. Agostini said the camera and database compare 46,000 biometric points on a person's face, so the chances of mistaken identity are slim. "To the naked eye, two people may appear identical, but with 46,000 points compared, the data will not be beaten," he said.
  • There is also a broad consensus that the future of search will blend next generation search technologies with geographical location. “ We have been convinced for a long time that the idea of typing keywords into a search box is a byproduct and not an end. If you’re truly going to interact between the physical world and the virtual world you’re not going to do that sitting in your bedroom at the keyboard.”
  • “ Computers can, when used ubiquitously and interactively and with cloud-like access to remote supercomputer powers can give us ‘senses’ we didn't know were possible. ‘Think of it as augmented humanity.’”
  • Augmented Reality - Emerging Media for Culture and Commerce

    1. 1. HOW EMERGING MOBILE TECHNOLOGIES WILL TRANSFORM CULTURE AND CRISIS John C. Havens – EVP, Social Media Porter Novelli @johnchavens
    2. 2. <ul><ul><li>Who I Am </li></ul></ul><ul><ul><li>EVP, Social Media for Porter Novelli </li></ul></ul><ul><ul><ul><li>Top Ten Global PR/Communications Firm </li></ul></ul></ul><ul><ul><li>Author , Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build </li></ul></ul><ul><ul><li>their Brand </li></ul></ul><ul><ul><li>Former VP, Business Development for BlogTalkRadio </li></ul></ul><ul><ul><li>First Guide to Podcasting </li></ul></ul><ul><ul><li>Professional Actor for 15 years in NYC </li></ul></ul>
    3. 5. AR is the GPS…
    4. 6. … for your life.
    5. 9.
    6. 11.
    7. 12.
    8. 13. Augmented - The Big Picture
    9. 15.
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    13. 19.
    14. 20. Checking In To Products – What’s Their Story?
    15. 21. Visual Search
    16. 24. Beyond these toys, we think Suwappu is a new kind of content platform , with various exciting social, creative and commercial possibilities. Our project name for this has been Haitsu. Haitsu is the art of hybrid communications…the belief that combining advertising, content, media and product is the future of communications .
    17. 25. Products Checking In To You- What’s Your Story?
    18. 26.
    19. 27. Kraft / Anonymous Video Analytics (AVA)
    20. 28. You Checking In To Others- “ Here’s My Story”
    21. 29.
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    25. 37. Virtual Advertising Rights
    26. 40. (Autonomy) is hoping it can create something similar to Google’s AdWords network in which it is possible for potential advertisers to buy particular objects and have an advertisement displayed whenever that object is recognized.
    27. 41. Eric Schmidt: Augmented Humanity
    28. 43. How will it drive you?
    29. 44. John C. Havens [email_address] @johnchavens