A talk Robert Rice and Ori Inbar gave at ISMAR 2009. It proposes a simple model to describe and evaluate the augmented reality industry - like you'd explain it to a 5 year old.

1. Augmented Reality
Roadmap
The 6 Elements of the AR Universe
ISMAR 2009
Robert Rice - Neogence Enterprises
Ori Inbar - Ogmento
Everyone here would agree that AR is a jaw dropping technology
It's so jaw dropping that most business people have no clue how to digest it
Robert and I have spent most of this year educating folks in the business community about what the AR industry could become.
The AR universe is very complex to explain. When you look at scientific papers - it has more like 6000 elements. So we realized that we have to dumb it down, the way you'd explain it to a 5
year old, which is always the hardest. So today we are proposing a simplified view that from our experience works pretty well.
It is also a great way to categorize the pioneers and future players and to spur collaboration among the industry players.
Here it is: the 6 elements of the AR universe.

2. world
user
sense &
interact
In the beginning...
In the beginning there was the world and the user.
The user would use her very naive 5 senses to sense what's going on in the world and interact, with hands, feet, voice, etc...
Very simple, very limiting, very...human.

3. lens
world
user
Than came God AKA Ivan Sutherland and said: "let there be a lens"
Lenses could be mobile devices, goggles, projectors, or even PC.
Since the lens is a "see-thru lens" the user can still interact with the world using her senses, but in addition -

4. lens
world
user sense &
track
watch &
interact
The lens has a whole slew of new ways to sense the world, it knows where the real life objects are and therefore can track it and interact with it.
And this lens allows the user to take advantage of these new senses - watch and interact with the world - using these senses - in a whole new way.

5. lens
world
user sense & people
track
watch & places
interact
things
What are these "real life objects" that can be sensed in the world?
You can simply categorize it into 3 groups: people, places, things.
In the last few years lots of data have been captured about these objects have: from location, descriptions, images, etc - and it's all being published into...the cloud.

6. lens
world
user sense & people
track
watch & places
interact
things
publish
content
cloud
...the cloud.
Examples : wikipedia, google earth, facebook, twitter, trip advisor, flickr...
The cloud is a subtle hint to... cloud computing.
The AR cloud stores the data, provides the back end services, similar to virtual worlds, connectivity, multiuser support, dynamic worlds, security, etc.

7. lens
world
user sense & people
track
watch & places
interact
things
deliver publish
content content
cloud
So, now you want to deliver this content into your lens, But this information is not necessarily stored in a ready to use form, and since you don't want to clutter your lens...

8. lens
filters
world
user sense & people
track
watch & places
interact
things
deliver publish
content content
cloud
- various filters are created.
different technologies or apps that allow you to see the world in different colors, different lights - depending on your need.

9. lens
filters
world
user sense & people
track
watch & places
interact
things
deliver publish
content content
cloud
This is of course not just a one way street. Users want to be able to deliver content back to the cloud: user generated content, or personalized content.
That completes the cycle. But what are we missing?
Raw content is hard to digest. We know that people do not consume technology, but content, or experiences.
We need editors, story tellers, interaction designers...we call this element...the content providers.

10. lens
filters
world
user sense & people
track
watch & places
interact
things
deliver publish
content content
cloud content
providers
...the content providers.
The “game designers” of the AR universe.
Who can it be?
Who can it be?
Whoever creates the stuff. In the game industry these are Game studios, in others itʼs entertainment companies, artists, or any company or individual that wants to give a special experience
to its audience.

11. lens
filters
world
user sense & people
track
watch & places
interact
things
deliver publish
content content
cloud content
providers
Now that we have the full cycle is built out, the most efficient way for content providers to plug into it - is by publishing into the cloud.
And these are the 6 elements of the AR universe as explained to a 5 year old (or your grandma.)
Now Robert will deep dive into each element to give us a sense of whatʼs in it.
[hand over]

12. personalize
• my profile
user • my location
• my field of view
• my friends
• my network
• my preferences
• my apps
• my games
• ...

13. watch & interact lens sense & track
• graphics rendering •geo location
• sound •compass
• graphic user interface •acceleration
• input •6 dof pose
(touch, gesture, gaze) •computer vision
• haptics •radio signals
• tagging/graffiti (ugc) •scene graph
• communications •tracking
• pulling data from cloud
• os abstraction
• hardware abstraction
• networking
• hardware (mobile, goggles, projection)

14. world
• people
sense &
track
• places
• things
publish
status

15. • community
• massive multi user services
• recommendation engines
• content distribution
• e-commerce
store & deliver content • authoring tools
• sdk
• world database
• dynamic mirror worlds
• standards
• network platform
• open architecture
• ...
cloud

16. content types categories
• media
• entertainment • real and digital goods
• games, toys • premium
• private
• design, architecture • residential
• art • commercial
• education • public access
• tour guides • government
• ...
• personal, social
• retail
• training
• maintenance
• manufacturing
• healthcare content
providers
• military
• advertising
• ...

17. filters (apps)
personalize 4 filter
5
for the user the world
3 run on
the lens
2 stored in created by content
1
the cloud providers

18. 1 platform
lens
world
filters places
people
things
user 6 software
7
6 3
5 hardware
1
cloud content
providers
7
low 1 maturity level 9 high

19. lens world
Market
people
filters
software
games
things
places
apps
ads
hardware content
providers theme parks
learning entertainment
cloud AR shops
Ogmento artists
authoring tourism
tools advertisers
data pools
video
virtual worlds
3D Warehouse
games
web 2.0 services
infrastructure recommendation
distribution
engines standards

20. Thank You
Ori Inbar
Ogmento
ori@ogmento.com
Skype: comogard
Twitter: comogard
Robert Rice
Neogence Enterprises
robert@neogence.com
Skype: rrice919
Twitter: robertrice