This document discusses augmented reality (AR), defining it as a type of virtual reality that combines real and computer-generated scenes. It distinguishes AR from virtual reality by noting AR enhances real environments while VR replaces reality. Examples of AR applications like Wikitude, Layar and Google Glass are provided. The document also outlines several industries where AR is used and discusses advantages like uniqueness, personalization and virality, as well as disadvantages like privacy concerns, advertising issues, and physical dangers.

2. WE ARE TALKING
ABOUT
 DEFINITION
 DIFFRENCE BETWEENVIRTUAL AND AUGMENTED
REALITY
 USE OF AUGMENTED REALITY
 WIKITUDE
 LAYAR
 GOOGLE GLASS
 ADVANTAGES AND DISADVANTAGES OF
AUGMENTED REALITY.

3. DEFINITON OF AUGMENTED
REALITY.
 Abbreviated as AR, Augmented Reality is a type of virtual
reality that aims to duplicate the world’s environment in
a computer. An augmented reality system generates a
composite view for the user that is the combination of
real scene generated by the computer that augments the
scene additional information.

4. A BETTER UNDERSTANDING.
GOAL: To add information and meaning to a real object
or place. Unlike virtual reality, augmented reality does
not create a simulation of reality.
Instead, it takes a real object or space as the foundation and
incorporates technologies that add contextual data to
deepen a person’s understanding of the subject.

5. DIFFERENCE BETWEEN VIRTUAL
AND AUGMENTED
 VIRTUAL REALITY: It is based upon a complete
simulation of a real world environment which the user
can explore and interact with by means of a head
mounted display (HMD) and input device.
 AUGMENTED REALITY:The user sees the real world but
with the addition of computer generated images which
are overlaid on various objects within the real world.
 Virtual reality replaces the real with
the artificial whereas augmented reality
enhances real life with artificial images.

6.  Augmented reality is available via mobile phones in
particular smart phones such as the iPhone.These
phones have GPRS .
 Handheld devices such as smart phones and the iPad are
other ways to use augmented reality.They contain
software, sensors, a compass and small digital projectors
which display images onto real world objects.

7. WHERE DO WE USE
AUGMENTED REALITY?
In today’s world wherever we go , Augmented
Reality follows.

8.  ARCHEOLOGY:
 ARCHITECTURE.
 ART:
 COMMERCE:

9.  CONTRUCTION:
 EDUCATION:
 GAMING:
 MEDICAL:

10.  Other than these, Augmented Reality is used
in military, navigation, office workplace,
sports and entertainment, television and
tourism.

11. WIKITUDE
 Wikitude is a mobile augmented reality software which
is developed by the Austrian company.It was first
published in October 2008 as freeware.
 It displays information about the users' surroundings in a
mobile camera view, including Image Recognition and 3D
Modeling.
 Wikitude was the first publicly available application that
used a location-based approach to Augmented Reality.

12. LAYAR.
 Layar is a Dutch company based in Amsterdam, founded
in 2009 by Raimo van der Klein, Claire Boonstra and
Maarten Lens-FitzGerald.They have created a mobile
browser called Layar.The browser allows users to find
various items based upon augmented reality technology.

13. GOOGLE GLASS.
 Google Glass (styled "GLΛSS") is a wearable
computer with an optical head-mounted display (OHMD)
that is being developed by Google inThe Project
Glass research and development project , with the
mission of producing a mass-market ubiquitous
computer.Google Glass displays information in a smart
phone-like hands-free format, that can interact with the
Internet via natural language voice commands.

14. ADVANTAGES OF AUGMENTED
REALITY
 Although augmented reality ideas may be residing in the
back of the minds of many marketing heads and social
media agency directors, the possibilities of the new
technology can bring numerous benefits.The concept of
augmented reality is one that is lost on many people, but
its appeal is nonetheless there for all to see.
 Perhaps the first successful example of such marketing
techniques can be seen in the “Hero” movie from
Sweden, which takes an image of the user and uses it to
portray them as a public hero within a video.

15.  IT IS UNIQUE:The novelty factor of such application will
obviously wear off as more and more are created and used,
but for the meantime the onus is on brand to make most of
this existing technology and extend it from infancy.
 PERSONALISATION:The concept of uploading your own
media, such as image helps to create a highly personalized
piece of media for the user. It relates to them which is far
more engaging than a standard video game.

16. VIRALTIY:The novelty factor mentioned before will surely
enhance the user’s desire to share their creation with their
extended networks and the fact that the content is
personalized will only add to it.
CONTENT: It is likely that the vast majority of users wouldn’t
possess the ability or expertise to create the complex video
like the ones indicated in the examples. AR apps allows the
users to create a quality piece of content that they wouldn’t
otherwise be able to create themselves.

17. DISADVANTAGES OF AUGMENTED
REALTIY
 PROFILING: The use of facial recognition technology,
combined with geo-location and augmented data will lead to a
seamless integration of our online and offline lives
 UNAUTHORISED AUGMENTED
ADVERTISING:Advertisers and tech companies are drooling
over the possibilities of monetizing objects & spaces in the
physical world by augmenting digital ads onto them in real-
time.
 AUGMENTED BEHAVIORAL
TARGETTING:
Ad targeting based on real world behavior using a combination of
geo-location data & publicly self-disclosed information via
social media services is just around the corner

18.  PHYSICAL DANGER:Augmented Reality, like any
mobile media technology presents some real physical
safety issues.
 SPAMS:Yes — where there is a marketing opportunity,
there will be spam, deceptive advertising techniques and
social engineering tricks to dupe gullible consumers into
paying for things they don’t really need.

19. WE CONCLUDE.
Augmented Reality is still very
much in the experimental bucket for most brands
and most of the implementation so far are still
gimmicky.

21. PROJECT BY
 VANDIT SHAH- 1212038
 CHIREN MEHTA- 1212039