Augmented reality has the potential to significantly impact many industries and aspects of everyday life. The technology enables virtual objects and information to be overlaid on the real world. Current applications include using AR for entertainment, marketing, education, and navigation. For AR to be widely adopted, improvements are needed in areas such as display technologies, user interfaces, internet connectivity, geolocation data, and energy storage. With continued advances, AR could transform how people interact with digital information while engaging with the physical world.

1. A Quick Guide on Augmented Reality
Munich, 21.05.2012
Dr. Michael Bartl
Torsten Erbel
© 2012 HYVE AG

2. Agenda
1 What is Augmented Reality (AR)?
2 How is AR put in use?
3 What technologies enable AR?
4 What are the market prospects of AR?
5 Outlook and Augmented Research
© 2012 HYVE AG

3. 1. What is Augmented Reality?
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4. What is Augmented Reality (AR)?
Augmented Reality Augmented Virtuality
Photography / video enriched with Close to reality computer simulations and
additional information animations with additional information
(text, pictures, videos, 3D)
Mixed Reality Virtual Reality
Combined virtual and real environments with Completely artificial and computer generated
additional informations environmentswith only slight resemblance to
reality
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5. What is Augmented Reality (AR)?
3D reference from reality Augmentation in realtime Interactivity
to virtuality
Placing and moving of 3D Insertion of additional The user can inteact on
objects in realtime pictures or information in realtime situation-dependant infomation
videos recordings
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6. 2. How is Augmented Reality put in use?
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7. How is Augmented Reality put in use?
Entertainment, when AR was new (about 1 Year ago…)
AR Tattoo AR Baseball Cards AR Crazy Face
by K.A.R.L. by NBA Sports Mag by ezone.com
A real Tattoo made by a tattoo shop A QR-Code on the baseball card Shows several „Funny Faces“ on the
including a QR-Code that shows an shows a virtual baseball player, that iPad, that moves the mouth while
animation of the tattoo image can be moved via keyboard you speak
AR Smart Grid AR Magazine Cover Stern Tourist Attraction
by General Electric by Gruner+Jahr / Bertelsmann by LovePlus+
AR animated energy landscape as The german weekly news magazine The japanese city Atami provides
part of the multimedia presentation of „Stern“ produced several AR- public AR-spots where pictures can
the GE Smart Grid project enhanced cover designs be taken with game characters
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8. How is Augmented Reality put in use?
Marketing & Sales
Tissot Watch Simulator LEGO Box Simulation AR Jewellery Shopping
by Holition by metaio by Boutique Accessoires
This App let‘s you try on Tissot Shop display that shows the Online shop that let‘s you try on
wristwatches with a QR-code assembled content of a LEGO-Box jewellery without having to wear a
bracelet on top of it QR-code
MINI CabrioSimulator Digital Cosmetic Mirror Virtual Dressing Room
by BMW by CScoutjapan.com by Fitnect
A very detailed 3D model of the MINI AR shop display whwere yo can try Web shop, that measures your body
cabrio is displayed on an magazine‘s out different face cosmetic product and let‘s you try on clothes virtually
add page virtually
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9. How is Augmented Reality put in use?
Entertainment & Games
Galileo AR Quiz AR Invaders AR Cereal Box Game
by Sat 1 / metaio by Soulbit7 by Nestle
AR-app to interact in realtime with Ego-shooter game placed in your A game for breakfast? Just turn your
the german TV-show GALILEO on realtime environment – shoot, cereal box around and hold it against
Pro7 destroy and look silly in public your webcam
AR Golfscape AR Games for 3DS Stone Paper Scissors
by Shotzoom by Nintendo by tpostmag
Enhance your handycap with the AR Play Arcade-like AR-games with the Play Stone Paper Scissors against
rangefinder two display-controller Nintendo 3DS your own t-shirt
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10. How is Augmented Reality put in use?
Navigation & Information
Wikitude LAYAR Vision Spyglass AR Kompass
by Wikitude GmbH by Layar by Happy Magenta
AR world browser connects the real Recognizes real world objects and AR navigation and toolkit for the
environment with wikipedia displays experiences on it outdoors incl. compass et al
Wikitude Drive AR Navi Word Lens Cycling the Alps
by Wikitude GmbH by Quest Visual by Dennis Wegewijs
A real augmented reality navigation Translates the text of any sign on the AR and Google Earth melted
app that places route information go and visualizes it on the original together to simulate an experience
over realtime video sign with the original font challanging cycle tours in the alps
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11. How is Augmented Reality put in use?
Automotive, Medical & Military
Virtual Mechanic AR in car assembly Military
by BMW by Korea University by Chris Cameron
Visionary yet realistic concept of AR University research study of AR Some concepts of AR technologies,
supporting a car mechanic via data systems for automotive engineering that may redefine modern warfare
glasses education in assembly/disassembly
Medical AR Training AR in surgery AR architecture
by AR dispatch by TU Munich by Armes
Example of AR models in science Realistic and partly realized methods AR-models in architecture
books to enhance medical education of supporting surgeries and medical presentation and books
treatments by AR
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12. How is Augmented Reality put in use?
Technology & Science (Fiction)
Future of Screen AR into images Future of Shopping
by TAT by Kevin Karsch by IBM
Some interessting concepts for future Spectacular approach to insert An outlook on the upcoming changes
screen technologies synthetic objects perfectly into in shopping habits powered by AR
images with realistic light/shadow development
Augmented Stark Glasses Holographic laser watch Future depatment store
by Stark Fujikawa by adriantoma design.de by Cisco
Visionary concept of interactive Interesting but vague idea of a very How a future virtual clothes shopping
eyeshades with interactive gesture portable visualization device with experience should be, to provide a
control beamer, touchscreen, holographic realistic and satisfying experience
© 2012 HYVE AG 12

13. How is Augmented Reality put in use?
Socializing & Networking
Augmented ID
by TAT
With this app you can scan a
person’s face and gain personal
information
Of course lot of other AR apps have
included socializing and networking
features:
Wikitude
Layar
Cycling the alps
Daqui
and many more
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14. 3. What technologies enable Augmented Reality?
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15. What technologies enable Augmented Reality?
Technology behind AR
Device
Monitor & Camera Internet Access GPS-Module
Data
3D-Object-Data AR-Software Device Position
Augmented Reality
Environment
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16. 4. What are the market prospects of AR?
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17. What are the market prospects of AR?
Why AR will become more important
1. Smartphones and tablets are selling stronger than classic PCs and notebooks.
Most of them are already combined with a flatrate internet access. Hence, the
portability of locally relevant information will become much more important.
2. Enriched Marketing – With AR the virtual experience can be enriched by
advertising, that is personalized and related to the realtime environment.
Virtual Air Rights
§
3. Ubiquitous Computing – Realtime enviroment equipped with relevant
„Who Owns the Advertising Space in
information and the opportunity to interact immediately. Today bumpy and
an Augmented Reality World?”
geeky due to technical obstacles, but tommorrow in common use by everybody,
by John Havens
because it will be simple and practical.
“Augmented reality (AR) has made it
possible for this same paradigm of
4. Homo Ludens – People like to play. Today the average game has played about advertising to exist via your smartphone.
10.000 hours till he reaches his or her 21st birthday. If technology catches up, Multiple apps feature the ability for ads to
appear on your mobile screen as
there‘s a huge potential in AR for the game developing industry.
miniature virtual billboards assigned to
GPS coordinates. Brands can tag the real
5. Enriched Reality is a human condition. We always try to enrich our environment world via this “Outernet,” and if they
sponsor the AR browser you’re using, in
information, values and aesthetics. If technology will be effortless to handle, we essence they own the virtual air rights
will use them to merge our real environment with the digital one. (VARs) for everything you see.
So what’s to keep multiple brands from
owning the same virtual space? Currently,
nothing.” Read on
Source: Sasha Storz, t3n
© 2012 HYVE AG 17

18. What are the market prospects of AR?
Business volume potential of AR
2010 2015 2016
21 Mio.
1,5 Mrd.
„To imagine the use of
3 Mrd.
Augmented Reality in the future,
is like forecasting the the future
of the internet in 1984.“
The Economist, 2009
In 2010 the AR-business generated 21 million $. In 2015 it will be 1,5 billion
$, in 2016 even 3 billion $. The prospects may vary from source to source, but
the overall expectation is tending to billions rather than millions. The figures
derive from reputable analysts like ABI, Juniper or Gartner, not out of the AR-
business itself. So they can be counted as realistic.
Source: abiresearch.com, intomobile.com
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19. What are the market prospects of AR?
How consumers already combine online and offline
69% 34% 9% 37%
research products have looked at a online use a cell phone to text access and edit their
online before going to review at least once message a friend about social network via their
the store to make a before making a a product while mobile phone
purchase purchase shopping
61% 39% 68% 53%
want to be able toscan compare a product‘s read consumer of active adult social
barcodes and access feature and price feedback on shop sites networkers follow a
information on other across online retail like amazon.com before brand
stores‘ prices outlets before buying purchase
Sources: The Economist, Nielsen Social Report
© 2012 HYVE AG 19

20. What are the market prospects of AR?
Imaginable implementation of AR
 Extention of computer operating system interfaces to the real environment.
Application windows and buttons will be displayed in the factual space as
virtual devices and will be controled by gestures, glances or thoughts.
 Virtualisation of various devices – displays, input devices, controls or even
completely new devices
 Media applications, like pseudo-holographic displays or virtual „holodecks“,
virtual surround cinemas
Movie: „Minority Report“
 Substitution of smartphone or navigation displays, direct overlay of Twentieth Century Fox
information in the environment, e. g. guidelines on the street surface, x-ray
view to hidden/blocked objects „Transparent humans
 Room beautification by displaying virtual plants, tapestry, window views, art, for everybody“
Interview with „futrist“ and
decoration, illumination scientist Max Celko on the
merging of online and offline
 Advertising via virtual shop windows, virtual traffic signs, billboards et. al. world in augmented reality and
how this will affect our
communication.
In german language.
http://www.taz.de/!51748/
Source: Josh Shabtai, CEO Vertigore Games
© 2012 HYVE AG 20

21. What are the market prospects of AR?
Why AR today does not hit the ground running
Augmented Realty goes „bang!“ Augmented Reality can be sneaky
Today, most AR devices are relatively delicate, smartphones Ok, this is not AR‘s fault but mostly caused by some serious
or tablets are still expensive and especially the glass displays security issues refering to your phone or tablet with internet
break easily. So, if you drop it, your left alone with simple connection and GPS running. Apples iOS, Windows Mobile
reality (and an expensive repair bill). or Android haven‘t the same savety standards as a normal
desktop with OS X, Windows 7 or Linux and a proper virus
Augmented Reality is a short track runner
scanner plus firewall. Hence, your phone data, your current
The access to AR information is mostly bound to battery.
location and your movements are an open book to anyone,
Smartphones and tablets consume a lot of power. If GPS,
who knows, how to hack into your device. And any not-so-
internet, bluetooth and 3G is turned on and the display is at
democratic government can easily spy out their inhabitants
full brightness, the battery‘s life may be a matter of very few
and guests.
hours.
Augmented Reality abroad is a costly pleasure
Augmented Reality is not Augmented Reliability
This may be your least problem – if you‘re George Soros.
If you‘re in a foreign city and only your smartphone knows the
But if you‘re on a tighter budget, the use of AR on vacation or
way back to the place where you parked your car, running out
business trip outside your flat rate covered country can be
of battery can be fatal. The more so, if your dog‘s waiting on
very expensive. The roaming rates for your mobile internet
the back seat.
can cost you a fortune, even before you can figure out, when
Augmented Reality is an outsider that darn cathedral right in front of you will open.
AR is fine in a big city on the streets with internet and GPS.
Augmented Reality does not look smart
That‘s the place, where you can get a lot of information. But
Walking around on the street not paying any attention to
imagine, your blind date‘s waiting somewhere indoors of a
what's around you, because you’re fixed on the little phone
huge building. Then your good old analog senses may help
screen four inches before you, makes you look like a jerk.
you. Even the best GPS-driven AR will not.
© 2012 HYVE AG 21

22. What perspectives has Augmented Reality?
Neccessary technical developements for successful AR
Monitors / Visualization Devices User Interfaces / Usability
• ant-glare, usable in bright daylight • accessible barrierfree information
• foldable, scaleable • input and control via voice, gesture,
thoughts
Glasses / Lenses • simple, intuitive, precise
• easy to carry, ergonomic • globally understandable and
• high resolution inserts in any light
situation Internet Connections
• inserts are not distraction or annoying • reliable high-band connection
• easy input, control (voice, gesture, everywhere anytime
thoughts) • affordable abroad
Smart Clothing Energy Storage
• easy to use as input- and display-device • longer runtimes
• tough, washable • quicker recharge
• smaller, lighter, more reliable
Geodata
• more exact, more up-to-date information
• more precise real-world simulation or
emulation
(e. g. in Google Earth, LiveEarth)
• information about the interior of buildings
© 2012 HYVE AG 22

23. Outlook
Given the realization of the expected Augmented Reality is already in the AR is not a sharpe edged technology,
technological progress, Augmented process of changing the ways we as it merges and blends with other
Reality (AR) will very certainly become shop and sell, explore and travel or technologies like virtual reality, 3D-
one of the mayor issues of the current play and spend our leisure time. simulations, rich internet apps, social
decade. networking and many others. But AR
will play a vital role in our eveyday use
Especially in the fields of marketing,
of modern communication technologies.
market research, product develope-
ment and sales it will have a huge Therefore, what definitely will disappear
impact. In some aspects, it will probably is the phrase „Augmented Reality“ itself,
become a game changer. as it will become as natural a part of our
The accessibility of local and
reality and will very soon be seen as
Very important, yet not so obvious personalized information will become
nothing „augmented“ anymore.
aspects of Augmented Reality will be in completely customary, once the
the fields of manufacturing, product technology to receive them will become
simulation and testing, medical and pre- hasslefree and ergonomic.
operative support and, last but not least,
The demand for AR can be considered
the use in military action.
as gigantic. Almost anybody can be
counted among the target group. No
wonder, the market prospects for
Augmented Reality are very bright and
give reason to expect a huge rise of
business volume for the AR market in
the upcoming 5 to 10 years.
© 2012 HYVE AG 23

24. Augmented Reality in Market Research  Augmented Research
Visit „The Making-of Innovation“
for more thoughts on how to use
Augmented Reality for Market
Research.
www.michaelbartl.com
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25. Thank you
Your personal contact at HYVE:
Dr. Michael Bartl
michael.bartl@hyve.de
fon +49.89.189 081-500
fax +49.89.189 081-400
HYVE AG
Schellingstraße 45
80799 München
www.hyve.de
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