This is the presentation I gave on February 24 at the Tools of Change conference in New York. The audience for this talk was publishers and agents who are interested in repurposing their content in new and innovative ways in the future via the mobile device. Augmented Reality represents a new way for publishers to generate revenue from existing content assets.

1. Print & Publishing Industries Augmented Reality and Youcontinuing what the Internet started O’Reilly Tools of Change for Publishing conference Feb 24 2010 Christine Perey

3. PEREY Research & Consulting Activities PEREY Research & Consulting Activities Print and Web-based content

4. Publisher’s mindshare ?

5. AR Continues what the Internet Began 6 Augmented Reality The Physical World The Digital World

6. Agenda What is Augmented Reality? What needs does it meet? What problems does it solve? Where is it heading? Why should publishers care? What can publishers do?

7. Often confused with Visual Search Google Goggles Nokia Point & Find kooaba Interactive Print Ricoh iCandy (iPhone)

8. What is AR?

9. AR is not one technology The “cyber-colonization” of the real world A highly compelling, virtually endless SET of technology-assisted experiences It is part of the Real Time Web

10. Mont Blanc Geneva Thonon-les-Bains Lake Geneva Arriving in Montreux in 15 min Mobile device with sensors Overlay (Text, images, graphics, 3D objects) on the real world camera, GPS, compass, accelerometer, microphone

11. Physical world “triggers” Explicit (printed markers) Implicit real world triggers Text (posters, signs, page of print) Photo/drawing Faces Fixed position in space (GPS + compass) Sounds (music, voices)

12. The “associated” digital data A circle which has POI information associated with it (e.g., Layar) A text box (e.g., AcrossAir, Wikitude) A 3D object in fixed position (e.g. junaio) A “free standing” animated 3D object An “object” which can be manipulated/with which user can interact (e.g., games) Overlay (on the real world)

14. Mobile AR Users Today 1+ Million Technology elite Mostly male Flat rate data plans Smartphones 90+% of activity on Android and iPhone Tolerant of rough edges Avid users of social networking Japan, Western Europe and US

15. Value proposition? It depends Novelty “just to see differently” Information (in real time or not) in context Service or friend discovery Experiences

16. Why AR now? Personal navigation Social media Real-time Web Local search 3D in home Wearable computing 3D cinema

17. The evolution of AR Today Mobile relies largely on location-based triggers and cloud-based data PC-based experiences rely largely on markers and locally-stored data bases Beyond 2010 Markers disappear Recognition of every day objects and people User experience improves Active Matrix Organic LED Pico Projectors Overlay with lights and camera (mobile phone)

18. Eyewear

19. The AR Ecosystem

20. AR Ecosystem ????? The Physical World The Digital World Sensors on Mobile devices

21. AR Ecosystem Social Media CONTENTProviders/Publishers Merchants, Brands Packaging, Discovery&Delivery The Physical World The Digital World Sensors on Mobile devices EnablersProviders of enabling technology wallet Money and Statistics

22. AR Applications 23

23. http://www.youtube.com/acrossair

24. 25

25. Breathing new life “Magic books” using AR with a webcam or camera phone and printed paper Templar Dragonology Interactive magazines Popular Science Esquire magazine InStyle Others

26. http://www.ologyworld.com/Default.aspx?referrer=3Ddragon

27. Marketing for publishers and brands Help customers and prospects find and purchase CDs, Books and DVDs using natural feature recognition (visual search)

28. AR Games Shoot’em up Digital signage (Fancouver, Yahoo!) Learning games

29. Business Models for AR 30

30. Business models User pays One time to see/use Recurring user subscriptions AR content stores Corporate pays Utility to loyal customers Advertising using AR as a way of subsidizing free content to users

31. Business models (2) Local and hyper-local Retailer pays for walk-in Education, sports, cultural venues Sponsor or resell content

32. What’s missing? 33

33. What’s missing? Computational power at low power consumption Algorithms understand moving shapes Good (excellent) user experiences

34. http://www.ologyworld.com/Default.aspx?referrer=3Ddragon

35. The biggest risk to the expansion of augmented reality when users tire of the existing libraries and sponsored content is the lack of good (high) quality content for AR-assisted experiences

36. What does this mean for publishers?

38. Physical “anchor” recognition

39. Low ability to represent and manipulate objects (unless using game engines) or introduce interactivityWeb Server Cloud Content

40. Crossing the River Builders of AR experiences Providers of visual and editorial content “objects”

41. Partnerships, not silos Contextually sensitive content Learning situations Geo-location tagged content Digital content combined with Signage Physical pages in books or other printed media Content accessible with heads up displays

42. Augmented Reality continues what the Internet started Augmented Reality is about providing experiences Augmented Reality is a new source of revenue for publishers

43. AR Continues what the Internet Began 42 Augmented Reality The Physical World The Digital World

44. Publisher’s mindshare

45. Mobile Augmented Reality Christine Perey cperey@perey.com+41 79 436 68 69 +1 (617) 848-8159 RealityImproved

46. Companies and projects mentioned http://www.google.com http://www.kooaba.com http://www.mobilizy.com http://www.acrossair.com http://www.ologyworld.com/Default.aspx?referrer=3Ddragon http://www.layar.com http://www.int13.com http://www.augmentedenvironments.org/lab/research/handheld-ar/arhrrrr/ http://www.putaspell.com Applications shown at the Mobile AR Showcase Feb 17 2010 (Barcelona) http://mwc2010.mobi/ar_showcase/2010/02/01/showcase-directory/