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Source: By Laitr Keiows [CC-BY-SA-3.0] commons.wikimedia.org/wiki/File:Iris_-_left_eye_of_a_girl.jpg 
From Augmented Reality apps to
      Augmented Worlds pa:vd
          Willi Schroll, strategiclabs
            M-Days, Frankfurt/M          presentation available: viewing+download
                                                             strategiclabs 2011
                  2011-01-28                                     slideshare.net/willi
Futurists are analyzing
   all the signals to
  get the big picture



                          strategiclabs 2011
Source: de.wikipedia.org/wiki/Radar   strategiclabs 2011
Augmented Reality
     today




                    strategiclabs 2011
Augmented Reality in Gartner Hypecycle




Source: gartner.com 2009           strategiclabs 2011
What is
Augmented Reality?




                     strategiclabs 2011
Augmented Reality is more than
                 Augmented Perception




Source: Nokia, hardworkingbee.com          strategiclabs 2011
The special thing of Augmented Reality is
  that it involves the senso-motoric loops




Sources: AR browser: Wikitude; AR drone: parrot.com   strategiclabs 2011
Direct manipulation is the most intuitive way
to interact with the data in the environment




 Source: AR Social Shopper and AR conferencing: zugara.com   strategiclabs 2011
Genuine Augmented Reality is involving our
          reality construction

                                              Reality
                                            Construction




Source: X-ray: cs4fn.org; AR conferencing: zugara.com      strategiclabs 2011
AR effect for user experience




          The space of interaction is exploding:
          From the display to the physical world


Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap – ISMAR 2009: slideshare.com   strategiclabs 2011
Add sensors, web of things, gestural UI!




                    AR is a kind of „transmedia“,
                  a frameless, limitless „outernet“


Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap – ISMAR 2009: slideshare.com   strategiclabs 2011
The impact of
Augmented Reality




                    strategiclabs 2011
AR is starting a new mode of interaction with
 the environment. Impacting life and work!




Source: scienceblogs.com             strategiclabs 2011
In 2020 we will see all kind of layers like we
have an ecosystem of twitter streams today

 Corporate layers, event layers, personal layers, group layers –
                           examples:


 Today: Activity streams Tomorrow: AR layers

 @mdays &mdays
@wschroll &wschroll
 @google &google
                                                        strategiclabs 2011
Bruce Sterling, scifi author + visionary thinker




                         „We can put any reality we
                       want into your brain, now the
                        issue is what reality should
                               we put there.“


Source: Bruce Sterling at ARE2010, augmentedrealityevent.com   strategiclabs 2011
The implications of
Augmented Reality




                      strategiclabs 2011
Civic IICT
                                       Realspace                  Realpeople


                       Navigation
                                          Instant Reality                      Hyperlocal Offers

                                     Realtime             Reality Stream
                                                                                 AR Advertising
                Lifelogging                     Experience
                              Reality Mashup                                                Augmented Signage
         Serendipity
                                                 Local Immersion
                          Search                                           Commerce                       Ubiquitous
                                                                                                          Shopping
                                           HyperLBS


                                         Augmented
   360° Transparency                                                                          Predictive Marketing


         Social Search                                                                      Reality Mining


 Face Recognition
                            Privacy      Reality User                                 Augmented Media
                                                                               Infotainment
      Augmented Social                                                                                    Obectlinked
        Networking                                                                                         Customer
                            Socializing               Knowledge
                                                      Symmetry
                                                                      Entertainment                        Interface

Permissions                              Augmented                        Immersive          MAR Event Guide
                                           Dating
     Hybrid Tracking
                          Identity                     Sharing           Edutainment
                                                                                                   Context Intelligence
                                Small Worlds
                                                                                            Mixed Reality
Augmented IdentityMAR                                       Blended Learning 3.0
                                                                                               Games
               Ecosystem              Reality Design                           MAR at Home
          Sensor Fusion                                     Ambient Intelligence
                               AR Commons                                            Affective MAR
                Object Recognition             Hybrid Intelligence




                                                                                                     strategiclabs 2011
Hayes’16 business models ...
                        some waiting



                                         Augmented
                                          Reality
                                          Business




Gary Hayes: personalizedmedia.com 2009          strategiclabs 2011
The maturity gap




                   strategiclabs 2011
Usability is still weak




               The interface is quite in its infancy.

Source: Fraunhofer IGD, newgadgets.de                       strategiclabs 2011
Breakthrough technologies?




                             AR Glasses and lenses



Source: bitrebels.com 2010                            strategiclabs 2011
Augmented Reality maturity




Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap – ISMAR 2009: slideshare.com   strategiclabs 2011
Pioneers preparing the new




Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap – ISMAR 2009: slideshare.com   strategiclabs 2011
AR-enabled transparency for smarter living




Source: Map of the Decade – 2010s / rossdawsonblog-com (yellow frame added for emphasis by author)   strategiclabs 2011
Thank you for your attention!



 schroll@strategiclabs.de
    twitter: @wschroll
     Xing MAR group
 LinkedIn ARBcon group

                                strategiclabs 2011
How to connect with the Augmented Reality Community
Xing Groups: MAR and AR
LinkedIn Groups: Augmented Reality Professionals,
Augmented Planet, Mobile Augmented Reality


Next events / planning
are2011
17-18 May in Santa Clara
http://augmentedrealityevent.com/
ARBcon2012
April 2012 in Berlin
http://www.arbcon.eu/



                                                    strategiclabs 2011

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From Augmented Reality apps to Augmented Worlds

  • 1. Source: By Laitr Keiows [CC-BY-SA-3.0] commons.wikimedia.org/wiki/File:Iris_-_left_eye_of_a_girl.jpg From Augmented Reality apps to Augmented Worlds pa:vd Willi Schroll, strategiclabs M-Days, Frankfurt/M presentation available: viewing+download strategiclabs 2011 2011-01-28 slideshare.net/willi
  • 2. Futurists are analyzing all the signals to get the big picture strategiclabs 2011
  • 4. Augmented Reality today strategiclabs 2011
  • 5. Augmented Reality in Gartner Hypecycle Source: gartner.com 2009 strategiclabs 2011
  • 6. What is Augmented Reality? strategiclabs 2011
  • 7. Augmented Reality is more than Augmented Perception Source: Nokia, hardworkingbee.com strategiclabs 2011
  • 8. The special thing of Augmented Reality is that it involves the senso-motoric loops Sources: AR browser: Wikitude; AR drone: parrot.com strategiclabs 2011
  • 9. Direct manipulation is the most intuitive way to interact with the data in the environment Source: AR Social Shopper and AR conferencing: zugara.com strategiclabs 2011
  • 10. Genuine Augmented Reality is involving our reality construction Reality Construction Source: X-ray: cs4fn.org; AR conferencing: zugara.com strategiclabs 2011
  • 11. AR effect for user experience The space of interaction is exploding: From the display to the physical world Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap – ISMAR 2009: slideshare.com strategiclabs 2011
  • 12. Add sensors, web of things, gestural UI! AR is a kind of „transmedia“, a frameless, limitless „outernet“ Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap – ISMAR 2009: slideshare.com strategiclabs 2011
  • 13. The impact of Augmented Reality strategiclabs 2011
  • 14. AR is starting a new mode of interaction with the environment. Impacting life and work! Source: scienceblogs.com strategiclabs 2011
  • 15. In 2020 we will see all kind of layers like we have an ecosystem of twitter streams today Corporate layers, event layers, personal layers, group layers – examples: Today: Activity streams Tomorrow: AR layers @mdays &mdays @wschroll &wschroll @google &google strategiclabs 2011
  • 16. Bruce Sterling, scifi author + visionary thinker „We can put any reality we want into your brain, now the issue is what reality should we put there.“ Source: Bruce Sterling at ARE2010, augmentedrealityevent.com strategiclabs 2011
  • 17. The implications of Augmented Reality strategiclabs 2011
  • 18. Civic IICT Realspace Realpeople Navigation Instant Reality Hyperlocal Offers Realtime Reality Stream AR Advertising Lifelogging Experience Reality Mashup Augmented Signage Serendipity Local Immersion Search Commerce Ubiquitous Shopping HyperLBS Augmented 360° Transparency Predictive Marketing Social Search Reality Mining Face Recognition Privacy Reality User Augmented Media Infotainment Augmented Social Obectlinked Networking Customer Socializing Knowledge Symmetry Entertainment Interface Permissions Augmented Immersive MAR Event Guide Dating Hybrid Tracking Identity Sharing Edutainment Context Intelligence Small Worlds Mixed Reality Augmented IdentityMAR Blended Learning 3.0 Games Ecosystem Reality Design MAR at Home Sensor Fusion Ambient Intelligence AR Commons Affective MAR Object Recognition Hybrid Intelligence strategiclabs 2011
  • 19. Hayes’16 business models ... some waiting Augmented Reality Business Gary Hayes: personalizedmedia.com 2009 strategiclabs 2011
  • 20. The maturity gap strategiclabs 2011
  • 21. Usability is still weak The interface is quite in its infancy. Source: Fraunhofer IGD, newgadgets.de strategiclabs 2011
  • 22. Breakthrough technologies? AR Glasses and lenses Source: bitrebels.com 2010 strategiclabs 2011
  • 23. Augmented Reality maturity Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap – ISMAR 2009: slideshare.com strategiclabs 2011
  • 24. Pioneers preparing the new Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap – ISMAR 2009: slideshare.com strategiclabs 2011
  • 25. AR-enabled transparency for smarter living Source: Map of the Decade – 2010s / rossdawsonblog-com (yellow frame added for emphasis by author) strategiclabs 2011
  • 26. Thank you for your attention! schroll@strategiclabs.de twitter: @wschroll Xing MAR group LinkedIn ARBcon group strategiclabs 2011
  • 27. How to connect with the Augmented Reality Community Xing Groups: MAR and AR LinkedIn Groups: Augmented Reality Professionals, Augmented Planet, Mobile Augmented Reality Next events / planning are2011 17-18 May in Santa Clara http://augmentedrealityevent.com/ ARBcon2012 April 2012 in Berlin http://www.arbcon.eu/ strategiclabs 2011