Augmented reality uses mobile devices to overlay digital information and images onto the real world. The presentation discusses the state of the augmented reality industry and highlights some of the startups in the space. It identifies key challenges like improving user interfaces, offering high-quality computer-generated imagery, precise localization, and providing added value to consumers beyond just advertising. Major applications of augmented reality include publishing, movies, gaming, and mobile advertising.

1. Augmented Reality
The State of the Industry in 15 min.

2. before we start
Creating for the 4th Screen
Launch September 2nd, 2010
Based in the heart of Europe

3. What is Augmented Reality?

7. using different devices

15. The eco system
Which augmented reality startups will dominate? We rank them. | VentureBeat

16. different applications

17. Publishing

18. Movies

19. Gaming

20. Advertising

21. Mobile

22. Mobile

23. Mobile

24. Mobile

26. 4 problems to solve

27. “We need better (G)UIs to control the AR and we must
offer CGI quality, the customers know from computer
games and movie productions.”
David Blumberg
User Interface

28. User Interface

29. The Layar Payment Platform on iPhone and
Android
Berlitz City Guides, Disneyland, ...
Publishers receive 60% of net proceeds
PayPal is first payment provider
Monetization

30. Localization

31. “we can’t continue abusing
AR for ads only”
Robert Rice
Added value for consumers

33. And now the players...