The document provides an overview of augmented reality (AR), highlighting its definition, characteristics, benefits, and sectors of application, including retail, education, and medical fields. It also addresses the potential hurdles such as device capacity, regulatory issues, and privacy concerns. Lastly, it discusses the market potential and examples of how companies like BMW and Intel are utilizing AR technology.

1. The Potential of Augmented Reality
an overview of the current state of virtual dimension
the future of seeing more
June 2014
Lija Groenwoud van Vliet

3. Hollywood entering our world
Image credit: Eliot Boden

4. Definition
Augmented Reality
• a technology that superimposes a computer-generated image on a user's view of
the real world, thus providing a composite view;
• connects real world with a virtual layer;
• computer-generated sensory input such as sound, video, graphics or GPS
data, but it could also be smell, audio or other senses.
Tags: smart maintenance, smart Cities, Near Field Communication Device (NFC), asset management,
custom enterprise solution, wearables, real time interaction. visualization, big data, internet of
things (IoT)

5. What is Augmented Reality
Youtube video

6. Some Devices & Displays

7. Types of AR
Source: SJSU

8. Characteristics & Benefits
Benefits
 Information at the time of NEED
(just-in-time)
 Virtually add or remove objects from real
environment
 Obtain information about user´s immediate
environment
 Show real time instructions: replace e.g.
manuals
 Advanced spatial planning & analysis &
visualization (X-Ray vision)
 Location based services
 Increased user experience by enhancing
perception of reality
 Possibilities for brand interaction
Characteristics
 Image-recognition transferred to the cloud
 Register in 2D/ 3D
 Interactive in real time
 Overlay information displays
 Hardware in combination with software
 Mobile, Multi-screen simulation

9. Hurdles & barriers on the way
 Capacity of the devices
 Need for advanced calibration
 Legislation & regulatory framework
 Social acceptance of wearables in everyday life – would users be interested in seeing information
all the time?
 Connectivity
 Privacy
 No established standards for devices
 Robustiness and reliability of AR systems
 High requirements related to content management (exhaustive database)

10. Sectors where applied
AR
Retail
Games
Tourism
Medical
Advertising
Maintenan
ce
Education
Automotive/
Navigation
Architect
Military
Examples from: EngineCreative

11. Division & projection
Source: Xcubelab
Source: Bernardos & Casar 2011

12. Market Potential
Source: screenmediadaily

14. Smart Office
Visualization and interaction
Image credit: Amplifytoday

15. The Augmented City (Smart City)
Advertising, information and navigation
Image credit: Ere.net

16. Smart Factory
Training, maintenance and superimpose finished 3D building over the site
Image credit: Design World

17. Example
Youtube: Augmented Reality Prototyping with Measurement Arm

18. Education
Media & entertainment
Industry

19. What are the Big Companies doing?
BMW

20. What are the Big Companies doing?
Intel

21. Current companies in the industrial market
Maptek brings augmented reality to
the mining industry 
visualize soil structures in situ
see the layers of cables and pipes

22. Industry portfolio example

23. AR for visualisation of underground infrastructure
Source: Vidente
Fields of application
• Preparation of digging activities
(e. g. spray marking)
• Visual guidance while digging
• On-site verification of projected assets
• Locating damaged buried assets
• Support of inspection tasks
(e. g. gas leak detection)
• Support of operation and maintenance
works
• On-site instruction of technical personnel
• On-site correction of legacy data
• Utility network planning

24. Barcelona Example: Catchoom
Image recognition and Augmented Reality

25. Background material
Sources and interesting articles to read:
https://www.kpmg.com/IN/en/IssuesAndInsights/ArticlesPublications/Documents/Six-Converging-tech-trends.pdf
http://www.infosys.com/microsoft/resource-center/Documents/augmented-reality-adoptions.pdf
http://en.wikipedia.org/wiki/Augmented_reality
http://www.ngrain.com/category/augmented-reality-ar/
http://amplifytoday.com/technology/what-a-smart-city-looks-like/
http://vimeo.com/73038643
http://mashable.com/category/augmented-reality/
http://www.pwc.com/us/en/technology-forecast/2013/issue1/interviews/interview-daan-roosegaarde.jhtml
http://www.bmw.com/com/en/owners/service/augmented_reality_introduction_1.html
http://oa.upm.es/12412/3/INVE_MEM_2011_102958.pdf
http://w3.siemens.com/market-specific/global/en/airports/ar/pages/default.aspx
http://www.fujitsu.com/downloads/AU/Fujitsu-SAP-Augmented-Reality.pdf
http://www.i-ambiente.es/?q=blogs/cocktail-de-tecnologias-para-smart-cities
http://blogs.forrester.com/jp_gownder/13-09-19-
transform_tablets_into_the_ultimate_sales_tool_with_augmented_reality_apps
http://arblog.inglobetechnologies.com/wp-content/uploads/2014/01/Smart-Maintenance-041213_en.pdf
http://www.ted.com/talks/pranav_mistry_the_thrilling_potential_of_sixthsense_technology
http://data.icg.tugraz.at/~dieter/publications/Schmalstieg_130.pdf
http://kennisonline.deltares.nl/product/30044
http://vidente.grintec.com/images/docs/flyer_vidente_en.pdf
YouTube links:
- What is AR
- Metaio
- BMW
- Intel