An overview of Augmented Reality presented by Scott Halcomb from SystemK in Japan and Rob Manson from MOB in Sydney. This was presented as part of XMediaLab at the Opera House in Sydney, 2010.

1. Scott Halcomb SystemK Rob Manson MOB

2. A new medium is developing

3. Augmented Reality uses all the capabilities of the mobile phone: Camera GPS Compass Internet Accelerometer 3D graphics Maps Audio Video Calls SMS E-mail

4. The Layar AR platform today Nearly 2,000,000 million installs on iPhone and Android* 3500 active content owners and publishers 2500 layers in development, 850 layers published [mid May 2010, layers & developers growing by 20% per month] 1,200,000 augmented objects served per day *numbers excluding (Global) distribution deals - tens of millions of phones

5. Soon, all new smartphones will be AR capable - from 10 mio to 650 new AR phones/ year millions Gartner & Macquarie estimates

11. AR Launch campaign around Ubisoft’s Splintercell Layer developed by Muzar & Blutarsky

12. More than an app A platform

13. Scott is right, Mobile AR signifies a new wave Picking a strategy will help you navigate the flood of change this new wave brings with it

14. What does this wave look like...

15. DATA

16. Customise your interface by user/role

17. Customise your interface by user/role Make your business aware of who it is communicating with

18. Customise your interface by location

19. Customise your interface by location Make your business aware of where it is communicating

20. DEVICES

21. Screens are spreading throughout our life

22. Screens are spreading throughout our life The Network is becoming aware of what is going on around it

23. Cameras are soaking into the background

24. Cameras are soaking into the background The Network is becoming aware of what is going on around it

25. Sensors are catching a ride too

26. Sensors are catching a ride too The Network is becoming aware of what is going on around it

27. These all converge in the next key feature

28. Object Recognition The Network is becoming aware of things that look like you

29. Experience helps you form better strategies Layar is a great first step It lets you learn about AR right now How do people use this? How does this change how people see my business? How does this change who my competitors are? How does this change who my users are? How quickly are people's usage really changing? What does where mean?

30. NAB NAB

31. powerhouse

32. Sculpture by the Sea

33. Scott Halcomb SystemK Rob Manson MOB