Information on Augmented Reality. Its history, present state and future opportunities.

1. Yannick Moeneclaey

2. AugmentedReality

3. Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery – creating a mixed reality.

4. Place virtualobjects in the realworld Place virtualinformationonrealworld object

5. 1956: Morton Heilig’sSensorama

6. 60’s: IvanSutherland HMD* * HeadMounted Display

7. 90’s: Boeing & Hollywood 1984 John Connor? 1990 Tom Claudell, Boeing: Digital HMD to guideworkersthrough assembling electricalwires in aircrafts

8. 2000: Lift off 2004 MIT, Tracking 3D-markers with mobile phone 2007 Saatchi & Saatchi: First mobile phonebased AR advertisingapplicationfor Wellington Zoo

9. VirtualReality is hot: 3D, newvirtualworlds, bewhoyou want to be

10. VirtualReality is hot: 3D, newvirtualworlds, bewhoyou want to be Hellothere 2000

11. AugmentedReality VirtualReality is hot: itenhanceswhat we see and experience in the REAL world

12. AugmentedRealitybridges the gap between Offline and Online

13. Why the sudden shift? New Technologies Full feature phones Camera, GPS, Compass,…

14. Different Types Geolocation: GPS, Compass, Accelerometer Marker-based: Camera reads marker Markerlesstracking: Camera reads image

15. Geolocation

16. Marker based http://www.youtube.com/watch?v=WpS3LeCiCtc

17. MarkerlessTracking + Google Goggles http://www.youtube.com/watch?v=tl2MV8AtvQg

18. Whyshould I care? Games & Gimmicks Help Advertising DetailedInformation

19. Games & Gimmicks Cannonballz(http://www.youtube.com/watch?v=KMKv3tk2Rys) Project Natal Total Immersion TOPPS 3D Live Trading cards (http://www.youtube.com/watch?v=I7jm-AsY0lU)

20. Help The USPS (http://www.youtube.com/watch?v=WpS3LeCiCtc) BMW Training (http://www.youtube.com/watch?v=P9KPJlA5yds) RayBan Virtual Mirror

21. Advertising Saatchi & Saatchi Toyota Auris(http://www.youtube.com/watch?v=Yjkkimxq3hY) Mini Cabrio, BMW Z4, Toyota iQ Fanta Virtual Tennis (http://www.fanta.eu/) Doritos (The world’s largest AR experience, by Cubocc) (http://www.youtube.com/watch?v=jZmG0ztaekc)

22. DetailedInformation Google Goggles ING: ATM locator Lego Navigation

23. Examples AwarenessCampaign Live Interactive Billboard againstAggression (Amsterdam) http://www.youtube.com/watch?v=uDTdHG_FytM Total Immersion (Commercial AR projects) http://www.youtube.com/watch?v=yAvR2dJvZCc Project Natal Xbox 360 + Motion sensor that makes use of Biometrics and face recognition software http://www.xbox.com/en-us/live/projectnatal/

24. Future? AR in a Contact Lens http://spectrum.ieee.org/biomedical/bionics/augmented-reality-in-a-contact-lens/0

25. Future? Mobile Advertising Education Social …

26. Primarydriversbehind interest in Mobile AR Mobile Gaming Location-based Search Ad-networks! Juniper Research

27. Ad-networkswillbeattractive to brands and advertiser Real-TimeAdvertising LeadGeneration Brand opportunities

28. EducationalOpportunities Training (BMW, US Military,…) Extra informationwhileon field trips

30. Spill your guts