Presenting Augmented Reality

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

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Presenting Augmented Reality

  1. 1. Yannick Moeneclaey<br />
  2. 2. AugmentedReality<br />
  3. 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.<br />
  4. 4. Place virtualobjects in the realworld<br />Place virtualinformationonrealworld object<br />
  5. 5. 1956: Morton Heilig’sSensorama<br />
  6. 6. 60’s: IvanSutherland HMD*<br />* HeadMounted Display<br />
  7. 7. 90’s: Boeing & Hollywood<br />1984 John Connor?<br />1990 Tom Claudell, Boeing: Digital HMD to guideworkersthrough assembling electricalwires in aircrafts<br />
  8. 8. 2000: Lift off<br />2004 MIT, Tracking 3D-markers with mobile phone<br />2007 Saatchi & Saatchi: First mobile phonebased AR advertisingapplicationfor Wellington Zoo<br />
  9. 9. VirtualReality is hot: 3D, newvirtualworlds, <br />bewhoyou want to be<br />
  10. 10. VirtualReality is hot: 3D, newvirtualworlds, <br />bewhoyou want to be<br />Hellothere 2000<br />
  11. 11. AugmentedReality<br />VirtualReality is hot: itenhanceswhat we see<br />and experience in the REAL world<br />
  12. 12. AugmentedRealitybridges the gap between<br />Offline and Online<br />
  13. 13. Why the sudden shift?<br />New Technologies<br />Full feature phones<br /> Camera, GPS, Compass,…<br />
  14. 14. Different Types<br />Geolocation: GPS, Compass, Accelerometer<br />Marker-based: Camera reads marker<br />Markerlesstracking: Camera reads image<br />
  15. 15. Geolocation<br />
  16. 16. Marker based<br />http://www.youtube.com/watch?v=WpS3LeCiCtc<br />
  17. 17. MarkerlessTracking<br />+ Google Goggles<br />http://www.youtube.com/watch?v=tl2MV8AtvQg<br />
  18. 18. Whyshould I care?<br />Games & Gimmicks<br />Help<br />Advertising<br />DetailedInformation<br />
  19. 19. Games & Gimmicks<br />Cannonballz(http://www.youtube.com/watch?v=KMKv3tk2Rys)<br />Project Natal<br />Total Immersion TOPPS 3D Live Trading cards<br />(http://www.youtube.com/watch?v=I7jm-AsY0lU) <br />
  20. 20. Help<br />The USPS (http://www.youtube.com/watch?v=WpS3LeCiCtc) <br />BMW Training (http://www.youtube.com/watch?v=P9KPJlA5yds)<br />RayBan Virtual Mirror<br />
  21. 21. Advertising<br />Saatchi & Saatchi Toyota Auris(http://www.youtube.com/watch?v=Yjkkimxq3hY) <br />Mini Cabrio, BMW Z4, Toyota iQ<br />Fanta Virtual Tennis (http://www.fanta.eu/)<br />Doritos (The world’s largest AR experience, by Cubocc)<br />(http://www.youtube.com/watch?v=jZmG0ztaekc) <br />
  22. 22. DetailedInformation<br />Google Goggles<br />ING: ATM locator<br />Lego<br />Navigation<br />
  23. 23. Examples<br />AwarenessCampaign<br /> Live Interactive Billboard againstAggression (Amsterdam)<br />http://www.youtube.com/watch?v=uDTdHG_FytM<br />Total Immersion (Commercial AR projects)<br />http://www.youtube.com/watch?v=yAvR2dJvZCc<br />Project Natal<br /> Xbox 360 + Motion sensor that makes use of Biometrics and face recognition software<br />http://www.xbox.com/en-us/live/projectnatal/<br />
  24. 24. Future?<br />AR in a Contact Lens <br />http://spectrum.ieee.org/biomedical/bionics/augmented-reality-in-a-contact-lens/0<br />
  25. 25. Future?<br />Mobile<br />Advertising<br />Education<br />Social<br />…<br />
  26. 26. Primarydriversbehind interest in Mobile AR<br />Mobile Gaming<br />Location-based Search<br />Ad-networks!<br />Juniper Research<br />
  27. 27. Ad-networkswillbeattractive to <br />brands and advertiser<br />Real-TimeAdvertising<br />LeadGeneration<br />Brand opportunities<br />
  28. 28. EducationalOpportunities<br />Training (BMW, US Military,…)<br />Extra informationwhileon field trips<br />
  29. 29.
  30. 30. Spill your guts<br />

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