1. Nice to see it, to see it’s nice
Combining the Physical & Virtual Worlds with
Qualcomm’s Visual Based Augmented Reality
Mobile Squared, 9th November 2011
Julian Harris
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2. You’ve got to believe it’s going to be big
Mobile, the largest technology platform & growing
 Global mobile revenue ~ $1.3 trillion in 2011*, ~ 2% of global GDP, ~ 5.7B mobile
connections worldwide **, 1.4B 3G connections***, 2B new to be added end 2015****
Mobile, a pervasive force for change around the world
 Improving Healthcare, enhancing Education, Entrepreneurship & Social Revolution
Mobile, the dominant computing platform
 Installed base of smartphones to surpass PCs in 2012*****
 Mobile devices have become full-blown computing devices taking only 1.5 years from
first 1GHz device to first dual core device (@1.5GHz per core), while PC took 5
 Optimized for power with graphics that will compete with game consoles
Qualcomm is a catalyst for innovation & growth
 Licencing our technology to 195 companies in wireless industry; Snapdragon
includes125 commercial devices, 250 in design (40 tablets) (Q3 2011)
 Cumulative R&D Investment of over $16.1B (Jan 2011, since 1995) & in 2010; £2.5B,
$6.8m per day, 23% gross revenue
 Optimal combination of processing horsepower, high performance graphics engine,
wireless connectivity, power efficiency & GPS delivers a potent mix to developers
2 *Source: Chetan Sharma Consulting; ** Source: Wireless Intelligence (WI), July 2011) 2011), ; *** WI Jul 2011; **** WI Apr 2011; *****Strategy Analytics Dec 10/Jan 11

3. What is Augmented Reality (AR) ?
Virtual 2D and 3D content superimposed onto a live image, ie live scores,
plays, stats etc
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4. Real World View
Live camera view
Virtual Content
Information about points of interest
GPS and
Compass-based
Augmented
Reality Experience
Good for rough location
of items outside our
field of view
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5. Real World View
Live camera view
Virtual Content
Vision-based AR recognizes objects in field of
view and aligns graphics tightly to target
object
Vision-based Augmented
Reality Experience
Enables a more immersive and
interactive
experience
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6. SCANS COMPARES POSITIONS RENDERS
times per
30+ second
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7. Near Field Usage Environments
Table or Floor Wall Retail Shelf
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8. Applications
Today
Gaming & Play Media / Advertising Instructional
3D games in real world Making print , outdoor, TV media, and Visualizing instructions
environments vs. virtual worlds product packaging “come alive” e.g. furniture assembly
In the future…
Turn Left on Main St.
“Happy to be here//
Social Networking Visual Search Navigation & Discovery
Placing photos, notes, graffiti Retrieving related information Visualizing points of interest
in real world for friends to find from web for the object in view
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9. 10

10. 11

11. OYXGEN
HYDROGEN
HYDROGEN
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12. OYXGEN
OYXGEN
HYDROGEN
HYDROGEN
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14. Trevor swam out from under his ledge to greet
his new friends and munch on some veg.

15. STEP 1
Touch rinse cycle for more
information, then press button
on machine
Done
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16. Extra Rinse
Use this option if you have
sensitive skin and need your
undergarments completely
soap free.
STEP 1
Touch rinse cycle for more
information, then press button
on machine
Done
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17. STEP 1
Touch rinse cycle for more
information, then press button
on machine
Done
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18. 19

19. Qualcomm AR Platform Traction
REGISTERED MODELS OF APPS IN ANDROID
DEVELOPERS FROM SMARTPHONES AND MARKET AND APPLE
130 COUNTRIES TABLETS SUPPORTED IOS APPLE STORE
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20. Accolades, Testimonials, and Honors
RECOGNITION FOR OUR AWARD WINNING AR TECHNOLOGY
“Qualcomm’s AR SDK has made it extremely easy
for us to prototype, design, and develop our ideas
and concepts.”
Morgan Jaffit, Co-Founder, Defiant Development
“…your AR library is by far the best AR Library I’ve
ever used. It’s amazing, works incredibly fast, and
really easy to work with. Awesome job QCAR team!!”
Nicholas Rudolfsky, iOS Developer, Smule
“When it comes to mobile Augmented Reality
technology, Qualcomm is the top dog.”
Pocket-lint
“The opportunities to do amazing things—which we
quite literally couldn’t live without—are unparalleled
2011 Future Mobile
with augmented reality. This is Qualcomm’s secret
weapon, and it may assure the company thrives, Entertainment
rather than simply survives the coming conflict.” Award for Mobile
Rob Enderle, Analyst, TG Daily Augmented Reality
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21. 100s of articles in mainstream
technology and business press
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22. Near Field Usage Environments
Table or Floor Wall Retail Shelf
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23. “Augmentable” Objects
Representations of real world elements that can be detected and tracked
Image Target Frame Markers Simple 3D Objects
 Game boards  Game pieces  Boxes
 Product packaging  Control cards  Bottles
 Posters  Cans
 Signs
 Greeting cards
 Business cards
 Books / magazine pages
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24. Image Targets
Enable most images to trigger AR experiences
 Game boards
 Product packaging
 Posters
 Signs
 Greeting cards
 Business cards
 Books / magazine pages
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25. Frame Markers
Enables multiple
cards to
simultaneously
trigger AR
experiences
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26. Simple 3D Objects
Enables products to trigger AR experiences, and interactive content to reflect
geometry of product packaging
 Boxes
 Bottles
 Cans
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27. Virtual Buttons
Allows users to
press “buttons” by
touching certain
areas on an image
or object
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28. Global Augmented Reality Efforts
QC Cambridge Tech University Graz
R&D & Commercialization R&D Partnership
Creative Mobile Labs QC China
Qualcomm / CAA JV R&D
QC Vienna
R&D & Commercialization
QC Korea
R&D
QC San Diego
R&D & Commercialization Georgia Tech
R&D Partnership
QC India (Bangalore)
R&D
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29. Driving the AR Ecosystem
 Establishing Qualcomm leadership
 Showcasing innovative applications
 Demonstrate potential for AR applications
 Stimulate developer interest
 Sponsorship and participation at targeted events
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30. 100s of articles in mainstream
technology and business press
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31. Sign up to stay informed at
developer.qualcomm.com/ar
or visit qualcomm.com/ar
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