“Any Sufficiently advanced technology is indistinguishable from magic” Augmented Reality is set to revolutionize how we perceive reality be it the field of gaming or retail marketing, online retail stores or the adverts. And one of the interesting aspect about this is that everyone's going to totally love it!

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Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment
whose elements are augmented (or supplemented) by computer-generated sensory input
such as sound, video, graphics or GPS data. http://en.wikipedia.org/wiki/Augmented_reality
What is Augmented Reality?

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And this..
AR being used in a Real Estate
Expo in Mumbai. https://www.youtube.com/watch?v=4gwxGGLcQzY

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..this too !!
AR used to enhance gaming
experience.

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Still Wondering what is it ? Watch this..
An amazing
video by Total
Immersion
displaying the
current and
future trends in
the
Augmented
Reality.
https://www.youtube.com/watch?v=--vAH656y9E

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How to experience Augmented Reality?
One of the many ways for
implementing Augmented
Reality.
This technique is used
in several web based
AR apps.
It requires 3 simple steps:
• Recognition: Recognition of an
image, an object, a face or a
body.
• Tracking: Real-time localization in
space of the image, object, face,
or body.
• Mix: Superposition of a media
(video, 3D, 2D, text, etc…) on top
of this image, object, face or body.
http://www.t-immersion.com/As implemented by:

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How does AR work?
The process of those three steps takes less
than 40ms to match the human eye fluidity
of 25 images per second.
Powerful algorithms need to be applied
and research is continuously progressing
to further develop each of these three
processes boosted by the growing
performances of equipment and devices.
ComputerVision is in itself a high
consumer of CPU but higher is the
available power, better is the
sophistication of the algorithm for a
truly enhanced user experience.
Furthermore, with the rapidly
progressing utilization of captors,
such as GPS, Compass, gyroscope,
thermometers, speedometer, the sum
of information collected can be
used to further enrich and boost
users experience in a current context.

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What are Augmented Reality Usages?

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People

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Polar Rose a powerful AR app for facial
recognition which has been acquired
by Apple.

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Places

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The TripAdvisor app which merges real-time location data
with Google Maps to provide useful information about the
area.

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Google Latitude -the AR based location
sharing app which allows users to share
their real-time location with their friends.

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People & Places

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Google Goggles is a downloadable image recognition
application created by Google. It is used for searches
based on pictures taken by handheld devices.

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Google Sky Map: the AR app which allows users to view a collaboration of images from NASA satellites, the
Sloan Digital Sky Survey, and the Hubble Telescope.

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Wikitude- one of the leading AR
platform developers in the world.
http://www.wikitude.com/app/

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Wikitude displays information about the users' surroundings in a mobile camera view, including image
recognition and 3d modelling.
Wikitude was the first publicly available application that used a location-based approach to augmented reality.

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Browse the world around you and discover
information about places, famous landmarks, and
other points of interest with Wikitude World Browser.
The Physical World as a platform.

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Google Glass: the most anticipated and high-profile
AR & OHMD technology which is set to revolutionize
how we interact to our surroundings.
OHMD

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AR-as a tool to
enhance
Retail

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IN-Store Engagement
As customers increasingly demand a more interactive shopping environment, marketers and retailers are
beginning to leverage AR technology to help boost in-store sales.

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Improves conversion
rates and reduces
returns for clothing
stores – Virtual fitting
room (J.C.Penney).
Increased online
conversion rate
and reduced
returns lead to an
improved
company’s
profitability.
https://www.youtube.com/watch?v=qB
uMCPYyRmQ#t=37

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https://www.youtube.com/watch?v=qBuMCPYyRmQ#t=37
Gamification
added to the
physical products
helps to engage
customers with a
product and
works as an
incentive to a
quicker purchase.
Enhances brand recognition (Augmented Pixels & Tavria-V)

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Empowers advertising campaigns (VW)
Brands can incorporate
AR experience into an
advert which directs the
user to the additional
web content, product
video, coupons etc.

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https://www.youtube.com/watch?v=EAVtHjzQnqY#t=13
Displays additional information about products shown,
enriches shopping experience (IBM Research).
Anything from nutritional information to a virtual
coupon that customers can redeem at check
out can be incorporated with augmented reality.

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https://www.youtube.com/watch?v=vDNzTasuYEw#t=26
Visualizes product catalogues (IKEA)
The “projected”
catalog items
give a customer
a real-time,
scale view of
what the
product would
look like in their
space.

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Augmented Reality
Games

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http://play.google.com/store/apps/details?id=com.fuerteint.toyota86
Toyota 86 AR Game
Go to toyota86ar.com and
print your “Made to Thrill”
marker. Place your marker on
the floor in front of your
camera and start Toyota 86 AR
and place camera on the
marker to get the stunning
Toyota 86. It makes you test
your skills turning around
cones, corners.

30. 30http://play.google.com/store/apps/details?id=com.thoughtshastra.templetreasure
Temple Treasure Hunt Game
Temple Treasure Hunt game is an adventurous thrilling game in augmented reality. It gives you an exciting trail to
an ancient treasure buried in a Shiva temple. Use camera for real surroundings and inbuilt location based
tracking technologies in the app along with many interesting clues during the great journey to reach to the Hunt.

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Augmented Tomorrow
With the availability of this technology, sky is the limit, when it comes to thinking of
possibilities of its uses. The current world of AR uses live video feed which is digitally
enhanced with CGI.
Augmented reality apps are changing the way we see the world, literally. As long
as the generated augmented content remains appealing and pioneering,
consumers will certainly approve them as a novel and fun twist to conventional
marketing technique.

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the way forward..
We can expect further
advances in AR technology
at the various live events
and trade shows taking
place across the globe, not
least the Augmented World
Expo (world's largest AR
event) in California. Chief
Executives come together
to discuss the future of AR
and how it will being to
effect retail, health,
education, media,
entertainment, travel and
more in 2014.
At CES 2014we can expect many
more forward-thinking designs to
be presented, pushing forward AR
developments and realities

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References:
https://www.youtube.com/watch?v=qBuMCPYyRmQ#t=37
https://www.youtube.com/watch?v=vDNzTasuYEw#t=26
http://www.wikitude.com/app/
Augmented
Reality Retail
Experiences
http://www.trendhunter.com/slideshow/augmented-reality-retail
Augmented
Reality Trends for
2014
http://www.hhglobal.com/blog/5-augmented-reality-trends-for-2014

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Presented to:
MR. Harinandan Tunga
HOD , Computer Science & Engineering Dept.
RCC Institute Of Information Technology.
For the Seminar (CS-681)
Session: 2011-2015
Presented by:
Anand