Over The Air 2010 presentation

1. Connecting the Real World With Your Mobile! … or how to ask “what’s that?” Geoff Ballinger http://www.mobileacuity.com http://blog.geoffballinger.co.uk

2. me

3. us based on work at Edinburgh University spun out in 2006 to commercialise mobile visual search initial commercial marketing work with leading brands and agencies now focussed on visual search for products

4. more us Edinburgh

5. Your mobile is: the little bit of the “internet” in your pocket wherever you are all the time becoming a bridge between the “internet” and things around you in the real world

6. e.g. a retailer’s mobile app ... Tesco “Groceries” Launched yesterday Top lifestyle app on iPhone! Built by Ribot Great integration! BUT hard to find products!

7. e.g. price comparison ... “How much can I save by not impulse purchasing now?” quickly/easily identify the product identify the specific product discrete to use in store!

8. e.g. augmented reality ... augments reality - overlay digital information onto the real world typically on a camera viewfinder view can be hard to produce a believable view e.g. Layar e.g. theodolite app e.g. cityguides etc

9. e.g. brand marketing ... mobile becoming a serious option often combined with traditional media needs to be inclusive mustn’t be off-putting

10. “real people” As Aral said in the keynote – “stay naive” Real users are typically not like us ... What is the user there to do? Bar is set higher in mobile – less tolerant. Objective is to build apps/services that real people want to and can use!

11. Confidence is everything!

12. 1D barcodes On most products. UPC/EAN codes. BUT ... Designed for laser scan – not imaging. Some retailers have private systems. Not user friendly!

13. how able to overlay info in viewfinder? platform capable of “scanning”? close focus capability? distortion across the frame? inter-pixel effects binarisedvs “fuzzy” reader

14. readers ( ) pic2shop / Vision Smarts Google ZXing

15. Sccope

16. Sccope demo

17. 2D barcodes Patent No. 6,999,573 31st Jan 2006 x x

18. Visual Search But ... not every product has a barcode!

19. Visual Search “What’s that?” ...

20. Visual Search

21. Who’s who PixTo

22. Google Google Goggles – general visual search Google Shopper – visual price comparison UI issue – what does the scanline mean?

23. Amazon Amazon Remembers – snap a picture of the item recognition of 2D media products mechanical Turk style “recognition” of all other items

24. MA Demo

25. Visual AR Specific and accurate placement of digital info into the video stream.

26. marketing

27. recognition simplest use replaces SMS keyword response

28. zoning activation of Vodafone’s Champions League sponsorship take penalties by taking a picture of where you want to aim the ball send in by MMS to see whether you score or not true user interaction

29. video MMS darts YouRockstar

30. Compass and GPS location and orientation to deduce view (accelerometer for finer movements) many good AR and map based examples on iPhone and Android

31. Layar AR

32. but ... ... in Father Ted’s immortal words: (Father Ted is demonstrating some plastic toy cows to Dougal) “OK, one last time. These are small... but the ones out there are far away. Small... far away... ah forget it!”

33. tags Some objects in the world have RFID tags e.g. TOTeM “Remember Me”with Oxfam NFC – tags + trust c.f. swatch skipass and Oyster features

34. Summary Linking the internet into the real world via your mobile using: barcodes visual recognition compass and GPS tags The Internet of Things?

35. What we can provide! class leading 1D barcode reader visual indexing and search over databases of up to 10 million 2D images 3D indexing and visual search working now and will be launched in 2011

36. Thanks for listening! Geoff Ballinger geoff.ballinger@mobileacuity.com http://www.mobileacuity.com http://blog.geoffballinger.co.uk @geoffballinger