1. Mobile Augmented Reality
Time of Enlightenment
Dylan Banarse
© 2011 Optricks Media Ltd

2. Augmented Reality
Viewing computer graphics and information
embedded in the real-world
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3. Mobile AR Viewing
● Now
○ ‘Magic window’
○ 2D camera, 2D screen (mobile)
○ 3D camera, 3D screen (3DS)
● Future
○ Projected and wearable AR
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4. Embedding in the Real World
● Geolocation
● Marker
● Natural
Feature
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5. Geolocation
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6. Markers
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7. Natural Feature
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8. AR Convergence
geolocation
accelerometers
location-based
natural features
ID Markers Image markers
200 200 201 201
8 9 0 1
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9. Emerging Uses
● Value add
○ Enhancing print media,
board games & card
games
● Information
○ Museum and event
guides
● Visualisation Tools
○ See real things, virtually.
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10. AR Growth
Augmented Reality growing from less than $20 million currently
to more than $300 million in 2014*
*Source: UK based ABI Research company
http://www.abiresearch.com/research/1004689
197 million augmented reality‐capable smartphones set to be in
the global market by 2012, up from nearly 91 million in 2010
Total annual revenues from AR‐enabled mob apps will reach $732
million in 2014, up from less than $2 million in 2010. **
**Source: UK based Juniper Research company
http://www.juniperresearch.com/shop/viewreport.php?id=197
“AR will be one of the top 10 disruptive technologies from 2008
through 2012.” - Gartner
© 2011 Optricks Media Ltd

11. Hype?
Gartner Hype Cycle
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12. Augmented Reality Trending
- AR
- iPhone AR
- Android AR
- Nintendo 3DS AR
- iPad AR
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13. AR Mobile Trends
- AR
iPhone API change - iPhone AR
- Android AR
- Nintendo 3DS AR
- iPad AR
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14. Enlightenment
Qualcomm contest
Nintendo 3DS Launch
Peak of Inflated
expectations
Slope of
enlightenment
Trough of disillusionment
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15. Summary
● Climbing the Slope of Enlightenment
○ Loosing pure novelty value
○ Now looking for practical applications
● Technology is maturing and converging
○ Both new and maturing SDKs and platforms
○ Developers more experienced
● Focus on content and UX
○ Producing the right creative ideas with the right technical
solutions
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16. Thank you.
© 2011 Optricks Media Ltd