M-Days Frankfurt, 1.Feb 2012 - Vortrag Thomas Nindl Director Business Development Central Europe Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

1. Augmented Reality
M-Days Frankfurt, 1.Feb 2012
Thomas Nindl
Director Business Development Central Europe
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2. What is Augmented Reality (AR)?
Virtual 2D and 3D content superimposed onto a live image
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3. Real World View
Live camera view
Virtual Content
Information about points of interest
Content
placement
inaccurate due to
compass error
GPS and
Compass-based
Augmented
Reality Experience
Good for rough location
of items outside our
field of view
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4. 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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5. SCANS COMPARES POSITIONS RENDERS
times per
30+ second
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6. 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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7.  OS: Android / iOS
 Unity: Yes
 Use: Demo Library
 Talking Points:
 Norwegian footwear company using AR in a magazine ad
 Magazine ad uses QR code to prompt user to download the AR app
 AR app allows the user to flip through four styles of Viking outdoor footwear and
also enables CRM end user data capture
 Instructions
 Hit the trophy logo in the bottom left for CRM
 Scroll through the arrows to see shoe styles – treat opportunity to show the
product detail by moving the device around the target, and zooming in to the
target to show product detail
 Hit the Viking logo to exit app and go to the Viking Footwear website
 Video: YouTube
 Links:
 Target:
http://projects/sites/augmentedreality/Shared%20Documents/Demos/Targets/Vi
kingFootwearAR-marker.jpg
 Android Market:
https://market.android.com/details?id=com.Labrat.VikingShoe01&feature=searc
h_result#?t=W251bGwsMSwxLDEsImNvbS5MYWJyYXQuVmlraW5nU2hvZTA
xIl0.
 Apple App Store:
http://itunes.apple.com/us/app/viking-footwear-ar/id466632818?mt=8
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9. 9

10. OYXGEN
HYDROGEN
HYDROGEN
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11. OYXGEN
OYXGEN
HYDROGEN
HYDROGEN
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14. Gaming
Mattels Rock‘em Sock‘em Game
2 Players – linked via Bluetooth
Android Apps platform
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15. Qualcomm AR Platform Traction
16,000+ registered 400+ models of 30+ apps in Android
developers from smartphones and Market and Apple
130 countries tablets supported iOS Apple Store
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16. Qualcomm’s AR Platform
Goal: Enable developers to build interactive 3D
applications for the real world
 Rich vision functionality
 Images, markers, 3D objects
 Virtual buttons
 High performance
 More realistic AR effect
 Simultaneous recognition of multiple objects
 SDK widely available at no charge
Supported Devices Supported Tools
• Android 2.1 (Éclair) • Android SDK/NDK
• Android 2.2 (Froyo) • Unity
• iOS • Xcode
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17. Development Options
Eclipse Unity 3 Xcode
Supported OS Android Android / iOS iOS
Advantages • Free • Fully integrated game • Free
engine reduces
• Low level APIs provide development time and • Low level APIs provide
enhanced flexibility and cost enhanced flexibility and
performance performance
• Single app supports
both iOS and Android
Now Now Now
Availability
Download Qualcomm AR SDKs http://developer.qualcomm.com/ar
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18. Near Field Usage Environments
Table or Floor Wall Retail Shelf
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19. “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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20. Frame Markers
Enables multiple
cards to
simultaneously
trigger AR
experiences
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21. Virtual Buttons
Allows users to
press “buttons” by
touching certain
areas on an image
or object
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22. 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
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23. 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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24. Qualcomm’s AR Developer Challenge 2010
 Awarded $200,000 in total cash prizes
 1st Place: $125,000 – Paparazzi by Paulius Liekis and Arminas Didžiokas
of Pixel Punch (Lithuania)
 2nd Place: $50,000 – Inch High Stunt Guy by Defiant Development Pty
Ltd. (Australia)
 3d Place $25,000 – Danger Copter by five developers (Kedar Reddy, Alex
Beachum, Evan Sforza, Jason Mathias, Jonghwa Kim), all of whom are
graduate students of the Interactive Media Division at the University of
Southern California's School of Cinematic Arts (USA)
 Judging panel
 Blair MacIntyre, associate professor, Georgia Institute of Technology
(researcher/academia)
 Jason Ankeny, executive editor, FierceMobileContent and
FierceDeveloper; regular contributor to Entrepreneur magazine(reporter)
 Torrie Dorrell, vice president, connected family products and services, T-
Mobile USA (industry)
 Video: Augmented_Reality_Winner_Video_Long.v1.20110405
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25. Für weitere Infos u.a. SDK
besuchen Sie:
developer.qualcomm.com/ar
oder: qualcomm.com/ar
Vielen Dank für Ihre Aufmerksamkeit!
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