This document discusses the past, present, and future of augmented reality (AR) technology. It outlines key AR patents from Apple and Microsoft from 2009 to 2010. It also mentions recent developments like the Fraunhofer high-performance mixed reality system and Qualcomm's Snapdragon chips. The document discusses current challenges of AR like device constraints and occlusion. It envisions future applications of AR in areas like education, marketing, and games. It raises questions around monetization models and standards for AR technologies.

1. AR today AR tomorrow AR r € turn + = [email_address]

2. 20090175499 Apple 214387 July 9, 2009 (... ) systems and methods for identifying objects and providing information related to identified objects (...) cases & customers trends & analytics AR devices imagination techplatforms 20100257252 Microsoft October 7, 2010 416352 (... ) provide the user with rich metadata regarding the objects in view. Information may be presented through rendering means such as a web browser, rendered as a 2D overlay on top of the live image, and rendered in augmented reality. (... ) patents research & development google search for goggles, see the ,marketing experiment‘ from nov10, watch goggles solve sodoku puzzles and think about how this will effect adwords in our real world Qualcomm AR :: today Fraunhofer high-performance Mixed-Reality system, which combines various components to provide a single and consistent interface for AR/VR developers [email_address] Dec ‘09 / Nov ‘10 AR developer challenge / snapdragon chip ISMAR papers ISMAR papers status quo

3. AR :: today object I location I situation based content intuetively accessible the reason why console - windows - real world cloud - connectivity - computing mesurable data new way of accessing data user enabler sufficent and growing reach increasingly complex content possible [email_address]

4. standards pending device constraints repetitive gimmick (tweets, ge copy) business impact occlusion number of patterns holding the device with one hand AR :: today lessons learned [email_address] tech scenarios form follows function

5. AR :: tomorrow games demanding complex logic [email_address] who‘s driving? OOH added content packaging added content print added content TV interactive content ads marketing / CI t education books / translation social AR marketing / CI occluded AR realistic registration

6. AR :: r € turn where‘s the money? [email_address] logic content porting training