Lezione di Augmented Reality
Corso di Social Media Strategies
Communication Strategies Lab (CSL)
Università degli Studi di Firenze
Dipartimento di Scienze Politiche e Sociali
http://www.csl.unifi.it/
presentazione varietà allotropiche del carbonio.pptx
Augmented Reality: scrivere nell'aria
1. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Augmented
Communication
cristian contini
Corso Digital Communication
Social Media Strategies
Misurare,strutturare e pianificare la presenza nel Web 2.0
Augmented Reality
scrivere nell’aria
cristian contini
2014
“Quando il wireless sarà perfettamente applicato tutta la terra sarà
trasformata in un enorme cervello, quale in effetti in effetti è, essendo tutte le
cose particelle di un vero e ritmico insieme .... e gli strumenti attraverso i quali
si deve essere in grado di fare questo saranno incredibilmente semplici
rispetto al nostro presente telefono.
L'uomo sarà in grado di portarne uno nel taschino del panciotto ".
1926: Nikola Tesla
lunedì 9 giugno 14
10. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
2,700,000,000
su una popolazione mondiale di 7.1miliardi
utenti internet nel mondo (stima 2013)
lunedì 9 giugno 14
11. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
(long life to internet)
internet 1.0 = World Wide Web
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17. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Gli utenti connessi a
internet da devices
mobile superano
quelli connessi da
computers desktop
http://www.wired.com/insights/2012/03/personal-cloud-2014/
http://gigaom.com/
lunedì 9 giugno 14
18. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Gli utenti connessi a
internet da devices
mobile superano
quelli connessi da
computers desktop
http://www.wired.com/insights/2012/03/personal-cloud-2014/
http://gigaom.com/
lunedì 9 giugno 14
19. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
In 2013, approximately 150 million
tablets (up 38% year-over-year) are
forecasted to ship globally worth
an estimated $64 billion (up 28%
from 2012) in potential end-user
revenues, according to market
intelligence firm ABI Research.
https://www.abiresearch.com/press/tablet-sales
lunedì 9 giugno 14
20. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Object Hyperlinking
Grafical Tags
RFID
Object hyperlinking is a
neologism that refers to extending
the Internet to objects and
locations in the real world. The
current Internet does not extend
beyond the electronic world.
from Internet of things to internet of everything
SMSVirtual Tags
http://en.wikipedia.org/wiki/Object_hyperlinking
Augmented Reality
radio frequency identification device
Matrix Codes, Qr Codes. AR Tags gps
Location based
Location based
Mixed Reality
multicanalità
AR marker
Spime
Sensors
smart objects
NFCnear field communications
natural feature tracking
AR object-recognition
AR people-recognition
Wearables
cloud
Augmented Print
Augmented Advertising
glasses lifestreaming
Virtuality
Virtual Worlds
Immersivity
watch
domotics health monitor
iBeacon
3d printsmart people
lunedì 9 giugno 14
21. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Since 1995, Gartner has used hype cycles to characterize the over-enthusiasm or "hype" and subsequent
disappointment that typically happens with the introduction of new technologies.[2] Hype cycles also show
how and when technologies move beyond the hype, offer practical benefits and become widely accepted.
According to Gartner, hype cycles aim to separate the hype from the reality, and enable CIOs and CEOs
to decide whether or not a particular technology is ready for adoption. A longer-term historical perspective
on such cycles can be found in the research of the economist Carlota Perez.
Gartner, Inc. (NYSE: IT) is an information technology research and advisory firm
headquartered in Stamford, Connecticut. It was known as GartnerGroup until 2001.[
lunedì 9 giugno 14
22. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Since 1995, Gartner has used hype cycles to characterize the over-enthusiasm or "hype" and subsequent
disappointment that typically happens with the introduction of new technologies.[2] Hype cycles also show
how and when technologies move beyond the hype, offer practical benefits and become widely accepted.
According to Gartner, hype cycles aim to separate the hype from the reality, and enable CIOs and CEOs
to decide whether or not a particular technology is ready for adoption. A longer-term historical perspective
on such cycles can be found in the research of the economist Carlota Perez.
Gartner, Inc. (NYSE: IT) is an information technology research and advisory firm
headquartered in Stamford, Connecticut. It was known as GartnerGroup until 2001.[
1. Technology Trigger: è il lancio della tecnologia che innesca l’interessa dei media;
2. Peak of Inflated Expectations: e la fase in cui iniziano gli articoli con i commenti e le analisi in genere molto positive che
attivano delle aspettative “gonfiate” rispetto a quelle reali fra stakeholders e utenti
3. Trough of Disillusionment: le “Inflated Expectations” in quanto aspettative esagerate, possono non corrispondere alle
verifiche successive su dati reali, e si generano nei media prima una serie di commenti sempre più negativi ( in genere non
basati su analisi reali ma su quello che potremmo definire “aspettative negative” ), poi un progressivo disinteresse.
4. Slope of Enlightenment: nonostante la fase di silenzio dei media, la tecnologia che non è “vaporware” ma chepoggia su
solide basi procede nella suo attestarsi anche grazie alla perseveranza delle aziende che continuano ad investire in ricerca e
sviluppo.
5. Plateau of Productivity: dopo la fase di sperimentazione “silente” , la tecnologia si attesta come strumento efficace ed entra
a pieno regime nei cicli produttivi. La nuova tecnologia viene data per scontata dai media che ne parlano solo in casi di
ulteriori progressi tecnologici ( che ri-innesca un Sub hype cicle) o in caso di gravi fatti di cronaca o legati a Celebrity-adopters.
lunedì 9 giugno 14
29. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Luglio 2013
• Virtual Store Research: Exposes a
shopper to a 3D simulated store
environment to gauge their reaction.
This is much easier and cheaper
than building a mock-up and
bringing the shopper to it.
• Retail Mobile Shopping
(Nonpayments): Using a mobile
device in the store to gauge where
a shopper is at any moment in time
and make appropriate offers in real
time based on where a shopper is
standing or what he or she is
scanning with the device.
• Content Marketing: Assists with
the creation and management of
digital content in a marketplace that
is becoming increasingly digital.
• Gamification: Making business
processes and interactions “fun”
and engaging by making them more
like a game and less like an
application.
• Augmented Reality: Driving
consumer engagement through
new technologies like Google
Glass.
Trends
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30. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
mediated reality
Il diagramma di Milgram
Mixed Reality
Realtà
Reality-Virtuality (RV) Continuum
Realtà
Aumentata
(AR)
Virtualità
Aumentata
(AV)
Realtà
Virtuale
R VRAVAR
http://en.wikipedia.org/wiki/Reality–virtuality_continuum
ImmersivismoAugmentazionismo
"Augmented Reality: A class of displays on the reality-virtuality continuum"
lunedì 9 giugno 14
31. CRISTIAN CONTINI -
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biometrics
sensi & sensori
medical sensors
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32. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
biometrics
sensi & sensori
medical sensors
lunedì 9 giugno 14
33. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
biometrics
sensi & sensori
medical sensors
lunedì 9 giugno 14
34. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
biometrics
sensi & sensori
medical sensors
lunedì 9 giugno 14
35. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
biometrics
sensi & sensori
medical sensors
lunedì 9 giugno 14
36. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
biometrics
sensi & sensori
medical sensors
lunedì 9 giugno 14
37. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
biometrics
sensi & sensori
medical sensors
lunedì 9 giugno 14
38. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
biometrics
sensi & sensori
medical sensors
lunedì 9 giugno 14
39. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
biometrics
sensi & sensori
medical sensors
lunedì 9 giugno 14
40. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
http://edition.cnn.com/2010/TECH/05/03/smart.dust.sensors/index.html
internet of things
lunedì 9 giugno 14
41. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
http://edition.cnn.com/2010/TECH/05/03/smart.dust.sensors/index.html
internet of things
lunedì 9 giugno 14
42. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
http://edition.cnn.com/2010/TECH/05/03/smart.dust.sensors/index.html
internet of things
lunedì 9 giugno 14
43. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA internet of things
https://xively.com
lunedì 9 giugno 14
55. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA internet of things
http://youtu.be/z5MV0WkgvkQGESTURES
lunedì 9 giugno 14
56. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA internet of things
http://www.rymble.com
http://youtu.be/tWAryzdOKfU
lunedì 9 giugno 14
57. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Qr Codes http://youtu.be/Ijfo0_jq5Dk
lunedì 9 giugno 14
58. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Qr Codes http://youtu.be/7d-M_9cmUyw
lunedì 9 giugno 14
59. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Qr Codes http://youtu.be/7d-M_9cmUyw
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60. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Qr Codes http://youtu.be/7d-M_9cmUyw
lunedì 9 giugno 14
61. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Qr Codes
A QR Code is a matrix code (or two-
dimensional bar code) created by
Japanese corporation Denso-Wave in
1994. The "QR" is derived from
"Quick Response", as the creator
intended the code to allow its
contents to be decoded at high
speed.
lunedì 9 giugno 14
68. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Emart Sunny Sale Campaign winned 5 Lions at the Cannes Lions
2012, 2 prizes at London International Awards and 7 prizes at Spikes
Asia 2012
http://youtu.be/EvIJfUySmY0
lunedì 9 giugno 14
70. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA Qr Codes - Virtual Stores
http://youtu.be/fGaVFRzTTP4
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71. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA Qr Codes - Virtual Stores
Gebr Heinemann have 230
travel and duty free shops at 54
international airports in 22
countries : Frankfurt Airport
first QR code virtual shopping
lunedì 9 giugno 14
72. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA Qr Codes - Virtual Stores
Gebr Heinemann have 230
travel and duty free shops at 54
international airports in 22
countries : Frankfurt Airport
first QR code virtual shopping
India’s first QR Code virtual
shopping wall in Terminal 3
of New Delhi’s Indira Gandhi
International Airport
lunedì 9 giugno 14
73. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA Qr Codes - Virtual Stores
Gebr Heinemann have 230
travel and duty free shops at 54
international airports in 22
countries : Frankfurt Airport
first QR code virtual shopping
India’s first QR Code virtual
shopping wall in Terminal 3
of New Delhi’s Indira Gandhi
International Airport
With 170 stores
worldwide US based
apparel brand Nautica
has placed QR Code
shoppable billboards at
LaGuardia and JFK
airports
lunedì 9 giugno 14
75. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Augmented Reality
“Augmented reality (AR) is a term for a live direct or indirect view of a physical
real-world environment whose elements are merged with-, or augmented by
virtual computer-generated imagery - creating a mixed reality. The augmentation
is conventionally in real-time and in semantic context with environmental
elements.”
lunedì 9 giugno 14
76. CRISTIAN CONTINI -
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https://plus.google.com/+projectglass/postshttps://plus.google.com/+projectglass/posts
http://eyetap.blogspot.it Steve Mann
lunedì 9 giugno 14
77. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
https://plus.google.com/+projectglass/postshttps://plus.google.com/+projectglass/posts
http://eyetap.blogspot.it Steve Mann
lunedì 9 giugno 14
78. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
https://plus.google.com/+projectglass/postshttps://plus.google.com/+projectglass/posts
http://eyetap.blogspot.it Steve Mann
lunedì 9 giugno 14
79. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
https://plus.google.com/+projectglass/postshttps://plus.google.com/+projectglass/posts
http://eyetap.blogspot.it Steve Mann
lunedì 9 giugno 14
80. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
https://plus.google.com/+projectglass/postshttps://plus.google.com/+projectglass/posts
http://eyetap.blogspot.it Steve Mann
lunedì 9 giugno 14
96. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
“We still have a lot of work to do
on mobile but at this point, we
feel strong enough in our
position that strategically we
also want to start focusing on
the next major computing
platform that will come after
mobile.
Today’s acquisition is a
longterm bet on the future of
computing. I believe Oculus can
be one of the platforms of the
future.”
http://youtu.be/pAC5SeNH8jw
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97. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
“We still have a lot of work to do
on mobile but at this point, we
feel strong enough in our
position that strategically we
also want to start focusing on
the next major computing
platform that will come after
mobile.
Today’s acquisition is a
longterm bet on the future of
computing. I believe Oculus can
be one of the platforms of the
future.”
http://youtu.be/pAC5SeNH8jw
lunedì 9 giugno 14
98. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
“We still have a lot of work to do
on mobile but at this point, we
feel strong enough in our
position that strategically we
also want to start focusing on
the next major computing
platform that will come after
mobile.
Today’s acquisition is a
longterm bet on the future of
computing. I believe Oculus can
be one of the platforms of the
future.”
http://youtu.be/pAC5SeNH8jw
lunedì 9 giugno 14
99. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
AUGMENTED vs IMMERSIVITY
google vs facebook
Glasses vs Oculus
http://youtu.be/QVdQM47Av20
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100. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
AUGMENTED vs IMMERSIVITY
google vs facebook
Glasses vs Oculus
http://en.wikipedia.org/wiki/List_of_acquisitions_by_Facebook
http://youtu.be/QVdQM47Av20
lunedì 9 giugno 14
101. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
AUGMENTED vs IMMERSIVITY
google vs facebook
Glasses vs Oculus
http://en.wikipedia.org/wiki/List_of_acquisitions_by_Facebook
http://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Google
http://youtu.be/QVdQM47Av20
lunedì 9 giugno 14
102. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
AUGMENTED vs IMMERSIVITY
google vs facebook
Glasses vs Oculus
http://en.wikipedia.org/wiki/List_of_acquisitions_by_Facebook
http://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Google
http://youtu.be/QVdQM47Av20
lunedì 9 giugno 14
103. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
AUGMENTED vs IMMERSIVITY
google vs facebook
Glasses vs Oculus
http://en.wikipedia.org/wiki/List_of_acquisitions_by_Facebook
http://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Google
http://youtu.be/QVdQM47Av20
lunedì 9 giugno 14
127. CRISTIAN CONTINI -
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Augmented
Reality
Location based
• Posizione con GPS/giroscopio/magnetometro
• Poi - Dati Georeferenziati
• Marker Markerless Image Tracking
• 3d Object Tracking
• People Tracking
• Overlay Live video 3D / Audio 3d
lunedì 9 giugno 14
128. CRISTIAN CONTINI -
AUGMENTED REALITY - SCRIVERE NELL’ARIA
Augmented
Reality
Image Based
• Marker Markerless Image Tracking
• 3d Object Tracking
• People Tracking
• Overlay Live video 3D / Audio 3d
lunedì 9 giugno 14