4. Augmented Reality: Is It Real?
Should We Care?
Kevin Cheng
TM

6. OMGWTFAR?!1!!
A Hefty Heaping
TM

7. @k
#ixdar

8. What is AR?

9. “
In 1992, Tom Caudell coined the term
augmented reality when he was working at
Boeing on a project to make it easier to
assemble large bundles of electric wire for
”
aircraft on the factory floor.
Business Week

10. “
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
Wikipedia ”

13. Virtual Reality is not
Augmented Reality

14. AR in Hollywood

15. AR in Hollywood

16. Your Reality Has Already
Been Augmented

17. Marker Based AR

18. Marker Based AR

19. Location Based Mobile AR

22. Augmented
Reality

23. Enhanced
Reality

24. Enhanced
Context

25. Enhanced
Meaning

26. Enhanced
Experiences

27. Delightful
Experiences

28. Why Now?

29. Mobile Technology Advancements

30. Mobile Technology Advancements
‣ Camera

31. Mobile Technology Advancements
‣ Camera
‣ Reasonable Internet Connectivity
(insert AT&T joke)

32. Mobile Technology Advancements
‣ Camera
‣ Reasonable Internet Connectivity
(insert AT&T joke)
‣ GPS

33. Mobile Technology Advancements
‣ Camera
‣ Reasonable Internet Connectivity
(insert AT&T joke)
‣ GPS
‣ Compass

34. Mobile Technology Advancements
‣ Camera
‣ Reasonable Internet Connectivity
(insert AT&T joke)
‣ GPS
‣ Compass
‣ Accelerometer

35. What’s it for?

36. Art
Art: N Building

37. Previewing: LEGO

38. Previewing: LEGO

39. Location
Search:
Layar

40. Entertainment: Topps

41. Entertainment: Topps

42. Games: ARhrrr

43. Games: ARhrrr

44. Simulation: USPS

45. Simulation: USPS

46. Challenges

47. Lack of Design Patterns

49. Privacy Issues:
“BurglAR”

50. “
“People don’t necessarily want to walk around
the world holding cell-phone screens in front of
”
their faces.” CNN

51. GPS Isn’t Totally Accurate

52. Technology Isn’t There Yet
‣ Image recognition
‣ Processing on mobile
‣ RFID proliferation

53. It can be useful…

54. Sampling Products:
Cosmetic Mirror

55. Findability: Car Finder

56. Translation: Nokia Prototype

57. Using Image Recognition: TAT

58. Using Image Recognition: TAT

59. Training:
BMW

60. Training:
BMW

61. Looking Ahead

62. “
The market for mobile augmented reality (AR)
services is expected to reach $732 million
by 2014.
”
Juniper Research

63. “
The annual number of mobile downloads
featuring augmented reality (AR) content is
expected to rise from less than 1 million in 2009
to
more than 400 million
by 2014.
”
Juniper Research

64. Smartphones
are becoming
more
common

65. The Technology Will Be
More Ubiquitous

66. Google Goggles

67. Google Goggles

68. We’re hardly in the game

70. Questions?
Follow me at
twitter.com/k
My (non-AR) book
seewhatimean.org
Slides + links will be at
bit.ly/omgwtfar
We’re hiring (mostly engineers)
twitter.com/jobs
TM

71. References
‣ Nearest Tube: http://www.youtube.com/watch?v=U2uH-jrsSxs
‣ ARGH: http://arghgame.com
‣ AR Marker Demos: http://www.boffswana.com/news/?p=392 and http://www.youtube.com/watch?
v=heem8VKxxsE
‣ Yelp Monocle: http://mashable.com/2009/08/27/yelp-augmented-reality/
‣ RJDJ.me: http://rjdj.me/
‣ N Building: http://vimeo.com/8468513
‣ LEGO: http://www.youtube.com/watch?v=8UxWkZtUKaI
‣ Layar: http://layar.com/
‣ Topps: http://www.youtube.com/watch?v=I7jm-AsY0lU
‣ ARhrrrr: http://www.youtube.com/watch?v=cNu4CluFOcw
‣ USPS: http://www.youtube.com/watch?v=WpS3LeCiCtc
‣ AR Browsers Innovation and Best Practices: http://www.augmentedplanet.com/2010/02/augmented-reality-
browsers-innovation-best-practices/
‣ The Case Against AR: http://www.augmentedplanet.com/2010/01/the-case-against-augmented-reality/
‣ Cosmetic Mirror: http://www.japantrends.com/augmented-reality-cosmetic-mirror-in-tokyo/
‣ Car Finder: http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=335295621&mt=8&ign-
mpt=uo%3D6
‣ Nokia Working on Augmented Reality Language Translation: http://www.intomobile.com/2009/10/09/nokia-working-
on-augmented-reality-language-translation-via-ocr-character-recognition.html
‣ TAT Augmented ID: http://www.youtube.com/watch?v=tb0pMeg1UN0
‣ BMW Augmented Reality: http://www.youtube.com/watch?v=P9KPJlA5yds
‣ Juniper Research: http://www.juniperresearch.com/shop/viewpressrelease.php?id=197&pr=171
‣ Android Surges Among Handset Purchasers: http://www.emarketer.com/Article.aspx?R=1007462
‣ Contact Lens: http://singularityhub.com/2009/10/15/augmented-reality-could-be-coming-to-your-contact-lens/
‣ Google Goggles: http://www.youtube.com/watch?v=Hhgfz0zPmH4
‣ Google Trends on AR: http://www.google.com/trends?q=augmented+reality