Introduction to Augmented Reality

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  • 1. P R A T H A M E S H B A R A H E M B A - D I G I T A L M A R K E T I N G Augmented Reality

2. Definition Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing ones current perception of reality 3. Exhibit1 4. Exhibit2 5. Technology Hardware Hardware components for augmented reality are: processor, display, sensors and input devices. Modern mobile computing devices like smartphones and tablet computers contain these elements which often include a camera and MEMS sensors such as accelerometer, GPS, and solid state compass, making them suitable AR platforms. 6. Technology Head-mounted A head-mounted display (HMD) is a display device paired to a headset such as a harness or helmet. HMDs place images of both the physical world and virtual objects over the user's field of view. Modern HMDs often employ sensors for six degrees of freedom monitoring that allow the system to align virtual information to the physical world and adjust accordingly with the user's head movements. HMDs can provide users immersive, mobile and collaborative AR experiences. 7. Applications Archaeology AR can be used to aid archaeological research, by augmenting archaeological features onto the modern landscape, enabling archaeologists to formulate conclusions about site placement and configuration. Another application given to AR in this field is the possibility for users to rebuild ruins, buildings, or even landscapes as they formerly existed.[ 8. Applications Commerce AR can enhance product previews such as allowing a customer to view what's inside a product's packaging without opening it. AR can also be used as an aid in selecting products from a catalog or through a kiosk. Scanned images of products can activate views of additional content such as customization options and additional images of the product in its use. AR is used to integrate print and video marketing. Printed marketing material can be designed with certain "trigger" images that, when scanned by an AR enabled device using image recognition, activate a video version of the promotional material. 9. Applications Education Augmented reality applications can complement a standard curriculum. Text, graphics, video and audio can be superimposed into a students real time environment. Textbooks, flashcards and other educational reading material can contain embedded markers that, when scanned by an AR device, produce supplementary information to the student rendered in a multimedia format. Students can participate interactively with computer generated simulations of historical events, exploring and learning details of each significant area of the event site. AR can aide students in understanding chemistry by allowing them to visualize the spatial structure of a molecule and interact with a virtual model of it that appears, in a camera image, positioned at a marker held in their hand. 10. Case1 The webcam social shopper Zugaras award winning online merchandising software, The Webcam Social Shopper (WSS), is now available as an official module for PrestaShops apparel merchants worldwide. The module provides PrestaShops apparel retailers with immediate integration of a piece of software that turns their shoppers webcams into interactive mirrors, instantaneously providing a more fun, visual and social experience. To do this WSS uses a webcams live video feed, a motion capture interface, AR and Facebook/Twitter integration to replicate that offline moment at the rack where a young shopper holds a dress or blouse up to herself, turns to a friend (or the mirror) and asks what do you think, is this me? 11. Live demo. 12. THE SHOPPERS WSS EXPERIENCE 1) The shopper is interested in an item, but not sure she wants to buy it yet. So she clicks on a call to action on the retailers product detail page. 13. 2) An overlay is launched, her webcam is activated and the she takes a few steps away from her computer. 14. 3) The dress she was looking at is instantly placed right in front of her. Now she can have that at the rack moment and better judge if the color and style are right for her. 15. 4) Using just her motions, she can now snap photos and see additional colors of the dress. 5) Finally, sharing her photos (so she can find out what her friends think) is incredibly easy. 16. What will drive the uptake of AR? Quite simply, the increased usage of smart mobile devices like the iPhone, Blackberry, Kindle, iPad etc. There is a lot of discussion about the shift from desktop to mobile and the prediction that in several years time e-commerce will be dominated by mobile browsing. The latest data from ComScore shows a 30% increase in social networking traffic among smartphone users in the past 12 months so mobile is already driving social media usage. Research from Forrester shows that iPhone users are more affluent than users of other smartphones, therefore have a high propensity to respond to relevant retail offers direct to their phone. The average internet usage for an iPhone user is 100MB, x30 larger than on other phones. And we all know about the obsession with the iPhone App Store. 17. Where can it be applied for retail? High street retailers can develop a Store Finder mobile app that overlays local store information on interactive maps perhaps an aggregation of all major brands would provide cost efficiency. Dynamic contextual advertising that displays offers and promotions based on the location and profile of the mobile user (e.g. iPhone user gets different message than Blackberry user) next step on from voucher code sites. Serving customer reviews to mobile devices to facilitate decision making on the move. Dynamically generating cross and up-sell recommendations based on scanning a barcode in- store on your mobile phone. For the fashion industry, improving modeling of clothes from home to help make purchase decisions increased accuracy should also help reduce returns. 18. Where can it be applied for retail? For the DIY industry, enabling customers to create 3D maps of their own rooms and then visually render color schemes and furniture to help with DIY projects. Local tourist boards can create mobile maps of the region with key tourist hotspots, attractions and services whilst free of charge they benefit the economy by encouraging spending. Museums could create virtual tours so that visitors are not reliant on a guided tour/headsets for a download fee, you can launch the virtual tour which overlays commentary and content based on your location within the museum. In publishing, AR could be used to enrich the consumption of content to increase brand engagement, essential in such a competitive market. 19. B2B marketing case study The Challenge Datacraft in Singapore organizes several training workshops and seminars round the year for partner sales engineers and managers. These events saw a gradual but consistent decline in participation. Furthermore, they found it increasingly difficult to keep the audience engaged for the whole duration of 3-hour long sessions. Datacraft was looking for a solution to boost attendance, increase engagement levels and retain audience interest till the end of the event. 20. The solution 21. The solution GetIT Comms developed and implemented a Reason-to- Stay (RTS) solution based on Augmented Reality (AR) the simplicity of idea was in a postcard carrying a cryptic design with a note inviting the attendees to flash it at a camera placed in a booth at the end of the event to win themselves a surprise gift. When the design is flashed at the camera, a virtual gift would pop out of the screen with a virtual 3D feel, and the attendee wins what he/she sees. Attempts were made to personalize the experience for each attendee to the extent possible. 22. The Impact GetIT Comms Reason-to-Stay (RTS) solution raised considerable curiosity and interest among the attendees; they were delighted by an idea that was futuristic, the extent of personalization, and the novelty value it held for the content was unlike any of its peer events. Not only did the participation remain active till the end of the event, word of this unique initiative also spread among their partner community driving up attendance at future events. Recognizing the success, other country teams also expressed interest in incorporate AR element in their events. 23. Indonesia -Toyota Yaris 24. Indonesia -Toyota Yaris Toyotas print ad on Kompas went AR. Its a smart way to maximize the ad space, isnt it? AR&Co, the company which developed the campaign is the first & leading augmented reality in Indonesia with strong partnership with Total Immersion. 25. China Pringles 26. China Pringles Axis3D developed an online football game for Pringles in China with the help of Total Immersion. This AR experience provides an unique human interface to control the football player using the Pringles packaging. 27. Additional reference ecommerce-via-augmented-reality-instagram- contest/ 28. THANK YOU