Augmented reality – quick resume from @yvesbondeel
Posted on: May 10, 2010 – Filed under: Brussels
Momads (new advertising agency being set up in Brussels) – Wim Vermeulen
Introduces the concept of Augmented Reality, and the main players (incumbent and new) And different applications: Publishing sector (print 2.0) e.g. holding magazine page up to webcam to trigger web content (e.g. www.grazia.com). Likely to move to iPad/slate; Film industry (www.avataritag.com) ; Gaming industry (adidas advertising); Mobile, Junaio, Google Goggles, Aving News Network, Mapple Mobile (3D navigation). Question, is it only PR? Is it like Second Life and will it die? NO.
Industry has to solve 4 issues:Control over user interface (shows windscreen of car full of items); Monetization (e.g. Layar payment platform, deals with Berlitz, Disney). 40/60; Localisation (GPS and WiFi margin of error). Millimeter accuracy is needed (matching images with reference database).
The Creative Stores – Jasper De Craeker
Demo of Layar in 60 lines of code (PHP), done live on stage. Layar is an open platform for publishing layers, paid or free. Create on dev.layar.com ; Conclusions: Really fast and easy to implement a basic Layar. Layar has an active developer community, assisting one-another. Layer documentation is good. Paid layers could be an interesting revenue model. You depend on Layar NV for getting layers published; you depend on Layar’s success (and vice-versa). Takes 5/6 days for approval.
Eurotronics –Orbit Geospatial Technologies – Peter Bonne
Not in augmented reality business as such, but in GIS, in which layers are the normal environment, i.e. base information is augmented with information of interest (specialised usage); Presents a concrete case: cyclorama = business version of Street View (presumably to assist city planning departments). Previews integration of professional GIS with Layar.
Mec (media agency part of WPP) – Marc Hootelé
Shows a site called Killthespot (skin care), and mobile coupons. 5000 sent during first 2 days; 15000 samples were distributed during the campaign. Generated a lot of buzz.Shows a mobile site: Mobile Trailer on Demand (for movie industry). Partnering with Total Immersion: shows Coca Cola and other demos with items overlayed on TV, PC, iPhone, Sony device (board game with bar codes and triggering animations), T-Shirts triggering anim.
Total Immersion – Nicolas Boireau
Company on the market for 10+ years, holds patents, 67 staff, 270 projects delivered last year, $10m turnover, mainstream brands as clients. D’FUSION platform. Introduces geolocation, marker based tracking (bar code equiv), and markerless tracking (a picture is the trigger). McDonalds is re-doing campaigns, book publisher is adding further publications, Nissan doing it on all product launches. There ARE recurrent applications. Campaign around Avatar (coca cola zero, mcdonalds, mattel toys). Iron Man application for Android, to ‘transform your friend into Iron Man’ (with LG and Verizon). Gives demo on Nexus One using a printed picture as basis (not a barcode).