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The Emerging Mass Medium
of Augmented Reality
Gene Becker
AR Strategist
About Layar

      Mobile augmented reality leader
      Founded in June 2009
      Based in Amsterdam
      VC funded
      50+ people worldwide
Augmented reality is a new medium of
creative expression that expands human
experience
inspirations:
AR past & future
 	
  	
  AR	
  research:	
  first	
  HMD	
  -­‐	
  Ivan	
  Sutherland	
  (1966)




                    The	
  “Sword	
  of	
  Damocles”
 	
  	
  AR	
  research:	
  Caudell	
  &	
  Mizell	
  (Boeing,	
  1992)




              Caudell, T., Mizell, D.: Augmented reality: an application of heads-up display technology
                                           to manual manufacturing processes

Overlaying graphics to support assembly of complex wiring harnesses in aircraft manufacturing at Boeing. Coined the term
                                                 “augmented reality”.
 	
  	
  AR	
  research:	
  wearable	
  compuNng	
  -­‐	
  Steve	
  Mann	
  




http://wearcam.org/steve.html
 	
  	
  AR	
  research:	
  first	
  mobile	
  AR	
  system




Feiner et al, Touring Machine (1997), Columbia University
http://graphics.cs.columbia.edu/projects/mars/mars.html
AR: a vision of future personal computing
visual search on the physical world concept design by mac funamizu




                                                              source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
querying the natural world concept design by mac funamizu




                                                            source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
computational print media concept design by mac funamizu




                                                           source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
seeing through space and time concept design by mac funamizu




                                                               source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
 	
  	
  is	
  AR	
  the	
  end	
  of	
  personal	
  privacy?	
  concept	
  by	
  TAT
and just wait ‘til the glasses get here concept design by mac funamizu




                                                                source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
AR in the present tense
present	
  day	
  mobile	
  AR:	
  Layar




              Layar	
  demo	
  video:	
  hRp://www.youtube.com/watch?v=b64_16K2e08
AR Basics – How does it work




GPS           Compass               Accelerometer           Camera

Where am I?   What direction am I   How is my phone         Background image
              looking at?           oriented in the world
                                                            Future: enable computer
                                    Optional: Gyroscope     vision projects
                                    smoother experience
Layar Platform
      Browser                    Player           Publishing Platform




                              AR view SDK
                                 for your
                               iphone app




1.000.000 active users                            Thousands of developers
                            Launch January 2011        & companies
     1.500 layers
a few Layar facts
LAYAR is the worldwide leader in mobile AR:
* Over 1.3 million active users
* 1600+ published AR layers
* Thousands of registered developers
* 50+ premier development partners worldwide
* Supported on iPhone, Android, Bada, more coming soon
* Preloaded on Samsung, Sprint 4G devices
* Potential reach in the tens of millions, growing
room to grow
             Smartphone Market Size (millions)
             Layar addressable market
1200

1000

800

600

400

200

  0
   2010     2011          2012            2013   2014


                                                 source: Gartner
The Layar ecosystem
 inspirational applications    Brands & Media       artists      enthusiasts
                                                  historians        scientists
    creative producers            Agencies      game designers      curators

   technical developers                         Layar developers
  1000’s of content layers

Layar’s open & free platform

  cross-platform support

     1,000,000+ users
Augmented reality is a new medium of
creative expression that expands human
experience
AR is expressive
Uninvited Art exhibition, MoMA
Stedelijk Museum
AR is informative
Quake information




http://livespot.com.au/
Layar @ SDForum 28 Feb 2011
AR is playful
GRAPH




        22 3
http://www.c2k.nl/
Conquar by C2K   © 2010, Layar B.V.
AR is social
Foursquare by TAB




http://www.tabworldmedia.com
Tweeps around by TAB




http://www.tabworldmedia.com
AR is commercial
Prince of Persia by TAB




                                        http://www.tabworldmedia.com
                          © 2010, Layar B.V.
Quiznos




http://www.hoppala-agency.com/& http://winvolve.com/
Rolling Stones by Mobilistar




                                            http://www.augmentreality.co.uk/
                               © 2010, Layar B.V.
AR reveals the past...
Historic Market St. in SF
Berlin wall by Hoppala




http://www.hoppala-agency.com/
...and the future
Markethall by NAI/in10
let’s make layers!
Creating layers – Terminology
   Layar: The browser application
   Layer: A content layer in our browser
   POI: Point of Interest, element of data in the AR view (sometimes called
    hotspot, or object)
   AR View: The augmented reality view, with the POIs superimposed on the
    camera view.
   List View: A list of all POIs
   Map View: POIs shown on a map
Radar


Layar terminology



      BIW
Creating layers
   Layers are built using simple web technology
       HTTP, JSON, HTML


   2 step process:
       Create a layer definition in the Layar publishing environment
       Create a layer server for delivering the POI content to the phones
Layar ecosystem
Creating layers – Publishing site
   http://layar.com/publishing
   Add all the static content of a layer
       Listing details
       Look & feel
       Service URL
Creating layers – Layer service

   RESTful API with a single HTTP GET call


   GetPOIs Request: HTTP request with the following parameters: Latitude,
    Longitude, filter settings...


   GetPOIs Response: JSON data containing POI information (hotspots)


   API documentation: http://layar.pbworks.com
http://devAPI.example.com/getPOIs/?countryCode=IN
Request    &lon=4.887339&timestamp=1249226148713
           &userId=ed48067cda8e1b985dbb8ff3653a2da4fd490a37
           &developerId=896&developerHash=1ee6d294aa6b639b365899f844257523c5bf9702
           &RADIOLIST=a&radius=6245&CUSTOM_SLIDER=23987.0
           &lat=52.377544&layerName=snowy4
           &SEARCHBOX=asdfdhcgg&accuracy=100


           {"morePages": false,
Response    "layer": "jsource02",
            "errorCode": 0,
            "hotspots": [ {
               "object": {
                            "baseURL": "http://layar3d.jsource.nl/",
                            "full": "ghost.l3d",
                            "reduced": "ghost_reduced.l3d",
                            "icon": "icon1.png",
                            "size": 2
                         },

                   "transform": { "rel": true, "angle": 45, "scale": 5 },
                  "actions": [ { "label": "Visit webpage",    "uri": "http://example.com/" } ],
                  "distance": 0,
                  "lat": 52000000,
                  "lon": 4350000,
                  "attribution": "",
                  "line2": "",
                  "imageURL": null,
                  "line3": "",
                  "dimension": 3,
                  "line4": "",
                  "type": 0,
                  "id": "asda4494",
                  "title": "Test object" } ],
             "errorString": "OK",
             "nextPageKey": null }
Creating layers – 3rd party services
   Instead of creating your own layer service, you can use one of the
    community created tools, e.g.:
       Porpoise
        Open source server software created by Jens
       Hoppala Augmentation
        Hosted solution, easy to use.
Layar @ SDForum 28 Feb 2011
Layar @ SDForum 28 Feb 2011
Layar @ SDForum 28 Feb 2011
Discuss.
Gene Becker
tw: @genebecker
skype: gene.becker
web: www.layar.com
mail: gene@layar.com

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Layar @ SDForum 28 Feb 2011

  • 1. The Emerging Mass Medium of Augmented Reality Gene Becker AR Strategist
  • 2. About Layar Mobile augmented reality leader Founded in June 2009 Based in Amsterdam VC funded 50+ people worldwide
  • 3. Augmented reality is a new medium of creative expression that expands human experience
  • 5.      AR  research:  first  HMD  -­‐  Ivan  Sutherland  (1966) The  “Sword  of  Damocles”
  • 6.      AR  research:  Caudell  &  Mizell  (Boeing,  1992) Caudell, T., Mizell, D.: Augmented reality: an application of heads-up display technology to manual manufacturing processes Overlaying graphics to support assembly of complex wiring harnesses in aircraft manufacturing at Boeing. Coined the term “augmented reality”.
  • 7.      AR  research:  wearable  compuNng  -­‐  Steve  Mann   http://wearcam.org/steve.html
  • 8.      AR  research:  first  mobile  AR  system Feiner et al, Touring Machine (1997), Columbia University http://graphics.cs.columbia.edu/projects/mars/mars.html
  • 9. AR: a vision of future personal computing
  • 10. visual search on the physical world concept design by mac funamizu source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
  • 11. querying the natural world concept design by mac funamizu source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
  • 12. computational print media concept design by mac funamizu source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
  • 13. seeing through space and time concept design by mac funamizu source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
  • 14.      is  AR  the  end  of  personal  privacy?  concept  by  TAT
  • 15. and just wait ‘til the glasses get here concept design by mac funamizu source: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
  • 16. AR in the present tense
  • 17. present  day  mobile  AR:  Layar Layar  demo  video:  hRp://www.youtube.com/watch?v=b64_16K2e08
  • 18. AR Basics – How does it work GPS Compass Accelerometer Camera Where am I? What direction am I How is my phone Background image looking at? oriented in the world Future: enable computer Optional: Gyroscope vision projects smoother experience
  • 19. Layar Platform Browser Player Publishing Platform AR view SDK for your iphone app 1.000.000 active users Thousands of developers Launch January 2011 & companies 1.500 layers
  • 20. a few Layar facts LAYAR is the worldwide leader in mobile AR: * Over 1.3 million active users * 1600+ published AR layers * Thousands of registered developers * 50+ premier development partners worldwide * Supported on iPhone, Android, Bada, more coming soon * Preloaded on Samsung, Sprint 4G devices * Potential reach in the tens of millions, growing
  • 21. room to grow Smartphone Market Size (millions) Layar addressable market 1200 1000 800 600 400 200 0 2010 2011 2012 2013 2014 source: Gartner
  • 22. The Layar ecosystem inspirational applications Brands & Media artists enthusiasts historians scientists creative producers Agencies game designers curators technical developers Layar developers 1000’s of content layers Layar’s open & free platform cross-platform support 1,000,000+ users
  • 23. Augmented reality is a new medium of creative expression that expands human experience
  • 31. GRAPH 22 3
  • 32. http://www.c2k.nl/ Conquar by C2K © 2010, Layar B.V.
  • 35. Tweeps around by TAB http://www.tabworldmedia.com
  • 37. Prince of Persia by TAB http://www.tabworldmedia.com © 2010, Layar B.V.
  • 39. Rolling Stones by Mobilistar http://www.augmentreality.co.uk/ © 2010, Layar B.V.
  • 40. AR reveals the past...
  • 42. Berlin wall by Hoppala http://www.hoppala-agency.com/
  • 46. Creating layers – Terminology  Layar: The browser application  Layer: A content layer in our browser  POI: Point of Interest, element of data in the AR view (sometimes called hotspot, or object)  AR View: The augmented reality view, with the POIs superimposed on the camera view.  List View: A list of all POIs  Map View: POIs shown on a map
  • 48. Creating layers  Layers are built using simple web technology  HTTP, JSON, HTML  2 step process:  Create a layer definition in the Layar publishing environment  Create a layer server for delivering the POI content to the phones
  • 50. Creating layers – Publishing site  http://layar.com/publishing  Add all the static content of a layer  Listing details  Look & feel  Service URL
  • 51. Creating layers – Layer service  RESTful API with a single HTTP GET call  GetPOIs Request: HTTP request with the following parameters: Latitude, Longitude, filter settings...  GetPOIs Response: JSON data containing POI information (hotspots)  API documentation: http://layar.pbworks.com
  • 52. http://devAPI.example.com/getPOIs/?countryCode=IN Request &lon=4.887339&timestamp=1249226148713 &userId=ed48067cda8e1b985dbb8ff3653a2da4fd490a37 &developerId=896&developerHash=1ee6d294aa6b639b365899f844257523c5bf9702 &RADIOLIST=a&radius=6245&CUSTOM_SLIDER=23987.0 &lat=52.377544&layerName=snowy4 &SEARCHBOX=asdfdhcgg&accuracy=100 {"morePages": false, Response "layer": "jsource02", "errorCode": 0, "hotspots": [ { "object": { "baseURL": "http://layar3d.jsource.nl/", "full": "ghost.l3d", "reduced": "ghost_reduced.l3d", "icon": "icon1.png", "size": 2 }, "transform": { "rel": true, "angle": 45, "scale": 5 }, "actions": [ { "label": "Visit webpage", "uri": "http://example.com/" } ], "distance": 0, "lat": 52000000, "lon": 4350000, "attribution": "", "line2": "", "imageURL": null, "line3": "", "dimension": 3, "line4": "", "type": 0, "id": "asda4494", "title": "Test object" } ], "errorString": "OK", "nextPageKey": null }
  • 53. Creating layers – 3rd party services  Instead of creating your own layer service, you can use one of the community created tools, e.g.:  Porpoise Open source server software created by Jens  Hoppala Augmentation Hosted solution, easy to use.
  • 57. Discuss. Gene Becker tw: @genebecker skype: gene.becker web: www.layar.com mail: gene@layar.com