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Augmented Reality what is currently possible and what is the use

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2009 Total Active Media

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Martijn Arts


Total Identity Activities Positioning Profiling Founded 1963 TOTAL DESIGN

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2000 changed name TOTAL IDENTITY

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Group TOTAL IDENTITY - Amsterdam - The Hague TOTAL ACTIVE MEDIA VERMEULEN ALLCOMMUNICATION SOFTWARE No staff 112

Areas Consultancy Design Publishing Interaction PR Campaign Earnings 2005 10,7 mln 2006 11,9 mln 2007 14,2 mln 2008 13,4 mln Network partners Antwerp Bolzano Bremen Dubai Hamburg Lisboa Madrid


Martijn Arts Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Managing Director.

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Total Identity Shareholder Board of directors

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Social Networks LinkedIn Hyves Twitter (arts118)


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online

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WEB 1.0, 2.0, 3,0, …


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WEB 1.0

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WEB 2.0

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WEB 3.0

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WEB 4.0

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petitinvention.wordpress.com


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WEB 1.0

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1997-2005 “Everyones first time” Network as broadcasting channel fort text and images Paper publishing done on screen — no new concepts One-size-fits-all or broadcasting Contentmanagement “the web of documents” — page based internet Internet seen as antisocial Internet as speciality Use only on workstation


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Just words...

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world wide web — www hyperlink chatten forum newsgroups Gopher animated gif imagemap HTML e-mail homepage banner zoekmachine — googelen


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WEB 2.0

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2005-2009 Hype or marketing term — possibilities were always there Network as distribution channel — applications as modules Users own data — user generated content Best practices and archetypes have evolved in websites WIKI’s, RSS and webservices — website as mashup Open architectures invokes semantic web and free structures Social-networks and social communities florish Internet as part of everyones business Use at different places and moments — information based


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User generated content WIKI Blogging — moblog, weblog VOIP RSS AJAX Profiling Mashup Open source Tagging Widgets Social bookmarks


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WEB 3.0

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2009-2010 Transformation to a more seamless and interoperable whole Network as platform — integration of modules and channels Distributed databases — the ‘World Wide Database’ Open service business models — Webservice interoperability Transformation to a more seamless and interoperable whole Open X — OpenID, -APIs, -data formats, -source, DataLicense “People are part of the web” Internet is not mentioned anymore Everywhere anytime — ubiquitous connectivity, X-chanel


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the intelligent web Grid and cloud computing Open Data License Roaming portable reputation Semantic web — folksonomy Autonomous agents Statement-based datastores Machine reasoning Twitteren e-Ink Jan Chipchase (Nokia)


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WEB 4.0

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2010-? Web-based information / -applications integrate in real world Technology is becoming invisible — it really is a vehicle Integrated streaming media — flow of emotions Open media communication — psychology of machines Location, information and time interoperate — the Borg Any media is searchable / integratable — visual search etc. Augmented reality — extensions to everything we know Everything is touchable, communicative etc. Beyond channels and semantics — rich content / rich media


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Just words...

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pocketable — wearables extreme rich media real time associations associative learning augmented reality technology literacy blurring boundaries invisible, social cues ambient technology contextual profiling serial-solitary


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Augmented Reality


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(short) VIDEO “MINORITY REPORT”

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Augmented Packaging 22


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(short) VIDEO ON AUGMENTED PACKAGING

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Packaging

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Explanation on how it works for service Selling the product - sales and promotions Explanation can be personalized Using multimedia to “tell a story” Adding interactivity results in an experience

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Augmented Presenting 25


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(short) VIDEO ON PRESENTING

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Presenting

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Adding experience to a presentation Creating dialogue Adding new dimensions Adding extra information Visualizing otherwise abstract info

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Augmented Advertising 28


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(short) VIDEO ON ADVERTISING

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Advertizing

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More powerfull communication Adding moving elements Using personal stories Idols can explain the product Extra information on the brand Adding social stuff to campaign - highscores

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Augmented Publishing 31


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(short) VIDEO ON AUGMENTED PUBLISHING

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Publishing

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“images say more thatn a 1000 words” Especially good for publishing on architecture e.g. Crossmedia publishing Adding 3D visuals to stories

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Augmented Visualizing 34


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(short) VIDEO ON AUGMENTED VISUALIZING

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Visualizing

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“images say more thatn a 1000 words” Learning by doing - good for education Explaining trends and differences Making statistics visual

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Augmented Exhibiting 37


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(short) VIDEO ON AUGMENTED EXHIBITING

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Exhibiting

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Adding interactivity results in an experience Being able to step into another world Go back in time and experience how it was Especially for education and school tasks Making stories come to live

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Augmented Retailing 40


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(short) VIDEO ON AUGMENTED RETAILING

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Retailing

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Shopping made more easy by adding information What is good and what not? What did I take last time? What do my friends say about this product? Is it environmental friendly? Where can I get this cheaper?

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Augmented Touristing 43


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(short) VIDEO ON AUGMENTED TOURISTING

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Touristing

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Image recognition so no GPS Adding layers to reality Adding directions Blurring boundaries - mixing real with unreal Create an experience in a tour

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Augmented Maintaining 46


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(short) VIDEO ON AUGMENTED TOURISTING

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Maintaining

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Step-by-step explanation of repairing a car e.g. Adding howto’s to tasks to everything - IKEA e.g. Including alerts for hazards and expert help Realtime ordering for stuff that you need Location independent assistance

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Augmented Clothing 49


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(short) VIDEO ON AUGMENTED T-SHIRTS

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Clothing

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Personalization Real time information Adapting to time and space Context aware Social bonding

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Augemented Me

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(short) VIDEO ON AUGMENTED ME (iTATOO)

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offline © TOTAL IDENTITY

2009 Total Active Media

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Martijn Arts


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