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Presentation M-Days 2011-01-28, Frankfurt/M, PDF



strategiclabs 2011 presentation available: viewing+download


From Augmented Reality apps to Augmented Worlds

Willi Schroll, strategiclabs M-Days, Frankfurt/M



urce: By Laitr Keiows [CC-BY-SA-3.0]

strategiclabs 2011

Futurists are analyzing all the signals to

get the big picture

strategiclabs 2011 Source:

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Augmented Reality today

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Augmented Reality in Gartner Hypecycle

Source: 2009

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What is Augmented Reality?

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Augmented Reality is more than Augmented Perception

Source: Nokia,

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The special thing of Augmented Reality is that it involves the senso-motoric loops

Sources: AR browser: Wikitude; AR drone:

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Direct manipulation is the most intuitive way to interact with the data in the environment

Source: AR Social Shopper and AR conferencing:

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Genuine Augmented Reality is involving our reality construction

Reality Construction

Source: X-ray:; AR conferencing:

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AR effect for user experience

The space of interaction is exploding: From the display to the physical world

Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap ISMAR 2009:

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Add sensors, web of things, gestural UI!

AR is a kind of transmedia, a frameless, limitless outernet

Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap ISMAR 2009:

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The impact of Augmented Reality

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AR is starting a new mode of interaction with the environment. Impacting life and work!


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In 2020 we will see all kind of layers like we have an ecosystem of twitter streams today

Corporate layers, event layers, personal layers, group layers examples:

Today: Activity streams Tomorrow: AR layers

@mdays &mdays @wschroll &wschroll

@google &google

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Bruce Sterling, scifi author + visionary thinker

We can put any reality we want into your brain, now the issue is what reality should

we put there.

Source: Bruce Sterling at ARE2010,

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The implications of Augmented Reality

strategiclabs 2011


Augmented Social Networking

Local Immersion



Social Search

Hyperlocal Offers

AR Advertising

Context Intelligence Small Worlds


Predictive Marketing

Ambient Intelligence

MAR at Home

Augmented Signage


Realspace Realpeople

Reality Design

Reality Mashup

Instant Reality

Augmented Media

AR Commons Hybrid Intelligence

360 Transparency

Reality Stream

Mixed Reality Games

Reality Mining


Blended Learning 3.0

Augmented Reality User

Search Commerce

Socializing Entertainment



MAR Event Guide


MAR Ecosystem

Ubiquitous Shopping

Affective MAR Sensor Fusion

Hybrid Tracking

Obectlinked Customer Interface

Object Recognition

Face Recognition

Augmented Identity


Civic IICT

Augmented Dating

Immersive Edutainment

Knowledge Symmetry


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Hayes16 business models ... some waiting

Augmented Reality


Gary Hayes: 2009

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The maturity gap

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Usability is still weak

The interface is quite in its infancy.

Source: Fraunhofer IGD,

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Breakthrough technologies?

AR Glasses and lenses

Source: 2010

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Augmented Reality maturity

Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap ISMAR 2009:

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Pioneers preparing the new

Source: Robert Rice, Ori Inbar: Augmented Reality Roadmap ISMAR 2009:

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AR-enabled transparency for smarter living

Source: Map of the Decade 2010s / rossdawsonblog-com (yellow frame added for emphasis by author)

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Thank you for your attention! twitter: @wschroll Xing MAR group

LinkedIn ARBcon group

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How to connect with the Augmented Reality Community

Xing Groups: MAR and AR

LinkedIn Groups: Augmented Reality Professionals, Augmented Planet, Mobile Augmented Reality

Next events / planning


17-18 May in Santa Clara


April 2012 in Berlin


View more >