mobile augmented reality v1

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Mobile AugMented ReAlity

One step beyond

Augmented Reality (AR) cannot really be called a new technology, but or frst timeit is available and ready to change the way people will interact with the world.This White Paper discusses the latest developments in Mobile Augmented Realityand summarizes the challenges and opportunities or the coming years.

Executive summary Contents:

Definition and Scope 2Technology Overview 3Use Cases 5Market Forecast 6Business Opportunities 8Augmented Reality Issues 10Conclusions 10

Acknowledgements 11

More Information 11About the Authors 11


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deFinition And SCoPeAn individual is leaving the hotel. Theyre a bit tired but

would like to eat something. Theyd like to know the

area to nd out where the nearest cash point (ATM)

they can get money rom is and i possible, a decent

place or dinner. They lit their phone to ocus on the

street, look through the screen and see that inorma-

tion about the buildings, shops and restaurants that

are in ront o them magically appears on the screen.

The closest cash machine is about 300m on the right

and the sushi restaurant located at 3Km at the end o

the avenue has many recommendations, including onerom their best riend, who is also a good reerence

or choosing a good restaurant. However, they do

not want to walk and wonder i there is a subway or a

bus to take them there. Again, they look through their

phone and see that the underground is 400m in ront

o them, but the bus stop only 75m away, and just in

our minutes a bus will arrive going in that direction.

Decision made.

The individual gets to the restaurant. Its really

authentic, so much so that the menu is in Japanese,

and languages are not exactly their orte. They ocus

their phone on the menu and the text is instantlytranslated to their language. Any urther questions are

resolved when the nal dish is depicted in 3D on the

screen.

This could be a scene rom the second par t o the

movie Minority Report, but the truth is that since

augmented reality (AR) technology has been incorpo-

rated to the new smartphone generation, users have

had real experiences like this that have been very

successul in the mass market.

A user simply has to download an application on to

a phone and look through the camera lens. These

applications take advantage o new navigation eatures

rom new terminals and allow access to the Internet tomesh inormation rom the two worlds and present it

in a simple and intuitive way. They greatly enhance the

ability to understand and process data about all that a

user can see and experience around them. It could be

said that AR technology enables high denition or the

camera phone. Suddenly, everything on the screen is

much more dened and clearer than beore.


3/12M Am Ra 3

teCHnology oVeRVieW

1) Example of iPhone Star Walk Application

The idea o incorporating virtual inormation into

objects is not new. It has been used or more than

20 years in specialized sectors, such as deense,

medicine and aeronautics. Augmented reality is in act

a term that was coined in 1992 by Thomas Caudell,

a Boeing employee at the time. However, it is only

rom mid-2008 with the appearance o smartphones,

like HTC Dream or Nokia N97, that it reached the

mainstream, taking advantage o all the unctionalities

that these devices provide.

Four key actors highlight the main reasons or this

rapid adoption by mobile users:

Democratization o smartphones: The highpenetration o these mini computers coupled with

the unlimited data fat rates associated with them

have led to a market explosion or applications and

Internet access rom mobile phones, leading to the

prolieration o on-the-go services.

Maturity o the market: Users no longer demandmere mobile applications, they want to live experi-

ences that are easy to use and that add value.

A boom in location-based services: The successo location solutions in recent years acts as anenabler or the takeo o AR solutions.

Consolidation o Apps Stores: In a very shortperiod o time, Apps Stores have managed to

position themselves as the users avorite distri-

bution channel o mobile applications and have

created a reliable ecosystem or the development

o new services.

Today, the use o AR technology has spread mainly

through the two mobile platorms already mentioned,

Android and iPhone, and although with current

penetration levels they are not dominant in the world-

wide market (yet), at the level o mobile service usageand revenue generated by their contents, they are.

As with all new technologies when they rst appear,

the market is currently very ragmented. Smaller

vendors, in some cases recent startups, provide AR

applications. AR tools and acilities are not standard-

ized so availability varies among mobile platorms. This

means that the organizations that want to exploit this

technology will need to choose between one or more

platorms to deploy their new AR services.

At the moment, there are dierent kinds o AR services

on the market that allow interaction with the outsideworld. These all into two broad categories depending

on the technology required to identiy objects:

Location and Recognition.

loCAtion

I an individual knows their exact position and what

their mobile camera is ocused on, they can represent

inormation about any object in their eld o vision

in 3D. This exploits the capabilities o the numerous

navigation sensors incorporated in the latest smart-

phone generation to help contextualize surrounding

inormation:

A GPS to accurately locate the users positionusing satellite triangulation.

A digital compass, also called a solid-statecompass, to measure the relative position to the

Earths magnetic North Pole. An accelerometer to detect changes in or ientation

and speed, and the variation o inertial motion,

including alling and vibration shocks. A gyroscope to suppor t the accuracy o the accel-

erometer and correct variations in the conservation

o angular momentum.

All these eatures, which were unthinkable in a mobile

phone just a ew years ago, are now the basis or thedevelopment o all kinds o AR services that impose

virtual inormation on real space. One example is the

award-winning application Star Walk (Fig.1), where

the terminal becomes a window or the recognition

o stars rom any position. By pointing the phone at

the sky and watching the screen, the user can obtain

inormation about any known object in the universe

and become a smart astronomer, at least or a while!


4/124 M Am Ra

2) Example of 2D code

3) Example of Shazam

Application

ReCognition

The second method is more complex. It is based on

the way that the phone is able to recognize the shapes

and sounds that surround it by identiying digital

patterns. Unlike the previous approach, this method

can also work in indoor spaces because it does not

depend on the users GPS positioning. How does it

work?

Using Markers: Small images that allow themobile device to recognize or translate content

must be given. For example, when 2D barcodes

(g. 2), now ubiquitous in the market, are read by a

terminal they are capable o generating an action:

play a multimedia video, send an SMS, connect

to a mobile web device, etc. LLA Markers rom

Junaio Company, can generate 3D content in real

time rom latitude, longitude and height as trans-

mitted to the terminal that is then superimposed on

the screen.

Marker-less indirect recognition. With Shazam

(g. 3), the mobile device hears a song on the radioand is able to identiy the album inormation to

tell the user who the author is and simultaneously

allow them to directly purchase the content. The

sound is captured about or 20 seconds and is

then sent in digital ormat to an Internet server,

where it is compared with a database o songs

to nd similarities and return a result (title, album,

singer, lyrics, etc.). A similar system, processing

the data in the cloud and delivering a result, is

used by the Google AR product known as Google

goggles. Among its eatures is the ability to provide

inormation about any monument, translate texts,

read labels on wine bottles, download inormation

rom a picture in a museum, etc.

Marker-less direct recognition: This modeis by ar the easiest to use as it is based on live

image recognition in real time. Any image or object

is susceptible to being digitized to provide a digital

identity that permits it to be recognized. Once this

has been done, a user simply approaches it with

their mobile camera and an AR application can

identiy patterns that shape it and display inorma-

tion or media, or project an image o a 3D object

to enrich it. At the latest Mobile World Congress

in Barcelona in February 2010, David Dohertyrom 3G Doctor, showed a proo o concept which

involves simply ocusing a camera on a medicine

bottle to obtain inormation about its use and

potential contraindications. In August 2010, about

550,000 Germans had the latest edition o the

Sueddeutsche Zeitung magazine sent to their

home. This is the rst magazine that can interact

with AR content simply ocusing a mobile camera

on printed images.

These are just some examples o how this new

technology is being integrated into daily lie, but

they oer an idea o how the market is evolving. Itis true that the market is still in an early phase, but

the possibilities that begin to appear are endless

and point to the birth o new services designed to

improve ones perception o reality.


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uSe CASeSCurrent eorts to develop Mobile Augmented Reality

services are ocusing on marketing services and enter-

tainment, but as greater use develops among users,

advertisers understand better how to use the medium

and technology becomes more mature, it will gain a

oothold in other major service sectors and will likely

be ound incorporated into the business processes o

many companies. Today, there is a great diversity in

regard to the actual application o technology in the

real world. There are no written rules o how to use it

and already there are several scenarios where AR hasbeen ound to provide clear value to the user:

Showing the price o an item o clothing and thelevel o stock in the store.

Checking the technical specications or a vehicleand its price rom dierent dealers.

Enhancing the tourist experience with contextualinormation about buildings and monuments (g.

4).

Knowing the store and stock position o itemsstocked.

Marking shops that oer more loyalty points andtheir best deals.

Submitting social inormation (a Virtual ID): emailaddress, LinkedIn, Facebook, etc.

AR can also enhance inormation via the simulation o

3D elements projected over surroundings.

Animating the illustrations in textbooks, magazinesand classieds with interactive content.

Displaying virtual ads on the acades o buildingsand deals on store sideboards.

Trying virtual shoes or sunglasses on ones realbody

Learning with videos that incorporate the cookinginstructions or a ood package or how to

assemble urniture.

Participating in social games by locating people.

And nally, AR helps people make decisions in asimpler way rom a ew years ago, by:

Showing the pharmacy that is closest andindicating how to get there.

Drawing the virtual route o the road whilst a userdrives on the real road.

Guiding the user in the supermarket to a specicproduct.

Indicating where and in what direction the nearest

public service oce is and checking openingtimes.

Indicating where the nearest city bike can be ound(g. 5).

Showing the way to the assigned gate whentranserring at an unamiliar airport.

In summary, in a very short time we will see how we

can make some o our daily activities more comort-

able thanks to some o the possible applications o this

technology.

4) Atos Worldline Louvre

Museum Concept Mobile App

5) Example of parking bikesearching in AR


6/126 M Am Ra

MARKet FoReCASt

(Source: www.augmentedplanet.com )

Currently, the success o Mobile Augmented Reality

relies on two main elements; the availability o smart-

phones that incorporate all required capabilities and

user communities providing applications and content

that others may nd useul.

The increase o application stores amongst both OS

vendors (iTunes App Store rom Apple, BlackBerry

App World, Nokia Ovi Store, Google Android market,

etc.) and network operators, allied to a steady rollout o

Augmented Reality-enabling technology on smart-phones, will lead to a greater number o Augmented

Reality Apps being made readily available to end

users, and to subsequent rapid increases both in the

levels o adoption and service usage.

The ollowing gure (Figure 6) shows how the total

number o augmented reality applications published by

Apples AppStore per month is holding steady, starting

in mid-July when the rst smartphones with the neces-

sary technology were available, with considerable

growth in mid-2009 with the launch o Apple iPhone

3GS. On average, there have been 35 augmented

reality applications published every month in the rst

hal o 2010.

F. 6 nmr f Am Ra appcas psh AppSr mh

Aug-08

Sep-08

Oct-08

Nov-08

Dec-08

Jan-09

Feb-09

Mar-09

Apr-09

May-09

Jun-09

Jul-09

Aug-09

Sep-09

Oct-09

Nov-09

Dec-09

Jan-10

Feb-10

Mar-10

Apr-10

May-10

Jun-10

Jul-10

90

80

70

60

50

40

30

20

10

0

Numberofapplications


7/12M Am Ra 7

(Source: Juniper Research)

There is no doubt about the continued development o

the market or Mobile Augmented Reality over the next

years and several consultants, like ABI Research and

Juniper Research, predict an exponential growth over

the next ve years.

According to the ABI Research study, Augmented

Reality: Adding Inormation to Our View o the World,

rom October 2009, handheld platorms will transorm

the Augmented Reality ecosystem, with revenue associ-

ated with Augmented Reality growing rom about $6million in 2008 to more than $350 million in 2014. As

advertisers learn to insert tags into navigation displays,

mobile advertising revenue will grow slowly, repre-

senting a large portion o revenues in the sector in the

2013-2014 timerame.

The report by Juniper Research, Mobile Augmented

Reality - Forecasts, Applications & Opportunity

Appraisal 2009-2014, rom November 2009, states

that the market or mobile-augmented reality serviceswill reach $732 million by 2014, up rom less than $1

million in 2009. These revenues will be largely derived

rom paid application downloads, subscription-based

services and advertising. This prediction can be

shown in the ollowing gure in which the total Mobile

Augmented Reality market is split by three revenue

streams rom 2010 to 2014. (Figure 7)

Initial service adoption will be driven by applications

based on location-based search, and revenues rom

mobile enterprise solutions will increase considerably

rom 2012 onwards, once enough Augmented Reality-

enabled handsets aer available. This prediction is based

on the availability o at least 350 million o smartphones.

The report noted that incremental revenues rom

subscriptions, up-sold content and licenses would

together compose the largest AR revenue stream by

2014, overhauling point-o-sale revenues.

F. 7 Mark grwh ( $m) M Am Ra

2009-2014

$800

$0

2010 2014

Advertising

Incremental

Point of Sale


8/128 M Am Ra

buSineSS oPPoRtunitieSMost o the applications based on Mobile Augmented

Reality available nowadays are designed to enhance

communication with the real world, aligning per ectly

with the new Context-Awareness Computer technology

wave. Smart Cities could be an interesting example;

live sensors automatically send environmental and

acilities status inormation, citizens act like sensors

and send real-time eeds about trac, emergencies or

social inormation directly rom their mobiles, and public

workers give real-time eedback rom their tasks, all

ultra connected, mixed and presented in an easy wayto the on-the-go end user, allowing them to take better

decisions and to be more ecient with time and lie.

More ecient is a trendy topic in companies that

aspire to survive in this globalized world. The neces-

sity o interaction with their surrounding has normally

been notably dierent to that o consumer markets.

Currently, mobile phones can interact with ERP or CRM

systems to boost business procedures by moving the

inormation to where the user is and making it always

available. The next step will consist o expanding this

interactivity adding recognition and location capabilities

to take business workers to the next level. They willhave a powerul tool that will allow them to see, eel and

hear better than with human senses, turning the mobile

phone into an extension o themselves. This means

they may dynamically interact with assets, objects and

people, sending and receiving automated contextual

inormation rom devices, delivering new tangible

benets to enterprises.

The opportunities introduced by this technology are

enormous. Many applications and services are currently

emerging in all sectors. The ollowing explains some o

these and their business models in dierent sectors as

a reerence or inspiration or a second generation o

applications:

PubliC SeCtoR

This is one o the sectors where many applications

are currently being developed. The main reason is

that there is a huge amount o inormation available

and Mobile Augmented Reality oers the possibility to

provide all this inormation easily to citizens to improve

their quality o lie.

Some examples were provided above regarding

improving travel experiences in the city using publictransport. However, many new applications can also be

identied: locating the nearest citizen acilities (Figure

8), providing relevant tourist inormation about a sight,

monument or museum, even allowing the user to see

on their mobile screen what that site was at any given

moment in the past, providing a map or the ability to see

through the camera the nearest public oces with their

opening times, oering additional inormation rom a

code inserted in a book as part o a game that acilitates

learning and encourages study, etc.

Urban management will be another interesting area or

the incorporation o this kind o technology: inventory,

control, tracking and reporting. Additional capabili-ties could be incorporated into the mobile devices o

task eld orces to increase the productivity o their

procedures: Which rubbish containers are ull and need

emptying? How many lamps need changing in this

street? Where exactly is that broken swing? The answer

will come easily i the worker can see it on the screen o

their mobile phone.

teleCoM

Mobile operators are the primary responsible entity

ensuring consistency and interoperability betweensensors, devices and networks. They will have an

important role in the value chain to provide better

network perormance and services and to try to

capture data plans and content revenues to grow ARPU

(Average Revenue Per User). Today, devices that are

not connected arent interesting. Recent movements in

terms o fat-ee limitations indicate that mobile opera-

tors are aware o this.

MediA & enteRtAinMent

This sector provides many opportunities mostly related

to the gaming industry and the new experience thatusers can have using this technology to play in a

real-world environment, interacting with real and virtual

objects. They may play games or un or use their

smartphone to bet in real time with odds adjusted in real

time.

Location-based marketing (when you need it, where

you need it), together with the inclusion o interactivity in

printed ads in press, magazines, catalogues, posters,

etc. and on TV will be another area o growth in this

sector, bearing in mind that it is a key area o investment

or advertisers.

8) Next to me, the City Council

AR Mobile App by Tempos 21,

the AO Mobile Company.


9/12M Am Ra 9

eneRgy & utilitieS

Workorce management applications or operations

and maintenance will be ed with real-time data rom

sensors to complement the inormation needed by

workorce teams in the eld. The inclusion o this

additional inormation and the virtualization o manuals

or maintenance will be the rst services incorporating

augmented reality. In this case, devices will be smar t-

phones and also new tablets with a wider screen.

Another application that will benet rom this newtechnology is the mobilization o data rom the CRM

system or the sales orce. Client data may be superim-

posed on the screen o the sales person when meeting

that client.

FinAnCe

The rst applications in the nance sector are around

marketing campaigns with customers:

- Providing the locations o oces and cashiers closest

to the customer along with additional inormation, such

as the distance rom the customer, whether it is openand a possible meeting time.

- Facilitating access to the redemption o the rewards

obtained rom credit card loyalty programs or clients

subscribed to them. Some o these rewards may be

used directly in shops with oers superimposed as

advertisements on the screen o the clients mobile.

- Adding interactivity to printed content with personal-

ized inormation.

Most o these applications can be created by incor-

porating inormation in specic mobile applications or

creating layers o inormation or third-party application

providers (Layar, Junaio, etc.). Many banks are already

testing these technologies in order to be early adoptersonce the technology and the market are ready.

induStRy & RetAil

A shop can reinorce the sale o its products by

providing enriched inormation about them. Several

examples can be easily thought o: placing a piece o

urniture in its nal location, providing a recipe to cook a

meal and showing where the ingredients can be ound

in the shop and the total cost o the recipe, showing

how clothes t and changing the color o the abric with

just one click to see which looks best, virtual oers in

window displays, etc.

In addition, businesses could integrate this technology

into sales supervision, stock control or asset inventory

and location. At the moment, SAP Business Objects is

working on a project to build an augmented corporate

reality prototype.

HeAltH

Imagine a patient who has to take 20 dierent medica-

tions per week, now imagine how a camera phone

(without the need or barcodes, text entry or NFC) canensure they comply with their meds and never orget

whether theyve taken them or not (because it time

stamps and can even video record every time it sees

the meds). Move this scenario to a hospital where

nurses have to know at every moment which and how

many medications a patient needs and i they are up to

date. Then think o a corridor ull o rooms with a lot o

patients. This technology could improve the accuracy o

tracking tasks by oering inormation in real time about

all patients in every room and their needs.


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AugMented ReAlity iSSueS

ConCluSionS

It is clear that Mobile Augmented Reality will provide a

huge number o opportunities in the coming years with

many new services in all sectors, but it is also evident

that providers should careully consider the potential

legal implications o enabling such services.

The main dierence that augmented reality introduces

with respect to existing applications is the provisioning

o content rom dierent independent sources, in many

cases anonymous, which changes requently. Thissituation is dierent rom that o a single authority that

controls the accuracy o all virtual inormation associ-

ated with a physical location. Imagine that someone

wants to sell their house and someone else with

whom they dont get on associates virtual negative

inormation with the inormation about the house that

can be accessed by anyone. I someone geotags

inormation about another individual, is that against

their privacy or it is part o their right to reely express

themselves? This is one o the main threats introduced

by this technology that is not currently regulated. And

while this may aect peoples privacy, it may also

aect businesses that depend on the inormation

being provided. The possibilities introduced by the

technology are huge, but negative use by criminals or

terrorists can also introduce new sources o concern

or governments i it is not regulated or controlled.

Security is thereore another critical issue when using

augmented reality.Mobile Augmented Reality as any new technology is

something that can aect anyone even i they do not

use it. There are a number o analogous cases that

have existed or a ew years; social networks where

people can upload photos and tag any inormation

to them. Mobile Augmented Reality applications

and services will have to learn rom similar situations

and the use o other technologies while there are no

concrete laws regulating it.

Atos Origin sees augmented real ity becoming a part

o everyones reality in the next ew years, trans-

orming mobiles into advanced sensors and lives into

connected networks. Augmented Reality Services will

emerge rom dierent sectors crossing over current

niches to generate direct benets to users, businesses

and workers. Because users will need to download

contents and inormation rom the Internet, network

perormance and cost will be key. Indeed, the lastmarket changes in fat-rate contracts may slow down

AR adoption.

Despite the need or standardization, it is unlikely to

occur in the short term as the ght between technolo-

gies has only just begun. And until a privacy regula-

tion that makes the medium more secure and clear

is created, or which it is advised to wait, dierent

cases will emerge that will highlight the limits o the

technology.

Atos Origin also expects that the natural evolut ion othe technology will transorm the mobile device into

a router or other Augmented Reality peripherals,

like glasses or car windshields, integrating dierent

Context-Enriched Services that will be born in the next

years.


11/12M Am Ra 11

About tHe AutHoRS

MoRe inFoRMAtion

Ricard Sala is the Business Development Director

o Tempos 21, an Atos Origin company specialized in

mobile solutions. He can be contacted at

[email protected]

Santi Ristol is the General Manager o Tempos 21,

the Business Development Manager or Atos Research

& Innovation (the Atos Origins R&D node located in

Spain) and a member o the Atos Origin Scientic

Community. He can be contacted [email protected] or [email protected]

The authors would also like to thank Antoine

Fressancourt (Atos WorldLine), Jose M Lpez

(Tempos 21) and Daniel Field (Atos Origin) who

contributed to peer reviews o this White Paper.


12/12

This publication has been prepared by the Atos Origin Scientific Community.Atos Origin helps its clients make the most critical choices regarding the future.Our Scientific Community, currently a network of some 60 members, representsa mix of all skills and backgrounds, and members come from all geographies inwhich Atos Origin operates. Its aim is to anticipate upcoming technology disruptionsand craft a vision to address the new challenges facing the IT services industry.Atos Origin is investing in the Scientific Communitys findings and making thisvision available to its clients and partners.

About Atos OriginAtos Origin is a leading international information technology (IT) services company,providing hi-tech transactional services, consulting, systems integration and

managed operations to deliver business outcomes globally. The companys annualrevenues are EUR 5.1 billion and it employs 49,000 people. Atos Origin is theWorldwide Information Technology Partner for the Olympic Games and has a clientbase of international companies across all sectors. Atos Origin is quoted on theParis Eurolist Market and trades as Atos Origin, Atos Worldline, Atos WorldGrid andAtos Consulting.

For more information: www.asr.cm

AugMented ReAlity SeRViCeS Will eMeRge FRoM diFFeRent

SeCtoRS CRoSSing oVeR CuRRent niCHeS to geneRAte diReCt

beneFitS to uSeRS, buSineSSeS And WoRKeRS.

mobile augmented reality v1

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