"harness the disruptive power of ar" presented at vr on the lot 10 14-17
TRANSCRIPT
The Disruptive Powerof Augmented Reality
Charlie Fink
Contributor, Forbes
Contributing Editor, VR Voice
@charliefink
About Me• Columnist and Author, Forbes ,
Huff Po, VR Voice, Cinematic VR, etc.
• Entrepreneur (2 for 4 on startups)
• Producer of 30 Theater Productions
• President, AG Interactive 00-04• SVP, America Online 95-99• EVP, COO, Virtual World
Entertainment 92-95• VP, Disney 85-92
40 Years of Disruption
• Audio Cassettes
• Video Cassettes
• Personal Computers
• Cellular Phones
• The Internet
• Smart Phones (handheld computing)
• AR & VR
Things I Know Are True
•Technology succeeds when it makes what we are already doing better, cheaper and faster
•The killer app is other people
•Everyone overestimates the short term and underestimates the long term
Augmented Reality in Popular Culture
HUD, Object Recognition, AI
Telepresence (Holoportation)
Microsoft Holoportation Experiment
DOD Classified: Who Is The Hologram?
Heads Up Display From Honda
AR Is Already A TV Star
Pokemon Go
Google Tango, ARCore & Apple AR Kit
PHYSICAL REALITY DIGITAL REALITY
The Mixed Reality Spectrum by Milgram & Kishino
MIXED REALITY
DIGITAL REALITY PHYSICAL REALITY
Microsoft Mixed Reality Spectrum
Windows Mixed Reality – Holographic headsets (see-through)
Windows Mixed Reality – Immersive headsets (occluded)
VR todayAR today
PHYSICAL REALITY
DIGITAL REALITY
MIXED REALITY (MR)
Mixed reality blends the physical and digital worlds to produce new environments where physical and digital objects co-exist and can be interacted with as if all of them were real.
The “Old” Definition of MR
AR Covers Most of The MR Spectrum
• Less Immersive • Enhanced 3D Handheld•Depth sensing• SLAM
•Headmounted AR•Hololens•ODG•Meta
In Mobile AR, The Camera Is The Interface
Time Shifting Between Screens Is A Problem
AR Makes HMDs Inevitable
Just In Time for Christmas
Disney Star Wars AR Zapbox Cardboard AR Mira Prism
Available AR HMDs
• Hololens - $3,000 (developer edition)
• ODG R-8 – Under $1,000 via Megu (China)
• Meta 2 – $1,000 (developer edition)
• Lenovo/Star Wars - $200
• Mira Prism - $100
• Zapbox Cardboard - $50
Challenges Of Consumer HMDs
• Cost
• Ease of Use
• Killer Apps
• Optics/Field of View
• Fashion
• Power/Heat
• Ergonomics
The Real Competition Begins in 2019
• Snapchat Specs 2.0
• Facebook “Pacific”
•Apple
•Magic Leap
Magic Leap & The AR of Tomorrow
State of AR Today • AR Capable Hand Held Computing
• Google Pixel, Lenovo Phab2• Apple iOS 11 Phones & iPads • Facial Recognition, Depth Sensing
• Experiential Marketing• Filters• Art• Toys• Games
Today, The Cash Is In Our Hands
• Microsoft – Hololens, Windows 10 MR
• Apple – iPhone 8, ARKit, VR Peripheral
• Facebook – Rift, Oculus Store, “Pacific” AR HMD
• Google – Cardboard, Daydream, Stand Alone VR
• Samsung –Gear VR
• Sony - Playstation VR
The Big Guys Are Making Big Bets
• Personal Computer• Email
• Shopping
• Social Media
• Smart Phones• Messaging
• Photography
• Maps
• Music/Media
Killer Apps
App Killers
• Poor Ergonomics
• Bad Economics
• Phone Upgrade Cycle• Compatibility
• Missing Infrastructure• The AR Cloud
Enterprise Goes First
• Military
• Building Design & Construction
• Industrial Maintenance • Remote Experts
• Medical• Monitor Consolidation
• Heads Up Display
• Sales & Marketing
Experiential Marketing With AR
• Social Media
•Product Marketing
•Projection Mapping
• Tabletop AR
• “Floating” Holograms
•AR Enhanced Shopping
• Fan Experiences
Biggest Challenge: Must-Have Content
• Experiences and apps
• The people connection
• E-Sports
• The Value of Franchises
Platform Builders Underwrite Early Content
•Pay developers before platform reaches scale
•Oculus 250 M investment in content
•HTC ViveX Venture Fund, Oculus Story Studio
Cinematic AR & VR
• Tools• Blocker
• The D.W. Griffith of AR/VR• Nominations • New Strategies
• Agency and immersion• Who, What, Where• Worlds, Instructions
Immersive Theater• Sleep No More
• Escape Rooms
•Disneyland
3D Animation
• VR Animation Studios
• Baobab
• Penrose
• Virtual Reality Co.
Cinematic Realism in AR and VR
• Holograms and Volumetric Capture
• Photogrammertry
• AI
• Transferability of assets
Getting In On The Action
• App Sales
• Licensing
• Location Based
• Experiential Marketing
• Theme Parks
• Sports, e-Sports
• Production Arts & Services
• Animation, Game Design, Programming
• 360 Video Production, Services
• Capture & Photogrammertry
Thank You!
@CharlieFink