TI on the BBC: Augmented reality goes beyond gimmicks for business

Myles Peyton, our Sales Director in the UK, has been interviewed on the BBC earlier this month.

According to Myles, AR’s added value lies in its ability to let consumers interact with products that are fully and accurately modelled in the virtual world. “We know that the longer somebody touches a product, the more likely they are to purchase that product. So by giving them a virtual product, it can drive and uplift sales.”

Our Partner Network in Asia, Stronger than Ever!

A year and a half after the opening of our Asian subsidiary, we are glad to see that D’fusion solutions are considered as the state of the art of Augmented Reality in Asia. All 5 case studies published on the blog Penn Olson (the Asian Tech Catalog) feature realizations by our Asian offices and our partners in Asia.

Two of the awarded projects were lead by our partner AR&co in Indonesia: the Toyota Yaris cross media campaign and the Kompass AR Newspaper project.

The Pringles Campaign, developed in China by Axis 3D and Total Immersion was also distinguised for the uniqueness of the interface using the packaging to control a football player.

Also featured is our Singaporean partner XXX Studio, who delivered an inspiring AR presentation for Bill Chang, EVP of the Business Group of SingTel last September.

Last but not least, Ya de Li Technology, our partner in Taïwan, was awarded for the Citizen Watches Augmented Reality Fitting Room released last month.

More than ever, we are very proud of our partner network!

Expert Review : Olivier Audouze “Augmented Reality enters advertising in Social Networks”

From Olivier Audouze, Marketing Director, Total Immersion

There are no doubts that Augmented Reality is one of the technologies that will exponentially develop in the years to come. Originally seen as a mere technological showcase or a just a fad, it has now demonstrated its pertinence amongst a vast field of various applications and sectors of activities : Entertainment, Culture, B2B, Events….all of which being part of practices now elected both by the professionals and the general public. Augmented Reality has therefore today embarked on a phase of industrialization; a door opener to new horizons.

In this framework, it is clearly noticeable that Augmented Reality is entering the web and turning towards new worlds such as online advertising and social networks. This trend is grandly supported by the advertisers and the brands. It sets itself within the evolution of web marketing strategies for any companies seeking new effects to optimize their product launches and to generate the Wow effect on the web. The main objective of these new practices is to amaze and to target a site audience as wide as possible through social networks.

We are today experiencing an increasing ramp-up of new initiatives allowing companies to smartly combine online advertising, such as adword, traffic generation through social networks and augmented reality. This concretely creates website traffic and builds an emotional factor between the product and the consumer who is experiencing augmented reality from a personal computer.

Such clever combining of expertise aims towards a clear ROI in terms of visibility. It is a known fact that catching a site visitor’s attention significantly contributes to an increase in time spent surfing different parts of the website. This fact is a strategic element which can largely affect sales or enhance the development of a promotional campaign.

Social networks and online advertising therefore offer an exceptional growth potential to Augmented Reality which itself benefits from the huge success of 3D technologies on a worldwide scale. No longer just an intent, the first integration of augmented reality to online advertising offers and social networks has already taken place : http://apps.facebook.com/tasbeeraman/

It appears that this new promotional tool is establishing itself as a must have in the short term. It is noteworthy to mention that by implementing such innovations, online advertising and social networks experts will have the possibility to optimize their business model and to integrate new revenue streams. This is particularly true for social networks that can have certain difficulties monetizing their tool.

Once again, Augmented Reality, is at the heart of a significant rupture in behavioral patterns and is contributing to the emergence of new practices. There is no doubt that initiatives combining online advertising and social networks will soon multiply.

Expert Review : Bruno Uzzan “AR: A New Human Interface — and the Next Killer App?”

Mediapost Online Media Daily

Bruno Uzzan is co-founder and CEO of Total Immersion.

What becomes a killer app? How does an application go from being merely great to becoming transformational? Where augmented reality (AR) is concerned, dare I suggest that it begins with good technology? “Good” in this context means: robust, scalable, reliable, lightweight, easy to deploy, even easier to use.

But before AR can become a new killer app, it must be understood for what it is — a new human interface. AR is nothing less than a new way of seeing, a new mode of interacting, of enabling us to explore scenarios that don’t exist in the “real” world. By inserting ourselves in the scene, being the hero of our own game, seeing ourselves in 3-D, a kind of “reality TV’ effect takes hold.

As an emerging platform, augmented reality doesn’t depend on mobile, kiosks, window displays, or breakthrough baseball cards — however magical and engaging these deployments may be. It depends on the technology being all those things referenced a few lines up. AR apps of course have to be unbreakable; but what they really have to be is unforgettable. And technology is fundamental to attaining that precious intangible.

AR needs to be viewed in that context, a technology platform that is more than versatile enough to flourish beyond digital marketing. Certainly, enabling web-based AR quickly opened up an enormous array of digital marketing applications. Digital marketing is still the very visible tip of the iceberg, but below the water line, there’s a vast array of applications — many of them transformative — that are poised for development, even as marketing applications mature.

Where is AR going? Let us count the places: e-commerce, especially retail; experiential education; science and medicine (think: retinal surgery); embedded in durable consumer products, from toys to apparel; architecture and development; public safety and transportation. And that’s just for starters.

With augmented reality proliferating on multiple screens and in various guises within such a brief period, the challenge now is to decipher what truly is AR from what’s being billed as AR, and to understand how these very different versions – and visions – compare.

AR is a trend, not a gimmick. It’s a new paradigm that encompasses anything digital or virtual that “crosses over” into your real environment. We all need to catch up to the technology – it’s evolving so quickly that it’s been difficult to process and even more challenging to assimilate. We’re stepping into a new world, where a variation of Moore’s Law applies: capabilities and application knowledge are growing almost exponentially. The skillset is expanding accordingly, and AR will be even more pervasive a year from now. Markerless tracking – which relies on natural targets to trigger the AR experience – figures to be a key element. Ditto for face-tracking, hand-tracking, other gestural techniques – even RFID.

Like so many things, AR started cool but is already becoming more “serious.” During the last year, brands have been underwriting, providing consumers with free novelties. But while that’s apt to continue for some time, the stirrings of a new industry segment – defined in part by its own killer app – are undeniable.

The progression from entertainment to real utility, from custom installations to commoditized products, is now under way. Watch as it continues to unfold. It should be quite a ride.

For real.

Expert Review Bruno Uzzan : “Augmented Reality Boosts Printing”

Linked to print, it makes an immediate impression, with visits that can be documented.

By Bruno Uzzan CEO of Total Immersion — Graphic Arts Online

Augmented reality (AR) has been in the consumer mainstream for less than a year, but the technology has been around for considerably longer. Enabling Web-based AR has quickly opened up an enormous array of digital marketing applications. Digital marketing is the very visible tip of the iceberg, but below that water line, there’s a vast array of applications—many of them transformative—that are poised for development, tied closely to printing.

AR is a trend, not a gimmick. As some forward-looking brands have demonstrated, it’s nothing less than a new human interface, a new paradigm that encompasses anything digital or virtual that “crosses over” into your real environment. As such, this begins to define a new type of interactive, sensory engagement.

Analyst Christine Perey, principal of Perey Research & Consulting, recently described the trend in this way: “Augmented reality is a way of mixing digital information and the real world in a highly interactive manner and, though in its infancy, it is already proving to be useful.” more

Expert Review : Bruno Uzzan “A Real-World Vision of Augmented Reality”

Bruno Uzzan, CEO and co-founder of Total Immersion is talking about Augmented Reality on Adotas.

Augmented reality (AR) has been in the consumer mainstream for less than a year now. While the technology has been around for considerably longer, enabling web-based AR quickly opened up an enormous array of digital marketing applications.

Digital marketing is the very visible tip of the iceberg, but below the water line, there’s a vast array of applications — many of them transformative — that are poised for development, even as marketing applications mature.

Let’s be clear: AR is a trend, not a gimmick. As some very forward-looking brands have demonstrated, it’s nothing less than a new human interface, a new paradigm that encompasses anything digital or virtual that “crosses over” into your real environment. As such, this begins to define a new type of interactive, sensory engagement.  more

Expert Review : Olivier Audouze “Towards the industrialisation of Augmented Reality”

Towards the industrialisation of Augmented Reality

More than ever, augmented reality technologies set themselves in the world of promotion, of marketing and professional applications. Fun and revolutionary, they offer brands a new mean to promote themselves, more in line with clients’ needs and expectations. Nevertheless, it appears that advertisers no longer wish to rely on original technologies but would rather commit to industrial and secure infrastructures.

Two processes of augmented reality are available to users. The first one uses black & white marker printed on the visual or the packaging of the product. The second method is able to directly recognise the visual printed on a product or a brochure and has the great advantage to be useable on any existing supports.

This more advanced system has already won votes amongst professionals. It is nonetheless, important to consider the various technological options currently available within this MLT technology (Marker Less Tracking) in order to design the key line of the new standards.

Plug-Ins

This is currently the most widespread approach on the market as best responding to clients’ expectations in terms of safety and interactivity and is therefore elected for its reliability. In fact, this is not the only reason for the success of the plug-in technology. The smoother and more professional 3D enhances the product through greater quality of visual, as well as the possibility to bring products to life and to create immersive applications. On the other hand, this technology necessitates the installation of a proprietary plug-in to fully use the application.

Flash technology

This process is mostly used as a mean to demonstrate rather than being part of a global business strategy. Despite its definite assets (the installation of a Flash plug-in is simple and reassuring for the user), three major stumbling blocks comes in the way: the sturdiness of the tracking, the 3D quality and the protection of the contents.

There no known professional Flash solution to-date providing an acceptable identification and tracking of the image without the use of markers. Current Flash Players 3D performances are limited and the only way to obtain a satisfactory quality is to work with a limited amount of polygons which considerably increase time and thus cost of production. Furthermore, Flash Player does not guaranty a real protection of the algorithms and associated content.

As explained above, beyond the qualitative aspects linked to 3D and to image tracking, mastering security aspects is an essential prerequisite to any massive internet deployment. Data pirating and manipulation of contents can prove to be disastrous for a promotional campaign. It is therefore important to realise that security is a real concern for advertisers and market suppliers are compelled to rely on technologies guaranteeing a total integrity of their contents.

To-date and as stated previously, only plug-in technologies are able to respond to such a genuine request.

With this awareness of the necessity to conciliate ease of usage and security, augmented reality professionals must provide a new standard to include all of these virtues. This is where we see the emergence of a new processing method –  the Flash MLT, combining the advantages of both methods. Thought and developed with an industrial and professional approach, this innovation should quickly position itself as a reference standard in augmented reality. It represents a real technological revolution, it could rapidly lead to the widespread of augmented reality technologies on Internet and to the development of always more exciting projects.

Olivier Audouze

Product Marketing Manager Total Immersion

%d bloggers like this: