Whats Augmented?Whats Reality?Istvan SiklossySr. Director of Software Engineering, Vuforia, PTCOctober 18, 2016

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The title of todays presentation is called Whats augmented, whats reality?.6+ years developing the Vuforia AR engine Balance the huge expectations for the technology in the long term, while setting realistic expectations of what it can do today.Talk to you about that and highlight long term potential as well as focus on what is real right now.Show you the use cases and concrete application examples that are successful today.

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AR/VR is the fourth major platform shift- Tim Merel, Digi-Capital

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Nr.4th wave So from desktop Web mobile AR/VRFrom Early days: AR gimmickyTo: next major disruptive wave in computing platforms. Apple CEO Tim Cook: Remarks about AR potential being bigger than VRWhy is the potnetial so big? Why are the big guys like google MS, Facebook, Apple investing so much into it?First, AR has the potential to be used by everyone.AR from an end-user experience still leaves you in the real world.VR on the other hand teleports you into a different reality, more of a solitary experience like TV or consoles at home. Second: ARs ability to be used anywhere, particularly when we have AR glasses on our head.Disruptive to smart phones todayThink broader and realize disruptive to any device that has a screen.Example: replace TV, replace projectorAR enormous potential: replace any device that has a screen today.But lets come back to what is real, what can AR do today.2

Market & Sell

Create

Operate

Service

Application Areas

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Nr.Vuforia 30 000 apps in the markets and 30 + more in development

We can look at these from a business/product perspective, we can create the following taxonomy for AR apps

Will show you some examples

Market and Sell their products. Create products: Use AR in the design processOperate: how do I use productsService: How do I service and repair them?3

Market & Sell

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Nr.Most traction to date - Many of you know these and I will be quick hereMarketers are attaching AR experiences to physical products & marketing materialsSome gimmickySome are very usefulSee before you buyAR lets you see the product you intend to buy at home before you buy itNotable examples include:FurnitureTVCars (Some in small size, some even in real size)Very compelling, proven to workCompanion experience for physical productsIn particular toys

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Nr.LEGO Nexo KnightsProbably best example for what is happening with AR with toys for kidsPhysical play sets of knights + shields that unlock special powers. Kids want more playset to unlock more.Happening with other toy manufactures, Mattel, HasbroMotivation: Kids are excited about iPads industry need to create connection back to phyiscal toy,Another example: Colouring booksOther Marketing use case: Photo sharingStar wars app lets you see Star wars characters in AR next to the movie poster and lets insert your friend, record a video and shareSnapChat are adding AR to their app. In some way AR is the ultime personalized user created content.This was marketing and sell, moving on to create products5

Create

Nr.To see things before I build them as part of the design process Virtual prototyping Make change and show immediately in real scale6

Operate

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Nr.Today learn to use a new physical product at home or at work, user manual..User manuals usually a low point in the UX: boring to read, not always easy to follow.Even worse manual can contain instructions for more a family of models, sometimes need to jump to the right blockAR and IOT can solve all of these [start playing video]See this illustration of operational instructions for a coffe machineInformation right on the object in 3D, as if you had someone next to you IOT: Relevant instructions for your specific model or even specific instance

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Service

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Nr.Most valuable use of AR in the Enterprise will be step-by-step instructions Again get rid of every manual replacing it with 3D informationWill come back to this later: Instrucitons often exist in 3D ontop of the CAD models that make up the products and are translated to 2D for print. Now can be played back in AR directly.

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Computer VisionContentCreation

Fragmentation

Challenges

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Nr.What are the challenges?9

Computer Vision

Nr.To deliver on the earlier use case we need toRecognize object / Calculate 6 DoF pose / Track at 30 or 60 fpsIn some cases: Reconstruct the environmentCV is hard.Us humans ar very good at recognizing any objectChallenge lies inappearance changing across environmental conditions (lighting, reflections, shadows)Appearence changes over time (e.g. gets dirty)Vuforia includes some of the most powerful CV and object recognition and tracking technologies in the Vuforia Engine. Ultimate goal: Universal object recognitionrecognize coffe machine, recognize industrial equipoment, recognize toyToday no one technology that can do them allActive area of computer vision research. We ourselves at Vuforia are investing hard into a generic object recognition technology.To enable these use cases today we have recently released the VuMark10

Nr.VuMark: Customizable code for AR.

Customized look and feel.Encode data to recognize specific product

Basis and first step for universal object recognition challenge.

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Content Creation

Nr.AR depends on 3D content, which is difficult and expensive to produceGood news: There is a tremendous amount of 3D content that already exists in the form of CAD dataNow you can appreciate why PTC, a CAD vendor is so excited about AR. PTCs customers have a lot of CAD dataAll this CAD data is just screaming to be published in AR where it can be used to create, operate, and service productsWell start to see tools to publish CAD data into ARCAD data and tools to simply create step by step instructions are critical enablers and help drive adoption of AR.

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FragmentationTabletsStandalone PhonesMonocular Binocular Tethered Add-inViewers

VR ViewersDigital Eyewear

Nr.Make it Work EverywhereIt is important for AR experiences to be able to be triggered across multiple devices and form factors (phones, tablets, VR viewers and eyewear)Different form factors require different approaches to AR, this is a challenge for the industryVuforia supports many of these above and this is an area we have created an API that allows to build a single application to span thoseEach device has different requirements so we work closely with OEMs to optimize the experience

E.g. HL

DEVICE LISTAdd-in Samsung Gear VR, Cardboard, ViewMasterStandalone Pico Neo, Qualcomm 820VR, Wireless RiftTethered HTC Vive, Oculus Rift, Play Station VRMono Google Glass, Recon Jet, Vuzix M100Bino HoloLens, ODG, Epson

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Nr.Microsoft BUILD Caterpillar Demo video

So in summary:Why AR potential is so bigWhat use cases work todayThe challengesThese are hard problemsOur role/mission in the ecosystem is to SOLVE these problemsOur mission is to democratize AR14

Istvan SiklossySr. Director of Software Engineering

vuforia.com

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