 Very welcome cyborgs. Can we do a test and see if you're the high-tech cyborgs? Yes you are My name is Mikaela Schmid, and I'm going to be the curator for this session about augmented reality I've invited two brilliant minds, which I'm so happy for you to meet and one of them It's going to be here on stage and the other one we're going to meet later on Skype and hope that turns out well I've divided this session into three main categories and I want to explore what to do with augmented reality in marketing and media and business and industry and Retail and consumption, so I want to get good examples on what to do with augmented reality and and Yes, sorry But first to talk about this session I want to start with a short three slide introduction on on on the subject augmented reality and Then I want to show some video examples from each category and then we're going to jump back and going to meet Alex Olwal, which is the first guest He's actually a Swede but he flew all this way to talk about augmented reality for industry application and I actually met him once before and he I don't think he knows it But he blew my mind talking about a kind of screen. I will perhaps tell you about later So just please say very welcome to Alex Alex with an applaud The next guest we're going to meet is called Viviane Rosenthal She's from New York and she's the owner and founder of Goldrun an augmented reality mobile platform, especially for retailers and It's going to be interesting. I hope she's going to tell us about the next launch of Goldrun Which is going to come out now in September But then the introduction There's a lot of talk about the hype cycle of new media and I just wanted to run you through the advantages as I see it with augmented reality and I think the biggest biggest advantage is that it's a simple user phase Anyone can use it if you're if let's say you're not very fly on using a computer Or maybe even don't use your mobile phone To other stuff than maybe calling sending a text message or making a call Without me augmented reality, especially with if it's an in-store solution or maybe it's In the city and on a billboard you can even then you can interact with the information That's on a screen just with gestures and and moving around so I think it's a simple user phase user interface and I actually invited Lego to come here and there's a Danish toy manufacturer from But they said actually said hi to the audience so hi from Lego and They but they couldn't come because they were too busy developing their next venture of augmented reality I think many of you perhaps have already heard of their augmented reality solution in store it's called digital box and You're going to see it later on in this presentation So that venture was really successful for them. They've tried it worldwide and are now going to develop their Venture further so that's I think it's very funny and the other very Advantage of augmented reality as I see it is that it's real-time information As you can see here in this image. It's a launch of a product camera, which is going to be now in our August It's a for you film fine picks if 600 x qr And it's they claim it to be the first camera with a built-in augmented reality function that they call landscape navigator and This landscape never get it works kind of I guess you've seen layer a mobile phone application Kind of the same that you have your camera and if you're going to a different country or city And you want to take a photograph of a long landmark You can get information on that land market that you see on the screen right onto your own screen You can also use it to find your way back to a previous place you've been visiting before so that's use of augmented reality in product And I want you also to give give you another example which is more Visual about the real-time information. So if I think this is a Concept, maybe it maybe it exists as an app too But if you imagine a screensaver a Twitter client screensaver, which is visual when a bird flying Pass you with the latest twist and if you want to read it later, you can just put the bird on a branch So so that section in an example of a real-time information So you know how fresh the information can be in this new layer onto onto the screen So the interface is simple and the information can be very updated How many in here? Went to see month's odd loss presentation about the Internet of Things. Can we do a hands-up? Yes, not all but I would say that augmented reality is kind of the same the concept within Internet of Things is that physical objects are connected to virtual information and I would say augmented reality is kind of the same although visual is visual presentation of that kind of information So as you can see here in the these examples There's lots of kinds of digital interaction going on on right now Maybe I should jump away. You see the touch screen in the right and left you can see This tapping of your mobile phone on a reader and then you get information to it. That's near field Communication you can also see the interactive surface with the girl running on to an edge and These are many kinds of interactions digital interaction user interfaces and I believe that augmented reality is one of these new media and I actually think that This is a whole new Emerging market and of course augmented reality is one of them But augmented reality alone won't hit like is it going to hit and replace all the other media? No, it won't but it's going to be one of them And I think the use of it are going to increase a lot and the real reason Why I'm here is actually I'm so excited of all the great things you can do with augmented reality both for communication for utility and for entertainment purposes so I want to give you know a couple of examples and it's nine videos and but they're short so hang on there and I did as I told you I divided them into three categories and augmented reality can be viewed on three kinds of screens So keep an eye out for three different kinds of screens in these movies So as you saw there were three kinds of augmented reality and it was web-based for your portable or stationary computer It's for mobile phones And you as you saw it was layer of vision and knew the second version of layer Which you can check into and then also you have standalone systems Which is maybe on a billboard or in-store solution or maybe you're passing by a Shopping window or something And in the next three movies movies Please check out for three ways to trigger augmented reality Or actually there are only two and the third is coming in the next movies Are you ready? Anyone Trying to highlight the fact that they are working in renewable energy Which they are and this technology the augmented reality If I taped a thing to my album and now I'm holding the 3d hologram in my hand thing I can't really see that that's going to save the world But solar panels solar panels will save the world and general electric is doing good things with solar and wind Hold on a second. That's right. Wind Gives the sun of these issues at the same time And mostly metario is concentrating on the software stack. So our Main part is building Optical recognition technologies optical tracking technologies to mainly Make a very accurate alignment of the virtual information with the real world happen The the model that's being displayed here is Huge for a mobile phone Only with HP is your PC designed and engineered And for cool Can we talk about another innovation? Design we think we have a vocabulary of design call it muse. It stands for material usability sensory And experience So as you saw here, there were two three different kinds of ways to trigger augmented reality And one is if you have a marker AR marker or an image You can have obvious recognition or movement gesture or you can also have GPS or location-based trigger so let's move now to the last three movies and for this In these movies, maybe you could check out for three criteria is making out good augmented reality Coming transmission from Autobot headquarters This is Optimus Prime. Do you read me? Cannot win this war without your help Choose which runs to follow Grabbing virtual goods and collecting rewards So that was that last one was actually the Lego in-store solution I talked to you about it called digital box and As you saw here, I think there are three criteria making out good augmented reality And that's the real-time information streamable live information criteria and it's a simple in interface and also When augmented reality uses the space when it's spatially aligned it not only Information flat on the surface, but also uses the depth of your surrounding the viewer surrounding so Let us now skip back to Alex all wall and Oh, sorry