Yesterday in the meet up of Augmenting Reality with Qualcomm, I finally got the chance to know about one of the biggest player in Augmented Reality technology. According to Julian Harris’s presentation about Qualcomm, the company’s AR platform Vuforia is obviously taking a big piece of the cake as 82% of the market using this product.
But what interests me the most was about Qualcomm’s investment on the Augmented Reality Advertising application Blippar. Back in early 2012, Blippar gained seed funding from Qualcomm Ventures, and had expand the range of consumer products doing AR advertisements on Blippar. The biggest improvement that I can see is Blippar roll out Blippbuilder service, which allows advertisers customise their AR interactive content on their own.
So…will Qualcomm’s AR SDK Vuforia as best of them all, to be part of Blippar’s technology base in terms of their AR advertisement display? Blippar’s AR advertisements have problem with making the graphics and images displaying stably on the screen. As a user of Blippar myself, it is not a pleasant experience when I ‘blip’ something, the image keep bouncing around my little iPhone screen. I really look forward to more improvement to come if Vuforia’s technology can be apply to Blippar application (for the sake of their investor-developer partnership). Because AR itself is all about user experience, having stable and well tracked AR image on mobile display will be one important step for AR to tackle before going any further on wearable devices.
Speaking of some AR application developed on Vuforia platform, I have high expectation on the AR interactive book Jack Hunter. As I was talking to developers from this project, I got to see a short demo of how this adventure storytelling happening not only while you read the book, but also with AR experience. I am eager to actually try out the process of reading this book, solving the puzzles of the mobile game at the same time based on storyline and clues to scan from the printed book of Jack Hunter.
Steve as the organiser of this meet up talked about AR in the film making process of Gravity…and that’s where I felt lost…so…the film making crew is having AR experience while filming?
It was really interesting to see the filming crew of Gravity used a lot of new inventions to make this filming happen earlier than anyone would have expect it to happen. As Steve explained, new robotic filming device Bot & Dolly was used when filming Gravity, along with Lightbox, were together, giving an augmented space experience for the actors and filming crew. In addition to that, as I just came back from the cinema to watch Gravity, it appears that data were projected on spacemen’s helmet in the movie. So I guess that refers to some AR experience as well.
Other than all these mind blowing big players of AR, the evening concluded with latest developments in AR experience such as MIT and Tangible Media new invention inForm, as well as Meta’s SpaceGlass which has high potential of delivering advanced AR experience on wearable device.
Augmenting Reality Meet Up with Qualcomm is said to be the last meet up of this leading AR group in London in 2013. Yet more to come next year as Steve said, ‘2014 will be the year of wearables.’ I am really excited to see what will be the first wearable with AR for mass consumption in the near future, and how will it work?