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