Digital RealityAn brief inventory of (mobile) Augmented and Virtual Reality

Cédric Gyselinck / Account Manager / cedx@emakina.com

What IS VR?

Virtual Reality

What is VR?

VR = Virtual Reality.

aka Immersive Multimedia.

VR replaces environment with a

computer-generated one.

VR can recreate sensorial experiences.

What is VR?

Usually uses a VR “helmet”.

Helmets connected to a computer:

Oculus

Vive

Helmets embarking a smartphone:

Cardboard

Gear VR

VR Examples

Mobile Apps

VR - Examples

Jaeger LeCoultre (Android / iOS)

Virtual telescope: Discover the Jaeger

LeCoultre collection by exploring the galaxy

Dedicated custom-built iOS app

Uses smartphone’s features (gyrocsope,

accelerometer) to position user’s stare.

Used at main watch fairs around the world.

VR - Examples

Mobile apps (Android / iOS)

Jäeger LeCoultre

Emakina Case

Emakina Rollercoaster

Cardboard rollercoaster

iOS and Android versions available in stores

soon.

Oculus version at the Emakina booth!

VR - Examples

OCULUS

By Oculus-Rift.

Acquired by Facebook for $ 2.4 Bio.

Potential audience:

1.2 billion monthly active Facebook users.

Immersive videos already available on Facebook.

Public Release:

Unknown (mid-end 2016).

VR - Examples

VIVE

By HTC and Valve

Includes an in-room location system

Potential audience:

125 million monthly active Steam accounts.

Public Release:

Sumer 2015 (developers) - Fall 2015 (public)

VR - Examples

MORPHEUS

By Sony Computer Entertainment

Potential impact:

20 million Playstation 4 sold (to date)

Sony Pictures will be involved

Public Release

Q1 2016

VR - Examples

Cardboard / Dodo Case

Initial concept by Google

Lots of cardboard or plastic alternatives

Potential audience:

All smartphones users (2 billion by end 2016).

Experiences available through regular app stores.

Public Release

Available now

VR - Examples

Gear VR

By Samsung and Oculus.

Potential audience:

4.5 million Galaxy Note 4 owners

Oculus VR Store for experiences.

Public Release

Available now

VR - Examples

ViewMaster Rebirth of a 1931 toy by Mattel and Google

Experiences available through “experience reel packs”

Potential impact: Popularize VR to the youngsters

(and nostalgic adults)

Public Release Fall 2015

VR Use Cases ?

Immersiveand

ImpactfulBRAND EXPERIENCES

What does VR offer to your brand?

VR is the next frontier in immersive

experiences.

Leading and innovative image

VR is buzzing… First in – First served !

Technologies

3D Modeling – Cheap software licences

Unity 3D *

Unreal Engine *

Valve Source 2

Framework integration

SDK of the target platform (Occulus, Vive, …)

* OSVR (Open Source VR)

Challenges

Isolation from the environment

Interactions – Man-machine Interface

No view of the “real world” means no

access to keyboards etc…

Cardboard / Samsung Gear’s button

What About Immersive Video ?

Mobile AR / VR

What Are Immersive Video / Panorama?

Similar to immersive multimedia

Less interactions, more linear

experience

2 types

360° panoramic

Full spherical (360° x 360°)

Immersive Video – 360° Panoramic

Immersive Video – Full Spheric

Panoramic Video

YouTube 360° videos

Available since mid-March 2015.

Experience immersive videos on

smartphone.

Android YouTube app or Google Chrome

Panoramic Video

Google Photosphere

Shoot and view spherical panoramas with

your smartphone.

Available on the AppStore an Google Play

Panoramic Video

Panono

Capture full spherical panoramas in one

take.

View panorama with the dedicated app

Up to 108 megapixels for best image quality

GoPro

Capture full spherical 4k videos

Challenges

Filming equipment (early stage)

Viewing equipment

Smartphone? OK!

Helmets? NOK…

Need more broadcasting platforms!

Youtube, and then… What’s next?

Immersive Video Use Cases ?

Products Presentations

Visiting places - Sightseeing

Entertainment

What IS AR?

Mobile AR / VR

What is AR?

Live direct or indirect view of a physical,

real-world environment whose elements

are augmented by computer-generated

sensory input such as sound, video,

graphics or GPS data.

Source Wikipedia

AR Examples

Mobile Apps

AR – Mobile Apps

IWC Experience (Emakina)

Scan catalog pages and add

a layer of information:

3D Models

Videos

AR – Mobile Apps

Swift Expo (Emakina)

(iOS / Android)

AR – Mobile Apps

Ferrari Pit Stop (Emakina)

Duty Free in Dubai

Scan makers to reveal additional info

Pilots info

Technical specs

Internal mechanics

…

AR – Mobile Apps

AR – Mobile Apps

Layar

Scan your environment and get additional

information of things around you (bars,

restaurants, shops, …)

Scan magazines and catalog pages and

add multimedia information on items on

pages.

AR Examples

Heads Up Displays

AR – Examples – Heads Up Display

Used by the army in jet fighters for

years

Now available in “everyday” cars!

AR Examples

Google Glass

AR – Examples – Google Glass

Google Glass

A small screen (glass) in the corner of

glasses frames displays a small spot of

Augmented Reality

Explorer phase now over. But “”

Project handed to Tony Fadell (Nest CEO

and iPod project leader at Apple)

AR Examples

Magic Leap

AR – Examples – Magic Leap

Magic Leap

They call it Alternate Reality

A Google Glass on Steroids?

Raised more that 500 Mio from VCs like

Google, Qualcomm and Andreessen

Horowitz.

AR Examples

HoloLens

AR - Examples

Microsoft HoloLens

Microsoft calls it holograms

Transparent screen displaying a layer of

information beteween eyes and

environment

Real-time perspective alignment of the AR

layer to match environment

Technologies

Frameworks

Native iOS and Android apps:

Custom Development +

Aurasma

Vuforia (by Qualcomm)

Official SDK by Microsoft and Google

coming soon?

Challenges

Technologies still in early stage.

Huge expectations (think of HoloLens or

Magic Leap teasers).

Computer calculation power.

???

Augmented Reality Use Cases ?

Enrich static content with multimedia:

Magazines and catalogues

Expos

General environment

Tomorrow?

Use cases still to be imagined !

Thank youQuestions ?