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Welcome PEREY Research & Consulting 1 Welcome PEREY Research & Consulting 1

Getting Connected Wi. Fi Fixed line • ESSID: guest • Conference Room 1 – Getting Connected Wi. Fi Fixed line • ESSID: guest • Conference Room 1 – IP : 161. 122. 111. 141~2 • Conference Room 3 – IP : 161. 122. 111. 143~4 • Conference Room 4 – IP : 161. 122. 111. 145~6 Gateway 161. 122. 111. 1 DNS 161. 1227. 3 168. 126. 63. 1 • Conference Room 6 – IP : 161. 122. 111. 147~8 • Conference Room 5 – IP : 161. 122. 111. 149~150 • Extra – IP : 161. 122. 111. 151~2 PEREY Research & Consulting 2

Tweeting and Streaming • If you are tweeting this meeting – #iswar 2010 • Tweeting and Streaming • If you are tweeting this meeting – #iswar 2010 • We are capturing the meeting – Ustream – Live and replay PEREY Research & Consulting 3

Welcome October 11 -12, 2010 Seoul, Korea PEREY Research & Consulting 4 Welcome October 11 -12, 2010 Seoul, Korea PEREY Research & Consulting 4

Graphic generated automatically by Personas http: //personas. media. mit. edu/ All industries are exciting Graphic generated automatically by Personas http: //personas. media. mit. edu/ All industries are exciting but I focus on growing the adoption of mobile AR in print/publishing and retail/commerce. PEREY Research & Consulting 5

Why are we all here? • We’re all in “this” together • Thinking/working together Why are we all here? • We’re all in “this” together • Thinking/working together • Move forward together! PEREY Research & Consulting 6

We’re all in “this” together • Defining “AR” is not the meeting focus • We’re all in “this” together • Defining “AR” is not the meeting focus • Establish/build relationships - the “accordion style” workshop PEREY Research & Consulting

Thinking/working together • Push ourselves to understand • Build - Symbology or terminology in Thinking/working together • Push ourselves to understand • Build - Symbology or terminology in symbols - Classification system - Draft the best possible map of the opportunities: which groups are doing what? PEREY Research & Consulting - Which companies are involved?

AR Ecosystem CONTENT Providers/Publishers Packaging Delivery Enablers Providers of enabling technology wallet Money and AR Ecosystem CONTENT Providers/Publishers Packaging Delivery Enablers Providers of enabling technology wallet Money and Statistics PEREY Research & Consulting 9 The Physical World Merchants, Brands Sensors on devices The Digital World Social Media

1 AR User Agent 3 D/Interaction engine AR Markup Renderer Scripting Local Cache 2 1 AR User Agent 3 D/Interaction engine AR Markup Renderer Scripting Local Cache 2 Open Marker Database 4 5 6 9 7 Device Capability (Display, Video Camera, GPS) 11 AR Data Format (POI. , Person…) 8 12 images, text, animated and still 3 D models, Voice Source: AR Standardization Framework, ETRI W 3 C Workshop on AR on the Web, Barcelona PEREY Research & Consulting Air. Tag Air. Filter Air. Shout AR Data Provider Additional Func. 3 AR Contents Provider AR Contents Markup 10 Ads Google Local Search 10

Key to the AR Issues 1. 2. 3. 4. 5. 6. 7. 8. 9. Key to the AR Issues 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. AR Content Markup & Format AR content Transport/Interaction method Representing 3 D Interactive AR/MR Contents Event Scripting Engine Local Caching method Additional functionality of AR Agent Device Capability Access APIs AR Data Mashup method AR Data Format – POI(images, text, 3 D models, URLs), Person. . AR Data Service API Open Marker Database Security & Privacy PEREY Research & Consulting 11

Sensors in the device are detecting the real world Presentation Layer Existing standards The Sensors in the device are detecting the real world Presentation Layer Existing standards The Triggers 2 D, 3 D Optical, Aural The Data (Storage) Existing standards Text and Images Existing standards CONTENT 2 D, 3 D Optical, Aural PEREY Research & Consulting 12

Sensors in the device are detecting the real world 2 D, 3 D Optical, Sensors in the device are detecting the real world 2 D, 3 D Optical, Aural Presentation Layer How does the system abstract the type of trigger which is used? Geospatial or visual, or auditory Existing standards The Triggers How does the content provider “publish once” and get maximum representations? The Data (Storage) Existing standards How can data (with assoc Text and Images triggers) be stored in a Existing variety of formats which standards CONTENT 2 D, 3 D Optical, Aural enable maximum representations? PEREY Research & Consulting 13

Move forward together * • Identify tasks • Share the knowledge developed • Set Move forward together * • Identify tasks • Share the knowledge developed • Set dates and places for further work PEREY Research & Consulting * and separately

Morning Sessions • Jens de Smit, Overview • Introductions – All those who have Morning Sessions • Jens de Smit, Overview • Introductions – All those who have not already been introduced – The formal “bodies” represented • Coffee break • More plenary until 11: 45 AM PEREY Research & Consulting 15

Who is MISSING? Groups/Consortium Companies • • • W 3 C WG: – Linked Who is MISSING? Groups/Consortium Companies • • • W 3 C WG: – Linked Data – Geo. Localization – Semantic Sensor Web/Network – …. AR Consortium Google Microsoft Apple Metaio Qualcomm LG HP Facebook – • • ALL CONTENT PROVIDERS!!! Eyewear for AR – – PEREY Research & Consulting All check-in services Industrial Consumer eyewear 16

10: 30 15 min Coffee Break Conference Room 3 Conference Room 1 Conference Room 10: 30 15 min Coffee Break Conference Room 3 Conference Room 1 Conference Room 2 Stair to Restaurant for Lunch Coffee Break Registration Desk Conference Room 4 Conference Room 5 Conference Room 6 PEREY Research & Consulting 17

Breakout discussions The maps and gaps PEREY Research & Consulting Classifications 18 Breakout discussions The maps and gaps PEREY Research & Consulting Classifications 18

International Cooperation Building Conference Room 1 Rest Room Conference Room 4 Stair to Restaurant International Cooperation Building Conference Room 1 Rest Room Conference Room 4 Stair to Restaurant for Lunch Registration Desk Conference Room 2 Rest Room Conference Room 3 2 F Conference Room 5 Conference Room 6 PEREY Research & Consulting Entrance 19

3 rd Conference Room Capacity: 14 PEREY Research & Consulting 20 3 rd Conference Room Capacity: 14 PEREY Research & Consulting 20

4 th Conference Room Capacity: 14 PEREY Research & Consulting 21 4 th Conference Room Capacity: 14 PEREY Research & Consulting 21

6 th Conference Room Capacity: 12 PEREY Research & Consulting 22 6 th Conference Room Capacity: 12 PEREY Research & Consulting 22

5 th Conference Room Capacity: 12 PEREY Research & Consulting 23 5 th Conference Room Capacity: 12 PEREY Research & Consulting 23

Lunch in this Building • Reserved for 30 Persons’ Seats 2 F Restaurant PEREY Lunch in this Building • Reserved for 30 Persons’ Seats 2 F Restaurant PEREY Research & Consulting 24

PEREY Research & Consulting 25 PEREY Research & Consulting 25

AR: Continuing what the Web began Christine Perey PEREY Research & Consulting www. perey. AR: Continuing what the Web began Christine Perey PEREY Research & Consulting www. perey. com [email protected] com +41 79 436 68 69 PEREY Research & Consulting