augmented reality – Mobile Marketing, Monetization and Methods

This event has taken place and Raimo’s riveting slide deck on Augmented Reality is available here: http://www.box.net/netherlands

On December 16, the Mobile Visionary Roundtable at the Illinois Technology Association (ITA) welcomes virtual guest speaker Raimo van der Klein presenting on Augmented Reality: The Birth of a Medium.

A foremost innovator of augmented reality, Raimo van der Klein is the CEO of Layar, the Netherlands-based company that created the world’s first mobile augmented reality browser. Raimo will present on how to leverage this new medium to deliver relevant and context aware services to customers.

Check out this example of augmented reality technology by Layar:

Mobile is clearly a disruptive technology and affects nearly every industry. Presenters will address major global factors impacting the mobile industry and highlight success stories.

Following the insightful mobile industry presentation, attendees will split into themed mobile “20/20” breakout sessions, where they will enjoy networking opportunities and share best practices in mobile marketing, technology and application development.

In this roundtable, participants will:

• Learn more about one of the most discussed topics in marketing and media: Augmented Reality.
• Find out the best ways to use augmented reality.
• Understand why augmented reality is one of the most important channels to deliver relevant and context aware services to customers.

This event takes place in downtown Chicago on Wednesday, December 16, 2009, 8:30am-11:00am.
Register for the event here.

ITA roundtables are a benefit of ITA membership. Members of the general Illinois technology community are always welcome to check out any ITA roundtables free-of-charge. Roundtable events are held in downtown Chicago, across from the Sears Tower (now named the Willis Tower) at 200 S Wacker Dr, 15th Floor, Chicago, IL 60606.

Additional forthcoming Mobile Visionary roundtable mobile topics include:

• Mobile Marketing Plans
• Best Practices in Apps Development
• The Future of Mobile
• Business Enterprise Applications
• Mobile Monetization
• Global Considerations in Mobile
• Platform Comparisons (iPhone vs. Android vs. Pre, etc.)

If you have any questions or would like more information, please contact the Chairs:

Tim Cascio (262) 938-5543
tcascio[at]bader-rutter.com

Raymond J. Reinhardt (312) 924-1681
Raymond@Cuddlephish.com

About the speaker, Raimo van der Klein
Raimo is CEO at Layar, Co-Founder at SPRXmobile and Founder Mobile Monday, Amsterdam, Netherlands. Layar is the creator of the world’s first mobile Augmented Reality browser. Layar has recently been featured on NPR, Fast Company, CNN, TechCrunch and Mashable. As Partner and Co-founder of SPRXmobile, a strategic creative consultancy specializing in mobile, Raimo has served clients including T-Mobile, ING and Vodafone. Prior roles include marketing and purchasing for Maxeda, sales and marketing at Nokia and Innovation Manager at LPN specializing in the consumer market. Raimo writes for one of the leading marketing blogs in the Netherlands.

About The Mobile Visionary Roundtable
The Mobile Visionary Roundtable offers a forum for ITA members to engage in active networking and interactive, high-gain, topical discussions regarding mobile marketing and technology. The monthly Mobile Visionary Roundtables feature mobile expert guest speakers, including mobile strategists, marketers and developers from around the world.

About the Illinois Technology Association
The Illinois Technology Association (ITA) represents the interests of a diverse membership of more than 650 companies in Illinois that create, deploy and utilize information technology as a core part of their organization. By connecting members with industry peers and participants, providing the latest strategic information, market research and critical market insight and by promoting key thought leaders to raise visibility and gain a greater market awareness and presence, ITA is focused on building and developing the Illinois technology community through collaboration. Additional information is available at http://www.IllinoisTech.org

Click here for more insight on Augmented Reality.

Tim Cascio is the author of the Mobile Marketing, Monetization and Methods blog, Co-Founder/Co-Chair of the Mobile Visionary Roundtable at the Illinois Technology Association and Sr. Digital Strategist at Bader Rutter & Associates, an award-winning integrated marketing services agency that specializes in advertising, public relations, brand asset management, relationship marketing and digital solutions. Tim is @timcascio on Twitter and can be reached in the United States at 262-938-5543.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.

Augmented realty supplements what you see in real life with animation, data and other digital information. Sensors and actuators that leverage GPS technology and video on mobile devices can create some stunning applications.

By viewing through the display of your video/GPS enabled phone, insightful information about people, places and things that surround you can be revealed.

Check out this excellent example of augmented reality technology by Layar:

Layar’s augmented reality example demonstrates how real estate listings in the Amsterdam area can be viewed and further filtered to show only those that interest the user. Additionally, properties at a distance and out of line-of-sight are indicated and can be brought to the foreground.

Layar is venturing into the 3D space as well with their Layer 3D; a public launch planned for November 2009.

The folks at HitLab, located in New Zealand, are doing some groundbreaking research in augmented reality for commercial applications, including advertising. When the phone’s camera encounters a special symbol or shape in a newspaper ad, for example, it displays a custom 3D image that changes perspective as you move about.

HitLab’s Augmented Reality in Advertising Example:

Another related use brings to life athletes on trading cards. Topps has a good head start with their offering (not yet available on mobile).

AcrossAir has an iPhone App that helps you find the nearest Tube stations in London. Check it out:

Bionic Eye was released September 22, 2009, and Mashable did a nice writeup on their app.

Geolocation or geotagging of digital assets will generate even more possibilities and interest in augmented reality. Content such as videos, photos, podcasts, and news stories can be tagged with latitude, longitude and altitude location data. Geotagging of photos is an automated service offered by Eye-Fi. And, you can use your existing digital camera and Eye-Fi’s wireless SD card.

Practical uses of augmented reality range from surgical procedures (using augmented reality headsets) to a new category of gaming called pervasive gaming. Terrific ideas are emerging from nearly every industry.

What does the future hold? I expect augmented reality to eventually include convenient, fashionable eyewear that communicates with your mobile device, leaving you hands-free to enjoy the experience to a greater extent. Taking a photo snapshot to recognize a person, place or thing (an attractive flower, for example) will provide access to more information and/or where products are sold. Pasi Niemi drew my attention to what Nokia’s developing in this regard – click here. (Thanks, Pasi!) Imagine the prospects as content mashups begin to include Amazon, Flickr, Facebook, Twitter, LinkedIn, CraigsList, Yelp, Wikipedia and localized search.

Please reach out to me if there’s any way I can help you through my network or otherwise. Your comments below are welcome.

Tag: augmented reality

Augmented Realty: The Birth of a New Medium to be Explored at the Illinois Technology Association’s Mobile Visionary Roundtable on December 16, 2009, at 8:30am

Augmented Reality and Mobile: Let the Fun Begin