MAR Market, Actors and Value Chain

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Из курса от партнера Institut Mines-Télécom

Getting started with Augmented Reality

136 оценки

Institut Mines-Télécom

Getting started with Augmented Reality

136 оценки

This course will teach you the basics of developing mobile applications using Mixed and Augmented Reality (MAR) technologies. Through hands-on projects, you’ll learn practical techniques to rapidly and easily prototype three different applications for Android smartphones and tablets – even with no previous coding experience. If you’re a creative entrepreneur, this is your ideal introduction to today’s trends in the products and technologies of the emerging augmented reality market. If you’re a journalist, media/content producer or teacher, you’ll discover how to augment print-based media with sounds, images and videos, and see how to create an augmented city map and geo-located augmented reality game for your audience. If you’re a web designer or app developer, you’ll gain a range of technological building blocks that you can integrate into your service portfolio. Whatever your background, you’ll learn how to design cutting-edge visual experiences that will enhance your job prospects. What you’ll learn • All about the main MAR products and technologies on the market today • How to build three different augmented reality applications using an augmented reality browser and authoring tools • How to include image recognition and object tracking • How to use geolocation functionality for outdoor augmented reality • Details of the ISO-ARAF standard, an innovative language for representing augmented reality content Prerequisites • You don’t need any prior technical knowledge to take this course. • If you’re familiar with markup languages (HTML, XML, etc) and content management systems, you may be more at ease with the key concepts and techniques. This MOOC is supported by the Patrick and Lina Drahi Foundation. Follow us! Twitter : https://twitter.com/MOOCMAR Facebook : https://www.facebook.com/MOOCMAR/

Из урока

Introducing Mixed and Augmented Reality

In this module we will explain the key concepts and techniques at work in Mixed and Augmented Reality. We will also spend some time explaining some business aspects of augmented reality: the AR market, the potential applications and the value chain. At the end of this module, we’ll identify the main characteristics of AR systems and we’ll specify the main components of an AR architecture.

MAR Market, Actors and Value Chain8:11

Application vs. Browser3:51

Познакомьтесь с преподавателями

Marius Preda
Associate Professor
Télécom SudParis
Veronica Scurtu
Associate Professor
Télécom SudParis
Traian Lavric
Research Engineer
Télécom SudParis

In this lesson, we'll address some aspects of the Mixed and Augmented Reality Market.

And while some of the numbers you see may not be true anymore at the time you

are watching the lesson,

what is more important is the market trend, the value chain and the various

types of actors involved.

In this lesson, I will also speak about native application versus AR Browser.

And extract some insights by comparing AR

development with other technologies from the past.

A study by Juniper Research, published in 2013 forecasted a fast

development of AR Market, potentially of 5 billions in 2017.

What is even more interesting is the sector segmentation,

where we may notice important growing for enterprise sector, but

also multimedia entertainment and games.

AR is also a promising enabling technology for

lifestyle and healthcare sector and location based applications.

With the less important footprint,

the social networking segment maybe positively impacted by AR features.

Similar numbers are mentioned by another study proposed by MarketsandMarkets,

that notes a compound annual growth rate of 95% from 2011 to 2016.

As in many other cases in the past, the AR

applications are following the same development paths.

Starting from the situation of technology push and

wow effect, to the situation of being driven by user needs.

A study from FirstPartner helps us to understand this transformation.

Therefore, the development of technologies related to image processing and sensors

created firstly three types of AR applications

with various development cost.

From the low cost, marker based AR where physical markers

like the one in the picture were placed in the physical environment,

and tracked in real time to the middle cost marker-less AR

mainly doing geolocation,

and to the high cost augmented vision type of application,

where real objects are tracked directly.

Such techniques are integrated in various applications

transforming them in AR enabled applications

and used for advertising or promotion campaigns, for games or

for other types of mobile applications, like navigation and search.

The business actors behind marker based AR experiments are agencies, game publishers

and the brand new one called the AR publishers.

They are launching trial AR titles and campaigns to measure end user interest,

creating a push-through effect from the developer community.

Geolocation AR enables what was called AR Browsers,

a specific type of smartphone application

which provides a single application framework.

It combines real-time GPS, camera and compass information to

identify surroundings and overlay selectable real-time information.

The AR Browsers business actors have multilevel strategy

to deploy such applications.

From free download in major community app stores,

to factory installed by phone vendors as part of the product feature set.

They are also actively driving developer creation of reach AR content overlays.

Finally, the augmented vision AR applications heavily rely

on the advancements in sensors, like the ones listed in the figure.

And wearable displays, being head mounted displays,

virtual retinal displays or near to eye display.

These technologies are not addressing only the visual modality, but

all senses are considered.

Sensor development focus is on driving miniaturisation and

increasing accuracy whilst achieving cost reductions.

These various kind of technologies are now more and more integrating in platforms,

being consoles, home computers, mobile smartphones and wearables.

Trying to find a route to the market by regular retail,

distributioning application stores or as B to B professional solutions.

In the same time, various business models are tested,

ranging from advertising founded to application purchase,

content driven model, subscription based or featured content.

The current and potential application domains are various and

some of them are illustrated in this picture.

Advertising, e-commerce,

gaming, computing, mobile information, military or education.

The initial AR product and campaigns have gained traction through novelty,

but momentum will need to be created through sustained end user attractiveness.

On the other end, the AR market offers the best user experience,

but requires mass market stimuli to motivate investment in developing,

high volume, low cost sensors, display and platform products.

The AR ecosystem today is very heterogeneous and

it is in a continuous transformation.

There are small actors, like 2-3 persons garage-type startups,

small and medium enterprises looking for new business opportunities,

but also well established industrial actors coming from various domains

like IT, consumer electronics, construction, aeronautics and so on.

But let's try to put some order and observe the flows of this ecosystem.

As we mentioned previously, the end users are coming from different domains.

They contract with application developers for various kinds of needs

and some of these developers are specialized in AR applications

by integrating components created by the third type of actors,

the AR technology providers.

The money flow is from end user to application developers and

to AR technology providers.

Let's now consider the last two categories and

try to answer to the questions like who are they?

And how they are making money?

The AR application developers are in general, web or

communication agencies with developers in house or mobile application developers.

They mastered the SDK provided by AR tech companies and

sell the application or the service to the end users.

The AR technology providers are in general offering tools ranging from SDK for

image tracking, sensor management and rendering,

and some of them provide cloud services for image recognition.

Additionally, their commercial offer includes authoring tools for

associating images with computer generated content,

and the most complete offers include cloud services for user tracking and analytics.

In this setting, the cost of developing an AR application

is distributed almost uniformly between fourteen different categories,

ranging from the cost of the AR engine to hosting, porting, traffic fees and so on.

Such applications are developed usually within a duration from 1-2 weeks

to three months,

and as we mentioned, it requires programming skills.

One of the legitimate questions at this point is: "is there any faster and

cheaper way to create good quality AR experiences?"

And recent lessons learned from the web development help us to provide an answer.

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