擴增實境（Augmented Reality，簡稱 AR）
Augmented reality (AR) is cutting-edge technology that allows for a digitally enhanced view of the real world, connecting you with more meaningful content in your everyday life. With the camera and sensors in a smartphone or tablet, AR adds layers of digital information – videos, photos, sounds – directly on top of items in the world around us.
1. Actual objects and virtual objects in a real environment
2. Can instantly interact with users
3. Real objects and virtual objects overlap each other (super-imposed)
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Definition of Milgram (1991):
He proposed “Milgram's Reality-Virtuality Continuum”.
He connected real and virtual environments. In the middle of this area is called "Mixed Reality". The area which is close to real environments is "Augmented Reality". Other, the area which is close to virtual environments is "Augmented Virtuality".
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What is different between AR(Augmented Reality) 擴增實境 and VR (Virtual reality) 虛擬實境?
VR- replace the real environment in the virtual world
在虛擬世界重現真實環境
AR-replace the virtual environment in the real world
在真實世界重現虛擬環境
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Basic principle of operation of AR
Marketing: F&N Large Outdoor Screen Dancing AR
The customer can dance with four virtual dancers on the outdoor LED screen.
https://www.youtube.com/watch?v=fr5UH3OtZiw
Entertainment: 1:55 mins Date with Hatsune Miku in Augmented Reality environment
An engineer made an AR goggles by ASUS XTION PRO LIVE, and combined pop music of Japan and animation.
https://www.youtube.com/watch?v=9jpWiTVR0GA#t=77
Retail trade: 線上試衣間 30 second This is a new technology that can detect the height and weight, clothes can project on your body. So you don't need to wear every clothes, it is very convenient. https://www.youtube.com/watch?v=M8VJcABcofU
Game: Ingress 22 second https://www.youtube.com/watch?v=92rYjlxqypM Ingress is a near-real time augmented reality massively multiplayer online pervasive game created by Niantic Labs, a startup within Google, currently for Android devices, but expected to be available for Apple's iOS in 2014.
Medical: Augmented Reality can provide the surgeon with information, which are otherwise hidden, such as showing the heartbeat rate, the blood pressure, the state of the patient’s organ, etc. AR can be used to let a doctor look inside a patient by combining one source of images such as an X-ray with another such as video. Examples include a virtual X-ray view based on prior tomography or on real time images from ultrasound and confocal microscopy probes or visualizing the position of a tumor in the video of an endoscope. AR can enhance viewing a fetus inside a mother's womb. See also Mixed reality.
Industrial design: AR can help industrial designers experience a product's design and operation before completion. Volkswagen uses AR for comparing calculated and actual crash test imagery. AR can be used to visualize and modify a car body structure and engine layout. AR can also be used to compare digital mock-ups with physical mock-ups for finding discrepancies between them.
Navigation: AR can augment the effectiveness of navigation devices. Information can be displayed on an automobile's windshield indicating destination directions and meter, weather, terrain, road conditions and traffic information as well as alerts to potential hazards in their path. Aboard maritime vessels, AR can allow bridge watch-standers to continuously monitor important information such as a ship's heading and speed while moving throughout the bridge or performing other tasks.
The NASA X-38 was flown using a Hybrid Synthetic Vision system that overlaid map data on video to provide enhanced navigation for the spacecraft during flight tests from 1998 to 2002. It used the LandForm software and was useful for times of limited visibility, including an instance when the video camera window frosted over leaving astronauts to rely on the map overlays.The LandForm software was also test flown at the Army Yuma Proving Ground in 1999.
Furniture industry Because of augmented reality, customers of IKEA can now try out select products in their homes with the help of a printed catalog, a mobile app and a smartphone or tablet. To use the new service, customers will need to download the free 2014 IKEA Catalog App for iOS or Android. After launching the app, a smartphone or tablet camera is used to zone in on an orange cross to the bottom right of selected product pages. An icon will appear on the device display, which gives users access to the AR mode. The app then instructs the user to close the printed version of the catalog and place it in the spot where the customer intends to put the new furniture. The approximate dimensions of the virtual furniture are based on the size of this physical, real-world IKEA catalog. The camera wakes up again and a product outline appears in the frame. This can be rotated, repositioned and manipulated so that it looks just right, before confirming the selection from a scrollable list. Finally, a virtual version of the new sofa, desk or bookcase with the room in the background is shown onscreen. http://www.youtube.com/watch?v=vDNzTasuYEw (about1:30mins)
Advantage: 1. Augmented Reality is set to revolutionize the mobile user experience as did gesture and touch (multi-modal interaction) in mobile phones. This will redefine the mobile user experience for the next generation making mobile search invisible and reduce search effort for users. 2. Augmented Reality, like multi-modal interaction (gestural interfaces) has a long history of usability research, analysis and experimentation and therefore has a solid history as an interface technique. 3. Augmented Reality improves mobile usability by acting as the interface itself, requiring little interaction (this Interaction Design technique is known as Direct Manipulation). Imagine turning on your phone or pressing a button where the space, people, objects around you are “sensed” by your mobile device- giving you location based or context sensitive information on the fly. http://www.dontwasteyourtime.co.uk/technology/advantages-and-drawbacks-of-using-augmented-reality-augmentedreality/#sthash.C1nLxZYT.dpuf 4. The New Sphere: As a result of creating Augmented Reality a new sphere has formed known as ‘The Virtual Sphere’. This has produced a new platform for media to work with including in the Public Relations field. New campaigns are beginning to include Augmented Reality as part of their communications strategies. A recent campaign which has incorporated this is The Gorillaz for their new album, “Plastic Beach”. They have promoted it in the latest edition of NME Magazine which comes complete with an A5 booklet filled with Gorillaz information and inside is an Augmented Reality marker, which when held up to a webcam the user is presented with a 3D “Plastic Beach” which may be navigated around. It could be argued that interactivity of this nature works well in PR campaigns and Augmented Reality is the next generation of interactivity with consumers. 5. Personal Experience: Once mixed with your social media applications, it can become a personal experience with offers/coupons from shops you like and places you enjoy going to – hence a marketers’ dream. This could prove to be highly useful to PROs when trying to reach their target market as the displays are only perceived by a single user, raising the possibility of creating rich, personal experiences for all occupants of a shared space. Today, people are searching, buying, rating, interacting, and using social media in a pressure-free environment. This can give PROs new opportunities as this usage is creating a large amount of raw, yet accurate data about consumer preference and by digesting this information you can sift through to the people who are interested in your product or service. An example of promoting in a more personal way is on 43things.com which is a community that allows people to interact about the life goals they have. A popular aim is to join a gym, so naturally when you’re up on this page advertisements for gyms appear. Although this is not an example of Augmented Reality creating that personal experience it illustrates how it could work in the future. http://www.behindthespin.com/features/advantages-disadvantages-of-augmented-reality Disadvantage: 1. Current performance levels (speed) on today’s [2009] iPhone or similar touch devices like the Google G1 will take a few generations to make Augmented Reality feasible as a general interface technique accessible to the general public. 2. Content may obscure or narrow a users interests or tastes. For example, knowing where McDonald’s or Starbucks is in Paris or Rome might not interest users as much as “off the beaten track information” that you might seek out in travel experiences. 3. Privacy control will become a bigger issue than with today’s information saturation levels. Walking up to a stranger or a group of people might reveal status, thoughts (Tweets), or other information that usually comes with an introduction, might cause unwarranted breaches of privacy. http://www.dontwasteyourtime.co.uk/technology/advantages-and-drawbacks-of-using-augmented-reality-augmentedreality/#sthash.C1nLxZYT.dpuf
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