For class.

1. By: David Stein
MKTG 7546 – Professor Brey
Augmented Reality April 9, 2012 1

2. What is Augmented Reality
History
Case Studies
• San Jose Earthquakes
• Tesco
Potential Applications
Future
• Matt DeSiena
Augmented Reality April 9, 2012 2

3.  Augmented reality (AR) is: “the technology that
offers a real-time view of one's immediate
surroundings altered or enhanced by computer
generated information. When users examine their
environment through AR devices, they see
information superimposed on the objects around
them.” – Financial Times Lexicon
 Professor Tom Caudell – Coined in1990
Augmented Reality April 9, 2012 3

4.  Morton Heilig – 1957
◦ Sensorama
Augmented Reality April 9, 2012 4

5. Augmented Reality April 9, 2012 5

6. Augmented Reality April 9, 2012 6

7.  “Since sports teams' logos are seen on all
types of merchandise it is really fun and easy
to transform a poster, sweatshirt or even
coffee mug into another screen to watch
game highlights and engage with the
players.” – Jennifer Rapp, GM Aurasma
 Pros/Cons
Augmented Reality April 9, 2012 7

8. Augmented Reality April 9, 2012 8

9.  What if there was an App:
◦ Designed to allow an air marshal to use his/her
phone to take passengers’ pictures and gain access
to any potential criminal records
◦ Which allowed EMT/doctors to take similar pictures
and instantly gain access to a patient’s medical
record
◦ That allows fans visiting a Hall of Fame museum to
point his/her phone in the direction of a piece of
memorabilia and be directed to a video of that
moment or to a player’s career highlights, or even a
listing of books to read on the subject with reviews
Augmented Reality April 9, 2012 9

10.  Mission Impossible
 Google Glass
Augmented Reality April 9, 2012 10

11.  “They believe augmented reality can become a passive,
immersive experience rather than one we need to actively
filter. And the possibilities are exciting to consider:
runners that can see their mileage statistics and distance
to their goal. Mass transportation riders who can
determine when the next train will arrive without the city
having to invest in expensive display units. Tourists that
will be able to choose from highly-rated restaurants
simply be looking down the block. Brands will capitalize
on the immediacy of the technology, but Google will need
to ensure that the consumer won’t be frustrated by
information overload.”
 “Brands will correctly jump at the opportunity to appear
directly in front of a consumer’s retinas, so it’s imperative
that Google [and Sony] ensure the user experience is
managed properly.”
Augmented Reality April 9, 2012 11

12.  Matt DeSiena is the Director of Digital Strategy at Steam
Communications in New York City. He works with small
businesses and entrepreneurs in the greater New York area to
merge their traditional and digital marketing efforts for client
outreach.
Along with founding Steam, Mr. DeSiena works as a Senior
Digital Strategist for a SaaS company on Manhattan’s West
Side. He brings his expertise in social media strategy and
analysis, which is instrumental in building digital campaigns
for his products and brands
 http://www.givemesteam.com
 http://www.mattdesiena.com
Augmented Reality April 9, 2012 12