I promised quite a few folk to provide a walk-through of my short 35 minute presentation at the Augmented Reality Event in California last week. The intention of the presentation was to take my AR Scenario & Business Model thinking to the next level, to go beyond marketing eye candy, clunky ‘questionable’ games and really dig down and think hard about the value proposition for users. In creating the presentation I had to look at a deeper level at the nature of experience, as in that we can start to really find true value in Augmenting our Reality. To begin though a little compilation video I threw together for this post and some future talks looking specifically at a range of locative augmented and alternate reality services (entertainment, promotion and advertorial) to set the landscape.
Music track is called Zemith from my ‘Calm After the Storm’ album in progress – subscribe free
The only way the Augmented Reality industry is going to emerge from its current commercial birthing period is for the brands, corporates & creatives to make sure that AR is delivering a unique, immersive experience and to start to consider the value of experiential (a marketing definition here). This nature of experience, which I believe is inextricably linked to the future of AR, and the value users place on immersive services also leads at the end into a ‘experiential’ panel I am leading at Creative Sydney at the Opera House this week and I cover some of my thoughts in that space first.
What happens when the content cloud descends? Rocket science or people science?
Here is a really simple metaphor to illustrate the pervasiveness and societal significance of Augmented Reality. For the past 20 years humanity has been ‘floating’ its content (its personas, its information, life data, economy and social media) creating a distant, electronic cloud drifting, conceptually, way up above us. A cloud that is only reachable when we area able to connect to it via a variety of fixed and mobile ‘information’ screens, themselves connected to a veritable wormhole aka the global internet. (In reality hundreds of thousands of servers murmuring around the world with billions connected via hard wiring to receive richer media & experiences).
Up until now this ‘content cloud’ (different to cloud computing) has been abstractly disconnected from our physical lives – we read news about California earthquakes sitting in Australia, we view videos on the train of a concert three weeks ago at a local venue, we have personal social networks fragmented across time and space, play a game set in Hong Kong on a screen in London, Facebook groups comprised of half friended, remote avatars (the extended self ). 99% of the content in the cloud is not relevant to here and now (although a philosophical moot point if the now ‘is’ the participation and consumption itself?!)
In a near AR future, non geo-sensitive content will be perceived as incomplete
But that cloud, has reached saturation, it no longer can keep afloat, there is just too much or rather just enough content to be temporally and geographically relevant. In other words there is so much ‘stuff’ up there that it now makes sense to access it, in a true Web 3.0 way, in real time, the present moment from anywhere you are. It will at its simplest level be Google Earth, slowly morphing out of your PC screen, growing to global scale and locking into place over the real world or Facebook mapping itself onto the billion users faces out in the street, advertisers reaching out to where ever you are, personalizing your everyday life with relevancy vs noise.
The always on cloud has now become very useful to a range of stakeholders. Marketeers, storytellers & users alike. Mists of information, media and experiences will engulf onto our cities and physical infrastructure, it will become a persistent fog that will coat everything in its path with layers of time and place stamped content. It will create a web of layers, of parallel narratives and realities and enhance our experiences.
OK fluffy intro over and this leads to some high level areas of a ‘consultancy’ whitepaper I did mid last year (which annoyingly I still can’t publish) but some key themes are explored below.
What does this mean on the ground, a ground covered in this fog of information. The transformative effect of our physical world being invaded by ‘cyberspace’ will make the current discussions about social network privacy seem like a children’s party. When the ‘web’ spreads into and permeates our real world will their be any hiding places. As portable screens become practical (think iPad with camera), pervasive wearable computing becomes commonplace and surveillance technology evolves to being ubiquitous and transparent – society will evolve way ahead of government and law, who powerless to stop the flow of information on connected screens will be even more powerless to stop this flow moving into real space?
“Augmented reality allows people to visualize cyberspace as an integral part of the physical world that surrounds them, effectively making the real world clickable and linked,” says Dr. Paul E. Jacobs, chairman and CEO of Qualcomm.
The videos below might give them ‘digital’ food for thought.
Beware: I would like to point out everything below has already happened or about to launch in the next few months.
FIRSTLY – RECENT VISIONS OF THE DESCENDING CLOUD
From Eyetap.org (a wearable computing lab in Toronto) – “Stewart Morgan discusses Architecture of Information on the show Daily Planet. It is a visionary short film showing augmented reality, and the implications of it’s applications.” From 2007
THE PERSONAL CLOUD
What kind of society will it be when our personal profiles, details and content are available to anyone in the street simply by scanning our face. That person across the train carriage, are they really playing an iPhone game or finding out ‘everything’ about you, well at least that which you have placed on the open web? A short video that will shock forward thinkers…
As promised a more specific ‘commercial’ follow up to my previous post on this topic which was more ‘story’ centric. I am developing & producing a range of Augmented Reality (or if you prefer AR, ‘blended or layered media’) applications at the moment. I have also been asked to present at a few conferences and create a detailed white paper on the implications of AR for government & business looking at privacy, legal, copyright & crime issues. As readers of this blog will know I also lecture, run workshops & work with creative teams to come up with future ‘social entertainment’ based around virtual worlds and augmented reality.
But the purpose of this short post is to simply list and try to categorise the many types of business Augmented Reality apps appearing in the market. The first manifestations of AR appeared in the late 60s, became real in the 70s and by the 90s were already being used by major companies. Now portable computing is finally powerful enough to deliver AR to anyone who has a smart phone or latest generation PC or console. But first my simple definition of Augmented Reality.
Information, 3D models or live action blended with or overlaid onto the physical world in real time. A camera & attached screen is used to view the combination of reality & real time virtuality. Devices or systems commonly used for AR include
But the purpose of this pretty detailed post is to simply list and try to categorise the many types of business Augmented Reality apps appearing in the market and to try to identify opportunities.
With my Director of the Australian Laboratory for Advanced Media Production hat on I often front our workshops and seminars with a kind of ‘trawl’ across the area being presented by specialist speakers. This means a rather high level view of services, key examples and robust case studies that provide a foundation for the other speakers and also a taxonomy, a shared language, for any later workshop elements. There have been two in the last two weeks on TV 2.0 and Documentary 2.0: Serious Games and I have just put my slides up on slideshare – embedded below. The two below are an interesting pair.
I believe that these two areas of transition clearly indicate the major shifts taking place at the moment, already predicated as you see in the Marshall McLuhan clip. The first in this post is the TV form which is now being developed and evolved by global online communities deciding on the more social, tribal (niche) and participatory video format over the regimented, formulaic, commercially focused TV we have seen unchanged on prime time in the past 30 years. The second presentation below is on Serious Games or Documentary 2.0, the nature of learning about real world issues, the evolution from passive through to play. Rather than being force fed a series of edited perspectives in traditional documentary TV style, now we immerse ourselves in the dilemma, the scenarios and understand them by (as I point out in the presentation reference to Edgar Dales Cone from 1946) Direct Purposeful Experience. First though…
Television 2.0 – The Latest Innovations in Online Video The first seminar was looking at the future of online video from a TV 2.0, participatory and socialized TV perspective. Again the issue here was a definition of TV followed by some kind of structure on which to talk about the many and various incarnations of ‘the form’ as it starts to spill out across online communities and portals.
What is TV?
The device or screen?
The distribution channel?
The form, types of programmes?
What is that form? “Popularist, often live, linear video or something far more social & interactive?”
Breaking the hundreds of examples of TV moving from broadcast to shared, socialized and participatory into meaningful categories was a problem so I stuck to three simple ones:
Many-to-many & 2 way
Participatory TV shared video content. Democratized, disintermediated, de-attached
Measurability – New Monetization models – value add & innovative services around the video content e.g.: personalization
Before my embedded slideshow (which includes ‘comic-style bubble’ commentary done quickly after the event!) I embed a short clip (which I showed from around 3:38 onwards) featuring a real futurist Marshall McLuhan whose now ancient words provided some sobering perspective to my talk about the disintermediation of TV and other media forms. We all talk long and hard about the new social paradigms but 50 years ago this was already clearly in the zeitgeist – albeit referring to rather scarce distribution channels but highly portentious of where we are close to being now (thinks ‘twitter’ as the drumming 🙂
and for those who think the decline of print is a 2000’s thing here is some of the latter part of the interview (remember from 49 years ago!) that I didn’t have time to show –
Interviewer “Look lets back up a bit Marshall. If more books are being used, more being sold, the libraries are crowded they are busy, how can it be said, aside from what ever else is happening, we are moving out of a print culture?
McLuhan “As John said books are still very important but their role is changing. The nature of their importance is changing. Remember that books were our first teaching machine and during the Renaissance our only teaching machine. Books are what gave the renaissance its peculiar stance. We had to see the world and others through the printed line on the page but today there are many media of information, many teaching machines.”
Interviewer “By teaching machines I presume you are not only referring to those found in the classroom?”
McLuhan “No, we learn everywhere. The books role has diminished. Because of all the other actors it’s no longer King but subject…Notice the shift in the image. From the assembly line stretched out, events taking place one at a time to the modern automated complex where things happen all at once. Bang. Not a line but a field. This applies not only to products but to people. The line, the individual, the event was the book. The field, the all-at-once, the tribal drum – the new medium”
My introduction to the wonderful world of Serious Games wasn’t without its challenges. Firstly the deeper you look into the area the more you discover a veritable black hole of titles. Literally thousands of console, 2D web based, 3D MMOGs, CD ROMs, locative play, connected DVD’s, Social network widgets, educational virtual worlds – endless places that serious play or games exist or have existed. But as well as the quantity problem we have the issue of how to classify them, break them down into meaningful ‘chunks’ so we can understand them. Finally there is the problem of definition – what exactly is a serious game? So before the embedded slideshow – I pulled out a little definition I came up with and more importantly a taxonomy which we used in the workshop.
Generic definitions from others
Games that are NOT entertainment ?
Games that are simulations ?
Games that are: infotainment, edutainment, advergames, therapeutic, propaganda…?
Games that are used by education, training, health, public policy, defense, and strategic communication ?
Goal orientated ‘play’, often in real world scenarios, intended to ‘improve’ the player/s knowledge, awareness or skills
OK my definition could feasibly include ‘entertainment’ titles but it does raise the question, is a game such as GTA4 or Mirror’s Edge or Assassins Creed actually providing real world training? I would say to a large extent yes – so the field is even broader. So the taxonomy I developed is focused on the intention of the game. What did the creators ‘intend’ the game to achieve, what result would be achieved for the player/s. I developed this list and naturally found a few games overlapped across some of the areas but surprisingly a lot less than broad definitions such as ‘edutainment’! Here is the list (followed by the actual slideshow with examples of each area):
Gary’s Top Ten – Serious Game TaxonomyYOUR INTENTION WITH YOUR GAME IS TO: