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Blog: Layar Vision

Meet the 15 Finalists For the Layar Creation Challenge! [VIDEO]

Adriane Goetz October 6, 2011

Layar recently released Layar Vision, an extension of the Layar platform enabling visual search on the mobile phone, recognizing real world objects and showing digital content on top of them.

We organized the Layar Creation Challenge as a way to kickstart the Layar Vision launch by encouraging developers to create immersive Augmented Reality experiences with the beta client.

More than 200 developers registered for the Challenge, and we reviewed many great submissions, but we narrowed the list down to these 15 concepts that we believe best meet the Challenge criteria.

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Permalink: www.layar.com/news/blog/347

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Layar Vision Demo Video: Stream 2011 Concepts

Adriane Goetz September 22, 2011

As we previously mentioned, Maarten Lens-FitzGerald recently attended the Stream 2011 conference in Athens and brought along some cool new Layar Vision concepts!

These giant posters now hang proudly in our office for those who enter Layar HQ to experience, but we also created a demo video to share that experience with everyone!

If you downloaded the Layar Vision beta (Android only) you can try the Stream11 layer for yourself using these reference images.

Otherwise, just check out the demo video!

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Permalink: www.layar.com/news/blog/345

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Layar Enters in Partnership With Telefonica I+D For Visual Search Technology

Adriane Goetz September 20, 2011

Hot off the newswire:

AMSTERDAM, NETHERLANDS – September 20th, 2011 - Layar, the largest open platform for mobile augmented reality (AR), today announced they entered into a strategic partnership with Telefonica I+D for providing them with their market leading Visual Search Technology: IRIS. Visual Search enables Layar to search through millions of images to identify these images and correctly augment them on the mobile phone resulting in a more intuitive user experience.

Visual Search is a key component in the delivery of vision based Augmented Reality services to end-users. It makes it possible for real world objects to work as identifiers and/or hyperlinks for augmented reality experiences. Layar is adding IRIS Visual Search capability to their Layar Reality Browser, making it significantly easier for users to discover relevant Augmented Reality content.

The goal of Telefonica’s IRIS project is to develop a service that provides information related to an object just by taking a picture of it. The object needs no special packaging, tag or marker. For this objective, Telefónica I+D has developed and patented proprietary visual recognition technology. This technology enables the identification of objects such as supermarket products, logos, posters, or paintings among others. The collaboration of this project with Layar is framed within the Open Innovation initiative of Telefónica I+D.

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Permalink: www.layar.com/news/blog/342

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Layar Vision Best Practices Webinar This Week

Adriane Goetz September 13, 2011

In a continued effort to help make all interested parties into expert Layar Vision developers, we’re hosting another webinar this Thursday at 5pm Amsterdam time (CEST), this time to provide examples of the best and worst types of reference images.

Join Layar Vision expert Michael Hofmann to make sure you’re choosing the most augmentable reference images possible for your Vision layers. Register now!

In case you weren’t able to attend the Introduction to Layar Vision webinar that King Yiu Chu hosted last Friday, September 9, we posted the audio recording and presentation slides here for download.

Permalink: www.layar.com/news/blog/337

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#Stream11 Conference Report: Insights, Demos and an Ignite Talk

Maarten Lens-FitzGerald September 12, 2011

This year I once again had the privilege to attend WPP’s Stream, an unconference event hosted by Sir Martin Sorrell, CEO of WPP Group, and Yossi Vardi. It was a month earlier than last year, which resulted in tropical weather. This contributed nicely to the event.

I like Stream because it is a very relaxed atmosphere where everyone is in shorts and flip flops, the egos are left at the door, and everyone is very open, willing to engage and share. For me it’s great to get an idea of what’s going on in the world of digital advertising. Almost all of WPP’s digital directors and managers are there, which is a lot, as WPP is one of the world’s biggest agencies. Next to that they bring their clients and partners. I get to talk to all parties in this ecosystem and learn from them.

A day at Stream has two parts. The first part, the daytime, is when workshops and discussions take place. I hosted a discussion on AR (see below for the learned insights and used demos). The second part is the evening program. Here everyone gathers in the Big Top (the main tent) for various entertaining activities. On Friday night it was time for the Ignite talks.

Ignite talk: Augmented Reality is the Great Equalizer

The format for the Ignite Talks was originally thought up by Tim O’Reilly. It’s a format where all can climb the stage and share an idea or vision, anything basically, as long as they adhere to the format: 15 slides that automatically forward every 15 seconds.

It was great to use this format to challenge myself to fit our vision about why Augmented Reality will be an important part of our life in the coming years, and what the effect will be, into only 5 minutes and 15 slides! Plus, the added pressure of being in the midst of other presenters like Esther Dyson, Andrew Keen and David Rowan. There is only one remedy for these situations, and that is to practice… and practice and practice (which i did). The presentation went well; people liked it. Anyway, the slides are below. Go here to see the transcript in a separate post.

Insights

The main insight that I gained from Stream is that Augmented Reality is about to break though with Vision. As soon as people see how it works, just holding a phone over an object or magazine page, they realize the potential. Readers, users, consumers, publishers, advertisers—everyone. As soon as they see it they get it, and start coming up with use cases themselves.

For Augmented Reality to break though, it’s important that large media titles as well as brands start adopting it in their work. That’s the way for the public to get acquainted with it. They will help and show that it’s worth doing by offering a valuable experience. I especially think magazines and newspapers will play a big roll initially. They know content and also have a great existing channel and audience.

Another learning, and advantage for publishers and brands to use Augmented Reality, is its short lead time and no need to change original assets. Packaging doesn’t need to be altered to add an experience on top of it. The Augmented Reality experience can be added later and much more quickly than it takes to produce the packaging itself or the article. For example, the poster campaign mentioned below was developed in less than a week.

Layar Vision Demos

I brought several demonstrations with me in the form of posters as shown below. If you have a beta build (Android only) of the Layar Browser then look for “Stream11” and hold it over the poster to experience it.

For those who don’t have the beta: with the girl you can try out several pick-up lines to get her attention. You see this when you hold your phone up to the poster. You can scroll though the pick up lines and try them out with different results.

The Lolcat poster had a lot of success. Everyone likes them 8-). In this demo you again just hold up your phone over the poster and see several options: share the cute cat love with your friends on Facebook and Twitter, watch a cute cat video, donate to a cat cause and… (yes the best one is the last) give the cat laser eyes!

Many thanks to WPP, the Stream team and all who were there. It was a great weekend!

Maarten Lens-FitzGerald
twitter.com/dutchcowboy

Permalink: www.layar.com/news/blog/334

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