Emakina Digital Reality

Digital Reality
An brief inventory of (mobile) Augmented and Virtual Reality
Cédric Gyselinck / Account Manager / cedx@emakina.com

What is VR?
 VR = Virtual Reality.
 aka Immersive Multimedia.
 VR replaces environment with a
computer-generated one.
 VR can recreate sensorial experiences.

What is VR?
 Usually uses a VR “helmet”.
 Helmets connected to a computer:
 Oculus
 Vive
 Helmets embarking a smartphone:
 Cardboard
 Gear VR

VR - Examples
 Jaeger LeCoultre (Android / iOS)
 Virtual telescope: Discover the Jaeger
LeCoultre collection by exploring the galaxy
 Dedicated custom-built iOS app
 Uses smartphone’s features (gyrocsope,
accelerometer) to position user’s stare.
 Used at main watch fairs around the world.

Emakina Case
 Emakina Rollercoaster
 Cardboard rollercoaster
 Android version available now
 iOS users, be patient
 Oculus version at the Emakina booth!

VR - Examples
 OCULUS
 By Oculus-Rift.
 Acquired by Facebook for $ 2.4 Bio.
 Potential audience:
 1.2 billion monthly active Facebook users.
 Immersive videos already available on Facebook.
 Public Release:
 Unknown (mid-end 2016).

VR - Examples
 VIVE
 By HTC and Valve
 Includes an in-room location system
 125 million monthly active Steam accounts.
 Public Release:
 Sumer 2015 (developers) - Fall 2015 (public)

HTC Vive
https://www.youtube.com/watch?v=eTITJSSRUso

VR - Examples
 MORPHEUS
 By Sony Computer Entertainment
 Potential impact:
 20 million Playstation 4 sold (to date)
 Sony Pictures will be involved
 Public Release
 Q1 2016

VR - Examples
 Cardboard / Dodo Case
 Initial concept by Google
 Lots of cardboard or plastic alternatives
 All smartphones users (2 billion by end 2016).
 Experiences available through regular app stores.
 Public Release
 Available now

VR - Examples
 Gear VR
 By Samsung and Oculus.
 4.5 million Galaxy Note 4 owners
 Oculus VR Store for experiences.
 Public Release
 Available now

VR - Examples
 ViewMaster
 Rebirth of a 1931 toy by Mattel and Google
 Experiences available through “experience reel
packs”
 Potential impact:
 Popularize VR to the youngsters
(and nostalgic adults)
 Public Release
 Fall 2015

Mattel ViewMaster
https://www.youtube.com/watch?v=drZhDHqJEtg

VR Use Cases ?
Immersive
and
Impactful
BRAND EXPERIENCES

Insurgent VR: Shatter Reality
https://www.youtube.com/watch?v=OMxgo6zoAIM

What does VR offer to your brand?
 VR is the next frontier in immersive
experiences.
 Leading and innovative image
 VR is buzzing… First in – First served !

Technologies
 3D Modeling – Cheap software licences
 Unity 3D *
 Unreal Engine *
 Valve Source 2
 Framework integration
 SDK of the target platform (Occulus, Vive, …)
 * OSVR (Open Source VR)

Challenges
 Isolation from the environment
 Interactions – Man-machine Interface
 No view of the “real world” means no
access to keyboards etc…
 Cardboard / Samsung Gear’s button

What About Immersive Video ?
Mobile AR / VR

What Are Immersive Video / Panorama?
 Similar to immersive multimedia
 Less interactions, more linear
experience
 2 types
 360° panoramic
 Full spherical (360° x 360°)

Immersive Video – 360° Panoramic

Immersive Video – Full Spheric

Panoramic Video
 YouTube 360° videos
 Available since mid-March 2015.
 Experience immersive videos on
smartphone.
 Android YouTube app or Google Chrome

Panoramic Video
 Google Photosphere
 Shoot and view spherical panoramas with
your smartphone.
 Available on the AppStore an Google Play

Panoramic Video
 Panono
 Capture full spherical panoramas in one
take.
 View panorama with the dedicated app
 Up to 108 megapixels for best image quality
 GoPro
 Capture full spherical 4k videos

Challenges
 Filming equipment (early stage)
 Viewing equipment
 Smartphone? OK!
 Helmets? NOK…
 Need more broadcasting platforms!
 Youtube, and then… What’s next?

Immersive Video Use Cases ?
 Products Presentations
 Visiting places - Sightseeing
 Entertainment

What is AR?
 Live direct or indirect view of a physical,
real-world environment whose elements
are augmented by computer-generated
sensory input such as sound, video,
graphics or GPS data.
Source Wikipedia

AR – Mobile Apps
 IWC Experience (Emakina)
 Scan catalog pages and add
a layer of information:
 3D Models
 Videos

AR – Mobile Apps
 Swift Expo (Emakina)
 (iOS / Android)

AR – Mobile Apps
 Ferrari Pit Stop (Emakina)
 Duty Free in Dubai
 Scan makers to reveal additional info
 Pilots info
 Technical specs
 Internal mechanics
 …

AR – Mobile Apps
 Layar
 Scan your environment and get additional
information of things around you (bars,
restaurants, shops, …)
 Scan magazines and catalog pages and
add multimedia information on items on
pages.

AR – Examples – Heads Up Display
 Used by the army in jet fighters for
years
 Now available in “everyday” cars!

AR – Examples – Google Glass
 Google Glass
 A small screen (glass) in the corner of
glasses frames displays a small spot of
Augmented Reality
 Explorer phase now over. But “”
 Project handed to Tony Fadell (Nest CEO
and iPod project leader at Apple)

Magic Leap
http://www.magicleap.com/#/home

AR – Examples – Magic Leap
 Magic Leap
 They call it Alternate Reality
 A Google Glass on Steroids?
 Raised more that 500 Mio from VCs like
Google, Qualcomm and Andreessen
Horowitz.

Just another day in the office
https://www.youtube.com/watch?v=kPMHcanq0xM

AR - Examples
 Microsoft HoloLens
 Microsoft calls it holograms
 Transparent screen displaying a layer of
information beteween eyes and
environment
 Real-time perspective alignment of the AR
layer to match environment

AR – HoloLens Demonstration
https://www.youtube.com/watch?v=QRQv74J7oSk

Technologies
 Frameworks
 Native iOS and Android apps:
 Custom Development +
 Aurasma
 Vuforia (by Qualcomm)
 Official SDK by Microsoft and Google
coming soon?

Challenges
 Technologies still in early stage.
 Huge expectations (think of HoloLens or
Magic Leap teasers).
 Computer calculation power.
 ???

Augmented Reality Use Cases ?
 Enrich static content with multimedia:
 Magazines and catalogues
 Expos
 General environment
 Tomorrow?
 Use cases still to be imagined !

Bonus – Eve Valkyrie – In-game Footage
https://www.youtube.com/watch?v=3SI1CB4rcf8

Emakina Digital Reality

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