Google and Apple are set to tussle in mobile augmented reality, pitting Android handsets against the iPhone, according to ABI Research, which sees a $3 billion AR market.
Google and Apple meet on several battlefields in the mobile computing war, but there is one big front where the rivals have yet to show their weapons: mobile augmented reality.
Mobile augmented reality (AR), which comprises the overlay of information on real-world views seen through a mobile phone's camera viewfinder, is the window to the Internet of Things, where real-world objects have data associated with them.
For example, one AR application could allow users to point their phone's camera at a building, click on an information label associated with the building and see information about the building's history.
ABI Research analyst Mark Beccue has been studying mobile AR, which to date has largely been a niche market covered by startups such as Layar and Wikitude, which have built AR browsers for smartphones such as Apple's iPhone and Google's Android platform.
Beccue said the 2010 revenue total associated with AR amounted to only $21 million, but added that the total could explode to $3 billion by 2016.
How wil AR get to $3 billion by 2016?
- Mobile marketing
- Online search
- Tourism
- Retail
- Social Networking
- Other verticals
- Google and Apple, of course.
Google and Apple will become major rivals and facilitators in this space because they each possess computer vision technologies that rely on smartphone cameras that send image information to the companies' computing clouds, then back to the users' phones to complete an action.
- Google Goggles - Google's visual search application that lets users take pictures of objects such as landmark bridges, book covers, wine bottles and other two-dimensional objects.
- Polar Rose - Acquired by Apple and makes facial recognition software and other products that enable the "automatic creation of events based on visual cues in images."
Apple hasn't said what it is doing with these assets, but Beccue believes the computer maker could adapt the assets as a social networking capability on the iPhone. For example, Beccue said a user might hold his or her phone camera up to a person and see that person's social networking feeds from Facebook, Twitter and other social apps.
Of course, there are all sorts of privacy concerns with this, so Beccue said such a service would have to be completely opt-in. If an iPhone user didn't choose to turn on the facial recognition enablement for the app, his or her social feeds would not be accessible from other users' iPhone cameras.
Google, which has deliberately (Google Buzz) and inadvertently (Google Street View) challenged privacy boundaries, has interestingly declined to make facial recognition a part of Goggles due to the privacy concerns.
"Google is being driven by search, which is being driven by a new kind of search, [which] would be [the Internet of] Things," Beccue said. "They started with books and CD covers, but we're talking about anything. There are a lot of different pieces they need, but they have very sophisticated algorithms."
For example, Google could marry Google Goggles with its Google Shopper application.
This would allow a shopper to point his or her phone camera at an article of clothing in a retail store and learn perhaps not only all of the sizes available, but all of the colors and even information about which stores might carry the clothing article at a discount.
The key to real AR market growth, Beccue told eWEEK, is to embed AR into a wide range of apps running on a variety of devices. That's when we'll see the tipping point en route to that $3 billion estimation ABI expects in the next five years.
COMMENTARY: Augumeted reality presents the same challenges of adoption that location-based social networks like Facebook Places, foursquare and Gowalla are facing, only it's going to be much worse. User's who opt-in to an AR services are quite literally revealing aspects of their personal life they may not want revealed. Mr. Beccue is getting a bit carried away with the potential revenues from AR technology without understanding its full ramnifications In the wrong hands, AR could be very destructive. From my vantage point, I see three social networking levels:
- Level 1 - Regular social networks like Facebook and Twitter.
- Level 2 - Location-based check-in services like Facebook Places, Gowalla and foursquare.
- Level 3 - Augmented reality.
AR is on a different plane altogether, which is why augumented reality, if taken to the extreme, can become your worst nightmare. The technology has to be controlled. I visualize several categories of AR:
- Retail - Used in the retail environment to obtain product information, increase retail store traffic, capture a bigger share of the consumer wallet at the point-of-sale and enhance the overall shopping experience.
- Non-Retail - Finding and discovering information about places and things (non-human). Restaurants, museums, stadiums, zoos, amusement parks, universities, hospitals, and tourist spots would be a an excellent fit.
- Personal Information (PI) - The use of AR in identifying and obtaining information about individuals. I see the following possible levels:
- PI01 - The disclosure of basic personal information about you to your close friends and fans. Does not include contact information or very personal information. Similar to your connections on LinkedIn.
- PI02 - The disclosure of more indepth personal information on a by-invitation-only basis to a small group of specific individuals, friends and fans. Similar to a protected account on Facebook and Twitter.
- PI03 - Used by corporations, educational facilities, governmental agencies, private clubs, and so forth to identify individuals, students, employees, contractors and temporary workers, and to allow access to secure facilities and areas, offices, lunch rooms, libraries, research labs, and so forth.
- PI04 - Used only by law enforcement agencies like, the local police, CIA, FBI, NSA and so forth. Used for positively identifying individuals through facial recognition and in the apprehension of criminals.
- PI05 - Used by the military to allow military personnel and contractors to access highly classified areas and facilities requiring security clearances (confidential, secret, top secret, above top secret, and so forth).
I just don't see how you can just open the flood gates and use AR without placing strict limits on who can use AR and for what purpose. Children under 12 should not be allowed to use AR apps. You must also set a time limit, and be able to turn-on, turn-off and terminate AR. Wanton missuse would just result in total chaos.
Back on December 9, 2009 I posted an article titled, "Tonchido's Augmented Reality Takes Position-Based Marketing To A New Level", about Tonchido Corp, a Japanese startup located in Tokyo that had created quite a stir at the TechCrunch50 show, when it introduced Sekai Camera, the first mobile augmented reality applicaton. Today, Tonchido has developed the following AR apps:
- Sekai Camera For iPhone
- Sekai Camera For iPad
- Sekai Camera For Android
- Sekai Camera ZOOM
- Sekai Camera Web
Here is a screenshot of the Sekai Camera For Iphone app:
It appears that Tonchido Corp has come a long way and now has quite a following in Japan. In September 2010, Takahito Iguchi, Tonchido Corp's founder and CEO, said the Sekai Camera for iPhone "has been enjoyed in all corners of the globe, having created millions of 'AirTags' in the busiest of cities and remotest of places in the process".
I thought it was important to share this information with you, since a lot of people don't have any idea what augumented reality is all about and that Tonchido Corp was the original inventor of this technology for commercial purposes.
Just for fun, I want you to review my blog post dated July 11, 2010 titled, "Augmented Reality: The Nightmare Scenario", about about augmented reality taken to the extreme. So be careful what you wish for, you just might get it.
Courtesy of an article dated February 21, 2011 appearing in eWeek.com
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