Connecting the real world with your mobile - or how to ask "What's that?"
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The document discusses how mobile devices can connect the real world to the internet through various technologies like barcodes, visual recognition, location services, and tags. It describes how retailers and brands are using mobile apps to identify products in stores through these methods. The company discussed provides leading barcode reading and visual search capabilities to match images of products with online databases. Their technology allows mobile devices to bridge the physical and digital worlds.
Connecting the real world with your mobile - or how to ask "What's that?"
- 1. Connecting the Real World With Your Mobile!… or how to ask “what’s that?”Geoff Ballingerhttp://www.mobileacuity.comhttp://blog.geoffballinger.co.uk
- 2. me
- 3. usbased on work at Edinburgh Universityspun out in 2006 to commercialise mobile visual searchinitial commercial marketing work with leading brands and agenciesnow focussed on visual search for products
- 5. Your mobile is:the little bit of the “internet” in your pocket wherever you are all the timebecoming a bridge between the “internet” and things around you in the real world
- 6. e.g. a retailer’s mobile app ...Tesco “Groceries”Launched yesterdayTop lifestyle app on iPhone!Built by RibotGreat integration!BUT hard to find products!
- 7. e.g. price comparison ...“How much can I save by not impulse purchasing now?”quickly/easily identify the productidentify the specific productdiscrete to use in store!
- 8. e.g. augmented reality ...augments reality - overlay digital information onto the real worldtypically on a camera viewfinder viewcan be hard to produce a believable viewe.g. Layare.g. theodolite appe.g. cityguides etc
- 9. e.g. brand marketing ...mobile becoming a serious optionoften combined with traditional medianeeds to be inclusivemustn’t be off-putting
- 10. “real people”As Aral said in the keynote – “stay naive”Real users are typically not like us ...What is the user there to do?Bar is set higher in mobile – less tolerant.Objective is to build apps/services that real people want to and can use!
- 12. 1D barcodesOn most products.UPC/EAN codes.BUT ...Designed for laser scan – not imaging.Some retailers have private systems.Not user friendly!
- 13. howable to overlay info in viewfinder?platform capable of “scanning”?close focus capability?distortion across the frame?inter-pixel effectsbinarisedvs “fuzzy” reader
- 14. readers( )pic2shop / Vision SmartsGoogle ZXing
- 15. Sccope
- 16. Sccope demo
- 17. 2D barcodesPatent No. 6,999,573 31st Jan 2006xx
- 18. Visual SearchBut ...not every product has a barcode!
- 19. Visual Search“What’s that?” ...
- 20. Visual Search
- 21. Who’s whoPixTo
- 22. GoogleGoogle Goggles – general visual searchGoogle Shopper – visual price comparisonUI issue – what does the scanline mean?
- 23. AmazonAmazon Remembers – snap a picture of the itemrecognition of 2D media productsmechanical Turk style “recognition” of all other items
- 24. MA Demo
- 25. Visual ARSpecific and accurate placement of digital info into the video stream.
- 26. marketing
- 27. recognitionsimplest usereplaces SMS keyword response
- 28. zoningactivation of Vodafone’s Champions League sponsorshiptake penalties by taking a picture of where you want to aim the ballsend in by MMS to see whether you score or nottrue user interaction
- 30. Compass and GPSlocation and orientation to deduce view(accelerometer for finer movements)many good AR and map based examples on iPhone and Android
- 31. Layar AR
- 32. but ...... in Father Ted’s immortal words:(Father Ted is demonstrating some plastic toy cows to Dougal)“OK, one last time. These are small... but the ones out there are far away. Small... far away... ah forget it!”
- 33. tagsSome objects in the world have RFID tagse.g. TOTeM “Remember Me”with OxfamNFC – tags + trustc.f. swatch skipass and Oyster features
- 34. SummaryLinking the internet into the real world via your mobile using:barcodesvisual recognitioncompass and GPStagsThe Internet of Things?
- 35. What we can provide!class leading 1D barcode readervisual indexing and search over databases of up to 10 million 2D images3D indexing and visual search working now and will be launched in 2011
- 36. Thanks for listening!Geoff Ballingergeoff.ballinger@mobileacuity.comhttp://www.mobileacuity.comhttp://blog.geoffballinger.co.uk@geoffballinger