Please see blog http://blog.eComm.ec

2. Making Mobile Augmented Reality More Compelling Ronald Azuma Research Leader Nokia Research Center, Santa Monica eComm 2011, June 29, 2011 2

3. 3 Public Current state of mobile AR Tracking limitations constrain experiences metaio

4. 4 Public Two approaches Exploit unique, powerful locations Rethink how to implement AR

5. 5 Public + + +

6. 6 Public The Westwood Experience 1) Story elements tied to unique and powerful locations 2) Focus on a linear story, not games, marketing, puzzles, etc. 3) Mixed Reality effects not commonly seen in location-based experiences

7. 7 Public

8. 8 Public Clear and meaningful connections between the real environment and the experience on the mobile device

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10. 10 Public Indirect AR Rethink how to implement an AR experience Render both what user perceives to be virtual and real Tradeoff between a difficult tracking problem or a difficult rendering & modeling problem

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13. 13 Public User Study on Indirect AR 16 out of 18 participants didn’t realize they were not looking directly at real world Strongly significant preference for Indirect AR (under tested conditions)