Augmented Reality (AR) in media applications

Transkriptio

1 Augmented Reality (AR) in media applications Maiju Aikala, Tatu Harviainen, Pekka Siltanen & Caj Södergård VTT Technical Research Centre of Finland Research questions Is it possible to create more addictive user interface for media contents utilizing new technology? How / where and for what the new open service is used? What kind of business models the service generates? 2

2 Targets Location based application User surroundings part of the user interface Rich content Large variety of location based content Active user participation Approaches Open-minded prototyping Focus on new technologies, AR / Data glasses User-centered design Far-reaching implementation Public use of prototypes in real contexts 3 User perspective in different stages of application development process Users/ consumers Weak signals Needs Ideas Feedback Usability User experience Development ideas Mobile AR- City Guide Application idea Owela User test User test/ Owela Researchers/ developers State-ofthe-art Scenarios & concepts Prototypes Products Innovation process Anticipating future Concept development Product and service development Testing and commercialization Feedback from users Proposals from researchers and developers 4

3 Application Mobile AR City Guide 5 Enthusiasm over novel user interface Users were enthusiastic about Augmented Reality brings along playfulness Benefit? For example, extra information on a building, easier navigating Odotan että kameran läpi tarkastelu toisi uutta näkökulmaa tapahtumien ja uutisten selailuun. Uutta infoa jota en saa muutoin tietooni ja ehkä käyttäjien omia kommentteja/lisättyä tietoa. 6

4 Mobile AR City Guide entertaining and useful application Filling empty moments Kokeilin Vantaalla bussissa. (En saanut mitään tapahtumia näkyviin.) New (surprising) information, new viewpoint Olisi hauskaa, jos kaupunkiopas kertoisi minulle melko tutustakin kaupungista jotain ihan uutta. Monissa kaupungeissa järjestetään erilaisia teemakävelyitä, joissa käydään läpi tietyn teeman ympärille soveltuvia kohteita. Miksei samanlaisia voisi olla mobiilioppaassa? Useful application for tourists Turisti voisi etsiä hotellinsa sen avulla. Myöhemmin sitten oppaan avulla saisi nippelitietoa paikallisista asioista täältä kaupungin parhaat korvapuustit! 7 Promising application requires development Underneath the current shortcomings, the application is considered to have potentiality On kiva, että voi saada monentyyppistä informaatiota saman sovelluksen kautta, ja että käyttäjillä on mahdollisuus jättää omia viestejä sinne. Kyllähän tämä tietysti avaa myös mainosmahdollisuuden paikallisille yrittäjille. Rich content more possibilities to filter 8

5 Business Model Canvas 9 Value proposition By merging physical and digital, we expand the physical offering and reach out better to customers through location based information, contextual audio and video and utilising the social networks of users For Advertiser Reach people at a certain location Targeting for engaging customers Activation of consumers For Consumer Here-now awareness Entertainment, curiosity, surprises, serendipity Offering adapts to context dependent needs 10

6 Key partners and customer segments Partners Media house / content producers / information gatherers and refiners Technical partners Service providers Municipal actors User communities Customers Advertisers Consumers / tourists: new services City citizens: municipal and other services User communities 11 Conclusions Augmented Reality brings along playfulness to media use; usefulness is not fully proven at the moment Content plays important role Mobile AR City Guide can give a new viewpoint to the city Up-to-date information is required Business model is based on adaptation to context dependent needs of consumers Partnership in a key role 12