Posts Tagged ‘wikitude’


The Augmented Media Experience: “marketing insights for commercial use of Augmented Reality”.

January 16, 2011

February and March of this year, Citymall Almere in the Netherlands will be the center for augmented reality. We were fortunate to get the assignment to build an augmented reality channel for the Citymall as facility for all its retailers. We will launch the first version on public mobile AR browser Layar but we expect that Junaio and Wikitude will follow. Next to the mobile AR channel TAB Worldmedia will open the first (255m2) experience and consumer research center for augmented reality media in the World. The pop-up store formula will open its doors on February 10th and will be the center for all digital activity in Citymall Almere.

Experience centre

‘The Augmented Media Experience’ is a temporary store formula that will be open for a period of 2 months. Consumers and companies will be able to get acquainted with spectacular new digital interactive media. From augmented reality on Android- and iPhones on public augmented reality browsers like Layar, Junaio and Wikitude to special augmented reality apps like Wordlens.

To complete The Augmented Media Experience we will be looking beyond augmented reality on mobile devices. Visitors will be able to enjoy AR on kiosk, digital mirrors, interactive floors, holographic store windows and more!

Consumer research

During the opening period ‘The Augmented Media Experience’ will not only serve as entertainment and information area for visitors of the shopping mall but even more as a consumer research centre. The primary goal of TAB Worldmedia, the company that developed the mobile augmented reality application for Citymall Almere, is to generate deep consumer insights on how visitors interact and react to new augmented media. The question how these innovative media will contribute to commercial sales will be researched on a continuous basis. For augmented media participants also will have the unique opportunity to do tailor-made consumer research for their product or service. Read the rest of this entry ?


Finally safe driving with augmented reality navigation, Wikitude Drive.

December 27, 2010

Congratulations to Andy Gstoll, Andi Hauser and Martin Herdina for launching Wikitude Drive! As you probably know we are augmented reality fanatics so every new product or service that comes to market we have to see for ourselves! Well… it’s not a big secret that Wikitude has been working on Wikitude Drive and so we are very happy that they have launched it in the Android market. Now we just hope that Amsterdam is on their roadmap ;).

Wikitude drive is the worlds first fully functional mobile AR navigation system with global coverage (for Android 2.1 and above). It is a light weight turn-by-turn navigation system that uses Augmented Reality. Wikitude Drive launched in Austria, Germany and Switzerland!! All other countries, please stay tuned!

The system works by attaching your mobile phone on top of your dash board looking at the road. The application then overlays video captured through the camera with driving instructions. This allows users to literally drive through their phone, watching the road even while they are looking at directions.

Wikitude Drive distinguishes itself from other navigation systems in two ways: First, due to the overlaying of the route onto the live video stream of the surroundings, the driver can easily recognize and follow the suggested route. Instead of looking at an abstract map you are looking at the real world. The navigation system leads the driver through unfamiliar territory in a natural, real and easy way.

Secondly, Wikitude Drive solves a key problem that all other navigation systems have. These systems require the driver to take his eyes off the road in order to look at the abstract navigation map. Just by looking at the map screen for one second when driving at 100 km/h (62 mph), the driver is actually “blind” for 28 meters (92 ft). Think about how much can happen in those precious meters. Since Wikitude Drive provides you with driving directions on top of the live video stream, you still see what is happening in front of you when looking at the display of your mobile AR navigation system.

In some driving conditions however, for example when driving in the dark, a traditional map is in fact advantageous. With just one tap on the cell phone’s touch screen, you can switch between the Augmented Reality view and the traditional 3D map-view. To give you additional navigational directions, voice commands are provided as well.

Navigational data comes from Navteq, a global supplier of mapping and routing information. A future version of Wikitude Drive will integrate with Wikitude World Browser to offer millions of Points of Interests to leverage the full power of the Internet and user generated content.