*It's an industry gig and guys are standing around doing hey-we're-in-a-young-industry stuff. Panels, demos, schwag, tweeting, talking to the press, that sort of thing.
http://www.augmentedrealitysummit.com/
*For instance:
http://www.mobile-ent.biz/news/read/ar-summit-today-s-world-through-augmented-reality/014637
(...)
"Future evolution? "We're hurtling towards the future," said Semenzato. Currently, visual search is about barcodes, QR codes and now books and CD covers, but in the future it will shift towards "viewing things in our real world and getting information back in real time" - something Google is trying to do already with its Goggles service, for pointing at real-world landmarks and other objects.
"Cortexica has open APIs for databases like movie posters, corporate logos, classic artworks and wine labels, so developers can test its tech.
"Last up was Nick Bedford, Lynx's account director at creative agency Kinetic, to talk about the experiments Lynx has been doing with its Fallen Angels campaign, although this was based around big screens in real-world locations rather than mobile - virtual angels dropping next to people standing on the Victoria station concourse for example. Bedford said it cost "ten times more" than a standard billboard campaign.
"In the Q&A section of the session, Brown was asked whether there's a danger of AR becoming a gimmick. "One of the worst things about this industry is the name," he said. "Augmented reality: what does that mean to the public? The challenge is trying to get it into the mass markets by using techniques and technologies to give the 'wow' factor on a consistent basis."
"Damani was asked about criticism of the idea of holding mobile phones out in front to view AR content through a screen. "We're seeing a continuous uprise in the number of downloads we're getting from these apps, so the interest is there," he said. "But it's not really about holding your phone up and spinning around. It's more about seeing something and saying 'what's going on there?'." ..."
#arsummit
