I set out to assess the implications of a wholly new medium, one which had received little academic attention written from a media theoretical perspective. I made clear use of an industry connection to gain inside knowledge of the developments occurring to bring this medium to the mainstream. Building a methodology that could sustain the level of analysis that I hoped to achieve, I observed the interactions between technology and industry, market forces and cultural influences. Having positioned my subject at the crest of a curling wave, I employed critical media theory to explore the potential implications of my subject in its wider context of social reality. This ambitious task has granted me insight into how the complex interactions of various fields give rise to social change. Along the way I have revealed seams rich in potential for further analysis.
McLuhan is proven to apply to yet another medium, the perspective he offers served my analysis quite well. A further exploration might make use of his Acoustic and VisualSpace probe, Cavell’s basis for McLuhanistic spatial enquiry in his book McLuhan in Space (2002) would be a good starting point for such work, since it applies McLuhanism to the media of time and space, thus a good start for work on the presence of virtual objects. Media analysts occupied with screen design might wish to extend Bolter and Grusin’s (1999) work on remediation to the emergent Mobile AR technology, perhaps from an explicit digital gaming perspective. Those with interest in advertising or business as applied to Augmented Reality would do well to continue Benjaminian thought to its logical end: manipulating a virtual object to hold added-value for commercial enterprise. Those with a more creative bent might enjoy a study of the public perception of AR artworks using Benjamin also. There is scope for research into AR-based social interactions; gaming styles; immersion and identity formation, but this sort of work necessitates that first Mobile AR spends at least some time in public consciousness.
Finally, I believe that I have convincingly laid out an argument showing that AR is currently being developed and packaged as an entertainment technology, but its potential for community-driven, self-proliferating excitement of user-created content makes AR a significant and culturally-transformative technology. Convergence between media types will enable and drive the creation of innovative content which if successful will itself rely on new ways of accessing and viewing content and ultimately new forms of content and user experience entirely. We are at the crest of a wave. Will it wither and let a larger wave pass above it, or will it grow to reach tidal proportions? Despite my predictions, only time will tell.
In summary, Mobile AR has many paths leading to it. It is this convergence of various paths that makes a true historical appraisal of this technology difficult to achieve. However, I have highlighted facets of its contributing technologies that assist in the developing picture of the implications that Mobile AR has in store. A hybridisation of a number of different technologies, Mobile AR embodies the most gainful properties of its three core technologies: This analyst sees Mobile AR as a logical progression from VR, but recognises its ideological rather than technological founding. The hardware basis of Mobile AR stems from current mobile telephony trends that exploit the growing capabilities of Smartphone devices. The VR philosophy and the mobile technology are fused through the Internet, the means for enabling context-based, live-updating content, and housing databases of developer-built and user-generated digital objects and elements, whilst connecting users across the world.
I have shown that where the interest in VR technologies dwindled due to its limited real-world applicability, Mobile Internet also lacks in comparison to Mobile AR and its massive scope for intuitive, immersive and realistic interpretations of digital information. Wearable AR computing shares VR’s weaknesses, despite keeping the user firmly grounded in physical reality. Mobile AR offers a solution that places the power of these complex systems into a mobile telephone: the ubiquitous technology of our generation. This new platform solves several problems at once, most importantly for AR developers and interested Blue-chip parties, market readiness. Developing for Mobile AR is simply the commercially sensible thing to do, since the related industries are already making the changes required for its mass-distribution.
Like most nascent technologies, AR’s success depends on its commercial viability and financial investment, thus most sensible commercial developers of AR technologies are working on projects for the entertainment and advertising industries, where their efforts can be rewarded quickly. These small-scale projects are often simple in concept, easily grasped and thus not easily forgotten. I claim here that the first Mobile AR releases will generate early interest in the technology and entertainment markets, with the effect that press reportage and word-of-mouth behaviour assist Mobile AR’s uptake. I must be careful with my claims here however, since there is no empirical evidence to suggest that this will occur for Mobile AR. Looking at the emergence of previous technologies, however, the Internet and mobile telephony grew rapidly and to massive commercial success thanks to some strong business models and advancements in their own supporting technologies. It is strongly hoped by developers like Gameware and T-Immersion that Mobile AR can enjoy this same rapid lift-off. Both technologies gained prominence once visible in the markets thanks to a market segment called early adopters. This important group gathers their information from specialist magazine sources and word of mouth. Mobile AR developers would do well to recognise the power of this group, perhaps by offering shareware versions of their AR software that encourage a form of viral transmission that exploit text messaging.
Gameware have an interesting technique for the dissemination of their HARVEE software. They share a business interest with a Bluetooth technology firm, which has donated a prototype product the Bluetooth Push Box, which scans for local mobile devices and automatically sends files to users in acceptance. Gameware’s Push Box sends their latest demo to all visitors to their Cambridge office. This same technology could be placed in public places or commercial spaces to offer localised AR advertising, interactive tourist information, or 3D restaurant menus, perhaps.
Gameware, through its Nokia projects and HARVEE development program is well placed to gain exposure on the back of a market which is set to explode as mobile offerings become commercially viable, ‘social’, powerful, multipurpose and newsworthy. Projects like HARVEE are especially interesting in terms of their wide applicability and mass-market appeal. It is its potential as a revolutionary new medium that inspires this very series.
The Internet, or specifically the World Wide Web, requires a limited virtuality in order to do its job. The shallow immersion offered to us by our computer screens actually serves our needs very well, since the Internet’s role in our lives is to connect, store and present information in accessible, searchable, scannable, and consistent form for millions of users to access simultaneously, to be dived in and out of quickly or to surround ourselves in the information we want. The naturally-immersive VR takes us partway towards Mobile AR, but its influence stops at the (admittedly profound) concept of real-time interaction with 3D digital images. What the Internet does is bring information to us, but VR forces us to go to it.
This is a function of the Mixed Reality Scale, and the distance of each from The Real. The closer we can bring artefacts from The Virtual to The Real, the more applicable these can be in our everyday lives. The self-sufficient realm of The Virtual does not require grounding in physical reality in order to exist, whereas the Internet and other MR media depend on The Real to operate. AR is the furthest that a virtual object can be ‘stitched into’ our reality, and in doing so we exploit our power in this realm to manipulate and interact with these digital elements to suit our own ends, as we currently do with the World Wide Web.
The wide-ranging entertainment resources offered by the Internet are having a profound effect on real-world businesses, a state of flux that Mobile AR could potentially exploit. There is a shift in the needs of consumers of late that is forcing a change in the ways that many blue-chip organisations are handling their businesses: Mobile data carriers (operators), portals, publishers, content owners and broadcasters are all seeking new content types to face up to the threat of VOIP (Voice Over Internet Protocol) – which is reducing voice traffic; and Web TV/ Internet – reducing (reduced?) TV audiences, particularly in the youth market.
T-Mobile, for example, seeks to improve on revenues through offering unique licensed mobile games, themes, ringtones and video-clips on their T-Zones Mobile Internet Portal; NBC’s hit-series ‘Heroes’ is the most downloaded show on the Internet, forcing NBC to offer exclusive online comics on their webpage, seeking to recoup advertising revenue losses through lacing the pages of these comics with advertising. Mobile AR represents a fresh landscape for these businesses to mine. It is no surprise, then, that some forward-thinking AR developers are already writing software specifically for the display of virtual advertisement billboards in built-up city areas (T-Immersion).
The Internet has changed the way we receive information about the world around us. This hyper-medium has swallowed the world’s information and media content, whilst continuing to enable the development of new and exciting offerings exclusive to the desktop user. The computing capacity required to use the Internet has in the past constrained the medium to the desktop computer, but in the ‘Information Age’ the World Wide Web is just that: World Wide.
AR is considered by some to be a logical progression of VR technologies (Liarokapis, 2006; Botella, 2005; Reitmayr & Schmalstieg, 2001), a more appropriate way to interact with information in real-time that has been granted only by recent innovations. Thus, one could consider that a full historical appraisal would pertain to VR’s own history, plus the last few years of AR developments. Though this method would certainly work for much of Wearable AR- which uses a similar device array- the same could not be said for Mobile AR, since by its nature it offers a set of properties from a wholly different paradigm: portability, connectivity and many years of mobile development exclusive of AR research come together in enhancing Mobile AR’s formal capabilities. Despite the obvious mass-market potential of this technology, most AR research continues to explore the Wearable AR paradigm. Where Mobile AR is cousin to VR, Wearable AR is sister. Most published works favour the Wearable AR approach, so if my assessment of Mobile AR is to be fair I cannot ignore its grounding in VR research.
As aforementioned, VR is the realm at the far right of my Mixed Reality Scale. To explore a Virtual Reality, users must wear a screen array on their heads that cloak the user’s vision with a wholly virtual world. These head-mounted-displays (HMD’s) serve to transpose the user into this virtual space whilst cutting them off from their physical environment:
The HMD’s must be connected to a wearable computer, a Ghostbusters-style device attached to the wearer’s back or waist that holds a CPU and graphics renderer. To interact with virtual objects, users must hold a joypad. Aside from being a lot to carry, this equipment is restrictive on the senses and is often expensive:
It is useful at this point to reference some thinkers in VR research, with the view to better understanding The Virtual realm and its implications for Mobile AR’s Mixed Reality approach. Writing on the different selves offered by various media, Lonsway (2002) states that:
“With the special case of the immersive VR experience, the user is (in actual fact) located in physical space within the apparatus of the technology. The computer-mediated environment suggests (in effect) a trans-location outside of this domain, but only through the construction of a subject centred on the self (I), controlling an abstract position in a graphic database of spatial coordinates. The individual, of which this newly positioned subject is but one component, is participant in a virtuality: a spatio-temporal moment of immersion, virtualised travel, physical fixity, and perhaps, depending on the technologies employed, electro-magnetic frequency exposure, lag-induced nausea, etc.”
Lonsway (2002: 65)
Despite its flaws, media representations of VR technologies throughout the eighties and early nineties such as Tron (Lisberger, 1982), Lawnmower Man (Leonard, 1992) and Johnny Mnemonic (Longo, 1995) generated plenty of audience interest and consequent industrial investment. VR hardware was produced in bulk for much of the early nineties, but it failed to become a mainstream technology largely due to a lack of capital investment in VR content, a function of the stagnant demand for expensive VR hardware (Mike Dicks of Bomb Productions: personal communication). The market for VR content collapsed, but the field remains an active contributor in certain key areas, with notable success as a commonplace training aid for military pilots (Baumann, date unknown) and as an academic tool for the study of player immersion and virtual identity (Lonsway, 2002).
Most AR development uses VR’s same array of devices: a wearable computer, input device and an HMD. The HMD is slightly different in these cases; it is transparent and contains an internal half-silvered mirror, which combines images from an LCD display with the user’s vision of the world:
There are still many limitations placed on the experience, however: first, the digital graphics must be very bright in order to stand out against natural light; second, they require the use of a cumbersome wearable computer array; third, this array is at a price-point too high for it to reach mainstream use. Much of the hardware used in Wearable AR research is bought wholesale from liquidized VR companies (Dave Mee of Gameware: personal communication), a fact representative of the backward thinking of much AR research.
In their work New Media and the Permanent Crisis of Aura Bolter et al. (2006) apply Benjamin’s work on the Aura to Mixed Reality technologies, and attempt to forge a link between VR and the Internet. This passage offers a perspective on the virtuality of the desktop computer and the World Wide Web:
“What we might call the paradigm of mixed reality is now competing successfully with what we might call ‘pure virtuality’ – the earlier paradigm that dominated interface design for decades.
In purely virtual applications, the computer defines the entire informational or perceptual environment for the user … The goal of VR is to immerse the user in a world of computer generated images and (often) computer-controlled sound. Although practical applications for VR are relatively limited, this technology still represents the next (and final?) logical step in the quest for pure virtuality. If VR were perfected and could replace the desktop GUI as the interface to an expanded World Wide Web, the result would be cyberspace.”
Bolter et al. (2006: 22)
This account offers a new platform for discussion useful for the analysis of the Internet as a component in Mobile AR: the idea that the Internet could exploit the spatial capabilities of a Virtual Reality to enhance its message. Bolter posits that this could be the logical end of a supposed “quest for pure virtuality”. I would argue that the reason VR did not succeed is the same reason that there is no “quest” to join: VR technologies lack the real-world applicability that we can easily find in reality-grounded media such as the Internet or mobile telephone.
Presently, most AR research is concerned with live video imagery and it’s processing, which allows the addition of live-rendered 3D digital images. This new augmented reality is viewable through a suitably equipped device, which incorporates a camera, a screen and a CPU capable of running specially developed software. This software is written by specialist software programmers, with knowledge of optics, 3D-image rendering, screen design and human interfaces. The work is time consuming and difficult, but since there is little competition in this field, the rare breakthroughs that do occur are as a result of capital investment: something not willingly given to developers of such a nascent technology.
What is exciting about AR research is that once the work is done, its potential is immediately seen, since in essence it is a very simple concept. All that is required from the user is their AR device and a real world target. The target is an object in the real world environment that the software is trained to identify. Typically, these are specially designed black and white cards known as markers:
These assist the recognition software in judging viewing altitude, distance and angle. Upon identification of a marker, the software will project or superimpose a virtual object or graphical overlay above the target, which becomes viewable on the screen of the AR device. As the device moves, the digital object orients in relation to the target in real-time:
The goal of some AR research is to free devices from markers, to teach AR devices to make judgements about spatial movements without fixed reference points. This is the cutting edge of AR research: markerless tracking. Most contemporary research, however, uses either marker-based or GPS information to process an environment.
Marker-based tracking is suited to local AR on a small scale, such as the Invisible Train Project (Wagner et al., 2005) in which players collaboratively keep virtual trains from colliding on a real world toy train track, making changes using their touch-screen handheld computers:
GPS tracking is best applied to large scale AR projects, such as ARQuake (Thomas et al, 2000), which exploits a scale virtual model of the University of Adelaide and a modified Quake engine to place on-campus players into a ‘first-person-shooter’. This application employs use of a headset, wearable computer, and a digital compass, which offer the effect that enemies appear to walk the corridors and ‘hide’ around corners. Players shoot with a motion-sensing arcade gun, but the overall effect is quite crude:
More data input would make the game run smoother and would provide a more immersive player experience. The best applications of AR will exploit multiple data inputs, so that large-scale applications might have the precision of marker-based applications whilst remaining location-aware.
Readers of this blog will be aware that AR’s flexibility as a platform lends applicability to a huge range of fields:
Current academic work uses AR to treat neurological conditions: AR-enabled projections have successfully cured cockroach phobia in some patients (Botella et al., 2005);
There are a wide range of civic and architectural uses: Roberts et al. (2002) have developed AR software that enables engineers to observe the locations of underground pipes and wires in situ, without the need schematics
AR offers a potentially rich resource to the tourism industry: the Virtuoso project (Wagner et al., 2005) is a handheld computer program that guides visitors around an AR enabled gallery, providing additional aural and visual information suited to each artefact;
The first commercial work in the AR space was far more playful, however: AR development in media presentations for television has led to such primetime projects as Time Commanders (Lion TV for BBC2, 2003-2005) in which contestants oversee an AR-enabled battlefield, and strategise to defeat the opposing army, and FightBox (Bomb Productions for BBC2, 2003) in which players build avatars to compete in an AR ‘beat-em-up’ that is filmed in front of a live audience; T-Immersion (2003- ) produce interactive visual installations for theme parks and trade expositions; other work is much more simple, in one case the BBC commissioned an AR remote-control virtual Dalek meant for mobile phones, due for free download from BBC Online:
The next entry in this series is a case study in AR development. If you haven’t already done so, please follow me on Twitter or grab an RSS feed to be alerted when my series continues.