Augmented Reality - the 8th Mass Medium: Tomi Ahonen at TEDxMongKok

[Music] thank you thank you very much it's very much my honor to be here so let's start first with a little joke about computers and mobile we've had this confession time today about people in their age I was born in 1960 so I'm 52 years old I was alive I remember experiencing on TV seeing man walking on the moon I'm that old in the 1960s when I grew up the exciting technology was rocket science and the mysterious technology as computers very mysterious nobody had computers on their desktops they were machines that were very quietly in air-conditioned rooms and and you had to be a professor to go and touch them so and I wanted to go and study computers in university after I learned that films are probably not going to be astronauts walking on the moon so what did what happened with those computers NASA when it was building its Saturn five rockets to go to the moon used some of the most powerful computers that existed in the 1960s and NASA had a lot of them to design those rockets that they used now if you go to your pocket today and you take out your iphone you take out your Samsung Galaxy your BlackBerry Bold whatever is your smartphone that you use today in your pocket today you have more computing power than all the computers that NASA used in the 1960s and that's in our pocket today so NASA used computers to launch man onto the moon we use our smart phones to launch Angry Birds at some virtual pigs yes Angry Birds Rovio comes from Finland they've just passed 1 billion downloads of Angry Birds I come from Finland I can do the Finnish accent if you want but I'll try to do it with an American accent a little bit easier to understand so I've written 12 books about mobile and the most published author in mobile and referenced in 120 books about mobile Ted invite TEDx invited me to come here talk to monk to TEDx Mongkok and what did they want me to talk about they wanted me to talk about not mobile that makes perfect sense right you get the guy who's written most books don't talk about what you're right right so I'm going to talk about mass media number 8 Mobile was mass media number 7 now we're going to talk about mass media number 8 the 8th mass media so what were the first 7 mass media I was the first one to provide this methodology to look at the mass media print is the oldest 500 years old newspapers magazines books etc then came recordings then came cinema radio television the Internet and mobile these are the seven mass media I was the first person to write in a book that mobile is different from the Internet we should not try to copy the Internet Mobile is different today today if you talk about two media experts advertising experts they all say yes you should mobile optimized but 10 years ago this was a radical thought people thought there would be one internet where they would come together mobile and the Internet today we know they are separate medium those were the first seven mass media when I wrote this book mobile as the seventh mass media I've often had audience says who say for me what do you think is gonna be the eighth's mass media that's been a difficult question for me for many years now I can tell you the 8th mass medium will be is now becoming is already reality is called augmented reality and that is what we will talk about today now I didn't invent augmented reality I didn't even discover the thought that augmented reality should be called the eighth mass medium that was a rhyme of under Klein the CEO of the Dutch company called layer one of the early augmented reality pioneers so credit to to Remo and his company for for promoting this argument but this honestly is my first presentation ever to TEDx where I talk about the eighth mass media the last ten years I've been talking about the seventh mass media so let's look at all mented reality or I move under Klein comes from the Netherlands layer the company so let's go to Amsterdam imagine that you are tourists in Amsterdam you are looking at the wonderful canals you take out your camera phone you take pictures you and your your husband your wife you know lovely romantic trip to Netherlands maybe you take some video of the boats on the canals now imagine that you are looking at the scene on your normal phone you can take a picture of Amsterdam what if you could have more in that same view something that is not reality something that is beyond reality that is augmented reality additional to reality let's say that you are looking for an apartment that you would like to buy in Holland you could be walking here in Hong Kong looking for where's an apartment to buy and so forth so this is an early video three years ago from they are when they try to introduce started to introduce augmented reality what is it imagine that you are shopping for an apartment you're looking here through your camera phone and you are seeing these dots appearing because you selected the layer that will show apartments for rent see on the bottom it is showing you information about that apartment it shows you a picture of that while you are looking through a camera phone at the reality of Amsterdam it will give you information of how much that would cost if you want to buy that apartment that was early augmented reality 3 years ago now let's take a look at a couple of other examples this was the first advertisement using augmented reality this is Ford the car company they are selling you Ford car cars if you look behind this camera phone is the street with no car but when you'll use your camera phone you see the imaginary car their augmented reality you can have your friend take your camera camera phone and you can go stand in the picture with that imaginary car when there's no real car that is augmented reality we can have monsters coming into our world we can have celebrities lived with us we can have dinosaurs walking they have in in London for example dinosaurs attacked London with with augmented reality just a couple of weeks ago so we can do this kind of thing with magazines print media for example this is links AXI the deodorant in in England for boys teenage boys so get your camera phone and take a look at the girl this is what she looks like you can only see it if you have the the camera phone that you can see the augmented reality we can make magazines and newspapers interactive this is augmented reality and it's not just this frivolous silly stuff imagine that you are now furnishing your apartment why don't you get the IKEA augmented reality app look at the picture behind this camera phone in the room there is no sofa then we select from augmented from IKEA catalog and we go burn or Benny or agneta or pick one of these crazy Swedish names for this you know so far I want this sofa and then look what it looks like in your room and maybe I don't want it in blue I want to see it in red how does it fit my curtains how does it fit my carpet and so augmented reality so we can try out furniture without carrying the real furniture into our apartment these kind of things this is reality today this all exists today we can do today how about experiencing the past gets me even more exciting this is me really when I lived in New York this is my cousin yari we this is the World Trade Center when it still existed the World Trade Center doesn't exist anymore the Twin Towers so there's an augmented reality app that you can go and take a look what the World Trade Center looked like and walk around it and put yourself in a picture and take a picture of it or you can go to Berlin and the Berlin Wall which doesn't exist anymore you can go to the East Berlin side and see how much of West Berlin is was not visible because of the wall then you can walk to the West Berlin side look at the same wall you see the graffiti etc what West Berlin did augmented reality there are battlefields in America Gettysburg etcetera which are just fields where the Civil War will happen 150 years ago they're just fields now they're historical places you can use your camera phone to see the actual soldiers fighting and then you can look at General Lee and you can look at General Grant and you can it's like binoculars that look back into history augmented reality this is all real real today this all exists this is not science fiction now what happens when we combine virtual reality and augmented reality here in Hong Kong we have it already this is a Japanese invention the AI butterfly the AI butterfly our virtual butterflies that float around Hong Kong if you have your your camera phone your smartphone you can go hunting for them they are regional butterflies different colors so we have different butterflies here in in Timm Sha Tsui and different in Mongkok and different in one chai and and so forth and you collect them when you catch one of them you get a coupon you get a for example a Pacific coffee will give you a free cappuccino catch one of these butterflies how many have been sold 300,000 people already use this service 10 million ads have already been delivered this is no longer a niche market this is starting to be a real mass market today go to the most advanced mobile country Japan the craze now is balloon fishing balloon fishing is virtual reality augmented reality fishing imagine that all of Japan is a giant virtual lake a giant virtual lake the only way to fish in that lake is you have to find somewhere some kind of body of liquid so you have your cup of tea or you have your bowl of rice I'm sorry have some soup or you have a glass of water and wherever you find that so I put the glass there and I can start fishing with my camera phone and then if that's not good I can't catch fish here I find another place maybe this is a better place to fish and then and my friends come over we are wearing a big meeting more boring meeting you know boss is talking we pour glass water and we start fishing you know boss doesn't know but who who catches the biggest fish first crazy crazy crazy stuff but virtual reality and augmented reality starting to come together and we are getting more and more of these funky weird strange things magical whimsical but very real so where are we when are we and where will this go today in the world there are approximately 5 million people who are already consuming augmented reality kind of services this is mobile this is my normal work mobile as a media not total mobile phones total mobile phones are more than 6 billion will be sent more mobile phones than people next year this time more than 7 billion next year but this is mobile media these are people who consume advertising on mobile who play Angry Birds who buy ringtones who consume news on mobile the mobile media audience was 2.5 billion people at the end of last year mobile was invented as a mass media year 1998 so in 1997 there was zero media on mobile it started in 1998 when did mobile hit the point of 5 million media users of mobile that was in 1999 now let's do a little bit of mathematical magic let's change this time frame and let's put the augmented reality time on the bottom the red numbers that's augmented reality augmented reality started in 2009 now in 2011 the world had 5 million users of augmented reality because augmented reality can be consumed on mobile phones there will be other things we can consume augmented reality on tablets we consume augmented reality soon on goggles many other ways but because more augmented reality can be consumed on smartphones it's very likely that augmented reality will follow exactly the same curve as mobile media did when will we read one billion consumers consuming augmented reality media year 2020 at the end of this decade that is when we will have 1 billion people consuming augmented reality like the examples I showed you except far more vast as this technology and this media grows up and learns its possibilities every one of you in this room will be consuming that that's twice the number of newspapers today newspaper circulation is 450 million on the planet by the end of this decade there will be twice as many people consuming augmented reality media than the total circulation of newspapers on the planet today that's how big it will be and that's how quickly it will happen all of you will be involved all of you will experience it many of you will be using it in your work so now let me show you a little tour of the future this is chaos this is mohawk this is this is Hong Kong so let me turn on my little augmented reality goggles the blue part here on the bottom of the screen is my my simulation of what augmented reality could look like on your eyeglasses very soon as technology so we are now in Mongkok I'm a tourist I come from Finland I don't really understand this a confusing place and and we have lots of things that will be difficult for us us as tourists one of them is the language I don't speak Chinese so what does this sign mean very easy we have the augmented reality will just turn do the translation money exchange I come from Finland what is this in Finnish well that's easy to do too it's valid and vital easy to do this technology exists this is not science fiction this something was invented in Japan we already have this on an iPhone already etc but a company called nforce something called the camera heat and a while ago then let's take a look go a little bit further in Mongkok we're walking around I told you it's a mass Media I'm walking around here Tommy Ahonen just a random tourist in in Mongkok and suddenly I'm a fan of Formula One here's a Red Bull Formula One car why is it showing me the Formula One car it's actually asking me Tommy would you like to go and see a video come on would you like to see a video of from from the latest the Grand Prix I'd love to but I don't have time right now why is it because there's a Casio adhere and Casio sponsors Red Bull so we are going to get these kind of services and applications and advertising it's going to be there I don't want to watch it now I will store it later I will watch the video because I have to come to the conference and talk to you so now let's go back to my glasses and turn off the glasses let's turn off we don't need video to do augmented reality we don't need pictures we don't need camera phones we can do augmented reality also with sound CEDA is a rap artist from Japan theda as far as I know was the first instance of using augmented reality as a sound adventure he introduced his new album so he made a sound adventure for his fans in different parts of Japan go to a different place every place where he identified he would tell why that place is important for him why there's a story he would tell you the story this is where I crashed my motorcycle or whatever his story was and at each one of those places you could hear one of the tracks from his new album the fans loved this they had a tour all around Japan experience in Japan with their favorite artists by the time he released the album it came up at number one we can do augmented reality without the glasses without the camera phones we can do it in other ways it is a little bit like Superman so remember Superman he has the ability to hear far away magical hearing so imagine Tommy is back in Mongkok and I'm out of money and I need to find a cash machine now I don't have my goggles turned on because this is too chaotic and I'm just being guided by something like Siri is on on the iPhone my assistant is telling me Tommy the cash machine is to your rights keep walking it's 10 meters to your rights no Tommy don't to the left where's my video turn to the left no no Tommy not to the left go to the right go to the right here we go and we turn and here is the cash machine can you see it here's the cash machine ah there is the cash machine I don't need to have video I can have sound guiding me and helping me these kind of things we are having Superman sound the possibility to do far beyond just the normal the everyday in augmented reality if you're interested where can you find more information there's a fantastic new video came out just a couple of weeks ago from Google just you to go to youtube and look for Google glass Google glasses or Google Goggles very wonderful video showing some of these concepts of what will be coming soon the biggest company that I mentioned called layer how does the Netherlands they've got thousands of layers they've got thousands of case studies they've got you know all around the world different they're now doing things like like digitizing magazines and making them interactive and so forth so let's take one more look into that future remember Superman and Superman's hearing Superman also had eyes superpower eyes that he could see through walls right imagine that power imagine the powers we can see through walls we can see through obstacles I am back in Mongkok I am hungry I want to eat something I want to go to Pizza Hut I know it's somewhere nearby but I cannot see it I'm looking for it and I cannot see it and my superpower eyes will show me here it is Tommy here is your pizza even though these buses are going in front of it and there it is Pizza is right there so Tommy here is ready to go thank you so I mean this is these are just very early concept of what kind of things we can do with augmented reality today this is not science fiction it will get much more advanced as this decade goes on I started with a little joke about computers migrating to your pocket becoming our Mobile's today augmented reality will be the next mass media so for simple thoughts for you augmented reality is the eighth mass medium even though there are only five million people using it today by the end of this decade 1 billion people will be using augmented reality it is not only smartphones looking at some pictures we will have videos we will have sounds we will have it on tablets we will have it on goggles we will have it even in all kinds of other new technologies we couldn't imagine and fourthly if you do get involved building services and solutions around augmented reality please make them magical [Applause] [Music]

Channel: TEDx Talks

Views: 90,171

Rating: 4.86376 out of 5

Keywords: Business (Literary Genre), Augmented Reality, Layar, AR Services, Science, AR, Google (Business Operation), ted talk, Technology, Hong Kong, Science (Literary Genre), ted talks, mobile, ted x, TEDxMongKok, ted, 8th Mass Medium, TEDx, tedx talks, Design, MongKok, Eighth Mass Medium, English, tedx talk, tedx, TEDx MongKok, Google glasses

Id: EvyfHuKZGXU

Length: 20min 27sec (1227 seconds)

Published: Tue Jun 12 2012