APS10: Mobile Tagging & Augmented Reality

[Applause]

Martha Gabriel: Hello. Thank you very much for coming. And as I said yesterday, I love this conference. This is the conference of my heart. And I'm sorry I have accent, OK? I have tried all my life to get rid of it but anyway, as I said, I'm going to hack your mind. I love this subject. I don't know how many of you know already what the QR code code is or DataMatrix. OK, so a few. And augmented reality? So, we are going to write them. Wonderful.

So, who I am, my background. I am an engineer, background. Then, I have conservation marketing then design then master's degree in art. And then, I finished my PhD in art. So, I deal with several different areas and I love that. I teach master of business school in Brazil, two universities, and participated also in other things. I have two books in search marketing, my presentation of today. Actually, for those who were here yesterday, the SlideShare put my presentation on the technical featured page today and will be... I was really, really happy about that. I don't know if it's common here but for me it's the first time. So, I'm very happy.

And also, I work with art. And one of my artworks is QR code, the one that was awarded last year in Florence, Vienna, this QR code. You can interact with us in the presentation, if you like. It's all right. This presentation is already on SlideShare. You can find it on slideshare.net/marthagabriel, this and the one of yesterday. So, we are going to talk about the mixed realities, mobile tagging and some guidelines. So, you are going to leave this presentation able to create augmented realities and QR codes yourselves.

Mixed realities. So, what is mixed reality? This is when you mix objects from the digital world or virtual world with objects here, physical objects. So, you interact in both worlds. This is the good thing about mixed realities. It's not a new concept, actually. Social media is not a new concept. Social networks are not new concepts. And also, it's not a new concept.

Have you seen "The Terminator" in 1984? I have a small video that shows Arnold Schwarzenegger when he was the bad guy arriving. He sees using the eyes and looking for clothes. He's matching the clothing of people with his needs. It's augmented reality. When you are looking at reality with extra information on digital layer, this is augmented reality. So, it existed in 1984.

If it existed in 1984, why are we talking about this now? It exists for two... I'm sorry, I'm trying not to do any of this, OK? Let's try this. So, why are we so interested now? We have this for decades now. Just because now, your mobile phones, your Web cameras, everything you have are hardware for augmented reality. In the past, we need a $1-million equipment to do augmented reality. Now, all of you are equipped already and this is very, very mainstream. This is why we have started using this a lot.

And I believe in second life. People believe in that and some people don't like it anymore. It is great, believe me. Everyday the money in, also have money in second life. It is going up, up and up. For this thing, it is not in fashion, something that is in the moment. It's not just a trend. This is something that is really, really useful in several areas. I'm going to show you several of these areas, OK?

We had augmented reality I've talked a little bit about. But we have also virtual reality. You have heard about virtual reality and other levels. This is a very good classification of mixed realities, which puts all of these things very, very conceptual in their places. So, we have the real environment, which is it's here, the physical environment we have. In the other extremity, at the opposite, we have the virtual environment, in which we have the virtual reality. You are completely in there.

Just for you to know, there is no total real environment. We here are not in the same reality. Each one of us are seeing different things. We have different backgrounds. So, we are different. We are not in the same reality. So, there is no such thing as pure reality. We cannot touch that.

The other thing is virtual environment. We are not in virtual environment completely as well, we cannot be. The only way to be in virtual environment would be to be in matrix. Have you seen "The Matrix" movie, the first one, which is the good one? Yes. If you are in the matrix and you don't know that you have a body, this is virtual reality. You are really, really, really into that. It's easy to be in virtual reality when we are playing a game or in second life than you are using that clothes because you always remember that you are using the clothes. They are not that good.

In-between from real things, the physical things, and the virtual environment, we have a mix of things. In the middle, which would be the mixed reality, pure, we could say we have holography. Holography, do you know? I'm saying it correct? OK. Holography, you have one holography of a person, which is projected here, interacting with me and I'm interacting with him. So, it's very mixed. It's not improving the reality but all the parts are getting the same. When you have something that is improving the reality, this is augmented reality. When the Terminator is looking at things, he's trying to find clothes to put on. So, he's trying to get a better reality here. So, this is augmented reality.

On the other hand, when you are in the virtual environment and you get information from the real environment, you are improving the situation over there. So, this is augmented virtuality. When you are in second life and you have participation of people from here in their situation send information, this is augmented virtuality, OK?

The problem is in virtual reality and augmented virtuality, we still need a lot of equipments. We don't have very cheap equipments. But here, we are now set to do a lot of interesting things. We are going to talk now. We can use this in several areas, from propaganda, games. I'm going to show you several examples.

Maintenance, I'm going to show a video. Have you seen a video from BMW with men placing stuff? I'm going to show you. Maintenance is a really, really, really good thing with augmented reality because it trains people. I'm going to show you the video, OK? So, don't make faces like, "Oh my God," it's OK. Education and other things, I'm going to show you.

Some examples of virtual reality. Have you been in a cave before, digital cave? Yes? So, you always know that you are there. You cannot forget that because you are wearing a lot of things. You wear glasses and gloves and these kinds of things and then you navigate. But you can bump on that wall. So, you need to be aware about your physical body.

Another case, in military. Military, they have been the first to use these kinds of things for simulation and for training. Holographic gaming, when you are playing holographic gaming into the virtual stuff, this is virtual reality. This is a suit for virtual reality. You need to put this on so you never forget you are wearing that. The good thing about virtual reality will be we don't need to use anything, to wear anything. Then, it will be perfect.

I like this one very much. It went to Brazil in a campus party last year. This situation, you are wearing gloves and the gun and also the glasses. But you can run as you want because you are not bumping anything. Can you see? You can run inside the sphere. So, you can forget a little bit about your physical situation. This is really interesting.

So, augmented reality is what must interest us here because this is what we can really use and do. And Tim O'Reilly said recently that the future of the hardware is a pair of glasses. Why did he say that? Because when you have the glasses, you can see both worlds. You can see digital plus what we have here and interact with both. I have another video here. If we have time, I'm going to show you, from Nokia. This is a concept of how you use your cell phone as the computer. And then, you have the glasses and the phones to hear. And then, you can interact with anything in the world and with augmented reality.

Some examples I'm going to show you. Now, we can use the cell phone transparent screens. We have it already for cell phones and for computers. So, you can see both worlds. They are prototyping lenses in your eyes so you can see like the Terminator. This is the way the Terminator does it, and also using webcams. Usually, when we are using webcams, we are in a fixed environment. When we are using smartphones, we are on the move. So, the information we need in that situations are very different, one from another.

One example, I'm going to show you good examples, how to do this correctly. Sometimes people think this is something in fashion only because people do wrongly. You point at something and then you only see a boy sleeping or something like that. This is silly, don't do that, OK? Don't do that. Anytime you are going to do this, augmented reality or anything, think about, "What am I improving in my user experience?" If you are not going to improve anything, don't do that. Just another thing that's going to improve their experience, OK? But you can really use this to improve experience.

One good example is this. These are cards for baseball. Here in the United States, it's a very strong thing in the culture. Am I right? So, since this is important for people, when you show the card to the webcam in a specific URL, it shows the animation of that player talking to you and then you can play baseball. You can throw balls in augmented reality, using this character that is shown to you. So, this is really, really interesting. It has a concept to that. It improves the experience of the person.

The other thing is, in advertisement. The MINI Cabrio and MINI Cooper, all these cars, they use augmented reality to show the new models. So, this is a magazine. You receive a magazine. You show this to the webcam and then you see the 3D model of the car in all directions. This is really interesting because if you are interested in buying that car, you can see that car on the web in all the situations.

It is very easy today to do that, just to point something with a marker and see something on the other side. The difference here is what you put on the other side, what people are going to see. Modeling, we have for ages also. And you are going to create a good modeling to be interesting for the person, OK?

This is a game. So, you see? This is a marker for augmented reality. When you point the camera to this, these things appear. What is this? Do you know the game where you move and the ball needs to go to a specific hole. This is fun. You do this with this man here. So, this is a virtual personage or character. And then, when you move the cubes, it goes to a door and needs to enter the other cube. And then, you are connecting. It is a wired artwork, actually, using augmented reality.

This is the video I'm going to show you. This is a concept of video because we don't still have the technology; we do but it is expensive, the technology to do what it does. The men wears the glass and he sets the next step for controlling the pace of the operation. So, even I can change a car, replace a part, if I follow this. So, I'm going to show it to you.

[Start Video]

Speaker 1: Release two screws.

Speaker 2: Next step.

Speaker 1: Remove intake duct.

[End End]

Martha Gabriel: I will not show you everything this does. We don't have time. But it goes and goes. And you can select your own presentation. I have the links so you can see it after, OK? But you got the idea, didn't you? So, you can understand what is going on here.

OK, this is a slide for a head for students of medicine. They can see what's going on in the head, in every place in the head so they can operate on you better. So, this is really good. You just change the marker position and then it changes the part of the brain it's going to show you.

This is a browser, Layar's browser. You put on android and then you can choose the layer you want to see. This is Amsterdam, where this company is from. And you see a channel. And then, you select if you want to see a restaurant, if you want to see a hospital or any kind of things. And you can put your own Layar or a company Layar with your specific places. And then, it shows you how to navigate and what is around. So, it's really good.

This is another video concept from Nokia. I will leave it to you so you can see it later, OK? Otherwise, I cannot do all the things we need to do here. So, everything you see is in the glasses. It doesn't work perfectly yet because you just need to gesture. Have you tried gesture interface? Who has tried gesture interface? Yes, it's not that precise, that accurate. But for changing pages, et cetera, it's OK. You can try this.

I have another example here. This is GM's augmented reality windshield. The windshield shows you all the important things that happen in the road. And then, it tracks your eyes. If you are looking at the wrong place, it lets you know. And also, it lets you know when you arrive. Instead of saying, "You arrive at the place," it shows you where the place is. So, better than GPS. So, this is an amazing, really interesting augmented reality game.

Do you remember the slogan of Adidas? "Impossible is nothing." So, this year is the tennis shoes. When you show this to the webcam, it shows this, which is a game. And you play with your strings. So, you play the game. This is amazing. The concept is right. This is really "impossible is nothing", right? So, this is really great.

Sixth Sense, who has seen Sixth Sense from MIT? I highly recommend you to see this movie. This is a prototype. This is the guy who developed that. So, with this equipment, you can really manipulate the reality here with the digital objects, according to the context. Really, really interesting. It's in development but we are going to see this really, really fast, I think some years from now.

You have several remote controls, right? So, this is a universal remote control. And then, you project it on your skin. And then, you just type on your skin and you change everything. And you change it between controls. So, much easier. You always have your skin, right? You don't need anything else and find other things.

This, you can hyperlink the real world like we do in Web images in website. You hyperlink a monument, a castle or anything. And then, when you point there, you select where you are going when you click. So, you can make anything in the real world.

This is Flyar. Who wants to try gesture interface? This is the reserve we're giving you today. Please don't fail on me. When you see the video, it was captured one minute just to show it works. This is a screensaver. When you get to the screensaver mode, it starts to record you. And then, it shows the augmented reality, OK? These trees and these birds, which is Twitter. When you type, when you move the birds, it shows the message for you here. So, they stay on your screen and you start playing with them. This is really interesting. You can now load and install it. It's really quick. And then, you can play with this interface, really fast.

Zugara, have you seen Zugara? This is for e-commerce. You can put this in your store, in the college store, for example. And then, the person stands like this and goes in front of the camera. And then, with marker, she sets the position and then she can just touch the buttons and switch the clothes. And then, after she does that, the best thing is, she can picture several options and send it to her friends and see which is the best. We women like to have opinions, OK, if it's bad or other things. So, this is really, really interesting and you are using augmented reality.

How to do this? If you are a programmer, ArtoolKit is a very, very simple way to do that in almost all languages. This kind of augmented reality, you have a mark. Actually, I have a mark here. If we have time, I'm going to show you right here, we are going to create augmented reality, OK, in this situation.

So, you have a mark, you show it to the camera or to a cell phone and then something else appears. They have developed this for Flash. So, Flash you have very similar comments. If you use this, you can develop it in Flash. And if you're not a programmer, there is a website, EZFlar, where they have already the marks ready.

I have the mark here. I'm going to show you how it is. And then, we can do this together in the end if we have time. And you can do it yourself. This is the mark, OK? You can print from the website when you show this in front of the camera. It shows whatever you want, a picture, a video, a text, your page, anything. We can do this together, OK? In the end, we do that. OK? Everybody is pleased with augmented reality? Yes, it's really cool. You are going to use this, I'm sure.

The other thing is mobile tagging. Mobile tagging, you have seen this, it's a QR code. But we have much more than QR codes. But basically, mobile tagging is a 2D barcode that you can scan with your cell phone, just like this, OK? We have several kinds of information. This works like this. You need to install the reader. I'm going to leave you with the address for several readers here, OK? You point the camera to the code, it decodify, and then you click "Go to the Web", just like this. This is very simple.

And then, you can encrypt this in several kinds of information. This is a good thing. If you scan it here now, the first one goes to my website; the second one, my contact information. When you put your contact information there, when people scan it, it goes directly to the agenda if they save it in their cell phones. So, you don't need business cards anymore, OK? You don't need to have printed things anymore. The other thing, you can set up this for SMS or to email you directly or even text. You can put a lot of texts inside of it.

This is really, really good. But the most important thing is the URL. Can you imagine that if you had a URL in a code, it's like to put buttons in everything? If I put a tattoo with my website, this is a button on me, OK, to go to my website. So, you can put it and share. You can put this on artworks. You can put this in monuments. You can put this in your orientation sessions in your university. You can put it in catalog.

My next book, I'm launching a new book on digital marketing now in October, I have put QR codes in the pages. So, if you are reading the book, you can scan that and you go to the video on YouTube so you can see the example right away if you are in your wireless area. So, you can connect to both worlds. This is why I say this is augmented reality. You are adding a level, a layer, of digital information to any print in the world.

We have several kinds, not only QR code. So, I'm going to tell the difference. We have several kinds of codes, 12 are for mobile, can be scanned with cell phones. You see? QR code is "quick response code". It has a Japanese initial pattern. When you have three squares in three of the corners, this is a QR code, OK?

This is DataMatrix. It is the second most-used in the world. It is a UK pattern. So, when you have these two lines, black lines, this is DataMatrix. The other ones are cool. This is really beautiful, short code, but they are not very used. And this one is really interesting because it's the only one that lets you put your logo inside, Beetagg. Beetagg is interesting because in the other ones you cannot put your logo here without messing with the code. This one, you can really put your logo here without messing with the code.

So, the most-used are these both. Usually, the readers will read both. Yeah?

Audience: [24:35 Unintelligible]?

Martha Gabriel: Yeah. If you put in the QR code, maybe it doesn't work. You are going to need to fix this and it's a lot of work to try to do that but you can try. Here, it's made for that so you can really use this without a problem.

Do you want me to scan a code for those who have never seen? Maybe I'll scan one so you are going to feel better, OK? Because for those who didn't see it, maybe I'm talking nonsense, yes. So, I just put, I think i-nigma is the best. I'm going to video all URLs. So, if you can install that. Afterwards, you open the application. It opens your camera and scan. And then, the camera thinks like you are going to take a picture but you are not, OK? And then, we go to the front of this. Let's choose this one. And I put it in front of it and it read. And it has a button to go to my website, OK? And then, I click and go to the website. I hope it's mobile. If not mobile, people will get in trouble. They are getting on our website in a not good experience.

So, more and more people have started using this. I have been talking about this for two years now. And now, I see people raising hands when I talk. So, this is really amazing and wonderful. We are going to the design together later on.

There is another pattern, Microsoft Tag, which needs a specific reader for them and specific website or URL to create them. It's in the end. The good thing about this is as it is in color, it's not good to print all things but it is scanned right away. And when you use this, you can show the image just after pointing at this. So, it has some different characteristics from the other ones.

Just for you to compare, linear barcode has 20 digits only. When you have a QR code, you have 7000 if it's numeric, 4000 if you have characters, 3000 if it's binary, and also in other languages like Kanji and other alphabets. So, you can really, really put interesting information inside here.

Last year, we have not yet adopted fully all these codes. Then, MIT came up with Bokode. Bokode is very small. It is smaller than a QR code. You can see it from very far, like 10 meters. And it stores more and more data. So, we are going to the next step before we really have done this.

In Japan they use this everywhere. I don't know if you have been in Japan. But in receipts, everything they have QR code there because they are in another level of connection. They started it before, OK? But here, we are starting to do that. This is great for cross-media and to conversions of media. I'm going to show you some examples.

I will show you these examples. But have you seen the musical clipping from Pet Shop Boys last year called "Integral"? It won a Grammy award using QR code. The great thing about this is you are not able to scan the QR code in television because it was fast. It is a musical clip. So, you need to go to YouTube cross-media. In YouTube you need to freeze the QR code and then you scan. And then, you go to your cell phone to a website about the making of it. So, this is completely cross-media, telling a story across things, really, really well, though. I'm going to show you. You can test it later on.

This is my artwork. I'm not going to talk about that. But if you want, you can interact with this online, sensitiverose.com.br.

In marketing, can you imagine all the places where you don't have place to put information? You just put QR code and people will scan and have all the information you want them to have online. And you can have levels of information. You can have layers, different layers, like music, sounds, recorded voices, video, text, images, anything you want and you then can select it.

Audience: [28:56 Unintelligible]?

Martha Gabriel: No, but if you encrypt the context, it goes in the format of vCard. So, it goes to any agenda, yes, any calendar. So, you don't need to transform anything. It goes straight to your cell phone. This is much better for me because sometimes I receive a lot of business cards and I don't know who is who. But when it goes straight to my agenda, I can mark down some notes. So, this is really, really interesting.

In education, you can besides books and encyclopedias. These are two very interesting examples. Putting QR code on two test tubes in labs so the students can scan that and know what they need to do and if they didn't talk to their professor. They can do it again, no problem. You have all the instructions over there.

A guy creates a periodic table of elements in chemistry. When he scans the element, he'll see a video talking about the element and showing what the element is. It's much more interesting than just knowing it's carbon or anything like that, OK?

Public and cultural, you can put this in museums. So, you don't need more headphones and that hardware you need to exchange to your documents. You just have your cell phone and you can go in several levels, just put in the QR code. And in higher education, you can use these links to download mobile applications. If you have a mobile application in your campus, you can put this on the website. And the students scan from the website an they install the mobile application right from there or from the catalogs or in the sign in campus. You could sign in conferences, actually. You put all the QR code and you'll know where you are. It indicates where you go digitally around that.

So, the examples? "Integral", Pet Shop Boys, you can check it online later on. The video is on YouTube. Semapedia, this is like Wikipedia. Every place you have on Wikipedia, you can put a QR code in that place and information from Wikipedia comes. So, you are matching the digital layer from the world with the physical things in the world.

In Japan they use tombs with QR code. I think this is a good idea but some people don't like that. But have you imagine how many websites on people who died? And then, the links are there and we don't use it anymore. It's much more interesting when you die, to scan that and you'll see the videos, the website or what people did during their lives. In Japan they are using that.

Packages, you can increase the information in packages.

This building in Tokyo is amazing. This is a commercial building. And then, they put all the promotions on the facade. And when you scan, you'll know what is good to buy or not. And also, they developed augmented reality application for iPhone. When you are in front of the building, you scan and then you see what people are tweeting inside the building. So, you do not even have to enter the building to know what's going on there or if you have to buy something or not. And you must be very, very transparent to do that, OK, because people maybe are talking bad things inside of the store. I don't know, we'll never know.

Weather channel, they did that really, really interesting cross-media thing. On television, they show the QR code, where you can scan to get your android application from weather channel. So, they guarantee you are with them all the time in another platform. So, really interesting.

This is for fun. When you scan, you are voting the most beautiful lady. But you are not going to get all the picture, OK? You are going to get the same picture. Maybe it's a good idea for students to do that. Maybe they'll like it.

In facades, this is really interesting. You can put the major information of your company on the facade. People passing through will be aware of the size of this. And you need to consider that. You need a distance. You need a bigger size so that people can scan from the streets.

Skin, I like this idea. I don't like tattoo very much because it's forever. But since you can change your digital part of the tattoo, this is great. So, I have a connection and I can change everything over there on my website. Where is the link?

Advertisement. MINI Cabrio and Pepsi always use digital things very well. So, that's that.

And finally, a geek and sand castle. OK, you don't need to know SOS anymore but how to do a QR code. And then, you have something to do when you are lost in a beach. It will take much more time than just SOS.

[Laughter]

So, how do we do that? Really simple. You just need to have a mobile phone with camera and connected to the Internet, OK? Wireless or not, it doesn't matter. Install the reader. You can install three kinds. I think these are the best readers. We have i-nigma. This is my preferred. It's very precise, i-nigma. You just point your mobile browser to this address and it recognizes your mobile kind. And then, it installs for you. If you have a phone, just go to Web and look for i-nigma. It reads QR code and DataMatrix. Beetagg reads QR code, DataMatrix and Beetagg. It reads all them. And Microsoft reads only Microsoft, OK?

To create the tags, you go on the Web. And then, you go to i-nigma.com and you create the code. Beetagg, you create these three kinds of codes and in Microsoft, this one. I'm going to create one code with you, OK? So, you are going to see how easy it is. It's just very, very simple. Here, this is i-nigma to create barcodes. The address I gave you just seconds ago. You can choose website link. You can choose message, contact details are SMS. You see? It's created already. OK, you can put a title on that. You can choose between QR code or DataMatrix here. You can change the size. And then, when you are ready, you just save the image as. That's it. You can apply it everywhere. So, it's so easy.

The i-nigma is the most pure. It doesn't put a noise in the code. So, you can put this on Photoshop later on. You cannot change the proportion but you can resize this for more or less as you want. So, very simple. You just need to do that and you are set.

Some tips. When you create the codes, you can spin to any direction. You cannot only change the contrast. You can put any color you want. But if it must be dark on light. If you change this, the code is blown, no way to read.

About reading, pay attention to distance. If you are putting this on a facade, people need to be in a certain distance to read it. They cannot be in the middle of the street. They are going to be bumped by a car. So, they need to be in a safe sidewalk. And then, you need to measure that and be aware that it's OK.

When you put too much information in a code, it gets a lot of squares. You cannot squeeze this too much. Otherwise, you cannot read. Always test your code before printing in other places. Otherwise, you can get surprised by bad results, OK?

The other thing is, i-nigma is most precise and secure. We are going to talk about security in a minute. I'm going to show you the last one.

Useful tools. If you want to read the code in a webcam and not in your cell phone, this is free, and this application allows you to do that, like in bookstores. You just scan the code in the camera and that's OK. And also, if you have the image, you don't want to get scanned with your camera, you just decode the image directly here, OK? You don't need a cell phone.

Some last considerations. First thing, if you use mobile tagging, you are helping the environment with sustainability. You don't need to print a lot of tickets for shows or boarding passes, et cetera, et cetera. You can do this right from your cell phone and then you scan in another place. So, this is good for the environment.

The second thing, how many of you have tracked the traditional media, print media? This is complicated. You need to ask people where you saw my advertisement, where you knew about me, right? Here, you don't need to do that. If people can scan the QR code from the magazine, you can just put this tag in your URL. So, you know where they are coming from, magazines, New York Times, TV or anywhere, from your backyard. It doesn't matter. You put the tag here and then you know. So, now you can track the traditional media.

And the last thing, we must pertain to security. This is a really interesting way to use that. Calvin Klein made a video that was censored. And then, what they did, they couldn't put the images on the billboards. So, they put a QR code. When you scan that, you see the censored video. So, they can get it uncensored. In this case, it was using that, "OK, you know that something." There is nothing over there. But you know that something that was something that was censored previously is going to show up.

But on the other hand, you'll never know what is going to come with the code you're scanning. As you are entering this world of augmented reality and mobile tagging, we need to know what we are scanning. Otherwise, you can get virus, malicious codes, et cetera, or pornography. You don't know what is going to show in your screen. So, you are going to need to learn a little bit more about how to control these kinds of things to get secured. i-nigma lets you see the URL before clicking on that to go. But Beetagg does not allow you. And then, i-nigma is better because of that. I always know where I'm clicking on with my cell phone.

So, basically, that's it. If we have one minute, I'm going to show the augmented reality or I can show you later on. So, if you know anything better, forgive my innocence; otherwise, enjoy it with me because this is really cool. I love these new technologies. Thank you very much. No, don't applaud. [Laughter] OK, you can applaud later on. It will be very appreciated.

But may I have one minute? OK. I think it's worth it. I'm going to create an augmented reality with you so you are going to see how easy it is to do. This is the Flyar I told you. So, you go to the generator. And when you are here, you can download all these kinds of things and images or files, videos, music, et cetera. And then, you have this marker. Actually, I have three here. You can have up to five on the same page, OK? And each marker shows a different thing. I'm going to create one for you. So, I can select a picture.

If it's very, very heavy like a video, you need to pay attention. If you want to have a video to be shown, put a very, very small video, OK? Otherwise, the experience of your users is not good. You can put a title, et cetera. I'm not going to do this. When you publish, it goes to the page. See here? It creates a page for me. So, I give this URL to the person who I want to see this augmented reality, OK? This is my URL, OK?

Here's the Flyar, 69424. When you are here, you just go here, allow the webcam. Now, you are going to see me. And then, when you show the marker to the camera... let's go, please.

Audience: Loading. If you hold it still?

Martha Gabriel: Yeah. See? You get anything. So, we just did a very, very short, silly thing in here. But you can do this with anything. You don't need to be a programmer. It works very easily. And then, when you just give your URL to other people, they can download the markers here in this page. And you're all set with augmented reality, OK?

So, thank you very much. If you have any questions, I'd be happy to answer you, OK?

[Applause]

Audience: So, I can think of a lot of interesting and practical ways to find stuff on my campus. The big thing is of course I don't know what this is. This could be unfamiliar. There is the barrier of where to download that and if that works. So, how do you suggest the consumer education of just what methods of getting all kinds of...?

Martha Gabriel: Yeah. The reader is standard for all the work. So, it's not a specific reader for me. This is like when you have a browser like Safari or Internet Explorer, any browser. So, people who are familiar with that will know what to do. How to get them familiar? First, we are getting around the world the 3G connection cheaper. This is what it gets. If you have a very expensive Internet connection, people don't get interested in that because they are not wanting to pay a lot to get scanning. When you have it cheaper and assessed, I think they are going to be more on that.

Also, every time I give this presentation or use this sometimes in other things I do, people get very excited and they are spread. So, I think this is like when we started using Internet in the beginning, in 1994. It takes a little while. I think for example, you could develop an application, a Web or iPhone application for your students for orientation in the main formation.

One thing that my students complain in MBA class is when the class is canceled, they receive a mail. Sometimes, they are not able to see the mail. But they could see the application warning them. So, there are several ways of combining the allocation and user information with this kind of application. So, I really think it's going to be more popular as time goes by, OK?

And education, OK, I'm a teacher. I believe in education and the need to educate other people. Any more questions?

Audience: [45:12 Unintelligible]?

Martha Gabriel: I will be here until tomorrow. So, it will be a pleasure talking to any of you, OK? Thank you very much for your attention.

[Applause]