Tag: ar

Oculus ordered to pay up on ZeniMax tech

keep_calm_and_love_your_patent_lawyer_2_inch_round_magnet-re8c2c059dc99401ca676f1a1e58344f5_x7js9_8byvr_324A US jury in Texas ordered Oculus, and other defendants to pay a combined $500 million to ZeniMax Media, a video game publisher that claims Oculus stole its technology.

The jury thought that in 2014, Oculus used ZeniMax’s computer code to launch the Rift virtual-reality headset. ZeniMax alleges that video game designer John Carmack developed core parts of the Rift’s technology while working at a ZeniMax subsidiary. Oculus hired Carmack in 2013.

ZeniMax Chief Executive Robert Altman hailed the verdict and said in a statement the company was considering seeking an order blocking Oculus and Facebook from using its code. It is unclear what impact that would have on the Rift’s market availability.

However, the jury ruled that none of the defendants misappropriated ZeniMax’s trade secrets, but it did think that Oculus’ use of computer code directly infringed on ZeniMax’s copyright. The jurors held Carmack and different Oculus co-founders Palmer Luckey and Brendan Iribe liable for forms of infringement.

The jury also found Oculus liable for breaching a non-disclosure agreement Luckey signed with ZeniMax in 2012, when he began corresponding about virtual reality with Carmack.

Carmack worked for id Software before that company was acquired by ZeniMax. He is now the chief technology officer at Oculus.

Facebook Chief Executive Mark Zuckerberg testified last month during the three-week trial that none of ZeniMax’s proprietary code was incorporated into the Rift.

In a statement, Oculus spokeswoman Emily Bauer noted the jury’s finding on trade secrets theft and said the company would appeal. “We’re obviously disappointed by a few other aspects of today’s verdict, but we are undeterred,” she said. “Oculus products are built with Oculus technology.”

VR and AR next computing platform say Goldman Sachs

Joe90Investment bankers Goldman Sachs have dubbed virtual and augmented reality “the next generation computing platform.

A new video from the company has Heather Bellini, Business Unit Leader in Telecommunications, Media and Technology, says that the company believes to VR and AR market will reach $80 billion by 2025, roughly the size of the current desktop PC market.

At the moment the tech is expensive and primarily targeted at hardcore gamers and the porn industry. It is also very expensive because it requires heavy duty processing power.

Bellini said that in the estate agency business  instead of having to go see 50 homes with an agent over the weekend, you might be able to put on a pair of virtual reality glasses or a head mounted display at your realtors office and do a virtual walk-through of what those properties look like and therefore maybe you could eliminate 30 out of 50 on your list and be much more efficient with your time.

Goldman Sachs thinks VR and AR could be just as important could be just as disruptive as a smartphone

“We think this technology has the potential to transform how we interact with almost every industry today, and we think it will be equally transformative both from a consumer and an enterprise perspective,” she says. “At the end of the day we think VR and AR will be as transformation as the smartphone market.”

She said that the technology is there to do the job. Processors are fast enough, gpus are more powerful and all this makes sure tyou dont start feeling queasy as you’re starting to use these types of devices.


Augmented Reality and smart advertising will depress us all

Telco analysts at Juniper Research believe that augmented reality (AR) will drive 1.4 billion downloads on mobile by 2015 – on the back of brand support.

Advertising will be what really makes AR take off. In the second part of 2010, a number of brands have been busy either creating AR apps for mobile or utilising them to experience AR in advertising campaigns. 

Carlsberg, Juniper’s report author Dr Windsor Holden says, is a company that has integrated branded AR into wider campaigns. While the scientists at the brewery may not have developed permanent beer-goggles just yet, “Initiatives are indicative of a growing desire among brands to use AR as a key tool to engage with the customer,” Hoden says.

One film public relations teams are happy to highjack is Minority Report, a science fiction film where advertising can detect the mood, sex or even the persona of someone walking past.

Software specialists at 3M are touting something called “gladvertising” which will be interactive 3D, outdoor adverts which can communicate through social networks and mobile devices to adapt to certain situations, and will be on the streets as soon as 2012. While calling them “total brand experiences,” a report suggests that the campaigns will be able to tell if you’re happy or ticked off, and adapt accordingly. 

If you’re a cheesed off London commuter, will the adverts leave well alone on the morning schlep, or try and cheer you up by offering discounted Subway meal deals? We’d be guessing on the latter.

3M also reckons that “mulitsensory adverts” will be on the way to create commercials that attack every part of you that is susceptible to manipulation. Chain bakeries already do this by piping that fresh bread smell through the front of stores, but multisensory adverts will capitalise on holographic video, sound, mood lighting and even smell to make sure there’s no escape.

3M suggests adverts will be able to adapt to personal preferences thanks to the information you willingly submit to the social media cloud, for free. Basically adverts are going to get a lot smarter, and if you’re a fatso walking past Holland & Barrett, expect to be called out on it. 

Juniper’s Mobile Augmented Reality report suggests that annual revenues generated by mobile AR applications may jump all the way from 2010’s $2 million to $1.5 billion by 2015. Meanwhile, enterprise apps with AR elements could account for the third-largest proportion of revenues by 2015, sitting behind location based search and games.