How to Implement Augmented Reality

How to Implement Augmented Reality Vince Thompson: Hi. Welcome to Dog and Pony. I'm Vince Thompson. Bruno Uzzan, the CEO of Total Immersion is reinventing the way that we communicate with this amazing new technology. This technology allows us to combine elements of the virtual world with the real world and it's called Augmented Reality. You just really have to see it to believe it. Tell us about this Augmented Reality. When did it all begun? Bruno Uzzan: Well, we started the store in 1999. We were too ponderous at the beginning and then we figured out that we can do some amazing application by merging real and virtual together. We started the company mainly for broadcast application. We thought that for live event like we are doing now, for live presentation, live TV show, it was amazing for someone to be able to play with 3D object during a live TV show. Vince Thompson: How do we connect the dots from this stage of the technology to business person being able to apply some of these things? Bruno Uzzan: So by mixing real and virtual, by using my computer for a sales guy, we have a very user friendly solution. So it's very easy to use. You can definitely here bring leverage on Augmented Reality to introduce in new way products or whatever. Vince Thompson: How does the entrepreneur tap into this or the business person tap into this and get a presentation created? Bruno Uzzan: So it's pretty easy. I mean you need a 3D object that's for sure. I mean we need a 3D story. Okay. What's the product we're going to sell? A lot of industry, they have 3D already of what they are selling. Talking about a car manufacturer, they have everything in 3D. So far, it's a way to benefit on this work and to transform this work into a new presentation tool for the sales guy. This is a pretty interesting for them to showcase new functionalities or whatever of this car and in a very, very easy way. Vince Thompson: So if I want to build one of these sales presentation to myself, if I want to add some of these elements to my live video to better tell my story, what's available to me today? Bruno Uzzan: What you need is just your computer. What you need is your own video cam or web cam and 3D and the software is making the merge automatically. So it's--we are ready to go. I mean this is a very easy process. Video, 3D, software combining and then you just need to screen or you know, computer screen, your old plasma screen or whatever to present that merge in that you would by mixing real and virtual. Vince Thompson: You see a technology like this is pretty exciting. Is this going to be accessible for a smaller business? Bruno Uzzan: Our vision is really to get this mass market solution for our software. We're not just talking for a few thousand people of user but potentially million of users. When you look at the we I mean the success of the we is amazing and what we have here is a way to adapt the we success to internet, to the web platform. People will be able to interact with brand will be able to play with toys and then location using our software and this is where we see the future for the company. Vince Thompson: What have been the greatest surprises along the way for you? Bruno Uzzan: I was surprised to see how the market is now reacting so quickly on what we have. From a corporate point of view, from a partner point of view, from also a revenue point of view, I mean we see some biggest and biggest revenue that are dedicated for Augmented Reality and for this kind of new solutions. So I'm always impressed and surprised to see how markets can easily grab up some new technology as soon as market is ready to--for them. Vince Thompson: So Bruno, what does this mean for the future of communication? Bruno Uzzan: On a cell phone, you have a display, you have a video cam. Everything's ready for Augmented Reality. Here, the vision is let's get everybody access to this amazing solution where you can interact with 3D in real-time. Vince Thompson: Fantastic. It's so exciting. Bruno, thank you so much. It’s great to have you on Dog and Pony. Bruno Uzzan: Thank you very much. Vince Thompson: As always, if you have questions, comments, or ideas for guest, please email us. You can do so at info@dogandpony.com. I'm Vince Thompson. Thanks so much for watching.