OnQ Blog

Augmented Reality: The Future of Play and More

Jul 30, 2010

Qualcomm products mentioned within this post are offered by Qualcomm Technologies, Inc. and/or its subsidiaries.

At the end of June, we held our Uplinq conference here in San Diego. One of the topics that created the most buzz was Augmented Reality (AR). I would like to share what you missed at the event and Qualcomm’s views on this developing space.

At the show, Qualcomm introduced a powerful vision-based AR platform that will enable a new class of mobile user experiences. The platform included a free-of-charge SDK (for Android) with state-of-the-art computer vision technology that will be available this fall. This is our newly announced Augmented Reality SDK...

While there are interesting augmented reality applications in the market today, they are based on GPS and compass information that leverage basic information about where the user is located and what direction they are facing. Vision-based augmented reality will provide a greatly enhanced user experience by allowing graphics to be tightly aligned with real world objects. It will use the camera as the ultimate sensor that recognizes what the user is looking at.

As part of the Dr. Paul Jacob’s keynote, he invited Peter Marx, Vice President of Technology for Mattel to the stage to share his views of this emerging market. With the help of Qualcomm’s Jay Wright, Director of Business Development, Peter demonstrated Mattel’s classic Rock’em Sock’em™ game with a Snapdragon powered Google Nexus One smartphone. A video of the game in action can be viewed here. It wowed the audience and quickly became a highlight of the event.

Also joining the stage was Unity CEO, David Helgason, who provided his perspective of what vision-based AR meant to the mobile gaming market and also showed a demonstration of the upcoming Unity 3.0 development tool enhanced with Qualcomm’s AR platform for Android.

As an incentive to developers, Qualcomm also used Uplinq as a forum to announce the launch of the Augmented Reality Developers Challenge.

As a leading chipset supplier in the smartphone sector, Qualcomm is well positioned to help bring AR to the market. The leading graphics capabilities, camera functionality, GPS, video and audio codecs of our Snapdragon chipsets will help fuel further innovation in the minds of developers. Stay tuned for more updates on our progress with AR and how it is set to change the way we interact with the world around us.