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Nice to see it, to see it’s niceCombining the Physical & Virtual Worlds with Qualcomm’s Visual Based Augmented Reality

Mobile Squared, 9th November 2011Julian Harris

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You’ve got to believe it’s going to be bigMobile, the largest technology platform & growing

Global mobile revenue ~ $1.3 trillion in 2011*, ~ 2% of global GDP, ~ 5.7B mobile connections worldwide **, 1.4B 3G connections***, 2B new to be added end 2015****

Mobile, a pervasive force for change around the world Improving Healthcare, enhancing Education, Entrepreneurship & Social RevolutionMobile, the dominant computing platform Installed base of smartphones to surpass PCs in 2012***** Mobile devices have become full-blown computing devices taking only 1.5 years from

first 1GHz device to first dual core device (@1.5GHz per core), while PC took 5 Optimized for power with graphics that will compete with game consolesQualcomm is a catalyst for innovation & growth Licencing our technology to 195 companies in wireless industry; Snapdragon

includes125 commercial devices, 250 in design (40 tablets) (Q3 2011) Cumulative R&D Investment of over $16.1B (Jan 2011, since 1995) & in 2010; £2.5B,

$6.8m per day, 23% gross revenue Optimal combination of processing horsepower, high performance graphics engine,

wireless connectivity, power efficiency & GPS delivers a potent mix to developers

*Source: Chetan Sharma Consulting; ** Source: Wireless Intelligence (WI), July 2011) 2011), ; *** WI Jul 2011; **** WI Apr 2011; *****Strategy Analytics Dec 10/Jan 11

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What is Augmented Reality (AR) ?Virtual 2D and 3D content superimposed onto a live image, ie live scores, plays, stats etc

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GPS and Compass-based

Augmented Reality Experience

Good for rough location of items outside our

field of view

Real World ViewLive camera view

Virtual ContentInformation about points of interest

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Real World ViewLive camera view

Virtual ContentVision-based AR recognizes objects in field of view and aligns graphics tightly to target object

Vision-based Augmented Reality Experience

Enables a more immersive and interactive experience

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SCANS COMPARES POSITIONS RENDERS

times persecond30+

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Near Field Usage Environments

Retail ShelfTable or Floor Wall

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Visualizing instructionse.g. furniture assembly

Instructional

Applications

Gaming & Play3D games in real world environments vs. virtual worlds

Turn Left on Main St.

Navigation & DiscoveryVisualizing points of interest

Making print , outdoor, TV media, and product packaging “come alive”

Media / Advertising

“Happy to be here//

Social NetworkingPlacing photos, notes, graffitiin real world for friends to find

Visual SearchRetrieving related informationfrom web for the object in view

Today

In the future…

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OYXGEN

HYDROGEN

HYDROGEN

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OYXGEN

HYDROGEN

OYXGEN

HYDROGEN

Trevor swam out from under his ledge to greet his new friends and munch on some veg.

Trevor swam out from under his ledge to greethis new friends and munch on some veg.

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STEP 1

Touch rinse cycle for more information, then press buttonon machine

Done

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STEP 1

Touch rinse cycle for more information, then press buttonon machine

Done

Extra Rinse Use this option if you have sensitive skin and need your undergarments completely soap free.

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STEP 1

Touch rinse cycle for more information, then press buttonon machine

Done

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Qualcomm AR Platform Traction

REGISTERED DEVELOPERS FROM

130 COUNTRIES

MODELS OF SMARTPHONES AND

TABLETS SUPPORTED

APPS IN ANDROID MARKET AND APPLE IOS APPLE STORE

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Accolades, Testimonials, and HonorsRECOGNITION FOR OUR AWARD WINNING AR TECHNOLOGY

“…your AR library is by far the best AR Library I’ve ever used. It’s amazing, works incredibly fast, and really easy to work with. Awesome job QCAR team!!”

2011 Future Mobile Entertainment

Award for Mobile Augmented Reality

Nicholas Rudolfsky, iOS Developer, Smule

“When it comes to mobile Augmented Reality technology, Qualcomm is the top dog.”Pocket-lint

“The opportunities to do amazing things—which we quite literally couldn’t live without—are unparalleled with augmented reality. This is Qualcomm’s secret weapon, and it may assure the company thrives, rather than simply survives the coming conflict.”Rob Enderle, Analyst, TG Daily

“Qualcomm’s AR SDK has made it extremely easy for us to prototype, design, and develop our ideas and concepts.”Morgan Jaffit, Co-Founder, Defiant Development

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100s of articles in mainstream technology and business press

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Near Field Usage Environments

Retail ShelfTable or Floor Wall

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“Augmentable” ObjectsRepresentations of real world elements that can be detected and tracked

Image Target Frame Markers Simple 3D Objects

Game boards

Product packaging

Posters

Signs

Greeting cards

Business cards

Books / magazine pages

Game pieces

Control cards

Boxes

Bottles

Cans

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Image Targets

Game boards Product packaging Posters Signs Greeting cards Business cards Books / magazine pages

Enable most images to trigger AR experiences

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Enables multiple cards to simultaneously trigger AR experiences

Frame Markers

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Simple 3D Objects

Boxes Bottles Cans

Enables products to trigger AR experiences, and interactive content to reflect geometry of product packaging

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Allows users to press “buttons” by touching certain areas on an image or object

Virtual Buttons

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Global Augmented Reality Efforts

QC San DiegoR&D & Commercialization Georgia Tech

R&D Partnership

QC Vienna R&D & Commercialization

Tech University Graz R&D Partnership

QC KoreaR&D

QC ChinaR&D

QC CambridgeR&D & Commercialization

Creative Mobile LabsQualcomm / CAA JV

QC India (Bangalore)R&D

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Driving the AR Ecosystem

Showcasing innovative applications Demonstrate potential for AR applications Stimulate developer interest

Sponsorship and participation at targeted events

Establishing Qualcomm leadership

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100s of articles in mainstream technology and business press

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