2019

Итоги ежегодного форума Print Park 2019

Вот и прошёл пятый ежегодный петербургский форум полиграфистов “Print Park”. В этом году местом проведения мероприятия стал питерский экспозиционный комплекс “Россия - Моя история”.

Print Park – уникальная отраслевая площадка, где специалисты могут делиться опытом со студенчеством – будущими полиграфистами, общаться между собой, информировать друг друга о новостях технологий, обсуждать их и хвастаться собственными достижениями. Естественно, площадка используется как демозал для представления новинок оборудования, инновационных технологий и материалов.

Форум уже несколько лет является крупнейшим отраслевым деловым мероприятием, собирающим как собственно работников типографий, поставщиков оборудования и материалов для полиграфических предприятий и издательств, - так и специалистов других отраслей, которые косвенно влияют на рынок полиграфии. Наша компания решила участвовать и докладом, и стендом, и организацией AR-зон с эффектными маркерами. И, как оказалось, не напрасно.

Дополненная реальность является очевидно привлекательным маркетинговым инструментом для заказчиков типографий. Неслучайно одним из самых популярных активаторов для дополненной реальности служит именно маркер. Маркером может быть любое изображение и, разумеется, изображение должно иметь носитель, в том числе и печатный. Не важно, где он будет находиться - на упаковке, визитке или флаере, - суть всегда одна – маркер должен быть распечатан. Это хороший мотив для любой типографии. Чтобы уметь это предлагать, необходимо быть в курсе большинства имеющихся технологий дополненной реальности и иметь надежного подрядчика, который способен сделать проект экономически выгодным. Поэтому доклад нашего коллеги вызвал неподдельный интерес, и зал был полон, до отказа.

Его выступление вызвало позитивный резонанс – переполненный зал был исполнен энтузиазма и зрительской пытливости. Мы были приятно удивлены, когда некоторые люди сообщали нам, что пришли именно на наше узко-тематическое выступление. В качестве спикера, с докладом от компании Arvar выступил управляющий проектами Эрик Ньюман. В стихийно затянувшемся сверх регламента выступлении он рассказал, с помощью чего работает дополненная реальность, какие виды активаторов и контента бывают, привёл примеры удачных и не очень отечественных и зарубежных AR-проектов, а также спрогнозировал развитие данного рынка, ответил на вопросы и даже успел в двух словах раскрыть миссию компании, на сегодняшний день.

Эрик Ньюман - управляющий проектом "Дополненная реальность" компании "Arvar"

После выступления, мы еще долго, знакомились с представителями из разных сфер полиграфии, обсуждали идеи и необозримые возможности AR. Все же, даже часа мало, чтобы в полной мере раскрыть широкий спектр технологий дополненной реальности и их экономически обоснованного применения. Общение продолжилось на стенде. Мы познакомились с интересными людьми, обсудили рациональные модели взаимодействия, а с некоторыми из них уже успели сотрудничество начать.

Собственно, и мы были в восторге от качества организации мероприятия, заинтересованности специалистов, которые посетили форум, ну и, разумеется, от самого пространства, где он состоялся. Оказалось - производственники совсем не являются ретроградами, меряющимися тоннажем собственного парка оборудования и лизинговой нагрузкой вдавливающей в наливной пол их предприятия, отнюдь. Никого не пришлось «агитировать за советскую власть» - для большинства из тех с кем мы общались вполне очевидно, что инновационный консалтинг и наиболее комплексное сопровождение заказчика, со всеми его проблемами – могучий инструмент достижения лояльности клиента предприятию. А главное – это и выгодно, прежде всего, конечному заказчику типографии, а значит, в конечном итоге, и ей самой.

Не будет лишним, еще раз поблагодарить организаторов форума от лица всей нашей компании, за усердный многомесячный труд, настойчивость и за наш успех! Собственно, так и строится лояльность, о которой мы говорили выше. Стань инструментом достижения успеха для своего клиента и он твой, на долгие годы...

“Print Park”, мы с вами!

#AR #разработка

AUGMENTED REALITY (AR) IN ACTION! THE MOST INTERESTING PROJECTS OF THE PAST 2018.

AUGMENTED REALITY (AR) IN ACTION! THE MOST INTERESTING PROJECTS OF THE PAST 2018. An increasing number of companies are using augmented reality to establish their economic positions in the real world, in completely different areas of the economy. AR technologies are rapidly expanding into new markets, from retail to healthcare. You can't call it fun for fun anymore. The development and integration of AR applications allows businesses to use the marketing budget much more effectively. The development of the technical capabilities of electronic devices and their increasing speed has made augmented reality accessible to a wide audience, and now the visibility, spectacular visual techniques and viral potential of AR applications can increase the return on investment in brand development not by a percentage, but by a multiple. But let's look at the most unexpected exama that created not just a wow-effect and a General, albeit mass," excitement " of the ether, but really brought benefits, found application in solving everyday issues of everyday life and comfort, in education, social work and security. Thanks to the introduction of augmented reality, when solving business problems, consumer loyalty to the brand and product has increased, contact time with the product has increased, efficiency has increased during briefings and training, and after interacting with augmented reality, customers are ready to pay more for a product with AR. Retail: Lowe's chain of construction stores Lowe's is among the top 10 innovative companies in the United States in 2018. The company sells household goods that facilitate the solution of everyday issues to its existing regular customers, and offers them to potential customers. First of all, the company was focused on solving one fairly neglected problem: the network, every year, lost about $ 70 billion due to the fact that potential customers could not decide and choose the moment to start home improvement. Clients feel a clear need for an emotional catalyst, because they simply can't imagine what kind of result they are waiting for. With the advent and spread of spectacular augmented reality applications, and the increasing popularization of augmented reality technologies, the company immediately began developing an AR-based project that was designed to solve this problem. Give consumers a picture, a vision of the future that will bring their activity and more decisive actions for improvement and improvement of comfort in everyday life. The project “Holoroom How to AR” was released, which allows clients to learn basic skills of independent work in the conditions of immersion in AR/VR space. With the help of ”Holoroom How to AR", as well as the VR controller, customers received appropriate instructions and the opportunity to learn some finishing work, and most importantly-to see the real result. The company's research has shown that people remember 40% more information after completing AR training. 9 out of 10 clients said that after AR training, they became more confident in their skills in the real world. The company did not stop there and released its own application based on augmented reality technology, which allows you to turn any smartphone into a virtual roulette for measuring the distance or size of an object. Also, this application generates three-dimensional models of the company's products to visualize the type of potential purchase, directly at the home of a potential buyer. The company's research showed that customers who used AR to visualize the company's products bought the product 2 times more often than those who did not. Real estate: JJL'S 3D portfolio Jones Lang La Salle provides real estate brokerage services, as well as management, consulting and financing in these matters. At the disposal of JJL’S nearly 300 corporate offices, operates in 80 countries around the world. The heads of the company came to a firm decision to use augmented reality for 3D visualization of real estate objects at a scale of 1: 1. This solution allows for individual customization of the finish. In simple terms, using the augmented reality app from JJL'S, potential customers can not only get to know objects ”live", but also pre-change the interior and decoration of the room. For example: wallpapers, blinds, furniture, windows, etc. The company's Goal is to create the world's largest real estate portfolio, accompanied by AR support. Health. London National College of surgery at hospital of St. Mary's Magdalen? The London National College of surgery at hospital of St. Mary's Magdalen is one of the first medical institutions to use augmented reality for healthcare purposes in an effort to help surgeons improve their performance. The consultants demonstrated how surgeons can use AR for operations on patients who have undergone reconstructive operations on the lower extremities. This was made possible by augmented reality, when interacting with a hologram of a real part of the body. Augmented reality technology overlays it with a CT scan image that indicates the location of the body's bones and blood vessels. When patients suffer tissue damage or have open wounds resulting from a car accident or other injury, surgeons are tasked with performing reconstruction. They, using flaps of tissue (including skin and blood vessels) taken from other parts of the patient's body, are able to cover the wound, create conditions for healing the injury. It is extremely important to connect the blood vessels of the transplanted tissue with the blood vessels in the damaged area. The traditional approach is to use a hand-held ultrasound scanner to determine the location of blood vessels based on blood pulsation, but this approach only allows you to determine the approximate location. Augmented reality provides a more accurate and faster way to search for blood vessels, allowing surgeons to essentially see through a limb. According to the results of the study, the use of augmented reality technologies can reduce the time that a patient spends under anesthesia, reduce the likelihood of error or eliminate it. Pharmaceuticals: C4X Discovery molecule visualizer Founded at the University of Manchester, C4XD is one of the largest companies in the world that specializes in drug research and development. At the core of the advanced innovative technologies that C4XD uses is augmented reality. Traditionally, drug manufacturers have worked with static models. But, in early 2018, the company started using its own AR (augmented reality) tool to help scientists imagine the structure of complex molecules, from the inside out. Augmented reality allows scientists to go inside the molecule, see how it functions and reacts to stimuli. C4XD pharmaceutical chemist Andrew Novak couldn't hide his delight: "Augmented reality brought a stunning effect to my vision - suddenly, molecules became part of my world, and I was able to manipulate them in space, at arm's length…". According to the company, the use of augmented reality technologies will reduce the number of errors and significantly reduce the multi-year cycle of drug development. This will allow C4XD specialists to develop and discover new medicines and medical products faster and more accurately. ...

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#AR в шоу-индустрии

Augmented reality is transforming the show industry

The entertainment industry is changing rapidly. Any new multimedia technology immediately becomes the asset of designers, directors, producers, music video makers, developers. And the shows surprise the audience with a new level of realism, entertainment, persuasiveness and perfection. Augmented reality technologies have stirred up the entertainment industry. They opened up a whole world of new opportunities for theater, cinema, art exhibitions and installations; for all sorts of quests, attractions; for any audiovisual art. How exactly augmented reality is changing the show industry? Is it able to leave in the past already mastered technologies and change the industry forever? Let's talk about this in detail, based on the best international experience. Here's how it works in real life:              Real animals are replaced by virtual ones In 2016, the Hungarian canoe Federation celebrated its 75th anniversary on a Grand scale. The Federation's management set a task to impress visitors with an unprecedented brightness, and they turned to the possibilities of augmented reality technologies. Large-format AR screens with 3D animated photos of whales, walruses, dolphins and other inhabitants of the underwater world were installed near the real tank of the pool. Dolphin in augmented reality Animated water and photographic replicas of animals placed in real locations give a sense of extreme shocking realism. Visitors seemed to plunge into the ocean of impressions and were able to admire up close the beautiful whales, walruses, play with dolphins and penguins. The celebration took place in the heart of Budapest and lasted for a month. Thus, augmented reality technologies already make possible such formats as: the dolphinarium without dolphins;oceanarium without sharks, killer whales, walruses, belugas and other marine life;circus performances without wild animals. Transferring communication with animals from a real format to a virtual one greatly simplifies and reduces the cost of the show. It also makes it humane and safe: animals stop suffering in cramped and stressful conditions, and all hygiene problems are eliminated. Disappear expenses for: catching and involuntary torture of animals,their delivery and rigging,placement and content,security and insurance payments,training and other related activities. In return, the cost of creating augmented reality applications and installations will be included in the estimate: once created, they will delight visitors for many years.              The theatre and the cinema converge Another impressive example of augmented reality is a project recently developed for Universal CityWalk in Orlando. This area is a kind of outdoor shopping and entertainment complex. Universal CityWalk in Orlando, United States In two months, one of the most spectacular and exciting AR products was created, which plunged visitors into the world of Universal movies. Three-dimensional augmented reality consisted of three parts: scenes in the style of natural science documentaries;scenes in the fantasy genre;science fiction stories. The product gives a full sense of presence in the story and for a few minutes "settles" the audience in the film. You turn into one of the characters in the center of events. A similar scenario was implemented by BBC World. Promoting its new documentary series «Frozen planet», BBC World has commissioned an impressive augmented reality project to launch in three US cities at once. The product recreated the brightest scenes of the series in 3D format and "invited" the audience to them. The simultaneous launch in new York, Chicago and San Francisco attracted a huge audience. And each launch of the project was broadcast live, online, giving an additional viral effect.            Actors on a new background Augmented reality has also affected the theater arts. It is enough to mention the immersive theater, where the audience is in the center of the action, and not in the auditorium. But even leaving the audience in the auditorium and the actors on stage, augmented reality is still changing the theater industry. The fact is that creating an imaginary object in real locations is not the only function of augmented reality. It also has the opposite effect: fictional landscapes for real actors. AR technology allows you to play unlimited scenery and backgrounds. Leaving the actors on stage and the audience in the audience, augmented reality can put the characters in any location-real and fantastic. The ship, the sea, the mountain landscape, the balcony of a country house, the ancient Roman amphitheater, the Martian landscape, the locations of a spaceship — even in a theater with AR, all this looks equally realistic as in a good movie. Classical and modern performances, theatrical shows, performances of Opera and rock stars with augmented reality are impressive and memorable on a completely new level. ...

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#Отзывы об AR

BUSINESS REVIEWS ON THE EFFECTIVENESS OF AUGMENTED REALITY (AR) APPLICATIONS

BUSINESS REVIEWS ON THE EFFECTIVENESS OF AUGMENTED REALITY (AR) APPLICATIONS We often talk about the possibilities of augmented reality technologies and companies about the possibilites of augmented reality technologies and companies that have used AR. In this article, we will provide their feedback on the experience of using augmented reality, its affectiveness, and their own impressions and forecasts about it.  Diksi First of all, we will pay attention to the Russian market. Here the sensational project was "Look, Dinosaurs!" from the Diksi grocery store chain. We have already discussed this case in our article, but were the specialists and management of this company satisfied? Judging by numerous information sources, quite! In the test campaign, which was held from 28.08.2018 to 29.10.2018, the share of promotional products in receipts was almost 20%. The mobile app that was developed for this promotion was downloaded by more than 500,000 potential buyers. At the end of the promotion period, Diksi summed up the results: the growth of turnover during the event increased by 3 percent, and sales of sponsor products from 50 to 500 percent. «We are very happy with the results of "Look, Dinosaurs!"». For the first time, we were able to really successfully hold an event aimed at increasing brand loyalty, using augmented reality technology. And, of course, we are happy that we gave amazing emotions to our clients and their children. The number of people who participated in the promotion exceeded all expectations, and we will definitely strive to ensure that new promotions are just as interesting and exciting. — announced marketing Director I. Ramazanova. Freygat Anderson Now fast forward to the West and get acquainted with a unique work where art, augmented reality and… beer are intertwined. Freygat Anderson Agency has developed a unique design for the packaging of beer from the local brewery "UP FRONT", based on illustrations by the famous US artist Stanley Donwood. But this is not all - with the help of augmented reality and a branded mobile app, users can "liven up” a reproduction of the work depicted on the screen. “We designed three cans and integrated our own AR content for each of them. This design is a true work of art. In this way, we tried to engage potential consumers in the world of beauty. By animating each line, we created a truly unique live picture. Of course, this method has borne fruit. Using the design from Stanley Donwood and augmented reality technology, the company increased sales by 23.7%” – said the creative Director of UP FRONT” Andrew Dang. Sephora Cosmetics company Sephora uses augmented reality technology to allow potential customers to try on different types of makeup using their own product line. In the brand app, you can adjust the shape of the eyes, the outline of the lips, the color of the cheeks and the contour of the face as a whole. After a virtual fitting, you can purchase your favorite product in the app with one touch. “This is a powerful way to increase sales and give customers a really interesting way to try out new images, find a solution that is close to their personal perception, or hide shortcomings that prevent them from feeling comfortable. This solution has produced a real Wow effect on the market, and we are more than happy with the results of the project with augmented reality” – says Natalie Keitman, chief financial officer of Sephora. AccuVein We have seen how augmented reality is confidently entering the field of healthcare with the example of Philips and the national College Of London at St. Mary's hospital. This time, we will look at the exciting experience of using an AR app from medical students who are learning to interact with patients using augmented reality. The AccuVein private clinic has created an application that can deliver real-time information to the treatment area in critical situations for preliminary diagnosis and preparation of patient admission.   “This is a portable device that can scan the patient's venous network, resulting in a 45% reduction in escalation. Our surgeons can plan the procedure in advance, even before performing the first incision. We are confident that augmented reality will change the world and many business models in the healthcare sector will undergo a radical transformation."- says the chief surgeon of the clinic. Every year, augmented reality is established in a qualitatively new form. The idea of it drifts from a funny entertainment program to a serious industrial promotion tool. Every time AR makes a splash, and we are sometimes surprised at how inexhaustible potential it carries. ...

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#VideoGames

Newest augmented reality games

Augmented reality has become a new stage in the evolution of video games. It brought with it a whole series of new concepts and formats. Games with augmented reality even more excite the imagination of gamers. Fantastic characters come to your home, sit next to you, take photos and videos with you.  You play chess with them, fence with swords, solve puzzles, or just have a nice conversation in real time. You literally build your worlds — air, water, ice realms in the real physical world. Don't you believe it? We present you the latest augmented reality games that will be available tomorrow. Minecraft Earth The new game announced by Microsoft has already been released in beta. Here you are an architect and a Builder in one person. You build a virtual building from blocks, and then put it on your Desk. Or on the floor. In the backyard, in the country, in the sandbox — anywhere. Choose any style, play with colors, shapes, volumes, and scale freely. Take a picture at the entrance to your mansion. Build a miniature city and become a Gulliver in it. Play alone or invite your friends. Download Minecraft Earth beta-version for Android: https://play.google.com/store/apps/details?id=com.mojang.minecraftearth Young Conker This new installment of the Conker game series is designed for the innovative HoloLens mixed reality system — a new generation of gaming computers after the Xbox and PlayStation. [caption id="attachment_1372" align="alignnone" width="633"] Young Conker[/caption] Gamers have known Conker for more than 20 years, a nimble curious squirrel under their control runs and jumps over obstacles, collects different things, defeating villains along the way. In the new version, the rodent is still drawn, but it overcomes quite real obstacles. Whatever room you are in, the HoloLens system scans it and turns it into a playing field. [caption id="attachment_1376" align="alignnone" width="1280"] Young Conker[/caption] Conker jumps on sofas, tables, chairs, bookshelves, ironing boards; runs on walls, on the ceiling, and even a little in the air. Special attention should be paid to the processing of space. Coming close to the edge, the squirrel seems to lose its balance and cheerfully imitates vertigo. Download Young  Conker: https://www.microsoft.com/ru-ru/p/young-conker/9nblggh5ggk1?activetab=pivot:overviewtab Fragments Another game for the HoloLens system is arranged in a similar way. However, the action-packed thriller "Fragments" offers a harsher concept. Here you are a detective who solves crimes. The story in this thriller game is told in the first person. And the crime scene is the room you're in. You will have to unravel a tangle of secrets, riddles and puzzles and finally find the criminal. The answers are sometimes hidden behind the sofa, under the carpet - but the evidence can be found in the closet under the linen, and in the bed under the mattress. You restore events based on found artifacts and fragments of memories. In the same room with you are the characters of the game: they look real, recognize you, respond to your movements, gestures, and voice, and generally interact with space in a very realistic way. Play alone or with friends. [caption id="attachment_1378" align="alignnone" width="1001"] Fragments[/caption] Download Fragments: https://www.microsoft.com/ru-ru/p/fragments/9nblggh5ggm8?activetab=pivot:overviewtab Developers have always been looking for new ways to attract gamers. Over the years, they have shaped the standards of visual realism by creating photographically accurate models of people, animals, cars, and planes. The most advanced games offer an alternative reality in 3D format, with a circular view of objects and landscapes, a complex dynamic system of chiaroscuro, glare and reflections. Quantity has changed to quality: now the virtual object fits seamlessly into the real physical world. ...

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