Augmented Reality Car Window, Fujitsu (c)2009
I’m not sure when exactly this page was put up (last-modified date is in October), but this is the first time I’ve come across this page from Fujitsu Japan’s website. In the about section of their site, Fujitsu overviews several design concepts and areas of research they intend to cover for the year. 2009 was the AR-heavy “New Generation Experience” proposal which consists of 3 topics of research, 5 key concepts, and 20 sample scenarios. I’m sad to say I didn’t catch this before, because they put a lot of effort into slick diagrams I would have loved to see about 6 months ago. The research topics are pretty broad, bland, and what you would expect of any consumer electronics company, but the key concepts and scenarios are pretty fun. Let’s dive straight in, shall we? (I don’t see any English version of this page so I will do my best and translate and summarize.)
5 Key Concepts
01 Intersection of the real and virtual worlds: Seamless transitions between the virtual and the real through a collective of technologies called augmented reality.
02 Becoming 2D, 3D: Product design has previously been focused on 3D objects, but now is concentrating on being thin and simple like the iPhone, flat and functional like the Suica.
03 Data Becoming Objects: While industries work towards paperless offices and digital documents, there is a need for a materialization of data in some form: widgets, or digital photo frames.
04 Aesthetic balance of Digital and Analog: Although we are a society in pursuit of convenience, our instinct for human experience is inescapable. Retailers will need to provide new services and forms of human experience to fulfill the needs of digital society; balance of digital convenience, and analog warmth.
05 Value Created by Green [Eco] Movement: “Eco-activities” used to only be a part of efforts towards Corporate Social Responsibility. Now, there are efforts to be a source of direct solutions, products and services to solve these eco-related problems, such as 3D hologram technology to replace business related travel.
Following this are the 20 sample scenarios. In my next post, expect more in depth discussion of these scenarios, plus translations of some of their diagrams. Scenario titles link to their respective pages on the Fujitsu website (in Japanese).
20 Sample Scenarios
01 : Augmented Reality (Car) Window
02 : Supermarket
03 : Rural Supermarket
05 : Magnet (Slow Communication – Home)
06 : Magnet (Slow Communication – Office)
07 : Media Store
08 : Street (Street Media Store)
09 : Interactive Museum
10 : Map (Seamless Urban Transport)
11 : Trade Fair Ticket
12 : Family Restaurant (Simple Objects – Restaurant)
13 : Dining Room (Simple Objects – Home)
14 : Travel Cafe
15 : Travel (Augmented Reality Travel)
16 : Work Desk (Remote Presence Office)
18 : Fitness (Virtual Fitness Training)
19 : Aerobics (Virtual Air Bike)
20: Security Camera (Smiley Catch)
Friday, November 13th, 2009, 1:12 pm | 
AR Futures, Concepts, Corporate AR | 
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November 13, 2009 at 5:23 pm
I don’t know why Fujitsu had, of all word/name choices to use, “Uncle Tom” in their concept art. Driver speaks to his car, “To Uncle Tom”. Kid in the back seat is flirting with a kid in another car. The car directs them to Milan, and as they are stopped on the way at various traffic lights, gigantic virtual french fries smash through windows into the street…
November 18, 2009 at 11:54 pm
Amazing as always :)
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November 13, 2009 at 2:52 pm