IST-2001-38846 mGain - MobileEntertainment Industry and Culture


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  mGain
IST-2001-38846

Mobile Entertainment Industry and Culture

The Project

This page:

Background

Objectives

Concepts and culture

Technologies

Business models

Benchmarking

Guidelines

FP6


This site:

Main page

Project

Contacts

Publications

Interest Group

Links

 

 

Date: Dec. 16th 2002


Background

Mobile entertainment represents one of the few mobile services that have mass market potential that will drive the adoption of the next generations of mobile devices. According to Datamonitor’s The Future of Wireless Gaming report, four out of five European and US mobile phone users will be playing games on their mobiles by the year 2005. Or as a recent Forrester Research study concludes: “The [European] wireless networks’ only remaining hope of generating much-needed extra income is from mobile gaming”.

But what constitutes mobile entertainment? Our approach is inclusive instead of restrictive, including all entertainment delivered through a mobile device, whether it be a mobile phone, a personal digital assistant or a handheld gaming device. This way we can address the foreseeable convergence of the various mobile technologies. Examples of such mobile entertainment include but are not restricted to mobile games, music, video and gambling.

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Objectives

The mGain study project has six connected objectives:

  • To understand mobile entertainment concepts and culture, including legal and social aspects of mobile entertainment.

  • To understand possibilities and restrictions of existing and emerging mobile entertainment technologies (including wireless communication and handheld devices).

  • To understand the business models of the emerging mobile entertainment industry.

  • To benchmark the European situation with North America and Asia-Pacific.

  • To provide guidelines for industry and policy makers, including instruments and incentives needed to encourage implementation of the guidelines.

  • To provide input for preparation of Framework Programme 6 in the areas of mobile entertainment services and technologies.

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The mGain project aims to study mobile entertainment technologies, business, and concepts and culture together in order to gain a comprehensive picture of the field.

Concepts and culture

In order to provide competitive entertainment content and services for the emerging mobile technology generations, we have to understand, what makes successful mobile entertainment. For example, in case of interactive multi-user mobile entertainment we may be going to see similar communities as those that have emerged around Internet based games. In addition to making old forms of digital entertainment concepts mobile, mobile technologies have potential to facilitate new types of entertainment that utilise ubiquity/pervasiveness of the mobile technologies and the possibility to pinpoint the location of each phone/user.

MGain will study mobile entertainment genres, consumer demographics and emerging mobile entertainment culture in order to understand the factors that make successful mobile entertainment products. In addition, European legislation concerning mobile entertainment will be reviewed in order to assess its appropriateness. The results will be of interest to mobile entertainment industry developing new entertainment services and various authorities ranging from consumer protection to content regulation.

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Technologies

The predicted breakthrough of mobile entertainment depends on convergence of several technologies. The next generations of mobile “phones” look set to be combinations of cell phones, personal digital assistants, positioning systems, digital cameras and handheld game devices. But the next generations of mobile phones are just one facet of the technologies that will have to come together. In the case of interactive entertainment software, servers must run the host software and networks that connect the phones with these servers are needed. For example, mobile players want to participate in the games they play regardless of the country or network operator area they happen to be in.

MGain will study relevant existing (for example GPRS, Game Boy Advance and locating services) and forthcoming (for example Ultrawireband and J2ME) mobile, wireless and handheld technologies from entertainment perspective in order to identify the possibilities, limitations and requirement they impose to mobile entertainment developers. In addition, national and European technology authorities want to know, what kinds of developments to encourage in order to facilitate growth of European mobile entertainment industry (for example providers of m-games, m-music and m-gambling) and emergence of new start-up mobile entertainment companies (for example software developers and mobile content providers).

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Business models

Mobile entertainment is still a developing market with low penetration except in Japan, where DoCoMo’s i-Mode spearheads development. In order to compete with American and Asian developers of mobile entertainment, European mobile service industry has to develop not only competitive entertainment content but competitive business models that provide healthy revenue streams but keeps costs low enough to encourage a large number of mobile phone users to consume the services. Presently incompatible business models and unclear revenue streams hinder the development of European mobile entertainment industry.

MGain will identify and study relevant actors in the mobile entertainment market including operators, content developers and publishers, hardware providers, retailers and consumers. The goal is to identify revenue sources and value chains and to suggest appropriate business models (for example micro payments). In addition, national and European authorities like consumer protection agencies want to know potential barriers and drivers of mobile entertainment market in order to encourage desirable developments and prepare for potential pitfalls.

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Benchmarking

While Europe has been a forerunner in the development, dissemination and adoption of mobile technologies, United States and Japan control digital entertainment markets. In 2001, 87% of global wireless games revenue came from Asia-Pacific. 60 percent of the content viewed by Japanese NTT DoCoMo's 19 million i-mode users falls into the entertainment category.

In order to proportion the European market situation, the results of mGain will be benchmarked with mobile entertainment markets in Asia Pacific and to a lesser degree in the United States. Research methods used in the other parts of mGain will be scaled down and used as benchmarking tools. In Asia Pacific, the main point of interest will be the Japanese mobile entertainment industry that has developed pioneering technologies, services and business models. In the United States, of particular interest is their successful digital interactive entertainment industry.

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Guidelines

In 2001, 41 million Europeans played games on their mobile phones or PDAs. Datamonitor has predicted that this figure is going to treble before 2006. In this rapidly evolving situation, both the European mobile entertainment industry and European authorities and legislators need counsel and guidelines. For example, what kind of customer protection consumers of mobile entertainment services need? How to process mobile entertainment transactions conducted by minors? How to handle legal disputes that include mobile entertainment companies and consumers from several countries? How private is personal information generated in the course of a mobile entertainment transactions? Does mobile entertainment content need national or union level regulation?

In addition to disseminating the research results of the mGain project, the project will reflect them with the Mobile Entertainment Interest Group (MEIG), in order to create and disseminate a set of practical guidelines for the industry and the authorities. The goal of these guidelines is to protect consumers and to facilitate growth of the European mobile entertainment industry.

The mGain Consortium looks forward to actively promote the guidelines in order to ensure that they truly have an effect on European mobile entertainment industry and regulation and legislation of this industry. For example, members of the Consortium will use their interpersonal relationships with appropriate authorities and industries in order to make sure that the information reaches them. What is more, in addition to inviting people to participate in the Mobile Entertainment Interest Group, dissemination materials will be actively distributed, mailed or emailed to key people of the industry and related authorities. In addition, they will be authored with readers’ often busy schedule in mind.

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FP 6

One of the planned Priority Thematic Areas of Framework Programme 6 is 1.1.2 Information Society Technologies, where issues related to Mobility, Leisure and Tourism are strongly addressed, especially in the research priority 1.1.2.i Applied IST research addressing major societal and economic challenges. For example, in the area of leisure, FP 6 research will focus on “intelligent and mobile systems and application for entertainment and tourism”, while work on electronic and mobile commerce will include, among other things, “electronic services covering the whole value creation cycle of extended products and services”. What is more, in the research priority 1.1.2.iv Knowledge and interface technologies, one of the aims is to “stimulate the creation of rich interactive content for personalised broadcasting and advanced trusted media and entertainment applications.”

As mGain will provide many-sided information related to these research priorities, it will help preparation for and implementation of Framework Programme 6. For example, mGain may bring up issues that need to be addressed in annual work plans of FP6.

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  mGain
IST-2001-38846

Mobile Entertainment Industry and Culture

The Consortium

This page:

Helsinki University of Technology
¤ Pasi Kymäläinen
¤ Karri Kosonen

Victoria University of Manchester
¤ Jason Rutter
¤ Karenza Moore

Interactive Institute
¤ Liselott Brunnberg
¤ Oskar Juhlin

University of Central Lancashire
¤ Jo Bryce

University of Oulu
¤ Timo Ojala
¤ Mika Ylianttila

University of Bergen
¤ Espen Aarseth

University of Turku
¤ Raine Koskimaa
¤ Jussi Parikka
¤ Ulla Paunonen

VTT
¤ Sonja Kangas

Linköping University
¤ Mark Ollila
¤ Niklas Bahos


This site:

Main page

Project

Contacts

Publications

Interest Group

Links




Date: Dec. 4th 2002


 

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The mGain team, ready to storm the Suomenlinna Castle.

 

Helsinki University of Technology (HUT)

Helsinki University of Technology is the leading university of technology in Finland. It was established in 1849 and today it has over 2 600 employees, most of whom are researchers. The university has more than 2 700 postgraduate students and some 12 000 students. The Faculty of Industrial Management is one of 12 faculties of HUT and it consists of three laboratories: Industrial Management, Work Psychology and Leadership and International Business and Strategy. The research and industrial projects at the department are multi-disciplinary. In addition to engineering scientists there are a number of psychologists, social scientists and economists involved in our projects. The research at the department is done very actively with industrial partners, who represent a very important part of our funding. HUT is an active partner in European research field with it’s hundreds of international projects in various branches.

Jyrki J.J. Kasvi (M.Sc. Eng.) is a senior researcher in the Helsinki University of Technology. He is one of the leading experts in digital games and game culture in Finland. He started reviewing game software in 1980’s when the industry was still in its infancy. Later on, Kasvi has applied his experience of digital game industry both as a researcher and as an expert. For example, he is acting as a game culture expert for the Finnish Board of Film Classification. Kasvi’s other points of research interest have been electronic performance support, learning organisations, elearning and mobile services. For the last few years, Kasvi has been involved in evaluating and reviewing projects and project proposals for European Union Commission Directorate Generals of Education and Culture and Information Society Technologies.

Helsinki University of Technology
POB 9500, FIN-02015 HUT, FINLAND

Visiting address: Metsänneidonkuja 6, Espoo

Pasi Kymäläinen
eMail: pasi.kymalainen @ hut fi
Phone: +358 9 4512857, +358 50 5148479

Karri Kosonen
eMail: karri.kosonen @ hut fi
Phone: +358 9 4513663, +358 50 5148476

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Victoria University of Manchester (UNIMAN-CRIC)

The Victoria University of Manchester Centre for Research on Innovation and Competition (CRIC) was created by the ESRC in 1997 to form a centre of excellence in Manchester at the interface of management and social sciences. Its aim is to contribute to the fundamental understanding of the complex issues that underline and link together innovation and competitiveness. CRIC is a joint initiative between The University of Manchester and The University of Manchester Institute of Science and Technology (UMIST). It draws upon the resources of the Federal School of Management and The Graduate School in the Faculty of Economic, Social and Legal Studies.  CRIC enjoys close connections with UK government and leading firms in the UK economy. Its research staff are members of major European networks and contribute frequently to conferences in Europe and more widely. The programme of work is designed to draw together advances in our understanding of innovation arising from the social and managerial sciences.

Jason Rutter (Ph.D., B.A. (Hons) Drama) is working as a research fellow in the ESRC Centre for Research on Innovation and Competition (CRIC), The University of Manchester and UMIST. A sociologist, his current research interests centre around social aspects of the use of Information and Communication Technologies, especially issues of consumption, trust, and interaction within domestic spaces. These fall broadly into three empirical domains: Computer and mobile gaming and the games industry, business-to-consumer electronic commerce, and online communities and computer-mediated interaction. Additional ongoing research includes work on humour, stand-up comedy and audiences which explores theories of humour, humour in conversation; laughter as affiliation and the rhetoric of joke telling.

Karenza Moore (PhD, Sociology in Digital World Research Centre, University of Surrey: 'Versions of the Future in Relation to Mobile Telecommunication Technologies', Supervised by Dr Geoff Cooper. MA, Medical Sociology with Distinction in University of East Anglia: 'Eating Disorders and Narratives of Recovery'. BA, Joint Honours, Sociology and French, First Clas University of East Anglia. Karenza Moore's research Interests include Sociology of the Future, Sociology of Science and Technology, Sociology of the Body, especially eating disorders and Sociology of Youth (particularly club culture and substance consumption).

SRC Centre for Research on Innovation and Competition (CRIC),
The University of Manchester, Ground Floor, Devonshire House,
Oxford Road, Manchester, M13 9QH, UK

Jason Rutter
eMail: Jason.Rutter @ man ac uk
Phone: +44 (0) 161 275 6859
Fax: +44 (0) 161 275 7361

Karenza Moore
eMail: Karenza.Moore @ man ac uk
Phone:
+44 (0) 161 275 0773
Fax: +44 (0) 161 275 7361

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Interactive Institute (II)

The Mobility studio at the Interactive Institute is a multidisciplinary research group with competence in computer science, sociology, art theory, design, music and informatics. The studio consists of six persons (one senior researcher and five Ph D students). Embracing an ethno-graphic approach, they have studied situated usage of already existing technology and arte-facts and then generated new services. The group also has researchers with a strong focus on the technical aspects of computer science, which gives the studio excellent opportunities to pursue a particular design approach and to generate new services. The Road Talk research programme, which includes "Backseat gaming", is the most important activity with the aim to use mobile IT to make road use more interesting and enjoyable. The "Backseat gaming"-project explores how to make use of mobile properties such as location, speed, direction, time, changing surrounding and occasional encounters to develop a compelling and fun game experience. The project specifically focuses on car passengers and makes use of the road setting as a resource in the game play.

The studio belongs to the Interactive Institute, which perform multidisciplinary research and innovation within the field of digital media. Today the Institute consists of ten studios located in Stockholm, Gothenburg, Malmö, Piteå, Visby and Umeå. The objective is to heighten the competence and level of innovation and entrepreneurship within the field in Sweden in order to prepare the country for a future in which digital media play an ever-increasing role in daily life, public affairs and commerce.

Oskar Juhlin is the Studio Director and founder of the Mobility Studio at the Interactive Institute, Stockholm, Sweden. He is also the leader of the Backseatgaming-project. Oskar holds a Ph.D. in sociology of technology at Tema, Department of Technology and Social Change, Linköping University. He has also a M.Sc. in Civil Engineering. Oskar has worked in many fields related to application-oriented research on mobile information technology. He has also worked in the Mobile Informatics research programme at the Viktoria Institute, where he managed three different projects. His current approach is a combination of ethnographic fieldwork of user practices and design sessions to develop prototypes. Oskar has been involved in several government committees concerning the area of ITS.

Interactive Institute
P.O. Box 24081, SE-10450 Stockholm, SWEDEN

Visting address: Karlavägen 108

Liselott Brunnberg
Email:
liselott @ interactiveinstitute se
Phone: +46 70 320 68 06
Fax:  +46 8 783 24 60

Oskar Juhlin
eMail:Oskar.Juhlin @ interactiveinstitute se
Phone: +46 70 379 39 64
Fax:+46 8 783 24 60

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University of Central Lancashire (UCLAN)

The Department of Psychology, University of Central Lancashire, UK has been established for over 25 years. It currently has 37 academic staff supported by six technicians and four administrative staff. The Department received a 3A rating in the 2001 research assessment exercise, and over the last few years has expanded its postgraduate provision to the current 2000-2001 total of 26 research students (11 full-time and 15 part-time), in addition to a taught M.Sc. programme and a Postgraduate Diploma course (both full-time and part-time). The department has well-equipped laboratories for research in child development, cognitive psychology, social psychology, neuroscience, sport psychology, and psychophysiology. It is well supported in terms of computing facilities, with software for EQS and meta-analysis, in addition to SPSS.

Most research is in applied areas, and falls under the broad headings: Cognitive and Developmental Psychology; Social Psychology; and Health. Sub-groups specialise in aggression research, the development of reading, eating disorders, child safety on the internet, psychological aspects of technology use, computer gaming, forensic psychology and sport psychology. There is extensive collaboration with researchers at other academic institutions and in the NHS.

Over the last decade, research from the department has been widely disseminated in academic and professional journals, books and book chapters both within psychology and applied to other disciplines. Numerous papers have been presented at international and national conferences in basic psychology and its applications to health-related and other disciplines. Research findings are also incorporated into clinical practice. There are six recently-published single-authored books by members of the academic staff.

Research has also had a considerable impact on the teaching in the department, with staff offering advanced modules in their areas of expertise and using their own research and publications to support these. Final year undergraduate and masters projects also benefit considerably from staff with an active research background.

Jo Bryce (PhD in Psychology) is a Lecturer in Psychology in the Department of Psychology of the University of Central Lancashire, Preston. Her current research interests focus on a number of interconnected areas relating to technology and society. In particular, investigating the psychological, social and organisational aspects of computer gaming with Dr Jason Rutter from the University of Manchester. They are currently organising an international conference on computer gaming ‘Playing with the future: Developments and directions in computer gaming’, at the University of Manchester in April. Dr Bryce is currently a member of the Executive Committee of the World Leisure Commission on Youth and Society.

University of Central Lancashire
Department of Psychology
Preston, PR1 2HE, UK

eMail: jbryce @ uclan ac uk
Phone: +44 01772 893881
Fax: +44 01772 892925

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University of Oulu (UOulu)

MediaTeam Oulu research group is part of the Information Processing Laboratory in the Department of Electrical Engineering at the University of Oulu. MediaTeam belongs to the Machine Vision and Media Processing Unit (MVMP).

MediaTeam does research on the features, use, and applications of multimedia and digital media types (image, sound, video, text) in information and communication systems. Our research combines the different areas of information and telecommunications technology, with a special focus on mobility and wireless features as well as future generations of communication technology. Our main fields of interest are image and video processing, language and audio technology, information hiding as a security solution, mobile services, packet networks, and distributed computing.

We do research on three different levels. The results of long-term visionary scientific research are utilised in applied research, done in collaboration with the industry in the field. We aim at quickly transferring our research results directly to industry and practical applications.
In autumn 1999, MediaTeam was selected as an independent research group to Infotech Oulu, which is an umbrella organisation of information technology research at the University of Oulu. We are also actively involved in the operation of Mobile Forum.

MediaTeam is in close cooperation with companies in the field. Our most important partners include CCC, Hantro, IBM, Jutel, Nethawk, Nokia, OPOY, Serv-It, Sonera, Sun Microsystems, and Yomi Fusion. Our researchers have the advantage of developing future technologies with the top names in the industry, while company representatives have the possibility to keep track with scientific research in their field.

We cooperate in international research for example with the universities of Maryland, Linköping, and Gävle. Our most important domestic research partners are VTT Electronics and some research groups and departments at the University of Oulu.

Timo Ojala (Dr.Tech.) is an academy fellow of the Academy of Finland and a docent of information technology at the University of Oulu, Finland, where he currently serves as the associate director of MediaTeam Oulu research group. Ojala has been the responsible director of several large research projects on distributed and mobile multimedia. In the scope of this proposal Ojala is currently directing two initiatives, of which the other focuses on developing, deploying and evaluating multinetwork multimedia services, including mobile games, in real-world end user environment, the other on developing, jointly with businesses and public entities, an operations model for innovating new mobile services facilitated by next generation mobile technology.

University of Oulu
Information Processing Laboratory
P.O. Box 4500
FIN - 90014 University of Oulu
FINLAND

eMail: timo.ojala @ oulu fi
Phone: +358 8 553 2807, +358 40 567 6646 (GSM)
Fax: +358 8 553 2534

Mika Ylianttila
eMail: mika.ylianttila @ ee oulu fi

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University of Bergen (UIB)

The dept of Humanistic informatics of the University of Bergen is the leading Norwegian research unit for aesthetics and information technology research, and has organized the Digital Arts and Culture series of annual conferences 1998-2001. The University of Bergen is a young, modern university. Most of its premises are concentrated in the heart of the city of Bergen. There are about 17 000 students enrolled, and 2 500 faculty and staff.

Espen Aarseth (Dr. Art.) is associate professor in humanistic informatics at the University of Bergen since 1996. His best-known publication is Cybertext: Perspectives on Ergodic Literature (Johns Hopkins UP 1997), and he is the co-founding Editor-in-Chief of Game Studies, the first academic journal of computer game research.

University of Bergen
Dept of Humanistic Informatics
Sydnespl. 7, N-5007 Bergen
Norway

eMail: espen.aarseth @ hf uib no
Phone: +47 555 82256
Fax: +47 555 89655

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University of Turku (U.Turku)

The School for Culture Production and Landscape Studies was started at the University of Turku in 2001. It gained an independent status within the Faculty of Humanities in Jan 2002. The School consists of three departments, Cultural Heritage Studies, Landscape Studies, and Digital Culture. The Deparment of Digital Culture views the digitalisation of culture in a broad perspective, but has as its current foci digital game cultures, digital textuality, and mLearning. The School offers teaching at BA and MA levels, and starting from Fall 2002 also accepts doctoral students. Department of Digital Culture conducts research on all its focus areas, in collaboration with local companies, other departments within the School, and with other acdemic institutions.

PhD Raine Koskimaa (b. 1968) works as a professor of Digital Culture at the University of Turku, Finland. He has written and co-edited seven publications, including Digital Literature. From Text to Hypertext and Beyond and, Cultural Activities in Five European Countries. Koskimaa is a co-editor of the Cybertext Yearbook Publications Series, a member of the Literary Advisory Board for Electronic Literature Organization, a member in steering group for the Digital Arts & Culture Conference Series, and in the programme committee for the Computer Games & Digital Textualities Conference (Copenhagen, Denmark, March 2001), and Computer Games & Digital Cultures Conference (Tampere, Finland, June 2002). Koskimaa currently supervises three research projects, including Mobile Users Needs Study.

Turun yliopisto
Digitaalinen kulttuuri
POB 175, FIN-26101 Rauma, FINLAND

eMail: raine.koskimaa @ utu fi
Phone: +358 2 8378 0320, +358 400 674 074 (gsm)
Fax: +358 2 8378 0325

Jussi Parikka
eMail: jussi.parikka @ surfeu fi
Phone: +358 400 534 845

Ulla Paunonen
eMail: ulla.paunonen @ utu fi
Phone: +358-2-83780322, +358-400-669036

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Technical Research Centre of Finland (VTT)

VTT Information Technology is one of the six research units of VTT, Technical Research Centre of Finland. VTT is a governmental organisation that carries out basic research, and provides contract research and technology transfer services for industry and society.  The number of employees is about 3000. Turnover is about 200 million euros. VTT serves annually over 5000 domestic and foreign customers.

VTT IT perform researchs and development in the fields of microsensing, microelectronics, telecommunication, networks, information systems, media technologies and human interaction technologies.  VTT IT participates in large national and international projects, as well as supports industry by providing product development services.

VTT Information Technology's main site is in Espoo, Finland, where it is located at the Otaniemi technology park with Helsinki University of Technology and many ICT companies. All the contract activities are executed according to certified quality assurance processes.

Sonja Kangas (MA in digital media) is working as a researcher at the Technical Research Centre of Finland. She has extensive knowledge on the culture of electronic games through several projects concerning gaming cultures from the different target groups to game formats and platforms. She is also co-author of “Mariosofia - the culture of electronic games” book (Gaudeamus 2002). Her current research interest focus on digital television, WLAN and cellular networks, 4G technologies, personalised services and both cultural and technical aspects of game culture. Ms Kangas is also working on a PhD on broadcast and content creation in 4G networks at the Helsinki University of Technology.

Technical Research Centre of Finland
Information Technology
PO.Box 12041
02044 VTT
FINLAND

Visiting address: Tekniikantie 4 B

eMail: Sonja.Kangas @ vtt fi
Phone: +358 9 456 6052
Fax: +358 9 456 7052

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Linköping University (LIU)

Norrköping Visualization and Interaction Studio is a part of Linköping University. It is a cross disciplinary group working in Culture, Society and Media Production as well as technological issues related to Computer Graphics, Scientific & Information Visualization. The group is funded via grants receive across all levels, including regional, national and at the European level. The group is running a large-scale visualization laboratory for research, education and knowledge dissemination to the public.. The main part of the equipment has been installed during 2000 and the laboratory is now fully functional. It contains the following equipment, SGI Onyx2 Reality Monster with 3 graphics pipes and 8 CPUs,VR bench for tracked semi-immersive environments, large scale VR theater with cylindrical 3x10 m projection wall (seating for up to 20 people), haptic devices for VR with force feedback, augmented reality devices and mobile technology.

Mark Ollila is a leading researcher in the area of Computer Science - specifically Mobile Technologies, Computer Graphics and Interaction with a touch of Artificial Intelligence. He has worked in administration, programming, and new media. Currently, Mark has a position at Linköping University in building up a Media Technology Centre and working with the Visualisation and Interaction Studio. He has been the Scandinavian representative for SIGGRAPH for 3 years. His current research interests are P2P mobile networks, client side personalization and privacy, emotional artificial intelligence, and theory of gaming. He is a representative for Sweden in the World Internet Project, specifically Mobile related issues.

Linköping Universitet
Department of Science and Technology
Campus Norrköping, 60174 Norrköping, SWEDEN

eMail: marol @ itn liu se
Phone: +46 73 366 55 99
Fax: +46 1 1363270

Niklas Bakos
Email: nikba @ itn liu se

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