According to a research, the market for augmented reality (AR) in the US alone is expected to hit $350 million in 2014, up from about $6 million in 2008, or, around 50 times more from 2008 to 2014.
Augmented Reality with virtual reality uses next gen automated applications in the field of training and education. Each student can have their own learning path through real-life immersive simulations with no time pressure. It promotes active learning both in psychological and physical sense. It also encourages users to have diverse thinking perspectives.
The table top role playing game, Shadowrun, introduced AR into the game world. http://www.cannonballzthegame.com/ - First ever AR game using motion capture technology, Facebook & Flash The latest entrant in the market, Batman –Arkham City using Augmented Realityis a big hit. Apple envisions interactive, augmented reality iPhone multiplayer games.
AR eye-wear has encouraged the development of applications especially in the area of industrial maintenance and informative or educational geolocation. Pointing a camera to factory on-site piece of equipment can match it to the digital map of the plant and verify it is in its designated location. Timely decisions when management foresees how a piece of equipment/machine once built will fit in its final environment, by just looking at the superimposition of field data fed through Augmented Reality System.
Augmented reality is creating lots of buzz as it moves into mass market consumer products and big corporations like Nike, Adidas and NBA begin to apply it in their marketing campaigns, including mobile ads. Many apparel lines and automobile companies have resorted to AR to get their marketing strategy ahead in the rat race.
The entertainment industry is another big focus for augmented reality companies. The technology is not just focused around movies like Avatar or Inception. Alterface is behind Castle of Chaos, described as the world’s first 5-D amusement park ride which combines 3-D images with special effects, motion-based seats and a laser-shooting system that racks up scores. Disney is using Total Immersion’s technology to help promote specific amusement park rides.
AR gaming merged with social networking is the new immersive way to experience challenges. Social AR games are associated to products or to your brand message. It creates a possibility of massive player engagement and thereby, increase brand recognition. Eventually, it can generate thousands of leads.
Link to the HSBC AR campaign (web version): http://blufimedia.com/HSBCwebAR/ARDemo.swf
TECHNOLOGIES USED BY AR…
Black and white markers
Detection of points through B & W fiducial markers
Affordable, not supported, not secured, fairly weak
Implemented in small non-commercial projects
Marker Less Tracking (MLT)
Performs active tracking & recognition of real environment
on any type of support (visuals, objects, faces, movement)
Does not use special placed markers
Operational on stationary, web or mobile devices
TECHNOLOGIES USED BY AR…(CONT.)
Sensor Based Technology
Better user experience due to sensor tags
Sensors are used in locations where MLT are less operational
(e.g.: due to lack of light).
Send signal to a receiver within range & are able to curate
information pertinent to the individual.
GPS and Compass Technology
Mainly found on smartphones and tablets
Provide useful local web-content information and added
services in 2D format at the geolocation of the user.
Takes advantage of the devices' GPS and compass features
with access to high-speed wireless networks
How is Augmented
from Virtual Reality?
User maintains real presence
in real world
System augments the real
Supplements the real world
with virtual elements
Visual senses are under the
control of the system
Replaces the real world with
the virtual world
AR IPHONE GAME – PARALLEL
Mobile location based
Uses your GPS location to
place you in a virtual
world on top of the real
Loaded with features
such as fighting
mechanism, virtual aid to
the player, leveling up the
messaging with other
players, trading items
and food and so on.
AR SOCCER GAME
Using your own feet to
kick through the
You can now play a
virtual juggling game
with any iPhone
AR IN THE MOVIES
AR experience timed for Iron Man 2
Using advanced face-tracking
capabilities and movement
detection, fans could slip inside Iron
Man’s HUD (Heads Up Display) on the
promotional website and take a spin
as the Marvel superhero
Gesture detection allowed wearers
the choice of seeing themselves as
Iron Man, or seeing the world
through the HUD
AR IN A MARKETING CAMPAIGN
Select branches in Mumbai were
enabled with BluFi and a HSBC AR
application was delivered to users
via their mobile bluetooth at zero
Unique AR codes have been printed
in different collaterals like leaflets,
posters, banners etc along with a
call to action communication to
download the application and
experience augmented reality on
AR IN LEARNING
This augmented reality video serves
as a review session for an
assignment in OSH379:
Construction Safety. The
assignment requires students to
study a series of images of a 3D
work zone model to conduct an
analysis of the problems with the