What is Augmented Reality AR is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. While augmented reality has applications for desktop environments, it is in the mobile space that the true power of AR shines. Mobile AR experiences allow the user to use their mobile device as a window into an enhanced version of their world, layered with information.
AR Stats 197 million augmented reality-capable smartphones in global market Currently 150-200 million mobile augmented reality users, up from 600,000 in 2010 By 2014, total annual revenues from AR-enabled mobile apps will reach $732 million, up from less than $2 million in 2010 In 2014, 30% of mobile subscribers having data plans in mature markets will use AR at least once a week In 2015, over 1.6 billion AR-enabled phones will be present in market
The camera on a device ispointed at an object or theworld around it, andinformation is layered ontothe image that is seen onthe screen.
A variety of shopper apps allow you to “place” pieces of furniture in their homes to helpthem make a shopping decision. Shoppers can then purchase within the app. Layering isused in a variety of apps like Nearest Wiki, using the devices gps function to become a“heads-up-display” for the world around you.
AR is being used by a variety of retailers and manufacturers to allow people to “try” ontheir wares in the virtual space. In these examples, Converse allows you to point yourcamera at your foot and you can see what each shoe would look like. Ebay lets you try onpairs of glasses to find the right shape for your face. Both elements move with you.
Wordlens deliversinstant translationbetween Spanish andEnglish. It “magically”replaces the words inwhatever you aim thecamera at in real-time.The Heinz example isone of many that use ARto give a brandexperience while lookingat the product throughthe lens. Many of theseexperiences are usedprimarily for thegimmick/newness factoras the information givencan be deliveredconventionally.
Reflective AR is used to see yourself interactwith virtual elements. A barcode “marker” istypically used to engage in the AR experience.
In the majority of theseexperiences, people aregiven a printed pieceand asked to put it infront of their webcams.As you move the printedpiece around, thesoftware adds a 3/Dimage layer to what yousee on your computermonitor.We are wary of many ofthese experiences as youcan see by the“enthusiasm” seen bythese typical ARengagers.
Augmented reality, when done well, becomes a truly useful tool that increases yourengagement with brands and the world around you.When done poorly, or for the wrong reasons, AR becomes a costly way to providelackluster brand experiences.The question to ask to determine if AR is right for your objective is: Are we creatingan experience, or providing a tool, that could only come to life through AR?Giving an informational window to the world—YES.Delivering recipes or playing a traditional video—NO.
AR in Healthcare Example MOBILE MEDIC Concept: In order to recruit medical students to worthy of a Defense Force University Sponsorship and immerse them as a Medical Officer, the app allowed students to x-ray, scan, diagnose and treat a series of patients on posters using true-to-life diagnostic techniques such as CT scanning, X-ray, Angiogram, Stethoscope, ECG and Ultrasound
AR in Healthcare Example VIRTUAL NURSE Concept: Assist people in taking their medication by using a virtual nurse For most people, taking different medications can be difficult to track and manage. Information about each medication is not always easy to access, and there is no real time feedback about the effect of the medication and the health status. The virtual nurse provides alerts and reminders about medication times, and uses AR to capture information about the medication and then records what was taken and when. It simplifies the process and provides valuable information to both the patient and the caregivers. Other uses: Keep track of vitamin schedule; better visualization of patient’s anatomy during surgery; obtain patient medical history