Augmented Reality Trend Report Extended

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San Francisco
March 2018
Augmented Reality
Detecon Trend Radar Report
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> 600 Startups> 400 Trends7 Categories
Detecon Trend Radar
The Detecon Trend Radar harnesses Detecon’s global trend
and startup knowledge to empower clients to innovate
proactively and successfully.
This report includes selected trends from the Detecon Radar.
For more information on this and many other trends please
visit : detecon-radar.com
This report is an excerpt derived from the Detecon Trend Radar, our “single
source of truth” for scouting the latest technology trends, opportunities
and startups

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Detecon Trend Radar
As Augmented Reality (AR) technology overcomes the “novelty app”
stereotype, it will begin to transform the commercial landscape
The potential value of AR within industry is being increasingly realized
due to its ability to fundamentally transform the way humans absorb
information and interact with the physical and digital worlds.
Recent developments in the Internet of Things, digital content, and AR
hardware have accelerated the emergence and growth of AR applications
within industry and society.
There are a myriad of opportunities to apply AR across the value chain,
however, it is crucial that a business evaluates the technical and
organizational requirements associated with implementing each AR use
case. Whilst the benefits of AR are far reaching across industries and
society, key obstacles for adoption include education, cultural change,
and acceptance.
This report includes a snapshot of some of the most relevant
AR trends from our Detecon Trend Radar, your “single
source of truth” for all current and future emerging
technology threats, opportunities, and applications.
These trends include AR applications within:
• Healthcare
• Education and Training
• Navigation and Mobility
• Shopping
• Gaming
• Holograms

Trend Inspirations Trend Rating
Course of Action
Park Wait & See Observe Be Prepared Act Now
Visual Search
According to TechCrunch, Visual Search (VS) is the highest commercial potential for mobile AR use cases in the
consumer market. With Visual Search, one is able to instantly access data associated with anything the User sees
through an AR enabled lens.
Trend Description
Historically, the input-output relation of search engines has
been text dominated. Output has evolved over the years
with the rise of image and video platforms, however,
search input is still mainly text based. The potential of
search engines has been limited by the user’s ability to
search for an abstract combination of key words and the
search engine’s ability to generate results from the
relatively static set of key words. On the other hand,
Visual Search allows for a more natural form of
communication between humans and computers; and is
able to significantly improve search results. Visual
Search will enable consumers to integrate Augmented
Reality applications seamlessly into the consumer’s digital
lives such as at the store where the phone lens recognizes
an orange and shows the supply chain behind it.
Showcased startup
Retailer Home Depot and Pinterest
have partnered to expand
Pinterest’s visual search feature,
the Look, with more than 100,000
shoppable products to capitalize on
consumer search behavior on the
platform and overcome search
engine shortcomings.
Startup GrokStyle identifies any
piece of furniture a camera can see
(in your house, at a store, or in a
catalog) and immediately returns
similar pieces or even the exact
one, with links to buy them. Its first
customer is nobody else than
furniture giant, IKEA.
Introduced in 2017 and now
available for iOS, the Google Lens
technology relies upon a
smartphone's camera to "see"
what's around it and gives
contextual information about its
surroundings.

Magic Sauce Startup Rating
Course of Action
Visual Search Pioneer
Startup Description
Blippar specializes in Augmented Reality, Artificial
Intelligence and Computer Vision. Its flagship product, the
Blippar app, is a visual discovery application, harnessing
augmented reality and artificial intelligence to bring the
physical world to life through smartphones. It builds the
foundation of an ecosystem of products in the field of
Computer Vision and Visual search. Blippar has built a
solid customer base consisting of various global brands
including PepsiCo, Porsche, Nestlé, L’Oréal, General Mills
and Procter & Gamble for whom Blippar built an award-
winning experience to deepen consumer engagement.
Blippar offers new ways for customer interaction and offers
tangible data on ROI for real-world marketing.
Selected Investors: Qualcomm Ventures, Khazanah
Nasional Startup Inspiration
Founded: 2011
Industry: Augmented Reality
CEO: Ambarish Mitra
Funding stage: Series D
Employees: 195
Total Funding (USD): $99m Twitter Followers: 28k
Facebook Followers: 208k
LinkedIn Followers: 10k
Ambarish Mitra – CEO
In order for augmented reality to scale, computers need to
recognize reality. Everyone is focused on placing things on top of
things. But computers need to semantically understand reality.
In 2016, Blippar shifted focus to a fully functional visual
search engine. Their proprietary knowledge graph,
Blipparsphere, uses computer vision and machine learning
to recognize real-world objects to personalize
information about a user’s physical surroundings. The
Blipparsphere (which one is it?) is an intriguing feature
because Blippar worked hard to turn it into more than a
promotional tools for advertisers. In a test, the Visual
Search engine identified the Petronas towers in Kuala
Lumpur correctly and provided a variety of information
and links about the building, the city, the architect and the
Petronas company. To provide this information Blippar
partnered with over 100 sources.

Course of Action
Education and Training
AR can present immersive and interactive educational and training opportunities that are more engaging than traditional
methods.
Trend Description
AR technologies will soon transform conventional learning
processes within education and training. The immersive
and interactive nature of AR capabilities such as AR
animated content will be more effective in capturing
audience engagement and explaining abstract and difficult
concepts.
Within classrooms, students can scan certain elements of
a book with their smartphones and find useful information
about certain topics through text, audio, or video tips from
teachers. Within industry, AR can allow for interaction with
3D models, improving training processes for hands on
cases such as medical surgery or operating heavy
machinery.
Google Expeditions uses AR to map
classrooms and place 3D objects
inside. By using a cell phone
attached to a “selfie” stick, students
can get up-close to objects by
stepping forwards or backwards.
NASA is using a mixed reality space
station to train astronauts. The US
space agency has partnered with
Epic Games’ Unreal Engine to create
a mixed reality International Space
Station simulator.
Research shows that augmented
content provides a better educational
and engagement experience for
visual learning students (mostly
males).
NeoBear Care4D AR Circuits Vizitech USA ZooKazam
Picture source: Blippar

Course of Action
Healthcare
AR in healthcare will demonstrate wide reaching implications that will transform the medical industry, ranging from
applications such as real-time data and assistance during complex surgical procedures, to supporting aftercare and
administration.
Trend Description
AR technology is in the early phases of being utilized to
make healthcare processes more efficient by supporting
physicians in their daily practices, and enhancing the
quality of care offered to patients.
Quality of treatment provided to patients will be improved
as surgeons will be provided with the most critical
information (eg. from wearing smart glasses) during
surgery. In simple cases, taking blood will be a lot easier
as physicians can locate the patient’s veins accurately.
Hence, risks associated with surgery are reduced.
Other useful applications include patient’s providing better
descriptions of their symptoms through AR, and doctors
explaining how a drug works in the body.
The AR and VR healthcare market
was valued at $769.2m USD in 2017
and is expected to reach $4,997.9m
USD by 2023, with a CAGR of 36.6%
during the forecasted period.
For the first time, doctors have used
AR as a surgery aid with AR
headsets to overlay CT scans that
indicate the precise location of bones
and key blood vessels over the
patient’s legs.
Researchers have now developed a
smart contact lens which measures
blood glucose levels. In 2014, Google
announced to develop a lens capable
of measuring blood sugar levels using
a wireless chip and mini-sensor.
SimX Vivi EchoPixel Illusio BioflightVR
Picture source: Illusio

Course of Action
Navigation and Mobility
AR technology has the potential to provide users with the most efficient and scenic routes for both indoor and outdoor
environments. Additionally with vehicles, AR can enable a distraction-free and “connected” journey experience with
head-up displays depicting navigational and media entertainment information.
Trend Description
Navigating unknown environments with static 2D maps
can be a time-consuming challenge. AR technology is
capable of supporting mobile users to accurately navigate
to destinations in both indoor and outdoor, and on-foot and
in-vehicle contexts.
AR is very useful for location-based services. AR
navigation inserts information about the user’s
surroundings into the camera, based on the user's position
and thus, improves his / her understanding of how to reach
their desired destination. Examples of these applications
can include directions to POIs, head-up displays on car
dashboards or motorcycle helmets, and navigational
arrows for indoor and outdoor navigation.
Navdy Carloudy NUVIZ Augmented Pixels Aros Labs
The U.S. military launched an AR
system designed to equip soldiers in
the field. It is attached to military
helmets and projects navigational
and mapping information over the
soldier’s field of vision.
BBC has co-operated with UK
museums to launch an AR app that
allows users to examine the inside of
exhibition objects and help with
navigating within the museums.
When self-driving technology has
matured, AR will still play a role in
providing information about the
vehicle's behavior and performance,
giving passengers an overall sense
of security.
Picture source: Carloudy

Course of Action
Shopping
Through the use of AR, users can set better plan their shopping according to nutritional targets, available discounts, and
visualizing / experiencing the “look and feel” of the product before purchasing. The AR-system will provide information
on what to buy and how to navigate through the aisles most efficiently.
Trend Description
New tools such as AR glasses will allow consumers to
identify products with selected criteria while walking down
a store's aisle.
The user will be able to see virtual information objects and
its metadata projected on the real-world products aisle.
Data gathered by the retailer from previous shopping
patterns can be utilized to further engage the consumer
with loyalty programs, offer personalized promotions and
foster upselling.
Marxent SeeMore Interactive Room Remix Webcam Social Shopper Giaran
Walgreens is piloting Google’s new
virtual indoor mapping technology
that delivers personalized and
discoverable rewards to shoppers
using AR to enhance the bricks-and-
clicks experience.
eCommerce marketplace, eBay, will
add new AR features allowing
shoppers to see how a product would
look (such as a set of tires on a car)
before bidding on or buying an item.
Shopify has created an in-app AR
feature for their brand, Magnolia. The
app allows the user to see how
housewares would look in homes by
placing virtual objects into the space
using AR.

Course of Action
Gaming
Augmented Reality Gaming (AR Gaming) describes the real-time integration of visual and audio content within video
games with the user's physical environment. Unlike Virtual Reality Gaming (VR Gaming), AR games use the existing
environment and create a playing field within it.
Trend Description
AR games can be accessed through a device such as a
helmet, smart glass, or handheld device. This enables the
user to view the real-world environment that is enriched
with projections of virtual objects.
While moving in his / her real-world surroundings, the
gamer can hunt for virtual objects, investigate a crime or
combat alien invaders, ghosts etc. Different games can
serve different purposes such as “edutainment”, improving
personal fitness or building on teamwork between
individuals.
AR games will always provide the mobility factor to the
user’s experience. Hence, instead of sitting statically in
front of a computer screen, players are able to interact with
the game’s features such as travelling physical
distances and exploring their vicinity.
CryptoHunt is a location based AR
game that teaches players about
Blockchain through enabling players
to get outside, solve riddles, and
collect crypto tokens.
Niantic recently acquired Escher
Reality, a startup that develops
multiplayer AR technology. Niantic
plans to integrate this into the popular
mobile AR game, Pokemon Go.
Indie developers, Funbakers, and
publisher, Playdius, announced a
brand new AR detective game set to
be released on 1st March for iOS
devices called “Silent Streets: The
Mocking Bird”.
Osmo Total Respawn Get Qurious Two Moos Lumo Interactive

Course of Action
Holograms
A hologram is a photographic recording of a light field and is used to display a fully three-dimensional image of the
holographed subject, able to be seen without the aid of special glasses or other intermediate optics.
Trend Description
Holograms refer to projections of real objects, humans, or
virtual objects into a physical room using laser technology.
The projection may be viewed from different viewpoints
and angles without wearing assistive devices, such as
smart glasses.
Holograms are considered as a technology of the future
with potential applications in 3D TVs, realistic gaming
environments, and other display forms.
Open Space lets the user use
Microsoft HoloLens to control music
and visuals by walking and creating
holographic musical bubbles,
providing an immersive and almost
hypnotic experience.
Major historical sites in the US are
set to enter the virtual world. Visitors
who participate in the AR tours can
roam through 3D holograms, pictures
and videos appearing amidst real-
world art, artifacts and landscapes.
HoloMe converts the video of a user
into a lifelike hologram that can be
viewed using a smartphone or a
tablet. The image, enhanced with
effects to make it appear 3D,
attaches itself to the floor.
Akonia Holographics Holapex FoVI3D Avegant Vntana

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