Augmented realities as an emerging technology offer new opportunities due to several
shifting external conditions or changing forms of social interaction. In order to investigate
possible impacts, trends and relationships the employed method is based on an
environmental scanning and on several semi-structured interviews, conducted with several
technology experts, researchers and futurologists. The process aims to obtain valuable
information on competitors, markets, customers and suppliers as well as on macroeconomic
factors, such as social, economic, technological and political factors.
The main research findings afforded that AR can be seen as a new communication medium
or tool in an early stage level due to several major technical and social challenges and that it
goes along with the evolving information technology. These days one of the most promising
devices for AR applications is the mobile phone, which could open the floodgates for the
mass implementation of AR. With regard to the evolving ubiquity of information and
interactivity through smart things and sensors, AR will provide customized-, perceptional-,
and location-based information. Life and task enhancing services and applications are
assigned big potential in future solutions, which could occur in many areas and industries.
Due to an economical shift towards free business models, often financed by the
advertisement industry, the future development of AR will certainly be affected.