1. The author believes augmented reality has potential but has been limited by lack of useful applications, technology support, and client adoption. 2. As smartphones become more prevalent and people expect more digital engagement, augmented reality will become a new way to view blended real and digital data through mobile devices. 3. The future will involve using augmented reality to access information overlaid on reality through digital watermarks, RFIDs, and crowdsourcing new product designs across the globe.

1. The best of
Augmented Reality (AR)
Laurence Cornwall-Watkins
New Business Director
Agree/Disagree?
Let Laurence know:
laurence-cw@brightblueday.co.uk
I’ve loved what Augmented Reality can do from the moment I saw the BMW Z3 speeding across my desk last year. The very
idea that things can exist before my eyes that don’t truly exist, for me, is as close to Harry Potter’s world as I am likely to get.
Even though the technology has been around a while there haven’t Adoption by clients – as you will see from the links below application 1. Brilliant use of tilt control to walk through levels on this game levelHead
been many truly useful applications found for it so far and I believe this of the technology varies greatly. I think this is going to improve as 2. One of the first interactive magazine covers for Popular Science –
technology has been limited by three factors: agencies embrace AR and realise themselves that it’s not difficult. just think of your annual report
Currently it looks too expensive so we aren’t talking to you about it, 3. Interacting AR TOPPS cards – the possibilities are endless
■ se for it
U but we should be saying “well this is just perfect for AR and I can 4. Want something more than just a boring business card? Here is the
■ echnology support
T see a great ROI”. next generation
■ doption by clients
A 5. Sound combined with AR on a drum kit – I could lose hours of my life
I believe that this is the future of digital data consumption; that the playing this
Uses for it – there are so many applications for AR that have yet to be next generation will view data from this “layer over reality” and it will 6. The best example of an AR business application for Priority Mail
realised and I believe that with the mobile support it now has, this will support them: 7. The arguments stop here with an old but excellent idea for IKEA build
become a new way of viewing data. It will become the conduit by which instructions
we view our real world through a digital AR layer, blurring the lines ■ o buy a sandwich showing them ingredients/the person that made
t 8. If it’s AR and smartphones you’re interested in there is a great list of
between them. it, how they rated it last time and what their friends thought of it, apps here
all displayed through a digital watermark or RFID in the packaging 9. Great artwork makes this a roaring success for Night At The Museum 2
Technology support – smartphones have 27% of the UK market and ■ o crowdsource designs for a new electric car through AR collectives
t 10. and finally my favourite for its sheer genius using so many forms of
is predicted to grow by 33% year on year. As users become used to across the globe interaction, real and digital, the Augmented Shadow
mobile digital engagement through their phone, digital displays, digital
point of sale etc. there will be more of an expectation of virtual interaction So let’s get involved! All these examples are linked from this article on our site.
to access/filter/control/share their experiences instantly. Go to b2d2.co.uk/insights/bestofAR
To find out more please call 01202 669090 or visit brightblueday.co.uk