Follow-Up to Augmented Reality Presentation

A few weeks ago, Xavier and I discussed augmented reality. As you may remember, augmented reality (AR) can be defined as an overlay of computer-generated data such as graphics on a real-time display of the world. Recent advances in technologies that combine the real world with virtual information as well as those that have advanced mobile devices have led to a recent surge in the development of AR applications (apps) for these devices, particularly the smartphone. Some of these apps are marker based, like the ones printed in the “Esquire” magazine issue we showed. Or apps are markerless, like Layar and acrossair, which use a combination of GPS, compass and camera on the smartphone to launch the AR experience, i.e. instead of using a search engine to search for what’s around you, just simply look at your environment using your camera lens to discover what's around you.

Some of the pros for using and/or developing AR apps for smartphones include delivering a unique experience for the consumer/public in terms of: marketing (demonstrate products, create virtual showrooms, integrate products in the real world); campaigns (markers placed on Web sites or in on-street ads, for example, provide a way for the public to access more information including videos); education (a trip to a museum can be enhanced by visions of history as it unfolded or artwork as it progressed toward completion).

Some of the cons include: costs to develop native AR apps (by some estimates, anywhere between $24,000 to $40, 000); difficulty and additional cost creating apps for the various mobile devices; not being able to reach a target audience because an app was developed for only one mobile platform; creating a distraction that may draw people away from what may be better experienced at the moment, in real life only.

I think it’s a fascinating trend worth keeping an eye on.