What is Augmented Reality?
Apr 22 2010 8:34:42 AMBy Morgan Graham
Word on the street is Augmented Reality (AR) will change the game in how future consumers will experience information. But what is this technology we’re beginning to hear more and more about?
(We’ll avoid the tech terms here and keep it digestible). AR overlays information through sound and/or visuals into user’s environments through their computer, cell phone, kiosk, AR glasses, or other device to add entertainment and/or educational value.
Over the last few years, AR has stayed at the lab level, however, it has recently boomed thanks to iPhone’s 3GS popularity along with the growing number of webcams now found in homes. Finally, we’re seeing mainstream home and in-store AR applications. Here is just a snippet of where AR has already left an impression:
iPhone
Yelp
As one of the most popular restaurant review sites on the net, it made complete sense when Yelp added AR, aka their “monocle” to their iPhone app. Using the 3GS’s internal compass, Yelp’s application allows users to see local restaurants and destinations in their immediate area along with ratings Yelp users have so lovingly created. By selecting a destination, users have access to all the information they would normally have visiting the Yelp site.
(Apparently Hot Topic isn’t so hot…)
Branded Experiences
ADIDAS realized early on how dedicated shoe fanatics would get a kick (haha) out of an AR shoe experience. By sewing the tag on the shoe’s tongue, they’ll have access to the experience as long as they own the shoe.
Sometimes, the images on LEGO boxes aren’t enticing enough to get the kids to purchase the set. So, LEGO is rolling out their LEGO Digital Box Displays in all their stores, allowing kids to see the LEGO sculpture before they get to build it themselves.
USPS understands the frustrations their customers sometimes have in understanding what box they need to ship their product. With the box sizer, USPS customers won’t be confused anymore.
Entertainment Value
This AR Video Game, called the AR Drone Project, allows the gamer to use a flying drone in an AR experience to shoot down enemies.
Does your kid brother get too boring to play rock, paper, scissors with? Challenge your AR t-shirt instead.
Historical Context
It can be quite difficult to present cultural heritage sites’ massive amount of information in a compelling way. Using rotating kiosks, both of these destinations heightened visitor’s experiences by adding valuable context to their location.
Experience a Chinese historical landmark as it was meant to be experienced.
Sightseeing using a kiosk equipped with an Augmented Reality application helps visitors quickly find popular destinations, and learn more about them… without lugging that heavy tour guide book around.
Educational Value
Can I just say future kids are going to be crazy, super, amazingly smart? This book takes it to the level where imaginations are supposed to.
Having fun reading IKEA instructions? By applying AR, training consumers (or employees) how to assemble products becomes intuitive.
Useful Applications
General Motors created an Augmented Reality windshield that tracks the driver’s eyes and alerts them to road information that they may be missing. But this begs the question – useful or distracting?
When you purchase a $200,000+ Ferrari, of course you want to purchase $10,000+ rims to make it look even more expensive. With AR, you don’t have to waste time in trying and replacing – you’ll know right away that they’ll look fly.
Seriously. Stop. Watch this video.
You will NOT regret it. Google maps ain’t got nothin’ on Bing! Actually walk into locations rather than just staring blankly at the outside. Also overlays images from Flickr that matches the location, along with using AR to give real-time video. Mind boggling.
There are many more inspiring AR examples out there (feel free to share in the comments!), and you may have already imagined where this could make your life easier (or fun). We’re excited to continue to watch this technology grow and be a part of it ourselves.
Morgan Graham
Social Media Producer | Project Manager
[...] do: Experiment with risk. Try new things. Test your comfort zone. When someone talks to you about Augmented Reality, Landing Tabs, Geomarketing, 3D anything, AIR applications, immersive online experiences, API’s, [...]