Obviously, the whole IT industry have high expectations and hopes connected with augmented reality development and implementation. You might be questioning yourself why in 2017 when we have so many know-hows the AR is still a bit of a pipe dream.
Nevertheless, the future is approaching by leaps. Even now the proliferation of powerful smartphones and tablets slowly puts AR on the right track with a focus on corporate and consumer mobile electronics. As a result, we see a huge interest in the technologies of augmented reality, strengthening its position in the development of mobile applications. The latest study of Direct Marketing Association (UK) predicted that revenues from this type of applications with elements of augmented reality will be the third largest in the sector by 2018. Got excited and curious to see how AR will shake the mobile world in the near future?
First things first, let’s clarify what we in Mobile App Development sphere call augmented reality? Ronald Azuma, pioneer and innovator in Augmented Reality, claims that as a system it has the following three features: 1) it combines the real and the virtual; 2) it is interactive in real time; 3) it functions in 3D. Simply put, AR is a technology that combines the real and virtual worlds in real time through the appropriate computing interfaces. To the user, it offers enrichment or improvement of the immediate environment through digital information. Impressive, isn’t it?
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Now we came to the point of business value of this technology. In the beginning of this year Direct Marketing Association (UK) conducted a hidden research on sales with augmented reality.Here are some results you will be amazed to read.
- Probability of purchase:
After viewing 2D advertising from 100 parents participating in the test, 45 would consider buying a toy for a child. Among those who saw augmented reality AD the figure was 74%.
- Attitude to the price:
Those parents, who viewed the usual advertising, established the value of £5.99 approximate average cost of the product. The customers, who watched augmented reality AD were ready to pay £ 7.99.
- Advertising involvement:
On average, parents spent on active interaction with printed 2D advertising 12 seconds, while for augmented reality ones -1 minute 23 seconds.
I know what you are thinking about. Yes, it definitely sounds just perfect. But there is no white without black, right? I will introduce you the major problems connected with augmented reality deployment:
- Lack of awareness;
- Creating new user interfaces;
- Lack of mobile AR;
- Problems of ethics;
- Technological limitations
There is a huge number of social, economic and technical tasks that need to be addressed for AR applications so that they receive a ticket to the Real World. The development, better say the reinvention, of software for the augmented reality just started. So accordingly, the society is still poorly aware of the features and advantages of new technology. Might be we need this AR for George Lucas’ new movie? Of course, but not only for that.
Augmented reality opens serious lever of internal and external influences for enterprises. Here are some ways in which companies in different sectors can use mobile AR-applications:
Augmented reality in navigational applications is able to ‘accompany’ students to various places in university campuses. Schools can use 3D-models of augmented reality for visual acquaintance with subjects of natural sciences and mathematical concepts. Markers can be used in textbooks, storing additional information, including video clips that can be opened when scanning.
AR-applications can provide a full preview of the products and the options for their configuration. An example is clothing stores that show customers how a certain thing will fit them.
Indisputably AR is the future. Start watching out for it, as the corporate applications for external or internal use very soon will accept augmented reality. The exact understanding of technology will grant you approximately limitless possibilities for your business development. Focus on users. Make sure the attractiveness, convenience and interactivity of the experience achieved. AR-technology and its use is rapidly developing. Over time, the benefits from it will also extend. Use it to get the most out of it.
Conclusion. My predictions on the Future
AR is able to bring mobile applications to the absolutely next level. In a few years new ways of deploying augmented reality in the mobile app environment will be explored and tested. Innovations, such as the integration of brain activity data into the AR ecosystem, the Glass project, etc., will generate more efficient and meaningful use in mobile devices. What we see today is just the tip of the iceberg. Stay turned to know more.