Introduction to Augmented Reality
Augmented reality (AR) has been a subject of interest for several years, with many predicting it will go mainstream in 2018. With advancements in software and hardware, particularly in iPhones and Android devices, the stage was set for amazing AR apps. But has AR lived as much as the hype?
Developments in Smartphones
The latest iPhone models, Xs and Xr, together with the newest version of iOS, have been designed with AR in mind. The powerful latest A12 processor and improved battery life make them ideal for running AR apps. Similarly, Android devices from manufacturers like Samsung and Huawei have also grow to be capable platforms for AR apps, because of improvements in ARCore, Google’s version of Apple’s ARKit.
The Wait for a Breakthrough App
Despite the advancements in hardware and software, we’re still waiting for a breakthrough AR app that goes beyond gaming. The Pokémon Go craze of 2016 was a notable example of AR’s potential, but its true value lies in enabling people to overlay digital data onto the true world. AR has the potential to merge the physical and digital worlds, making it a game-changer for various industries.
Real-World Use Cases
Imagine with the ability to see how a settee would look in your front room before buying it online. This is a real-world use case for AR that would have significant ramifications for retail. IKEA Place, an app developed by the Swedish furniture giant, does precisely that. Although it isn’t available in New Zealand, it has gained solid traction overseas.
The New Zealand Scene
To get a greater understanding of the AR landscape in New Zealand, I spoke to Jessica Manins from Wellington’s Mixt Studio, an organization specializing in AR and VR development. According to Manins, there hasn’t been a big uptake in utilizing the potential of AR in New Zealand, except in infrastructure and promoting. However, there are promising AR firms in NZ constructing business applications, corresponding to Augview and Trimble.
Underground, within the Lab, and in Classrooms
Augview, developed using Trimble’s software, has a practical industry application: asset management. It’s getting used by utilities, construction firms, and city councils to visualise underground assets. Another Kiwi AR expert, Mark Billinghurst, believes that the long run is looking brilliant for New Zealand, with the worldwide AR market continuing to grow.
Quiver: A Home-Grown Success Story
Quiver is a 3D coloring app that permits children to combine physical coloring-in books with AR technology. Billinghurst praises Quiver for inventing the AR coloring book and developing modern uses of the technology in education, marketing, and other areas.
Augmenting Shopify
For AR to actually capture mainstream attention, it must penetrate the retail market. Recent developments from Shopify, a world e-commerce company, provide some hope. Shopify has introduced an AR "services marketplace" built on top of Apple’s iOS 12, enabling online shopping businesses to create 3D models of their products.
The Bottom Line Reality
While there’s excitement about AR in retail, there is a caveat: we still don’t understand how much impact AR could have on the underside line for retailers. IKEA has kept usage and conversion data for its app to itself, and Shopify hasn’t widely released its platform. Retailers will only need to use AR if it boosts their profits, and the technology has yet to prove itself on that front.
Conclusion
Despite the uncertainty, I’m encouraged by the innovation happening each overseas and inside New Zealand. The platform for AR is stronger than ever, because of the newest iPhones and Android devices. There are opportunities for startups to make an announcement, especially in retail, in 2019 and beyond. As the technology continues to evolve, we will expect to see more practical applications of AR in various industries, making it a reality that is here to remain.
