Introduction to Mobile Augmented Reality
The world of mobile augmented reality (AR) is rapidly expanding, with big brands beginning to experiment with AR features in their very own apps and partnering with startups. However, despite the progress, there’s a way that much work stays to be done to take the technology beyond early adopters.
The Name Game
One of the main issues with mobile AR is its name. "Augmented reality? What does that mean to the general public?" asked Nick Brown, chief executive of AR technology provider Crossplatform. This confusion highlights the necessity for a shift in the best way people take into consideration AR. As Layar’s AR strategist King Yiu Chu suggested, "Augmented reality will not be a technology: it’s a part of on a regular basis life." It might be embedded in various points of our every day lives, making it a seamless experience.
Case Studies and Applications
There have been several interesting AR apps and marketing campaigns showcased recently. Agency Acrossair demonstrated its work on apps for Condé Nast Traveller, UEFA, and Stella Artois, while Somo showed its Le Mans app for Audi, which allows people to drive virtual cars around their desks. Layar’s Chu also presented an urban treasure hunt to advertise the Splinter Cell console game, highlighting the potential for using AR for historical and artistic purposes.
The Future of Mobile AR
Qualcomm, which is investing in a software development kit for AR applications, suggested that gaming, visual search, and instructional how-to applications might be hotbeds of augmented experiments. Andy Gstoll, chief marketing officer at Wikitude, emphasized the importance of making good use cases, stating that it is not concerning the technology itself, but about what we do with it. Event chairman Ken Blakeslee predicted that video eyewear from corporations like Vuzix and Innovega will turn out to be more popular, freeing mobile AR from being limited to smartphone screens.
Challenges and Opportunities
One issue raised is whether or not there’s a long-term future for AR browsers like Layar, Wikitude, and Metaio’s Junaio, if this type of technology becomes integrated into default browsers from Google, Apple, and other handset corporations. Layar’s Chu admitted that they’re finding a brand new business model on account of the threat of normal browsers. Wikitude’s Gstoll suggested that startups like his company could also be acquisition targets if handset firms are serious about making augmented reality an ordinary feature on their smartphones.
Conclusion
Mobile augmented reality technology is improving rapidly, with startups like String Labs unveiling latest platforms to simplify the event of AR apps. While there’s buzz around mobile AR, it stays to be seen whether the efforts to court brands and agencies will translate into wider awareness and interest from mobile users. As event chairman Ken Blakeslee said, "Big brands are experimenting and doing vital things. It’s early days yet, though." The way forward for mobile AR looks promising, but only time will tell if it’ll turn out to be a mainstream phenomenon.
