In recent posts, I’ve written about the need for Japan’s cell phone marketers to disrupt the market in their favor when they venture outside this country. The main reason is that the world isn’t waiting for another technologically-advanced cell phone. That said, the world is continuously hungry for technology that makes our lives more convenient.  So what could this new disruptive technology be and how might it help us?  

One possibility is “Augmented Reality” (AR), which is a blend of real world imagery layered with digitally-generated images and audio, providing a “mixed world” reality.   On a “real world” to “virtual world” continuum (proposed by Paul Milgram and Fumio Kishino) Augmented reality is closer to the Real world than the Virtual World:

——————————Mixed reality continuum———————————————

Real world→→→→→Augmented——— Augmented ←←←←←Virtual world

                                    Reality                       Virtuality

—————————————————————————————————————

AR is fast moving into the world of mobile marketing, where there are clear applications and benefits available today.  This is why it might be good for the Japanese cell phone manufacturers to capitalize on it. Good examples of this are Layar, the world’s first AR browser (please see http://www.youtube.com/watch?v=b64_16K2e08).  

That said, there are broader AR applications for marketing, advertising and entertainment, in the areas of movies, retail, television programming, web design, and product demonstrations, that make it important for us to understand.  

A. Current Uses of Augmented Reality

Here are some of the better known uses of AR:

1. Navigation

AR is particularly useful in mobile devices as a way to augment information about real world surroundings. A number of today’s smart phones have the technology that can photograph objects, employ search and “object recognition” technology to identify what is in these images and then layer in marketing information - such as video, facility overviews, availability, room rates, and user reviews – above the object to give a much more richer picture. 

AR is now possible with mobile devices largely because of increased computing power and advances in wireless broadband.

2. 3D Films

One of the first forms of Augmented Reality is 3D Movies, which are currently making a come-back. 3D movies started in the 1950’s featuring “cheesy” horror films. They are now experiencing a renaissance with the release of Disney’s “Up”, which is just one of dozens of 3D movies coming out this year. Of the new films, the most anticipated is James Cameron’s “Avatar” which is expected to be the most expensive feature ever made when it releases in December this year.  The bulk of the films using 3D are animated because these are already developed digitally and it is not a big technological leap to produce them in 2D and 3D. (With so many 3D films in the pipeline surely designer 3D glasses are not far behind!?)

3. Sporting events

Sporting events employ AR to help provide the audience with reference and keep track of the play and for advertising. For example, during the Beijing Olympic Games, AR was used to display world record lines during swimming competitions.  The National Football League (NFL) in the United States has a yellow 10 yard line to point out the distance that a team must progress in 3 plays to retain possession of the football.  The North American National Hockey League (NHL) uses a colored trail to help track the path of the hockey puck during play. Rugby and Cricket teams also use AR to display giant logos onto playing fields that are visible to television audiences.

4. Heads up displays (HUD’s)

This technology allows data to be layered on top of any transparent display to allow the viewer to both retain sight on real objects and be presented with additional information without having to change his/her usual viewpoint. While this technology was originally developed for military aircraft it is now used for civilian purposes in aircraft and automobiles. In cars they present speed, RPM’s, navigation and night vision information.

B.  The Future of Augmented Reality

AR technology is still a relatively new and expensive technology. While there is a long list of potential AR applications, these will become widely available when costs start to decrease.

Marketing, advertising and entertainment, should be among the first industries to employ AR due to its ability to enhance creativity. Some of these future applications of AR, beyond mobile, include:

1. Product and service demonstrations

Brands can employ AR to both enhance interactivity and understanding of their products and services. Further the use of AR can help position a brand as being innovative itself as BMW does with this video on AR Service: http://www.youtube.com/watch?v=qCJ19Zco0tw

2.Enhanced shopping experience – in store

Retail shops could enhance the shopping experience by allowing potential purchasers to try on virtual clothes and alter their colors in real time. This could help users narrow down choices and decide on purchases without having to enter change rooms and try on clothes. Cisco has an interesting presentation on the future of shopping that discusses this version of AR at http://www.youtube.com/watch?v=jDi0FNcaock

3. Enhanced shopper experience - online

Shoppers can use their computers and web cams to capture themselves select virtual clothing, superimpose it on themselves and view how it fits. They can also share the results with friends through social networking to help choose what they want to buy and move directly to purchase the object on line. An example of this is Zugara – please see http://www.youtube.com/watch?v=NxQZuo6pFUw

4. Outdoor video games

AR technology could allow you to participate in a real time video game that is a blend of the real world of streets and buildings with animated characters and events.

5. Augmented virtuality games

Video games will also take the “Augmented virtuality” route as seen in this X-Box video for Project Natal: www.youtube.com/watch?v=p2qlHoxPioM

6. Interactive television

Through product placement and interactive television, viewers will be able to use AR to track the item displayed on TV, find details about it including brand, sizes available, identify where to purchase it and ultimately purchase this on-line.

7. Tourist information

This could take place within a museum or outdoors at the location where an event in history actually took place. AR could immerse you in the event and give a more “realistic” idea of what took place.

C. Conclusion

Augmented reality is not the only way forward for the Japanese cell phone marketers. However, it is an emerging and potentially disruptive technology, which has potential to disrupt the mobile business. As smart phones gain more computing power and wireless broadband improves, AR advances will soon follow.

AR also has applications for marketing, advertising and entertainment in the PC, Gaming and Television arenas, so it’s important for us to keep an eye on it. This is especially true for brands that have innovation as a key part of their DNA.

Tags: 3D, AR, Augmented Reality, Augmented Virtuality, Future, Layar

This entry was posted on Wednesday, November 4th, 2009 at 11:57 am and is filed under Digital, Marketing. You can leave a response, or trackback from your own site.