The best of Augmented Reality (AR)

Laurence Cornwall-Watkins, 07 Jul 2010

I've loved what Augmented Reality can do from the moment I saw the BMW Z3 speeding across my desk last year. The very idea that things can exist before my eyes that don't truly exist, for me, is as close to Harry Potter's world as I am likely to get.

Even though the technology has been around a while there haven't been many truly useful applications found for it so far and I believe this technology has been limited by three factors:

* Use for it
* Technology support
* Adoption by clients

Uses for it – there are so many applications for AR that have yet to be realised and I believe that with the mobile support it now has, this will become a new way of viewing data. It will become the conduit by which we view our real world through a digital AR layer, blurring the lines between them.

Technology support – smart phones have 27% of the UK market and is predicted to grow by 33% year on year. As users become used to mobile digital engagement though their phone, digital displays, digital point of sale etc there will be more of an expectation of virtual interaction to access/filter/control share their experiences instantly.

Adoption by clients – as you will see from the links below application of the technology varies greatly. I think this is going to improve as agencies embrace AR and realise themselves that  it's not difficult. Currently it looks too expensive so we aren't talking to you about it, but we should be saying "well this is just perfect for AR and I can see a great ROI”.

I believe that this is the future of digital data consumption.

That the next generation will view data from this “layer over reality” and it will support them:
* to buy a sandwich showing them ingredients/person that made it, how they rated it last time and what their friends thought of it, all displayed through a digital watermark or RFID in the packaging
* to crowd sourcing designs for a new electric car through AR collectives across the globe

So lets get involved!

1. Brilliant use of tilt control to walk through levels on this game levelHead
2. One of the first interactive magazine covers for Popular Science just think of your annual report
3. Interacting AR TOPPS cards the possibilities are endless
4. Want something more than just a boring business card, here is the next generation
5. Sound combined with AR on a drum kit, I could lose hours of my life playing this
6. The best example of an AR business application for Priority Mail
7. The arguments stop here with an old but excellent idea for IKEA build instructions
8. If it's AR and smart phones your interested in there is a great list of apps here
9. Great artwork makes this a roaring success for Night At A Museum 2
10. and finally my favourite for it's sheer genius using so many forms of interaction, real and digital, the Augmented Shadow

So if your agency isn't offering you solutions that include AR or you have any questions on what it can do for you please don't hesitate to contact me.

Many thanks,

Laurence Cornwall-Watkins

t: 01202 669090
e: laurence.cw@brightbluedaydigital.co.uk
tw: @laurence_cw

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