Written by Andrey Timoshenko
The history of Augmented Reality as a technology began in the mid-20th century, when the military first began developing devices that could display additional information in the operator’s field of vision. Like many discoveries, these developments were limited to use only in the circle of research teams. Over the past 50 years, the technology of augmented reality has made a huge leap in the development and expansion in the fields of application due to its vast practical qualities.
Currently, AR is in the beginning stages of development, but thanks to the fast Internet and mobile devices, the use of augmented reality will become an integral part of our everyday life in just a few years. The potential of AR is huge, which is confirmed by the volume of investments into this sphere. Those who are the first to use this technology will get all the benefits from its use.
According to Zion Market Research, global demand for digital transformation market was valued at around USD 150.50 billion in 2015 and is expected to reach approximately USD 431.71 billion in 2021, growing at a CAGR of slightly above 19.2% between 2016 and 2021.
Where can you use AR? AR vs VR.
One of the biggest impacts AR has made in the commercial sector is in marketing and advertising. Augmented reality marketing takes the reins from virtual reality platforms to create a new, interactive consumer experience. For any brand with an e-commerce store, you should already be considering the method as part of your wider marketing strategy.
Often people confuse AR and VR reality, so knowing the difference is important.
AR is used in apps for smartphones. AR apps use your phone’s camera to show you a view of the real world in front of you, then put a layer of information, including text or images, on top of that view. Augmented reality is defined as an enhanced version of reality created by the use of technology.
VR-glasses create the full impression of immersion in another reality with high detail. When you view VR, you are viewing a completely different reality than the one in front of you. With virtual reality, you can move around and look in every direction – up, down, sideways and behind you, as if you were physically there.
Prospects for the development of AR
While VR continues to make waves in the press, AR will prove to be the bigger market in time, projected to reach approximately US $100 billion in total market worth by 2020, according to the latest market study by ABI Research, a leader in technology market research.
Prospects for the development of the AR are also confirmed by top managers of such companies as Google, Facebook, Microsoft. “The phone is probably going to be the mainstream consumer platform where a lot of these AR features become mainstream, rather than a glasses form factor that people will wear on their face”, – said Mark Zuckerberg.
The first most famous example of application AR was in sport almost 20 years ago. Have you ever watched a football game and seen the yellow line that highlights the distance between the ball and the first-down mark? Or when a tennis player challenges an “out” call and we see a line pivot toward the mark and a dark circle that marks the spot?
One of the modern examples – mobile application which introduces AR in children’s books, which reproduces tales. Thanks to the application, children can not only see the usual picture, but also record the movements of each hero.
Hotels also beginning to see the benefits of AR in promoting a guest’s true experience at its venue, when they are able to tour properties and get a 360 view of guest rooms, meeting facilities, restaurants and the pool area, which helps to sell services more qualitatively and faster. According to the ISACA research, about 70% of consumers see clear advantages when using AR and IoT devices in their everyday life and at work. 69% believed that technology could help them learn new skills, 62% saw benefits for shopping, and 62% gained health benefits.
What Can AR give to your business?
First of all it will convey the right emotion about your product and increase the time of the product interaction for the audience, thereby increase the likelihood of re-purchase of a product or service.
How can you use AR in your business?
Mobile AR is already pervasive today—with marketing, retail and gaming experiences—but more advanced mobile AR content will serve as an entry point for both consumers and enterprises for AR, as well as act as a test for whether further investment in more advanced devices is desired.
You can use AR for video content, particularly as video takes centre stage within digital marketing. Producing AR video content already places you in front of the correct people for a significant period. You can create your content without investing in a film crew. Also you can create live events: this could be through live streaming events. It can be like taking live videos of conferences, events, and concerts which allows people to have a greater incentive to view the event as it occurs.
This could be through either using VR and AR, which would help them to adapt to audiences expecting to interact with advertisements to keep their attention and to ultimately make the sale. Audience trust is the most valuable thing that a product can have and AR will give it to you like no other.
Andrey Timoshenko, CEO Live Animations