Augment Reality: A change to reality
The new concept produces such a glittering futuristic picture that no one can keep their hands away from it.
By Manish Goyal, |
Have you ever wondered that you can try your favorite new clothes from any retail shop by just sitting at home? Or have you ever thought of getting all the information related to bank processes, deposits or hotel menu cum rate card by just pointing your mobile camera?
Yes this is possible through a concept called “Augmented reality” which is creating buzz these days. Augmented reality is information superimposed on the real life objects to enhance user’s perception. Now augmented reality is being used in almost all industry sectors - entertainment, retail, games, manufacturing etc. If you are still unsure about it, just have a look at this video and see the strength of the concept.
How it works: This experience can be gained by combination of software, webcam and computer or the minicomputer which are also known as smart phones. Normally with the computer, you need to bring in 3D augmented reality printed image in front of webcam to see the effects. These printed images can be as small as dot on the paper.
You can also have the experience by just pointing your smart phone webcam to the street and see the kind of information you get.
The first phones with Google's Android operating system, which enables augmented reality, have come out. The iPhone became augmented-reality-friendly with the compass that debuted in June on the iPhone 3GS. Apple also recently joined Google in making it possible for software developers to overlay images on the phone's camera view.
Infact there has been a reality browser developed by a company called Layar. It uses mobile phone cam, GPS system and compass to identify the user’s location and retrieve the data based on geographical coordinates and overlay the data over the camera view.
Obviously the smart phones should be GPS enabled to get the information.
Advantages to the consumers of this feature:
Yes this is possible through a concept called “Augmented reality” which is creating buzz these days. Augmented reality is information superimposed on the real life objects to enhance user’s perception. Now augmented reality is being used in almost all industry sectors - entertainment, retail, games, manufacturing etc. If you are still unsure about it, just have a look at this video and see the strength of the concept.
How it works: This experience can be gained by combination of software, webcam and computer or the minicomputer which are also known as smart phones. Normally with the computer, you need to bring in 3D augmented reality printed image in front of webcam to see the effects. These printed images can be as small as dot on the paper.
You can also have the experience by just pointing your smart phone webcam to the street and see the kind of information you get.
The first phones with Google's Android operating system, which enables augmented reality, have come out. The iPhone became augmented-reality-friendly with the compass that debuted in June on the iPhone 3GS. Apple also recently joined Google in making it possible for software developers to overlay images on the phone's camera view.
Infact there has been a reality browser developed by a company called Layar. It uses mobile phone cam, GPS system and compass to identify the user’s location and retrieve the data based on geographical coordinates and overlay the data over the camera view.
ADVERTISEMENT
Obviously the smart phones should be GPS enabled to get the information.
Advantages to the consumers of this feature:
1) People visiting different locations across the globe will just point their smart phone camera to get the information while moving on the road. No need to search for the tourist office and get information.
2) People visiting the banks will not have unnecessarily spent time in the queue to get the information. Most of the information can be enabled which can be received by the consumer through their augmented reality application.
3) You can get access to hotel’s menu and rate card by just pointing the phone to the location and get the reviews and information about the hotel without even entering it.
4) You can even go for window shopping and compare the products and prices of the stores within the same location.
5) Not completely addressing the touch-feel-try experience but you can try the clothes available in various stores at your home.
6) Medical practitioners can get more knowledge through surgical operations or other treatment through this technology.
7) It has found some good usage in military with headgears enabled for the augmented reality to provide more information to the military personnel about the surroundings.
8) Helps in locating stores appropriately for the selected products or services.
As per networkworld.com "The mobile augmented reality market will reach $732 million by 2014"
Marketers are jumping on this wagon to get their share of wallet through this new concept. They are leaving no stone unturned to exploit this opportunity.
They are designing their online websites to increase the visitors and thereby the conversion on their websites. They are also investing in this initiative to bring down the cost in long term.
However, in India following challenges are thrown before this irresistible concept penetrates:
a) Not many phones have GPS system to provide location based engagement.
b) GPRS has very limited reach in India.
c) Smart phones penetration is less
d) Application downloads in India is less because of the cost and awareness factors.
e) Initial investments are high for the brands and marketers.
Still this new concept produces such a glittering futuristic picture that no one can keep their hands away from it.
(Author is with a leading consulting firm)
Download
The Economic Times Business News App for the Latest News in Business, Sensex, Stock Market Updates & More.
The Economic Times Business News App for the Latest News in Business, Sensex, Stock Market Updates & More.
Download
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
The Economic Times News App for Quarterly Results, Latest News in ITR, Business, Share Market, Live Sensex News & More.
ADVERTISEMENT
