You may not be aware of it, but we already live in a world of mixed reality. Virtual reality, whether in gaming or providing information in real time, is common and accepted. Augmented reality is now about to find its way into our everyday lives, transforming it into a science fiction like experience. Developers are in a race to find the best new applications for AR technology. With its diversity, the possibilities are infinite.
The basics are simple: Information about the real environment can be stored on an object as an invisible information layer and retrieved by computer object recognition. This merging of the real and virtual world produces new environments and visualisations where physical and digital objects co-exist and interact in real time.
Information is read off the real object by a PC camera and projected onto a screen. The implications for Marketing and Advertising are apparent: A business card, CD, invitation or any other promotional object can contain a 3rd dimension and store much more information than is visible at first glance. The client, consumer or colleague can then retrieve that virtual information within seconds. However, in order for AR technology to be more than just a novelty gimmick in the world of marketing, one needs to go a step further.
Augmented reality can be used to improve both external and internal branding and communications. In the near future, managers will be able to imbed instructions or footnotes within the actual work site, whether in an office, or construction site. BMW, for instance, pioneered this by posting a video in 2008, showing a mechanic receiving additional 3-dimentional instructions on the engine he was repairing.
VC conferencing could become obsolete when not only can the presentation be aided with holograms and 3D designs, but the entire conference can take place in a virtual meeting room. It could also be a great way for a business to convey information to their customers. Any product could come imbedded with information on its manufacturing process, thereby increasing consumer’s trust by adding real value. Personalised product information can be brought to the customer on demand, for instance via iphone and, in the future perhaps your car windscreen or even your bionic glasses.
Streets can contain their own tourist information, complete with reviews on nearby restaurants and points of interest. One possibility is a real estate layer, where properties for sale are flagged together with relevant information such as the going price as you drag your camera over the street. IBM has already developed a new application for Wimbledon 2009. Using Augmented Reality, “Seer” works as a real-time guide and interactive map, providing users with up to the second scores.
This new dimension brings a fantastic opportunity to engage consumers in new, innovative and interactive marketing and advertising campaigns and can be used to not only enhance the existing consumer experience, but can stand on its own as a creative, interactive way to communicate in a digital world. With the affordable technology, businesses can easily translate a futuristic idea into reality, whether it’s an augmented billboard outside the premises, updating information in real time, an interactive application on the company’s website or a revolutionary “see before you buy” option in retail.
More interestingly, social networking can be brought into augmented reality. How about seeing your friends’ location on a real time map? Clearly, our everyday life is becoming increasingly like the fictional books and films we loved and wished were reality. As with every new technology, the challenge after deciding how to use it will be to decide not to use it when inappropriate.