Most emerging technologies are over-hyped, with start-up CEOs, venture capitalists and the trade media usually working to create a wave of euphoria, which eventually breaks on the rocks of reality when people realize that the story doesn’t add up.
But Augmented Reality (AR) is a rare example of a technology that is, if anything, underhyped and the numerous detailed use cases, visualizations and analysis included in this report will demonstrate why.
Including detailed reviews of all the leading players and startups plus extensive analysis and deep insights this report shows why and how AR will utterly transform our interface with the web.
By enabling the ‘visual web’ AR will redefine how we interface with others and how we access digital content and services.
Most advertisers – being visual, creative people – are yet to fully appreciate just how different, and superior digital advertising will be with AR. And eCommerce, more properly viewed as vCommerce in an AR setting, will also be transformed with the arrival of holographic , artificially-intelligent sales assistants and conversational purchasing.
Meanwhile, a mature implementation of AR will result in major downsizing of traditional physical screen markets, such as tablets, PCs, TV sets and even smartwatches.
While these bold statements might seem to epitomize the sort of hype we dismissed earlier, our analysis is that – this time – the hype is justified.
You owe it to yourself to read this report to understand why.
Apple
Google
Facebook
Microsoft
Samsung
Sony
Atheer
Augment
Blippar
Layar
Magic Leap
Meta
INDE
ODG
Poklemon Go
Snapchat
ViewAR
Executive Summary5
Definition8
Market Landscape: Leading Companies10
Apple10
What we know in advance of a product announcement10
Analysis11
Facebook12
Google13
Google Glass13
AR Headset Programme14
Tango14
Contact Lens Patent15
Analysis15
Microsoft16
Overview16
Launch Application #1: Actiongram17
Launch Application #1: HoloStudio18
Launch Application #3: HoloTour19
Launch Application #5: Roboraid20
Launch Application #6: Fragments21
User Interface21
Samsung23
Sony24
Selected Start-ups26
Atheer26
Augment28
Blippar31
Layar33
Magic Leap35
Meta38
INDE40
Osterhout Design Group (ODG)41
Pokemon Go43
Snapchat44
ViewAR46
Future Applications of Augmented Reality48
Setting the Scene48
Design48
Civil Works54
Virtual Computer Interface56
Visual Web61
Virtual Advertising64
Virtual advertising: Direct response campaign - example #164
Virtual advertising: Direct response campaign - example #265
Virtual advertising: Brand advertising campaigns65
Virtual Commerce66
vCommerce: Example #166
vCommerce: Example #267
Virtual ‘People’69
Technology72
Upcoming Disruption75
Author77
Figure 1: Evolution of AR headwear |
Figure 2: Concept for how a virtual user interface could be overlaid on top of a smartwatch (courtesy: Blippar) |
Figure 3: Google Glass |
Figure 4: Microsoft HoloLens |
Figure 5: James Mackie demonstrating the Microsoft HoloLens to interface with web and other computer functions |
Figure 6: Detail of South Korean patent application by Samsung for a smart contact lens |
Figure 7: Sony SmartEyeglass |
Figure 8: Sony SmartEyeglass Attach (clip-on AR system) |
Figure 9: Image taken from Sony Patent on a ‘contact lens’ that could record video |
Figure 10: Atheer AiR Glass |
Figure 11: Atheer AiR Glass – Examples Augmentation |
Figure 12: How Augment can be used to bring a print campaign to life - Vespa scooter |
Figure 13: Example of how Augment can allow users to see a 3D model of an item in a product catalogue |
Figure 14: Augment B2B Sales App – Examples of how sales reps can use the Augment app to show how retail stands will appear in-store |
Figure 15: Example of how brands can use Blippar to add interactivity to the physical products |
Figure 16: Using the Blippar app to access the ‘visual web’ |
Figure 17: Examples of how the Layar app can be used to add digital interactivity to print media. |
Figure 18: The presence of the Layar logo makes users aware that a given print media is Layar enabled |
Figure 19: Stills from a Magic Leap technology demonstration |
Figure 20: C-3PO and R2-D2 walk through the user’s home |
Figure 21: Meta 2 – not the need for a cable connection to a nearby PC |
Figure 22: ODG R-7 |
Figure 23: ODG R-7 (Detail) – Note control buttons on the top and bottom of the frames |
Figure 24: Pokemon Go (Niantic/Nintendo/the Pokemon Company) |
Figure 25: Pokemon Go – Example Monsters (4 out of a total of about 720) |
Figure 26: Snapchat Filters |
Figure 27: Snapchat Geofilters |
Figure 28: ViewAR - User experience with app (architecture example) |
Figure 29: ViewAR - User experience with app (product and furnishings example) |
Figure 30: Caterpillar’s trial implementation of Microsoft HoloLens – Stage #1 – User Sees 3D Model of the Digger |
Figure 31: Caterpillar’s trial implementation of Microsoft HoloLens – Stage #2 – User Triggers a HoloLens Animation |
Figure 32: Caterpillar’s trial implementation of Microsoft HoloLens – Stage #3 – User can now see and ‘walk around’ the digger which is now rendered at full size |
Figure 33: Conceptual architectural design that suggested by Greg Lynn for transforming a abandoned car manufacturing plant in Detroit into a transport hub, industrial park, factory and university |
Figure 34: Architect Greg Lynn taking a ‘tour’ inside the building he has created to see what if would look like from within |
Figure 35: Example of using Autodesk CAD software with Microsoft HoloLens |
Figure 36: View of a street prior to excavation activity (Courtesy: Bentley Research) |
Figure 37: View of a street prior to excavation activity: Underground pipework revealed (Courtesy: Bentley Research) |
Figure 38: Augmented Reality Allows important operational data to be added dynamically to a working quarry |
Figure 39: Atheer AiR Glass – Examples Augmentation (courtesy Atheer). |
Figure 40: Blippar concept for how a virtual user interface could be overlaid on top of a smartwatch and magazine |
Figure 41: Apple Watch – Digital Crown |
Figure 42: Working on a spreadsheet without a physical monitor (Courtesy: Sean Ong) |
Figure 43: Inputting text without a physical keyboard |
Figure 44: Visual Web Concept (Courtesy Blippar) |
Figure 45: ViewAR - User experience with app (product and furnishings example) |
Figure 46: Hyper-real 3D model (not a real person) |
Figure 47: Hyper-real 3D model in motion (not a real person) |
Figure 48: Rendition quality of characters in Fragments (crime drama) |
Figure 49: Dramatic improvement in size, weight and performance of mobile phones |
Figure 50: Likely medium-term roadmap for AR headwear |
Figure 51: Long term: Concepts for integration of AR functionality into contact lens |
Figure 52: Blippar concept for how a virtual user interface could be overlaid on top of a smartwatch |
Figure 53: Inputting text without a physical keyboard with HoloLens (Courtesy: Sean Ong) |
Title: | Augmented Reality: High Potential |
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Pages: | 77 |
Updated: | 21 Oct 2016 |
License: | Single User |
Format: | |
Delivery: | Email and Online. |
Price: | £395 |