DOCSLIB.ORG

Life on the Digital Edge: How Augmented Reality Can Enhance Customer Experience and Drive Growth

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Life on the Digital Edge: How Augmented Reality Can Enhance Customer Experience and Drive Growth Life on the digital edge: How augmented reality can enhance customer experience and drive growth Copyright © 2014 Accenture. All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Every business is a digital business. That’s because every customer is now a digital customer. Nowhere is this more evident than in the retail arena, where shoppers have used social networking and mobility to transform their purchasing experiences. In response to the rise of the digital customer, retailers are looking to leverage digital technologies to drive new levels of customer engagement and competitive advantage. One area that holds particular promise is augmented reality. 2 The (digital) natives are restless With today’s proliferation of social It’s not easy to meet the needs of networking and mobile applications, this new breed of customer. In an customers have non-stop access to “always-on” world, customers have more knowledge and more opinions the power to continually redefine than ever before. This information the retail shopping experience they is shaping their preferences for want to have. Their expectations are products and services, as well as rising—and constantly evolving. their expectations for personalized They want to be enticed and retail experiences. It is also upending engaged. They want digital content the linear buying process. That and digital options that are easily traditional path to purchase—which accessible 24/7. And they want a begins with awareness and ends seamless experience, across multiple with purchase and loyalty—has lost channels that enable them to search, its relevance for today’s customers. compare and purchase products and It is too slow, too static and too services on their terms. generic for buyers who now perpetually find themselves in a non-stop, non-linear sales channel. Digital natives are a new generation of customers, who have grown up using digital technology, e.g. mobile, from an early age. 3 Building on the digital momentum In response, many retailers are building Accenture believes one of the main A recent survey carried out by Thrive their digital selling capabilities, goals of any retailer’s digital Analytics and released by the Local including the introduction of digital investment should be to increase Search Association revealed that 81 tools, online features and social media customers’ desire for products and percent of 44- to 53-year-olds and to drive sales across multiple channels. services. And we believe there’s no 69 percent of customers older than Their actions are understandable. better way to accomplish that than 54 use their smartphones while Some are pursuing digital sales by using the technologies that shopping in stores.3 techniques because they see the customers currently own. The value that their industry peers or momentum already exists. Retail Given the proliferation of smartphone companies in other industries have customers now regularly turn to usage while shopping, the questions generated through digital action. their own devices to support their for retailers become: “How can we Others are taking more of a leadership in-store decision making. In fact, use customers’ mobile computing role. While they acknowledge the surveys showed that two-thirds of devices to engage with those risks they might be taking, these primary household shoppers with a customers in more meaningful ways?” digital leaders see an enormous smartphone have used it while and “How can we delight today’s potential in being first-to-market shopping. And nearly half (45 percent) digital customers with a differentiated with innovative digital solutions, use them frequently.1 Customers in customer experience that is noticed striving to introduce a service that the 18-29 age range are most likely and valued?” Augmented reality is attracts “buzz” and builds loyalty. to use smartphones during their one possible answer. in-store shopping trips. Importantly, Today, leaders and fast followers however, the use of smartphones alike are more inclined to see digital while shopping is not limited to solutions—along with location, younger generations.2 product pricing and assortment, and customer service—as key drivers of growth in an environment of non-linear sales. While the true effect of digital selling on profitability is not yet clear, what is clear is that digital technologies can be used to do more than facilitate the purchasing process. The true power of digital technologies lies in their ability to capture customers’ attention and enable satisfying customer experiences. By offering those experiences, retailers are more likely to build the profitable relationships digital customers crave. 4 5 Augmented reality in retail Broadly defined, augmented reality Many retailers have taken notice of • Sampling and visualizing refers to the overlaying of physical customers’ existing pain points, and products. Several fashion retailers, environments with digital content some have taken action using including Topshop, De Beers and and images to provide users an augmented reality to help create Converse are using augmented enhanced (or augmented) experience more satisfying customer experiences. reality to enable their customers of reality. From the heads-up displays to “try on” clothes, jewelry or shoes originally developed for military They are doing so in several ways: virtually. Shiseido and Burberry fighter jets (and now used widely in • Finding retail items and accessing Beauty Box stores offer similar the automotive and gaming industries) product information. Technologies augmented reality solutions for to the immersive experiences enabled are now available that make it shoppers looking for cosmetics.6 by Google Glass, augmented reality possible for grocery shoppers to These types of solutions, often applications are popping up all scan the aisles with their smartphone referred to as a “magic mirror,” over—even in retail. cameras (and potentially their help customers decide which smart glasses) to quickly identify clothes or accessories to buy Thanks to the broad adoption of products that are on sale or that without having to try them on. smartphones and mobile internet address certain requirements Augmented reality can also show devices, retailers now have an (e.g., gluten-free), tastes or other products and product variants exciting opportunity to bring product preferences (e.g., locally produced, that aren’t available in a physical labels, shop windows or catalog fair-trade certified or organic).4 store. For example, American images to life in ways never before Google’s Project Tango goes a step Apparel has launched a color- imaginable. It’s an innovative farther, offering customized 3D changing app that allows shoppers approach to reach customers— in-store maps to help mobile- to see clothing items in different especially the digital customers equipped shoppers easily find the colors.7 Volvo has launched a for whom traditional marketing specific products they are seeking. similar solution. The carmaker’s strategies no longer work. Evidence Walgreens is one of the retailers augmented reality X-ray app suggests that customers are clearly piloting the Google solution, which enables customers to view cars ready for the new approach. Accenture also offers product information through their iPad to see how they research from 2014 shows that even and promotions that seem to “pop look in different finishes, learn though 59 percent never have had out” of the shelves as customers about different features, and even the chance to try augmented reality, navigate to their desired product.5 go for a test ride. The solution also only 30 percent are unsure of how Other augmented reality solutions offers a “shoppable window” with it works. On top of that, only 23 enable shoppers to receive additional special glass that allows customers percent do not find it useful. personalized information, to browse goods for sale while the recommendations, recipes and store is closed.8 Customers are experiencing a reviews when they scan specific number of key shopping challenges, products with their mobile devices. which they preferably would like to solve from home. Augmented reality is an emerging technology that superimposes computer-generated images and content onto real-world environments, thereby enhancing a user’s perception of reality by combining physical and virtual elements. 6 Accenture’s 2014 Augmented Reality Survey was performed in September 2014 with 400 US respondents. 7 Importantly, customers can use this • Browsing and buying. Yihaodian, • Post-purchase support. variant of augmented reality to a leading Chinese e-commerce Augmented reality can also be sample products without visiting a grocer, launched 1,000 virtual used for truly functional purposes, physical store. Digital creative studio stores overnight to compete such as helping users understand Holition works with a number of against its brick-and-mortar rivals. how to use a product. For example, high-end retailers to make it Located in “blank city spaces” Audi has created a virtual manual possible for shoppers to “try on” across China (and sometimes right that provides the owner instant luxury accessories such as jewelry in the parking lots of their main information about everything and watches while sitting in front competitors), these augmented from the location of the coolant of their computer screens.9 And reality experiences allow customers reservoir to what that button on Swedish home furnishings company to walk around in the virtual stores the dash really does.12 Similar IKEA has, together with Accenture and order 1,000 different products, solutions from other retailers and other allies, developed an which are later delivered directly showcase how customers can innovative way for its customers to to their homes.11 assemble their products or install view products in their own homes their dsl/broadband, stereo or TV (see sidebar). This means customers equipment at home. are able to determine whether the IKEA product matches their requirements in terms of style, color and size—all from the comfort of Augmented reality is still in its infancy their homes.
Load more

Recommended publications
  • On-The-Fly Dense 3D Surface Reconstruction for Geometry-Aware Augmented Reality
    On-the-fly Dense 3D Surface Reconstruction for Geometry-Aware Augmented Reality by Long Chen Faculty of Science & Technology Bournemouth University Supervised by Prof. Wen Tang, Prof. Nigel W. John and Prof. Jian J. Zhang A thesis submitted in partial fulfilment of the requirements of Bournemouth University for the degree of Doctor of Philosophy Oct. 2018 Copyright Statement This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with its author and due acknowledgement must always be made of the use of any material contained in, or derived from, this thesis. Abstract Augmented Reality (AR) is an emerging technology that makes seamless connections between virtual space and the real world by superimposing computer-generated information onto the real-world environment. AR can provide additional information in a more intuitive and natural way than any other information-delivery method that a human has ever in- vented. Camera tracking is the enabling technology for AR and has been well studied for the last few decades. Apart from the tracking problems, sensing and perception of the surrounding environment are also very im- portant and challenging problems. Although there are existing hardware solutions such as Microsoft Kinect and HoloLens that can sense and build the environmental structure, they are either too bulky or too expensive for AR. In this thesis, the challenging real-time dense 3D surface reconstruction technologies are studied and reformulated for the reinvention of basic position-aware AR towards geometry-aware and the outlook of context- aware AR.
    [Show full text]
  • Rockbridge Report Thursday, April 7, 2016 Rockbridgereport.Wlu.Edu
    Villanova Wildcats win CEOs band together in NCAA National North Carolina against Championship | 8 transgender law | 4 ROCKBRIDGE REPORT Thursday, April 7, 2016 rockbridgereport.wlu.edu What’s Inside Refugees find a home in Rockbridge Anita Filson appointed Rockbridge County’s Refugee Working Group started gathering volunteers, clothes and furniture months before the new judge of Rockbridge County Circuit Court. Congolese family of eight arived in March. See page 2 By John Tompkins Rockbridge Area Health After lengthy flight delays and Center expands space temporarily losing all of their bag- gage, the Msimbwas, a family of and services. eight Congolese refugees, finally See page 3 arrived in town March 11. Their arrival is the culmination of efforts by the Refugee Working Group, an Donald Trump backtracks interfaith coalition that is working to resettle refugees in Rockbridge to appeal to women County. voters after abortion “I’m very happy, it’s a very pleas- comments. ing atmosphere,” said Fahizi See page 4 Msimbwa, the family’s father. “I’m especially happy with the peo- ple who already showed me the school. Everyone’s very welcom- Broadband high-speed i n g .” internet to become Eighty local residents welcomed a reality for BARC their new neighbors at an in- customers. formational meeting at Lylburn Downing Middle School a few See page 5 days after their arrival. “The meeting last night was to learn a little bit about what has With the help of the Refugee Working Group, the Msimbwa family is getting acclimated to life in Lexington. Local residents welcomed their new neighbors at New practice fields an informational meeting at Lylburn Downing Middle School on March 15.
    [Show full text]
  • Apple Strategy Teardown
    Apple Strategy Teardown The maverick of personal computing is looking for its next big thing in spaces like healthcare, AR, and autonomous cars, all while keeping its lead in consumer hardware. With an uphill battle in AI, slowing growth in smartphones, and its fingers in so many pies, can Apple reinvent itself for a third time? In many ways, Apple remains a company made in the image of Steve Jobs: iconoclastic and fiercely product focused. But today, Apple is at a crossroads. Under CEO Tim Cook, Apple’s ability to seize on emerging technology raises many new questions. Primarily, what’s next for Apple? Looking for the next wave, Apple is clearly expanding into augmented reality and wearables with the Apple Watch AirPods wireless headphones. Though delayed, Apple’s HomePod speaker system is poised to expand Siri’s footprint into the home and serve as a competitor to Amazon’s blockbuster Echo device and accompanying virtual assistant Alexa. But the next “big one” — a success and growth driver on the scale of the iPhone — has not yet been determined. Will it be augmented reality, healthcare, wearables? Or something else entirely? Apple is famously secretive, and a cloud of hearsay and gossip surrounds the company’s every move. Apple is believed to be working on augmented reality headsets, connected car software, transformative healthcare devices and apps, as well as smart home tech, and new machine learning applications. We dug through Apple’s trove of patents, acquisitions, earnings calls, recent product releases, and organizational structure for concrete hints at how the company will approach its next self-reinvention.
    [Show full text]
  • In Darwin's Garden: an Evolutionary Exploration of Augmented Reality In
    In Darwin’s Garden: an evolutionary exploration of augmented reality in practice Item Type Book chapter Authors Summers, Alan Citation Summers, A. (2020). ‘In Darwin’s Garden: an evolutionary exploration of augmented reality in practice, In Earnshaw, R., Liggett, S., Excell, P., Thalmann, D. (Eds). Technology, Design and the Arts - Challenges and Opportunities. Springer International Publishing Publisher Springer International Publishing Rights Attribution-NonCommercial-NoDerivatives 4.0 International Download date 28/09/2021 19:30:23 Item License http://creativecommons.org/licenses/by/4.0/ Link to Item http://hdl.handle.net/10034/623088 Chapter x In Darwin’s Garden: an evolutionary exploration of augmented reality in practice Alan Summers University of Chester [email protected] Abstract This chapter discusses the rapid developments in augmented reality and mixed reality technologies, from a practitioner’s perspective of making the augmented reality sculptural work In Darwin’s Garden. From its conception in 2012, to its exhibition at Carbon Meets Silicon II in 2017, the advances in augmented reality technology led to an interplay between the goal of the creators and the technological realisation of that vision. The art, design and technology involved, generated a reactive process that was mired in external influences as the accessibility to augmented reality became commercially valuable and subsequently restricted. This chapter will be of interest to anyone who wants to understand more about the possibilities, technologies and processes involved in realising mixed reality practice and about the commercial culture that supports it. Keywords: Augmented reality • Sculpture • Extended realities • Transmediation • Embodiment • Virtuality x.1 Introduction The artwork In Darwin’s Garden was developed by the artist Chris Meigh-Andrews with the collaboration and assistance of Rowan Blaik, Head gardener at Down House, and the author, a design educator and researcher at the University of Chester, UK.
    [Show full text]
  • Music's Augmented Future
    thereport ISSUE 410 | 17 OCTOBER 2017 Music’s augmented future 1 ISSUE 410 17.10.17 COVERAR SPECIAL FEATURE PART 1 AR you experienced? he first thing to understand about Cycle report alongside technologies like Kingston; in the years since there have been particularly around its potential to become augmented reality (AR) technology microblogging, social networking platforms a steady stream of experiments around music truly mainstream. There are several reasons is that while it may be a hot trend of and 3D printing. and AR. You can read about some of them for this, starting with 2016’s big app craze: 2017, it’s certainly not a new trend. 2008 was also the year when Apple and later in this issue. Pokémon Go (pictured). TSci-fi author William Gibson was writing Google launched their first app stores for In the years after 2008, many of these While catching virtual beasties in real- about the idea of augmenting humans’ vision smartphones, with startups like Layar and campaigns have, with hindsight (and often world locations also seemed gimmicky at first with digital content in 1994, although arguably Metaio early to experiment with “browser” even at the time) seemed like gimmicks; – the mobile game raced to $500m of revenue head-up displays (HUDs) in aircraft were the apps that overlaid information onto the good for getting a few headlines when they and then $1bn. Even in April 2017, there were first example of AR decades before that. phone’s camera feed. launched, then quickly forgotten with no still 65m active players globally, and for many report AR as we understand it in 2017 has been By 2009, Music Ally was writing about AR obvious impact on sales or fan engagement.
    [Show full text]
  • It Spot Issue
    [ Spot❘2016-06 ] 2016 ICT Spot Issue Ⅰ. 브렉시트 선언과 ICT산업 영향 Ⅱ. 스마트폰 카메라의 진화, 3D카메라 <CP Issue> IMS2016을 통해 살펴보는 전파기술의 최신 동향 목 차 ICT SPOT ISSUE 2016-06 Ⅰ. 브렉시트 선언과 ICT산업 영향 ································· 1 1. Brexit 발표 후 경제 지표 변화 ································································· 2 2. 미국 금융위기 사례를 통한 Brexit 영향 검토 ··········································· 5 3. Brexit의 ICT산업 파급효과 ········································································· 6 4. 정책적 시사점 ··························································································· 11 Ⅱ. 스마트폰 카메라의 진화, 3D카메라 ························ 12 1. 3D로 진화하는 스마트폰 카메라 ··························································· 13 2. 스마트폰용 3D 카메라 기술 개요 및 개발 동향 ···································· 15 3. 맺음말 ······································································································· 23 <CP Issue> IMS2016을 통해 살펴보는 전파기술의 최신 동향 1. IMS2016 개요 ························································································ 26 2. 이동전화: 탄생과 소멸 ············································································· 31 3. mm-Wave: 미래로 연결되는 관문 ·························································· 35 4. GaN: 고전력 반도체 혁신 ······································································ 41 5. 패러다임 이동: SW기반 플랫폼 ······························································· 47 6. 시사점과 제언 ···························································································
    [Show full text]
  • QR Codes & Augmented Reality for Mobile Library Users
    Portland State University PDXScholar Online Northwest Online Northwest 2011 Feb 11th, 3:00 PM - 4:00 PM QR Codes & Augmented Reality for Mobile Library Users Robin Ashford George Fox University Follow this and additional works at: https://pdxscholar.library.pdx.edu/onlinenorthwest Let us know how access to this document benefits ou.y Ashford, Robin, "QR Codes & Augmented Reality for Mobile Library Users" (2011). Online Northwest. 22. https://pdxscholar.library.pdx.edu/onlinenorthwest/2011/Presentations/22 This Presentation is brought to you for free and open access. It has been accepted for inclusion in Online Northwest by an authorized administrator of PDXScholar. Please contact us if we can make this document more accessible: [email protected]. QR Codes & Augmented Reality For Mobile Library Users Robin M. Ashford, MSLIS Handheld Librarian IV, February 23, 2011 Why Focus On Mobile Users? http://www.youtube.com/watch?v=6mCkbrYKQyI QR Codes - Overview • What are QR codes - How do they work • QR codes in libraries • Generating QR codes & tracking • Creating digital profiles • Proprietary codes and code readers • Successful QR code campaigns - creativity • QR code challenges & the future What are QR (Quick Response) Codes? • A QR code is a matrix barcode readable by smartphones & mobile devices with cameras (incl new iPod Touch) • Typically seen as white squares with black geometric shapes • Information such as text, a URL or other data can be easily encoded using a QR Code generator • Users point their device, scan, and are quickly taken
    [Show full text]
  • Purchase Intent Predicts Stock Performance
    Purchase Intent Predicts Stock Performance LikeFolio Purchase Intent Strategies Performance Report EDITION: APRIL 2018 TABLE OF CONTENTS LIKEFOLIO OVERVIEW ........................................................................................................... 1 PURCHASE INTENT (PI) METRIC & SIGNAL CALCULATION .................................................... 2 Purchase Intent (PI) Metric Definition & Examples ........................................................................ 2 Purchase Intent Signal Calculation .................................................................................................. 3 TRADING STRATEGIES UTILIZING LIKEFOLIO PI SIGNAL ....................................................... 4 Earnings Trading Strategy ................................................................................................................ 5 Active Trading Strategies ................................................................................................................. 6 Portfolio Strategy – Top-8 Long vs Bottom-8 Short ..................................................................... 12 Combined Portfolio ......................................................................................................................... 13 SUMMARY .......................................................................................................................... 15 CONTACT INFORMATION .................................................................................................... 16 LEGAL DISCLAIMERS..........................................................................................................
    [Show full text]
  • Geographical Visualization Within Augmented Reality Using Visualization of Geographical Data Through Augmented Reality to Locate Nearby City Services
    DEGREE PROJECT IN COMPUTER SCIENCE AND ENGINEERING, SECOND CYCLE, 30 CREDITS STOCKHOLM, SWEDEN 2018 Geographical Visualization Within Augmented Reality Using visualization of geographical data through augmented reality to locate nearby city services MATTIAS LARSSON KTH ROYAL INSTITUTE OF TECHNOLOGY SCHOOL OF ELECTRICAL ENGINEERING AND COMPUTER SCIENCE 2 Geographical Visualization Within Augmented Reality Using visualization of geographical data through augmented reality to locate nearby city services MATTIAS LARSSON Master in Computer Science Date: May 30, 2018 Supervisor: Håkan Lane (KTH), Thomas Stjerne (Norconsult Astando) Examiner: Elena Troubitsyna Swedish title: Tillämpning av augmented reality på geografisk data för att förbättra stadens verksamhet School of Electrical Engineering and Computer Science Abstract Augmented Reality is today one of the most popular upcoming technologies most commonly known for its use within games and advertising. The technology is also used in other less known fields such as task support, navigation and sightseeing but still has additional usages to be discovered. This thesis investigates how Augmented Reality can be used to improve locating city services such as public toilets by visualizing data with the technology instead of more traditional 2D means. To establish a basis on how known Augmented Reality is compared to other visualization methods, a quantitative form was set up and answered by 105 persons. A qualitative study was also conducted that included an experiment with ten users, they were interviewed separately and their answers were recorded when they interacted with the Augmented Reality prototype using a think-aloud approach. The experiment was set up to gain more in-depth knowledge about how users experience using an Augmented Reality product to find nearby objects.
    [Show full text]
  • "Print &” Augmented Reality Guide
    "Print &” Augmented Reality Guide Terminology: - junaio: the Augmented Reality (AR) Browser Application powered by metaio - channel: the individual experience section within the junaio App - scanning: using the camera to frame objects (QR Code, images) to trigger experiences - tracking: occurs after scanning, when the camera locks on to an image and prompts the AR experience - QR (Quick Response) Code: black and white tiled square used to access a channel 1. Setting up junaio on an iOS or Android Device: - Go to iTunes App Store or Google Play and search for “junaio”. - Download the free app to your device. - Once downloaded, open junaio; a quick tutorial will follow. - Next, the Home channel will open in camera view mode. junaio logo: 2. Getting to the Sappi Channel: - Tap the “SCAN” button in the top right corner. - Hover the camera over the QR Code provided on the Numbers Experience page (p. 15). - This will bring you to the Sappi Channel. You will see the Sappi blue “S” on the top bar immediate to the left of junaio; you should see this “S” throughout the Numbers Experience, signifying you are in the right channel. - You can also access the Sappi Channel by touching the magnifying glass search button in the upper left corner and searching for “Sappi”. - Let the channel load completely (refer to the loading bar at the top). Sappi Channel QR Code: Sappi Channel Icon: 1 3. Numbers Experience in Sappi Channel: - Make sure the Numbers Experience page is unfolded completely and lying as flat as possible on a table. - The page should be facing you right side up.
    [Show full text]
  • An Examination of Home Internet and Mobile Device Use in the U.S. Interdisciplinary Journal of Information, Knowledge, and Management, 9, 1-18
    Interdisciplinary Journal of Information, Knowledge, and Management Volume 9, 2014 Cite as: Morgan, J., & Ravindran, S. (2014). An examination of home internet and mobile device use in the U.S. Interdisciplinary Journal of Information, Knowledge, and Management, 9, 1-18. Retrieved from http://www.ijikm.org/Volume9/IJIKMv9p001-018Morgan0472 An Examination of Home Internet and Mobile Device Use in the U.S. James Morgan and Sury Ravindran The W. A. Franke College of Business, Northern Arizona University, Flagstaff, AZ, USA [email protected] [email protected] Abstract It is important to understand the determinants of the extent and types of activities performed by home Internet users and by mobile device users, as well as the interactions between these modes of usage. Few studies have looked at the interactions between these two channels of digital com- munication. While most prior research has been based upon surveys of attitudes toward and inten- tions to use a technology (and lack a final link to actual usage), in this study, the extent of actual home Internet use, mobile device use, and the simultaneity between these modes of usage are ex- amined. We find that, overall, mobile device use is enhanced by home Internet use, while the two act as substitutes in the case of advanced and sensitive applications. Keywords: internet use, mobile device use, mobile devices, home internet Introduction Expansion in the extent of home Internet use and the types of activities performed online is a very important social and economic phenomenon. More recently, mobile devices capable of accom- modating many of these same activities have become widely available.
    [Show full text]
  • Augmented Reality Whitepaper
    Augmented reality - Taking presentations to the next level Abstract Augmented Reality (AR) is currently a major buzzword, with commentators claiming it has crossed the Rogers curve chasm from innovators to early adopters. It’s time to plan for maximising marketing benefits through early adoption and being among the first to put AR in front of your customers. Current Situation Staid “PowerPoint” slide-by-slide presentations now have little impact. Videos or animations provide some stimulation to Healthcare Professionals (HCPs), but to really engage, a new hook is needed. AR may be the mechanism for re-energising HCP interactions. Augmented Reality adds virtual objects to the real world, distinct from Virtual Reality where the user is fully immersed in an imaginary world and functionally isolated from the real environment. Augmented Reality lets you see the real world, just with additions which are not really there. Think of it as an imaginary friend for grownups. DIGITAL IS THE WORD OF THE DECADE 2020 “AR may be the mechanism for re-energising HCP interactions.” - James Harper, twentyeightb Augmented Reality is expected to have 1 billion users Hardware is already being shipped by Microsoft (Hololens). Other companies such as Magic Leap, Meta and MicroVision have products due and Apple has purchased Metaio. It’s a growing sector with serious players spending significant sums. However, current equipment is limited and a major challenge with head-mounted Augmented Reality is the difficulty in seeing the real world while using the display. “There will always be new ways to create visualisations and achieve the “wow” factor which provides that degree of competitive edge.” - James Harper, twentyeightb Head mounted displays can very easily block critical aspects of a user’s field of view or cause the eye to move and refocus on an indirectly mounted screen.
    [Show full text]