AR and VR technologies
Mobile App Development
Mobile Application Development
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Augmented Reality In Business: How AR May Change The Way We Work
Layering a
digital medium over our daily lives used to feel like fiction. We’ve seen cool
concepts in movies like Blade Runner, Her and Source
Code. With our smartphones becoming increasingly vital in a digital modern
age (there were 2.5 billion smartphone users worldwide last year and that
number is projected to rise to 2.87 billion by 2020, according to Statista), augmented reality (AR) is more than just a
possibility — it’s likely to change the way we work.
In my career,
I have worked with many different forms of virtual reality (VR) technology but
have also had a large foothold with client projects in AR, for theme parks,
magazines, toy products and the military. When the technology was first
emerging, I used marker points, but now with advancements in marker-less
technology I have begun to experiment in that field.
Technology has
always revolutionized the way we work and live; consider computers, phones,
washing machines and more. They allow us to lead easier and more efficient
lives, and augmented reality is the next step in that journey. Having watched
this space closely, here are five ways businesses today are applying AR:
Retail
Retailers are
prioritizing customer experience and digital. With this blurring of the lines
between digital and physical shopping, augmented reality will allow businesses
to bridge the gap and introduce new and improved ways for customers to shop.
Example: Introducing AR in digital
clothing stores could enable users to see the item of clothing in a 3D format.
Industrial
Applications
Introducing AR
to industrial markets will likely change how many jobs are performed.
Technicians in the field will be able to receive live support from remote
staff, who can indicate markings, point out issues, superimpose models over
items like vehicle engines and the like, and more. It removes the grunt and the
guesswork from manual work and streamlines processes.
Example: NASA used Microsoft’s HoloLens to aid in
constructing its new spacecraft, using mixed reality applications to remove the
need for manuals and complex instructions.
Design &
Creative
Industries in
the design and creative spaces will likely be some of the markets most
positively impacted by the introduction of augmented reality. AR companies like
Augment are already using the technology to help businesses. Developing apps
that give companies the ability to superimpose 3D models into physical spaces
will allow them to deliver stronger sales and marketing material. Artists and
CAD (computer-aided design) modelers will also benefit from AR, as it gives
them the means to render products and other assets in a 3D space for easier
workflow and presentation.
Example: A manufacturing company could
introduce AR for its product designers, who will be able to quickly iterate on
designs and model them in a 3D space.
Training
How does a
company train staff efficiently and apply the same training across locations,
especially if it’s a large franchise? What about complex applications, such as
in the medical field? CAE Healthcare is integrating Microsoft’s HoloLens into
its training programs, allowing physicians to practice complex medical
procedures in a 3D environment. AR allows companies to develop training that’s
consistent for each employee and enables the employee to develop competence and
confidence in their role.
Example: A company could develop an AR
application to onboard employees, training them quickly with minimal risk to
the employee or to workplace operations.
Customer
Experiences
Modern
audiences adapt to new technologies quickly; 4.2 billion people were reported as active
internet users in 2018, and by 2020, the installed base of internet-of-things
devices is forecast to grow to almost 31 billion. AR will be the next step, as
companies develop new ways to apply it. One such way can be seen with Magic Leap’s Cheddar app, which enables Cheddar’s
headline news networks to deliver live video feeds into a 3D space for users,
who are able to place those anywhere in their surroundings. Businesses that
apply augmented reality to their products gain direct visual engagement with
their audiences.
Example: Social media platforms could extend
their reach into augmented reality, allowing users to interact in a 3D
environment without being physically connected.
For businesses
looking to adopt AR technology, whether internally in your business or
externally to clients, I’d like to offer two primary takeaways:
When adopting
AR internally: Utilizing
AR as a tool for your business is a learning process, but it is one based in
understanding that you’re adding to the “real” world. You have the ability to
shrink mountains to fit in a room, have airplanes float above desks and rip
products apart without physically seeing them.
But your team
always wants more from the experience, and showing a 3D object isn’t enough.
Don’t just focus on functionality; think of ways to add visual flair for the
“wow” factor. Consider how Snapchat scans facial features in order to overlay
various special effects on users’ mobile devices. This is the type of flair
that users love.
When adopting
AR externally: Clients
get excited the more their AR usage is highlighted on social media and in
studies. If you’re creating an AR app or incorporating the technology into your
current offering, always think about how to appeal to your audience and allow
them to share the experience in a meaningful way. Highlight use cases of
customers changing their world experience and altering reality with your products
and services.
Planning how a
client can share their experience using social media is a game changer, and
making it easy for users to do so is crucially important. When they can share
snapshots of their augmented experience, such as hairstyle changes or
interacting with dragons, you attract new customers who want to try it, too.
The “You have
to try this!” reaction is key for any AR (or XR experience in general). When
thinking about this internally or externally, you cannot skip a single
step — from concept and execution to excitement and experience sharing.
Augmented
reality has countless applications for businesses. It will be interesting to
see how AR develops over the next five years and how businesses continue to
integrate the technology.
Originally
published at www.forbes.com
