Augmented Reality: Tech Cartography
While compiling all of the information for this Badge felt strenuous, most of that was because I was struggling to stay on topic. This is an amazing field, capable of creating some truly beautiful things. I inadvertently spent a day looking at YouTube videos of what augmented reality can do and where its headed. My favorite use of AR that I came across was in an article about a graphic novel. You can use you’re phone or tablet to view extra content, animations and games. Sounds like the perfect combination to me! My white paper is included below.
White Paper on current situation of Augmented Reality
Purpose:
The purpose of this white paper is to point to alternative uses and target markets for Augmented Reality technologies.
Overview:
Augmented reality is a developing technology that allows a user, with the help of a device such as a smart phone or a tablet, to enhance the world around them. These enhancements come in the form of videos, advertisements, 3D models and interactive pieces. Most often these technologies rely on the devices built-in GPS and camera. Together the two work to connect the world around the viewer with information and media from the web. Simply put, “Augmented Reality is a digital layer over the real world that you can’t see with the naked eye but you can see with the camera on your Smartphone or computer” (Dubois). Augmented reality (AR) has been an available technology for quite a few years. In 2009 Yelp began using AR to transform the way that users mapped and shared information about their surroundings through the app add-on Monocle (Bonsor 2012). Since then, this technology has taken off and is being employed primarily for marketing purposes.
Current Developments
Augmented reality technology has encouraged developments in how our devices are constructed. New types of sensors have already proven to be an important addition to phones and tablets. The gyroscope function has allowed for devices to determine directionality; a tablet knows which way it is being tilted. This addition paved the way for new options in the way content is viewed. The newest prototypes of smart phones are adding sensors that measure temperature, acceleration and even barometry (Curtis). Barometers are able to measure slight changes in pressure which indicate a change in altitude. The practical application of this is that a phone can tell which floor its user is on based on these readings. This means directions tailored specifically to a floor of a hospital, museum or airport. Sensors provide a more detailed mapping of the users experience allowing for accurate environmental feedback.
One of the major draw backs of this technology is the fact that in order to view the augmented reality the individual must be glued to their phone or tablet. The world must be seen through the lens of a camera. Google’s project glass is likely to change this. They are currently working on a pair of augmented reality glasses that could be operated with voice control and minimal user interaction. While this seems as though it might further bind the user to technology, early reports suggest that it is a freeing experience, no more fumbling with a phone (Bilton).
Further leaps have been made towards blending the augmented reality with the real world by working in 3D. Several companies including Z+F have incorporated high definition models into their augmented reality marketing. These are usually tied to an object such as flyers, business cards, or DVD covers. As the user moves around the object – watching through their camera lens- the perspective of the object shifts with their movement (Pfeifle). This gives the strong impression that the object exists in real space. Apps like Junaio are working to created editable 3D models that can be added to the user’s video from any location (Oshiro).
Current Application
Most Frequent Uses
Currently much of the interest in this field is driven by marketing. Like any brand-new technology that offers a wow factor it is an easy way to draw a crowd. While it is a niche that is finding its way off the ground expectations are high. Mobile AR marketing is expected to bring in two million this year but over seven hundred million by 2014 (Justin). Perhaps the most dangerous aspect of this marketing is Geo-targeting. This means that marketing software looks at your interests and preferences compiled from past data. Then, it tracks your movement through cities using geolocation following you with corresponding billboard ads visible specifically through your device (Dubois). As with almost any new technology there may be some privacy issues.
Alternative Uses
Aside from its primary use as a marketing tool, the technology has promoted some practical even ‘magical’ apps available for phones and tablets. One app works on breaking the language barrier by isolating words written in English and replacing them with their translated Spanish (Pogue). But it does more than translate the word, it blocks out the original text and repaints area on the phone screen. It appears when looking at the world through the phones camera-view that the sign, logo or book cover, is actually written flawlessly in Spanish.
A home improvement company decided to use augmented reality as support for their DIY videos. By downloading their app and pointing a Smartphone at any one of their products, a tutorial videos appears to guide the user through the project. (Faversham House).
A more artistic use of this technology is represented in the soon to be released book and graphic novel Anomaly. The pages of the novel when viewed through a Smartphone offer up extra content, animated imagery and interactive material (Marlowe). The alternative uses for this technology have the chance of being both useful and entertaining.
Current Audience
Currently this technology is being picked up by early adopters. The adept app user may choose the augmented version of yelp when looking for directions. However, AR thus far has been used by those that enjoy seeking out new technologies. It also has managed to attract interest from marketing firms: a spectacle attracts a crowd. Still, this technology has the potential to attract a well founded user base. While marketing is driving AR it is clear that individuals could use the technology for both practical purposes and entertainment.
Sources:
Curtis , S. (2012, May 01). Augmented reality and location services drive growth in mems. PCWorld, Retrieved from http://www.pcworld.com/businesscenter/article/254783/augmented_reality_and_location_services_drive_growth_in_mems.htm
Pogue, D. (2011). How to See the Invisible. Scientific American, 305(6), 38-39.
Marlowe, C. (2012, May 02). Brittenham and haberlin augment the reality of ‘anomaly’. DigitalMediaWire, Retrieved from http://www.dmwmedia.com/news/2012/05/02/brittenham-and-haberlin-augment-the-reality-of-anomaly
Bonsor , K. (2012). Augmented reality on cell phones. How Stuff Works, Retrieved from http://computer.howstuffworks.com/augmented-reality2.htm
Justin. (2012, February 16). The benefits of augmented reality in mobile marketing. Mobile Marketing watch, Retrieved from http://www.mobilemarketingwatch.com/the-benefits-of-augmented-reality-in-mobile-marketing-21047/
Dubois. (2012). How to use augmented reality in advertising reality in Inc.com, Retrieved from http://www.inc.com/guides/201104/how-to-use-augmented-reality-in-advertising.html
Bilton, N. (2012, April 4). Google begins testing its augmented-reality glasses. Bits, Retrieved from http://bits.blogs.nytimes.com/2012/04/04/google-begins-testing-its-augmented-reality-glasses/
Pfeifle, S. (2012, May 2). Augmented reality and speedy scanning with z f. Spar point Group, Retrieved from http://www.sparpointgroup.com/News/Vol10No20-Augmented-reality-and-speedy-scanning-with-Z F/
Oshiro, S. (2009, November 5). Ajunaio: Will editable 3d objects offer ar-based foursquare? ReadWriteStart, Retrieved from http://www.readwriteweb.com/start/2009/11/junaio-will-editable-3d-object.php
Faversham House Group. (2012, May 2). Polycell launches augmented reality app. DIY week, Retrieved from http://www.diyweek.net/news/news.asp?id=15530&title=Polycell+launches+augmented+reality+app
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