Augmented reality(AR) is a technology that is different Virtual reality
in that it does not attempt to replace or simulate reality, but rather enhances
it by adding information – such as displaying prices when you look at a
product. However, there is a huge gap between the practicality of current mobile
AR apps and what's shown in marketing-driven or concept videos. For example, World
Lens. The truth is, Mobile augmented
reality is very overhyped and not ready for prime time. There are issues and
limitations of mobile AR -- processing power, battery life, development
fragmentation (iOS/Android) and so on.
AR is an increasingly popular technology for smartphone apps. A recent
report says that, Augmented reality mobile apps market is expected to generate
$300m revenue in 2013, with companies and retailers are keen to use augmented
reality in the apps. The report further says
that more than 2.5 billion AR apps will be downloaded to smartphones and
tablets each year to 2017, with games accounting for the largest share of
downloads. It is also expected that games will account for the largest share
out of the total AR apps downloaded, though the traditional pay-per-download
payment model would continue to account for the largest share of revenues.
AR is increasingly being deployed in prototype wearable devices, with
Google Glass the most high-profile innovation. It is a technology ideally
suited to smartphone apps. The report says many retailers now perceive AR as a
key means of increasing engagement with consumers, both as a means of providing
additional product information or in the form of branded virtual games and
activities. But there are many barriers to growth.Lack of consumer awareness of the technology remains a key hurdle, as
are the technological limitations of AR-enablers such as the phone camera, GPS,
digital compasses. These limitations mean that in many case the AR experience
is failing to live up to consumer expectations.
The report says that even some higher-end smartphone cameras lack
sufficient sensitivity to trigger an AR experience unless light conditions were
optimal. Furthermore, the need to recalibrate digital compasses – allied to
poor GPS functionality, particularly indoors – means that under certain
circumstances the level of location accuracy is not be sufficient for many
potential corporate applications. As a result, the report states that
enterprise adoption would be limited in the medium term.Key hurdles in the growth could be lack of consumer awareness while
technological limitations of AR-enablers such as the phone camera, GPS, digital
compasses and markerless tracking leads to AR failing to live up to consumer
expectations.
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