Seminar paper

Augmented Reality

Technology Overview Augmented Reality (AR) has been in development for a while with some apps utilizing a very

basic version of it. Many people have seen this in Pokemon Go. The app, while using a cell

phone’s camera, can produce a Pokemon character where ever you face your camera such as

your living room. The idea is relatively simple but has yet to take off to its full potential in every-

day use. “The basic idea of augmented reality is to superimpose graphics, audio and other

sensory enhancements over a real-world environment in real time.” (Bonsor, 2010). The idea that

graphics and audio can be combined with real-world visuals can produce endless possibilities.

While on phones, AR can layer a graphic over an image, the technology can advance way past

that to include more accurate geo-location data, more immersive experience, and improved

visuals. These benefits will likely force the technology advancement past cell phones once user

adoption has taken place. Currently, there are AR glasses being developed which can immerse

the user even more and allow their vision to act as the display rather than the camera of a

cellphone. But how do these glasses work in comparison to phones? “We have these partially

transparent displays that mix digital images with the real world. Light rays need to bounce off

something to redirect into your eye. From the real world, we are already getting redirected rays.

From the digital world, we need to create artificial light (e.g. from LEDs, OLEDs) and then

redirect them. The optical device that combines this generated computer image with the real

world is called a "combiner." Essentially, a combiner works like a partial mirror that redirects the

display light and selectively lets light in through from the real world” (Yip, 2017). In simpler

terms, this technology will redirect visuals off the lenses of the glasses to present an augmented

version of what you are seeing. Currently this technology has yet to crack widescale population

but many companies such as IKEA and Lowe’s are adopting it to showcase their products. “AR

is poised to become more prevalent in 2018, and some experts think the tech will reach wide-

spread market use by as early as 2020” (D’Angelo, 2018).

Relevance/Impact The relevance is massive for AR. It currently seems that everyone is constantly using some form

of technology and the next step is to incorporate that into reality. The easiest example to look at

is Pokemon Go. It took a video game concept, a cell phone app and applied AR which got users

talking about AR. The relevance is taking every day chores or occurrences and putting a unique

spin on it. Companies can use AR to showcase their products, put you in the seat of that brand-

new Jaguar, even help you decide which color of paint you want for your room. AR glasses will

allow you to view your normal life with the ability for additional information. Glasses that point

out and direct you to the nearest Starbucks via projected turn by turn directions. Or AR glasses

that can zoom and enhance road signs to make travel even easier. An AR headset could

eventually take the phone out of our hand and render Siri useless. Since AR is augmenting

reality, the integration into everyday life could be a very logical step in the information heavy

world we live in. As of now, the next logical step is commercialization which has already began

but has yet to hit the everyday user. Once it does, the adoption will increase and AR glasses will

become commonplace allowing much more immersive experiences to take place. It will begin

with creative games and mobile adoption.

Marketing and Economic Implications Once AR is further developed, many industries will flock to its potential. “Augmented Reality

allows companies to provide their customers added value (in the form of authentic experience),

which creates and preserves the emotional connection between customers, products and

company” (Kiryakova et. al, 2018). Car companies will allow customers to visualize what their

day is like driving that new car which will form a stronger connection than the car they can’t

visualize. Museums and galleries can use AR to enrich learning and viewing experiences with

AR. Even advertising companies will one-day render advertisements in an augmented world.

These will only occur once the mobile devices (where AR has gained its initial foothold) is

proven to be successful. This mobile state will allow for the much-needed research and

development to occur and improve the reach and eventually margins to make AR even more

profitable. The marketing of this technology (post commercialization) will arise from companies

integrating it through some business to business commerce. It can even be used in design and

manufacturing of goods by allowing products to virtually viewed in a real setting.

Future Prospects In 10 years, this AR technology will be advanced to the point that schools will be employing it.

People will be waiting outside in lines to get the newest set of Google AR Glasses.

Manufacturers can produce goods via AR tools. From a study sampling the potential of AR in

surgery cases, “Augmented reality-assisted urological surgery using SG is both feasible and safe

and also provides several useful functions for urological surgeons. Further developments and

investigations are required in the near future to harvest the great potential of this exciting

technology for urological surgery” (Borgmann, 2017).

Given our constant level of advancement in technology stems from information, the use of AR,

in my opinion, will only increase in its potential. It won’t necessarily be a primary source of data

or information but supplemental to life in the future. It will be successful once it can gain the

confidence of the public (through mobile apps such as Pokemon Go) and continue its evolution

into the different industries such as science, marketing, education, etc. It will be a great tool to

increase knowledge and experiences while maintaining our own reality.

References:

Bonsor, K. (2010, February 19). How Augmented Reality Works. Retrieved July 3, 2018, from

https://computer.howstuffworks.com/augmented-reality.htm

Borgmann, H. . (2017). Feasibility and safety of augmented reality-assisted urological surgery using

smartglass. World journal of urology, 35(6), 967-972. doi:10.1007/s00345-016-1956-6

D'Angelo, M. (2018, March 18). Augmented Reality Check: Why Businesses are Embracing AR in

2018. Retrieved July 3, 2018, from https://www.businessnewsdaily.com/9245-augmented-

reality-for-business.html

Kiryakova, G., Angelova, N., & Yordanova, L. (2017). THE POTENTIAL OF AUGMENTED

REALITY TO CHANGE THE BUSINESS. Trakia Journal Of Sciences, 15(Supp1), 394-401.

doi:10.15547/tjs.2017.s.01.066

Yip, A. (2017, January 09). How Do Augmented Reality Displays Work? Retrieved July 3, 2018,

from https://www.forbes.com/sites/quora/2017/01/09/how-do-augmented-reality-displays-

work/#5456cc2c4731