Is Augmented Reality Starting To Gain Traction?

The history behind Augmented Reality (AR)

Believe it or not the concept of Augmented Reality began as far back as 1968 when Ivan Sutherland created the first head mounted display called The Sword of Damocles. It was this invention that started the journey to what AR is today. It wasn’t however until 1990 that the term ‘augmented reality’ started when Boeing researcher Tom Caudell coined the phrase.

It was initially used in the 90’s with the US Airforce using it in their research laboratory and NASA using it for navigation in some of their spacecraft.

It started to be used commercially through the 00’s with BMW being the first brand to use it in their print ads. Games were also launching using the technology, the most notable one resulting in the craze that was Pokemon Go! An app i might add that my wife and daughter still use on a regular basis!

The issue is nobody has really found a compelling commercial use for it. Sure there have been clever applications of it but nothing that has really given it a clear purpose.

The reason I decided to look into it further and write this blog was because there has been an increased mention of brands using AR in the trade press and with the global AR market predicted to be worth approximately $85bn by 2022 (source Digi-Capital) I think it could finally be the time for AR to provide value for businesses both in marketing and operations.

With COVID-19 restrictions and the undoubted shift there will be going forward in how consumers shop and how businesses function as a result AR could provide a vehicle to help brands continue to create an engagement with customers that they can’t currently do in person. It could also create many efficiencies and cost savings to businesses improving their operations.

Below are recent examples of its application across e-commerce, automotive, retail, education and renewables:

Etsy

The internet provides businesses with a great opportunity to sell online to a global audience however there has always been a bit of a blocker for household goods where consumers struggle to visualise how they would fit into their home. Etsy have recently introduced a new feature on their iPhone and iPad app (Android to follow soon) that will help customers see how paintings, prints or photos would look on their wall, getting a much better idea of the colours, size and how it will look in their home. The idea is to remove the friction of purchase and ambiguity from buying something that may not fit or be suitable for them and have to return it. This has a two pronged benefit to Etsy as it should improve conversion and reduce returns.

With over 5 million products available with the potential to expand it out to other household product lines they are clearly investing a lot in this technology and see a long term commercial benefit.

Lexus

The new app launched by Lexus in the US is called AR Play and was designed to let customers preview its 2021IS model. 360 degree interior and exterior views of cars have been around for a while however this AR experience takes it a step further offering a 360 degree tour of the vehicle, you can open the doors/boot and go inside to take to look around. There are 3D elements highlighting key features such as the engine and technical features. There is also a gamification element allowing you to drive the car akin to controlling a remote control car.

They have also thought about social sharing with the app as you can customise it with the spec and colours you want and share it on your social media. Providing brand advocacy from its customers.

With COVID-19 restrictions and nervousness from consumers about going into retail environments this could be a very timely introduction by Lexus. It could also open the brand up to a younger customer demographic.

Instagram and Bollé

Bollé believe it or not was founded in 1888 making it one of the oldest brands in the world, however they have proven to be thought leaders in technology by partnering with Instagram to showcase their products to the world using AR.

Instagram users need to activate the Bollé filter themselves either via a link on the Bollé Instagram page or by scanning a QR code on the product. This then activates the filter on their Instagram camera, which has a variety of different settings, and lets customers via the selfie view to model the range of sunglasses using either the front or rear facing camera.

Furthermore they have utilised Instrgram’s shopping features to further drive e-commerce sales and grow its presence in the app.

The aim is to reach the younger Gen-Z and Millenial markets and remove friction in their online shopping experience. I don’t know about anyone else but I always like to try on sunglasses before I buy them and wouldn’t buy them based on pictures alone. Perhaps this is a half way house and I would be more comfortable buying them online if I had used AR to try them on. I would certainly be willing to try it rather than risk going to a shop at this stage of the Coronavirus pandemic.

Education

When researching this topic I came across some really interesting functional use cases for AR, one being in education. The video below shows technology developed by a leading AR platform provider called Blippar who have created interactive AR Books where digital and 3D experiences of the story or concept appear as well as using it for discovery based learning. There are also use cases for it across subjects like maths. geography and history.

Again in the world we find ourselves in these days with home learning and lockdowns this could be adopted more and more to make remote learning more interactive and engaging for children and adults alike. The beauty of this product is teachers can use the platform to create and publish content without any coding skills and during the COVID-19 lockdown the company provided the software free for 3 months.

Renewables

There are numerous commercial benefits to AR as well, enabling companies to become more efficient, reduce cost and improve safety. The video below showcases its use in the renewable sector with technology developed by an Irish company called UtilityAR. Field based technicians wear AR glasses feeding pictures back to head office. They are then instructed by skilled engineers how to fix complex issues. They can see pictures in real time and instructions can be projected by the engineer to show the technician where the fix is needed and how to do it.

This vastly reduces the number of technicians and engineers needed in the field and improves safety.

I have always been impressed with the AR technology however I have equally struggled with its level of adoption and commercial application. I do believe that now is the time for businesses to explore it further as it does offer the opportunity to help bridge the gaps in customer engagement due to the Coronavirus Pandemic and with businesses needing to reduce cost, staff numbers and facilitate more remote working AR could provide a lot of benefits and now could finally be the time that it becomes widely adopted.

If you think I can help your business please feel free to contact me and we can have an initial free, no obligation chat about your business and the support you may need.