Blog Discussion: Effectiveness & Benefits of Augmented Reality

In augmented reality, virtual objects are combined with the real surroundings seen with the human eye with an addition of tidbit electronics. This advanced technology is firmly believed to have major potential and provide strong benefits as it can be used to retrieve real time data based on what is being captured with an input device, such as a camera and display the information layer over a screen. Therefore, the use of AR and wearable computer technology for the visualization of information or process and the direct manipulation of data associated with manufacturing processes has incredible potential for the manufacturing domain, predominantly assembly tasks. This is said because AR has the ability to visualize and project 3D data or textual information in the environment, which provides the user an intuitive means to interact with information, explore structures, parts, or data, in a way that has not been formerly available (Barfield, Baird, Shewchuk, and Ioannou, In Press).

In fact, AR technology has the ability to change dramatically the way we interact not only with computers but also with the real environment surrounding us, as well as with other human beings. AR can actually be used widely, in fields of business, entertainment, education, engineering, sales etc. As said by Anastassova in 2007, AR is thought to present certain advantages over more traditional ways of accessing information.

AR has recently been used effectively for real-time augmentation of broadcast video, primarily to enhance sporting events and to insert or replace advertisements in a scene. For instance, the PointTracker system highlights the location of hard-to-see balls as it moves rapidly across the field in the US Open 2006. This would be a chance for the sports television companies to enhance their companies systems to a whole new level. This would absolutely be the latest enjoyment for sports fans in front of the TV thus creating an opportunity for those who are willing to invest AR technology in the Television business.

As said by Roussos M et. al in 1999, one of the most important purposes of an educational environment is to promote social interaction among users located in the same physical space. The technology provides a simple way of progressing to the teaching, learning and training in education. AR is able to support seamless interaction between real and virtual environments, therefore able to transit smoothly between reality and virtuality. For instance, in the Shared Space interface users could manipulate 3D virtual objects simply by moving real cards that the virtual models appeared attached to (Poupyrev 2000). The 3D “pop-up” book would be a blast for children at their learning. Characters could move about on the top of the book pages while children are reading them creating a new atmosphere of studies.

From business viewpoint, AR can surely provide a more superior experience for shoppers, especially e-shoppers. For example, AR can provide an extremely meaningful insight when they go shopping. When they walk through the gallery for clothing, they can know their designer, place of manufacture, material and their season. All these would pop-up if they go shopping with their iPhones. Furthermore, even with online shopping, you can try up the clothes you pick before you pay for them. All of this is just with an addition of webcam and AR software. By using this sort of technology, a business can easily create its business and consumers awareness, achieve success in its branding and positioning as well as offering the company high competitive advantages; and hence, enhance its business profitability. The use of the mobile phones with AR applications is therefore able to improve the business in terms of enhancing the customer’s experiences as well as reducing costs as they do not need to hire salespersons that have to know-it-all, but just one who knows how to serve. For instance, Lego has recently used the technology in retail locations to display 3D models and customers are highly encouraged to hold the boxes in front of a “ Lego digital box” where a camera paired with custom software, by recognizing the packaging, would display a virtual rendering of the fully assembled model on a nearby monitor. Just like the following videos:







References:

Tang, A, Owen, C, Biocca, F, Mou, W 2003 “Comparative effectiveness of augmented reality in object assembly”, New Techniques for presenting Instruction and Transcripts, Vol. 5, no.1 pp. 74-75

Demystifyingusability, What's next in mobile user experience? Augmented Realit, viewed 8th October 2010, http://www.demystifyingusability.com/2009/09/augmented-reality-user-experience.html