Augmented Reality: What are the facts?

In a previous post I commented on the simmering battle regarding the effectiveness of Augmented Reality. While the majority feel that the technology is a huge breakthrough which may one day revolutionise the way in which we shop both online and in-store, some regard it as a mere gimmick, a flash in the pan which, once the novelty aspect has worn off, will ultimately fail to live up to its hype.

As a believer in the technology, I suppose it’s my job to prove the doubters wrong. After all, if you don’t stand up for the things you love, who will?

So, I shall base this post on one simple fact, AUGMENTED REALITY IS PROFITABLE!!!

2009 was the defining year for the AR community as the technology moved away from research and into commercial products. Led by Wikitude, a steady stream of AR browser entered the market, including the likes of Layar and Junaio, which allowed users to access additional information by using their Smartphone cameras. Despite this rise in popularity, however, a report carried out late last year by Jupiter Research estimated that the marketing would not grow beyond the somewhat feeble figure of $2 million by the end of 2010, a shot in the arm for AR developers. The article, however, went on to state that with the increase in the number of devices which are AR compatible, the market is expected to grow considerably by 2014, reaching an estimated value of $732 million. While this figure incorporates the Augmented Reality market as a whole, including the entertainment industry (i.e. gaming), lifestyle and social networking as well as enterprise, the upsurge is still remarkable. The article can be viewed in its entirety at http://www.itp.net/578526-augmented-reality-market-to-reach-732m-by-2014.

Of course, Jupiter’s research is somewhat vague, and is not specific to any one area of Augmented Reality. So, let us delve a little further.

For all those who are not yet familiar with the London based AR company Holition, let me share some insight. Whilst working alongside Swiss watchmaker Tissot, Holition launched an AR campaign which allowed users to virtually ‘try on’ watches from their own home. As part of the venture, the London based company fitted an Augmented Reality application onto the window at Selfridges on London’s Oxford Street, bringing the technology to the masses. Over the two week period in which the application was displayed, the Tissot store in Selfridges saw an 85% increase in sales, with the YouTube clip receiving more than 50,000 hits in the same time frame. For those yet to experience the app, you can view it here at http://www.youtube.com/watch?v=BmogH4tp0Vw.

Holition’s work with De Beers also brought tremendous results for the world renowned jewellers. Working in conjunction with 3D partners Point Stick Films, the AR company designed an Alioscopy screen which was affixed onto the Isetan department store in Tokyo, allowing items to be seen in 3D without the need for special glasses. As a result of this project, 100,000 people stopped and viewed the screen in the first four days of its launch, arguably bringing the jeweller greater exposure than a traditional PR campaign. This project can be seen by visiting the Holition Facebook page at http://www.facebook.com/pages/London-United-Kingdom/Holition/110058449057796.

Of course, it isn’t just Holition who is doing wonders in the Augmented Reality field, as many other major businesses are fast adopting the technology. Lego, for example, developed an in-store kiosk that allowed users to see the finished model without having to look inside the box, an application which received over 250,000 hits on a single YouTube video (http://www.youtube.com/watch?v=PGu0N3eL2D0).  The hit US hit film Avatar also used AR when developing its brand of trading cards. Users simply placed the card in front of a webcam and watch the characters come to life which generated over 300,000 hits on YouTube (http://www.youtube.com/watch?v=7JWk_JIE3Ow&feature=related).  Pokémon’s trading cards also developed a similar system which allowed users to battle each other if two cards were placed alongside each other opposite the webcam (http://www.youtube.com/watch?v=jsuA0ERszjY).

Of course, the technology is still in the early stages of development and a huge return in profit is not guaranteed. But more and more businesses are beginning to see the benefits that AR technology can bring to a sales campaign. Traditional PR advertising in magazines may well be made obsolete by the rise in Augmented Reality. And with the market expected to be worth over $730 million in just four years time, those who don’t embrace the technology may be left behind.

That time of year already!?

So the clocks have gone back, the evenings are dark, and the cold weather is imminent. But, with December only a month away, excitement is also beginning to set in amongst big kids and little kids alike. We’ve all seen the adverts on the television and in magazines. Many of us thought they were, as usual, a little too early. Did it feel like that time of year already? But now, it’s only a few weeks away!  The countdown has well and truly begun.

 I’m talking of course about the Augmented Reality Readers Choice Awards. With voting taking place all this month, be sure to vote for your favourite by filling out this form http://www.surveymonkey.com/s/S2TNVKP. All those who enter will be in with the chance to win a brand new Samsung mobile phone.

The categories are as follows:

1)      Best Augmented Reality Browser

The nominations:

·         Layar

·         Wikitude

·         Junaio

·         mTrip

·         Acrossair

·         Wheremark

2)      Best Augmented Reality Browser Content (Channel, Layar, or World

The nominations

·         Woomba Mania (Layar)

·         AR Beatles Tour (Layar)

·         Maze (Layar)

·         Webcams.travel (Wikitude)

·         immoWelt (Wikitude)

·         Qype (Wikitude)

·         Royal Mail (Junaio)

·         archINFORM (Junaio)

·         IDF Augmented Reality (Junaio)

3)      Best Augmented Reality Game

The nominations

·         ARSoccer

·         Upsies

·         Gigaputt

·         TagDis

·         Jigsaw Live

·         Rock’em Sock’em Robots

·         Space InvadAR

·         Urban Golf

4)      Best Augmented Reality Marketing Campaign

The nominations

·         The world’s largest augmented reality project

·         Hotels.com

·         The Gorillaz Plastic Beach

·         Tissot Shopping

·         Scion tC AR Game

·         Sueddeutsche Zeitung’s supplement magazine

Who am I voting for? Now that’ll be telling!

H&M releases ‘AR’ app

Fashion label H&M yesterday released an Augmented Reality application in order to promote its new autumn/winter selection. Working alongside AR platform developer GoldRun, the app, which is free to download on Apple’s App Store, allows users to both view and interact with virtual H&M clothing and accessories when outside any of the fashion retailer’s 10 Manhattan stores. Users simply select an item which can then be placed onto people using the Smartphone’s camera. These still photographs can then be directly uploaded onto social networking site Facebook for friends to ‘Like’.

Vivian Rosenthal, CEO of GoldRun and co-founder of digital media studio Tronic stated: “After a decade of developing digital media campaigns for top tier brands and recognizing the explosion in Smartphone sales and increasing interest in location based marketing, I realized there was a need for a new type of media but, one tailored for the mobile space.”

Perhaps I’m being cynical, but what is the point of this app? The application only works when the user is outside any of the 10 stores in Manhattan, which doesn’t help me in the UK. Also, if I have to be directly outside a store for the app to work, wouldn’t it make more sense to walk an extra three feet and step inside? That way at least I can see a 3D image of what I will look like in a particular item, rather than a static, badly animated 2D photo which GoldRun provides.

As readers of this blog are aware, I firmly believe that AR will play a huge role in both the future of in-store and online shopping. But I really don’t see what this app offers. At least with Holition’s technology I can see myself ‘wearing’ the item rather than relying on a friend or passer-by to take a still photo of me. I even have the luxury of using the app from my own home! Unfortunately for GoldRun, the graphics provided also do not live up to expectations as can be seen from these images. Rather than providing the public with a full interactive 3D app like the Boucheron model (http://www.myboucheron.com/myboucheron-augmented-reality-int_EN.html), users are left with an application that looks like the item has been Photoshopped onto an image of the user, providing semi-realism at best.

Of course, Ms Rosenthal is correct. Sales from Smartphones have increased dramatically since they became widely available, and they will continue to grow for the foreseeable future. But this isn’t to say that customers will fall for this gimmick application, even if it is free.

It will be interesting to see which application the public prefers, Holition’s Boucheron or Tissot applications (which can be seen on both the company’s website as well as their newly installed Facebook page), or GoldRun’s 2D model that requires users to stand directly outside a H&M Manhattan store.

 Answers on a postcard, or on Facebook, please.

2010: The Year of Technological Revolution

In a year of hung Parliaments, trapped Chilean miners, the end of Big Brother and Spanish victory in the FIFA World Cup, 2010 will be remembered for one thing most of all; technological development. While the Tory- Lib Dem coalition was big news on the world scene, the technology which has been developed over the last 12 months or so is likely to change our lives far more than Nick Clegg making David Cameron’s tea.  Augmented Reality and 3D filming have both been focal points in this revolution, with the masses eager to experience the latest initiates for themselves.

Augmented Reality

2010 has been a fantastic year for Augmented Reality, as more and more people are beginning to see the benefits it can bring. Retailers in particular have been quick to leap on the technology, with many turning to developers of the technology in a bid to boost their sales campaign. Holition, a London based AR firm, has worked with a number of visionary brands, including Swiss watchmaker Tissot and exclusive high end jewellers Boucheron, to produce online applications which allows users to virtually ‘wear’ products from their own homes. Using basic items such as a computer and webcam, users can ‘try on’ watches and rings to see how the products will look before purchasing them.

Using the technology’s interactive settings, users can both rotate and zoom into the item, examining every corner as if in-store. Holition’s AR technology also allows for still photos to be taken which can be uploaded onto social media websites for friends to ‘like’ and comment on.

This technology is truly revolutionising the way we shop. With Augmented Reality, customers are able to better scrutinise a product online, without the hassle of going in-store. Retail shopping has well and truly entered the 21^st century.

3D Technology

Perhaps the most obvious technological advance of 2010 was the development of the 3D movie industry. 3D filming, however, was actually resurrected in 2009 with the release of Patrick Lussier’s My Bloody Valentine in January. Over the course of the year, the public were treated to a number of 3D movies such as Pixar’s Up and James Cameron’s Oscar winning Avatar. Moving into 2010, the production of 3D movies went into overdrive with the public being inundated with the likes of Tim Burton’s Alice in Wonderland and dance flick Step Up 3D.

3D technology, however, has not been limited to the cinema world alone. Television Broadcaster BSkyB launched 3D football this year which has amazed viewers at selected pubs around Britain. Sky has also announced that the upcoming all British WBA Heavyweight Title fight between David Haye and Audley Harrison on November 13^th will also be available in 3D. 2010 also saw 3D Televisions being made available on the market, albeit at a high price, as well as the announcement that Sony are developing a 3D version of the Playstation which has excited gamers worldwide.

What this development tells us

The surge in popularity of both Augmented Reality and 3D technology indicates one thing; the public are no longer satisfied with the outdated 2D era in which we have been trapped in for well over a century. While online shopping is still relatively new, is becoming increasingly outdated. When we purchase products online, we do not know exactly what we are buying. Although we can read the product description countless times as well as look closely at each picture available to us, in the end we are at the mercy of the retailer. We only read what they want us to read, and we only see what they want us to see. With Augmented Reality, however, things are a great deal better. We are able to scrutinise each item at will by examining every angle, as well as seeing what the product looks like on us, as seen here http://www.myboucheron.com/myboucheron_int_EN.html. This gives us the accuracy of in-store shopping, without the hassle of going to the local shopping centre.

Has Augmented Reality and 3D technology changed our lives significantly enough to call it a revolution; perhaps not. But 2010 is just the beginning. In the next 12 months or so expect AR, as well as 3D technology, to creep further into general society. When this happens, the 2D Dark Age world in which we have been living in will become obsolete at the hands of its 3D counterpart. Why would online shoppers continue using 2D images when buying a product when there is an interactive 3D Augmented Reality app available to them?

The technological revolution will not be completed by the end of 2010, but one thing is for sure, the process had started.

Revolution of Online Shopping Continues: Boucheron Commits to Augmented Reality

Yes, this is another post about Augmented Reality! I do apologies for the continued theme, but it seems every day another retail company announces that they are adopting the technology to improve sales. This time it's exclusive high end jewellers Boucheron who has joined the ever growing list. With the application, online users are able to virtually ‘try on’ over 20 of the French jewellers most iconic pieces, including the Chameleon ring and the Reflex Medium watch, all from the comfort of their own homes. You can try the application out for yourself by visiting http://www.myboucheron.com/myboucheron_int_EN.html

Holition, who once again developed the software, provides incredible detail in the app. Every diamond, sapphire and ruby can be closely inspected by the user with the onscreen zooming options. The 3D element ensures that users can check all angles and edges of the product before making the decision whether to purchase the item. The application also allows users to take still pictures of themselves with the desired product, which can then be easily shown to friends via email, or uploaded directly to social networking sites where friends can comment.

What today’s announcement brings

Today’s announcement is a clear example that the world of online shopping as we know it is changing. When it comes to shopping, I’m seemingly caught between a rock and a hard place. From Monday to Thursday, I just don’t have the time or the energy to go out shopping. By the time I get home from work and have a glass of beer with dinner, it’s already eight o’clock and my eyes are getting heavy. Then there are the weekends. Most of the time I simply cannot deal with the madness that is the shopping centre, where mothers leave prams in aisles, and the smell of fast food is only briefly overshadowed by the woman wearing too much perfume. Then you meet the overly happy shop assistant who insists on following you around every square inch of the shop floor asking if you need any help. Quite frankly, I can think of better ways to spend a Saturday afternoon.

Then there’s the problem of the falseness of online shopping. I have an item in mind that I want to buy, a new watch say. I click on various websites and find the one I want so I click ‘add to basket’ and the process is over. Needless to say when the package arrives I’m disappointed. The small pattern on the back is not to my liking, and it just doesn’t look good on my wrist. The three business days’ wait I endured has been wasted and I’m left feeling typically frustrated as I send the item back.

Boucheron, on the other hand, has picked up on this customer dissatisfaction and has joined others in adopting Augmented Reality to solve these grievances that we, the customer, have. With AR, we can now see what the product looks like from every angle, as well as see what it will look like on us, without the hassle of stepping foot in a department store.

Future Possibilities for Boucheron

Thus far, Boucheron has committed itself to using AR technology in regard to watches and rings, but the end of the road has not yet been reached. Future schemes could well include a necklace version, whereby users can see exactly how a necklace would look on them before purchasing, as well as a model that allows users to virtually ‘try on’ sunglasses at home.

I believe the greatest possibility for development, however, is to incorporate a scheme that allows users to ‘try on’ earrings. Due to hygienic reasons, consumers are currently unable to actually test earrings before purchasing them. With Augmented Reality, however, users can see exactly what the product looks like on them beforehand, something which should be considered beneficial.

Of course, this technology is not restricted to the jewellery industry alone, and can be applied to many other aspects of retail which can again be seen on the Holition website.

Revolution vs Gimmick?

As you will be aware, however, the very existence of Augmented Reality has caused a stir in the media and has polarised society in general. On one hand, many claim it to be one of the most important technological developments in a generation, something which has the power to change the way we shop online forever. On the other, sceptics consider the technology to be a gimmick which will not stand the test of time. While they agree that AR can be entertaining, they argue it is merely a passing fad which will be exposed once the novelty has worn off.

So, what are the facts? Yes AR can be fun. Virtually ‘trying on’ expensive watches and rings is a great way to kill the hours in work, so it is easy to see how some consider it to be a little gimmicky. But Augmented Reality is so much more than a means of entertainment; it also brings profitable results. Tissot has previously worked alongside Holition to develop a similar application to the Boucheron model whereby customers can virtually ‘try on’ watches. In this example, an interactive screen was set up outside Selfridges department store in London’s Oxford Street and passers-by were urged to try the technology for themselves. The campaign led to an 85% sales increase in the Tissot branch in Selfridges, something which would suggest the technology is a very profitable gimmick indeed.

So, if AR is more than a mere gimmick, can we consider it to be the future of online shopping? Of course, this is an impossible question to answer at the moment. The technology is still very much in the early stages of development and more work is needed. But it is very possible that AR will change the way we shop online forever. For me, it is highly doubtful that customers will choose to view possible online purchases via a 2D image when a 3D interactive version is available to them. The new technology not only allows customers to scrutinise each purchase thoroughly, but it also gives them the opportunity to see what each item will look like on them before buying the product.

Revolution or gimmick? The answer really is in the eyes of the beholder. But one thing is for sure, if there is an option for me to examine a product in greater detail before I purchase it online, I’ll use it. Until the technology becomes used on a wider scale though, I remain caught in two minds: the dreaded shopping centre, or the disappointment of online shopping.

Try it for yourself!!!

Sticking with the ongoing Augmented Reality theme I find myself enthralled in, I found this cool application online that allows users to try AR for themselves. http://www.myboucheron.com/myboucheron_int_EN.html

The application is brought to you by Boucheron, an exclusive high end jewellers based mainly in Paris. Users are able to try on more than 20 of Boucheron’s top products, including the popular Chameleon Ring.  The architects of the technology – Holition again!

What do you guys make of this? It's certainly an entertaining app that's for sure. It'll be interesting to see if the entertainment factor is carried into the profit margin.

The Future of Augmented Reality

Augmented Reality is on the tips of everyone’s tongues. While some may not fully understand the technology that exists today, they are excited by the possibilities it may one day bring. While some believe it to be a technology which is destined to fail once the novelty has worn off, the majority are excited about what AR may one day bring. While today the technology is somewhat limited to the upper eons of the retail industry, it is very possible Augmented Reality will change the way we live our lives in the not too distinct future.

What the device will look like

As you will be aware, the team at MIT, lead by Dr Pattie Maes, has been hard at work creating the ‘SixthSense’ device, a revolutionary technology which allows users to interact with any surface they wish. The hardware, which combines a micro-projector, a camera and a Smartphone, is hung around the neck of the user ensuring maximum portability. While the ‘SixthSense’ is far from being hideously ugly or even heavy to wear, it certainly isn’t ideal. Interactions with surfaces can only be achieved if the user is wearing multi-coloured figure caps which aren’t exactly fashionable. Also, others can clearly see a webcam attached to the user’s chest when the device is in use, something which again is not ideal. While, for the time being, this is what we are stuck with, I expect the design of AR devices to develop in three stages as the technology becomes used on a wider scale.

Stage 1: ‘AR information glasses’. These will look like a regular pair of sunglasses that display information directly into the user’s line of sight as s/he walks down the street. The user will simply have to focus on an item to access information regarding the product. The device will also be connected to an earpiece which will allow audio to be transmitted to the user. Different colour nail varnish will be an alternative to the multi-coloured finger caps to ensure users can still interact with surfaces at will.

Stage 2: ‘AR contact lenses’. The ultimate accessory as the user is no longer forced to wear the information glasses in unsuitable environments. Indeed, no-one else will know you are using an AR device. The device is again connected to an earpiece, this time using infrared or Bluetooth, which will eliminate the annoyance of wires. Finger caps and nail vanish will be removed altogether as the device now recognises individual fingers rather than colours.

Stage 3: ‘AR brain chip’. A scary thought for some, the logical path forward for others, the brain chip will completely remove the technology from sight. No more contact lenses, no more ear pieces. The human eye and ear will be the only device needed to access additional information. Why look down at a watch when all you need to do is ask yourself what time it is and wait for the device to show you in your line of vision. I certainly wouldn’t be here typing this on a keyboard, I would simply look at a computer screen, think what to write, and let the device do the work for me. The government, seeing the possibilities that the chips can bring, may even make it compulsory for every citizen to be fitted with one at birth. From here on, every person in the country can be accounted for. Crime will be driven down; crime convictions would sore (examining a suspect’s brain chip will show if they have committed a crime or if they are innocent), similar to the movie Minority Report. When the Tom Cruise hit film was released in 2002, many saw it as a science fiction movie. Now, with Augmented Reality, we can see it as a template for the future.

Am I getting just a little carried away? Of course I am. But that’s the beauty of Augmented Reality; we are allowed to get carried away as there is simply no limit to what the technology can bring. We may well be seeing the first small steps of human development occurring before our very eyes.

Augmented Reality and the Retail Industry of the Future

While Augmented Reality is developing at a phenomenal rate with new businesses adopting the technology with each passing day, it will take years before brain chips, or even an AR contact lenses, emerge on the market. AR information glasses, however, are the next logical step to MIT’s ‘SixthSense’ device and I suspect we won’t have to wait too long before they become widely available. When this happens, countless aspects of our lives, including the way we buy products, will change forever.

So, what might future retail shopping look like? Firstly, shop floors will look completely different compared with today’s model. Historically, in-store shopping has changed very little since ancient times when products were displayed on stalls for customers to buy. But for the first time in the development of mankind, this experience will change dramatically with the help of AR. Imagine walking into a room filled with virtual ‘mirrors’ which are able to detect who you are by using facial recognition software. The ‘mirror’ then communicates with you via your earpiece saying: “Good morning TechnoCharmer, I hope you are well today. Last time you visited you purchased these Levi jeans, would you be interested in their new product?” In an instant the ‘mirror’ then shows you wearing the new product. Onscreen will appear options which allow you to change the product’s colour, as well as peel through customer reviews and competitor prices using basic hand movements. By giving a simple thumbs-up, the products will be charged on your credit card and delivered to your home the next day. Need the product the same day? Simply select the ‘shop assistant’ option by flicking your index finger and have someone bring your product to you from the storage room. No more queuing, no more changing rooms, no more hassle.

The possibilities don’t stop there. Imagine getting a phone call from your partner on your way home from work asking you to pick up some fizzy drinks for your daughter’s birthday party. As you walk into the shop, a green arrow appears on the floor directing you to the drinks aisle. But then you forget, diet lemonade or regular? Rather than ringing home to check which you should buy, you simply look at the first bottle until a red cross appears on the item with the caption: ‘Too much sugar in this for Sophie’. You smirk a little as you are used to these little day to day reminders. Picking up two bottles of diet lemonade you find a green tick indicating this product is the one for you. Without a second glance you head for the exit. As you approach the door the price flashes on the glass in front of you indicating it has been deducted from your bank account. Grocery shopping just entered the 21^st century.

Science fiction? For the time being, yes. But the first steps in this field have already been made. Augmented Reality technology companies, for example Holition, have already created applications that allow users to virtually ‘try on’ watches and rings from the comfort of their own home. Users are able to examine the product in great detail before choosing whether to buy online. The London based technology firm have also designed an AR screen which was affixed onto Selfridges in Oxford Street which allowed users to interact with Tissot products without needing to go in-store.

Augmented Reality and a Future General Society

If the above is what can be achieved in the retail industry alone, imagine what AR can bring to society in general. With this technology, every aspect of our society is likely to be revolutionised. In the educational sphere, school textbooks will no longer be restricted to words and images as video clips, including historical re-enactments and interviews with specialists can be included, giving our children access to more information. AR information glasses will also aid us when travelling by showing arrows on floors or on car windscreens indicating we need to turn left in 50 yards to reach our destination. Tourist hotspots will also have information ‘written’ on walls informing us of key historical events which occurred in the area. The Entertainment industry is also likely to be revolutionised as AR games could have us perform ‘virtual tasks’ around our city, while also creating ‘virtual pets’ that could run around our homes, similar to Playstation’s EyePet, but on a larger scale. Medical professionals will be able to perform virtual ‘operations’ on patients to ensure they master their technique, architects could construct buildings to show exactly how a structure would look in an area , and advertisers will be able to incorperate video clips of their products on magazine pages, allowing the customer to learn more about the item. The possibilities really are endless.

Drawbacks

Of course, some sceptics are not convinced that wider usage of Augmented Reality will be beneficial to mankind as we will be subject to information overload. But many seem to forget that all this information is already available to us on the internet. At the moment, if we want to access information on the go, we grab our Smartphones and look it up. AR simply accesses the information we want quicker, without us having to get out our iPhones or Blackberry’s every five minutes.

Others even go so far as to claim that the development of mankind will be slowed if the technology becomes widely available, as we will be encouraged to use our AR devices rather than our brain when problem solving. This is simply not the case. How can a device which gives us access to so much information slow our development? The internet’s catalogue of information has certainly helped me in my studies; and I’m sure AR will help me further.

For those who are not convinced that AR technology will help us in our day to day lives, think how much the internet and mobile cell phones have helped us in the last two decades. These have become part of our day to day lives with many, including myself, spending hours on both each day. These inventions have made our lives easier without hindering our development.

And if you’re still not convinced, simply do not purchase the device when it becomes available and watch mankind move forward without you. The days of the LP record player are over. Move forward with us and embrace technology.