Augmented Reality – The Good, Bad and Ugly

Remember Pokémon Go? Yes, the game in which we had to trace the Pokémon and capture them. Well, it turned out to be one of the biggest Augmented Reality success stories in recent times. It also presented ways in which AR can go mainstream without impacting the ease of use and overall used experience generated by such new age technology disruptions.

But to drive the business in better ways, Augmented Reality has to overcome all the challenges which it faces. So, it won’t be wrong to say that there are still miles to go for AR to be embraced at a broader level by end users. Let us check out these challenges which are still restricting AR to come into the mainstream.

Challenges of Augmented Reality

1. Technical Challenges

When it comes to organizations who are looking to get a fully functional Augmented Reality solution, they will need a lot of components. Although the development process of AR applications is no different there are certain technical challenges like Unity 3D engine, content, hardware, awareness of the common public, and education.

On these fronts, we are still lacking by quite a distance. So, until and unless we are capable of tackling these technical shortcomings, AR cannot be properly visualized in an organizational scheme of things.

 

2. Devices used in AR

As mentioned earlier, AR apps are no different and can run in any of the tablet or smartphone. You can even call AR apps omnipresent. But what makes it lag are crucial hardware elements like cameras, screens, motion sensors, processors and lastly, high speed internet connectivity.

Now for a minute, let us assume that we have everything, but what about other hardware like Google Glass, HoloLens, AR headsets, and Meta, which are still far from the reach of common public to derive the delight and thrilling experience that Augmented Reality has the potential to provide?

3. Unavailability of Content for AR Apps

You have a smartphone, but you do not have any application to play- how will you feel? Yes, this is the same situation with Augmented Reality these days. We might get hardware like HoloLens and Google Glass soon but what about the content and AR applications that will provide the user with this unique experience? There is a huge demand for such interactive content and companies are still in the process of creating and generating such high engaging content on a regular basis.

So, in a nutshell, the AR ecosystem is growing gradually, but due to the lack of interactive content, people are not very motivated to adopt this new technology.

4. Lack of public awareness

This is more of a social challenge. Whenever a new technology is released it takes time to become widespread among its users. Same is the case with AR (Augmented Reality).

Common people are still not aware of the potential of AR and hence, they cannot even relate to it in their daily lives.  Therefore, it would not be wrong to say that AR is still in its nascent phase. It will take time to be fully embraced by the public.

Thus, these are the 4 challenges which Augmented Reality companies are facing these days. The focus should be that these challenges are soon overcome by devising and implementing the right business tactics.

AR and VR – an emerging Marketing Tool for Brands

Virtual reality and augmented reality are the two most discussed technologies that are impressing users across the globe.The latest advents of the technological world are focusing on discovering newer ways to market brand objectives and their associated campaigns on a broad front.

While technical experts are busy in finding impactful ways to use VR for marketing, app developers and social media marketers are incorporating unique value propositions in their current branding campaigns. If you wish to know more about how the two technologies can impact the current marketing trends and social media branding activities, then read on.

Being Digital is the New Focus for Everyone

Since users are making a switch from traditional newspapers and media to the internet, it becomes highly imperative for marketers to understand the need of transforming their branding activities as per the changing trends. Being digital and accessible from anywhere and anytime is the prime focus for marketers in 2017 and this is where AR and VR can provide a practical solution.

Social Media Has Now Become the Mainstream Marketing Channel

In a recent research conducted by Pew Research Center, nearly eight-in-ten online Americans (79% approx) are now using Facebook. It automatically shows the global presence of users on social media networks, and marketers are making numerous efforts to improve their advertising, content, and promotional activities to target these audiences in fresh ways.

How AR and VR Will Revolutionize Global Marketing Trends?

One of the biggest advantages of these technologies is that it allows marketers to offer content and create rich, immersive and engaging experiences for consumers.  Since users are being addressed by traditional print and TV ads from past years, they wish to access something that not only excites them, but also helps them to connect emotionally.

Most of the top firms are adopting digital marketing initiatives to bring specific revenue outcomes. They are making a shift from their traditional branding approach to modern marketing techniques like AR and VR to engage better with users.

With AR and VR, a totally new (and highly effective) medium, it emerges to create an indelible impression on the user. Some of the ways in which AR and VR can help marketing campaigns on social media are how it –

• Can be used to demonstrate product features, functionalities, and USPs
• Helps organizations to communicate the brand’s mission with great ease
• Delivers branded entertainment experience and adds excitement to create hype about a particular brand or product/service
• Keeps consumers informed about varied products available in the same domain to provide utmost satisfaction
• Adds an immersive dimension to traditional print, web and video story-telling advertisements that makes for a memorable social media experience.

Will brands embrace this new technology?

Making a switch from traditional media channels to new age platforms like AR and VR has redrawn marketing budgets and strategies. This has, in turn, resulted in empowering the digital world with newer ads, content, and promotional stuff that can impress users at large and aid in creating favorable brand recall value.

We are hopeful that brands would embrace this new technology in 2017, but the level of success is something that we would need to closely watch as the year progresses.

Before the emergence of Augmented Reality or AR, most of the world didn’t know that real-world experiences can be so stunning, engaging, and compelling! Although AR has been there for quite some time, it’s the widespread use of Smartphones that have popularized it even more.

According to market reports, 2015 marked the unsurpassed popularity of AR and celebrated its emergence into the tech arena. In the latter half of 2016, users can expect this innovation to gain traction thus transforming real-life experiences in a unique manner.

Let’s turn to statistics, shall we, for tracking down the interconnections between the Smartphone and AR technology.

Stats state

If market reports are anything to go by, a whopping 72% of grownups in the US operate on Smartphones. With such widespread use of Smartphones in the country, there’s simply no denying the bright future of AR. When it comes to creating opportunities and user experiences in real world, AR pleasantly surprises its users and audience. Here are some of the latest trends accompanying Augmented Reality in 2016. Take a look!

Checking out latest trends in AR

Before taking a look at the trends, it’s imperative to understand what Augmented Reality truly stands for. According to the formal definition, the AR technology represents the overlay of virtual information onto real world experiences. Simply put, users can look at objects in the real world and gain virtual experiences.

The unique nature of Augmented Reality creates ample opportunities for numerous sectors. Here are some of the trends worth drooling over!

1.      Revolutionizing the gaming world

Games or gaming applications such as Pokemon Go and Ingress bring great news for the gaming world. With ‘Ingress’ introducing the concept of sponsored portals, gamers transformed into productive and paying consumers thus adding to the company’s revenues.

With gamers and participants having the opportunity to earn special gifts with unique passcodes, foot-traffic to the company shot up by quite a few notches.

2.      On-time information, right at your chosen place

Perhaps, the time is here when individuals will have access to even the tiniest of information. With market biggies such as BMW and Jaguar leveraging the ‘smart windshields’ technology, driving will turn out to be an exceptional experience. Augmented Reality is playing a highly crucial role in this context thus presenting GPS data-based information.

Innovations such as ‘Place Tips’ help shoppers get virtual insights into real-world offers and price deals, thus preparing the ground for a new era of science fiction.

3.      AR-enhanced sampling

With the AR technology, consumers will have the chance to try on dresses, outfits, and even makeup before buying it. You can now apply a selected shade of eye-shadow without performing the act in reality. Quite naturally, users can get a glimpse of their appearance without having to use makeup products in reality and wipe them off.

Parting thoughts

With these unique highlights and trends, the AR technology seems to be buzz word in the tech arena. Let’s see whether it stirs up revolutions in the future too.