The Business Case for AR

Published by: Scott Kreutzkamp

Last week we started to look at the world of Augmented Reality, exploring the concept through some real world applications. Today we spend a bit of time looking at some of the markets that have been making use of this technology! 

Here are some other markets where AR is making an impact:

  • Construction: AR is helping in building layouts and overlay diagrams of plans throughout a facility that needs repair. It helps keep workers out of danger and has become a great organization tool to keep everyone on the field up to date about real time information critical to their success.
  • Healthcare: AR is currently being looked into to help in surgery. Doctors would now see live scans of x-rays overlaid on a patient providing information such as heart rate, live vitals, and contextual information so they can easily pinpoint what area they will be working on for each patient. This helps increase the safety of patients along with improving the quality of a surgery taking place.
  • Education: With augmentation we are able to build and create an experience in which people are able to witness and engage. We can expect people to walk away with a deeper understanding of the products that have this gamified aspect to AR — one that will keep a lasting memory of their time spent there whether that be from sharing an experience or engaging with digital content both socially and in play.
  • Museums: “AR technologies have also been incorporated in museums to enhance visitors’ experience by improving their interest, engagement, and access to information” (Baber et al., 2001; Damala et al., 2008; Hall & Bannon, 2006). For example, studies examined how two different electronic guidebook prototypes affected visitors’ social interaction. As visitors toured a historic house, the guidebooks provided information about the historic artifacts that the visitors encountered. Results indicated that these guidebooks led visitors to engage in more content-rich discussions with each other. Furthermore, their exploration of the room and its objects were enhanced (Szymanski et al., 2008).

The AR market is in its infancy; though easily accessible for anyone to use it, it lacks a common device to support its native state. Currently the bulk of the AR resides on cell phones; something that is easily accessible and readily available but not the preferred medium for it to reside on. With the total number of phones available in today’s market totaling well over the world’s population, smartphones are a natural step in creating media at the moment.

Next week we look at some other devices and hardware used to support Augmented Reality. If you're curious to learn more about how AR has solved real world problems for brands, or want to chat about how it might play a roll in solving a marketing, training, or safety issue of your own, don't hesitate to reach out! Just hit contact below!

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