What is happening right now?
Recently, we hear about augmented reality at every presentation of IT giants such as Google, Facebook, and Apple. Last August, the acclaimed AR-glasses Magic Leap came out, and Apple, according to rumors, is developing its own headset of augmented reality.
And so, what are the ways to implement augmented reality today?
In entertainment, AR can change the content of TV where you will be able to interact with digital objects. Among the recent spectacular examples is the performance of virtual avatars of the K / DA music group at the opening ceremony of the 2018 World Cup League of Legends finals. Event visitors enjoyed the live performance of the singers, and those who watched the ceremony on the Internet had the opportunity to watch the heroines of the game, which the organizers added using augmented reality.
B2C solutions the area that uses mobile AR-technology for their own purposes. This is mainly an additional visualization of the company's products. But also interactive catalogs, allowing you to try on the chair you like from the catalog right in your living room or help disassemble the motor. For example, Ikea has integrated AR into its application, through which it allows users to check how furniture can look in their homes. The confectionery brand Cadbury has used augmented reality to improve the calendar with Christmas gifts for its consumers. Chocolate lovers can use the Blippar app to scan their calendar and enter the "augmented world of winter wonders".
In printed products, augmented reality is widely used in printed products due to the distribution of so-called augmented reality browsers - in particular, Wikitude, Layar, blippAR and others. Newspapers, booklets, magazines, and even geographical maps contain images that serve as labels for the visualization of digital objects. In the role of complementary information can be text, images, video, sound, or three-dimensional objects, static or animated - in fact, absolutely any digital data. With the help of special browser programs installed on tablets and smartphones, users scan tags, gaining access to additional content.
In magazines or newspapapers, augmented reality is most often used for advertising visualization, as a marketing tool that attracts the attention of the audience. However, there are projects aimed at solving social problems: an illustrative example here is the initiative of the Japanese newspaper Tokyo Shimbun, the texts which are adapted for children's perception with the help of mobile devices. They are aimed at creating a common information field for children and their parents and strengthening family ties. Collectible card games are also a large category in which they offer to animate cards that players use during board games.
In medicine, healthcare is one of the most important and practical applications for augmented reality technologies. In modern laparoscopic operations, the image on the endoscope is complemented by the image obtained during intraoperative angiography. This allows the surgeon to know exactly where the tumor is inside the organ, and thus minimize the loss of healthy tissue of the patient's body during surgery to remove the tumor.
In the military industry, analysts say that by 2025 the market for AR-systems that will be involved in the military-industrial complex will be $ 1.4 billion. It is expected that the number of operators will exceed 700 thousand. World Bank specialists are confident that the total number may rise to $6.9 million. For example, in the United States developed a tactical system of augmented reality Tactical Augmented Reality. It highlights the target, displays the location of the fighter on the map, and shows the distance to the target.
What will happen in the future?
Summing up, augmented reality is not only for games and selfies with virtual masks. This is a huge number of opportunities for commercial use, new horizons in education, medicine, real estate, e-commerce, and even tourism.
AR's commercial growth is astounding. Unlike virtual reality, augmented reality does not necessarily rely on specialized hardware and bulky devices. The technology works perfectly on the most mass wearable device - a smartphone.
The next step is a massive exit of AR from the entertainment sphere and social networks to the information support sector. Automakers (so far only Hyundai, BMW, and Audi, but the list is growing) are starting to issue user instructions that help owners visually examine their cars. More and more manufacturers begin to produce applications to repair shops that help craftsmen to work in the internal structure of complex devices. Amazon thinks about making it easier for buyers, they liked the sneakers in a magazine — pointed the phone at them and immediately ordered the same ones.
Today we live in the midst of stormy research in the industry. Even technological giants do not have a clear picture of the further development of augmented reality. This is a time of continuous birth of ideas, finding unexpected ways of applying and realizing the full power of this once fantastic technology - augmented reality.