Augmented reality (AR) is defined as the overlaying of digital information on the physical world (see our note “Immersive Technologies Offer Infinite Possibilities” ). It gives organizations unique and specialized ways of offering experiences to their internal and external users with the use of a mobile phone or tablet they are already carrying. There are many types of AR experiences that utilize head-mounted displays (HMD), projectors (as in spatial AR) and mirrors. However, AR solutions on mobile devices can be a fast and effective method to achieve immediate value. Building AR solutions on millions of commonly available mobile devices provides no need for users to buy or set up specialized devices, rather use what they already have. Furthermore, With the major mobile ecosystem providers (Android [ARCore] and Apple [ARKit]) bringing AR software and hardware to their millions of devices, the next couple of years will show incredible growth in and demand for mobile AR deployments.
In my latest research note, “Best Practices for Using Augmented Reality in Mobile Apps”, I discuss that although the support and technology needs for use cases continue to expand, it is still very early in the maturity of AR. Businesses are finding value in AR solutions and continue to expand its use across both internally and customer facing use cases. But businesses need to ensure that mobile AR is the right choice for a particular use case, by considering three C’s:
Content: ensuring that viewing content in real time, digitally and overlaid around or near the point of interest at the time of need.
Context: providing situational information (such as location, weather and time of day) that when combined with content creates a unique value proposition that would otherwise be unable to achieve.
Clear Intrinsic Value: application leaders must evaluate whether the resulting experience adds value. If not, adding AR to a mobile app will be a waste of resources and time.
Once AR is determined to be the right fit for a particular use case, application leaders must focus on employing the unique skills, tools, technologies and methodologies to deploy successful mobile AR solutions as discussed in my latest note.
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