This thursday I attended the Augmented Reality Summit, its been going for a few years but this was my first. Here’s a quick summary of my key take aways.
- AR has grown from a niche techie interest to something that is viable for consumers in the last year.
- There is ongoing convergence of wearable technology and AR. Oculus rift and Smart glasses being the obvious examples.
- Google glass is being viewed as a conversation starter to get the key issues, like privacy, worked through quickly. Smart glasses have been around for a while.
- QR codes are mostly outdated already as markers – image recognition is widely possible. I’ve never been a fan of QR.
- AR and future mobile devices have the potential to disrupt the games console market by being just as powerful.
- The key challenges:
- battery power; use runs down your battery quickly, but the industry is working on processors and software to help.
- GPS accuracy
- interoperability; there’s no standards yet!
- quality content.
- Lighting; accuracy can be affected by light variation but you can always use the flash on a phone to help.
- Markers; picking a strong image is critical in avoiding temperamental ‘pick-up’ in the AR reading.
- Apps; custom apps exist at the moment because the off-the-shelf ones give limited interactivity and content options.
- Aurasma; is relatively widespread in its adoption and has cheap / free options for creating AR triggers. Blippar and Zappar (and others) are yet to offer this.
- Telegraph; created an AR enabled newspaper to promote ad sales, the initiative (including a competition for agencies) generated £500k in ad sales 8 weeks.
- ADSA created an in-store Easter event with Zappar
- Education and AR blog
- An AR phrase book
And here’s a tweet summary of the AR Summit in storify.