augmented reality - research paper_timfalls - 11_2009

8/14/2019 Augmented Reality - Research Paper_TimFalls - 11_2009

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Marketing High Techn

Augm(AR) Applications an

by Tim Falls11/22/2009

ology Professor Laura Kornish

ented Reali Adoption of an Emerging Technol

ygy


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ContentsI. Introduction .......................................................................................................................................... 3

II. What is Augmented Reality? ................................................................................................................ 3

Augmented Reality Defined ...................................................................................................................... 3

A Brief History ........................................................................................................................................... 4

III. Applications of Augmented Reality ...................................................................................................... 5

Business ................................................................................................................................................. 8

Societal Change ................................................................................................................................... 11

IV. Adopter Groups .................................................................................................................................. 13

V. Marketing AR ...................................................................................................................................... 14

Actions to influence decisions ................................................................................................................ 14

VI. The Future of AR ................................................................................................................................. 16

Trend or Revolution? .............................................................................................................................. 16

The Experts Weigh In .............................................................................................................................. 16

IMHO ....................................................................................................................................................... 17

VII. Works Cited ........................................................................................................................................ 18


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I. IntroductionIn the early 1990s I was a rabble-rousing kid skateboarding around downtown Evansville, IN.

One of the fondest memories I have from those simple summer days was the day I discovered

this thing called Virtual Reality . While cruising along my normal route, I came across a large

crowd of people gathered for a festival of some sort. Inquisitive as I was, I decided to explore.

The first thing that caught my attention while meandering through the crowd was a giant stage

on which a life-size gyroscopic structure was mounted. Within this spherical construction, was a

person secured by straps, wearing goggles, and spinning about in every possible direction. I had

no idea what this was, but I knew it looked fun; therefore, I had no choice but to check it out for

myself. Once I was strapped in, I was suddenly sitting in the cockpit of a bi-wing plane and

quickly took off on my virtual flight through the beautiful surroundings of a world that hadlittle resemblance to Indiana. And so my interest in technology was born.

Returning to present day, virtual reality has become a fad of days gone by in terms of its

common, everyday use. A new technology known as Augmented Reality has emerged into

mainstream society, and once again my interest has been sparked.

Within this report, I will (a) define Augmented Reality, (b) explore its various applications, (c)

discuss the adopter groups and marketing techniques that might propel the technology into our

everyday lives, and (d) postulate on the future role of Augmented Reality in our lives.

II. What is Augmented Reality?

Augmented Reality DefinedAugmented Reality (AR) is simply a variation on Virtual Reality (VR). While VR immerses a user

in a synthetic environment and prohibits the user from seeing the real world around him, AR

allows vision of the real world, with virtual objects superimposed upon that real-world view

(Azuma, 1997). Another experts definition of AR explains that it involves computer displays

that add virtual information to a users sensory perceptions (Feiner, 2002). In terms of the

relationship between AR and VR, this same author explains, Whereas virtual reality brashly

aims to replace the real world, augmented reality respectfully supplements it. In other words,


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a user of AR can experience a live direct or indirect view of a physical real-world environment

whose elements are merged with (or augmented by) virtual computer-generated imagery

creating a mixed reality (Various, 2009).

To offer some simplicity to this definition, Ronald Azuma, Ph.D., Research Leader at Nokia

Research Center Hollywood, points out that AR is a system characterized by the following three

attributes: (1) it combines real and virtual, (2) it is interactive in real time, and (3) it is registered

(i.e., perceived by the human brain) in three dimensions (3-D). He also offers the following

observation as to why AR exists: AR enhances a users perception of and interaction with the

real world[conveying] information that the user cannot directly detect with his own

senses[in order to help] a user perform real-world tasks (Azuma, 1997).

A Brief HistoryThe first AR prototype system was developed in the 1960s at the universities of Harvard and

Utah, by computer graphics pioneer Ivan Sutherland and his students. Then, in the 1970s and

80s, AR was studied at institutions such as the US Air Force, NASA, and the University of North

Carolina. Finally, in the early 90s, the term Augmented Reality was coined by Tom Caudell, a

researcher at the Boeing Company. Since then research and development efforts have boomed,

hardware costs have fallen, and software has improved dramatically (Feiner, 2002).

Until very recently, all practical use of AR was largely relegated to applications [for] training

and inspection in automotive and aerospace manufacturing; however, AR has recently made

the leap from commercial-scale, capital intensive equipment to consumer-scale, affordable

devices. In fact, as one telling example shows, this shift has been so drastic that a niche market

of mobile AR applications for smartphones has emerged, growing from virtually no users in

2008 to an expected 600,000 by the end of 2009 (King, 2009).


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III. Applications of Augmented RealityPast, Current, Future

The various and numerous applications of AR can be classified any number of ways. I have

grouped the applications in terms of the manner in which they are used and the areas in whichthey provide value, including: (a) entertainment, (b) personal utility, (c) business, and (d)

general societal impact in order of their relative gravity. In the following pages, I will provide

examples of applications in each category.

Entertainment

Television networks use AR to enhance the experience of its viewers. If you have ever watched

a college or professional football game on television, you have experienced AR. Notice the

image below, taken from the perspective of someone watching their favorite team on ESPN

(Various, 2009).

Though most people take these features for granted given their commonplace existence, both

the yellow first down line on the field and the scoreboard/game-clock display come to the

viewer by way of AR.

Video game technologies have been simulating AR in first-person-perspective games for many

years through the use of head-up displays (HUD) such as the one shown here:


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As you can see, the player has a plethora of information within his view, including a map, health

and ammunition data, and a link to mission objectives. There are many such games emerging

for mobile devices as well, such as Firefighter 360 pictured here:

(Presselite)

Books and magazines , two of the more traditionally low-tech forms of entertainment, have

also found ways to incorporate AR. The December 2009 issue of Esquire Magazine (shown

below) has received significant attention for its interactive AR cover, which communicates with

a webcam and comes to life for the reader upon placing the AR image within the cameras

view, a three dimensional video plays on the readers computer screen through a web-based

application . Beyond the cover, there are several pages within the issue presenting additional

opportunities for interaction with the reader via AR.

Esquire has created an innovative way to enhance the reading experience by linking its physical

magazine to a comprehensive collection of digital content that would never fit within the


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confines of its printed covers (Sviokla, 2009). This unique employment of technology creates

value for the stakeholders involved with such a publication, and thus, will be revisited in a later

discussion of the business applications of AR.

Personal Utility

Some examples of products recently released to the consumer market illustrate how AR can

increase the ease with which individuals operate in their everyday lives.

GPS Navigation systems have become almost standard in todays vehicles, whether the unit is

built-in by the manufacturer, added by the owner as a standalone unit (e.g., Garmin, Tom-

Tom), or simply built into ones mobile phone. Due to the mobility of these devices, they are

equally applicable to other forms of travel (i.e., walking, cycling.) The following image showsinformation a driver or pedestrian can expect from AR-enhanced GPS units:

(Sviokla, 2009)

Augmented Reality Browsers have been developed to enhance the functionality of mobile web

browsers. Companies such as SPRXmobile and Mobilizy have created the products Layar and

Wikitude, respectively, which are sold in the form of applications for the iPhone and Android-

based smartphones. These and similar applications (including the Yelp app for restaurant

reviews) allow a user to view the world through their smartphone camera with layers of digital


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information about the buildings,

viewing area. The images below

BusinessAugmented Reality is expected t

which have already taken root.

marketing, customer/client rela

Marketing departments around

Examples of this trend include:

1. Lexus - placed an AR advertis

their own AR applications within

Monitor and Dynamic Radar C

2. Lego - installed what they call

into paying customers by allow

purchasing decision.

8

landmarks, businesses, and people that appea

demonstrate select examples:

o bring about notable changes in the business

spects of business that may be impacted most

ionships, and information/knowledge access.

the world are experimenting with AR on an inc

ment in this months Esquire that actually pro

newly available vehicle features termed the

ruise Control.

ed Digital Box Kiosks in hopes of turning pro

ing shoppers to interact with the product befor

r in the cameras

orld, many of

include

reasing basis.

otes the use of

river Attention

spect customers

e making a


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(ubergizmo.com, 2009)

3. Tobi an online clothing retailer featuring a virtual dressing room where an online shopper

can upload a picture of herself and then try on different items. A user can then readily share

these images with friends and gain feedback through social networks like Facebook or via

email. Below is a screenshot of the site and its unique tool:

(Tobi Blog, 2009)

Significant disruptions in the marketing landscape can be observed at a macro level as well. For

example, a group of four agencies specializing in marketing, interaction design, advertising,

social media, broadcast design and content development have joined forces to launch a new

organization called Digital Marketing Collective (DMC) . DMCs founder says the group is

intended to address the fact that the marketing industry is undergoing a fundamental

transformation as consumers and businesses shift their attention from traditional media

television, radio and print to the internet, wireless devices, games and other digital devices

(PR.com , 2009).


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Relationships in business may also be enriched by AR. The popular CRM software,

SalesForce.com, could offer additional features by combining AR and face recognition software

(standard technology in photo applications such as Picasa and iPhoto) to allow access to

professional information about colleagues, clients, and companies via data retrieval from

LinkedIn, Facebook, Twitter, etc. (Sviokla, 2009). This level of data access could prove helpful to

the mobile business person at an industry conference, for example, by allowing instantaneous

profile information through a mobile app. The image below shows this type of tool in use:

Training/Knowledge

Most sectors in todays workforce require of their employees a great amount of knowledge.

Considering the immense amount of information the average employee needs at his or her

immediate disposal, AR solutions are a perfect fit for a variety of business tasks. BMW recently

released a concept piece exhibiting a mechanic wearing AR goggles, which presented step-by-

step instructions for the replacement of an engine component. Tools such as this can boost a

businesss efficiency by increasing employee productivity while simultaneously decreasing

employee error. While the US military has been employing similar practices for some time, it

seems likely that AR will become increasingly influential in the commercial space going forward.


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Societal ChangeThere are many applications of AR that have potential to create widespread positive impact at a

higher, public level.

Healthcare is perhaps the area where AR could make its biggest strides by solving a critical flawin todays healthcare system: a lack of information at the point of service (Sviokla, 2009). Just as

the mechanic uses AR for guidance through his task, so could a doctor performing brain

surgery. Beyond this somewhat obvious application of AR in health care, there are new and

innovative uses also being explored. For example:

One group of scientists is working to develop a prototype portable health care supportdevice for Emergency Telemedicine, which would telematically bring a specialist

doctor [to] the site of a medical emergency, allow him to evaluate patient data andissue directions to the emergency personnel on treatment procedures until the patientis brought to [the] hospital. An AR system like this would allow maximum utilization of available resources and offer a complete, practical solution for increasing survival ratesbefore and during the transportation of accident victims to a hospital (S Pavlopoulos,1997).

The Military has been utilizing AR for years. Applications currently in use as well as those in

development will likely change the landscape of peacekeeping.

The Battlefield Augmented Reality System (BARS) is an excellent example. This system

addresses challenges faced by soldiers who find themselves in the urban battlefields of modern

warfare by increasing situational awareness and allowing more efficient military operations. All

of the tools described in the consumer and commercial applications to date can greatly benefit

a soldier who is navigating an urban environment (Mark A. Livingston, 2002).

The following images illustrate the experience from a soldiers perspective:


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Idealistically speaking, the application of AR in military settings will lead to improved safety and

quality of life for soldiers and civilians around the globe.

The U.S. Government is now using AR in a consumer-facing capacity through its Recovery.gov

application, available on the iPhone and Android mobile operating systems. A company called

Sunlight Labs has teamed with Layar to create a unique way for citizens to see where the

American Stimulus funds are going. The screenshots below illustrate the application in use:

(Rosen-Amy, 2009)

An AR contact lens prototype rounds out my discussion of applications of AR technology, as it

represents a truly futuristic example that could materially affect the way humans interact with

their environment on a daily basis. A team of scientists from the University of Washington will


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present their prototype at the Biomedical Circuits and Systems conference in Beijing in late

November 2009. Though such a product is years away from commercial viability, the

technological feasibility is clearly within reach. As the director of the Human Interface

Technology Laboratory in New Zealand put it, "A contact lens that allows virtual graphics to be

seamlessly overlaid on the real world could provide a compelling Augmented Reality

experience" for all members and sectors of society in the not-so-distant future (Venkatraman,

2009).

IV. Adopter GroupsAdoption: via Moore and Rogers

In the following analysis of societys adoption of AR, I will speak in terms of Geoffrey Moores

Chasm model, an adaptation of Everett Rogerss Diffusion model. The basic concepts at

hand are outlined in the following figure:

(Moore, 2002)

I would argue that AR has just landed on the Pragmatists edge of the chasm, as indicated

above. The Technology Enthusiasts (Innovators), like Ivan Sutherland in the 60s, have been

experimenting with AR for nearly 50 years, conducting research and awaiting improvements incomponent technologies (e.g., cameras, processors, displays, etc.) These advancements have

made AR applications accessible and affordable to the Visionaries (Early Adopters), such as Tom

Caudell at Boeing. Subsequent technological breakthroughs have finally put AR applications

within the reach of the Pragmatists (Early Majority). Members of this group, such as

AR


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alternative means of retrieving the same information from a physical, static source such as an

instruction manual, guide book, or map.

Compatibility: AR faces some significant challenges in terms of this property. Many AR

applications require that the user alter his typical behavior or use a particular device to which

he is not accustomed. For instance, readers of Esquire Magazine are not used to depending on

a computer and web cam in order to get the full experience of their favorite periodical. On the

other hand, users are becoming more and more dependent on their cellular phones as a

resource for real-time information. Companies can leverage this by making the use of AR as

simple as snapping a photo.

Complexity: AR is a technology that operates through a system of interacting components,

which can potentially be perceived by the average consumer as either extremely complex or

completely straightforward, depending on the manner in which the application is packaged. If

an application requires a user to wear a space-age apparatus complete with GPS antennae, a

laptop backpack, and heavy goggles, then adoption of that application will be slow, if not

impossible. Conversely, if anyone from eight to eighty years old can effortlessly activate the AR

Lego kiosk, then rapid adoption is more likely.

Trialability: Certain AR applications are extremely easy to try out. In the case of Esquire

Magazine , the only required materials are the magazine, a computer with a web cam, and an

internet connection. If one wanted to try out the newest AR iPhone apps, he could theoretically

go to the nearest Apple store or Best Buy and test drive multiple applications. Owners of

compatible smartphones can download the Yelp app for free.

Observability: Aside from direct use of an application, it is relatively difficult for one to observe

any tangible results of AR technologies. Additionally, there are few (if any) applications

currently in use today that would affect someone in a way that would inspire them to go out

and tell all of their friends. If and when the medical fields use of AR directly results in lives


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saved (or when another, equally impactful application is introduced), a compelling level of

observability may be reached.

VI. The Future of ARTrend or Revolution?Augmented Reality is, by all definitions, one of the most noticeable buzz words of 2009. In my

research for this project, I set up a twitter search for augmented reality and found an

overwhelming and constant stream of comments and links to articles, blogs, and images.

Virtually every major business publication has covered AR in some respect over the last year.

Business models are being developed around AR technology at an astounding rate. With that

said, the question remains: Will this be the next big thing, or will we look at AR a year from

now as just another fad?

The Experts Weigh InNotable quotations:

Gartner research firm has placed AR on its hype circle for emerging technologies and

reports that it is traveling toward its peak of inflated expectations (MANJOO, 2009).

Martin Agency's chief digital officer: "It's the flavor of the dayevery client had to have aFacebook app, then a viral ad, then it was an iPhone app, and now it's augmented reality"

(MANJOO, 2009).

Layar cofounder Maarten Lens-FitzGerald: "AR is going to be huge[possibly] as big as the

Web" (MANJOO, 2009).

Vernor Vinge, author of the novel Rainbows End describes, A vibrant, realistic world

completely dominated by AR. The characters wear contact lenses adding text and graphics

to everything they see (Duff, 2009). BusinessWeek: Augmented could live up to its meaning: something that adds to what we

have (Wildstrom, 2009).

Greg Davis, North American general manager of Total Immersion: "There have been game-

changing events [with] consumer access to AR on PCs and mobile phones" (MANJOO, 2009).


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Christine Perey, principal at Perey Research & Consulting: By 2012 there will be 150 to 200

million [mobile AR] users about 3% of the world's mobile-user base (King, 2009).

IMHO (or, for the Skeptic/Laggard: In My Humble Opinion)From the perspective of a self-proclaimed (or aspiring) Innovator/Techie, I believe that AR will

eventually achieve widespread use among every segment of adopters.

The primary support for my prediction stems from its ever-increasing presence in marketing

strategies and the area of consumer goods. As more and more ordinary folks recognize the

technology within familiar environments and come to appreciate it for its novel attributes, they

will begin to imagine other potential uses and seek out more useful applications.

Second, I am confident that the ubiquitous nature of smartphones and other personal portable

devices will play a vital role in the introduction of AR into mainstream culture. Everyone from

the grade-school student to the senior citizen carries a cellular phone these days a trend that

is not likely to slow. Furthermore, devices are becoming increasingly sophisticated, making AR-

capable platforms commonplace in the average American pocket. If the applications are

inexpensive, easy to use, and provide value to the consumer, there is nothing preventing a level

of rapid adoption.

Lastly, after observing the utility that can now be gained and the potential for life-changing

developments through the use of AR, I am convinced that the demand for applications will

continue to rise. As economists teach us, where there is demand, there is supply and where

those two meet, there is a market. Ultimately, only time will reveal the magnitude of influence

from this currently uncertain technology.


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VII. Works Cited(2009, January 24). Retrieved November 2009, from ubergizmo.com:http://www.ubergizmo.com/15/archives/2009/01/lego_digital_box_kiosk_uses_augmented_reality_in_retail_stores.html

Azuma, R. T. (1997). A Survey of Augmented Reality. Malibu: Hughes Research Laboratories.

Duff, M. (2009, November 13). Augmented Reality may be next big thing, but it's still science fiction.Lubbock Avalanche-Journal .

Feiner, S. K. (2002, April). Augmented Reailty: A New Way of Seeing. Scientific American , pp. 48-55.

King, R. (2009, November 4). BusinessWeek.com . Retrieved November 2009, from MSNBC.com:http://www.msnbc.msn.com/id/33603482/ns/business-businessweekcom/

MANJOO, F. (2009, November). Augmented Reality Is Both a Fad and the Future -- Here's Why. Fast

Company .

Mark A. Livingston, L. J. (2002). AN AUGMENTED REALITY SYSTEM FOR MILITARY OPERATIONS IN URBANTERRAIN.Proceedings of the Interservice / Industry Training, Simulation, & Education Conference (I/ITSEC '02). Orlando, FL.

Marshall, M. (2009, October 28). Retrieved November 2009, from VentureBeat.com:http://venturebeat.com/2009/10/28/augmented-reality-company-layar-gets-1m-boost-launches-on-symbian/

Moore, G. (2002). Crossing the Chasm.

PR.com . (2009, November 18). Press Release Distribution. Retrieved Novmber 2009, from PR.com:http://pdf.pr.com/press-release/pr-193907.pdf

Presselite. (n.d.). FireFighter 360 . Retrieved November 2009, from http://www.firefighter360.com/

Rogers, E. M. (2003). Diffusion of Innovations, 5th Edition.

Rosen-Amy, S. (2009, October 28). Sunlight Labs Unveils Recovery Act Augmented Reality Mashup App .Retrieved November 2009, from OMBwatch.org: http://www.ombwatch.org/node/10518

S Pavlopoulos, S. D. (1997). An augmented reality system for health care provision via telematicssupport. Studies in health technology and informatics .

Sviokla, J. (2009, October 29). Harvard Business Publishing . Retrieved November 2009, from HarvardBusiness Voices:http://blogs.harvardbusiness.org/sviokla/2009/10/how_will_augmented_reality_aff.html


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Tobi Blog . (2009, November 16). Retrieved November 2009, from Tobi, 1-to-1 Shopping:http://www.tobi.com/editorial/tobi-blog

Various. (2009, November 21). Augmented Reality . Retrieved from Wikipedia:http://en.wikipedia.org/wiki/Augmented_Reality#Definition

Venkatraman, V. (2009, November 12). Contact lenses to get built-in virtual graphics . RetrievedNovember 2009, from NewScientist.com: http://www.newscientist.com/article/dn18146-contact-lenses-to-get-builtin-virtual-graphics.html

Wildstrom, S. H. (2009, November 17). Augmented Reality: Not That Real Yet . Retrieved November2009, from BusinessWeek.com:http://www.businessweek.com/magazine/content/09_48/b4157075333212.htm

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