Word
on the street is that augmented reality is the up-and-coming obsession in the
technology realm. In a world where people are crazy about smartphones, tablets
and wearable computing devices, augmented reality along with image recognition
technology add to the depth of the traditional print content. Will you hop on
board? If you’re questioning the idea, or simply hope to gain more insight into
augmented reality, we have some questions and answers to clear it up. Read on
and learn about the future of technology.
What is augmented
reality?
Augmented
reality (AR) is a live, copy, view of a physical, real-world environment whose
elements are augmented (or supplemented) by computer-generated sensory input
such as sound, video, graphics or GPS data. It is related to a broad concept
called mediated reality, in which a view of reality is modified (possibly even
diminished rather than augmented) by a computer. As a result, the technology
functions by enhancing one’s current perception of reality.
By
contrast, virtual reality replaces the real world with a simulated one.
Augmentation is conventionally in real-time and in semantic context with
environmental elements, such as the medal count on TV during the Olympics. With
the help of advanced AR technology (e.g. adding computer vision and object
recognition) the information about the surrounding real world of the user
becomes interactive and digitally manipulable. Artificial information about the
environment and its objects can be overlaid on the real world.
What does this mean?
According
to Juniper Research, the mobile Augmented Reality market is set to increase
from 60 million users this year to nearly 200 million in 2018. By providing an interactive dimension to
print, can AR technology breathe new life into traditional print media?
However,
the revolutionary technology promises to provide a new life to print media
including newspapers and magazines. The AR technology is to merge the digital
content with print media, making the later dynamic in nature. A number of
companies have already started using augmented reality apps in billboards, user
manuals and print advertisement.
How is augmented reality
used?
AR
uses the camera sensors on smartphones and tablets to combine reality (think
photographs coming to life in Harry Potter) with virtual overlays for a more
dynamic interactive user experience. For example, AR technology can let readers
to hold their phone in front of a printed page and see extra content on their
handset. This might be a moving version of the static image on the paper, a
video, a link to buy products or a game. An AR app (such as Layar, Aurasma or
Blippar) searches for images and patterns on a server, validates the image and
sends back the associated content.
Who uses augmented
reality?
Shreeram
Iyer, the chairman and CEO of Prisma Global, the company that is set to change
the Indian advertising scenario, said, “With AR, digital medium will no more be
a replacement for print medium, but an enhancer. The need to have print medium
will be more for technology adoption.”
More
than 100 global companies have adopted the mobile image recognition tool of
Prisma called Snap2Life. Their client list include automobile brands like
Volkswagen, Audi, BMW, and Mercedes as well as major food brands such as KFC,
Kellogg’s and Subway. They are using Prisma’s augmented reality technology in
their user manuals, billboards or print advertisements.
As with any new medium, AR relies on enhanced content to
bring print to life. Although the shift may take some time, by adding an
interactive dimension to print, AR can effectively bridge the print and digital
divide. Engaging, high quality print is set to be revitalized and ultimately it
will be the application of AR, by marketers and publishers alike, that will
help print stand the test of time. The question isn’t if you’ll use AR, it’s when.
As always, keep reading, keep in touch, and keep being innovative. Call
877.990.1616 or browse online http://marketinkgroup.com/
Sources: http://en.wikipedia.org/wiki/Augmented_reality
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