Benefits and challenges of using augmented reality in mobile applications
2016 is considered the year in which augmented reality technology is launched from a starting position, and now we expect it to enter mobile applications more and more. It has the potential to change the world around us by improving the way we communicate, work, solve problems, and have fun. Excluding the hustle and bustle around Pokemon Go and Snapchat’s cool photo filters, what is the impact of this technology on the mobile user experience?
Augmented reality is computer-generated information that is imposed by a mobile device with special sensors on physical objects in the real world. In essence, it takes what the user of the mobile application sees in the real world, and adds a digital layer on it in order to improve the understanding of the interaction with the physical world and interaction with it. The so-called AR (augmented reality) technology is emerging as having a wide range of applications offering great capabilities, but our goal here will be to look at it from a more technical point of view to see how well it works today.
3 main benefits of augmented reality
1. Real-time user feedback
When using an augmented reality mobile application, instead of just seeing information, users interact with it and receive real feedback (response) to their live-action. As we add IoT technology to the equation, we see more and more such simulations.
A recent study to assess the benefits of real-time feedback within mobile augmented reality concludes that one of the main merits of AR technology is the reduction of distraction between instructions and physical objects, especially when learning new skills. For example, a smart pan and its mobile app can teach you how to cook by making a realistic simulation of the whole process.
2. Changing the mobile experience related to the brand and the opportunities for winning customers
Marketers already consider augmented reality as an important factor in distinguishing a brand from its competitors. It can improve the user experience of the brand’s mobile application by engaging people with the products offered more actively. This can be expressed in functionalities for testing products and placing them in the real environment of the user, for example.
In this way, consumers receive help in making a purchase decision, ensure that they will get the most out of the selected product and have fun at the same time. The experience is maximally personalized. Because it is accessible with just one touch of the screen, the augmented reality mobile application can be valuable to the user anywhere, anytime.
you may also interested to know — What is the Cost to Develop an Augmented Reality mobile app?
Why is all this important? According to the latest research, engaged consumers make 90% more purchases, spend an average of 60% more on each and are five times more likely to become loyal to the brand. Adding to the innovation in the use of augmented reality, the marketing effect can be even greater.
The value of AR technology for marketing has already been proven mostly by Pokemon GO, the game in the form of a mobile application for Android and iOS, which gathered 65 million users in just its first week on the market in 2016. According to experts, its success is mainly due to the fact that dreams come true. The augmented reality elements within the user interface are so precise that they bring the game into reality. The experience is great and memorable and that makes users happy.
3. Greater business efficiency
Forecasts suggest that augmented reality mobile applications used by businesses will generate more than $3.4 billion in revenue in 2020. AR technology is expected to find widespread application in customer service. Some of the leading car brands have developed applications that play the role of virtual manuals that allow car owners to keep them in good condition. This new level of service will undoubtedly have benefits, mainly in terms of greater brand loyalty.
Although AR technology needs to be further advanced, it can also be used to train employees. Through simulations, they will gain real skills on how to act in different situations. This will lead to higher productivity, reduced costs for companies, and a lower risk of accidents at work when it comes to working with machines.
Related Blog: Why Augmented Reality is the Best Tool for Marketing & Advertising?
3 challenges to the use of augmented reality
1. Security and protection of personal data
To perform their functions, mobile applications often need to use different types of data generated on smart devices. For example, a news application may request access to a user’s location data to give priority to news related to the location where he or she is located. Augmented reality mobile applications require the constant provision of more data, including that generated by sensors on smartphones, tablets, and other smart devices. Users usually allow access to their location data as well as other personal information and give permission to use the camera.
All this requires an increase in the level of security of mobile applications using AR technology. Policies for the management and protection of the data generated must also be provided. In the face of growing competition between this type of application in the coming years, users will become increasingly sensitive to this topic when it comes to choosing between two or more applications on Google Play or the App Store.
2. Distortion of reality
The purpose of augmented reality is to immerse the user in an experience. This is achieved by integrating digital information into reality, as already mentioned. The question is where the border is when immersed? It is not difficult to imagine walking in a store or on the street and virtual offers for purchases or advertisements are constantly popping up, which can be very stressful if no measure is found. People playing augmented and virtual reality games can become addicted to their “life” in the digital space.
The task for mobile app developers, as well as smart device makers, is to find the balance that will bring the most benefits without “side effects”. This can be expressed in upgrading the user experience and giving users the opportunity to have more control over what is happening within the application, for example. Since the field is new, we can expect and innovative solutions.
3. Rethinking the principles of UX design
In the design of the user experience, the leading maxim is that the user is always in the first place. In order for people using the mobile application to make the most of it, the experience must be enjoyable and useful. This created the need to generate and use increasing amounts of data and to introduce new methodologies and tools, such as prototypes, representing the conceptual design of applications. The advent of AR technology requires the use of additional techniques and tools in creating applications for smartphones, tablets, and other devices.
Another important fact to note is that no best practices have yet been identified when creating augmented reality mobile applications. The lack of standardized concepts can have a negative effect on the creation of the user experience if there is no thorough testing. However, given the rapid advancement of AR technology, these obstacles are expected to be overcome relatively quickly. Over time, the tools for its application within mobile applications will be improved and this will lead to more pleasant and useful user experiences.
Augmented reality mobile applications will become better and better, with a boom yet to come.
