Future of Augmented Reality Post COVID-19
Augmented Reality will change the way we live
The coronavirus will be recorded as a world-reordering event. Historically, deep-rooted crises have a fundamental impact on societal behaviours and economic beliefs leading to shifts in policymaking, work and consumption patterns. The Black Death-shaped the European History, The Fall of the Berlin Wall-led to wide-spread of democracy worldwide, The 2008 Financial crisis-changed consumer behaviour, The 9/11 terrorist attack- led to an increased global security laws. The SARS outbreak of 2003 paved a way for e-commerce to become mainstream in China, followed by the eventual rise of Alibaba and other digital moguls.
In a ‘post-COVID’ world, we will see technology playing a significant role, shaping and re-shaping business models and supply-chains. The baseline for this technological change would be to towards a ‘less-contact’ world.
There were huge shifts to existing online platforms by business in order to continue. World leaders alike are using video conferencing tools to run nations, doctors have virtually consulted more patients than they have met physically, schools and colleges have been zooming into the homes of their students, artists using ‘live’ features on various social media networks to engage with their followers while various online courses is keeping everyone engaged. Ecommerce has come to the rescue to provide essential supplies to the household while digital payment portals are keeping the virus at bay. The technology ‘before-COVID’ world has been able to substantially allow the world to operate, but we need better technology to adapt to such situations.
Like every crisis, this crisis will prepare us to define the ‘next normal’ instead of the new normal. These attitudinal shifts could be seen with policy changes in trade, border control, healthcare preparedness, foreign affairs, employment, social welfare and national security. Coronavirus itself won’t change behaviours, however, it will act as a huge catalyst to adopt new technological changes. This is an inflexion point where the old systems and old beliefs get a noteworthy nudge to adapt to this new world order with new systems in place. Uncertainty leads to the emergence and development of new markets and new needs. One such need is Augmented Reality.
Augmented Reality (AR) can arguably be the next normal. AR offers a completely new dimension to explore with digital imagery and content superimposed on our immediate physical surroundings. Interacting with elements in your surrounding opens up new channels of communication. AR in its true sense a new form of storytelling. Most importantly, AR technology is empathic to the needs of people and allows them to experience the joy of doing a physical activity.
According to research, people want technologies that seamlessly weaves itself into an activity, instead of taking an activity away from them (like Robotic Digitalization).
AR allows for reciprocity and interactivity between the user and the task, and provides personalized adaption, making it more humane.
The ability to visualize data in real-time changes the way we think, act, share and even remember information. Without moving, you have the power to imagine and recreate new models in front of your eyes. Imagination is no longer limited to cognitive processes, it comes alive with the advent of Augmented Reality.
The biggest ‘aha’ moment in the AR industry was the launch of the game ‘Pokemon Go’ in 2016. This game required the players to physically explore new areas and discover new virtual pokemon. At its peak, the game had around 45 million users.
AR has been commonly used in everyday applications for the last couple of years, but people are not completely aware of it. The exceedingly viral Snapchat doggo filter, the marking lines seen on the television during any sport event and the face avatars (Memoji by apple) all use augmented reality technology.
IKEA has used AR to help buyers make better-informed decisions while buying furniture. The buyers can now test a product in real-time and see exactly whether that table will complement the wall colour before you press the pay button. Sephora has used advanced AR tech to allow customers to virtually ‘try’ cosmetic products according to their skin type before purchasing.
Currently, all industries have been completely shut down, businesses have resorted to remote work in order to continue. In this new reality, AR, a highly collaborative tool is making life easier to be connected virtually. It has also been significantly useful in the fight against Covid-19.
To set-up air ventilation systems in the historic Huoshenshan Hospital, the 1000 beds facility in Wuhan to control the virus, an Indian Startup-Blinkin, teleported highly qualified German engineers directly to the hospital facility. The only way this was possible was with the help of advanced mixed-reality technology where they enabled engineers to remotely share information, with the team in Wuhan, and observe in real-time how it is being done.
This hand-holding experience is much more than the normal video call. It was like a virtual Alexa but with eyes and the ability to understand and intervene, instructing whenever necessary. Seamless transfer of skills and knowledge virtually is what we need now to fight this war collectivity (and in the future).
To break the novel COVID-19, SARS was critically examined to look for similarities and differences. Researchers at UCSF (University of California, San Francisco) used high-resolution 3D modelling tech for the SARS virus to find out key results which will help further research. AR combined with VR is already being used at numerous medical fields assisting specialists in complicated tasks. Learning through AR becomes very intuitive and highly interactive. It allows for increased precision and attention. Therefore, using AR technology becomes a necessity in training medical staff and students.
OnePlus, emerging global smartphone company, is a high believer in new upcoming technology. COVID and the lockdown could not stop them from launching their flagship smartphone OnePlus 8 pro in April. For the first time, they launched a phone virtually for their dedicated fans globally. They took to AR to showcase unboxing their product to their user base, giving them a similar experience to a ‘live’ launch.
The Augmented Reality industry is expected to reach USD 125 billion by the year 2026, with a CAGR (compound annual growth rate) of 48.6% for the forecasted period, according to a report, published by Business Fortune Insights. It is worth mentioning that in 2018 the global AR market was valued at USD 5.840billion. This exponential growth prediction in the industry is due to the wide-scale applicability the technology has in major industries. Gone are the days when AR was associated with only hand-held devices, in the coming years it will be part of our everyday life. Industries can adapt to AR to merge with their existing products, giving them a competitive advantage and providing a smoother customer experience.
Where can we find new opportunities?
EdTech
Online Education has already seen a significant market growth and continues at an impressive rate. Imagine how a technology as collaborative and interactive as AR can change the way students learn. Through digital modelling, overlays, and bringing learning to life (or at least in 3D) would have remarkable advantages for a learner.
Smart classrooms in schools and universities can be made more collaborative by making them AR-enabled. Complex problems are better understood with 3D modelling.
Not only does AR lead to a better practical learning experience but has shown a higher attention, satisfaction and confidence in students. Mondly- a language learning app, is using AR to make learning language a real-life experience.
Retail/Online Experience
Deciding what to buy is always an arduous task to complete. Every time before buying we want to ‘try-it-on’ and be sure of what we purchase.
Allowing AR to co-exist in brick-mortar stores would completely change the shopping experience for buyers.
You could check how that watch, shades and that dress would look together through interactive modelling layers of yourself. Cool, yeh?
It’s an everyday phenomenon to return the online goods that you thought you would like, but you did not. AR allows you to experience your next look by ‘trying-it-out’ in real life, saving you the time and energy used in returning goods. The new table clock that you just discovered would complement well in your room!! All thanks to AR. Companies would be keen to adopt these new technologies which will not only amplify their current user experience but will bring them, new customers.
Lenskart-Online Eyewear Store, has a ‘try in 3D’ feature which allows you to try before you buy. DecorMatters- AR/AI led interior design company allows you to virtually create your dream house.
Manufacturing and Engineering
In an industry where there is a demand for continuous production and non-disruptive performance, this transformative technology can turntables for the companies. Constant prototyping of products, complex inventory management, real-time employee instructions, increasing product quality and prevention of potential disruptions all have great advantages when AR technology is used.
Maintenance of industrial equipment can also be optimised through AR. Mitsubishi Electric is already using maintenance support AR technology in their daily operations.
Wearing an AR headset or pulling out a smartphone can take you to the exact location of the product in your inventory, making operations highly efficient. Handheld AR displays/ Tabs can provide real-time data to control teams who would ensure overall quality checks remotely.
Porsche’s production facility in Germany was one of the firsts to adopt this technology. Almost every facet of a manufacturing process can have a virtual simulation. AR can not only lead to high cost-efficiency but increased production due to reduced production rundown time and improved overall manufacturing process.
The aforementioned examples are just a few representations of a larger trend that is unfolding in front of us.
Key Market Drivers
Fast Connectivity 5G Technology
The high-quality interaction between the user and the technology would only be possible with lightning data connectivity. Bless us, 5G will only boost the Augmented Reality adoption in the coming time. Not to forget the widespread penetration of smartphones around the world is at record high levels.
Technology-Enabled Future
All the earlier perceived barriers to adapting new technology have already fallen due to COVID. Thus under an unknown atmosphere, consumers will have a higher motivation to use advanced technologies to solve complex problems.
To Conclude…
Corona Virus will act as an unforeseen catalyst that will lead the world into transitioning to a new phase of technological advancement.
One of the reasons for the low adoption of this technology despite the high positive ROI from previous pilots, was due to the unwillingness of enterprises to go through a behavioural change.
Now when a behavioural change is thrust upon them, it would be more acceptable to re-configure their operating models, adapting new technologies to their organizational culture.
AR firms can link digital and physical worlds and empower real-world collaboration making it optimal for firms to continue operations and adjust to the new world order.
AR now will be a transition from the ‘nice-to-have’ feature to ‘need-to-have’ technology for enterprises in order to sustain.
Generally till now, AR has been used in ‘specialised’ fields only. But now, AR needs to be accessible directly to the consumer.
This is a watershed moment for the AR industry. This is probably the best time to enter the industry, because a momentum has been created to apply AR in new creative ways to solve existing problems. Consumer empathy is always at the core of businesses, and now the time mandates enterprises to adapt interactive technologies to make customer experiences seamless.
Even though, relatively, this is a new technology, AR will take the front seat in steering how businesses operate in future.
