Exploring Augmented (Not Virtual) Reality
For those not familiar, augmented reality is not the same thing as virtual reality in that augmented reality superimposes computer generated information over the real world as opposed to just being completely immersed in a virtual world.
My perspective:
The first head mounted display used to show graphics was created in 1968 so we’ve been at this game for 60 years now. By far the vast majority of discussions here have been around consumer devices such as Magic Leap, HoloLens, Oculus, etc. Eve here though the results have been quite mixed and sales of devices have been sluggish across the board.
On the business side we have seen a few augmented things tested out on the fringes. For example giving a warehouse worker AR glasses to see information about boxes or crates. Having a technician use AR to fix a complicated wiring issue. Giving Lowe’s customers AR to see what a kitchen remodel might look like. Ford is using AR in some areas to design cars, and the list goes on.
The test/experiments are there but unfortunately, that’s where they remain. There are a few challenges
Moving from cool to valuable
AR is cool, no doubt, but can it provide enough tangible value for organizations to invest in it at scale? Would ATT or Comcast buy thousands of these devices to give to their techs when doing repairs? No.
Cost
Simply stated, the devices cost too much!
Marketing
Outside of the tech world nobody really has any clue about what AR/VR even is, let alone the devices that exist.
Business case
Although a few experiments above have been tried, I have yet to see a compelling business case that will make an organization say “omg we should invest millions in this!”
Design
People even complain about the clunkiness of the Apple Watch do you think they want to wear a giant headset? The hardware is still not sleek enough.
On the Gartner Hype Cycle AR was placed in the “trough of disillusionment” which I would absolutely have to agree with. From where I sit I give this another 5 years before we start to see major organization seriously consider investment in AR for their employees.
Some questions for you to consider/answer:
Do you agree with the 5 year time horizon?
What are the big areas that AR can disrupt at work?
Are you aware of any compelling uses of AR at work?
Would you add any other challenges to my list above?
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Jacob Morgan is a best-selling author, speaker, and futurist. His new book, The Employee Experience Advantage (Wiley) analyzes over 250 global organizations to understand how to create a place where people genuinely want to show up to work. Subscribe to his newsletter, visit TheFutureOrganization, or become a member of the new Facebook Community The Future If…and join the discussion.
