The Business Value of Augmented Reality

Technology innovations come and go. Augmented Reality (AR) and Virtual Reality (VR) have both had a somewhat rocky start. VR specifically was heralded to much fanfare decades ago, but it is only in recent years that it has started to make any significant inroads. Much of this success has been due to the wildly popular Oculus Rift VR headset. However, both Apple and Google have also contributed through the release of ARKit and ARCore.

Businesses have come to realize that this technology has promise. What was once thought only possible in film and television, now offers new and unique ways of interacting with clients and customers. However, AR and VR are not restricted to this area alone. They hold many other benefits to the business also.

The Difference Between AR and VR

We are familiar with virtual reality (VR) from shows like Star Trek and others, but what is augmented reality (AR)? Augmented reality superimposes digital images and information on items in the real world. Think about it like a Google Maps street view with all of the buildings having little name tags, so you never get lost. Alternatively, you might recognize it from the popular game Pokemon Go or Snapchat filters?

AR is starting to be used in a variety of different businesses around the world already. With AR spending expected to hit $60 billion by 2021, how and where you see AR is not a question of if but when.

How Can AR Benefit a Business?

Augmented Reality is still in its infancy; however, its potential in all areas of business is gradually being realized. While famous as a gaming tool, AR apps have many benefits far beyond gaming. One key point to recognize is that the devices used to access AR make a difference. Tools like the Microsoft HoloLens are ideal; however, the price tag can be prohibitive. Fortunately, AR can be accessed through a smartphone. While this experience is not as seamless, it is significantly more price effective.

1. AR and Shopping

AR is great for a virtual shopping trip. A consumer might know the exact make and model of a new car. However, they might be undecided on the tires, or color. By using augmented reality, the salesperson can quickly and easily demonstrate realistic alternatives in the real world. This gives the consumer a much better understanding and simplifies the buying process.

2. AR and Maintenance

In the field of manufacturing, it is not uncommon for equipment to break down. Companies cannot merely replace broken equipment; however, at times, repairing equipment can be difficult also. Augmented reality helps in this area. By using AR on a smartphone, field technicians have access to experts regardless of where they are. Information can be shared about the problem at hand with experienced technicians speeding up the repair process. Another advantage of AR is translating 2D data into a 3D world by superimposing information on real-world objects. Manuals and other maintenance material printed on paper is incapable of providing the same level of intelligence.

3. AR and Information

AR is ideally suited to tagging information and presenting it in a way that is easy to understand. Many modern vehicles now have AR-powered HUDs (heads-up displays) that let drivers know their direction, speed, and other relevant information. While GPS systems transformed navigation, AR HUDs take this a step further. Instead of the driver being forced to try and understand what the 2D map is trying to say, the HUD will provide clear guidance directly on the windscreen.

AR systems are also being used in factories and manufacturing facilities for training. Here AR provides clear step-by-step information on a variety of tasks. Detailed 2D instruction manuals are translated into 3D holograms that guide the user throughout the process.

4. AR and Visualization

AR lets you become Superman in a way with a computer-generated X-ray vision. AR technology can not only provide 3D representations of units, it can also use external input to provide extra information. AR is already being used in medical imaging from tasks as simple as drawing blood to more complex surgical procedures.

5. AR and Interaction

We have become familiar with our touchscreen interfaces in a remarkably short period of time. Prior to this we had to deal with buttons and other physical controls, but smartphones and apps have changed this form of input. AR will change it once more through the presentation of virtual control panels. These panels will only be visible through the AR headset or smartphone application and can be influenced through voice and hand gestures. This will let users with “smart glasses” simply look at an item to not only see information but act on that information.

Conclusion

Companies and businesses around the world need to understand the pros of AR and how it can benefit their overall value chain. By utilizing AR technology organizations are in a better place to differentiate themselves from the competition. In addition, AR directly impacts the overall customer experience (CX) which has a longer-term benefit for many businesses.

Building and launching AR-enabled apps and tools is not a simple process. The skills required while in high demand are in short supply. With AR it how the 3D information is presented matters. As such an understanding of UI/UX also plays a factor. This is where we can help. At NIX we have the skills needed to help build AR applications that can meet your requirements. We understand how the technology works and know how to use it to give you a competitive advantage.