Augmented Reality Devices & How They Will Change The World As We See It

Issue 8 of SoHotRightNow! is about Augmented Reality Devices and how they will change how we view the world.

What’s this all about?

Augmented Reality (AR) is defined as “a field of computer research which deals with the combination of real-world and computer-generated data (virtual reality), where computer graphics objects are blended into real footage in real time”. Basically, AR will allow us to view the world with a virtual overlay and provide us with a world of information as we see it.

Still don’t get it?

Well imagine you’re walking through the streets of Sydney, Australia. By using your AR enabled mobile phone camera, you will be able to see annotated landscapes, mountain names (not that there is any in Sydney), landmark descriptions and interesting stories from information pulled from sites like Wikipedia and Google Maps: even names and status updates from Facebook will be visible right next to the faces within your view!

One company at the heart of this technology is Austrian-based business Mobilzy, who specialise in software for smartphones, such as the iPhone and Google Android. Their flagship product is the Wikitude AR Travel Guide, which allows users to experience Augmented Reality as described above. Check out the video below to see what it can do.

Search points of interest

Search results may be viewed on a map

Search results may be viewed on the phone's camera screen

I know this all sounds pretty crazy and maybe a little unbelievable, but this technology does exist and it’s available. To go one step further, a company called Vuzix have invented the Wrap 920AV sunglasses that have both Virtual Reality and AR functionalities. Its compatible with most smartphones, DVD players, PCs, digital cameras and more evidently, game consoles.

As Paul Travers (CEO of Vuzix) states, “The Wrap 920AV will not just change the portable video industry, but how consumers view and interact with information. From watching a Civil War video reproduction battle re-enactment on the actual battleground to walking through the streets of New York City with an animated virtual tour guide, the possibilities are endless.”

What’s the opportunity for Telcos?

• This will provide an avenue for Telcos to create Telco specific content for their customers on their AR phone (eg. Pre-Paid recharge locations). Telco’s would need to update content online at sites like Wikipedia or Google Maps for AR to display through a user’s screen.
• This could form into a new advertising medium – not just for Telcos. For example, Coca-Cola may be able to purchase advertising rights to advertise on the roof of the Sydney Opera House, which could only be visible in Augmented Reality.
• This gives birth to a whole new creative medium for marketing campaigns. For example, a Telco could run an orientation-type treasure-hunt competition for their customers.
• AR technologies could lead to users creating their own Augmented Reality, similar to SecondLife, where users could replace real objects like the Sydney Opera House with things like castles. This could then offer Telco’s an opportunity to create their own objects or spaces that customers can use for their own Augmented Reality.

Information in this post was adapted from Mashable, by Jennifer Van Grove, 6 January 2009.

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