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What is Augmented Reality
AR is a live, direct or indirect, view of a physical, real-world environment
whose elements are augmented by computer-generated sensory input
such as sound, video, graphics or GPS data.
While augmented reality has applications for desktop environments, it is
in the mobile space that the true power of AR shines. Mobile AR
experiences allow the user to use their mobile device as a window into an
enhanced version of their world, layered with information.

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AR Stats
197 mil ion augmented reality-capable smartphones in global market
Currently 150-200 mil ion mobile augmented reality users, up from
600,000 in 2010
By 2014, total annual revenues from AR-enabled mobile apps wil reach
$732 mil ion, up from less than $2 mil ion in 2010
In 2014, 30% of mobile subscribers having data plans in mature markets
wil use AR at least once a week
In 2015, over 1.6 bil ion AR-enabled phones wil be present in market

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The camera on a device is
pointed at an object or the
world around it, and
information is layered onto
the image that is seen on
the screen.

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A variety of shopper apps allow you to "place" pieces of furniture in their homes to help
them make a shopping decision. Shoppers can then purchase within the app. Layering is
used in a variety of apps like Nearest Wiki, using the devices gps function to become a
"heads-up-display" for the world around you.

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AR is being used by a variety of retailers and manufacturers to allow people to "try" on
their wares in the virtual space. In these examples, Converse allows you to point your
camera at your foot and you can see what each shoe would look like. Ebay lets you try on
pairs of glasses to find the right shape for your face. Both elements move with you.

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Wordlens delivers
instant translation
between Spanish and
English. It "magically"
replaces the words in
whatever you aim the
camera at in real-time.
The Heinz example is
one of many that use AR
to give a brand
experience while looking
at the product through
the lens. Many of these
experiences are used
primarily for the
gimmick/newness factor
as the information given
can be delivered
conventionally.

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Reflective AR is used to see yourself interact
with virtual elements. A barcode "marker" is
typically used to engage in the AR experience.

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In the majority of these
experiences, people are
given a printed piece
and asked to put it in
front of their webcams.
As you move the printed
piece around, the
software adds a 3/D
image layer to what you
see on your computer
monitor.
We are wary of many of
these experiences as you
can see by the
"enthusiasm" seen by
these typical AR
engagers.

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Document Outline

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