Shazam for AR!

Technowize Magazine - - Coverstory -

For many years, pa­trons were asked to turn off their mo­bile when they en­tered a mu­seum. Now, vis­i­tors are en­cour­aged to use them with tech­nol­ogy like aug­mented re­al­ity, touch-screen ta­bles and cus­tom­ized au­dio tours. The goal is to en­hance the vis­i­tor’s ex­pe­ri­ence while keep­ing the art­work front and cen­ter. View­ers at ex­hi­bi­tions like Dalí’s 1935 paint­ing “Ar­chae­o­log­i­cal Rem­i­nis­cence of Mil­let’s ‘An­gelus,’” can ex­pe­ri­ence the AR trip.

The first real ap­pli­ca­tion was seen in Jan­uary 2017, when Ger­man au­tomaker BMW launched aug­mented re­al­ity deal­er­ships where cus­tomers will be able to view hy­brid and elec­tric bmwi cars. Smart­phones equipped with Google’s Tango tech­nol­ogy can pro­duce a life-size 3D im­age of the car on the en­vi­ron­ment vis­i­ble through the cam­era. Cus­tomers can open car doors, ac­ti­vate lights, or change the in­te­rior and ex­te­rior color scheme at the touch of a but­ton. it’s one of

the first-real ap­pli­ca­tions that in­ter­ac­tion with a dig­i­tal model in real time.

Although, one of the most fa­mous AR ap­pli­ca­tion was from Na­tional Geo­graphic in 2011. Through the AR setup (a dig­i­tal screen and high-pow­ered cam­era in front of an AR marker), shop­pers could see them­selves in­ter­act with rare or ex­tinct an­i­mal species. in 2013, Coca-cola Co. in col­lab­o­ra­tion with WWF cre­ated an im­mer­sive 3D aug­mented re­al­ity ex­pe­ri­ence to launch their Arc­tic Home cam­paign in Lon­don. it was aimed to raise aware­ness of how the shrink­ing sea ice af­fected by cli­mate change is threat­en­ing the fu­ture of the po­lar bear. in 2011, Dis­ney showed car­toon char­ac­ters on a large screen in Times Square in­ter­act­ing with peo­ple on the street. Skoda ran a cam­paign in 2015, plac­ing an AR mir­ror in Lon­don’s Vic­to­ria sta­tion, so com­muters could cus­tomize a car and see them­selves driv­ing it on a large screen.

As seen, such ap­pli­ca­tions of AR tech­nol­ogy are used to en­gage cus­tomers at events or in public spa­ces. This type of tech­nol­ogy con­tin­ues to ad­vance. Not sur­pris­ingly, the fash­ion-in­dus­try has taken the ex­pe­ri­ence of looks cre­ation to a whole new level. Lon­don-based Ho­li­tion and agency Coty re­cently launched an AR app for the make-up com­pany Rim­mel based on its Get The Look tech­nol­ogy. it al­lows a con­sumer to scan the make-up of another per­son or an im­age and then im­me­di­ately try that same look on his or her face. Rim­mel fol­lows the foot­steps of nu­mer­ous other beauty brands like L’oreal, Cover Girl and Sally Hansel, launch­ing AR try-on tools.

AR can be in­cred­i­bly valu­able for ex­plor­ing his­tor­i­cal, cul­tural, and geo­graphic as­pects of an en­vi­ron­ment. Apps de­vel­oped, par­tic­u­larly tout­ing the use of AR, have be­come more widely

used in the re­cent years. For ex­am­ple, Google Trans­late, an app in­stantly trans­lates a sign or any other text, into a lan­guage you can read and ap­pears live on the screen in the form of aug­mented re­al­ity.

Google Sky Map, can help you iden­tify stars and plan­ets if you just point your cam­era view to­ward the sky. The Mu­seum of Lon­don has an app which shows how the par­tic­u­lar Lon­don Street you’re stand­ing in used to look in the past – all you’ve got to do is point your phone cam­era at it for the aug­mented vi­sion to ap­pear on your phone screen.

Mean­while, at­ten­dees at the Sun­dance Film Fes­ti­val will use AR to hang out with “Mad Men” star Jon Hamm, or assem­ble a hu­man brains, as the mak­ers of the tech­nol­ogy seek to en­gage film­mak­ers. Hamm will ap­pear on the mo­bile screens on at­ten­dees as if he is in that lo­ca­tion, and in­ter­act us­ing pre­re­corded phrases.

Com­pared to other in­dus­tries, ad­ver­tis­ing has been par­tic­u­larly ag­gres­sive about pur­su­ing AR for sto­ry­telling and in­ter­ac­tive ad­ver­tis­ing. in 2013, bri­tish Air­ways placed a hu­mungous AR bill­board in Pic­cadilly Cir­cus. As a bri­tish Air­ways flight flew over the board, a ba ad be­gan de­pict­ing a child look­ing up and point­ing to the ac­tual plane in the sky as it flew past. The ad was a mas­sive suc­cess with the of­fi­cial video gar­ner­ing over 1.5 mil­lion views on Youtube.

De­spite the fuzzy start, in­sid­ers are feign­ing a unique sense of op­ti­mism. At the 2016 Gart­ner Hy­per Cy­cle, in­dus­try lead­ers ex­pect vir­tual and aug­mented re­al­ity to emerge from the “trough of dis­il­lu­sion­ment” and as­cend the “slope of en­light­en­ment” to achieve wide­spread adop­tion within five to 10 years. On the other hand, ma­chine-learn­ing, self-driv­ing cars, and smart ro­bots will be­come the “peak of in­flated ex­pec­ta­tions.” Ac­cord­ing to the con­sul­tancy Digi-cap­i­tal, last year in­vestors con­tribut­ing nearly seven hun­dred mil­lion dol­lars into V.R. com­pa­nies, more than dou­ble the amount that was in­vested in 2014. The fig­ure was more than a bil­lion dol­lars in 2016 for V.R. and aug­mented re­al­ity, and is ex­pected to grow to a hun­dred and twenty bil­lion

dol­lars by 2020.

Con­tent de­vel­op­ers, tech in­vestors, me­dia ex­ec­u­tives and en­trepreneurs are fo­cused on ex­plor­ing the amount of VR con­tent avail­able to con­sumers while still de­liv­er­ing a high-qual­ity ex­pe­ri­ence that will con­vert first-time users into de­voted fans. This means, aug­mented Re­al­ity will in­cre­men­tally im­prove the mil­i­tary, in­crease real-es­tate sales, im­prove ed­u­ca­tion, trans­form jour­nal­ism and rein­vent fine din­ing. There have also been claims that it will re­vive the econ­omy, with new col­lab­o­ra­tion and vi­su­al­iza­tion tools to en­hance work­place pro­duc­tiv­ity.

Ap­ple CEO Tim Cook, has hinted at the com­pany’s in­ter­est in AR tech­nol­ogy.

“i do think that a sig­nif­i­cant part of the pop­u­la­tion, of de­vel­oped coun­tries, and even­tu­ally all coun­tries, will have AR ex­pe­ri­ences ev­ery­day,” said Cook. “it will be al­most like eat­ing three meals a day, be­cause it will be­come that much a part of you.”

Mi­crosoft is now part­ner­ing with the likes of HP, Dell, Len­ovo and Acer, which will later re­lease AR head­sets based on the Hololens tech­nol­ogy. With Mi­crosoft Hololens in­spired MixedReal­ity Head­sets users will be able to usher in the next evo­lu­tion for AR tech­nol­ogy. For ex­am­ple, a foot­ball com­men­ta­tor of­fers an as­sess­ment of the start­ing 11 in a foot­ball match, as dig­i­tal ver­sions of the play­ers ap­pear in front of them on the desk. For Mi­crosoft, it’s a great way to en­able us to “in­ter­act with them in the same way we in­ter­act with phys­i­cal ob­jects.”

Each of th­ese ex­am­ples show how AR has evolved to com­ple­ment and trans­form the way we ex­pe­ri­ence prod­ucts and their sur­round­ings. in short-term, the re­sults of each of th­ese prod­ucts are of­ten poor. Distinctly, with the ad­vent of wear­ables and the in­ter­net of Things, con­sumers ex­pect highly cus­tom­ized so­lu­tions and in­stant ac­cess to de­tailed per­sonal data. Of course, the po­ten­tial for gains ex­ist be­cause AR is re­in­forc­ing con­sumers’ ap­petite for cre­ative vi­su­al­iza­tions of con­tent.

IM­AGE: Rev­o­lu­tion­ary ‘Get the look’ tech­nol­ogy‘get the look’ tech­nol­ogy

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