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Augmented Reality

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G J

on 17 March 2013

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Transcript of Augmented Reality

Augmented Reality? Enhances a users experience of their environment, or tacit reality, with explicit information Real
Environment AugmentedReality Virtual
Environment Augment Virtuality Virtuality Continuum Is context aware in terms of the users position and surroundings Involves the real time overlay of relevant text, graphics and audio, of users sensory inputs Why is AR Important, Today? Rapid technology convergence especially through the advent of smartphones is making accelerating mainstream adoption which is predicted at 5 to 10 yrs Forrester predicts this to be a highly disruptive technology with Gartner rating it's impact as high AR marketing spend is predicted to exceed $600 billion for 2020 How is AR Useful? Discovery Information Direction Software required to combine the sensory data, content, preferences an other configuration data Underlying enabling technology equipped with GPS, accelerometers, magnetometers, cameras, etc. Core to the software is the context aware engine which is responsible for determining the users location and surroundings Content by any number of providers under one of the 4 categories: information, directions and discovery, instruction Augmented Reality An assessment of in the context of information and knowledge management and the general business environment Green 10 How does
it work? Augmented reality technology will support and extend conventional marketing campaigns Applications of AR: Marketing It allows marketers to enhance and embedd further content in traditional marketing mediums such as print media and billboards, etc Applications of AR: Sales Augmented reality can enhance the way we sell to customers Location based AR services will help customer locate products and stores AR will help customers instantaneously access product and other relevant information Instruction And enables digital brand and marketing overlays in the real world, for example virtual bill boards AR applications will allow customers to virtually experience and explore products Applications of AR: Instruction & Training Augmented reality applications will provide "in situation" instruction and training for complex tasks. Maintenance and operation of complex machines and devices will be made simpler and more efficient. This should also reduce the error rate of staff operating them Training through AR should be more effective and relevant for trainee as instruction will be blended with the real environment Implications for IKM Augmented reality will revolutionise IKM both in terms of benefits and new challenges Acquisition of knowledge will be significantly enhanced as first person perspective information will be accessible through medium video and audio recordings. It will also move us closer to better capturing tacit knowledge This will create a dearth of information available and the trick will be to identify that which is valuable. It will also open new questions around privacy The volume and richness of the data will create significant challenges around the efficient storage, ordering, cataloging, referencing and retrieval of the data. AR devices will offer a new and rich channel through which information and knowledge can be disseminated to groups and individuals. Significant challenges will exist in determining what information is required and appropriate for the user. The other challenge will be in effective rendering of the information in context of user personal preference as well has device capabilities Implications for CIOs Will require greater and better integration of various systems drive by demands for diverse, rich and interactive data emerge from AR applications Will require more advanced and efficient content management and rendering engines in order to effectively deliver and acquire content to and from AR devices Clear data management, security and privacy policies, controls and systems will need to be implemented in order to manage the dearth of data Data storage needs will increase significantly Potential Pitfalls Audience appeal for this new technology will vary and be quite niche initially There will be a significant learning curve considering the novelty of the new technology Bad user interfaces will deter users. Effective user interfaces will mature over time. Early adopters should be especially wary User privacy considerations will be key especially considering the technology will be tightly integrated with location based services Lack of standards and mature technology will certainly create compatibility issues Expectations/Adoption 2010 2014 2021 2016 >10% 35-45% 75-85% 2011 AR Impact Customer
Relationship Project
Organisation Commodity Service Deliverer Product
Developer Non-Adoption Risk Industry Impact Information Audit Knowledge Mapping Expert Locator Retiring Expert Experts Presentation Digital Video Storytelling Knowledge Products Innovation Idea Logger Document Management After Action Review Stakeholder Mgt Adoption of AR by Organisations (Terrelonge, 2012) (Sherman, 2012) (Technabob, 2008) (Wikitude, 2012) (Kim, 2012) (Hearn, 2009) (Henderson, Feiner,2012) (Starpulse,2009) (Gartner, 2011) (Gartner, 2011) (Sandrock 2008) (Sandrock 2008) (Milgram, 1994)
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