August 21, 2012

The concept of augmented reality has been around for quite some time now, however, we can expect to see significant advances and new applications for this technology in the near future.

To explain it simply, augmented reality involves a merge of different information layers. Usually a “real-world” layer is enhanced with additional information provided by digital layers such as sound, video, graphics or GPS data. All of the information layers are then integrated into a single application.

Gartner predicts that by 2014, 30% of mobile subscribers in mature markets will use augmented reality at least once a week. And it seems that businesses are slowly catching on and beginning to experiment with the marketing potential of it.

IKEA announced that they have begun exploring augmented reality for their 2013 catalogues. Catalogue shoppers will see special printed symbols that invite users who download the IKEA catalog app, to unlock video features and interactive experiences with products on the page, photo galleries and additional decorating inspiration.

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Mercedes Benz raised the AR bar earlier this year when they introduced an augmented reality dashboard known as “DICE”. One of DICE’s most compelling features is called “places”. When driving by an interesting place, an icon will appear on the windshield. The driver then can simply point at the icon and the system will pull up information about that point, like information about that restaurant or the landmark’s architectural style. Check out the video to see it in action:

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So, what will it look like when augmented reality enters our everyday lives? It might still be a few years away, but one day we might find ourselves in a futuristic dating situation like this one. Enjoy!

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Augmented Reality, Ikea, Mercedes Benz