20-05-2010

Expert Review: “AR: A New Human Interface and the Next Killer App?”


Before AR can become a new killer app, it must be understood for what it is, a new human interface. AR is nothing less than a new way of seeing, a new mode of interacting, of enabling us to explore scenarios that don’t exist in the “real” world. By inserting ourselves in the scene, being the hero of our own game, seeing ourselves in 3-D, a kind of “reality TV’ effect takes hold.


As an emerging platform, augmented reality doesn’t depend on mobile, kiosks, window displays, or breakthrough baseball cards, however magical and engaging these deployments may be. It depends on the technology being all those things referenced a few lines up. AR apps of course have to be unbreakable; but what they really have to be is unforgettable. And technology is fundamental to attaining that precious intangible. AR needs to be viewed in that context, a technology platform that is more than versatile enough to flourish beyond digital marketing. 


Certainly, enabling web-based AR quickly opened up an enormous array of digital marketing applications. Digital marketing is still the very visible tip of the iceberg, but below the water line, there’s a vast array of applications, many of them transformative, that are poised for development, even as marketing applications mature.With augmented reality proliferating on multiple screens and in various guises within such a brief period, the challenge now is to decipher what truly is AR from what’s being billed as AR, and to understand how these very different versions, and visions, compare. Bruno Uzzan is co-founder and CEO of Total Immersion.

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