The Next Evolution for Augmented Reality

Augmented Reality (AR) has been around in various forms for quite a while now – in fact, one of its first uses surfaced around 2000 in the shape of an AR-enhanced version of the game Quake. Since then, AR has been the subject of much conversation – not least about when it will realize its full potential and move away from the hype and gimmicky uses that we currently see. I’m writing to tell you that AR has evolved and it’s here to stay, as we move away from mere brand led activity and towards a mobile and social platform where users are the content creators.
Recent research shows that mobile augmented reality is expected to accelerate at a rapid pace by 2015, following a recent surge in the market. In fact, mobile augmented reality is estimated to top $1 billion annually by 2015, as consumers and businesses are becoming increasingly more familiar with mobile applications and services that use AR.
Since the dawn of AR, innovative brands were quick to pick up on the trend; Nestle, Unilever and Heinz have all recently used AR in their creative campaigns. Some of the most well known uses of AR in marketing strategies have been by retailers. We saw plenty of headlines pondering how AR changing rooms could change the future of shopping, whilst Airwalk’s AR-based invisible pop up store encouraged sneaker fans to use their smartphone app to hunt out the store (thus finding their exclusive shoes!). Last year, was saw that video games that incorporate AR accounted for 40 per cent of AR downloads and this will no doubt help push the industry in 2014 and 2015.
But AR needs to continue to evolve. Why? Well, while brands enjoyed the hype and rewards from user experiences with their campaigns, and video games see the added benefits of AR features, it has been all too easy for the users of AR to become disengaged – once they’ve tried it and seen the content, there is often very little chance to interact with the content.
Instead, the key to re-engage users is to actually get them involved creating the content themselves and sharing it with their friends and followers too, not just scanning and revealing. We’re really interested to see is how users evolve from mere consumers of AR into content creators as they begin to add photos and videos to the objects and images around them with Taggar, our new social augmented reality app.
What differentiates Taggar from other new AR platform is that it’s own social network, showing users which images and objects have been tagged and making them curious to discover the content that has been added by fellow users and brands. But crucially, whilst the technology is already available on smartphones now, but is also built to work to work on newer technologies like Google Glass. The shift to wearable devices will be crucial to the future of AR, completely changing the way we experience the world around us and proving the potential of AR in our everyday lives.
Via: The Wall