Until recently it was easy to reject magnified reality which at best was a luxury addition to mobile phones, at worst a gimmicky marketing stunt. From Pokémon Go to Android's AR Face Filters for Snapchat's Lens Studio. AR applications can (literally and figuratively) be changed, but at the core were quite fun, not fundamentally changed business models.
But while the repulsive display of AR may apply to some of its multiple headline applications, which is more important in the growing space. The latest evidence: Longtime Apple's executor Frank Casanova has been named the company's first senior director of worldwide product marketing for magnified reality, signaling the tech giant's commitment to make his mark in AR.
Apple is almost not alone. Google is experimenting with a Google Maps AR feature that allows users to follow instructions from their smartphone cameras in real time. In addition, following the recent $ 72 million acquisition of the AR startup Blue Vision Labs, Lift AR utilizes a feature that allows drivers and passengers to highlight each other's position using their real-world views.
While these developmental signals are growing interest in AR applications that go beyond explicit Snapchat filters, Apple's creation of a new position dedicated to AR creates an even more important shift to a new reality where AR becomes a central part of tech giants & # 39 ; businesses. Casanova's agreement then sets a benchmark for the industry as it continues its concentrated efforts to bring AR into the real world, including industrial and commercial applications.
In fact, AR's enormous potential has already been demonstrated in a number of uses, from public security to broadcasting to infrastructure. As AR developers train their views on industrial and commercial consumers, the benefits of technology will be even more distributed, with the companies ahead of time ready to reap the greatest benefits.
AR's search and rescue applications emphasize the literally lifesaving promise of technology. Emergency services organizations have used AR for my company, Edgybees, to overlap important information ̵
In less bad – but definitely more entertaining – situations, AR offers significant broadcast enhancements. During the last Super Bowl, CBS used Sports AR technology to give viewers a thorough insight into playing on the pitch, and golf fans who watched the PGA Tour had access to an app that offered a 3D look at green action. To demonstrate that AR's broadcasting potential extends far beyond the sports world, the Weather Channel has increased its coverage of hurricanes and firefighters with sunken displays underneath airborne reports showing hurricane pathways and the dynamics of fire birds spreading and spreading.
Even heavy industry claims a piece of the expanding AR cake. Case in point: Caterpillar uses the technology for both sales and services. The company's Liveshare tool uses AR-based live video to enable technicians to work with users for a whole new level of customer support, enabling more efficient purchases and troubleshooting processes.
Where do we go?
What does AR's increase mean? for industry and society? If Apple shows serious commitment to its new AR operation and follows through on its mission to set up a technology-dedicated department, there is a good chance that AR will be as ubiquitous as the iPhone itself. Given AR's diverse range of benefits, it's a prospect worth embracing.
As AR is refined and becoming increasingly prominent, more players will have a slice of the apple. Those who focus on AR's real benefits – as opposed to saying, build a better Pokémon Go – will be best positioned to capitalize on the growing AR market, as forecasts will reach $ 61.4 billion by 2023 as demand grows from public health services for public security for retail and e-commerce.
AR has the potential to initiate transformative advances when exploiting the public good and the needs of today's businesses, not just frivolous improvements in the gaming world. Make better decisions, make people and processes more efficient, increase safety, and enhance life experiences.
Adam Kaplan is co-founder and CEO of Edgybees, world leader in visual intelligence technology. The software platform improves drone video footage to give customers across different industries the opportunity to understand a complex scene immediately .