Augmented reality (AR) enhances the real-world environment by overlaying digital graphics, sounds and location-based information. AR on mobile devices allows users to view an enhanced version of the world through their device. Examples include using AR for shopping, translation, branding and healthcare. AR engagement is growing rapidly, projected to include over 1.6 billion AR-enabled phones by 2015 and annual revenues from AR mobile apps reaching $732 million by 2014. When done well, AR becomes a useful tool, but must create experiences that could truly only exist through AR to have value.

2. What is Augmented Reality
AR is a live, direct or indirect, view of a physical, real-world environment
whose elements are augmented by computer-generated sensory input
such as sound, video, graphics or GPS data.
While augmented reality has applications for desktop environments, it is
in the mobile space that the true power of AR shines. Mobile AR
experiences allow the user to use their mobile device as a window into an
enhanced version of their world, layered with information.

3. AR Stats
 197 million augmented reality-capable smartphones in global market
 Currently 150-200 million mobile augmented reality users, up from
600,000 in 2010
 By 2014, total annual revenues from AR-enabled mobile apps will reach
$732 million, up from less than $2 million in 2010
 In 2014, 30% of mobile subscribers having data plans in mature markets
will use AR at least once a week
 In 2015, over 1.6 billion AR-enabled phones will be present in market

4. The camera on a device is
pointed at an object or the
world around it, and
information is layered onto
the image that is seen on
the screen.

5. A variety of shopper apps allow you to “place” pieces of furniture in their homes to help
them make a shopping decision. Shoppers can then purchase within the app. Layering is
used in a variety of apps like Nearest Wiki, using the devices gps function to become a
“heads-up-display” for the world around you.

6. AR is being used by a variety of retailers and manufacturers to allow people to “try” on
their wares in the virtual space. In these examples, Converse allows you to point your
camera at your foot and you can see what each shoe would look like. Ebay lets you try on
pairs of glasses to find the right shape for your face. Both elements move with you.

7. Wordlens delivers
instant translation
between Spanish and
English. It “magically”
replaces the words in
whatever you aim the
camera at in real-time.
The Heinz example is
one of many that use AR
to give a brand
experience while looking
at the product through
the lens. Many of these
experiences are used
primarily for the
gimmick/newness factor
as the information given
can be delivered
conventionally.

8. Reflective AR is used to see yourself interact
with virtual elements. A barcode “marker” is
typically used to engage in the AR experience.

9. In the majority of these
experiences, people are
given a printed piece
and asked to put it in
front of their webcams.
As you move the printed
piece around, the
software adds a 3/D
image layer to what you
see on your computer
monitor.
We are wary of many of
these experiences as you
can see by the
“enthusiasm” seen by
these typical AR
engagers.

11. Augmented reality, when done well, becomes a truly useful tool that increases your
engagement with brands and the world around you.
When done poorly, or for the wrong reasons, AR becomes a costly way to provide
lackluster brand experiences.
The question to ask to determine if AR is right for your objective is: Are we creating
an experience, or providing a tool, that could only come to life through AR?
Giving an informational window to the world—YES.
Delivering recipes or playing a traditional video—NO.

12. AR in Healthcare Example
MOBILE MEDIC
Concept: In order to recruit medical students to worthy of a Defense Force
University Sponsorship and immerse them as a Medical Officer, the app
allowed students to x-ray, scan, diagnose and treat a series of patients on
posters using true-to-life diagnostic techniques such as CT scanning, X-ray,
Angiogram, Stethoscope, ECG and Ultrasound

13. Mobile Medic

14. AR in Healthcare Example
VIRTUAL NURSE
Concept: Assist people in taking their medication by using a virtual nurse
For most people, taking different medications can be difficult to track and
manage. Information about each medication is not always easy to access, and
there is no real time feedback about the effect of the medication and the
health status. The virtual nurse provides alerts and reminders about
medication times, and uses AR to capture information about the medication
and then records what was taken and when. It simplifies the process and
provides valuable information to both the patient and the caregivers.
Other uses: Keep track of vitamin schedule; better visualization of patient’s
anatomy during surgery; obtain patient medical history

15. “Virtual Nurse”