Development

Expanded Reality

Augmented Reality is evolving and becoming more widespread in a variety of applications. Since its conception, marketers and technology companies have struggled with the perception that augmented reality is little more than a marketing tool. However, there is evidence that consumers are beginning to get tangible benefits from this functionality and expect it as part of their buying process.

For example, some early adopters in the retail sector have developed technologies designed to improve consumers' shopping experience. By integrating augmented reality into catalog apps, stores allow consumers to imagine what different products would look like in different environments. In the case of furniture, the buyer points the camera at the relevant room and the product appears in the foreground.

Elsewhere, the benefits of augmented reality could extend to the healthcare sector, where it could play a much bigger role. One possibility would be apps that allow users to see highly detailed 3D images of different body systems when they move their mobile device over a target image. For example, augmented reality could be a powerful learning tool for medical professionals throughout their education.

Some experts have long speculated that wearables could be a breakthrough for augmented reality. While smartphones and tablets show a tiny part of the user's landscape, smart glasses, for example, can create a more complete connection between real and virtual worlds if they develop far enough to become mainstream.