Over the past few years, use of augmented reality on mobile phones has exploded. QR codes can be found on everything from buildings to garbage trucks, to gym supplements to birthday cakes. Apps are being used for everything from gaming to finding a decent slice of pizza. However, mobile AR still has a long road ahead if it will ever take its portion of the projected $350 million total AR will generate for businesses by 2014. Most applications of the technology have been overhyped and underwhelming. But, a few stalwart trailblazers have emerged recently, demonstrating the true potential of mobile augmented reality (MAR), and in the process helping to establish best practices for the technology via branding, utility, and product demos.
Branding
Augmented reality is a fun, exotic way for brands to interact with their customers. Unfortunately, most AR brand experiences leave much to be desired. However, some exceptions have illustrated the possibilities of MAR branding. For example, the Museum of London has found a way to engage users on the go in a way that’s practical, engaging, and authentic to their brand with their Streetmuseum app. The app will find, recognize, and overlay a historical photo on a location in real time. It turns a glimpse of history into a sticky brand experience for the user.
Another smart use of MAR branding is Ben & Jerry’s Moo Vision campaign. Originally conceived as a print campaign, the execution transformed into an iPhone application that allowed users to unlock a 3D AR experience from 1 of 4 specialty flavor carton lids. Each lid features a scene from a small farm where the ingredients originate. By unlocking four lids, users get access to Ben & Jerry’s iPhone background images. It engages customers, gets across a brand message, and rewards them for repeat business.
Utility
One of the biggest complaints about augmented reality is that the technology is a gimmick that serves no useful purpose. However, Ikea would beg to differ.
The Swedish furniture company developed an iPhone app for their 2010 catalogue that not only features their entire inventory of furniture, but allows users to virtually place a piece of furniture in their homes to see how it will fit. Here, MAR is a hero for both the company and the customer, fulfilling a basic need in an outstanding way.
Another useful MAR app making the rounds is Word Lens. The iPhone language app, translates foreign text in real time. It’s a useful solution for the linguistically challenged jetsetter.
Product Demos
Product demonstrations online are important because most online products lack the tangible experience consumers can get in the store. AR has made demonstrations even better, with everyone from Rayban to JC Penny developing apps to let you “try on” clothes using an AR marker and a graphic overlay. However, few are as cool as The Sampler by Converse, which allows you to take your movie fashion montage adventures to the subway or doctor’s office. The app does this with a graphic overlay from a top down view, the way you would see a shoe looking down, save the image, and even shop for it online. EBay has introduced a similar sunglasses fashion app . The new app is part of their current strategy to take advantage of mobile commerce, along with eBay Classified ads now being searchable through the Junaio app.
These apps take advantage of that fact that many people are always engaged with their phones – not just when they are mobile. Personally, I’m waiting for a Fashion Victim app that lets you model clothes on other people and then share the pictures online.
Mobile on the Move
Though its only 2011, mobile AR apps already hold much promise beyond informing you of an ATM or letting you blast space invaders. Brands are catching on to ways to give users a greater, more rewarding brand experience. Companies are thinking of ways MAR can benefit their business and their customers at the same time, with applications that are useful for solving everyday problems. Some have taken the next step to recognize the power of selling to people on the go when they’re in the process of hurry up and wait. All of this sheds a bit of light on what we can expect to see in the bright future for AR in the mobile world.
Emily McClendon is a marketing specialist at NeboWeb. She has a B.S. in Applied Biology from Georgia Institute of Technology and is currently pursuing her M.C.R.P., also at Georgia Institute of Technology. In between plotting to revamp the entire transportation system of the US to include energy efficient flying cars, she researches and explains the new frontiers of marketing.
Mobile computing is where the world is heading. I love new advances like remote deposit capture allowing me to make a deposit from anywhere, or airlines being able to inform me of flight delays through text messaging. I can't wait to see what the future holds in store for all of us.