4 Misconceptions Businesses Make About Augmented Reality
As Augmented Reality is making the transition from being a gimmicky big-ticket concept to a technology being used by all size companies and brands in the real world, there are a number of misconceptions about AR among most businesses as well as the general public.
AR technologies can make the real world surroundings of the user interactive and digitally manipulable. With its ability to enhance real-world objects with computer-generated perceptual information, AR is becoming more popular in the business world. Most applications of AR are being used to immersive the user into products and experiences that create brand engagement and loyalty.
There are a number of misconceptions about Augment Reality that hold most businesses back from exploring the advantages of immersive experiences. Let’s discuss the 4 most common misconceptions about AR.
AR and VR are the same thing:
Though related, AR and VR are completely different experiences. AR aims to enhance a user’s real-world experience by placing new content within that real-world experience. VR, on the other hand, completely immerses the user in an entirely new digital environment.
About the only thing similar between AR and VR is that both enhance a user’s experience with 3D content. The applicable use cases, technologies, and challenges are very different.
For example, VR requires a dedicated headset that must be tethered to a device because of the application requirements. With AR, content is overlaid on top of the user’s real-world experience, allowing users to walk around their entire environment with no restrictions. AR can also be experienced in a variety of ways, whether with head-worn devices or simply a phone or tablet.
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AR projects are expensive and take a long time to create:
It’s true that not too long ago, creating an AR experience was difficult and time-consuming, and the experiences were usually built as bespoke projects and weren’t really scalable. New platforms are allowing for templated, simplistic development for smart instruction AR tools. Most creative and innovative agencies can harness the power of AR through simplified features with creating custom experiences with less cost and half the time. In addition, hardware manufacturers are improving the core technologies within mobile devices that drive AR, helping drive its rapid adoption.
AR is only for big companies:
Previously AR was time-consuming and expensive leaving it to the giant companies like Boeing and BMW. However, these days, with tools that allow for rapid content creation, AR is being used by companies of all sizes for things like AR-enabled remote assistance, or simple installation and assembly instructions. Many brands both large and small are realizing huge gains in productivity and efficiency in their operations, which is particularly critical in small- and medium-sized operations.
Not only do companies use it for their operations, but also for creating engaging marketing campaigns that allow AR to showcase new products, engage users with immersive content, and build brand loyalty. The viral aspect of creating a sharable experience that can be produced using nonnative applications opens the doors to a myriad of marketing opportunities and creative possibilities.
AR is gimmicky and a fad:
AR is thought of as a technology that sounds great but difficult to implement. AR is said by many people to be just a passing fad or just plain ole gimmicky. The experts, however, say that the AR market is going to increase tremendously in the upcoming years. Companies have started making smartphone devices that are more compatible with AR use, which shows that AR is not a passing fad.
As for the gimmicky aspect of AR, in the past experiences and applications were used really to show that a brand was forward-thinking and believed in future technology, with no real purpose or viable benefit to the company or consumer. Now, AR is being used for more than cheesy on-screen interactions and allow consumers to dive deeper into products and interactions that matter providing benefit and value to everyone involved.
The Facts are AR is Here to Stay:
Augmented Reality in fact is here and has been around for a while. It is becoming an integral part of the marketing mix and essential in creating memorable experiences. Rather than reducing human interaction and getting people lost in alternative worlds, it is bringing about a new method of communicating, collaborating, and experiencing the real world.
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