When the pet elves popped up, AR augmented reality technology has become a talk in the streets. The game has started to heat down because the game mechanics are flawed and the AR technology is relatively basic. But its popularity shows an important message: AR technology is a major trend in the future.
AR is a technology that combines the virtual world with the real world. Apple CEO Cook believes that AR technology is an important trend in the future, and eventually AR will become an indispensable part of people's daily life.
What is the AR experience in Cook’s eyes? In fact, there are many changes and different experiences in AR technology. AR can virtualize a set of cards on your coffee table, or navigate through your car's windshield, and let customers see the makeup effect without real makeup. So, which direction does the AR industry develop?
I think AR technology has the following five development trends in the future:
1. The AR market will develop at a high speed.
Because of the subversive and revolutionary nature of AR/VR technology, it's no surprise that AR has gained a lot of attention. However, the forecast for AR market growth is still surprising. According to AR expert analysis, the AR/VR market will reach 150 billion U.S. dollars in 2020, of which the AR market will be 120 billion U.S. dollars, accounting for the majority. Considering that the AR market is just getting started in 2016, this means that explosive growth will be seen in the next three years.
2, AR technology will be mobile first
Now VR gives people the impression that there is a sealed helmet on the head, and many people think that AR will do the same. Of course, Microsoft introduced the HoloLens AR helmet, but the biggest market for AR is mobile devices. The reason is that AR technology is already compatible with smartphones, and users do not have to purchase dedicated AR hardware to experience AR content. Second, AR is very convenient to use mobile devices, consumers can pull out the phone at any time, turn on the camera, and then get enhanced content about the surrounding environment. Whether it's Google's Tango phone or Apple's iPhone7 with dual cameras, mobile AR devices are already available. In most cases, consumers using AR mobile devices are enough to meet demand.
3, AR will infiltrate and change the marketing industry
Mobile AR devices have been very successful, in part because AR marketing only requires the use of a smartphone. What is AR marketing? The retail industry has long used AR technology: virtual fitting, virtual trial furniture. . . Consumers can use AR to learn more about the details in the product. Imagine that the future brand logo is not only placed on a billboard or on a website, but can be placed anywhere in the physical world, with more exposure in front of consumers. It is also very simple to make AR advertisements. The first board of the new three-board AR can help advertising public relations and digital marketing agencies to quickly customize AR advertisements to present good interaction effects to consumers.
In addition, AR marketing means that consumers can learn more about company and product information by scanning the brand logo. The various possibilities of AR marketing are gradually being explored, and the AR advertising market will be more than twice as large as TV advertising.
4, AR enterprise market is widely used
There is no doubt that AR will become popular among gamers and individual consumers. Look at Snapchat's AR filter and you'll know. However, corporate users will also be part of the huge AR market. This is not only because companies can use AR for marketing, but also a lot of other benefits: sending real-time feedback during service or repair, increasing the flow of information in different offices, and improving operational efficiency. . . The AR can also be used for meetings: when presenting information, participants can overlay additional digital information on the file. AR is definitely going to be popular in the personal consumer market, but the value of AR in the enterprise market can make AR technology more successful.
5, AR will not be controlled by the big platform
Today's smartphones are controlled by several giants (Apple, Samsung, Google), and VR will do the same, because VR relies more on high-quality hardware than AR. AR has many platforms, such as Microsoft HoloLens, Google Tango, Magic Leap, and many open source tools to help developers quickly build their own AR applications. This will greatly unlock the creativity and flexibility of AR applications, and SMEs and individual consumers can try AR at a very low cost.
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