After some forays into Virtual Reality (VR), Dell EMC, for example, forged a partnership with AR headset manufacturer Meta in January to become the first authorized reseller of the Meta 2 Augmented Reality Development Kit.
Adobe believes AR could be “bigger than the web,” according to Chief Product Officer Scott Belsky. That’s why the company is working on Project Aero, a tool designers and developers can use to create immersive AR experiences.
Similarly, Apple’s iOS 11 is AR-friendly, introducing ARKit. The software makes it easy for devlopers to design AR experiences specifically for iPhone and iPad devices.
Microsoft released HoloLens, an AR headset that brings virtual images and information into your line of sight, allowing you to interact with both the physical and virtual worlds simultaneously. The company is working on the second iteration, scheduled to debut in 2019.
And these are only a few of the augmented reality developments taking place thus far.
IDC forecasts global spending on AR and VR combined will grow from $11.4 billion in 2017 to $215 billion in 2021. That’s a compound annual growth rate of 113.2%. And while VR headsets are leading today, AR headsets are expected to surpass VR versions in 2019.
London-based mergers and acquisitions advisory Hampleton Partners breaks out augmented reality on its own, projecting the AR market to grow from $4 billion in 2016 to $161 billion in 2020. That’s an increase of $157 billion in just four years.
What is augmented reality?
Before we can fully grasp how AR can improve business practices, we need to understand what it is — and what it isn’t. So let’s define the terms:
- Augmented reality combines the physical and virtual worlds by overlaying digital images in your physical view. It uses smartphones or tablets to add images or information to your device as you scan a room, for instance. It can also be projected through glasses you can see through that include a type of computer screen in your field of vision.
- Virtual reality involves looking into goggles you can’t see through, where each “lens” displays a digital image. It’s a similar concept to the retro 2D viewfinder children’s toy, but way more detailed and engaging. VR immerses a person completely in a digital experience, mentally removing them — at least temporarily — from the present.
- Mixed Reality (MR) is a term Microsoft created to describe the combination of seeing and interacting with both the physical and digital worlds at the same time. Others use the term to refer to the combination of virtual and augmented reality.
“The differentiation” of MR “is that it combines perception of the physical space around the user with a virtual 3D space,” explains Jason Ioffe, a software architect of emerging technologies for Insight’s team.
“This is in contrast to virtual reality, which completely obscures and replaces a user’s perception of the physical world,” he adds. “Furthermore, it differs from common augmented reality in that virtual objects interact with real, physical space rather than simply being overlaid like a heads-up display.”
Business benefits of augmented reality
All three of these technologies are already being used in business settings and are making a difference in the employee experience, as well as the customer experience. But AR lends itself most to widespread business use.
“We believe that combining the capabilities of machines with humans’ distinctive strengths will lead to far greater productivity and more value creation than either could generate alone,” reports a Harvard Business Review (HBR) guide.
Improved productivity is one of the biggest advantages of embracing AR. But how does the technology foster that? By overlaying reference information directly in an employee’s view, AR empowers workers with the information they need exactly when they need it.
This capability lends itself well to training applications, which can help workers quickly develop skills they’re lacking for certain jobs (more on that later).
Besides greater productivity, other business benefits of AR include improved communication — especially among teams in different parts of the world, real-time interaction, greater efficiency, employee satisfaction, anytime access, a controlled environment and step-by-step guidance for difficult tasks.
Wearables vs. handheld devices
The real advantage comes from wearable AR technology rather than using it on devices. “By wearing the AR technology instead of using it on a smartphone or tablet, workers can get the information they need at the exact moment they need it,” according to a Society for Human Resource Management (SHRM) article. “If they leave their workspace to find a part, for example, AR goes along to help identify the correct piece.”
A Harvard Business Review article concurs. “Wearable augmented reality devices are especially powerful, as they deliver the right information at the right moment and in the ideal format, directly in workers’ line of sight, while leaving workers’ hands free so they can work without interruption.” In doing so, wearable AR shortens the time it takes to complete