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Augmented Reality. Not something that belongs in the world of sci-fi, but in real life, as we know it today. And will experience tomorrow.

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Augmenting Our Reality

- Dr. Jai Ganesh

2 | Infosys

Among all the user interaction technologies and applications out there, augmented reality is one of the most compelling, and so versatile that it can be leveraged along with any of the global megatrends shaping the opportunities and challenges facing tomorrow’s enterprises. And, what are these global megatrends? In a nutshell, these are the growing tribes of digital consumers, increasing relevance of the emerging economies, new commerce, the need to build smarter organizations, the pervasive sway of computing in our lives, healthcare coming to the fore across economies and the rising concerns around a sustainable tomorrow. While not all trends are directly relevant to all organizations, they are still useful in identifying those opportunities worth pursuing and providing direction to prioritize investments accordingly. Using augmented reality technology, especially in conjunction with mobility, social networking and location-based services, organizations can exploit opportunities - to differentiate and grow - presented by these trends.

The essence of the augmented reality-mobility-location-based-social networking combine is a richer, more immersive experience over desktop and mobile devices – an experience that is unique because it occurs at the point where the real, virtual and social worlds intersect. That’s a proposition, which resonates across all businesses, geographies, segments and events.

Consider some of the ways in which retail enterprises can leverage augmented reality to serve their digital consumers. They can provide users with a rich, interactive and immersive experience over a number of devices including mobile phones, desktops, tablets, television, head-mounted devices and such like. Augmented reality scores over several existing solutions with the immersive nature of the experiences made possible. For instance, it can help consumers visualize simulations of products in a ready-to-wear catalog to “put together” a virtual ensemble, and help them make up their minds by offering suggestions based on the choices made by other buyers. Or it can show a buyer of pasta a video demonstration of different recipes downloaded using a smartphone, off a “marker” on the package. It could even help a customer with interior design and to visualize a room, using furniture models that are superimposed on images of his room.

While augmented reality has gained popularity in developed markets, it is gaining adoption in emerging markets, driven by the widespread availability of high performance and low cost hardware and software. Augmented reality, for instance, can improve the day-to-day lives of developing nations’ rural poor by enabling social workers to give video demonstrations on important issues such as health and sanitation. It can also bring to life animations in books to facilitate a new way of interactive storytelling and facilitate group projects across borders while sharing the same virtual screen.

The rising cost and criticality of medical care has awakened a new health consciousness. Patients, who have become more vigilant about disease prevention and medication, want greater control over health decisions. Augmented reality, mobility, location-based and social networking applications can fulfill this need by providing self-service – for instance, allowing patients to interact with a kiosk inside a pharmacy to receive advice on the best course of action given a set of symptoms, source alternative remedies from a peer group, or scan a marker to receive instructions on how to use home medical equipment such as a nebulizer.

The technology also facilitates new forms of commerce by embedding product information in the marker, thereby enabling the customer to point the mobile device at the marker and engage in shopping, product browsing and such like.

While the science behind augmented reality has been around for a few years, the world has done little with it, other than showcase it as a fancy way to locate the nearest restaurant or ATM in an unfamiliar city. While interesting applications of this type are growing in popularity, it is also opening up avenues for new and exciting applications, scenarios and possibilities.

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It similarly enhances the experience of pervasive computing. Imagine being able to read detailed technical information and user reviews off a surface inside an automobile that one is test driving before considering purchase, or receiving voice-based safety instructions for a new piece of engineering equipment on the shop floor.

Simplicity, collaborative learning and the ability to adapt characterize smarter organizations. Augmented reality solutions make the evolution easier by facilitating communication over borders through sharing and interactive displays.

Creating a sustainable tomorrow for future generations is a top priority of enterprises, as are issues such as ethical business and sustainable sourcing. Organizations can gain – as well as offer – clearer visibility into their supply chain by embedding augmented reality applications inside their websites, collateral, raw materials and finished products. A typical example could be a video that lays bare the production process and working conditions at a multinational company’s factories around the world.

Not only that, augmented reality technology itself contributes to sustainability by eliminating or

optimizing the use of paper resources. And in doing so, augments reality in a very real way.

About the Author

Dr. Jai GaneshPrincipal Research Scientist at Centre of Innovation for Tomorrow’s Enterprise, Infosys Labs

Research and innovation leader with expertise in intellectual property creation, thought leadership, technology strategy and new product development. Jai obtained his PhD in management from Indian Institute of Management Bangalore (IIMB) and also hold an MBA. Jai is a recipient of the Chevening Rolls-Royce Science and Innovation Leadership scholarship at the University of Oxford. His research focuses on Pervasive Computing, Adaptive enterprises, Hypercompetitive businesses, Social Network Analysis, Social Media, Social Movements, Web Accessibility & Usability, Augmented Reality and Immersive Interaction Technologies.

Jai has also published in a number of leading peer reviewed journals and conferences and serves as a reviewer for a number of peer-reviewed journals and conferences. He conceptualized and led the development of iProwe which is the first patented product for Web Accessibility & Usability Assessment and Remediation.

© 2012 Infosys Limited, Bangalore, India. Infosys believes the information in this publication is accurate as of its publication date; such information is subject to change without notice. Infosys acknowledges the proprietary rights of the trademarks and product names of other companies mentioned in this document.

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