Published on December 12th, 2019 | by Emergent Enterprise0
WebAR to Wearables: AR’s 2020 Outlook
Augmented reality continues to make inroads in the enterprise in areas outside of marketing such as onboarding and training. Casper Thykier posts at arinsider.co on the different ways businesses are effectively using AR to engage employees. Companies are beginning to realize that AR experiences are more accessible than ever before. Solutions are affordable and there are development platforms that are user friendly and don’t require an advanced programming skill set. It’s now up to internal stakeholders to identify powerful ways to harness the power of AR.
From WebAR to Wearables: The AR Moments of 2019 and What’s In Store for 2020
2020 is already promising to be one of the most interesting years for AR yet, for both consumers and creators, and it is always fun to speculate and see how close to the mark we get. Before we look ahead, let’s take a quick look back at what 2019 brought us in the world of AR and appreciate how far we’ve come.
Mobile WebAR stepped up to the plate: This was the big trend we were looking forward to seeing emerge this year. We were not disappointed — it was thrilling to be able to deliver campaigns for the likes of Coca-Cola, Nestle, Modelo, Mondelez, and Puma via the mobile web. Given the technology’s broad distribution and ease of use, thanks to removing the need for a native app download, mobile WebAR opened up AR to even more brands and consumers. 2019 was a major “AR 2.0” moment and while there is still a place for native apps, WebAR has made and will continue to make significant strides in becoming an everyday experience that customers can expect to see more often.
Connected packaging got a boost: Though already cementing itself as a reliable campaign strategy, we saw connected packaging adoption swell thanks to some big industry hitters. Companies like Nestle, McDonalds and Danone all demonstrated how big businesses can approach the opportunity for AR on a global scale, further legitimizing the technology and creating a ripple effect that hopefully other brands are paying attention to.
Spatial computing made its mark as a tool for learning, training and development: As we’ve become increasingly familiar with the positive effects AR has on attention and memory encoding, it was exciting to see AR’s adoption expand outside of a marketing context. In the workplace we observed practical applications of AR in areas such as employee onboarding, training, and professional development, with empirical evidence highlighting AR’s power to drive efficiencies, time to competency and memory recall — galvanizing a disconnected workforce and helping reduce overheads. Pizza chain Papa Murphy’s, for example, continue to leverage AR for its employee onboarding program by creating AR-powered stations at key training locations. These types of use cases are becoming increasingly common across a variety of industries — from financial services to healthcare, large consumer goods conglomerates to higher education and vocational learning institutions. As more businesses trial the technology and best use cases get shared, the more adoption we’ll see and the more mainstream AR will become as an L&D tool.
Improved camera tech is enabling better campaigns: Camera technology for smartphones continued to be one of the headlines for hardware manufacturers trying to entice customers to their new products. Between the new iPhone 11 and Pixel 4’s increasingly advanced camera functionality, the opportunity for more advanced AR campaigns is ripe. Thanks to improving technology, more creative decisions have been enabled in terms of how a user interacts with AR. This has a lasting effect — new depth cameras and wide angle lenses will continue to underpin the potential for richer AR experiences in the future.
Speaking of the future, as technology continues to improve and become more streamlined, 2020 is shaping up to have a lot in store for us.
Mobile WebAR matures: With the global market of WebAR-compatible devices approaching 3 billion and as standards continue to improve, mobile WebAR is set to become a key delivery platform for immersive experiences. This will be fueled by smaller businesses who don’t have the budget to maintain an app and large CPG brands who have no need for one. However, it’s worth noting that while WebAR is a promising and exciting technology, some content is still best served through native apps — think loyalty apps for retailers, fan apps for sports or gaming apps. Most importantly, together both technologies will drive more mainstream adoption of AR.
5G makes an impact: The conversation around 5G and how it will affect a vast number of industries is currently buzzing. The AR world is no exception. What has many excited is 5G’s ability to remove AR’s reliance on a strong WiFi signal, allowing for greater flexibility in use case and environment. In 2020, we can expect 5G to super-charge AR campaigns designed for use in live and outdoor environments, such as conferences, concerts, and sports games — spaces where reliable Wi-Fi connection is currently a luxury. These activations would be greatly improved by the power and speed of 5G, while allowing designers to further push the boundaries of their creativity.