Since Tom Caudell coined the phrase in the early 90s and the first augmented reality-related patent was filed in 1993 (by GeoVector), AR has been an up-and-coming killer technology. Nearly ten years later, augmenting reality required 26 pounds of equipment.
And now, after nearly 20 years of research and development – and with the advent of some serious mobile computing power – we can hold this bit of technical mastery in the palms of our hands. Yet, the highest-profile AR apps involve a hamster game (Kia’s “Go Hamster Go”) and a cardboard box simulator.
In addition, Mattel will soon launch a line of AR toys for Twentieth Century Fox’s movie Avatar. Each action figure will come with a “chip” that elaborates on its story when held up to a webcam, and they’ll even “come alive” and interact with each other onscreen.
Seriously?
I’m a creative in the marketing biz, so it’s a given that I’m a fan of fun experiences (and creating them for others). In my opinion, however, one of the best uses of augmented reality thus far lies in the first-down lines during televised NFL games. Yeah, I know – “yawn” – but let’s put it this way: it satisfies a true need.
Everyone from a casual spectator to an edge-of-the-couch diehard now has a better understanding of their favorite team’s place in their offensive drive.
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