AUGMENTED REALITY TECHNOLOGY

Augmented reality can be defined as a real-time interaction with real-world environment that can be direct or indirect in nature. The purpose of augmented reality is to enhance, or augment, the reality by adding a virtual layer to the user’s visual range. (Furth 2011) The end goal of augmented reality is not to create something superficial, but instead, to better understand real-world with the knowledge gained from the computer vision’s vir-tual layer (Hugues et al. 2011). That is, augmented reality can never be truly separated from the real-world.

2.1 What is augmented reality

Augmented reality uses computer vision to enhance real-world environment. The tech-nology consists of a display (usually head mounted, but also handheld and spatial dis-plays). The display is a see-trough display, which can show the computer vision as well as the real-world at the same time. In addition to the display, an AR device usually con-sists of some input device, which can be some kind of joystick or hand/eye tracking sen-sor. AR device must also have a powerful enough computer unit to process the computer vision. This can be a workstation, but in recent years handheld devices such as smartphones can be utilized in augmented reality. (Furth 2011)

2.1.1 Features of augmented reality

The features of augmented reality in this assignment is done by using Hugues et al. (2011) proposed feature taxonomies for augmented reality. The purpose of describing character-istics and features of augmented reality is to justify good and bad examples later in this assignment.

According to Hugues et al. (2011), their proposed taxonomy for different functionalities of augmented reality consists of two different categories. The first one is augmented per-ception of reality, in which the AR technology is used as a tool for decision-making. This can be done for example by displaying relevant information to the user (i.e. manual for kit furniture). Another functionality of augmenting perception of reality is the integration of virtual objects to real-world. (Hugues et al. 2011)

The second category proposed by Hugues et al. (2011) is to create a completely new artificial environment. This can be achieved in two ways: First by perceiving the reality with added virtual elements, ie. so that the environment is a mix of both reality and virtual environment. (Hugues et al. 2011) An example of this would be portraying city skylines with upcoming constructions. Another way of creating artificial environment is to create a completely new and impossible reality as there are no limits of what computer vision

can produce (Hugues et al. 2011). Many examples of this are found in entertainment in-dustry.

The different features of augmented reality can be seen as follows:

- Augmented perception of reality

o Displaying relevant information to the user o Integration of virtual objects to real-world - Creating artificial environment

o Perceiving reality with added virtual elements o Creating an impossible reality

2.2 Augmented reality meets human needs

Maslow’s hierarchy of human needs was created at a time when augmented reality was just a wild thought and probably considered as witchcraft. Even though Maslow’s hierar-chy has faced criticism, Kellermann has created a model of human need and virtual spaces based on the hierarchy (2014). Hierarchy of needs is a triangle model, where the most important need to satisfy is the lowest one. Needs from bottom to top are physiological, safety, love/belonging, esteem and self-actualization. Kellermann states that the less im-portant the need is, the more possibilities virtual spaces hold to satisfy the need (2014, s.542). This is of course possible to understand with pure induction: as augmented reality does not add anything physical to the real-world environment, it cannot add any value to the core human needs: having air to breath, water to drink and food to eat.

However, augmented reality has a lot of possibilities on the higher human need levels.

For example, augmented reality could work as an enhancing factor in the need of love/be-longing in multicultural relationships. Augmented reality glasses could translate the for-eign language real-time and forming strong relationships over the language barrier would become a lot easier. Real-time augmented reality translation would also bring all the con-tent in the world closer to individual: all the news, concerts, entertainment and published research paper are accessible without the effort of translation. The big volume of content could support the development of self-actualization, which contains creativity and per-sonal growth for example.

The use of augmented reality can also affect to the need of safety. Lockheed Martin’s F-35 jet fighter helmet is using augmented and virtual reality to enable fighter pilot’s situa-tion awareness (Collins Aerospace 2019). Increased situasitua-tional awareness increases the pilot’s feeling of safety, but the advanced technology used in warfare can also increase the safety feeling of the citizens of the country acquiring new technology.

In addition to soldiers, also other officials can utilize augmented reality in safety critical environments. Company called Qwake Tech develops helmets for firefighters helping

firefighters to see in zero-visibility environments (2019). This solution has also a double-sided effect on the safety human need: firefighters working in a hazardous environment get more information about their surroundings, and citizens may sleep their nights better knowing that firefighters are able to perform their work better in case of fire.

3. EXAMPLES OF AR

While AR can be defined as just adding a digital layer on top of the user’s visual range like was mentioned before in this assignment, AR should be able to provide some added value with the added digital layer. AR must be more as a whole than just the sum of physical and digital worlds (Schols 2018). A study from Purdue University for example discovered that a printed advertisement retained 82% of the information compared to the 59% information retained of the AR version of the same advertisement (Connolly et al.

2010). This proves us that AR does not automatically enhance a product.

While AR application are most certainly capable of creating value for the users, they are also capable of destroying it. For example, Lintula et al. (2018) discovered many cases of value destruction caused by the mobile AR game Pokémon GO, like value contradictions, unmet expectations, technical challenges, personal or social norm conflicts, effects of constant mobile use, absence or loss of resources and insufficient perceived values. (Lin-tula et al. 2018) Value destruction can lead to increased costs, customer loss, loss of brand value via negative word-of-mouth and customer dissatisfaction (Smith 2013). This means that companies should not release bad AR applications for just the sake of having one and trying to appear tech-savvy, because there are serious drawbacks if the application fails.

In this chapter we are going to go through some good and bad examples of AR applica-tions.

3.1 Good examples

An example of a case where AR technology is used as a decision-making tool could be any sort of case where data overlay is utilized. This could for example be a repairman on a manufacturing plant’s floor wearing AR glasses which show them real-time information about the condition of each machine, which is acquired from sensors inside the machines.

(Bakkers 2017) Another example of showing real-time information could is the helmet that the pilot of a F35 wears, which shows the pilot flight information and sensor data and even lets them see through the bottom of the plane (Collins Aerospace 2019).

Another situation where data could be displayed on the AR glasses is where a person receiving training is wearing the goggles and the trainer can in real time guide them through the tasks or mark something noteworthy in their field of vision. This sort of thing could also be utilized in customer service, where the trained professional could walk and talk you through with setting up a certain device, for example. (Bakkers 2017)

The AR technology that falls into the first category can also be utilized without the AR glasses. Google Maps has an AR application for people traveling on foot. In addition to the “usual” Google Maps –map, which can be found on the bottom quarter of the screen,

the application shows the user the view that the phone’s camera has and adds road signs, like arrows, to that view and so helps guide the user to their destination. (Schols 2018) The second category focused creating new realities, either ones that are a mix of both real and virtual environment or ones that are completely impossible. AR can be used to portray upcoming construction projects and how they will look like when they are finished, but it can of course also be used to portray what used to stand there. This can be utilized for example in tourism industry with AR applications in old ruins where the rubble can be replaced with buildings that were there. (Schols 2018)

Ikea has launched an application called IKEA Place, where customers can try what certain pieces of furniture would look inside their home with just the touch of a phone. A busi-ness-to-business application with the same basic idea was brewed up by Coca Cola. They created an app which enables retail store owners to see how different kinds of Coca Cola-brand beverage coolers would look and fit in their stores. (Ciklum 2018) AR can also be used to showcase prototypes of products that have not been physically produced yet. Re-search & development teams can produce 3D-modules easily and ask feedback about them, which is easier and more cost-efficient than producing an actual physical prototype every time a new version is developed. (Bakkers 2017)

Scholz (2018) argues that physically being able to touch the products is the strength of brick and mortar and free returns are the cornerstone of e-commerce, but neither of them are as strong as being able to visualize the product where it is going to be placed. Both the customer and the business benefit from the use of AR in this way, because they both save time and money when they don’t have to handle returns or waste time at the store when the customer wonders what color their new sofa should be, for example. So, the use of AR to visualize things before customers buy them will increase customer satisfaction and save the resources of the business.

Portraying things can be used for example in training how machines work. An example of could be portraying how fuel runs through a car engine. AR technology enables people to even walk inside the machines, which you could not do in real life. The models can of course be used anywhere at any time and they can be sized up or down according to what is needed.(Bakkers 2017) The things observed via wearing AR glasses can also be used to complement traditional transmissions, like sport games, where they can for example show visualizations on the studio floor during breaks in the game to complement the commentators’ analysis (Futurism 1.0 2016). They can also be used just for their plain entertainment value, like for example to show what characters players have picked in a video stream of a videogame tournament (Scenthouse 2016).

3.2 Bad examples

Augmented reality applications are not instantly executable and useful to the user, since new technology takes many iterations to find the right solution. In fact, many of the aug-mented reality solutions were there just to make customer experience more unclear com-pared to simpler technologies such as basic QR-code. Now augmented reality markets seem to be in a stage of trial and error, where technology is used in multiple different fields, just to see how consumers and businesses react to it.

According to Engine Creative -website, brands don’t really get all the benefits from aug-mented reality. The use of technology can even withdraw consumers from the brand. En-gine Creative states that there are five reasons for it:

1. Augmented reality platform is not owned by the brand 2. Technology is not accessible with all mobile devices 3. Consumers don’t trust augmented reality -related products 4. Using augmented reality as a short-term solution

5. Limiting the use of technology to face recognition (2019)

It seems that even brands are not taking augmented reality seriously. Creating funny cat and dog faces and doing small advertising campaigns with augmented reality shows that the use of AR is not implemented to their strategy and not seen as something worth long-term investing. If brands are not courageous enough to believe in their technology, it is not going to convince the consumers either.

Mobile phone manufacturers Samsung and Apple took augmented reality entertainment even further creating their own cartoon-like avatars from mobile phone users. AR-emojis were fun curiosity and acted like a representation of modern mobile phone’s computing power, but they didn’t break through to consumers daily use, which seems to be common divisor within new augmented reality applications. We think the problem with AR-emojis lies within both technology and user experience. The fact that Apple’s AR-emojis were not representable with Samsung device narrowed remarkably the user-friendliness. Also, AR-emoji was not as expressive as basic emojis: sometimes a 2D cat emoji says more than a 3D-representation of your face.

ZDnet article Sick and disgusted: The worst tech failures of 2018, claims augmented re-ality is one of the big technology failures of 2018, especially because of the user experi-ence:

” Apple makes a big deal of AR, especially with respect to the iPad, but having to awkwardly hold a smartphone or tablet in front of you is a terrible user experience.

AR is a technology that's just begging for smart glasses to take off, but that market is still stained by the initial reaction to, and subsequent consumer failure of, Google Glass”(2018)

In addition, that using AR applications with mobile device feels clumsy and impractical, it is also not safe. According to TechTalk article one of the few AR applications that have secured a place in consumers hearts, PokemonGo, has caused accidents and even deaths when people have not paid their attention to the world around them while playing the game. (2018) It shows that there are many ethical problems with AR technology that need to be discussed.