Augmented Reality (AR)

aug·ment·ed re·al·i·ty – noun

  1. A technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view of both reality and creative digital content.  Augmented reality, in the most simple form, can be presented and used on a mobile phone or tablet, or on more immersive devices, such as head mounted displays, heads up displays, holographic lenses, mobile and connected glasses / lenses.
 

 Immersion Scale

Immersive

Mobile Phone / Tablets

odg-r7

ODG R7

microsoft-hololens

Microsoft Hololens

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Meta 2

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PC & Mobile Phone / Tablet

On smartphones and tablets, Augmented Reality feels like a magic window. Hundreds of Augmented Reality apps are available on iPhone, iPad and Android. On a PC or connected TV, Augmented Reality works with a webcam.

Connected Glasses / Lenses

Most high-end AR experiences are on connected glasses and lenses, Augmented Reality feels like being in a digitally enhance real world. The technology is rapidly evolving and is poised to be leading form factor for immersive experiences.

 

We think [virtual and augmented reality have] the potential to transform how we interact with almost every industry today, and we think it will be equally transformative both from a consumer and an enterprise perspective.

- Heather Bellini