The number clearly shows that there are means that almost a fifth of the people working at Facebook worldwide are working on the Reality Labs division.  

This suggests that the tech giant has been significantly accelerating its VR and AR efforts. In 2017, UploadVR noted that the Oculus VR division accounted for over a thousand employees when Facebook’s headcount was 18,770 overall. Hence, indicating a percentage around the north of five percent.  

Since that time, the company has shifted its focus on VR away from Oculus Rift-style tethered headsets. They then released the Oculus Quest and Quest 2. Both of them were standalone wireless devices that don’t require a PC.   

Also Read: Facebook Challenges FTC’s Antitrust Case

“Today, most of what Facebook does is…we’re building on top of other people’s platforms,” CEO Mark Zuckerberg told The Information in an interview this week.   

“I think it really makes sense for us to invest deeply to help shape what I think is going to be the next major computing platform, this combination of augmented and virtual reality, to make sure that it develops in this way that is fundamentally about people being present with each other and coming together.”  

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Android Police has noted that in Google’s recent update of the Google Play Services for AR app. Google distributes ARCore features, dual camera stereo depth on supported devices in its changelog.   

For now, as far as we know, it appears that it will support with a limit even on Google’s Pixel 4 and Pixel 4 XL. Both the phones were released in 2019. Google’s developer site has published the list of compatible ARCore devices saying that the dual camera support will roll out in the coming weeks.  

Also Read: Google Photos Warns Users about Photo Quality As it Pushes for Google One Subscription 

Recently, Google has been adding all the Pixel features that it claimed that they didn’t need. This also means that both the Pixel 5 and 4a 5G which are 2020 Pixel phones won’t see the benefits for now.   

Both the phones have a dual camera and their secondary cameras are ultrawide rather than the Pixel 4 and 4 XL’s telephotos. This has implications on how they produce more detailed depth maps.  

In any case, this has only proven to be another consequence of the company’s indecision on Pixel camera lenses. In the past, the company has insisted that they only needed a single camera due to computational features such as Super Res Zoom on the Pixel 3.   

They then added a telephoto lens on the Pixel 4 which confused the users and then backtracked and swapped out for an ultrawide on the Pixel 5.  

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Reality tech has created quite a buzz in recent years. Whether you’re enjoying video games with your buddies, shopping for clothes, taking some training, augmented and virtual reality has penetrated human lives and making their presence felt in every sector. 

Tech world is embracing the reality segment rapidly, and alongside, investing in augmented and mixed reality businesses is rising substantially.  

The funding in AR and MR companies has surpassed that of VR endeavors today, a sharp contrast to just 5 years ago, where companies highly understated both AR and VR. 

Unlike AR and VR, Mixed Reality hasn’t enjoyed a similar kind of recognition across the globe. Mixed reality mainly takes the best AR and VR technology and combines both the digital and physical worlds, facilitating users to easily interpret and interrogate online information. They can physically navigate and communicate with multiple wraps of information by simply glancing, gesturing, or speaking. 

The Role Of Mixed Reality 

Mixed reality draws on many of the critical aspects of AR. It might seem that AR and MR are similar in rendering both the real world and virtual environments; there are major differences to be found in the tech that propels both realities. For instance, MR is hugely headset-based, whereas AR is generally viewed via a screen, such as a mobile device or a tablet. MR tech also works with an in-depth understanding of the geometry of the environment in which it works- means that it’s able to act as a canvas for users to create immersive content, remaining defined by the room in which it’s being used.  

The launch of Magic Leap has led to a major increase in mixed reality, but the tech has existed long before this. For instance, Microsoft’s 2016 Hololens launch was able to promote MR solutions. Today, Microsoft focuses on solving business requirements, whereas Magic Leap is acting as an entertainment tool.  

The Difference between VR & MR 

Virtual reality offers an experience that’s totally digitally rendered. A user can enter a virtual zone by putting on a VR headset that includes unnatural audio or video. The users can look around a 3D space as they move their heads. VR headsets can also come with handheld sticks or gloves; they can be used to communicate with virtual environments.  

Unlike VR, MR begins with a real-life, physical space and puts virtual objects inside it. Users can communicate with these objects without putting on special gloves or utilizing special objects to enable interactivity. VR headsets turn entirely black when switched off, while MR headsets turn transparent, like glasses. 

The Difference between AR & MR 

Mixed reality acts more like AR, unlike VR. AR and MR both depend on real-life environments, and AR increases reality by overlaying virtual objects above it like Snapchat filters. But users can’t communicate directly with covered objects. For example, AR has the power to showcase virtual 3D boxes onto physical tables, while MR has the potential to facilitate users to pick up and open said box.  

AR tech is capable of being operated through the use of a screen and a camera, but MR’s more immersive nature means that users must communicate directly with the 3D environments through the use of a head-mounted display.  

There are several apps for mixed reality already entering sectors, and the tech has already been applied to police training methods, virtual testing for engineers, and distant guidance for construction workers.  

The Structure of Mixed Reality in Tech World 

Mixed reality combines physical and digital worlds jointly so that other existing reality techs cannot recreate. This helps to create links between computer, human, and environmental interactions. The reality is highly based on computer vision advancements, display tech, input systems, and graphical processing power.  

The mixed reality was introduced in 1994 through a paper “A Taxonomy of Mixed Reality Visual Displays” by Fumio Kishino and Paul Milgram. In the years to come, the use of mixed reality has risen substantially beyond the limits of displays and today includes factors such as spatial sound, environmental input, and locations & positioning in real and virtual spaces. 

MR Tech Used In Real-World 

As mixed reality is still shaping itself, businesses are waiting to discover its utmost potential.  

• Mixed Reality in Manufacturing:  

MR is transforming to become highly useful in constructive scenarios inside manufacturing, like the machinery’s positioning in a factory. Users can hold mobile phones or tablet screens towards a factory area and view digital renderings of equipment & move it around space.  

The tech is also handy when it comes to technical training and instructions. For example, workers can use a headset to get communicative instructions from a superior about using machinery inside a factory environment.  

MR also offers a chance to reduce repair cycle times and provide more training solutions for companies seeking to develop workers’ skills without the staff presence or intricate machinery.  

• Mixed Reality in Healthcare: 

Mixed reality helps students practice surgeries and gain better visuals of operating room data during the process as a means to keep surgeons focused on their task, without averting from the screen.  

MR has been recognized as a critical tool in rendering enterprise solutions – Chiefly, in the increasingly well-known field of distant collaboration. For instance, Microsoft disclosed their Holoportation development – enabling users with mixed reality devices to view and communicate distantly with team members as fully-rendered 3D holograms. 

The Bright Future of MR 

Mixed reality is a breakthrough development, adding convenience to a tech that already exists by making access small, but by totally altering how we communicate with the real-life environments around us.  

By blending both the digital and physical world, it is possible to create new levels of interactivity & immersiveness in all of our processes. In the context of only entertainment, the potential of MR innovation is virtually limitless.  

Moreover, due to the Covid-19 scenario, more employees have been forced to work remotely. The opportunity to conduct meetings with potential clients and train staff in a more hands-on way despite worldwide lockdowns has shown that MR can play an active role in transforming conventional business models into a new normal world. 

Author Bio: 

Harnil Oza is CEO of Hyperlink InfoSystem, a top app development company in New York and India, having a team of the best app developers who deliver the best mobile solutions mainly on Android and iOS platforms. He regularly contributes his knowledge on leading blogging sites like app development companies.

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Today, the pandemic has made consumers more and more conscious and sophisticated. Their behaviors and shopping patterns are changing. In this time companies need to become more innovative manner to engage and surpass their expectations. It is also important to understand that as more and more people prefer to shop online. Businesses urgently need to implement new tools to provide realtime customer experience and there is no excuse for ignoring AR technology.

There is increased attention given to the needs and desires of consumers in markets. Advancement of technology can help brands keep pace with the changes in customer patterns. Augmented reality has become one of the latest trends in digital technology. Its numerous benefits are attracting more and more companies to incorporate it into their marketing and advertising strategies. Augmented reality (AR) is an emerging trend which is allowing brands to enable them to provide customers unique experiences with just a few tap into their mobiles.

Businesses can boost customer engagement with the help of AR by creating an AR that stimulates customer experience. Once that moment happens the magic begins. So, let’s discover the advantages of AR and some examples of marketing and advertising strategies by several brands. But before that, it is important to understand the difference between augmented reality and virtual reality (VR) and its robust adoption globally.

AR Expansion

According to Augmented/Virtual Reality Report Q2, 2015 by Digi-Capital fundamental, the augmented reality and virtual reality market is going to reach nearly $150 billion by 2020. Moreover, the AR market alone will hold a $120 billion share of the market.

Despite being in infancy, AR has been around for a while now. In 1997, according to a Survey of Augmented Reality by Ronald T. Azuma, detail on the possible applications of AR and detected at least six classes of potential users including visualization, medical, annotation, maintenance and repair, robot path planning, military aircraft navigation, and targeting, and entertainment. AR is offering a new way of interacting with customers, colleagues, and the world around us.

Augmented Reality vs. Virtual Reality

Augmented Reality (AR) and Virtual Reality (VR) provide experience through 3D high definition audio and video. While both technologies stem from the same idea of immersing users into a digital environment still there a big difference. VR provides a completely immersive environment but also puts the user into isolated reality. On the contrary, AR is partly immersive and overlays virtual objects over the real world. In the world of AR, the user can look around through the artificial objects of the expanded layer.

Moreover, VR uses similar markers and math algorithms in a completely simulated environment. It detects the eye and head movement, so when the users move their eyes and turn their heads, the graphic reacts accordingly. The AR algorithm utilizes sensors to spot the position of physical objects then it determines the locations of simulated one. Also, it uses everyday devices such as smartphones and tablets to detect the position. While it’s still a long way for both AR and VR to rise in their full potential, development in technologies is providing businesses opportunities to benefit from. Today, even after more than twenty years later, tech moguls are still racing to present the best possible AR experience.

Whatsoever, we can make out that AR is much more successful. The reason behind its success is ubiquity, while VR is more focused. VR completely immerses users into virtual reality and hence it is an excellent tool for 3D films or gaming. The report says that AR can address the market of both smartphones and tablets. This makes the fields and possibilities of AR apps are great.

Dmytro Skorokhod, iOS developer and ARKit expert, says “This is only the beginning of augmented reality applications. Here at Perfectial, we are actively involved in studying and implementing the technology. By using augmented reality we were able to contribute to business applications of ARKit and create a couple of concepts.”

Advantages of AR for Marketing

After a long period, businesses are opening up. However, even after lockdown, they are facing a grave problem that their customer’s purchasing habits are changing. Now, they need a better and improved customer experience than ever before. AR can help change how brands provide customer experience and drive customer engagement. AR provides several advantages but for business, the core advantage is that the hardware is available for the development of AR in smartphones and tablets. Also, the usage is intuitive and understanding.

For example, brands can allow users to try on clothes without actually wearing them to avoid containment through surfaces. Or they can enable them to check if the furniture fits the interior which is already done by IKEA. This can all be done with just a tap on customers on Android or iPhone AR app. In the coming years, the evolution of AR will also enable technology to appeal to other senses of touching, smelling, and feeling. Innovations are offering opportunities for businesses and a vast amount of markets and spheres. Among them, some of the sectors include real estate, banking, healthcare, manufacturing, and others.

For marketers, AR has become an outstanding tool for creating viral campaigns and grab customers’ attention as it can become a source of fun for customers. So let’s see how marketers can benefit from AR:

Technology is unique and noticeable

Today, it has become much easier for brands to create a buzz by proper implementation of a technology to surprise your customers. This is because businesses can provide consumers something that competitors don`t have yet.

• Augmented reality gets more virality

When it comes to creating a buzz, then the word of mouth and social sharing has become the major means to increase the acquisition of new customers.

• AR opportunities for personalization

Personalization allows brands to dive deeper and create something unique. Personalization not just expresses an individual’s personality but also is way more engaging than standard media content.

• Content quality improvement

AR can provide you a tool for creating content that cannot be made possible.

• Interactivity maintains the retention

Today, almost all type of advertisements has been repeated by several brands several times so it’s important to be unique and entertain the audience. It has also become one of the most engaging content and motivates users to interact with the application again and again.

Different Ways AR can be Implemented in Businesses

Retail

Retail I one of the most affected sector today. Retailers are not just dealing with the problem of shutting down their physical stores but also the customer’s fear of getting infected in stores. As the main motive of retail stores is to let customers experience their product, AR can of great help. Retailers can recreate the whole product line in 3D to transform the shopping experience. They can even make it more accessible and fun.

Customers can view every item of the store and experience it from their smartphones. They can even spin products around. AR can provide the view from all angles, this also includes bulky items that might be difficult to explore. Retailers can even able their customers to virtually try on objects or place them into real rooms. And the more exciting part! All these experiences can be both recorded and shared with friends.

Viral content generation

Today, all businesses want their content to go viral. Viral content not only helps you place your brands in the public eye but also to engage with your audience. Viral content means more like and even more shares. Businesses can create an amazing AR experience for users available on their smartphones. This can help the, easily shared on social media by either recording as screen capture or just by a picture. This can help businesses enormously because the promotion is done by users themselves without the company spending any additional budget.

These experiences can be highly personalized by helping users add their own faces or environment with virtual objects. This helps them stimulate to share their unique content on social media and hence contribute to the online AR ad campaign.

AR Presentations

Be it a conference, an exhibition, or a trade show, an AR presentation has the potential to set you apart among competitors. Providing an AR experience can not only help your company’ make products more visible but also to attract visitors by emotionally engaging with them and turn them into partners or clients.

AR ad metrics

Lastly, AR experiences in ad campaigns can provide marketers and their analysts with additional metrics. These metrics can help you understand customers’ (or user’s) behavior better. It can enable analysts to explore how our customers are acting in the AR, how are they creating their storyline, how long are they focusing on certain virtual objects, and how things are changing over time.

Some Successful AR campaigns

Let’s see some of the best advertising action brands implement AR in their strategies.

• Coca Cola

Another example is Coca-Cola, the company launched a pioneering action in Spain. It connected the bus route analysis with the prediction data of the Madrid EMT. The marquee screen was activated and the graffiti on one of its spots came to life just when a bus arrived at a stop.

• Shopify

Shopify, a Canadian e-commerce platform, launched an AR feature to help customers interact with the product by providing them with a more realistic sense. Sellers can create these 3D models for customers and using the 3D Warehouse app.

• Sephora

Sephora wanted to facilitate the online purchase of makeup online. So, they created an app to which lets customers test its products using their smartphone camera and helps them check how it looks.

• Ikea

Ikea, a Swedish company, implemented AR aiming to help users check-out the fitting of the furniture in their homes. They also wanted to help them adjust the size according to the spatial dimensions of the rooms they wish to decorate. The result was a masterpiece:

• Banco Bilbao Vizcaya Argentaria

Banco Bilbao Vizcaya Argentaria or BBVA is a multinational financial service provides based in Spain. They launched an app which was the first of its kind in the banking sector in Europe to allow the search of homes. It also allowed the user to recommended rental and purchase prices for a specific property. It helped them compares the most convenient to buy or rent.

These brands have already used AR to satisfy the needs of their respective consumers. Similar to the many businesses that have already taken steps towards the implementation of AR and hence it will now gain greater relevance in the digital world. Apple’s CEO, Tim Cook, claims “Augmented Reality will be as important as eating three meals a day.”

Other big players including Facebook, Microsoft, Oculus, HTC/Valve, Samsung, and Sony are also making huge investments to make it compatible with their upcoming devices. The tech giants believe that this is the future.

AR Predictions Beyond 2019

The pandemic has increased the pace of implementation of technology and today businesses are diving deeper into the applications of AR in marketing. This has led to the surge of the potential number of application and adoption scenarios. Novica Gijevski, the owner of MotivaNova, says that several industries will see the AR application including education, military, medical research, architecture, and others.

AR in marketing and e-commerce has made its presence thought smartphones. Initially, back in 2012, Google introduced its version of AR with the launch of Google Glass. It received a lot of criticism and skepticism; however, some of the recent adaptation suggests a paradigm shift. The future of AR will be more than contact lenses, fashionable eyewear, or even bionic eyes with immersive 3D displays. It will conjure-up a digital layer of AR which will enable new classes of user experiences and applications.

More and more e-commerce platforms will integrate their product line with AR features which will help customers easily perceive the product design. They will enhance the customer’s experience by offering minimal discrepancies when potential buyers view a product in the real-life setting.

With AR making its presence more dominating with every passing day in industries related to computer-aided design and engineering. Today, a simple engineering and architectural tool have now become more easily accessible by most smartphone owners with the rise of technology.

Future of AR in Marketing

There have been several AR ventures fading away over the past decade than expected. However, unmistakably they have paved the path for others in the industry. AR in marketing and advertising begins with the advancements in technological infrastructure. Today, companies are continuing to adapt the AR technology to provide a vivid experience to the end-consumer of their products and services.

Customers shifting preference towards e-commerce have proven to be a more natural shift in technological advancement. It integrates web development and visual stimuli meaning that it’s not just a marketing gimmick but a psychological tactic. It can subliminally remove the barrier of fantasy in the mind of a customer. This increases the probability of product purchase success or achieving a goal for an e-commerce website. It drastically improves the interactions of a potential buyer with a product by personalizing it.

AR has the potential to dominate e-commerce is because it makes perceiving products easy. Hence, the companies that invest in AR for their marketing can reap its benefits by enjoying their investment and simultaneously viewing the world in a new dimension.

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