What is augmented reality?

Augmented reality is a term increasingly used when discussing social media, particularly mobile social media, but what is it? 

The term is easily explained with a photo but somewhat more challenging without. Wikipedia describes it as “a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery - creating a mixed reality.” 

In practical terms augmented reality is the use of computer images over real world images, see for example the image below which uses Wikitude, a program combining data on Lake Helen, Florida with the view from the mobile phone’s camera. 

Augmented reality is not just about interesting and innovative applications, there is huge potential for business to use the technology. 

Location (and location-based services) are tipped to be one of the biggest themes on the internet in 2010. Location-based services like Foursquare and Gowalla emerged in 2009 whetting consumer appetite for location, while Twitter Local Trends is just one example of companies looking to location. 

Director recently spoke with Dr. Ian Fenwick, co-author of DigiMarketing: The Essential Guide to New Media and Digital Marketing, who spoke excitedly about the potential for augmented reality in Thailand. 

Although Fenwick, who is Founding Partner at digital marketing firm digiAindra, believes that the technology won’t emerge straight away he is sure a number of Thai companies are developing augmented reality solutions for the not too distant future. 

Layar is an augmented reality browser and one notable application for the future in Thailand, according to Fenwick.

“Layar can drop geographically-tagged, location based information onto phones which are then overlaid in augmented reality. For example, if a phone is pointed at a shop, it will bring up the current special offers instantly.” 

Presently Layar has support for Foursquare and Twitter in Thailand although it seems likely business will look to it to engage with consumers. 

Picture the scene... 

A woman is shopping in Bangkok whilst using Layar on her mobile phone. As she passes by Central she points the phone at the entrance to the store which brings up the latest offers. 

Recognising her Foursquare and Twitter accounts, the data brings up the wine specials, having recognised her interest in wine and recent history of purchasing bottles from the store, prompting her to enter the store and buy a new case of Chablise – an impulse purchase she would otherwise not have made. 

It is a little far away now but with Twitter, Foursquare and others embracing locality, augmented reality will serve as the communicator for news, deals, offerings, incentives and other marketing offers which consumers opt into. 

Only time will tell how long it will be until the technology comes to the mainstream and shopping malls across Thailand.