I’m pleased to see augmented reality (AR) becoming more mainstream. First GE launched their Smart Grid AR promotional program which I thought was clever (although it actually taught viewers nothing), then Wikitude that overlaid the real world with data (available for Android and Nokia smartphones), and TagWhat that overlays the real world with geo-located social media messages (available on Android and iPhone).
Video: Augmented reality demonstrated
The latest example of AR to come across my virtual desk is from watchmaker Tissot. What Tissot does with its Tissot Reality application is make it possible for you to virtually try on their wristwatches.
This is how it works: You download a PDF from the company’s site and from that print out the target (a band of paper with a large “T” on it) and wrap it around your wrist. You then download the AR application software, install it, and run it. Assuming your PC’s camera is available and the AR software can access the image, as soon as the target is visible a 3D image of the watch is overlaid and as you turn your wrist the watch follows suit.
The watches are beautifully rendered with very realistic reflections on the watch glass – turn your wrist so the watch is pointing vertically up and when the watch is just off horizontal the glass “whites out” as if there was a bright light source over your shoulder – very effective in supporting the realism of the presentation.
The application’s screen has a list of watch models down the left of the screen, details on the selected watch at the top right, and zoom and watch function buttons on the lower right. Enable the watch functions and circular markers (hotspots) appear on the virtual watch … when you click on the hotspots the virtual watch displays accordingly.
The only problem I have with the system is that I wear my watch on my right hand and, being right-handed, use the same hand to drive my mouse so I wound up clumsily manipulating the mouse with my arms crossed. Still, for most people this won’t be an issue.
The Tissot Reality project is a great example of the power of AR in marketing – not only does it attract attention because of its novelty (as did the GE program), but it actually shows you what the product looks like in your environment, simulates its use, and supports decision making (none of which applied to the GE project).
AR has come a long way and is easier to develop than ever. As a marketing tool or to enrich the world with information it is a remarkable opportunity for developers and service providers. If you haven’t checked these examples out yet I urge you to do so and consider whether you might use the technology … at the very least it should get you noticed.
Complaint department: Tissot, Tissot, Tissot. Sigh. Why do you start playing music as soon as I hit your page? I hate this in Web sites; it is always too loud, conflicts with the music I’m playing, and usually is music I don’t want to hear anyway. Perhaps we need some mechanism that allows users to set a browser preference that tells Web sites not to automatically play music. Better yet, Web sites should just stop doing it.
