What is Augmented Reality?

Augmented reality, or AR for short, is a method of expanding the perception of reality using computer-based devices. With the help of AR-capable devices such as cell phones, tablets or data glasses, reality is overlaid with computer-generated images, 3D models and information - in other words, virtual effects are added. In the meantime, the alternative term Mixed Reality (MR) or mixed reality has also become established.

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What is the difference between augmented reality and virtual reality?

Which devices are suitable for Augmented Reality?

AR application examples

How does Augmented Reality work?

Advantages of Augmented Reality

Outlook - trends and future development

In 5 steps to your personal AR application

The differences Augmented Reality vs. Virtual Reality

Augmented Reality

Augmented reality and virtual reality are often confused with each other, although the technologies can be clearly distinguished. Augmented reality links analog life with digital life. Reality is augmented with digital content via various output devices such as mobile devices, data glasses or even fixed AR installations in stores. When using data glasses, the user is not completely cut off from reality; instead, additional information about the environment is displayed in real time.

By extending reality with additional content, augmented reality is suitable for numerous areas of application. A simple example can be found in soccer broadcasts, where augmented reality is used, for example, to show distances during free kicks.

Virtual Reality

Virtual reality, or VR for short, is the computer-based perception of reality in a completely non-real room and non-real objects using VR glasses. The displays and loudspeakers of the VR glasses immerse the user in the virtual world. In the best case, the user is disconnected from the real world and is unaware of the outside world. As in the real world, you move virtually in VR through your own body movements and through teleportation.

The sensory perception is virtually outsmarted, while the body and sense of balance are assumed to be in the real world, the eyes and ears send the new perceived information from the headset to the brain. The immersion gives you the feeling of being in the respective virtual world, which is why virtual reality is also suitable for entertainment. Action-packed games in particular are all the more exciting because the player is in the middle of the game and actually has to move instead of just looking at a PC screen.

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porsche ar training with tablet

AR-Hardware

Smartphones & Tablets

Mobile devices such as smartphones and tablets are the most common device category for the use of augmented reality. Smartphones and tablets are technically similar, but a tablet offers a larger display. Both ideally bring all the requirements, such as a high-performance processor, internal memory, Internet connection, and a camera for the use of modern AR applications. The tech giants Apple, Google and Samsung have released powerful models in recent years. Current devices enable better spatial tracking thanks to built-in depth sensors.

iPhone vor See mit Wischeffekt in der App

Data glasses/ Smart Glasses

Data glasses and smart glasses belong to the category of so-called wearables, i.e. portable computer devices. AR glasses are not as powerful, but the hands are free to work, which is particularly practical for applications in production or machine maintenance. The use of augmented reality applications by means of so-called Peripheral Head-Mounted Display (PHMD) seems even more real, because the real impressions are directly superimposed with the digital information. In addition to the first smart glasses of Google Glass, the following models and brands are known: HoloLens from Microsoft, Blade from Vuzix, Moverio from Epson, Everysight from Raptor and others.

Fixed AR installations

The last category of fixed AR installations differs from the other two AR devices because they are permanently installed depending on the location and are therefore not portable. The large displays of the AR installations are often used as so-called magic mirrors, for example, in retail for the digital fitting of clothing. But the areas of application are diverse, for example, they can also be used at trade fairs as part of product presentations. In addition to the common components of AR devices, AR installations usually have a scanner/sensor that enables interaction. The required applications are developed for these end devices tailored to the area of application.

Ar with live Kamera tracking

In AR with live camera tracking, the movements of the cameras are tracked, processed by a computer and AR elements are projected into real objects, which the viewer then sees on a screen. A well-known example is soccer broadcasts, where moves or the distance to the goal for free kicks are displayed in the real image as a graphic element.

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AR examples of application

Kommissionierer mit VR Brille vor Lagerregal mit Kommissionierwagen

Example 1

Order picking Increasing efficiency by optimizing processes and routes

How can companies make their picking processes more efficient? Is it possible to combine the skills of employees with automation to optimize processes? As part of a research project, LIGHTSHAPE has developed an AR app to solve this challenge. In the so-called Pick-by-AR, employees equipped with AR glasses are shown the optimal paths and sequence for collecting the products.

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Example 2

Terrace planning with AR Increase customer satisfaction through on-site visualization

Terrace planning must be well planned in advance. How big should the tiles be for the existing surface? What material should be used? And what does the final result look like? For this case, LIGHTSHAPE developed an AR app for Seltra Natursteinhandel GmbH to help customers plan their patios in their own homes. Through augmented reality, customers can virtually try out different flooring materials from Seltra on their own patio, and the shape of the patio does not matter.

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Seltra AR Terrassenplaner Smartphone Screens Ablauf

Example 3

Future Mobility New perspectives for livable cities with AR

What might future urban life look like? The AR application developed for Mercedes-Benz AG makes it possible to experience the interaction of mobility in the future. Here, a real white model of an urban neighborhood is overlaid with augmented reality. In the city center of the future, all kinds of situations can then be seen from pedestrians walking through streets to vehicles and drones. Additional information, such as traffic density, is available via the menu navigation as well as via a free information layer, which can be accessed anywhere by swiping gestures.

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About AR

How does augmented reality work?

From a purely technical point of view, augmented reality works through the following four aspects. Reality is augmented by virtual information with the help of output devices. In principle, all sensory perceptions can be addressed, but mostly visually. The AR device takes a picture by means of a camera, a tracker enables the precise positioning of the AR objects by means of a picture or object tracker. The respective virtual information appears in real time, matching or overlaying the real environment through output devices such as mobile devices. The real and virtual elements are in a three-dimensional relationship to each other.

Nutzerin der Fernsehturm App mit Tablett

At a glance Benefits of Augmented Reality

Low barriers to entry

Augmented reality applications can also be developed for the smartphone/tablet without AR glasses, making them easily available to a wide range of users. Everyone has the device they need and can use AR.

Interactive product experience

AR offers the user the opportunity to engage intensively with a product virtually, even within their own four walls. AR brings the product directly to the customer. Wherever the product is to be used, it can also be tried out, whether in the living room or on one's own terrace - there are virtually no limits to virtual testing.

Easier purchase decision

Virtual trial and error often leads to more conscious purchasing decisions, higher sales opportunities and risk minimization, with additional positive side effects. Fewer returns or complaints also lead to increased customer satisfaction.

Cost savings

AR can be used in the enterprise for training/education, workflow improvement, and service. Prototypes can be displayed virtually with AR and further customized even before they are physically created. Costs can be reduced by integrating AR into workflows. In sales, fewer products are needed for presentation to the customer. More considered purchasing decisions by customers and the associated reduced returns also lead to cost savings.

AR trends and future development

Status quo

Development to date

The starting point for the spread of augmented reality really began with the appearance of the first smartphones. But as early as 1990, two employees of the Boeing company developed a head-mounted display for aircraft maintenance. With the emergence of the barcode system in 1996, further areas of application for the technology were added, as this was particularly basic for the use of data glasses in logistics. In particular, the later emergence of smartphones with their displays and powerful mobile processors has made the further development of AR glasses possible. In 2016, the release of the smartphone game Pokemon Go virtually created AR hype.

Potential Development to the mass market

In recent years, augmented reality has developed from a technical innovation into an established marketing tool. What is the current development status of technical devices such as AR glasses? While Microsoft continues to work on the HoloLens, numerous manufacturers are working on new AR glasses such as the Nreal Light, Magic Leap 2 or AR glasses from Niantic, which are soon to be launched on the market.

In addition, rumors of AR glasses from Apple are getting louder. Apple chief Tim Cook predicts that augmented reality technology will be as important as the iPhone. According to forecasts, the first Apple-owned AR product will be unveiled towards the end of 2022.

According to experts, the AR headset will support AR and VR content and have higher computing power than its competitors. In addition, it is assumed that the AR headset will function independently of the iPhone and Mac.

Apple also assumes that the AR glasses will replace the iphone in 10 years, which would mean that Apple would have to bring the number of AR headset users to the same level as that of iPhone owners. Since the required ecosystem for the AR device needs to be developed first, it will likely take until late 2022 or early 2023 before the product actually hits the market.

Apple itself only discloses little information about the AR device, which is why these are only current speculations. However, it is clear that the market for AR has great growth potential. With the further development of AR glasses and the expansion of the 5G network, the relevance of the technology will increase even more in the future. Right now, the use of augmented reality as a marketing tool already offers brick-and-mortar and online retailers further opportunities for customer loyalty and increased sales. Augmented reality and mixed reality content are already predicted to generate sales of 200 million euros in Germany in 2024.