AR X = The next 10 years

Kara Holm
Sep 13, 2017
4 min read

I regard [Augmented Reality] as a big idea like the smartphone... it’s for everyone.

– Apple CEO Tim Cook, in an interview with the Independent, February 10, 2017

Yesterday (September 12, 2017) Apple unveiled its latest iPhones and their features – the iPhone 8, the iPhone 8 Plus and the iPhone X (that’s a Roman numeral 10, marking the 10th anniversary of the game-changing iPhone).

From my perspective, the most interesting thing about this new series of phones is the way in which augmented reality (AR) is integrated into the user experience.

The emergence of AR as a mainstream technology presents significant opportunities for businesses.

I should say that as a loyal Apple user, I am also glad to see Qi (wireless) charging capabilities.

I view AR like I view the silicon here in my iPhone,

it’s not a product per se, it’s a core technology.

– Apple CEO Tim Cook, in an interview with the Independent, February 10, 2017

Augmented reality is not new, but it has been brought into the mainstream thanks to last summer’s Pokémon Go! craze. (See below for some interesting facts about Pokémon Go.)

Snapchat’s ubiquitous filters (which my brother is helpfully demonstrating) are also widely-used AR applications. In that spirit, during yesterday's iPhone product launch, Apple showcased some interesting consumer applications (for example, the ability to see a baseball player’s stats while viewing the game through your phone) and social gaming experiences (which you can view here).

Pokémon Go and Snapchat filters are consumer-facing applications. They offer novelty and entertainment, not function. For AR to be relevant and as integrated into the fabric of our lives as the iPhone and other smart phones have become, we have to move AR from the realm of novelty. As AR applications increase in utility and relevance for consumers, it will become increasingly important for businesses to engage with this technology in their interactions with both consumers and employees.

In February of this year, Fortune’s “Tech Debate” posed an important question for us to consider:

“What's the potential of AR from an enterprise point-of-view? Does the crown jewel of AR lie in enterprise applications?”

The number of potential business to business (B2B), business to consumer (B2C) and education/training applications possible through the use of AR is truly mind-boggling.

One of the reasons for my long hiatus from this blog is the immersive nature of the work that I’m doing in the AR space with our new enterprise: Play the Field (PTF).

PTF combines an engaging and relevant user experience, employing AR and artificial intelligence (AI), with an enterprise solution that addresses a specific business issue. After a year of what the start-up world calls "discovery" and concept validation, we have spent the summer working with our development partners at Brave New World on the creation of Play the Field's user experience. The Apple AR Kit has featured prominently in this work.

A short explainer video can be viewed here.

... I’m excited about Augmented Reality because unlike Virtual Reality which closes the world out, AR allows individuals to be present in the world...

– Apple CEO Tim Cook, in an interview with the Independent, February 10, 2017

We all are at the beginning of this adventure, learning how our lives can be transformed – and potentially improved – by AR. One of the reasons that I am so interested in Augmented Reality is its ability to connect people and enhance experiences. AR is not a substitute for real life but has the capacity for enrichment – at home, in the workplace, at school, travelling, and more. Critics suggests that technology is isolating – and it can be – but it can also have the opposite effect. The first popular application of AR – Pokémon Go and Snapchat – are, at their core, social experiences. These social experiences are the underlying benefit of what AR has to offer.

Augmented Reality Advice for Businesses:

For those of you who think Pokémon Go was a fad that has passed think again. Here are a few facts from Tech Crunch:

Pokémon Go launched July 2016, breaking download records.
The game reached $500 million in revenues faster than any app in history.
Revenues for Pokémon Go reached $1 billion in February 2017 – the fastest of any game.
The game continues to perform well. By June 2017 revenues reached $1.2 billion.

So our advice is not to dismiss AR as a trend with no real enterprise benefits. Businesses, especially those in the experience business like casinos and other entertainment, culture and tourism operators, should be planning to use AR to increase engagement. How can you use the inherently social aspects of AR to improve your relationships with your customers or make your experiences more entertaining and engaging? There are going to be many new applications developed, as a result of, and enabled by, this new technology. The best of those will solve business issues, as we are doing right now in our development of Play the Field.

You are invited:

Helen and I are looking forward to previewing Play the Field during the Global Gaming Expo in Las Vegas next month. If you are going to be in Las Vegas for G2E, our suite will be open from Tuesday, October 3 to Friday, October 6. To book a private viewing, contact me (902) 830-4884/kara@letsptf.com or book online through this blog.

Casinos, game manufacturers, those who operate attractions, marketing agencies, investors, and the curious are welcome.

Hope to see you there!