Augmented Reality (AR)

Digital overlays on real world settings to create added functionality
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Low Risk
High Disruption Potential
Game Changer

Augmented reality (AR) is an interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information, sometimes across multiple sensory modalities, including visual, auditory, haptic, somatosensory and olfactory.AR can be defined as a system that fulfils three basic features: a combination of real and virtual worlds, real-time interaction, and accurate 3D registration of virtual and real objects. The overlaid sensory information can be constructive (i.e. additive to the natural environment), or destructive (i.e. masking of the natural environment). This experience is seamlessly interwoven with the physical world such that it is perceived as an immersive aspect of the real environment. In this way, augmented reality alters one's ongoing perception of a real-world environment, whereas virtual reality completely replaces the user's real-world environment with a simulated one. Augmented reality is related to two largely synonymous terms: mixed reality and computer-mediated reality.

The primary value of augmented reality is the manner in which components of the digital world blend into a person's perception of the real world, not as a simple display of data, but through the integration of immersive sensations, which are perceived as natural parts of an environment.

Trend Metrics

Trend Timeline (Last 4 weeks)

Based on web searches worldwide.

Disruption Breakdown

Success Factors

Cost Efficiency

Based on the cost of production and speciality needed in machinery and job roles.

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Ability to Mass Produce

Based on ease of access to all components and level of personalisation required.

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Speed to Produce

Time taken from manufacturing start point to consumer ready.

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Concept Realisation

Based on proven case studies of the technologies and concepts used.

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Consumer Needs Met

Based on consumer interest, needs and demand.

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Disruption Factors

Ecosystem Potential

Potential to integrate into existing consumer ecosystems (digital or lifestyle) and potential to create new ecosystems.

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Potential to Change Consumer Behavior

Potential to change behavior of the consumer if delivered successfully. Based on creating new interactivity, delivery systems, a unique service or through new knowledge delivered.

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Potential to Change Industry Behavior

Potential to change industry behavior if delivered successfully. Based on creating new technology, leveragable delivery systems or through new knowledge gained.

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Uniqueness of IP

Based on amount of existing consumer products and services leveraging this idea and examples of successful case studies.

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New Knowledge Gained

New technical, development, manufacturing or consumer knowledge gained if delivered successfully.

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Success Potential

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Disruption Potential

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Total Disruption Score

76

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If delivered successfully

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