02/07/2019No Comments

AR is dead, long live AR!

Augmented Reality is Dead?!

 

OK let me explain. AR definitely isn't dead, but a shift is occurring, and this is my prediction -

"AR over the next 12 months, augmented reality will become more commonplace, useful and integrated into our everyday lives than ever before."

 

Augmented Reality (AR) is a medium / platform allow people to superimpose digital content into the real world. You might be familiar with the concept. Snapchat Lenses are a fun way to add bunny ears, face swap or create interesting selfies.

Or maybe you've delved a little deeper and seen how you can view a piece of virtual furniture into your room. Check out the Ikea Place app for a great example of this.

Image Credit Facebook

Essentially anything that let's you see digital content overlaid or integrated into the real world can be defined as augmented reality.

The Shift in AR

AR has been around to years, we tested and played with this back in 2012, and then the hype died down. At that time it felt like a gimmick, and I don't do gimmicks!

In recent years, AR started to emerge once again, mainly down to the advances in tech (smart phones, Android ARCore, Apple AR Kit), which lead to fun apps, such as SnapChat.

Most of the apps have been for entertainment, and really served little other purpose.

But that will change. And it could be driven by Facebook of all people. Facebook launched Spark AR Studio, a way for developers to create augmented reality apps to feature in Facebook and Instagram.

Spark AR Studio Augmented Reality Facebook Instagram

Currently, most of the AR content on Spark AR Studio is "entertainment" based. People are experimenting, testing and having fun.

But what will be interesting is when we see Facebook start to monetise its platform and users. I predict that Facebook will create a centralised AR platform, not only for "funky selfies", but also for business, brands and products.

I mentioned earlier that Ikea have the Place app, where you can preview furniture within a real world. Well others are at it too, such as Wayfair and Amazon

And it's my prediction that Facebook will create something like Wayfair and Amazon , but 1000x greater!

Wayfair and Ikea are all very much self centred, they serve themselves, you can't "shop around". And I can't blame them, why should they.

Amazon and Facebook are potentially very different. These both aren't self centred, they can offer the users anything. So imagine an AR marketplace where you can browse 1000s of items, no matter who produces it.

And don't think AR is just for furniture either. Fashion, art, accessories, paint, hair styles and almost anything else could take advantage of AR.

And then there's the opportunity for augmented reality to do a full circle, and use AR for entertainment, promotion, brand awareness and just good old fun.

Facebook / Instagram is going to be the place to be. If they get it right, they'll be to go-to app for AR, and everyone will want to be on it. Think of it like a business not wanting to be on Google, it just wouldn't happen!

 

"I believe augmented reality is a huge opportunity for forward thinking retailers to promote their products and brands. The attention will be undervalued to begin with, but trust me, that won't last too long."

 

So what does this have to do with Punch Digital? Well moving forward, we will be developing augmented reality content on the Spark AR platform. It'll be business like ourselves that will give businesses, brands and products a way to get their content easily onto these platforms, so we're keen to show how this is possible!

Keep your eyes peeled for augmented reality updates!

And if you have an idea, concept or would simply like to know more about augmented reality, then get in touch!

Thanks,
Dean

14/06/2016No Comments

Virtual Reality is here!

Virtual reality is here, and there's no hiding from it!

As we all know, the tech world doesn't stand still, new devices and innovations are constantly being brought to the market place, and it's very easy to become overwhelmed by the constant stream of new tech. However one area of technology we're very keen to get our hands dirty with is Virtual Reality!

Virtual Reality Headset VR 3D

For those who are less acquainted with the concept, virtual reality is essentially a way to immerse yourself in digital environments and content, via a wearable headset. In the past, the term "virtual reality" has been used for numerous 3D based ideas, such as interactive walk-thoughs, but it is now being commonly used in context with the headsets.

Anyway, why are we excited by it? Well firstly we love new tech! And secondly I believe this is a step towards fully 3D content for everyone. 3D TVs came and have almost gone (fantastic!), and virtual reality should be the next big thing.

There are many headsets on the market now, such as the HTC Vive and Oculus Rift, but the one we have gone for is the Gear VR. Out of those 3 we have perhaps chosen the least powerful, weaker graphics, and not quite the cheapest even, but what it does have is the ability to go anywhere, it's fully mobile, literally.

The Gear VR is essentially a Samsung smart phone (ours is the Galaxy S7), coupled together with the gear VR headset. The viewer inserts their phone into the headset, and straps on the Gear VR, and they are immersed into Virtual Reality! The HTC Vive and Oculus Rift both need to be connected to a powerful PC, for which gaming is a must, but we feel this limitation will be a huge sticking point for a lot of casual users.

Virtual Reality Headset VR 3D Samsung Gear

The Gear VR Headset.

Most people now have smart phones, and just about any modern Android phone can be turned into a virtual reality headset with either the Gear VR or Google Cardboard, and I'm sure the likes of Apple and Microsoft won't be too long in releasing their own versions.

So what can you do with a virtual reality headset? The easiest, and perhaps one of the most interesting things to do is go and watch some amazing 360 videos. Youtube, Facebook and others now host 360. There are also 100s of apps and games to play and use, from simply watching Netflix in virtual reality, to engaging, playing and meeting people in virtual social worlds; even Facebook has plans to turn their social network into a VR experience!

But what about what we plan to do with VR and the Samsung Gear? Firstly we're going to have some fun! We're going to fire up some VR apps, watch some 360 videos, and research (yes researching can be fun!), and we'll see what grabs us, and what doesn't. There's no point in diving straight in and producing content that either doesn't work, doesn't engage, or isn't useful.

After that we'll know more about the direction we want to go in. At the moment we see two paths, 360 video, and interactive environments. 360 video is become quite well established, with YouTube and Facebook both supporting 360 videos natively inside a web browser (essentially all you do is load the page, and the video will play, so no need for any software downloads). 360 videos are relatively straight forward to create, similar in a way a CGI image or animation is created, however ensuring the user is engaged, entertained and even guided by the content will be just as important as the content itself.

Interactive environments and worlds are more complex to create, and are quite comparable to computer gaming and interactive walk-thoughts. An entire environment is created, and the user can play, explore or even learn through interacting with the virtual content. How the user interacts depends purely on how the game or app is created. With some apps you can look at an object, and press the button on the side of the headset to "click" the object, and other you may need a gaming controller to move easily though the world.

Both 360 videos and interactive environments have their pros and cons, and as I've already mentioned, once we've done our research and had chance to digest what we think works and what doesn't, we'll then start to take steps to produce demos and really get our hands dirty!

For now, all I can say is we're excited and really can't wait to get stuck in and start creating brilliant VR experiences!

Dean

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PUNCH DIGITAL

Punch Digital Services Ltd

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Peel Walker
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Elland
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