Challenges of Augmented Reality for Businesses
Augmented reality continues to rise in popularity as businesses come to realise its potential. From retail to manufacturing, the new technology has plenty of applications and with the hardware only getting better; we expect more and more companies to integrate it into their operational and marketing strategies.
However, it’s not all positives. As with any new technology, AR has its fair share of challenges. Here are just some of the obstacles businesses will need to overcome:
- Additional software for consumers
Amazon currently offers consumers the chance to see how potential purchases may look in their home before purchasing anything. It’s a form of AR that’s available on their app. However, for users to take full advantage, they must have already downloaded a separate app on their phone. This secondary step breaks up the user journey, making them work for the outcome.
- Cost
While AR’s software and hardware is still significantly cheaper than it was 10 years ago, there are still costs involved that businesses may not want to outlay so early in the game. The technology requires lots of 3D applications and developing this isn’t cheap, so taking those first steps into the world of AR can be expensive.
- Devices
As it stands, augmented reality is a predominately mobile-focused technology. Experiments like Google Glass and Microsoft’s HoloLens are still years off from being mass-produced, with challenges like short battery life and limited applications yet to be overcome. This means that whatever problem businesses wish to solve with AR, it must be done through the means of a mobile.
- Consumer safety
While companies like Apple and Samsung can’t be blamed for consumers having accidents while on their phones, businesses looking to take advantage of AR must be aware of any potential safety risks to its consumers. For example, if a company looks to enhance the GPS experience with additional features on a map, they must consider the risks of distraction when driving or crossing roads as pedestrians.
- Content
The potential for AR applications is huge, but as it stands, only a select few companies have translated the technology into consumer-facing applications. Therefore, before launching any type of AR offering, businesses need to invest in creating content to supplement it. For example, if a furniture company wanted to offer consumers the chance to see what a piece of furniture looked like in their home before buying it, a 3D scan of every piece of furniture would have to be uploaded to a central database.
This can take time and obviously, requires large investment.
Our expert team is dedicated to making AR as accessible as ever. We can collaborate with you to create unique AR experiences that overcome these challenges. Get in touch today!
—
GLUE Content is a Melbourne based video content production and animation agency, producing content for some of Australia’s leading companies, brands, agencies and sporting organisations.