AUGMENTED REALITY A complete overview of what augmented reality is - - PDF document

AUGMENT’S ESSENTIAL GUIDE TO

AUGMENTED REALITY

A complete overview of what augmented reality is and how it will revolutionize business.

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This ebook offers helpful insight on augmented reality and how it applies to business from the team at Augment. Our software enables businesses to confjgure, manage and visualize 3D content through augmented reality: www.augment.com We regularly join the conversation on augmented reality, covering all news in the market and how it applies to businesses across several industries: www.augment.com/blog At Augment our mission is to seamlessly connect our physical and virtual experiences. Together, we want to change the way people see and imagine the world around them. Augmented reality (AR) can be applied to many markets - entertainment, gaming, navigation, design, marketing, sales, omni-commerce retail (just to name a few). AR adds a digital overlay

• n top of your real environment in real-time.

With such a revolutionary technology, we felt it was important to show what AR can do at the ground level as well as give insight into where it’s headed. We have become a thought leader on augmented reality, speaking on everything from developing mobile solutions for AR to predicting how it will impact business verticals like retail, manufacturing, and architecture. This short book is a thorough overview of what AR truly is, how it works from a technical perspective, and the way it will revolutionize innovation in business. We’ll begin with explaining how augmented reality differs from virtual reality and which software and hardware teams are currently leading the AR market. In Chapter 2, we’ll look at the process

• f creating 3D models and the technology used to create AR experiences. Chapter 3 will give

you a forecast of how AR will change enterprise - from design, B2B sales, marketing, and omni- commerce retail.

Let’s dive in.

INTRODUCTION

Chapter 1: What is Augmented Reality? 05 Current Landscape 09 Chapter 2: How Augmented Reality Works 14 The technical process behind AR 14 3D Models and Processing 14 Augmented Reality SDKs 16 Tracking 18 Rendering 19 Chapter 3: AR for Enterprise 23 How AR will Revolutionize Business 23 How AR Applies to Enterprise 24 AR and the Business Life Cycle 28

TABLE OF CONTENTS

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Not very long ago, huge leaps in technology only seemed possible in the world of science fjction; in reality, tech improved at a slow, predictable pace. Ironically, that fjction has come to fruition, and it is changing the world of today. An emerging technology promises to make these dreams of sci-fj innovation more real than they have ever been. With applications ranging from entertainment to enterprise solutions, Augmented Reality (AR) is poised to become the technology of the future.

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No one could have anticipated the likelihood that “Glassholes”—people who constantly talk to their Google Glass, ignoring the outside world—may have actually been onto the cultural times of the future. Although the term died out when production was ceased in 2014 as Google decided the technology was premature, augmented reality is now thriving in its adolescence. When tech giants like Facebook and Google start investing heavily in certain technologies, the rest of the world notices. Goldman Sachs’ full market report on augmented reality and virtual reality (VR) estimates that in a worst case scenario, AR will become an $80B market. They estimate that if AR hits an “accelerated uptake”, the market may grow to a massive $182B. Augmented reality is a very different technology from Virtual Reality, and knowing the difference between the two will help develop a better understanding of their strengths and how they will apply to both businesses and the end consumer. This article can provide a brief overview, but for now, let's start by examining Augmented Reality, what it is, and how it differs from Virtual Reality. Augmented reality is a technology that allows for virtual objects to be placed in the real world in real-time, enhancing our information about the world around us. Imagine looking outside and seeing today’s weather forecast appear before you on the window itself. AR layers detailed information over what we see around us while still allowing us to navigate through the real environment. AR is not a new concept. In 1968, Ivan Sutherland made the fjrst attempt at AR when he created the fjrst head-mounted display (HMD) that rendered simple wireframe drawings. The 1st and Ten Line computer system was fjrst broadcast by Sportvision in 1998, casting the fjrst virtual yellow fjrst down marker during a live NFL game. In 2009, Esquire Magazine

WHAT IS AUGMENTED REALITY?

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became the fjrst print publication to try augmented reality. Sports cars have had similar technology for projecting the speedometer onto the windshield for years. It allows drivers drive more safely by providing critical information without forcing them to take their eyes off of the

• road. As AR continued to mature, it has grown into a technology that works seamlessly with

the physical world, leading to exciting opportunities in areas as diverse as gaming, marketing, manufacturing, and retail, just to name a few. Virtual Reality differs from AR in a few key areas. First, VR seeks to not just enhance reality, but to recreate reality in an immersive environment. To accomplish this, users are often separated from the real world by headsets (often referred to as HMDs). HMDs completely block out the user’s surroundings, isolating them from the outside world. Such technology is indeed immersive, but it is also somewhat limited in its applications. Certain types of training might be enhanced with VR, and gamers are salivating at the thought of being able to actually inhabit their games. Currently, the gaming and entertainment industries have found the most success with this quickly developing medium. This distinction between AR and VR is based on the current state of both technologies. However, the future will bring head-mounted displays that are capable of both AR and VR (we’ll touch on that later). It is easy to imagine an HMD that allows users to see through to the outside world in AR mode, then becomes opaque and switches to VR. There are no known players developing such a hybrid system, though it is likely on the roadmap for every active company in the space. AR and VR remain separate domains performing different functions; VR seeks to create a world of its own separate from reality, while AR seeks to increase a user's experience in the real world and enhance reality.

Milgram’s Reality-Virtuality Continuum (1994)

Real Environment Augmented Reality (AR) Augmented Virtuality (AV) Virtual Environment

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An enhanced reality that works seamlessly between VR and AR is known as Mixed Reality (MR). Mixed Reality and Augmented Reality, while labeled differently, are virtually the same in

• practice. Both allow users to experience the real world while overlaying a digital interface in real-
• time. The main difference between the two is that MR seeks to blend reality with computer-

generated imagery to such a degree that the two become almost indistinguishable. The ability to switch between a mode that is fully immersive and one that just adds an overlay to the user’s environment is what delineates MR from AR. While that sounds exciting, a true MR system is still on the horizon but the specifics of how it will function and what the hardware will look like are still speculative. Even after Magic Leap,

• ne of the leaders in the development of MR tech, received huge investments from the likes of

Google and AliBaba, they have remained in stealth mode, closely guarding every detail of what they are building. Their debut is highly anticipated. The technology for augmented reality, on the other hand, already exists and is rapidly

• improving. One such example of a consumer-focused use of AR is Facebook’s popular app
• MSQRD. MSQRD, a shortened version of the word Masquerade, uses face-tracking software to

allow users to see a real-time update of their selfie wearing a variety of masks. These masks move with the user’s face, change expressions, and can even be controlled by slight movements of the head. Choose the Iron Man filter, for example, and a quick nod will cause the mask to slide down over your face and the eyes to light up. Facebook paid an undisclosed sum for this app and the company behind it. Many saw it as a response to Snapchat’s acquisition of Looksery, another AR selfie app for which Snapchat reportedly paid nearly $150M. The demand for AR is certainly there and it will not be long before it finds its way into almost every aspect of day-to-day life, including advertising, entertainment, vehicle safety, and more. The fun, consumer-facing applications of AR are growing in popularity, yet AR offers far more in the world of enterprise, providing new ways to engage with customers and streamline

• processes. It is this aspect of AR that we will discuss in the following chapters. Before delving

into the possibilities of Augmented Reality, though, it is important to look at the marketplace and how the technology is currently being used. Just how big is the current AR market? In a report by global market research firm M & M, Augmented Reality was a $1.72 billion business in 2014 alone. That figure is expected to climb

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to $58.6 billion by 2020, with the majority of that growth taking place in the United States. VR/AR, M&A advisor Digi-Capital projects this growth to be even higher, with AR reaching $90 billion by 2020. They also predict that AR will take the lion’s share of this growth over VR; a quick glance at the current applications of each technology helps explain this projected disparity. While Virtual Reality is an exciting field, VR hardware costs relegate the technology to early adopters and hardcore gaming enthusiasts. As of right now, VR headsets can be expensive depending on the quality and the hardware needed to run these programs are just as costly. In contrast, much of the current AR tech is being developed with mobile phones and tablets in mind, making it much easier for the average consumer to afford. Although AR headsets face similar challenges, mobile AR solutions prove this technology is not

• nly accessible through head-mounted displays. AR works with what users already have in

their pockets: smartphones and tablets. Mobile AR solutions work through apps that use the phone’s camera in conjunction with sophisticated software to integrate holograms or 3D models with the user’s environment, creating an AR experience on devices consumers already

• wn and understand.

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CURRENT LANDSCAPE

Hardware

As of now, the best-known AR device is the Microsoft HoloLens. Looking like a sleek pair of futuristic sunglasses, and with built-in stereoscopic 3D and spatial sound, the HoloLens is designed to allow users to bring Windows 10 apps into their world by rendering 2D and 3D holograms in the user’s environment. During its debut demonstration, the HoloLens could turn a blank wall into a resizable monitor; fill a desk with Microsoft Word, email, and other apps; and even create a cute little 3D puppy that sat dutifully on the floor wagging its computer-generated tail. Although it is not available to consumers as of this writing, it did begin shipping to developers and commercial partners in March of 2016. Similarly, the Meta 2 AR headset expects to ship sometime in the third quarter of 2016, with no release date for its consumer model. The Meta 2 operates much like the HoloLens, enabling users to manipulate 3D objects with their hands as if they were actually holding them. HoloLens does this with an internal sensor array whereas the Meta 2 is tethered and allows user manipulation using external, mounted depth sensors. Unlike the HoloLens and the Meta 2, which are being produced to enable businesses in a variety

• f use cases, the DAQRI Smart Helmet is aimed at industrial environments. Billed as “the

world’s first wearable human-machine interface”, the DAQRI is meant to give construction workers and manufacturing operators live digital information about the machinery with which they work. For example, a worker on an oil platform would know at a glance the last date a piece of equipment was serviced or if it needed attention. The DAQRI will not be sold to individuals, but to corporations as part of a bundle; it is currently in its pilot phase.

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Nonetheless, the start of the production process begins with OEMs or original equipment manufacturers and some of the lesser known AR hardware producers include companies like ODG and Epson. OEMs play a vital role in mass production, not just within the AR hardware market but with all tangible technology on the horizon.

Software

There is a similar dynamic taking shape in the mobile market. Blippar, Wikitude, and Augment are among the elite in Augmented Reality mobile apps and software. Vuforia is also a major force in the AR software space, but more so focused on AR enablement, powering the experiences in many AR solutions. As early as 2015, Apple acquired Vuforia’s closest competitor, Metaio-a Software Development Kit (SDK) for programming PC, web, mobile and custom offline augmented reality applications. Metaio was also responsible for Junaio, a free mobile AR browser. AR hardware has a longer time period before we will be able to see its mass adoption, but the true applications of AR software is expected to come sooner rather than later. Blippar and Layar are both consumer-facing apps that seek to give users more information about products and objects around them. Dubbed “blipping”, the intention is to enable a user to unlock various bits of information about the object simply by pointing their camera at the

• bject.

For example, Blippar joined forces with the Bank of England to reveal the design for the new £5 note through AR. By blipping any existing Bank of England banknote, you can instantly see an interactive preview of “The New Fiver” as it appears right in the palm of your hand. Blippar acquired Layar back in June of 2014, and their core functionality remains aimed at consumers. Vuforia is an AR platform with a SDK for mobile devices that enables the creation of AR

• applications. Vuforia isn’t a consumer facing

application, but rather the technology powering augmented reality experiences.

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Wikitude is similar in the sense that it offers a SDK, except to create vision and location based AR apps. Augment is designed primarily with enterprises in

• mind. It is built to help businesses throughout their

supply chain, from design to sales to marketing to retail. Augment’s functionality optimizes business workflow, drives consumer engagement, and streamlines sales, saving money and time. With Augment, you can view any product in the real world environment in real-time through a mobile

• device. It’s like having a physical prototype in your

hands, but one that can be altered instantly to show how changes might look in real-time, giving you the information needed to make the best decision. What does augmented reality for enterprise mean? The same questions were raised when customer- relation platforms arose, until Salesforce came to dominate the business-to-business market. Beforehand, the need to maintain interactions with customers was not seen as necessary. AR is another revolutionary technology used both internally and externally, and its mass adoption is slowly but surely progressing. If you ask anyone who is familiar with both “realities”, they would tell you that augmented reality is set to be the bigger market. Until now, though, you have likely only heard the roars of VR; so let us dive into how AR is implemented today. Much of the AR being developed for mobile devices centers on marketing campaigns through interactive print projects, where a user can manipulate 3D media with their phone or tablet.

Augmented Reality and Virtual Reality are the same thing, only separated by a missing common hardware.

—Jean-François Chianetta, CEO of Augment

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These types of campaigns are based on printed materials being used along with the AR software in order to either create an engaging marketing campaign or to pitch their products to prospective customers. The AR enabled tracker, which is an image linked to the augmented reality element, triggers the software to display a 3D version of the object with which the user can interact. They can use the mobile device to examine the product in greater detail or just get an idea of what it looks like in real space. The second way to use AR simply places the 3D model or hologram into the environment and changes its position or scale based on environment tracking and depth sensing of the physical

• world. Better suited for larger 3D models, this can be used to create AR games that, while not

as immersive as VR headsets, still provide a surprisingly realistic experience. Seeing a giant monster standing in your living room can be a frightening sight, even if it is imaginary. It must be seen fjrsthand to truly be appreciated. The uses for AR are nearly as limitless as the value it brings to enterprise. With new applications being invented nearly every day, it will not be long before AR becomes as ubiquitous as the mobile phone itself. In the following chapters, we will examine a few cases where AR is already proving indispensable to enterprise: Augmented reality technology has a variety of uses: product visualization, entertainment, advertising, interior design, information overlay, and even in-store navigation. The benefjts of AR technology to enterprise are numerous, but before we look to the future, it would be helpful to learn the basics of how augmented reality works. Enabling real-time product visualization Streamlining sales Shortening the design phase timeline Providing a unique interactive experience

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VR versus AR:

1. Virtual reality is an artifjcial, computer-generated simulation or recreation of a reality through an immersive environment. It immerses the user by making them feel like they are experiencing the simulated reality fjrsthand, primarily by stimulating their vision and hearing through head mounted displays. 2. Augmented reality is a technology that layers virtual objects on top of your actual physical environment in real-time, adding a digital overlay to our immediate

• surroundings. Together, the two create a space called mixed reality.

The Landscape of AR:

3. The fjrst public acknowledgement of augmented reality began with Ivan Sutherland, who developed the fjrst head-mounted display system. The History of Augmented Reality has been a long-winded evolution. As Augmented Reality progressed it reached various milestones. 4. The 1st and Ten Line computer system was fjrst broadcast by Sportvision in 1998, casting the fjrst virtual yellow fjrst down marker during a live NFL game. In 2009, Esquire Magazine became the fjrst print publication to try augmented reality. Eventually, AR led to Google Glass and now the market is growing with both hardware and software augmented reality forces. Currently, the Microsoft HoloLens, Meta, and DAQRI lead the AR hardware market. While, the software leaders lead the mobile AR market include Blippar, Wikitude, Vuforia, and Augment.

WHAT DID WE LEARN IN THIS CHAPTER?

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HOW AUGMENTED REALITY WORKS

The technical process behind AR

Creating an Augmented Reality experience is a multi-stage process, from the development of the 3D models to the technology that powers the image tracking and depth sensing. Each step is an intuitive process, and there are different methods and practices for distinct

• uses. Whether you are looking to develop in Augmented Reality or you are creating content for

AR headsets, understanding the technical process will help you broaden your perspective. At this point, we will walk you through the concept of 3D models and their deployment in AR.

3D Models and Processing

Augmented Reality allows you to visualize 3D models in real-time and in a real environment. Before AR, 3D graphics were limited to gaming environments, architecture visualization, engineering, and Hollywood entertainment. Although 3D computer graphics continued to evolve in quality, 3D models were still used solely in immersive environments–until augmented reality. AR developed to be the only way to see 3D models as an overlay to the world in front of you. There are two ways to approach creating your fjrst AR experience: create your own 3D content

• r start with already built models from a 3D library.

While AR works with 2D images, AR cannot reach its full potential without a 3D model that can be rendered from any angle, thus creating a digital interface on top of your real world. 3D artists use one of several software programs to create 3D models; the most popular of these include SketchUp, Revit, Cinema 4D, Maya, 3DS Max, and Blender. Starting with a rough sketch

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• f what the fjnal model will look like, the image will typically go through an approval process that

refjnes the idea. Because only a rough concept is needed, this is usually done with 2D sketches and drawings. Once they have been approved, the modeling begins. The more complex the model, the longer this stage will take. A simple box shape with only a few surfaces takes very little time to complete, while a 3D character that moves and talks requires additional stages of work, as the bones and facial muscles of the character must be rigged for realistic animation. Their details are also more intricate, so texturing these models requires more time. This ensures that the fjnal character moves smoothly and naturally so it appears as it would if it actually existed. Next, a texture map, which is the model’s ‘skin’, is applied. The texture map can be styled to fjt the needs of the project, and it is where much of the realism of the model is conveyed. Because it is an image being placed on the model, its level of detail will determine how realistic the fjnished model will look. When the 3D model is completed, it must be rendered in order to be compatible with an augmented reality experience. The top AR software solutions can accept a variety

• f fjle types, including Collada, Wavefront,

and STL, as well as 2D image formats and

• ther 3D software integrations. But the

bigger the fjle (determined by the polygon count), the more rendering is necessary before deploying in AR. Polygons are the virtual straight lines that collectively comprise a 3D

• model. Many times, for mobile AR apps, the 3D model’s polygon count must be below a certain
• threshold. If it is not, the model may be too big to deploy in AR through today’s mobile devices.

If it is too low, it may mean less detail and realism. AR headsets aren’t expected to have this ceiling; as the hardware continues to improve, so will the capabilities of the software. As AR and VR grow, the demand for 3D content for the medium will grow as well. 3D content libraries which developers can use to populate their AR and VR applications will expand. Already, virtual libraries like Sketchfab contain an endless variety of 3D objects from which to choose. Early acquisitions from Trimble show the value in the space for virtual content, as they nabbed

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two of Google’s early 3D modeling platforms: SketchUp and 3D Warehouse. As the enterprise use cases broaden for augmented reality, there will be an inherent need to mass produce 3D models. The future of 3D modeling is wide open for innovation. Think about the potential for automated production, inventory management for 3D fjles, and other areas within this section of the AR process.

Augmented Reality SDKs

3D content still needs an engine to bring AR to fruition, and this software can be adopted through an augmented reality SDK. This AR SDK includes a rendering engine for the 3D model, as well as tracking detection and depth sensing to orient it in the ‘real world’. Each software solution has its own advantages and disadvantages, so it is helpful to understand the different types of tracking used in Augmented Reality. Tango has joined forces with Lenovo for their first Tango-enabled device, called the Phab 2

• Pro. In brief, the Google software has a few capabilities that will power huge leaps for

Augmented Reality, especially through mobile devices.

Motion Tracking

Tango’s custom sensors allow your smartphone to understand position and orientation relative to your environment. Motion tracking gives you real-time information about the 3D motion of a device. Essentially, your smartphone will know where it is at all times.

Depth Perception

Depth sensors can detect how far or close objects are in relation to your device. Understanding depth helps you interact with virtual elements in the real world. Virtual objects will fuse with the true environment, because their depth is anchored to an

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• bject with true scale. On a more practical basis, understanding the real world becomes much
• easier. For example, the Lenovo Phab 2 Pro can use Tango’s software to measure how tall an
• bject is or how much space you have.

Area Learning

Tango devices can recognize the world around them. After learning the environment, the device estimates positioning and also remembers both virtual and physical elements of the space around them. It appears to easily recognize surfaces and the relationships between those surfaces and real objects around you. As mentioned earlier, one of the more widely known Augmented Reality SDKs is Vuforia. In 2015, PTC (an IoT software company), acquired Vuforia from Qualcomm for $65 million. Vuforia bills itself as being designed for “content creators”, and this focus has led it to design a simpler workflow that can be used by developers who are not experts in AR. It centers on what Vuforia calls a VuMark, which is a unique image associated with a specifjc 3D asset or model. With Vuforia, the camera recognizes the pattern or 2D image, and loads the 3D model associated with it. VuMark is the connection between the two. This use of AR is dominant with interactive print, usually for marketing agencies and brands looking to bring 2D materials to

• life. Vuforia’s engine is able to estimate camera position and orientation of the 3D model using

the pattern or 2D image as its reference point. This two-step process is how Vuforia powers augmented reality experiences with image recognition. Rotate the pattern, and the 3D object associated with that image will rotate as well. This is because the Vuforia platform is not only able to recognize the pattern of the 2D image, but is also able to estimate the camera’s position and orientation using that same pattern as its reference point. Augment’s image recognition is “Powered by VuforiaTM,” and it’s used to pair 3D models with specifjc patterns. Augment’s image recognition capabilities are popular for marketing purposes. Image recognition is just one capability of Augment’s comprehensive AR solution. Augment enables businesses to use AR for product visualization which is important for your design team, sales force, marketing department, and end customer. The end user experience with Vuforia is another reason for its popularity. It aims to be a quick and easy solution to create simple AR experiences for mobile devices and digital eyewear. Overall, it’s a widely used SDK with several features such as multi-target detection, target tracking, virtual buttons, Smart TerrainTM, and extended tracking. It can be deployed for

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Windows 10, Android, iOS, and even headsets using the Unity SDK. On the other end of the spectrum is ARToolKit, which debuted in 2001. It is the first open source package for enabling AR experiences, and its computer vision library provides the tracking functionality required to build Augmented Reality applications. While Vuforia is designed to be easy to implement but not open for custom development, the open source nature of ARToolKit allows developers to dive deeply into the SDK and explore what it is capable

• f.

These SDKs solve the problem of tracking the real world, allowing the computer to understand and use that data to create a map to render an Augmented Reality experience; but that is only part of the equation. Tracking and rendering are still necessary to bring the 3D elements into AR.

Tracking

When a movie needs to use 3D elements mixed with live action, the CGI supervisor will place tracking markers around the set in order to give the computer a sense of what the environment looks like. It uses these specific points to generate a rough idea of the space so that the computer-generated element can move around in it and still look realistic. Think of Augmented Reality as the real version —not the work around— for this kind of technology.

How does it work?

An AR SDK must learn and track the environment in real-time, creating and updating its view of the environment many times per second. The most common ways of accomplishing this tricky feat are Simultaneous Localization And Mapping (SLAM) tracking, Depth tracking, and Pattern tracking. SLAM tracking uses complex algorithms coupled with sensor data to build a 3D map of an environment and calculate its position within that environment. Some versions of SLAM use a ‘registered object’, which the computer has already measured, in order to get an initial measurement of the space. From there, the sensors take over and learn the environment while the user moves within the space. Google’s self-driving cars use Lidar, a technology similar to SLAM, that is built to generate a depth map of the surroundings using lasers and 360° view. Depth tracking also uses a variety of sensors, many of which use infrared light to generate a map of the environment. This sensor data is combined with other data from various sources such as an accelerometer or GPS to update the computer’s vision of the world. In cases where

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infrared light is used to measure distance and size within a space, it is important to note that it is ill-suited for use outdoors, as infrared works best indoors or in low-light conditions. In contrast, SLAM performs well outdoors because it relies on algorithms and successive camera frames to generate a cohesive map. Pattern tracking uses infrared lasers to create a pattern of dots, which bounce back to the sensor to give the device an idea of the contours of the surrounding area. It then keeps track of distance and orientation in space by constantly recalculating the shape and size of the pattern. If the pattern gets smaller, for instance, it knows the object has moved farther away. Similarly, it tracks the space and distance between the individual dots of the pattern to get a sense of an

• bject’s shape or to determine whether it is being moved or rotated.

Google has put their own resources behind Tango, their computer vision software that enables compatible mobile devices to navigate the physical world. The software platform brings a new kind of spatial perception to Android devices by adding advanced computer vision, image processing, and special vision sensors. Since Tango is designed to allow smartphone devices to ‘see’ a room, typically indoors. As Tango is set to debut with the Lenovo Phab 2 Pro, it appears depth tracking will soon become a common hardware capability.

Rendering

The most common uses of 3D models today are either in the world

• f entertainment or product design. However, most 3D models are

stuck in a 2D world. Even the best 3D element will still likely only be displayed on the flat canvas of a monitor, and interaction with it will be limited to a mouse or a remote control. But as we have seen, developers are rushing to change that; soon, 3D is going to explode from the screen and begin inhabiting the real world. AR is the end result but there are many software programs and technologies used to prepare the 3D content for such a process. Do all of these pieces of software work together seamlessly? Sometimes, they do not. What is modeled in Blender, for example, might look different when it is imported into Unity, causing the development to stop as the model is sent back to the artist for various tweaks until it is

• correct. This can happen for a plethora of reasons ranging from a small texture problem to the

catastrophic breakdown of a model. This is to say nothing of how it renders on different devices.

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Unity and Unreal Engine

Gamers have been familiar with Unreal Engine and Unity for years as they are used in creating video game environments; nowadays, they are also being used to render AR elements. These two game engines fit naturally in the process of AR as they work in real-time, unlike many other engines that need to compute each image for an elongated period of time. While focusing on realistic graphics using complex lighting and physics systems, the power of Unreal Engine and Unity can definitely be seen in their rendering of 3D assets in Augmented Reality. Unreal Engine is widely recognized for its ability to create immersive 3D environments with incredible lighting effects and realistic physics. Its suite of software can be used to create 2D or 3D games for mobile, consoles, and VR. Powered by ARToolKit, the Unreal Engine 4 AR plugin allows developers to quickly create multi-platform AR experiences with Unreal’s Blueprint visual scripting system. Blueprint is simply a collection of predefjned blocks of code or ‘nodes’ that can be connected together to create code quickly without having to be an expert in C++ or some other scripting

• language. Here again, as with Vuforia, we see an attempt to make this type of technology

available to a wider array of developers who don’t necessarily have an advanced degree in computer science. Like Unreal, Unity is a cross-platform development tool primarily designed for creating 2D and 3D games. A range of tracking plugins are available, including ARToolKit and Vuforia, that align a device’s camera with the in-game camera that Unity uses to render a scene. A fjrst-person shooter game, for example, gets its name from the POV style ‘camera’ within the game world. Aligning a mobile device’s camera with the in-game camera then allows the user to interact with that world as though they were actually in it, creating an augmented reality experience.

Augment Desktop

Augment Desktop removes that guesswork by allowing users to see exactly how their model will render in augmented reality, regardless of platform or device. No matter what program they have used to create their model, Augment Desktop allows them to edit their model, easily confjgure animations, or even add multiple textures to a single model, and then preview how it will look in an augmented reality mobile app. The interface is clean and easy to understand, with animation being handled by a simple click-and-drag node editor. Edits, animations, advanced

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lighting effects, shading, and environment reflections can be previewed instantly, ensuring that the client sees the model exactly as it was meant to be seen, regardless of what they’re using to view it. To most, augmented reality is synonymous with head-mounted displays. Yet the smartphone and tablet market is becoming a major avenue for augmented reality software and services, as Pokémon Go has shown. Many companies are jumping onboard with augmented reality mobile solutions to help improve their services at a business-to-business level. As innovative

• rganizations look to adopt technological trends like AR, we will examine next how augmented

reality will capture the enterprise market.

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3D Models and Processing

1. Augmented reality has multiple stages to the process, beginning with 3D models. Whether you’re creating 3D content or accessing an available 3D model library, it’s important to understand how it develops into an AR experience. 3D artists use several software programs to create 3D models: SketchUp, Revit, Cinema 4D, Maya, 3DS Max, and Blender There are also 3D content libraries where users can purchase already created 3D models, these include Sketchfab and Trimble’s 3D Warehouse. 2. Along with the AR software solution needed to deploy 3D models, the models must be

• rendered. Unity, Unreal Engine, and Augment Desktop are made to render 3D content,

confjgure animations, and texture models launching through an AR solution.

Augmented Reality SDKs and Content

3. Augmented reality engines are created to handle two things: tracking/depth sensing and rendering. An AR SDK must learn and track the environment in real-time. The most common ways of accomplishing this tricky feat are SLAM tracking, Depth tracking, and Pattern tracking. The leading AR SDKs include Tango, Vuforia, and the ARToolKit.

WHAT DID WE LEARN IN THIS CHAPTER?

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AR FOR ENTERPRISE

How AR will Revolutionize Business

Despite the expected roadmap towards mixed reality, there will be distinct use cases for both VR and AR. As enterprise-focused software solutions often take relatively longer to integrate–compared to selling software to businesses for their end consumers–the full adoption of AR in business is still well underway. Some forward-thinking companies have already invested and are reaping the rewards of AR innovation. Let’s explore how AR is enabling full teams and organizations. The digital overlay that AR allows users to add to the world around them is invaluable in

• enterprise. Everything from deciding on which couch looks best in your living room to repairing

manufacturing equipment remotely is possible with AR. For instance, the DAQRI Smart Helmet is meant to deliver real-time safety data to employees in the fjeld and streamline operations such as preventive maintenance. Rather than looking up maintenance fjles and then cross-checking that with deployed equipment, the DAQRI headset could visually alert personnel to possible issues as they walk through the job site. Augmented work instructions showing step-by-step instructions overlaid atop the worksite, thermal vision, and the ability to remotely connect with others in real-time are all possible through this smart helmet. Similarly, the Microsoft HoloLens is capable of integrating seamlessly with any Microsoft OS app and allowing it to interact with you in your everyday environment. Traditional business software such as MS Offjce can be used in augmented reality, allowing you to check your email on the wall of your offjce. Imagine being able to turn your any blank space into an

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augmented reality spreadsheet, visualizing data in ways never before conceived, and allowing for productivity and processes that have never before been possible. By contrast, mobile solutions like Augment do not require a headset in order to create compelling AR experiences because it runs on the current generation of smartphones. The current roadblock for AR growth is hardware limitations. Mobile AR software circumvents these limitations by offering everyone from the end consumer to business teams access to augmented reality through their smartphones or tablets.

How AR Applies to Enterprise

Since the processes involved in creating AR experiences don’t change much from one sector to another, AR can be deployed to a multitude of business types. Building a 3D model varies depending on the use case, but at its core, visualizing products in the real world is where augmented reality applies to each stage of the business. Compared to building a working prototype in the real world, an AR model is almost effortless, especially because 3D models tend to be created and used from the beginning of the design

• process. Because of this, the specialized needs of the vertical enterprise can be addressed with

similar ease. No matter how specifjc a niche business is, an AR solution that applies to that business’ narrow focus can be created quickly and easily. Of course, many different types of companies are jumping onboard with augmented reality mobile solutions to help better their services at both a business-to-business and business- to-consumer level. Defjning core use cases is important with new enterprise technology. As innovative brands look to adopt promising trends like AR, Augment sees augmented reality revolutionizing these four key areas of business:

DESIGN B2B SALES MARKETING OMNI-CHANNEL

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Design

Visualizing future products through augmented reality is helping teams streamline their design process and cut down prototyping costs. Augment bridges the gap between 3D modeling tools and the fjnal product. Previously, physical prototypes have been the only way to see designs in actual size. Augmented reality now allows designers to manipulate and interact with the product in the real world until they’re satisfjed, instead of going through multiple production stages in the prototyping phase. Augment caters to the entire product lifecycle, with tools for both viewing AR through the mobile app as well as confjguring animations and design elements through Augment Desktop–a computer rendering program to preview models before AR. Not only does AR bridge the gap between software, it also connects teams, speeding up the approval process. There is no need to ship tangible samples when product managers can easily deploy the product through augmented reality. Soon, design approval will become as easy as sending a fjle.

B2B Sales

Simulate your products in real size, in your customer’s real environment to drive sales. Consumer packaged goods and manufacturing companies are capitalizing on augmented reality when they sell to their retail clients. Through AR, sales reps present products in an ultra- realistic way directly in the store they are shipping to. For example, Coca-Cola Germany uses Augment to validate refrigerator designs and placement at the point of sale when selling to retailers. With their wide variety of designs and sizes available, it was diffjcult to fjnd the ideal fjt for each store to show customers how Coca-Cola’s coolers would look in their space. The only solution that enabled customers to quickly reach a full appreciation of the product and layout was Augment.

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With Augment,

• ur customers

can scan our catalog and try our lamps at home in augmented reality.

—Rudy Wulff, Creative Director, Northern Lighting Overall, Augment’s customers have seen an increase of +23.5% in net sales year-over-year, and 98% of customers prefer Augment over

• PowerPoint. Augmented reality has improved the

visual impact of presentations and helps sales team close deals faster.

Marketing

Augmented reality is bringing marketing print campaigns to life. Brands are increasing customer engagement through AR experiences, truly bringing a new defjnition to interactive media. Augmented reality can increase the depth of interactive marketing campaigns, adding more content than what is immediately visible. Or, it can give consumers a closer look at products that they have previously only been able to view in 2D. Brands and agencies are quickly adopting interactive media campaigns through Augmented reality, especially in their efforts to engage millennials and the younger demographic. Interactive print has proven to be an engaging and memorable experience while showing a measurable and lucrative ROI long after the initial

• rollout. It is hard to forget seeing an Iron Man hologram hop out of a movie poster.

Omni-Commerce

Through smartphones and tablets, augmented reality is allowing customers to try products at home before buying. Ecommerce will soon become much more intuitive, putting the power in the shopper’s hands through augmented reality. Customers can access an entire inventory of products and launch

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them in their home to get an accurate depiction of how they would look. Ikea has already experimented with an augmented reality experience which allowed you to test their furniture in your own home. Soon, more online distributors will allow customers to “test drive” their products through AR software solutions. Shoppers will be able to try products in different colors and confjgurations and even compare products side-by-side. This real-time AR experience has been shown to boost customer confjdence when buying and ultimately reduces returns. The benefjts of online shopping are becoming more and more advantageous for consumers. It is true that online channels are also a big catalyst in getting customers to visit your physical

• store. As an online shopper you have access to luxuries like product reviews, payment

services, product confjgurations, among other common features. These “luxuries” add to the personalized experience that makes online shoppers extremely active. It’s getting tougher for brick-and-mortar stores to provide such an experience. Yet, providing benefjts for in-store shoppers is proven to be effective and critical when it comes to an

• mni-channel strategy.

Augmented reality has managed to merge the digital with physical in- store products and it has stimulated engagement that drives in-store sales. Consumer confjdence is a big factor behind abandoned purchases and augmented reality is helping to unbox products, without getting hands-on. CPGs and brands are enabling AR images on the outside of their packaging. In this sense, shoppers can scan the product packaging and easily see what’s

• ffered inside without the need to speculate.

Converse used AR to show how shoes will be tried on in the near future. With their Converse Sampler app, buyers can choose any shoe from the Converse catalog and simply point the phone towards you foot to see how the (virtual) shoe will look wearing it. This particular app even supports purchases, so the customer can have the full retail experience of shopping, trying

• n shoes, and making a purchase — all through the power of AR.

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Northern Lighting wanted their customers to try their products at home before buying them, so they use Augment to create interactive shopping catalogs. The premium lighting company allows buyers to pick from their online inventory and launch them in the physical space in front of them. Northern Lighting uses this AR catalog, both in-store to show products that aren’t available on-site, as well as appeal to the online shoppers who want to personalize their experience. As the relationship between AR and retail continues to mature, augmented reality will have an impact in every stage of the process.

AR and the Business Life Cycle

As companies expand from being a startup into an enterprise, innovation is important–and

• ften the catalyst for growth. No matter where a company falls on the growth timeline,

augmented reality is helping departments stay better connected while achieving their respective

• goals. As AR becomes a bigger part of serving the internal and external needs of businesses,

the operations of these enterprise organizations will evolve. Augment uses augmented reality to revolutionize the four areas of business previously mentioned; but at its core, AR is seen to revolutionize the way businesses produce and sell

• products. What is the forecast of the product lifecycle of enterprises of the future?

The enabling of real-time product visualization will change the internal processes of both early- and late-stage companies. For example, a startup business may not have the capital to create a prototype, but with AR, the 3D model replaces the physical prototype. After all, seeing is believing. The same startup could also use AR to streamline its design process by allowing for immediate changes to its original concept before it ever hits production. Did the specs change? Will it fjt? How will it look? Answers that once took days, weeks, or wild guesses will now take minutes to confjrm.

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Not only is product visualization through AR used to shorten the design timeline, but it is also used externally to enable sales teams to sell faster. For business-to-business-focused entities, marketing and enterprise sales usually happen on parallel tracks. With that said, AR will continue to help both initiatives vastly increase their impact and ROI. The ability to show potential customers exactly what product is being offered helps sales teams streamline this otherwise long and convincing process. On the marketing side, product visualization allows the end consumer to see the inside of packaged items or interact with virtual products through a simple image scan. It is the kind of sales tool that will be useful long after AR is no longer considered a novelty, here’s a great whitepaper on the future of product visualization in retail. People will always want to know as much as possible before making a purchase decision, and AR will be the go-to component for ensuring customer confjdence. As ecommerce continues to improve, AR’s inclusion will enable a whole new medium for personalized shopping. Evident in the omni-channel retail, seeing a product in front of you before purchasing online will soon become as common as checking customer reviews. The future of business cuts out the unnecessary overhead that can cause large teams to fail. The cost of creating and shipping prototypes, the time and cost of redesign, and the unlocked

• pportunity in omni-channel retail are all addressed through AR. Whether it is through a

futuristic headset or a mobile solution, augmented reality is enabling businesses to expand their capabilities beyond what they ever envisioned.

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1. Of course, many different types of companies are jumping onboard with augmented reality mobile solutions to help better their services at both the business-to-business and business-to-consumer levels. Defjning core use cases is important with new enterprise technology. As innovative brands looking to adopt promising trends like AR, Augment sees augmented reality revolutionizing these four key areas of business: Design, B2B Sales, Marketing, and Omni-Channel Retail. 2. The business life cycle will change with augmented reality. AR will revolutionize the way businesses produce and sell products. The future forecast of the product lifecycle for enterprise companies changes greatly with augmented reality. 3. For business-to-business-focused entities, marketing and enterprise sales usually happen on parallel tracks. With that said, AR will continue to help both initiatives vastly increase their impact and ROI.

AR at each stage of the product lifecycle

4 On the B2B sales side, showing potential customers exactly what product is being

• ffered on the retail sales fmoor helps sales teams streamline this otherwise long and

convincing process. 5. With interactive marketing, product visualization is allowing the end consumer to see the inside of packaged items or interact with virtual products through a simple image scan. It is the kind of sales tool that will still be useful even after AR is no longer considered a novelty. People will always want to know as much as possible before making a purchase decision and AR will be the go-to component in ensuring customer confjdence. 6. As ecommerce continues to improve, AR is set to become a dominant tool for merchants’ omni-channel retail strategy. Creating an engaging journey for the customer both online and offmine is vital in the digital era. Augmented reality is set to dominate the next age of retail through product visualization.

WHAT DID WE LEARN IN THIS CHAPTER?

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Visualize your product in the real world, in real time

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