Augmented Reality seems like a concept that could change the
way we live our day to day lives, doesn’t it? The concept of being able to put texts,
pictures, and other objects normally found only online into the real world
seems to have a plethora of potential uses and, more importantly, the potential
to bring great profit to the companies that can take advantage while the
technology is still in its developing infancy. However, Howard Ogden of
TechCrunch takes the stance that this period of growth has already come and is
now on its way out, with the concept of Augmented Reality passing the average
person by.
Photo by Business Week
Augmented
Reality saw its biggest growth to date back at the end of the first decade of the
21st Century, with companies such as Wikitude, Layar, and Junaio coming into
being circa 2009. These companies act as the sort of Google or Bing of the
Augmented Reality world, allowing users to search for the media that they want
transposed onto the real world. However, the problems with Augmented Reality
came about in the beginning of this decade, around 2011, when these companies
felt as though the greatest profit margin would be not with the individual
user, but with large corporations. They pigeonholed themselves into a market of
providing a marketing and printing service to these large companies, and
completely overlooked the burgeoning market for Augmented Reality accessible to
the common man.
Another
issue that the Augmented Reality companies that currently exist face is that
they are all remarkably similar in layout and use, as well as from a technical
abilities standpoint. Ogden holds that this can work in a large, public market
such as the one that companies like Google, Bing, and Yahoo survive in, but in
a small market such as the one that these companies are currently in, every
company has to fight just to keep itself afloat.
In an attempt
to fend off the expected decrease in profitability, the companies that are
currently in the industry are attempting to sell their service to companies in
increasingly less industrialized countries, mostly third world nations. The
hope here is that the companies can continue to seem up to date and sell their
service at a profit without needing to invest in the technology any further,
but in the long run this will prove to be only a stall tactic, as eventually
even in third world countries the Augmented Reality services will become but
commodities amongst large corporations. Currently, almost no companies are
looking to bring the Augmented Reality technologies being employed at this
level to a more personal system.
So the
question we are left with is this: does Augmented Reality have one foot in the
grave, or is it a technology that has yet to ripen?