Pixels and Policy

Media Hype Could Permanently Damage Augmented Reality

The media appears quite smitten with augmented reality technology, the webcam-based tool that allows graphical, interactive overlays to be placed over most objects sporting a special bar code.

The problem is, excessive media hype could end up damaging augmented reality's much-needed development, turning a possibly great future product into a barely useful current one.

Let's look at why augmented reality is a promising technology almost certain to underwhelm, especially after the hype treatment heaped on its promise by the mainstream medi

Does Augmented Reality Have Broad Market Potential?

Every once in a while I get a really interesting letter about the potential "game changing" business applications of the super-hyped augmented reality "industry." I'm deeply skeptical about AR's ability to change anything until comprehensive standards are developed to define exactly what constitutes an "AR product," but the article I received deserves closer review.

Today's interesting article comes straight from the tech blog Vision Mobile. In the article, Andreas Constantinou, one of a new crop of reporters looking at augmented reality, discusses the unique economies created by augmented reality and virtual worlds with an eye towards the future.

But is Constantinou overly optimistic about the transformative power of augmented reality?

From the Vision Mobile article:

What's interesting is when entire new economies emerge, new systems for creating value and monetising from that value. I would argue that in the last few years we have been witnessing the creation of Augmented Economics, the economy formed by superimposing value on top of our physical world. But let me take a step back to explain.

Let's take a look at the market potential of augmented reality services, both tethered to the webcam and desktop computer model of today as well as some new innovators hoping to bring augmented technology to new and interesting areas of traditionally old-technology business.

ComputerWorld, Consumers, and the Uncertain Future of Augmented Reality

Ever since Augmented Reality hit the mainstream, it seems like every sector of the consumer market is rushing to develop the next major "Augmented Reality capable" technology. Eagle-eyed consumers have been bombarded with everything from pop-culture magazines rendered in augmented animation to the music industry developing interactive AR albums.

Pixels and Policy has always been wary about the proposed miracle of Augmented Reality, even as we cautiously hope for its continued development and fine-tuning. If some recent articles from across the media are any indication, our skepticism about Augmented Reality is becoming a new fad.

Retail Outlets Jump Into the iPhone's Augmented Reality

                     Helping you find your latté

On the off chance you've ever had trouble finding a Starbucks - perhaps somewhere in the middle of Death Valley - now you can point your iPhone down the street and get instant directions to the nearest $5 cup of coffee.

Papa John's Pizza is also getting in on the augmented reality fun through a lucrative sponsorship of the iPhone's latest augmented offering: WorldSurfer by GeoVector.

Point your iPhone in any direction, so the idea goes, and the built in GPS will tell you where the nearest undercooked slice of dough is.

GeoVector and other augmented reality companies are making a lot of dough by catering to Big Pizza. Find out why augmented reality will make sating your lust for chicken wings easier than ever before.

Why Smart Brands are Jumping Into Virtual World Marketing

The release of James Cameron's epic Avatar put virtual marketing square in the sights of major companies like McDonalds.

Today Pixels and Policy looks at why virtual marketing is a potential game changer for smart companies.

Read on to find out why more brands are jumping into the Metaverse than ever before, all thanks to a groundbreaking shift in HOW companies advertise in virtual worlds.