Media Hype Could Permanently Damage Augmented Reality

6a00d8341bf7f753ef01157203c76e970b-800wi 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


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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.

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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.

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Retail Outlets Jump Into the iPhone’s Augmented Reality

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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.

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Why Smart Brands are Jumping Into Virtual World Marketing

Mcdonalds 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.

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Augmented Reality Hits a Snag: Layar iPhone App Pulled from App Store

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Back in September we voiced concerns that media hype from around the globe might be putting too much pressure on companies specializing in augmented reality technology. Our fear? That they'd push out inferior products to take advantage of consumer and media hype.

Our concerns were valid, as a recent report from ReadWriteWeb notes that the popular augmented reality iPhone app "Layar" has been pulled from the App Store by its development team. Pixels and Policy reports.

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Augmented Reality Hits the Consumer Market

Augmented reality may be finding a consumer purpose sooner than we predicted.

Between rumblings from independent developer David J. Hinson about a new iPhone augmented reality app and big announcements from Starbucks and Papa John's, the future of augmented reality might be pizzas and cheap gasoline.

Pixels and Policy investigates the rise of consumer Augmented Reality.

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Augmented Reality Comes to Interactive Gaming

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We've reported on how augmented reality has the potential to increase our efficiency and make us smarter consumers, but there's been precious little about how data overlays can make our lives more fun.

DigitalBeat has a great story on how one augmented reality company is turning the world around you into the biggest online game ever.

Pixels and Policy investigates.

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Augmented Reality Contacts Offer Consumers Enhanced Vision

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In the near future, consumers around the world could take a look at 1600 Pennsylvania Avenue and see a lot more than the White House.

Perhaps they'll skim through a drop-down list of every American President, or maybe they'll skim the most recent legislation signed by the President.

Pixels and Policy takes a look at a new report by CNET outlining a brave new world for augmented reality.

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Esquire’s December Issue Attempts “Augmented Reality Reading”

091029-esquire-01 Back in September, Pixels and Policy took a look at the multiple ways augmented reality was creeping into areas as diverse as consumer electronics and space travel.

Now Esquire wants in on the fun, and they've taken augmented reality in an interesting new direction: As a platform for jokes, movie clips, and high-end advertising.

We take a look at the December issue, and why augmented reality might not have a bright future in magazines just yet.

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