I’ve been interested in the next big enablers of the mobile Internet and I keep reading that they are likely to be LTE—the 4G wireless replacement for 3G and location technologies—augmented reality (much more intriguing). LTE is simply next generation technology replacing the previous and we can take that as a given. Everything will run faster; you’ll be able to move large files around quicker, etc.
Augmented reality, on the other hand, suggests something unique. According to Wikipedia, AR is a “real direct or indirect view of a physical real-world environment whose elements are merged with, or augmented by, virtual computer-generated imagery.” Your phone knows where you are using its on-board GPS and by accessing Google maps, it can determine what’s around you and can—with a touch-enabled screen—tell you about what’s around you.
I connected the term, which I heard today, with the Apple iPhone 3GS ad "Travel" in which the voice over asked if you want your own personal tour of Paris and declares “there’s an app for that” at which time the iPhone articulates “you’re standing at the center of Paris…” with a picture on the iPhone of the front of Notre Dame and the legend below “Point Zero & Notre Dame.” The iPhone app has a series of sites installed which pops up when the phone comes within range of the landmark (using its onboard GPS location finder) and voila!
I get the impression that the ultimate realization of AR will be a phone that is tied into a cloud-resident data base of all landmarks—not a preselected few a free app on the iPhone can store away. With the right app on your portable device, you will be able to ask the phone about anything you’re in the vicinity of—natural or man made—and it will give you all the relevant facts.
The reason AR will be successful is because of the enormous commercial potential the technology affords. The system that knows the exact location of Notre Dame in Paris will also know the location of nearby coffee shops, restaurants, and every other commercial establishment. Furthermore, the software that can tell you about the world around you is also cleverly evaluating you to determine whether to present you an offer for 10 percent off on a Latte from a nearby merchant or a special deal on a French author the software has determined you might like.
The great problem of becoming an integral part of an AR is that you’re being marketed to by the behavior you exhibit in the augmented reality. And the phone is the device that’s enabling it to happen. The device has not become big brother yet. All it currently has is GPS—the network knows where you are at all times (ironically, the average honest citizen is better monitored than nearly every parolee from a correctional institution), a compass—so the network knows which way you’re going, and an accelerometer which could detect if you’re moving or stationary. In the future, the plan is to attach biometric monitors—great for detecting medical emergencies, but wonderful for marketing to you if your blood sugar is low and you need a sugar fix—the patisserie is offering croissants at 10 percent discount with coffee purchase.
I begin to feel as if I’m part of a closed loop feedback system in which I respond to stimuli that are then readjusted to achieve some kind of behavior in me. The Stimuli are marketing incentives and the response from me is the purchase of a good. Great, I’ve become an element in a machine works that’s designed to endlessly cycle virtual coinage.
No comments:
Post a Comment