Augmented Reality in Dubai?

25-08-11 Alison Parker 2 comments

The way we visualize our physical environment could be about to change thanks to progress made in applying augmented reality to our spaces. Augmented Reality allows information about your real environment to connect to a display interface (mobiles and eventually glasses) allowing added information (the augmented bit), multimedia, interaction and on-demand information to enhance your sensory experience of the world around you.  These enhanced AR systems can track and adjust to the users movements within their environment. It has already been around since the 90’s being used  in industries like the military, engineering, film and robotics but could it become the widespread and familiar experience to all of us?

Augmented raybans

Do you think my augmented Ray bans look OK?

Some of you may already be using geo-located AR through your mobiles overlaying information on your location to help you navigate your way around unfamiliar cities and choosing where to eat, gaming or watching sportscasts with an AR overlay but what are the prospects?

Ultimately it is envisaged that it  will change our cognitive experiences of space engaging us into it, helping  understand community, present and historical contexts allowing for greater interaction.There are some great examples of use and possible use e.g. Hoppola and Superimpose created a sensitive AR layer in Berlin bringing history back to life by recreating the Berlin Wall; the Oxford Natural History museum is working on their AR exploration of exhibits and an app may be soon available for i Phone to allow you to watch scenes from movies shot where you are located. Mass consumerism of this is not too far in the future and once a portable system has been developed combining display, tracking and hardware without any of the current issues there could be widespread application of AR. Current barriers include  getting the virtual world to map precisely with the real world (tracking) and merging seamlessly with user movements as well as creating a portable interface for the consumer that will be secure and universally operational .

So has AR arrived in Dubai yet and is there a market opportunity? I have been struggling to find examples but some Dubai residents and visitors may have seen the digital Memac Ogilvy’s Fanta Chase in Downtown Dubai earlier in 2011. Dubai’s Department of Tourism and Commerce Marketing (DTCM) has a new i Phone application for visitors to promote tourism, do you know anyone using it? The recent release of Augmented Reality (AR) Platform for Android smart phones from Qualcomm will allow Dubai businesses, advertising agencies, gamers and educators to build applications based on their platform. What’s clear is that  Dubai marketeers will be using AR marketing more in the future.

Here are a few well known examples of innovative AR applications from around the world.

Heineken ( Taiwan)

Lego

Rayban Virtual Mirror Webcam



Discussion

  • Roland

    It’s always good to see more and more interest about Augmented Reality in the region. There have been actually many AR projects in Dubai and the region and some of them can be found on http://ararabia.Wordpress.com.
    I know of many others that are not on that blog such as the Lipton, Dettol, STC cases in Saudi for instance…

    25-08-11 Reply
  • Alison

    Hi Roland,
    Thanks for the update, I will be checking out your examples in more detail for a follow up I am doing .Since I posted this I have become aware of a few others but hadn’t heard of these.The gaming market is quite large in the UAE so I expect a few examples are from this sector? Regards, Alison

    25-08-11 Reply

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