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September 09, 2009


Frank Spillers

Very interesting Manoj- thanks for sharing. Challenges outlined in your deck are helpful. I didn't see your case studies. I would also like to know more about the localization factor you see for India. Is it at the infrastructure level or are we talking content and context as well?



Hi Frank,

Your article is quite interesting. And thank you for providing excellent reference. I'm working for a mobile solutions company based out of Bangalore, India. Though AR has tremendous potential in engagement, will it scale up since its limited to few hi-end mobile phones? We believe if we innovate AR and make it available to all users, it will provide much more value for both brands and end users.
We have created a customized AR app called intARact for Indian market. Please find few details about our product in http://telibrahmaindia.blogspot.com/2009/12/intarct-ideal-solution-to-make.html

You can also go through our AR campaigns for NIKE India and HSBC India in our blog. Let us know what you think about it..

Good day,
Manoj Kandasamy.


Under the "Benefits of AR" section, you mention that it requires little interaction. I'm thinking you mean little interaction with the device that's mediating your AR experience?

Even with the limited set of interaction patterns driving AR experiences for the moment, there is a great deal of physical and social interaction that happens in relation to / with the real world around you while you're having a small set of interactions (say, not much control usage, in conventional usability / hci schemes) with your AR enabled device.

This shift in the context of the interactions presents tremendous challenges for all parties (designers, users, developers, etc.), but it's also absolutely fabulous, b/c it's indisputable evidence that the experience is no longer confined to the interface. Mobile AR has completely shattered the context barrier.

Or, at least, that's how I'm seeing it so far...


Nice summary on AR today. As a long time follower of the AR trend I'm a bit baffled as of late in how much sheer OMFG is happening around AR. All of this really due to folks coding up interesting hacks and ideas on Android and the iPhone.

I see more cons on the horizon then pros sadly. I think AR will be mass gimmick ware for a good 1-2 years, amassing 50+ apps that all can do something supposedly truly amazing with an AR stint to them, but like most innovation on the web, true stickyness to applicable need/want/desire is short lived. This list will get paired down to 5 or less and those will battle it out fiercely for consumer attention and real behavior shift/adoption.

In some ways AR's experience is going to parallel LBS (location based services) experience on the app scene. Dozens if not hundreds of apps can tell you where the nearest starbucks is in your hood- but odds are, you probably sorta knew already. Its not to say LBS isn't useful, it is, just when ya need it. But I also fear at times, that these new technology trends make us dumber in that we don't give our own sense of direction and general awareness powers credit.

The other big con on for AR is the layer scene. There will be dozens of competing layers of AR related data. Many will compete to get us all on the same platform of data. Clearly I see players like Google having the most to win, and they are basically watching the scene whip out a few thousand ideas around AR and looking to see what will stick, and then they just have follow along and turn it on. Having Google Maps and all their massive info all knowing structure is huge, yet you don't see them festering about the AR scene. They too are waiting to see what a few thousand people make, see what real users use and adopt, and then, they'll get in on it.

So for now, we'll have alot of AR gimmick soft, cool ideas, hacks and wonder stuff, thrown together to make us dream of the flying car of the future and more. Hopefully some startups will be mindful of Google's all observing eye and focus on real applicable consumer need and experience. The biggest gain you could have is building something that really sticks, showing everyone, and then getting acquired.

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