Typically of a city renowned for the quick uptake of new technology, augmented reality has firmly made its mark in Dubai with the launch this month of the beautiful Porsche designed Blackberry P’9981.
The smartphone comes with Blackberry’s own augmented reality app, Wikitude, built in. Obviously, it is not only the rare owners of the Porsche designed smartphone (which looks like it will retail at around $2,000 and is only available in the Porsche shop) who use Wikitude. Voted best Augmented Reality Browser for three years in a row (2009, 2010, 2011), Wikitude has over 150 million places and interactive content.
So why has augmented reality become such a massive hit? Go back a couple of years and many were talking of its early demise. But, as with other cutting edge technology that couldn’t find it’s audience, the increasingly powerful smartphone market has allowed it to flourish.
AR apps like Wikitude gives users the tools to create their own augmented reality, you can tag hotels, restaurants, your own home, meeting points with information that others can easily see when they point their smartphones at their surroundings. If you sufficiently tech savvy, you might want to show off with an animation. And it is the big fun interactive element that has made it a really take off.
For lovers of social media it is a great way to get your Facebook page, Twitter name, LinkedIn profile, or YouTube videos out in the public domain as well. Say you work in Hilton Dubai Creek, you can tag the building with your details and anyone in your AR network will easily find your online details as well as manning the reception desk.
Of course, Dubai is no stranger to augmented reality. Go to the Dubai Department of Tourism and Commerce Marketing website, and you can download the DefinitelyDubai augmented reality smartphone app. The app allows users to see what is going on in the city. By pointing your smartphone along any street in the city, the camera allows you to see buildings overlaid with labels that tell you what is happening inside.
Although the premium price of a Porsche Blackberry places it outside the range of most people, augmented reality apps are available for most smartphones, making it a marketing opportunity not to missed.
Augmented reality is science fiction made fact. Want to know how the showroom sofa would look in your home, download the app and you can quickly find out. By getting people to interact with products on their phones, there is real possibility they’ll be more likely to go into a store and buy it.
Where once AR demanded too much oomph from your laptop or computer, the processing power of smartphones has given it the kiss of life that means it will become part of everyday life in the not too distant future. Although many considered augmented reality a short lived gimmick, the gimmick has quickly become a favourite of advertising agencies and the general public alike. Ignoring its power to inform and entertain the clued-in Dubai consumers will leave you eating the dust of more streetwise competitors.
On the hunt for more Augmented Reality (AR) in Dubai, I have recently come across a few more examples. The first is to be found at the tallest structure in Dubai, the Burj Khalifa. On the 124th floor viewers can use a telescope to view a live stream of Dubai. If a location of interest within the field of view is selected then additional information will appear on a screen. At the moment this is limited to tourist attractions. Panadol , also ran an AR campaign to launch their new packaging in Mall of the Emirates (Talk Partnership).
Mapping projection is more prevalent in the region with examples of the Fanta Chase and the recent unveiling of Green Line metro in Dubai. Nabil Moutran, the Regional Director from Ogilvy One explained that the reason AR hasn’t yet been strongly picked up in this market as in other regions , is simply due to the fact that the new world of digitalisation from a marketing perspective is still being explored. He expects rapid growth to come in digital marketing as a whole. However, he emphasised that Ogilvy One, whilst constantly looking for new technologies and methods to engage with consumers, considers the creative idea as central to brand marketing. If the idea then allows Ogilvy One to explore new tech such as AR, then it is proposed.
“We believe in innovation, but our focus remains on developing strong ideas.”
A strong and effective marketing idea is vital to the successful promotion of products or services and at the moment AR may not be the best delivery medium. Marketing ideas should be responsive to changes in the local markets and be able to adapt to local tastes and preferences. However, if marketing firms in the region are not developing their digital marketing /AR expertise and looking towards the future then this may be a lost opportunity to become market leaders in technophilic Dubai.
Thanks to Roland for some AR spotting and Nabil Moutran from Ogilvy One ( responsible for Fanta Chase). An enthusiast at the top, Burj Khalifa.
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?
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.