� Existing AR applications go beyond the fusion of the printed word and digital content – the manner in which we experience our external environment as a whole is undergoing major disruption as well. ‘WikiTude’, ‘TagWhat’, ‘Junaio’, and ‘Sekai Camer’ are a set of so-called augmented reality browsers –apps that enhance the physical environment that surround us, adding a layer of interactivity and information to physical objects. Austria-Based Wikitude has held the title of "Best Augmented Reality Browser" for four years in a row. Its Wikitude World Browser “connects you with the world around you in a completely new way”, letting you discover information on places, people and games while the SDK (voted Best Developer Tool or Platform in 2011 and 2012) allows developers and agencies to create AR-based applications and upload their content inside the app. Founded in 2009, TagWhat is another impressive “reality browser” which, in the words of its creators, is “the most comprehensive feed of hyper-local content in the world.” Utilizing crowdsourcing, social network analysis, partnerships and its proprietary algorithms, TagWhat helps you find and sift through local deals and ensures that “you never miss what’s happening nearby again.” � Last but not least, a few mobile apps are simply unique at what they do and can’t be pigeonholed into any one category. ‘Word Lens’, for examples, serves as a real-time translator – all that’s required is your smartphone’s camera and the text that you’d like translated (no internet connection needed). With over 4 million downloads and the self-proclaimed “number one travel app in more than 60 countries”, ‘Flightradar24’is a fun program that serves as a “virtual air traffic radar”, which displays in real-time the route, speed, altitude, photos and other information of air traffic. And then there’s Google Googles, an app that enables search from through images/photos of a physical objects taken with your smartphone camera. Just like Apple with its famous software-hardware integration, a number of companies have made great strides in the AR-enhanced gear. Canadian Recon Instruments, for example, entered the spotlight with the release of its heads-up display for alpine goggles. And later this year, the company plans to launch a device called the ‘Jet’, which, in the words of the makers themselves, is “sunglasses built for bike riders, kayakers, runners and general athletes.” But one company operating in the space has its beginnings in the last century. Dating back to 1997 and now listed on Canada’s TSX Venture Exchange, ‘Vuzix’ is a “quiet” industry leader with an extensive line of augmented reality eye-wear products and accessories designed to “meet every need.” Despite the overwhelming growth of AR software and hardware, one innovative agency in particular – ‘Hidden Creative’ - has embraced this trend by being one of the first to provide AR-related services to more traditional businesses. Merging creative execution, technology, and business, Hidden works with its client that would like to to utilize AR technology in their marketing and sales activities, helping them communicate the essence of their products. But as any young field still dominated by researchers and a handful of innovative players, augmented reality is not without its challenges. Present Challenges and Future Developments The next few bullet points describe several major several challenges faced by both individuals and corporate entities that have something to do with AR: Early adopters dominate - there is currently a lack of apps have truly “caught on” and achieved mainstream recognition among the population. Limitation of current hardware and software abound - existing mobile phones have limited battery and computing power. The “bulkiness” of current head-mounted displays (HDMs) and the imprecise nature of Global Positioning Systems (GPS) is another challenge. AR Remains an Exclusive Club - there is a lack of open standards, ubiquitous technology and complete infrastructure, limiting the number of people, companies, and organizations that can create and deploy AR applications. Navigation in Underdeveloped - in contrast to the World Wide Web that has a straightforward system of hyperlinks that organize the plethora of information that it contains, there no equivalent for AR-based applications. Despite these problems, augmented reality will help the human race to transition from “augmenting” its environment and “augmenting” humans to augmenting ‘reality’. Without a doubt, we can expect further utilization of AR in variety of industries and sectors, from aerospace, to medicine, military, and, of course, in a wide set of commercial applications.
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