Augmented Reality - From Gaming to Business Applications

August 2017 marks a significant turning point for augmented reality (AR) technology. While consumer attention has focused on gaming applications like Pokémon GO, the real transformation is happening in the enterprise space, where AR is moving from experimental pilots to practical business applications that deliver measurable ROI.

The AR Technology Landscape Matures

The augmented reality ecosystem has evolved dramatically in the past year:

• Mobile AR Platforms: Apple's ARKit (announced at WWDC 2017) and Google's ARCore are democratizing AR development for mobile devices
• Dedicated AR Headsets: Microsoft HoloLens and DAQRI Smart Helmet are establishing the enterprise AR market
• Development Tools: Unity, Vuforia, and Wikitude are making AR content creation more accessible
• Cloud Services: Amazon, Microsoft, and Google offering infrastructure for AR applications

These technological advancements are enabling a new wave of business applications that go far beyond the novelty factor of early AR implementations.

Emerging Business Applications

Several industries are leading AR adoption with practical applications:

1. Manufacturing and Industrial Maintenance

Manufacturing companies are implementing AR solutions for:

• Assembly Guidance: Step-by-step visual instructions overlaid on physical components
• Remote Expert Assistance: Enabling specialists to see what field technicians see and provide guidance
• Quality Assurance: Visual verification of proper assembly and installation
• Training: Immersive training experiences that reduce learning time by up to 40%

Boeing reports a 25% reduction in wiring harness assembly time and a 90% improvement in first-time quality using AR-guided assembly.

2. Retail and E-commerce

Retailers are exploring AR to bridge the gap between online and offline shopping:

• Virtual Try-On: Allowing customers to visualize products like furniture, eyewear, and cosmetics
• Interactive Displays: Enhancing in-store experiences with digital product information
• Wayfinding: Guiding customers to products within large stores
• Packaging Enhancement: Bringing product packaging to life with additional content

IKEA's AR app allows customers to visualize furniture in their homes before purchase, reducing returns by 35%.

3. Healthcare and Medical Training

Healthcare providers are finding valuable applications in:

• Vein Visualization: Improving first-stick success rates for IV placement
• Surgical Planning: Overlaying medical imaging data on patients for procedure planning
• Medical Education: Interactive 3D anatomical models for training
• Patient Education: Visualizing treatment plans and expected outcomes

AccuVein's AR vein visualization technology improves first-stick success by 350%, reducing patient discomfort and procedure time.

4. Field Service and Maintenance

Service organizations are equipping technicians with AR tools for:

• Guided Repairs: Step-by-step visual instructions for complex equipment
• Remote Collaboration: Connecting field technicians with remote experts
• Documentation Access: Hands-free access to manuals and schematics
• Training: On-the-job learning with virtual overlays

Thyssenkrupp has equipped its elevator service technicians with Microsoft HoloLens, reducing service time by up to 4x.

Implementation Strategies for Business Leaders

Organizations considering AR implementations should focus on:

1. Starting with Clear Business Objectives

Successful AR initiatives begin with specific business problems:

• Identifying high-value use cases with measurable outcomes
• Focusing on pain points where visualization can add significant value
• Establishing clear success metrics before implementation

2. Considering the Full Technology Stack

Effective AR solutions require more than just the AR interface:

• Backend systems integration for real-time data
• Content management systems for AR assets
• Network infrastructure for reliable connectivity
• Security measures for sensitive information

3. Addressing Change Management

AR represents a significant change in how work is performed:

• Developing comprehensive training programs
• Creating champions within the organization
• Starting with pilot programs before full-scale deployment
• Gathering and incorporating user feedback

Challenges and Limitations

Despite promising applications, several challenges remain:

1. Hardware Limitations: Current headsets have limited field of view, battery life, and comfort for all-day use
2. Content Creation: Developing and maintaining 3D assets remains expensive and time-consuming
3. Integration Complexity: Connecting AR systems with existing enterprise software can be challenging
4. User Adoption: Overcoming resistance to new ways of working

ROI Considerations for AR Investments

Organizations are finding ROI in several areas:

• Productivity Improvements: Reducing time to complete tasks
• Error Reduction: Decreasing mistakes in complex procedures
• Training Efficiency: Accelerating skill acquisition and reducing training costs
• Travel Reduction: Minimizing the need for expert travel through remote assistance
• Knowledge Retention: Capturing expertise from retiring workers

GE reports that workers completing wiring tasks using AR guidance work 34% faster and make 97% fewer errors on their first attempt.

Looking Ahead: The AR Roadmap

As we progress through 2017, several trends are emerging:

1. Mobile AR Proliferation: Apple's ARKit and Google's ARCore will bring AR capabilities to hundreds of millions of devices
2. Industry-Specific Solutions: Vertical AR applications tailored to specific industry needs
3. AR Cloud: Persistent AR experiences shared across users and devices
4. AI Integration: Combining computer vision and machine learning with AR for more intelligent applications

Conclusion: From Novelty to Necessity

Augmented reality is transitioning from a novelty technology to a practical business tool that delivers measurable value. While consumer applications like Pokémon GO captured public attention, the most significant impact will be in enterprise applications that transform how work is performed.

Organizations that identify high-value use cases and implement AR solutions thoughtfully can gain significant competitive advantages through improved efficiency, quality, and knowledge transfer. As the technology continues to mature and costs decrease, AR is poised to become a standard component of the enterprise technology stack.

Forward-thinking business leaders should be evaluating where AR can add value to their operations today, while developing the capabilities and infrastructure needed to capitalize on this transformative technology as it continues to evolve.

This article was written by Nguyen Tuan Si, a technology strategist specializing in emerging technologies and their business applications.