1IFjBuQ

Last Word
Transforming Reality
With investment from tech companies and applications outside the world of
gaming, more companies are seeing the potential for Augmented Reality (AR)
devices, from entertainment to medicine to advertising to shopping. AR has
the ability to change the way we view the world forever.
Google Glass, Microsoft’s Project Fortaleza, Sony’s Morpheus, and
Facebook’s recent acquisition of Oculus Rift for $2 billion are positive
indicators of the future of this amazing technology. Consumers are just
starting to see examples of how boundless AR can be. For instance, one
demo allows users to explore a Tuscan villa without leaving the comfort of
their own home. Another uses AR to help amputees become accustomed to
their prosthetics.
The mass market will begin to see this technology with the Samsung Gear
VR powered by Oculus, which will be compatible with the Galaxy Note 4.
Consumers will have access to the Oculus Store, where you can download a
variety of content like Oculus Cinema, a virtual movie theater.
The question becomes how can we as marketers, and most importantly
consumers ourselves, look to not only augment reality but also transform it.
Imagine taking a virtual test drive—no road required, or “trying on” your own
customized wardrobe without visiting a fitting room. Are we creative and
daring enough to imagine a world where anything is possible
Implications: The public is just beginning to get a look under the hood of
what major tech companies have already invested heavily in developing.
New use cases are explored daily and it will be up to us to shape AR into
something life changing.
Editor - Pilloo Mullan | Editorial Team - Neeti Nayak and Siddharth Raman | Cover Design - Prasad Kamtekar, Art Director, DDB Mudra West.
Artwork – Vithal Malgundkar and Sachin Panchal | Print Production – Chandrashekhar Deshmukh and Hrushikesh Inamdar, Gutenberg Networks India.