Even if you still didn’t know anything about Augmented Reality (AR), surely you hear about Pokemon Go hysteria. But what about the technologies behind this viral game?


Sensorama Stimulator

Star Trek fans know very well the role of Holodeck rooms on Starship Enterprise. But virtual environments where interstellar crew relaxing is a virtual reality. A fiction, both in film and in reality.

Few know that in 1962, four years before the start of the show conducted by NBC, Morton Heilig – philosopher, filmmaker, and inventor, considered the father of virtual reality, made Sensorama Stimulator, a device simulation that combines 3D image with an audio clip stereo, vibrations, smells and breeze through your hair …


Thomas P. Caudell

But no one had heard yet virtual reality or augmented reality back then … Hard to believe, but the emergence of the term augmented reality is not tied to game manufacturers and even to the cinema … The man who coined the term Augmented Reality is Tom Caudella, a researcher at Boeing, who seeking an alternative to classical simulation models used by airplane designer to install wiring in the airplane cockpit. Caudella proposed a mobile device that could wear on his head and could overlap schemes cable assembly over board devices.

Augmented reality is a concept where the real world and virtual models overlap in a single image. AR is already included in the top technological trends conducted annually by all major research houses. Recent studies show that AR has already out in the field of applied research and interface gaming platforms and makes its safe steps towards to industrial applications. In very short time AR technologies have proven their extraordinary power of adjustment and applicability in almost all fields, from architecture, engineering, archaeology and paleontology, education, games, medical applications and manufacturing industry.

ar-furnitureThe AR market growth is spectacular. If this year the AR solution market value is about $1 billion, for 2020 Digi-Capital‘s survey estimates over $ 120 billions in total market value.

Here’s a brief review of few areas where AR solutions can have an important role:

Archaeology: existing mobile apps allow original historic sites by simply screen overlay on excavations or ruins;

Art: special devices help people with disabilities to make simple drawings only by eye movement;

Commerce: AR applications offers many customization options or additional information about a particular product: car color, furniture place in the house, etc; More than 100 million consumers will shop in augmented reality by 2020, according to last Gartner’s prediction.


Who didn’t hear about Pokemon Go?

Education: With a simple tablet, students can view particular texts, 3D graphics, drawings, animations, videos or maps printed in new types of multimedia textbooks;

Fashion: “magic mirrors” can help you watch your best makeup and how you would look with a certain hairstyle;

Games: AR technology ensures universal parallel interaction with the player of the game, using a real-world background;

Medicine: Doctors can view different parts of the body or internal organs functioning by overlapping images on the skin; A big impact could have AR technologies adoption in surgery rooms;

Military: From games to reality is not far away. AR applicability become most critical by essential impact in different combat or unconventional weapons simulation;

Navigation: Modern AR systems allow direction and destination visualization directly on a real map;

Sports: AR applications allow special viewings on land demarcations, tennis ball tracking or hockey puck trajectory, increasing the attractiveness of sport;

TV: One of the first AR applications was in the news spots, where weather maps overlay directly on 3D topography.


Smart Factory


But the AR future is in the industrial area. Here is an application in the manufacturing industry: SmartFactory is the first research and production project in Europe based on the AR technologies. SmartFactory system combined with ARIS MashZone application running on mobile devices can help production line workers to streamline their operations. Each step of the assembly process can be followed on 3D animations with a simple tablet screen. This instruction method based on AR technology is a key component in the vision of Industry 4.0 open concept.


The AR boom is strictly related to unlimited development areas and to fast growing of new mobile applications generation able to run on any terminal.



Revolutia Digitala e mai brutala in efectele ei decat Revolutia masinilor cu aburi sau „Dot Com Bubble”, afectand procesele de business din toate marile verticale, de la finante, resurse energetice, manufacturing, utilitati si transporturi, pana la distributie si retail, bunuri de larg consum, sanatate, administratie publica si educatie. Adica tot…

Poate cea mai importanta mutatie indusa de noul trend Business Transformation este translatarea polului de putere dinspre Informatie catre Cunoastere. Cu alte cuvinte: „Information is Money” s-a cam perimat, iar noua reteta de succes mizeaza pe „Power of Knowledge”.

Explozia volumului de informatie si inovatiile incorporate de impropriu numitele ”tehnologii disruptive” precum Cloud computing, Big Data & Analytics, Social Media, Mobile computing sau Internet of Things (IoT) au inceput sa faca diferenta, in toate fluxurile industriale, in relatiile de afaceri si in obiceiurile noastre de fiecare zi.

De ce impropriu numite? Pentru ca din punct de vedere conceptual notiunea de ”Disruptive Technology” a suferit ample mutatii fata de perioada in care a fost teoretizata de Clayton Christensen de la Harvard Business School. In cartea sa “The Innovator’s Dilemma” publicata in 1997 si devenita peste noapte best-seller, profesorul Christensen definea tehnologiile disruptive ca ”acele tehnologii de granita care in mod cu totul inexplicabil le inlocuiesc pe cele traditionale”. La polul opus se situeaza “Sustaining technologies”, care sunt adoptate in mod natural ca urmare a evolutiei tehnologice, chiar daca adoptia la scara larga se produce in etape succesive. Spre deosebire de acestea, conform autorului, “tehnologiile disruptive se caracterizeaza printr-o totala lipsa de rafinament, au deseori probleme de performanta, nu dovedesc o reala aplicabilitate si se adreseaza unui public restrans”.

Intre timp termenul “Disruptiv” a fost preluat in vocabularul curent al comunitatilor tehnice si de business. Chiar daca e clar un neologism pentru limba Romana, nu am gasit inca un echivalent care sa sune multumitor si l-am preluat ca atare… Poate ca cel mai apropiate ca inteles de notiunea de “Disruptie” ar fi substantivele “Dislocare” sau “Deranj”, dar tot suna cam aiurea… In fine, chiar daca termenul de „Disruptive Technologies” a fost inlocuit ulterior cu cel de „Innovative Technologies”, tehnologiile disruptive au intrat in vocabularul curent de business si sunt folosite in continuare pentru orice solutie inovativa care produce o dislocare in mersul uzual al lucrurilor insotita de un mare deranj pe pietele traditionale…

Dar desi a produs un foarte mare deranj in ultimii ani, se poate spune despre Cloud computing ca vine cu o totala lipsa de rafinament? Putem baga mana in foc ca Analiticele si Big Data au deseori probleme de performanta? Putem crede ca pleiada de aplicatii Internet of Things si M2M nu dovedeste o reala aplicabilitate? S-a dovedit oare ca industria generata de mobile computing se adreseaza unui public restrans? Pai cam aceste domenii tehnologice ar fi ”cei patru cavaleri” ai Apocalipsei Digitale, propovaduita de unii cu mult sarg, fara sa stie prea bine despre ce e vorba…

Daca acum zece-cincisprezece ani, in patru din cinci prezentari ale unor solutii de corporatie al treilea slide era inevitabil denumit: ”Provocari ale tehnologiilor Internet”, acum cinci ani acelasi slide avea titlul ”Provocari in Era Cloud computing”, in timp ce acum acelasi al treilea slide de corporatie incepe cu ”Provocari  ale Tehnologiilor Disruptive”… Si asta chiar daca din urmatoarele slide-uri reiese clar ca tehnologiile inglobate de solutiile oferite nu sunt de loc lipsite de rafinament, asigura  o reala crestere de performanta si vin cu o mare diversitate de aplicabilitati.

O spun de cate ori am ocazia: disruptive nu sunt tehnologiile, ci modelele mutante de business aparute acolo unde algoritmele economice nu au mai fost modernizate de o gramada de vreme. Revolutia Digitala nu a aparut odata cu Uber, ci a debutat din perioada, iar multi dintre „Elefantii” Industriei Digitale de astazi sunt fostele start-up-uri care au stiut sa produca valoare din Internet Economy si care acum promoveaza si fac bani buni cu solutii Digital Transformation pentru Business Transformation Economy. Dar sa nu uitam ca un fenomen genereaza la randul sau o serie de transformari care favorizeaza aparitia de noi fenomene. Caci dezvoltarea fulminanta a noilor tehnologii a favorizat aparitia si evolutia a peste 60.000 de start-up-uri bazate pe inovatiile tehnologiilor de frontiera, din care doar vreo 50 au devenit  in 3-4 ani in ”Unicorni”, adica SMB-uri care au depasit un prag de afaceri de 1 miliard de dolari…

Caci disruptive nu sunt tehnologiile ci modelele traditionale de business, iar marea batalie pentru competitivitate pe piata globala nu se mai duce astazi doar in arena produselor si a concurentei, ci si in calitatea serviciilor si in rapiditatea de adaptare si asimilare a unor noi modele mai dibace de business.

Puteti vedea un raspuns la intrebarea din titlu citind in integralitate articolul „Cine se teme de uberizare nu stie sa aprecieze valoarea cunoasterii…” publicat in IT Trends

Image Source: Kellogg School of Management


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