This paper surveys the current state-of-the-art of technology, systems and applications in Augmented Reality. It describes work performed by many different research groups, the purpose behind each ...new Augmented Reality system, and the difficulties and problems encountered when building some Augmented Reality applications. It surveys mobile augmented reality systems challenges and requirements for successful mobile systems. This paper summarizes the current applications of Augmented Reality and speculates on future applications and where current research will lead Augmented Reality’s development. Challenges augmented reality is facing in each of these applications to go from the laboratories to the industry, as well as the future challenges we can forecast are also discussed in this paper. Section
1
gives an introduction to what Augmented Reality is and the motivations for developing this technology. Section
2
discusses Augmented Reality Technologies with computer vision methods, AR devices, interfaces and systems, and visualization tools. The mobile and wireless systems for Augmented Reality are discussed in Section
3
. Four classes of current applications that have been explored are described in Section
4
. These applications were chosen as they are the most famous type of applications encountered when researching AR apps. The future of augmented reality and the challenges they will be facing are discussed in Section
5
.
Mobile augmented reality (Mobile AR) is gaining increasing attention from both academia and industry. Hardware-based Mobile AR and App-based Mobile AR are the two dominant platforms for Mobile AR ...applications. However, hardware-based Mobile AR implementation is known to be costly and lacks flexibility, while the App-based one requires additional downloading and installation in advance and is inconvenient for cross-platform deployment. In comparison, Web-based AR (Web AR) implementation can provide a pervasive Mobile AR experience to users thanks to the many successful deployments of the Web as a lightweight and cross-platform service provisioning platform. Furthermore, the emergence of 5G mobile communication networks has the potential to enhance the communication efficiency of Mobile AR dense computing in the Web-based approach. We conjecture that Web AR will deliver an innovative technology to enrich our ways of interacting with the physical (and cyber) world around us. This paper reviews the state-of-the-art technology and existing implementations of Mobile AR, as well as enabling technologies and challenges when AR meets the Web. Furthermore, we elaborate on the different potential Web AR provisioning approaches, especially the adaptive and scalable collaborative distributed solution which adopts the osmotic computing paradigm to provide Web AR services. We conclude this paper with the discussions of open challenges and research directions under current 3G/4G networks and the future 5G networks. We hope that this paper will help researchers and developers to gain a better understanding of the state of the research and development in Web AR and at the same time stimulate more research interest and effort on delivering life-enriching Web AR experiences to the fast-growing mobile and wireless business and consumer industry of the 21st century.
Augmented reality (AR) has gained enormous popularity and acceptance in the past few years. AR is indeed a combination of different immersive experiences and solutions that serve as integrated ...components to assemble and accelerate the augmented reality phenomena as a workable and marvelous adaptive solution for many realms. These solutions of AR include tracking as a means for keeping track of the point of reference to make virtual objects visible in a real scene. Similarly, display technologies combine the virtual and real world with the user's eye. Authoring tools provide platforms to develop AR applications by providing access to low-level libraries. The libraries can thereafter interact with the hardware of tracking sensors, cameras, and other technologies. In addition to this, advances in distributed computing and collaborative augmented reality also need stable solutions. The various participants can collaborate in an AR setting. The authors of this research have explored many solutions in this regard and present a comprehensive review to aid in doing research and improving different business transformations. However, during the course of this study, we identified that there is a lack of security solutions in various areas of collaborative AR (CAR), specifically in the area of distributed trust management in CAR. This research study also proposed a trusted CAR architecture with a use-case of tourism that can be used as a model for researchers with an interest in making secure AR-based remote communication sessions.
The Augmented Reality (AR) technology enhances the human perception of the world by combining the real environment with the virtual space. With the explosive growth of powerful, less expensive mobile ...devices, and the emergence of sophisticated communication infrastructure, Mobile Augmented Reality (MAR) applications are gaining increased popularity. MAR allows users to run AR applications on mobile devices with greater mobility and at a lower cost. The emerging 5G communication technologies act as critical enablers for future MAR applications to achieve ultra-low latency and extremely high data rates while Multi-access Edge Computing (MEC) brings enhanced computational power closer to the users to complement MAR. This paper extensively discusses the landscape of MAR through the past and its future prospects with respect to the 5G systems and complementary technology MEC. The paper especially provides an informative analysis of the network formation of current and future MAR systems in terms of cloud, edge, localized, and hybrid architectural options. The paper discusses key application areas for MAR and their future with the advent of 5G technologies. The paper also discusses the requirements and limitations of MAR technical aspects such as communication, mobility management, energy management, service offloading and migration, security, and privacy and analyzes the role of 5G technologies.
This study presents a systematic review of the literature on augmented reality (AR) used in educational settings. We consider factors such as publication year, learner type (e.g., K-12, higher ...education, and adult), technologies in AR, and the advantages and challenges of using AR in educational settings. The full range of SSCI journals was surveyed and a total of 68 research articles were selected for analysis. The findings reveal an increase in the number of AR studies during the last four years. The most reported advantage of AR is that it promotes enhanced learning achievement. Some noted challenges imposed by AR are usability issues and frequent technical problems. We found several other challenges and numerous advantages of AR usage, which are discussed in detail. In addition, current gaps in AR research and needs in the field are identified, and suggestions are offered for future research.
•We conducted a systematic review of literature on AR used in educational settings.•Numerous studies have indicated that AR promotes enhanced learning performance.•The most reported challenge is that AR is difficult for students to use.•Most of the problems were experienced in location-based AR applications.
The sixth generation of mobile networks (6G) has the potential to revolutionize the way we communicate, interact, and use information for machine-to-machine (M2M) communication in Industry 4.0 and ...Industry 5.0, while also improving coverage in places that were previously considered difficult to access and/or digitally excluded, and supporting more devices and users. The 6G network will have an impact through a combination of many technologies: the Internet of Things (IoT), artificial intelligence/machine learning, virtual and augmented reality, cloud computing, and cyber security. New solutions and architectures and concepts for their use need to be developed to take full advantage of this. This article provides an overview of the challenges in this area and the proposed solutions, taking into account the disruptive technologies that are yet to be developed.
•A new definition of Augmented Reality Marketing.•Augmented Reality Marketing is strategic and interdisciplinary, and not limited to promotional activities or consumers as target audiences.•BICK FOUR ...framework delineates four groups of AR Marketing objectives: Branding, Inspiring, Convincing and Keeping.•A survey among 127 managers provides insights into current practices and challenges.•Discussion of contemporary definitions of AR, VR (Virtual Reality), and XR.•Introduction of fundamental premises to further the AR Marketing discipline.
Augmented Reality (AR) has received increased attention over the last years, both from managers and scholars alike. Various studies in the marketing discipline have tackled fragmented aspects of AR, such as its impact on sales or brands. Yet, a holistic approach to AR remains scarce. Therefore, the authors define “Augmented Reality Marketing” as a novel, strategic, and potentially disruptive subdiscipline in marketing. In conjunction, they discuss a nuanced customer journey model for AR Marketing strategy and propose the BICK FOUR framework (branding, inspiring, convincing, and keeping) as a tool to organize corresponding goals. Another contribution is the introduction of several fundamental differences between AR Marketing and traditional digital marketing concepts, such as redefining the reality concept (reduced reality, normal reality, and augmented reality in a metaverse context). Insights from 127 managers further enhance the current and future practices of AR Marketing. Finally, a discussion of ethical and legal considerations completes the assessment.
Smart retailing has recently emerged as a new form of retail brand management enabled by novel technologies such as mobile augmented reality applications, to create better experience and value for ...customers. Augmented reality has also received significant attention as a growing field in marketing theory and practice. However, there is a limited understanding on how and why customer interactions with an augmented reality app can result in positive customer benefit perception, engagement and behavioural consequences. This study examines the chain of effects from AR attributes on the building blocks of continuous intention to use a shopping AR app and to pay a price premium, by incorporating the roles of a customer's benefits perception, psychological inspiration and engagement via a(n) (A)Symmetric Approach. The results support all direct hypothesised relationships among the variables, except the relationship between interactivity and utilitarian benefits, which was found to be insignificant. The study further demonstrates the moderating role of AR customisation in the proposed model, and reveals that the impact of utilitarian and hedonic benefits on shopping AR application engagement is non-linear. Non-linearity also transpires in the impact of psychological inspiration on willingness to pay price premium. Interestingly, the findings indicate that augmented reality customisation to some extent enhances the relationships in the hypothesised model.
•Shopping Augmented Reality app is a novel practice in marketing.•The roles of shopping augmented reality app's attributes on consumer behavioural consequences were considered.•The moderation role of augmented reality customizations was considered in the proposed model.•The impacts of utilitarian and hedonic benefits as well as phycological inspiration on their respective outcomes were non-linear.•Utilitarian and Hedonic benefits played a major roles on retail app brand engagement and phycological inspiration.
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