by Nigel Cliffe
Never has there been a more expectant and excited audience tucked under the shadow of Tower Bridge than sat in the Delfina conference room at the Augmented Reality Summit last week.
I reflected on what I expected as I left the building. A buzz, yes. A load of people, yes, err, I mean no…
Despite what I read about AR (the massive opportunities it presents) the numbers at this conference and exhibition were low. And that wasn’t because of poor marketing, oh no, they had done a great job on that. What I appreciated is that so few people realize just how much of an impact AR is going to deliver to the marketing experience in decades to come.
Result? I can say I was there at the beginning!
Quite a small conference room was packed with exuberant folks. Everyone there was engaged, without exception. When the conference speakers weren’t speaking, the noise and hubbub from the booths was immense. I didn’t spot one moment when all participants weren’t showing their wares to someone. And spectacular it was. Three-dimensional objects jumping out of iPads, pulse testing smart phones telling me about my state of health, men in Chicago dancing to the tune of a London song right in front of me, in augmented reality.
Fashion, retail, marketing, manufacturing – no single industry can escape the possibilities AR brings to their world. And it was all represented here.
But the most wonderful thing as far as the world of print is concerned is this. AR CONNECTS TO PRINT DIRECTLY. An AR experience (and you have to call it that) is driven by a ‘marker’ that IS a piece of print. Unlike a QR code, the marker can be anything – no creative limits. If you move your web-cammed device away from the marker, the image falls away. What an opportunity for print to be connected physically and spiritually with the very latest tech there is.
Printers – get on board. Get to understand what AR can do for you and your customers. This is an opportunity not to be missed.
And you’re in at the beginning – fantastic!
This show will be ten times bigger next year, most certainly not at the Delfina – Olympia perhaps? Put it in your diary NOW.
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PrintMediaCentr was a Media Sponsor for the AR Summit. To work with us for your Event, please contact deborah@printmediacentr.com
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