Augmented reality, and how it could improve your exhibition stand
Recent data shows that 45% of UK consumers now use smart phones of some description. Whether that's an iPhone, an Android-powered device or a Blackberry, each month sees a rise in the number of people ditching their dusty old mobile phones for shiny high-tech models. And with the rapid improvement in smart phone technology and the huge consumer uptake, there has also been a renewed interest in the commercial potential of augmented reality.
If virtual reality is defined as a computer generated replica of the real world, then augmented reality is a computer generated adaptation of the real world. Handheld smart phones are exciting in this regard because they provide the ideal interface to access the augmentation. This is precisely what a number of company's have set about doing to great effect.
Take, for example, Aurasma, an application that harnesses a smart phone's technology to enable it to understand and engage with the environment. With this browser installed, a device will recognise objects and images, which can be overlaid with additional information. For instance, the pages of newspapers can be turned into video displays. Or transforming familiar places into scenes from movies.
Augment your exhibition stand
Why not consider using augmented reality with your stand? In an extremely competitive exhibition environment, any method of increasing stand attractiveness should be considered - augmented reality could give you the edge. For instance, graphics displayed on your stand could be transformed into animations that describe your company's story or products. Or perhaps you feel a lack of dinosaurs has always been the missing ingredient on your previous exhibition stands - you can bring them along with the use of augmented reality technology.
If you're concerned that people might not have the relevant AR app browser to engage with your stand's hidden potential, why not lead up to your exhibition appearance with a publicity campaign highlighting the feature? You could even follow the example of Kendal College and develop your own app that includes a browser, which people can download at your stand on the day. Alternatively, you may choose to make a number of tablets available on your to be used by visitors. The solution you go with will largely depend on what it is specifically you want to augment.
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