Augmented Reality in Business

1.0 Introduction

Augmented reality is a direct or indirect, vision of the real world ecological whose fundamentals are augmented by a sensory which is computer generated such as, video sound and graphics data. The technology is closely associated with the concept of mediated reality, in which a laptop modifies reality vision (Kipper, 2012). It improves a person’s current reality perception. A simulated reality replaces the real world. The computer technology aids the augmented reality; hence it becomes more digitally, easy manipulate, and more interactive information, which is artificial, about the surrounding and its objects could overlay on the world of reality.

2.0 Augmented reality in the military

The military organizations are usually funded heavily by most of today’s government. Some of the funds are used in technological research that may lead to inventions that could be deployed in daily life. One of the good examples is the internet, which is used by most people today. Because of curiosity to apply augmented reality, the military has tried to use some of the concepts of augmented reality to fix their aircrafts and vehicles and introduced devices of communication. These devices enhance collaborations among the soldiers’ (Kipper, 2012). A good example is if the communication system used by the military is the vision system which is usually amended on the vehicle and craft windscreen as well as the head gears on the soldiers. To start with the navigation systems the positions of the enemy and friendly unit up to augment the view of an infrared vision on an online image that enhances spotting of more details than the eye.

As modern technologies have been applied in the building of smaller devices that are more portable, the Hughes Aerospace invented the idea of the creation of systems that are augmented reality based for infantry troops. There was also the initiation of land warrior structure in the mid-1990sin the United States. Nevertheless, such programs have been created countries such as land 125 in Australia and FIST in the United Kingdom. The land warrior program was dissolved in 2007, and all technological achievements were transferred to the future force warrior program.

The military can use the technology in many different ways such as; Virtual maps can be used for navigation of soldiers and the 360 degrees view cameras, which can be used to improve the battlefield perspective. The virtual maps and the 360-degree camera are all fitted on the soldiers’ helmet. It could help to monitor of the military by a military leader with the aid of the AR, which can serve as a communication network that renders certain battlefield data fitted on the goggles of a soldier in real time.

3.0 Augmented reality in business

For a business to succeed, the consumers must be informed and regularly reminded about the products in the market. For this reason, many businesses have considered adopting the use of AR in to improve their product promotion (Kipper, 2012). As the internet is being used on an increasing basis, many businesses have considered the use of online advertisement that has significantly aided in marketing researches and maintaining good customer relations. In the present day, many websites offer valuable information about the product, for instance, digitally created images, videos that enhance demonstration on the internet and other computerized (Reinhold et al. 2000). Businesses also use digital billboards on roads and strategic areas to enhance product advertisement

With the emergence of globalization, some of the global marketers have been efficiently able to reach underserved markets and target niche audiences that have been enabled by the internet. AR technology has also been applied in the development of numerous products such as I pods and contact glasses, for this reason, it can be termed to be a business opportunity due to its application in the creation of products that are highly demanded today (Reinhold et al. 2000). The technology can also be used in car modification and visualize a vehicle body structure and engine layout in the motor industry.

4.0 Augmented reality in commerce and the future of nations

As the Nation’s develop, the augmented reality also seems to be improving exponentially. The world today is highly dependent on the AR technology, and as time passes by it is becoming more and more dependent on it. The AR, which is being developed at high speed, will have a significant impact in the future. In the business field, it is expected to improve global and local marketing. It would aid in the improvement of country economies and the creation of functional relationships between countries.

In the health sector, It is expected to aid in improving the health status of people. Doctors or health workers will be able to monitor patients’ body and view a CAT image or an x-ray over the operating area; emergency workers could use virtual maps of buildings interior to know where to go hence avoiding time wastage (Reinhold et al. 2000). The AR could also be used to a closer monitor of the fetus in the parent womb.

The augmented reality would aid the education sector; its applications can be used to complement the standard curriculum. Educational reading materials such as flashcards and textbooks can hold embedded markers, which would be scanned by an AR appliance to create supplemental information to the learner in a multimedia format The AR will also be able to aid the development of the tourism industries (Reinhold et al. 2000). The technology can be used in enhancing user experience when exploring by providing displays in the real timely concerning features and the locations.

5.0 Pros of augmented reality in military use

The use of augmented reality has many pros in its use by the military as discussed below. Easier Navigation, the military uses virtual maps in navigation. The AR technology has been utilized to elevate the efficiency of navigation devices; the military uses automobiles to indicate directions, road condition and warns on potential hazards on their paths.

The technology provides  high-speed communication; hence it enhances teamwork among the soldiers. By the aid of the AR, which serves as a communication network, can be used to indicate potential dangers to the dangers (Neal et al., 2007). The virtual maps and 360 degrees cameras that are fitted on the headgear of a soldier will enhance this. That will lever the field, which means that a memory storage device on the helmets will enable soldiers who are new to an area to benefit from the past information about the area. The technology is more interactive military leaders can trace and communicate with the soldiers by the aid of the combat AR, which provides a communication network system

The augmented reality system provides a real scene by the aided by virtual objects, which are computer generated. The military leaders can view the actual battlefield; hence this enables them to organize their troops better. The technology enhances collaboration of users, by the use of BARS system of collaboration information can quickly and automatically be spread among the soldiers (Neal et al., 2007). It enables both horizontal and vertical movement of among the military soldiers. The cameras that are fitted on the soldiers’ rifles improves the safety of the soldiers because they can be able to observe the playing field more carefully before they expose themselves

6.0 Cons of augmented reality in the military

6.1 Poor energy storage sources

The devices installed on rifles require energy to operate. The tools are fitted with batteries that may only last up to 12 hours, which can inconvenience the communication between the soldiers in case the cells are low

Another limitation of the use of the augmented reality is the weight of the devices. The load on each soldier may be up to 86 pound, which is genuinely too heavy, which makes the soldiers slower hence easily targeted.

Soldiers can only communicate among themselves only to a specific range; beyond that range, the communication may not be efficient. However, it is not possible to introduce internet on the battleground now.

6.2 Brand visibility

In case the AR channel is not well integrated into the military application. Besides, other contents from other channels might distract a person while, and he might end up not starting his or her channel at all (Neal et al., 2007). The soldiers may be unable to operate the devices since they are not familiar with using them.

6.3 No, offline mode

Most of the AR technology used by the military is internet dependent; hence it is essential to have a connection to the internet all the time it is in use.

6.4 Functionalities

Though the AR browsers can do many things, it also has limits that cannot be exceeded. In case the military would want to create a more complex system, an extra sophisticated feature set of AR browser might tender too little.

6.5 The initial cost of introducing the augmented is exceptionally high

Though the use of the AR technology is cheaper and more efficient to use, the cost of purchase and installation of some equipment’s would be extraordinarily high to the peripheral economies.

7.0 Pros to businesses

The AR has enhanced advertisement on any mass media communication means. It has enabled a more efficient means of product advertisement to many parts of the world (Neal et al., 2007). For instance, mass Medias such as magazines, journals, and newspapers can be incorporated with advertisement materials.

7.1 Personalization

It is enhanced by the uploading of a person’s media, like images which aid in the creation of an extremely personalized means of media to the users

7.2Maintenance of a viral loop through interactivity

Apart from being  extremely of high quality, the applications of augmented reality create highly entertaining content. The surprise element achieved while sharing the materials makes it immensely entertaining for other users; they end up being stimulating their version, which is shared hence implementing the viral loop. The augmented reality makes it easier for the marketing of products. Through advertisement and personalization, the product can be efficiently be marketed.


8.0 Psychological effects of AR

Technology has become an essential phenomenon inthe society, and people cannot live without it. Augmented reality has made life even simpler considering its significant influence into the world of commerce, as well as military (Forsyth, 2011). This technology has been accepted wholeheartedly by society, and everyone is a profession is applying it to facilitate operations. For instance, the emergence of the Smartphone, and now, the development of wearable computerized glasses have been a dream comes true for most individuals. It has made their lives even more fun, and businesses that have invested in them have made considerable profits. They have also facilitated commerce in diverse ways. Additionally, this technology has been broadly accepted by the military, which is now using it in facilitating its operations. The US Special Forces are already utilizing the wearable computerized glasses satellite navigation, alongside communication.

However, notwithstanding the fact that augmented reality is a burgeoning market place that can avail significant growth and expansive scope, there have been considerable critics from the industrial world, regarding the sluggishness of movement past a novelty phase into more vigorous, granular, less fragmented, as well as more functional territory (Stott, 2011).  Current hype compares AR’s state to a potential “Gold rush phase,” with a probable bust/bubble cycle impending.

Augmented Reality is widely favored rather than feared. It has made everything easier. For instance, the military has incorporated it in training, and it has turned around how the military trains. This technology has enhanced Their competence. The corporate world has received extensive benefits from this technology. They have been able to reduce operational cost and improved record keeping, in addition to enhancing the availability, of the records. Information is highly available thanks to Augmented Reality, and businesses can operate based on the available data. People are expecting more change in this technology. With the rapid technological advancements in the contemporary world, people are always hoping for more, in the world of technology. They expect that the changes will enhance their lives, and thus, are in support of it.

AR has significantly influenced the human mind. It is poised to alter social perceptions of the world subtly and dramatically. The combination of actual reality with virtual reality has been steadily progressing for many decades, branching out into more diverse factors of experiences by humans. Since the world human experience, usually is visually perceived, the inclusion of virtual objects into real environments requires high awareness by the developers of AR of the way the human mind operates to give a meaning to these combined realities (Jaramillo et al., 2010). AR provides the brain with some stimuli, and the thought utilizes its power of processing to analyze it, relate to its experiences that are already stored in mind. The brain then creates sense, as well as the meaning of the stimuli and then engages with it in a way that avails an expected outcome. For instance, in an AR gaming program, whereby live human players interact within a real space environment with objects that are digital the design of this is in a way that the brain is not able to reject artifice at any point. Therefore, AR has a significant impact on the idea that the brain operates.

Human interaction has changed significantly due to AR. The human brain has been altered, and people are now doing things differently. AR has enabled humans to view actual items artificially, made communication more comfortable, and made easier the operations of the corporate world. With AR, the world has become a smaller place, and physical human interaction has been minimized significantly (Neubert et al., 2012). Devices that enable people to communicate while they are miles away, and even view each other in such distances, have led to the minimization of human interaction. However, social interaction has been made possible in a significant manner. People are now becoming more social, through social media.

Augmented Reality has played a significant role in a meeting of psychological needs. AR is interactive, instantaneous, and extremely fashionable. The interactive need is remarkably met. By superimposing digital information (audio, texts, visuals, or pictures) on what is presently thought of as; real life’ AR merges 3-d environments in actual time. The interactive aspect allows people to have a more comfortable experience that connects them to other people. For instance, cell phones connect people with their families and friends thus giving them a sense of connectedness. Businesses have been able to utilize AR in advertising their goods. They use it to enhance awareness of their products to the public, thus improving their sales. Once people learn about a particular product, they purchase them in vast quantities, and this is referred to as consumerism.

9.0 Environmental effects

The future will be a haven of interactive devices. AR will form an integral part of the future. Nonetheless, the dangers, which lurk with technology, are, in most cases, overseen or subdued. The more humans utilize Augmented Reality such as knowledge found on the internet, the less the capacity humans have to hold that knowledge, internally. It is extremely dangerous to humans since, even in the hyper-connected world, there are times when humans do not have access to AR, and also if they do, there are instances that do not require AR.

Augmented Reality has been used in mining. Automated mining has been used to reduce the cost of extraction. In other words, no one is required to work underground with the invention of special mining vehicles. It has led to an increase in mining activities, and the environment is increasingly becoming destroyed (Mullen, 2011). More resources are being extracted leading to depletion of resources.

AR has been used to diagnose ailments in hospitals.  The human health has been significantly enhanced and now, more than before, humans are experiencing accurate diagnosis of diseases, thus leading to better treatment. Cameras have been used to monitor wildlife. Additionally, tracking devices have been launched in the body of wildlife, to control their movement, and possibly protect them from poachers. Thus, Augmented Reality has enhanced how wildlife is monitored and has led to greater protection of wildlife.

AR is being used in architecture. AR is being used in the designing, as well as the construction of buildings, and formulation of the surrounding environment. It enhances the aesthetic value of the situation and has changed its landscape. Use of AR in has increased the utilization of raw materials. For instance, AR allows for precise quantities of raw materials thus avoiding waste.

Additionally, technology has enhanced the use of machinery that has a low consumption of fuel. This machinery has less pollution and less adverse impact on the environment. All these aspects, apart from a few adverse effects on the environment such as depletion of resource, enhance the environment.



AR technology is highly developing, and its deployments are increasing each day. Many people and organizations have considered the use of augmented reality technology even though it has a few controversies. With its large number of applications, the technology is expected to improve the lifestyle of many people in the future. The application of the technology in the military is expected to enhance the security in countries if appropriately used, and if inappropriately used it, may have some grave impacts on the public’s protection. In the business field, technology will profoundly influence commerce and product promotion. Because of this, it will improve both local and international marketing leading to the improvements of country economies and the living standards of people.



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