Augmented reality: it's like real life, but better. By Charles Arthur (Contagious ideas by PSST : spreading 2.0 social innovation. Edited by jérémy dumont, strategic planner in FRANCE)

29 March 2010

Augmented reality: it's like real life, but better. By Charles Arthur

Charles Arthur investigates how the ways in which we watch sport, read magazines and do business with each other could change for ever.

Augmented reality on the iPhone

Don't act too surprised if, some time in the next year, you meet someone who explains that their business card isn't just a card; it's an augmented reality business card. You can see a collection and, at visualcard.me, you can even design your own, by adding a special marker to your card, which, once put in front of a webcam linked to the internet, will show not only your contact details but also a video or sound clip. Or pretty much anything you want.

It's not just business cards. London Fashion Week has tried them out too: little symbols that look like barcodes printed onto shirts, which, when viewed through a webcam, come to life. Benetton is using augmented reality for a campaign that kicked off last month, in which it is trying to find models from among the general population.

Augmented reality – AR, as it has quickly become known – has only recently become a phrase that trips easily off technologists' lips; yet we've been seeing versions of it for quite some time. The idea is straightforward enough: take a real-life scene, or (better) a video of a scene, and add some sort of explanatory data to it so that you can better understand what's going on, or who the people in the scene are, or how to get to where you want to go.

Sports coverage on TV has been doing it for years: slow-motion could be described as a form of augmented reality, since it gives you the chance to examine what happened in a situation more carefully. More recently cricket, tennis, rugby, football and golf have all started to overlay analytic information on top of standard-speed replays – would that ball have hit the stumps, the progress of a rally, the movement of the backs or wingers, the relative flights of shots – to tell you more about what's going on. Probably the most common use is in American football where the "first down" line – the distance the team has to cover to continue its offence – is superimposed on the picture for viewers.

But those required huge systems. AR took its first lumbering steps into the public arena eight years ago: all that you needed to do was strap on 10kg of computing power – laptop, camera, vision processor – and you could get an idea of what was feasible. The American Popular Sciencemagazine wrote about the idea in 2002 – but the idea of being permanently connected to the internet hadn't quite jelled at that point.