Augmented reality has been around for quite some time, however it was really only used by marketers to engage their customers. However, Pokemon Go has brought the technology to the masses, and raised its general awareness, writes JASON RIED MD of Fuzzy Logic.
While Pokemon Go has brought augmented reality (AR) to the fore, the technology has been around as far back as the ‘50s and has been used across a wide variety of applications and industries. The runaway success of the game in recent weeks has just increased general awareness or AR, encouraging businesses to explore the potential that it offers.
The most common applications of augmented reality in the BP (Before Pokemon) era were as a marketing gimmick; marketers very quickly spotted the potential to engage with users on the next level, and introduced a lot of different apps – with varying degrees of success.
Early attempts at utilising this new technology were more experimental, with people trying to figure out what works and what doesn’t. Unfortunately, the downside to this approach was scepticism from people who tried and failed.
Every industry needs a breakout product that helps take it to the next level, and a big AR success like Pokemon Go was required to reignite interest in the possibilities of the technology, not just for games, but also for business use.
The game has shown – in a fun and engaging way – that augmenting the real world is something that consumers want, and for businesses, it shows that AR is potentially profitable with the right implementation.
In the AP (After Pokemon) era, more people will understand what AR is – either by reading or watching news about it, having downloaded the game and playing it for themselves, or even just through observing other players in action.
Turning fun into revenue
AR is far more than just gaming though, and some businesses have come to realise that it is a useful tool to connect and engage with customers, building loyalty and potentially even driving sales.
But the applications of AR extend beyond marketing; AR has helped warehouse pickers and technicians become more efficient, and welders and craftsmen more accurate. It has also helped make history and geography more fun, and tourism more educational and engaging.
To take full advantage of this potential, we need to look beyond introducing AR for the mere novelty of it. What businesses need to do is identify a pain point affecting its customers or staff; like successful apps, successful AR experiences look to address one or two pain points rather than a whole series of issues.
Using the technology for something meaningful like enhancing, simplifying, or even just speeding up the way in which people deal with your product or service offering not only goes a long way towards improving customer experience, but potentially drives sales.
In today’s data-driven world, the benefits of a well-crafted AR application extend beyond online virality. Businesses can use these apps to learn more about the end users and their behaviours, and use this information to improve their operations, be it stock planning, product preferences, and more.
They don’t need to know what the ultimate AR solution is going to be, they just need to understand their customers or end-users, and have a crystal clear view of the pain point. An experienced developer can take this information and design a bespoke solution that not only wows and engages the end-user, but also offers an answer to a specific business need.
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.
Five key biometric facts
Due to their uniqueness, fingerprints are being used more and more to quickly identify and ensure the security of customers. CLAUDE LANGLEY, Regional Sales Manager, for Africa at HID Global Biometrics, outlines five facts about the technology.
How many times in a day are you expected to identify yourself? From when you arrive at work you are required to sign in, visiting your bank, receiving healthcare services… The list is endless. When a system knows who you are, you are able to do any number common, everyday activities. Your identity is unique and precious. It is also easily stolen and the target of many hackers across the globe. Technology is constantly evolving alongside the criminal element, always looking for ways to protect data and identity. One such solution happens to be biometrics and it is rapidly gaining traction in our increasingly complex modern world.
Reliable, secure and fundamentally YOU, unique biometric traits such as fingerprints are being used by banks, enterprises and consumers to verify identity. Biometric solutions offer significant identity protection because they use unique biological details to ensure an account is only accessed by the account holder, a door only opened by the owner. Here are five things that are little known about this technology…
- The uncut identity. Your fingerprint is unique to you. Nobody can use a copy of it to impersonate you. Good technology is capable of scanning down into the layers of the fingertip to differentiate unique elements of a person’s fingerprint, this data is then encrypted and used as a key to unlocking whichever physical or virtual door that the biometric system protects.
- The living proof. No, there is nothing to the stories of fingerprints being used without their owner’s knowledge or permission. Biometric solutions can use specific variables to determine if the finger used to access the system is that of a present, living person. A copy or a fake cannot be used to access a cutting-edge biometric solution.
- Easy and convenient. Queues and documents and paperwork may well be a thing of the past should biometrics take a firmer grip of government and banking systems. The process of registering is easy, and access to identity documents and records is yours alone.
- Security blanket. A thousand passwords and a hundred post-it notes stuck on walls and drawers. An excel file with a list of sites and applications and their corresponding passwords, all a thing of the past. Nobody needs to remember their password with biometrics, they only need to show up.
- Anywhere is cool. Schools, airports, networks, offices, homes, toilets, banks, libraries, governments, border controls, immigration services, call centres, hospitals and even clubs and pubs – knowing “who” matters and biometrics can quickly and conveniently confirm your identity where needed.