Augmented reality (AR) was already one of the major stories of the 2018 CES even before the show began. Days ago, Investor’s Business Daily reported that the augmented reality marketplace at CES had expanded to a record 10,900 square feet, an increase of 10 percent over CES 2017. And so far at CES, AR is starting to generate some notable buzz.

For example, software company NVIDIA rolled out Drive AR, which is a software development kit that will make it possible for developers to enhance the driving experience with AR-overlaid information such as road conditions and points of interest. NVIDIA’s goal is to use AR to improve navigation. As NVIDIA announced, “DRIVE AR will enable next-gen augmented reality interfaces that deliver information points of interest along a drive, create alerts and navigate safely and easily.”

The NVIDIA announcement is significant because it illustrates the real promise of immersive reality experiences such as AR, mixed reality, and virtual reality. Although games such as Pokémon GO generate the attention and help educate consumers about AR, the sustained value from AR is coming on the enterprise side, where AR is help businesses roll out more lovable products.

As we articulated in the recently published Executive Guide to Immersive Reality, AR has the opportunity to become more valuable by:

  • Supporting the strategic needs of the enterprise
  • Meeting practical needs such as learning new skills and accomplishing tasks

In the automotive industry, AR promises to deliver on both requirements. Companies such as HARMAN and WayRay have already been developing software to support driving with augmented reality as NVIDIA aspires to do. WayRay’s Navion driving system “can display information on speed, time of day, or even arrows and other graphics that can help the driver navigate, avoid hazards, and warn of dangers ahead, such as pedestrians,” according to CNBC.

WayRay claims to be the first solution to use true holographic technology and deliver contextually relevant information to drivers and provide engaging entertainment for passengers simultaneously. The company is collaborating with HARMAN to develop a full windshield heads-up display.

And on the design side, manufacturers such as Ford are using augmented reality (technically a more advanced form of AR known as mixed reality) to design automobiles more effectively.

NVIDIA’s edge consists of its use of artificial intelligence to hasten the application of AR in more advanced ways, as well as the company’s relationships with OEMs such as Volkswagen.

As we discuss in our guide, the most effective way for a business to get started with immersive reality is to step back and understand its potential applications to support the business. At Moonshot, we then use our FUEL methodology to apply a test-and-learn approaches using a combination of design thinking and lean innovation to develop minimum lovable products that generate the most customer love with the least amount of risk and expense. To understand how to capitalize on advancements such as AR, contact Moonshot. We work with businesses to support their growth with experiences such as immersive reality.

Saul Delage

Saul Delage

VP Growth