22 Oct 2021 | Mike Boland
AWE Talks: What is Fractional AR?
Augmented Reality

Welcome back to AWE Talks, our series that plucks the greatest hits from the vast AWE conference archive. To get the juices flowing for AWE USA 2021, we're highlighting insightful videos from the recent past. 

This week we spotlight XR predictions from a heavy hitter panel. Among the topics: Should we stop "unicorn hunting" and instead support AR technologies that are meaningful and incremental improvements to our lives. Should we celebrate utility over sex appeal?

Jeewika Ranaweera, Principal Hardware Engineer, Oracle
Tom Coughlin, President, Coughlin Associates
Nicholas Napp, Founder, CEO, Xmark Labs
Kathy Grise, Senior Program Director, IEEE Future Directions
See the full video below along with TLDR (or TLDW) quick-hit takeaways.

– According to Xmark Labs' Nicholas Napp, the opportunity in AR today lies in fractional or "lite AR."
– This is where there's low cost and high benefit, where things are experientially relevant but technologically simpler.  
– One example of this principle is audio-AR. Life is augmented through sound, without the need for optical systems. 
– Facebook's Ray-Ban Stories take this approach, prioritizing style and wearability over visual-AR.
– Even when it comes to visual AR, there are lighter elegant ways to create experientially-rich products. 
– For example, Tilt Five achieves a rich stationary-AR experience with lightweight hardware. 
– Quantifying that, Tilt Five's 3-player system is less than $900 which is 1/10 the cost of a Hololens 2, per player.
– Many enterprise use cases such as data visualization could likewise benefit from this stationary tabletop approach.
– Fractional AR also serves another important purpose: cultural acclimation. Consumers need to be eased in to faceworn tech. 
– Many signals point to Apple choosing a "lite AR" path for its rumored smart glasses in order to tap into a larger market. 

See the full discussion in the video below... 

  Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.  


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