6 May 2022 | Mike Boland
AWE Talks: Designing AR for Mainstream Adoption
Augmented Reality

Welcome back to AWE Talks, our series that plucks the greatest hits from the vast AWE conference archive. We still have a treasure trove of untapped session footage from AWE USA 2021 to draw upon. And 2022's show will already be here in June. 

For this week's talk, we spotlight Qualcomm's approach with Snapdragon Spaces. Qualcomm Ventures' Steve Lukas walks us through go-to-market strategies for AR. It's all about applying AR to elevate things that users are already comfortable with.

See the full video below along with quick-hit takeaways...

– Though it doesn't always seem so in retrospect, emerging tech adoption happens gradually.
– Case in point, the iPhone didn't reach the ubiquity we now know until the iPhone 4. 
– The same goes for smartwatches, which took years to achieve the success they now enjoy. 
– These examples required incremental behavioral shifts such as the loss of physical keys. 
– AR glasses require a much larger shift: users getting comfortable with tech on their faces.
– So at the very least, AR go-to-market strategies will work best when they ease consumers in.
– That requires building on familiar activities, such as what Snap has done with selfie filters. 
– Qualcomm is applying these lessons to its Spaces platform by enabling familiar use cases. 
– For example, it focuses on lean-back entertainment, or heads-up alerts while traveling.
– These are activities that have wide appeal, rather than introducing newfangled use cases. 
– The other key to maximizing adoption is to be as open as possible and hardware agnostic.
– Early AR glasses should also utilize the ubiquitous smartphone for connectivity and compute.
– That not only builds on the familiar but it sheds weight and heat from the glasses themselves. 
– Lastly, Qualcomm Spaces is big on the principle of AR as a Feature, which flips the script. 
– Instead of AR glasses as a primary access point, they can offer optional spatial experiences. 
– So any app can build in AR features to elevate the UX for users that choose to partake.
– This gives AR much-needed training wheels through familiar mobile apps and experiences. 
– Beyond users, this approach lets developers ease into AR through familiar app environments.
– That includes infrastructure, security, and distribution channels, thus lowering friction. 

Check out the full video below with commentary from Lukas... 

  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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