Augmented Reality Start-Up Ready to Disrupt Business – Tech Europe – WSJ

WSJ want to bring the threat of Augmented Reality to brand managers savvy enough to keep up with new products being offered by companies like Layar. But what threat is there really, if the market uptake of Augmented Reality is so small, and the information store so much like a typical social networking stovepipe, ala Facebook? It is an interesting story so I encourage you to read the WSJ article about a squatter in the Layar domain. Read On:

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Image representing Layar as depicted in CrunchBase
Image via CrunchBase

“We have added to the platform computer vision, so we can recognize what you are looking at, and then add things on top of them.”

via Augmented Reality Start-Up Ready to Disrupt Business – Tech Europe – WSJ.

I’ve been a fan of Augmented Reality for a while, following the announcements from Layar over the past two years. I’m hoping out of this work comes something more than another channel for selling, advertising and marketing. But innovation always follows where the money is and artistic creative pursuits are NOT it. Witness the evolution of Layar from a toolkit to a whole package of brand loyalty add-ons ready to be sent out whole to any smartphone owner, unwitting enough to download the Layar created App.

The emphasis in this WSJ article however is not how Layar is trying to market itself. Instead they are more worried about how Layar is creating a ‘virtual’ space where meta-data is tagged onto a physical location. So a Layar Augmented Reality squatter can setup a very mundane virtual T-shirt shop (say like Second Life) in the same physical location as a high class couturier on a high street in London or Paris. What right does anyone have to squat in the Layar domain? Just like Domain Name System squatters of today, they have every right by being there first. Which brings to mind how this will evolve into a game of technical one-upsmanship whereby each Augmented Reality Domain will be subject to the market forces of popularity. Witness the chaotic evolution of social networking where AOL, Friendster, MySpace, Facebook and now Google+ all usurp market mindshare from one another.

While the Layar squatter has his T-shirt shop today, the question is who knows this other than other Layar users? Who will yet know whether anyone else will ever know? This leads me to conclude this is a much bigger deal to the WSJ than it is to anyone who might be sniped at by or squatted upon within an Augmented Reality cul-de-sac. Though those stores and corporations may not be able to budge the Layar squatters, they can at least lay claim to the rest of their empire and prevent any future miscreants from owning their virtual space. But as I say, in one-upsmanship there is no real end game, only just the NEXT game.

Author: carpetbomberz

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