In this podcast, Alex Gibson of 103.2 Dublin City fm reports from AWE Europe held in Munich, Germany on 19 & 20 October 2017. This is Europe’s largest gathering of Augmented and Virtual Reality professionals and among those interviewed are Mark Sage from The AREA (Augmented Reality for Enterprise Alliance) [at 15:35 into the show] and Ryan Pamplin, VP Evangalist from MetaVision who were showcasing their Meta 2 glasses.

How would you describe the state of the AR ecosystem today?

It’s a very exciting period within AR. We have big actors like Google and Apple pushing AR in their new devices and new tools like ARCore and ARKit. And from an industrial perspective, we see a lot of companies starting to see the potential AR can bring. But it’s still a challenge to connect these industry actors with providers of software and hardware to create a total solution.

As a technology provider, we play a role in several segments of this AR ecosystem, including device vendors, software vendors and system integrators, where we utilize our gesture control and proximity technology to enable features. It’s an exciting ecosystem but also an ecosystem that’s in an early stage and that need groups like the AREA. The AREA provides a meeting place for the different creators where they can share and jointly develop these new solutions.

What do you think are the major obstacles to widespread AR adoption now?

There are several things. It is largely a matter of getting the industry know-how to where this new technology can make a difference. From a technology solution perspective, we not only need to provide the hardware or software solutions, but also to map them to the needs of the industry, which is a very complex environment. We need to get these two worlds to meet.

Second, it’s still early days from a hardware perspective. We are building these new devices based on components from the mobile world or other electronics areas, rather than designing them from scratch. We will need to come further in terms of battery life, design, performance, and the comfort of wearing these devices. There are a lot of things that need further improvement to really take off and meet the demands of the industry.

From a software perspective, of course, there are improvements needed as well. We are trying to contribute from our end on the interaction part, which I also think is very important, so that you can interact with these new wearable solutions in the way that’s needed. The methods you use, and the way it is done, are very important for the overall uptake on the end user side. At the end of the day, AR will really take off when we can get people to use wearables as part of their working environment and help them to get the “superpowers” these products can provide.

How important is gesture technology to the development and adoption of AR?

It is crucial, because we are providing the user with a new dimension. Designing for immersive environments is fundamentally different than designing for 2D flat screens. We’ve done a lot of studies into the development of user interfaces for AR solutions. To interact in three dimensions, you need a method that provides the capabilities you expect as a user, like interacting with objects and moving them around, and gestures can do exactly that.

Our mobile proximity technology provides another important part of the user experience, by providing contextual awareness – a key technology to secure information relevance and efficient information exchange when performing tasks. We’re looking at a paradigm shift within UI in AR within the next two years. Our contribution is to provide the means for the touchless interaction and contextual awareness part and making that possible in AR.

What can you tell us about the future of gesture technology in augmented reality?

The limitations are hardware currently. We can use a number of different sensors to enable gesture control, but most AR glasses and mobile solutions are based on 2D standup camera sensors. That limits the way in which we interact with gestures, especially in three dimensions. So, looking forward I expect there will come more advanced sensors in these devices that provide you the depth map, the third dimension of information, that is needed to interpret gestures in all three dimensions. With that in place, we can go from having gestures as a menu-driven, pick-and-choose interaction, to manipulating the environment you are working in with AR. That will be a huge change. Back to this paradigm shift, AR is one part of that shift but also the shades of interaction and how you build user experience and the user interface will be completely different in a few years, which will totally change the appearance of these solutions.

How do you expect to benefit from being a member of the AREA, and which AREA activities might Crunchfish be involved in?

We are very much looking forward to being an active member in driving the user experience aspect of AR. I think we can contribute quite a lot in this space. For the last seven years, we have been working with gesture interaction and user experiences in mobile devices, and lately in virtual reality headsets and augmented reality glasses. Since 2014, we have been working on our mobile proximity technology that provides contextual awareness between entities such as smartphones, wearables, machines, physical areas and vehicles. In a defined “proximity bubble,” our technology enables these entities to seamlessly discover, connect and share information with each other. Besides contributing our user experience expertise, we will certainly gain valuable insights about enterprise challenges and barriers for AR adoption from our fellow AREA members. We’re excited about getting to know and work with pioneers and innovators in the industry.

In response to growing concerns, previously documented in this series of blog articles, regarding the risks of deploying Augmented Reality (AR) solutions in enterprise environments to enterprise data security, the Augmented Reality for Enterprise Alliance (AREA) commissioned the first in-depth study of security-related issues that could impact the deployment and widespread adoption of wearable enterprise AR solutions.

AREA members are now able to benefit from the research results through use of two exclusive reports. The first, entitled Wearable Enterprise AR Security – Risks and Management, offers a validated, comprehensive approach for assessing data vulnerabilities and formulating risk mitigation plans. The second report, Wearable Enterprise AR – Security Framework and Test Protocol, provides a structured framework for AREA members to characterize the security threats associated with wearables and to assess major vulnerabilities against that framework. The test protocol also identifies key metrics for measuring real-world risks.

An executive summary, including the key findings published in the first AREA research report is available for public download. Both full reports are available exclusively to AREA members. To learn more about becoming a member and the benefits of membership, please contact Mark Sage, the AREA Executive Director.

The AREA has issued a request for proposals for a funded research project that will develop a full set of best practices for performing analyses of the return on investment (ROI) of enterprise AR projects.

Organizations with relevant expertise in ROI analysis are invited to respond to the invitation by August 14^th.

The goals of the AREA-directed research project are:

• To define and answer common questions about how to measure ROI for enterprise AR projects. The AREA members will then be able to follow the best practices and guidelines when developing ROI estimates for their internal decision makers, or to assist their customers and partners in the development of ROI estimates for AR.
• To increase understanding and demystify ROI for AR across the industry and ecosystem (members and non-members) through an information/awareness campaign.

The research project will produce:

• A report that provides AREA members with a full set of best practices to prepare an ROI analysis for enterprise AR. This should be based on widely-accepted techniques and best practices for ROI of adjacent technologies, such as IoT and mobile.
• An ROI calculator in the form of an annotated spreadsheet with sample formulas and instructions on how to fill in fields with which to begin preparation of an ROI estimate.
• A case study (suitable for public release) with sample figures showing the use and interpretation of the ROI calculator tool in a fictional (or anonymized) organization.

All proposals will be evaluated by the AREA research committee co-chairs on the following criteria:

• Demonstrated knowledge of ROI analysis methods
• Clear qualifications of research organization and any partners in the domain of ROI in AR, if possible, or adjacent technologies
• Review of prior research reports and calculator samples
• Feedback of references

The AREA will provide detailed replies to submitters on or before August 18^th. The research project is expected to be completed and finished deliverables produced by October 31^st.

The AREA ROI research project was awarded to Strategy Analytics in August 2017.

The project produced the first and most definitive report on the topic of Measuring ROI of AR and the AREA AR ROI calculator. These are both AREA member exclusive results. The executive summary of the final report is made available to non-members and upon furnishing your name and contact details, can be downloaded from this page.

What I’ve Learnt as Executive Director of the AREA

I’ve had the most amazing year as Executive Director of the Augmented Reality Enterprise Alliance (AREA). Getting to really understand this new and amazing Enterprise AR ecosystem has been a fantastic journey.

I’ve spoken to many enterprise executives and innovation leaders who are looking to improve their companies’ performance and create efficiencies. There have been many conversations with providers of AR technology (including a growing number of startups focusing on AR) that are offering innovative solutions. I have also gained insight from numerous non-commercial organisations – from governments to universities and research institutes. All which has enabled me to gain a wide and comprehensive view of the Enterprise AR ecosystem.

So, what have I learnt in my first year?

When I started back in May 2016, I would have said that the Enterprise AR ecosystem was very “irregular” because of the following characteristics:

• Enterprises were uncertain about which AR areas to invest in
• Providers were unable to find customers
• Technology readiness was unclear
• Best use cases were still being defined
• Efficiencies were difficult to achieve

What a difference a year has made. The ecosystem is moving forward rapidly, with more enterprises and providers understanding AR, developing focused solutions, providing more clarity on best practices and creating better tools.

Equally important, “AR language” is now being shared with key business decision makers (CEO, CIO, CTO). They are beginning to understand the benefits and challenges for the ecosystem.

But issues remain. Enterprise AR is still not a mainstream technology, performance improvements are not being realised across entire organisations, and many projects are stuck in the prototyping / testing phase.

With the help and insight of the AREA members, we have spent the past 12 months understanding what needs to be done to move from the “in prototype” phase to “full deployment” stage so that enterprises can gain the benefits and return on investment from AR.

The AREA Portal – your one-stop shop for neutral Enterprise AR information

The challenge is multi-layered and goes beyond just technology readiness! That’s why the AREA has continued to create initiatives to help enterprises. We are investing in updating the AREA portal and building a “one-stop shop” for Enterprise AR information – from AR use cases, case studies, and technology white papers, to the latest thought leadership articles, news stories, and events. It’s important to build a set of vendor-neutral information that can help executives make informed decisions. We are also working on creating more neutral ROI analysis and looking for enterprises and providers to help share any ROI information they have.

AREA research capability

We are also building up the AREA research capability. We have asked members what should be researched to help the growth of the Enterprise AR ecosystem and in 2016 we commissioned research on security in wearables. The report(s) are just about to be realised and will provide the AREA members with the following insightful and useful research:

Report 1 – Wearable Enterprise AR Data Security Risks and Management

This report will allow AREA members to better understand data security risks, communicate using a common vocabulary, characterize threats via a structured framework, assess major vulnerabilities against that framework, and identify key metrics to measure risks in the real world.

Report 2 – Wearable Enterprise AR Security – Framework and Test Protocol

This report proposes a security framework for AR developers and enterprise practitioners. It explains how to create a three-phase test protocol for evaluation of AR headset solutions:

• Identify appropriate security requirements for the AR device in an enterprise project
• Evaluate the security design of the AR device using vendor and third-party data
• Test the AR device security as part of the enterprise project

These reports are only available to AREA members. If you are not a member yet, please contact me if you are interested in joining.

We have also kicked off the next phase of research proposals to find out what the members would like to research next!

Global AR requirements

Another identified gap is a lack of Enterprise AR requirements. Having those requirements would help enterprises create standard RFP / RFI’s for AR solutions. For their part, providers would find the requirements useful to helping them develop their product roadmaps, as well as encouraging interoperability of software and hardware.

It was exciting and inspiring to run the first global AR requirements meeting with the DMDII in Chicago (1^st / 2^nd March) with 65 companies and 90 people discussing the draft AR enterprise requirements (created by Lockheed Martin, Caterpillar and Procter and Gamble). The AREA is planning to run another session in Oct ’17. I’m looking forward to again engaging directly with the ecosystem.

AR Safety Committee

Safety is a concern for all enterprises and the use of AR (particularly with wearables) is one area that needs to be carefully considered when rolling out an AR solution to the wider workforce.

A new AREA charter is being created to bring together interested members to help define and provide insight into the potential problem. More to follow in H2 2017.

Much more to come – together

It’s been an amazing first year for me at the AREA – engaging with practitioners from all over the world who want to drive change, improve performance, and deliver valuable Enterprise AR services.

But it’s clear that work still needs to be done. The AREA will continue to help drive the ecosystem, to provide a place to discuss and solve the wider problems, to help enterprises and providers to work together, to make a difference, and to accelerate the adoption of Enterprise AR.

There is an African proverb I often like to cite:  “If you want to go quickly, go alone. If you want to go far, go together.”

Please join me and over 30 organisations in working to ensure that AR technology creates lasting benefits for the world.

Are you an AR startup that would like to join the AREA but has lacked the resources for a full Contributor membership? Now you can take advantage of all the advantages of belonging to the AREA through our new Startup Membership.

The time-limited Startup membership offers you the full benefits of an AREA Contributor member:

• Create awareness of your startup
• Gain access to AREA thought leadership content
• Attend AREA member events
• Network with enterprises that are looking for AR solutions
• Participate in AREA committees and help define the ecosystem
• Get discounts to events negotiated by the AREA
• Receive synopses of AREA research
• Gain entry into the AREA marketplace (in development)
• Contribute thought leadership content to the AREA blog
• Get Contributor member voting rights
• Be part of the only alliance focusing on AR in the Enterprise!

It’s a great way to develop your AR network and gain visibility with prospective enterprise customers. You get all this for $1500 per year – that’s $3500 less than the lowest annual fee for Contributor membership.

AREA Startup membership is limited to organizations that meet the following criteria:

• Your total annual revenue is under $1 million.
• Your staff size is 10 or fewer full-time and/or freelance employees.
• Your organization has been trading for less than three years.

The AREA Startup membership package is only available for a two-year period. After the two years have elapsed, your company must choose a Contributor or Sponsor membership to continue as an AREA member.

Click here to take advantage of this exciting offer.

At first glance, the two-day event promised to be a worthwhile exchange among parties with shared interests. On one side was the Digital Manufacturing and Design Innovation Institute (DMDII), which had invested considerable time and effort into creating a detailed set of requirements for enterprise AR with the assistance of American industry heavyweights Lockheed Martin, Procter & Gamble, and Caterpillar. On the other side was the AREA, the organization leading global efforts to drive adoption of AR in the enterprise. The AREA is to take over responsibility for the requirements document and its future.

But when the parties gathered in Chicago, the event proved to be more significant than anyone could have expected. Here’s why:

1. It demonstrated the burgeoning interest in enterprise AR throughout the developing ecosystem. The event attracted 90 attendees from 45 companies – all deeply committed to AR and eager to share their thoughts with one another.
2. It provided an unprecedented opportunity for AR hardware and software providers to engage directly with enterprise AR users. With the detailed requirements to refer to, participants were able to engage with each other substantively and specifically.
3. It signified the beginning of a global effort to make the process of implementing AR projects simpler and more orderly. With a set of requirements that will grow, become more defined and use case-specific over time under the aegis of the AREA, enterprises will have the power to define their AR solution needs clearly and confidently. Our goal at the AREA is to make the requirements accessible and usable to the wider AR ecosystem.
4. It gives AR solutions providers a vital resource for developing their product development roadmaps. The direct feedback of the user community made it clear to hardware and software providers where they need to invest their R&D budgets in the near and medium term.
5. It created the basis for a more open, vibrant, and participatory AR ecosystem. As the AREA makes the requirements a “living document” to which all organizations can contribute, they will become an increasingly useful resource to a wider range of organizations and will accelerate the adoption of successful AR projects in the enterprise.

More information on how to review and participate in activities around the requirements will be announced soon at www.theAREA.org.

AREA members Newport News Shipbuilding (NNS), DAQRI, and Upskill and AREA Executive Director Mark Sage are featured in an article on AR at IndustryWeek, the long-running manufacturing industry publication. The article explores the state of AR adoption in manufacturing, weaving in the experiences and insights of NNS’ Patrick Ryan, DAQRI’s Matt Kammerait, and Upskill’s Jay Kim, along with observations from executives of GE Digital and Plex Systems. Find the article here.

The Augmented Reality (AR) marketplace is evolving so rapidly, it’s a challenge to gauge the current state of market education, enterprise adoption, provider investment, and more. What are the greatest barriers to growth? How quickly are companies taking pilots into production? Where should the industry be focusing its efforts? To answer these and other questions and create a baseline to measure trends and momentum, we at the AREA are pleased to announce the launch of our first annual ecosystem survey.

Please click here to take the survey. It won’t take more than five minutes to complete. Submissions will be accepted through February 8, 2017. We’ll compile the responses and share the results as soon as they’re available.

Make sure your thoughts and observations are captured so our survey will be as comprehensive and meaningful as possible. Thank you!

The AREA has issued a request for proposals for a funded research project that its members will use to better understand relevant data security risks associated with wearable enterprise AR and mitigation approaches.

Organizations with expertise in the field of data security risks and mitigation and adjacent topics are invited to respond to the invitation by January 30, 2017.

The goals of the AREA-directed research project are:

• To clarify questions about enterprise data security risks when introducing enterprise AR using wearables
• To define and perform preliminary validation of protocols that companies can use to conduct tests and assess risks to data security when introducing wearable enterprise AR systems

The research project will produce:

• An AREA-branded in-depth report that: details the types of data security risks that may be of concern to IT managers managing AR delivery devices and assets; classifies the known and potential threat to data security according to potential severity levels; and proposes risk mitigation measures
• An AREA-branded protocol for testing wearable enterprise AR devices for their hackability or data exposure threat levels
• An AREA-branded report documenting the use of the proposed protocol to test devices for their security exposure threat levels.

All proposals will be evaluated by the AREA research committee co-chairs on the following criteria:

• Demonstrated knowledge and use of industry best practices for research methodology
• Clear qualifications of research organization and any partners in the domain of data security threats and mitigation, and AR, if possible
• Review of prior research report and testing protocol samples
• Feedback of references

The AREA will provide detailed replies to submitters on or before February 13, 2017. The research project is expected to be completed and finished deliverables produced by May 1, 2017.

Full information on the request for proposals, including a submission form, can be found here.