comscore Asus Zenfone AR is the first step in an arduous battle that lies ahead
News

Asus Zenfone AR is the first step in an arduous battle that lies ahead

Is AR as a technology still at a nascent stage?

Asus Zenfone AR

If you ask me the definition of magic in the times of technology, I would go with augmented reality or AR. For things which do not exist physically but can be seen and interacted with, it is nothing short of magic. Google Glass, Pok mon GO, and now the Asus Zenfone AR are just some of the early hardware that have begun the journey of creating an experience that fuses the real with the virtual without the user having to leave the current real zone. But is it too soon? Also Read - Apple CEO Tim Cook claims iOS is more secure than Android

Also Read - Apple Music Lossless, Spatial Audio features with Dolby Atmos coming soon to India

AR exploits camera technology to produce semi-real experiences. Potential areas of applications are in the field of architecture, home d cor, navigation, education, entertainment and gaming. One of the first noteworthy instances of a product that involved such a technology Google Glass an ordinary-looking pair of glasses offered a live feed projected in the air which only the user could see. Also Read - Apple sells more iPads in early 2021 than ever, grows along with Samsung 

Challenges and opportunities in AR

 

Today, Google Glass stands as an industry example for being a failure. The reason is that wearable technologies were considered way ahead in time. Besides, there were tons of security and privacy concerns involved. On the other hand, for something like Pok mon GO, the technology turned out to be a massive opportunity for Nintendo to bring in millions in revenue.

If you ignore distracted pedestrians (and being a cause for physical injuries), the simple smartphone game truly brought global attention to augmented reality. Now if you look at the two cases, while Google Glass was a dedicated hardware and offered an AR experience, the game was just an app leveraging the technology and so user-friendly that it became a viral phenomenon in no time.

Google Glass or Pok mon GO?

The failure of Google Glass, and the hysteria around the successful Pok mon GO poses a question is AR here to stay? The challenge here is not with being ahead of time but making a particular technology sustainable. Coming to the Asus Zenfone AR, it’s not the first smartphone to explore the possibilities of AR and VR. Lenovo has made attempts in the past with the Phab 2 Pro.

With a price tag of Rs 49,999, the Zenfone AR attempts to woo consumer interest towards a technology which is still at a very nascent stage in a country like India. 3D maps, smartphone games, websites like LensKart which offer you a preview of how a particular frame would look on your face, and such applications would find a wider user fancy instead of a dedicated hardware, which many might find too pricey to even buy as a collectible (The Google Glass was priced at a whopping $1,500). RELATED: Google Glass receives update after 3 years; will it make a comeback to beat Snapchat, Apple?

Amidst the rush to become the world s first, what manufacturers need to really understand is whether the market is currently thriving for a given product or service. Take for example something like a fingerprint sensing technology which is embedded into the display and works under water. For the longest time, Samsung Galaxy S8 lineup was supposed to come equipped with the new technology. However, because there are production issues involved, we are yet to see a fully-functional product leveraging the technology which Qualcomm introduced years ago.

Applications of AR

Despite the wide range of potential applications, what we lack at the moment is appropriate and engaging content read apps or services which explore the technology to the fullest. At the launch event, I got a chance to use the Asus Zenfone AR with the set of pre-set experiences it was demonstrated with. One of the applications is witnessing how a particular kind of sofa or lamp shade will look against a white wall.

Similarly, you could 3D map your surroundings, get transported to the wild with deer and waterfalls around. Despite being in reality, it was a demo zone filled with humans. All this, without the need for a specialized hardware. And that highlights the importance of content. ALSO READ: Asus ZenFone AR hands-on and first impressions

Asus is undoubtedly one of the first manufacturers to bring the technology into the hands of the customers, albeit on the pricier side; but to make the Tango and Daydream-enabled smartphone more palatable is something like the Apple ARKit. Tim Cook, CEO Apple, sees more potential in augmented reality than virtual reality even as the likes of Facebook and Google are investing in the latter. The reason is simple it is non-interfering and seamless. What Apple is doing right now is opening up its platform for developers to build content (including apps and experiences) for AR customers across its vast device pool.

While these apps made using ARKit will be available in a few months, the prime focus of the company is to first create an ecosystem for the said technology to thrive, before working on a standalone product. Now it isn’t the case that the Zenfone AR doesn’t have content an experiences. However, the reach and consumption is so niche that the very USP of the smartphone is unlikely to drive profits. RELATED: Apple iOS 11 with ARKit to turn iPhones, iPads into largest AR platform : Is it the future of Mixed Reality?

Google Glass which is one of the early examples of augmented reality was first detailed in 2013 and even after four years, we do not have the hardware that promises the level of potential and possible applications the wearable offered. Now imagine if Pok mon GO was released alongside the Google Glass, the success rate would have been far higher for both the dedicated hardware and the app. Similarly, for a smartphone like the Asus Zenfone AR, there is a long way to go ahead before AR-enabled technology, similar to how the dual camera lens system, grows to become an industry standard. Until then, the challenge is to create a platform for the said technology to flourish because unlike virtual reality, the usage of augmented reality is far more practical and beneficial.

For the latest tech news across the world, latest PC and Mobile games, tips & tricks, top-notch gadget reviews of most exciting releases follow BGR India’s Facebook, Twitter, subscribe our YouTube Channel. Also follow us on  Facebook Messenger for latest updates.
  • Published Date: July 14, 2017 9:11 AM IST
  • Updated Date: July 28, 2017 9:41 AM IST


You Might be Interested

Asus Zenfone AR

49999

Android 7.0 with ASUS ZenUI 3.0
Qualcomm Snapdragon 821 Quad-Core 2.35GHz 64-bit Processor
23 MP with f/2.0 aperture, 6 P Largan lens

new arrivals in india

Infinix Note 10 Pro
Infinix Note 10 Pro

16,999

Infinix Note 10
Infinix Note 10

10,999

Vivo Y73
Vivo Y73

20,990

OnePlus Nord CE 5G
OnePlus Nord CE 5G

22,999

iQOO Z3
iQOO Z3

19,990

Realme C25s
Realme C25s

9,999

Poco M3 Pro 5G
Poco M3 Pro 5G

13,999

Realme X7 Max 5G
Realme X7 Max 5G

26,999

Oppo F19
Oppo F19

18,990

Motorola Moto G40 Fusion
Motorola Moto G40 Fusion

13,999

POCO M2 Reloaded
POCO M2 Reloaded

9,499

OPPO A74 5G
OPPO A74 5G

17,990

Oppo A53s 5G
Oppo A53s 5G

14,990

Vivo V21 5G
Vivo V21 5G

29,990

Realme C25
Realme C25

9,499

Realme C21
Realme C21

7,999

Realme C20
Realme C20

6,799

Motorola Moto G60
Motorola Moto G60

17,999

iQOO 7
iQOO 7

31,990

Samsung Galaxy M42 5G
Samsung Galaxy M42 5G

21,999

Xiaomi Mi 11 Ultra
Xiaomi Mi 11 Ultra

69,999

Xiaomi Mi 11X Pro 5G
Xiaomi Mi 11X Pro 5G

39,999

Xiaomi Mi 11X
Xiaomi Mi 11X

29,999

Realme 8 5G
Realme 8 5G

13,999

Samsung Galaxy F02s
Samsung Galaxy F02s

8,999

Samsung Galaxy F12
Samsung Galaxy F12

10,999

POCO X3 Pro
POCO X3 Pro

18,999

Realme 8 Pro
Realme 8 Pro

17,999

Realme 8
Realme 8

14,999

Vivo X60 Pro Plus
Vivo X60 Pro Plus

69,990

Vivo X60 Pro
Vivo X60 Pro

49,990

Vivo X60
Vivo X60

37,990

OnePlus 9 Pro 5G
OnePlus 9 Pro 5G

64,999

OnePlus 9R 5G
OnePlus 9R 5G

39,999

OnePlus 9 5G
OnePlus 9 5G

49,999

Samsung Galaxy A72
Samsung Galaxy A72

34,999

Samsung Galaxy A52
Samsung Galaxy A52

26,499

Micromax In 1
Micromax In 1

10,499

Asus ROG Phone 5
Asus ROG Phone 5

49,999

Samsung Galaxy M12
Samsung Galaxy M12

10,999

Motorola Moto G30
Motorola Moto G30

10,999

Motorola Moto G10 Power
Motorola Moto G10 Power

9,999

Oppo F19 Pro Plus 5G
Oppo F19 Pro Plus 5G

25,990

Oppo F19 Pro
Oppo F19 Pro

21,490

Xiaomi Redmi Note 10 Pro Max
Xiaomi Redmi Note 10 Pro Max

18,999

Xiaomi Redmi Note 10 Pro
Xiaomi Redmi Note 10 Pro

15,999

Xiaomi Redmi Note 10
Xiaomi Redmi Note 10

11,999

Realme Narzo 30A
Realme Narzo 30A

8,999

Realme Narzo 30 Pro
Realme Narzo 30 Pro

16,999

Infinix Smart 5
Infinix Smart 5

7,199

Samsung Galaxy F62
Samsung Galaxy F62

23,999

Samsung Galaxy A12
Samsung Galaxy A12

12,999

Nokia 5.4
Nokia 5.4

13,999

Nokia 3.4
Nokia 3.4

11,999

Realme X7 Pro 5G
Realme X7 Pro 5G

29,999

Realme X7
Realme X7

19,999

Vivo Y31
Vivo Y31

16,490

Oppo Reno5 Pro 5G
Oppo Reno5 Pro 5G

35,990

Samsung Galaxy S21 Ultra 5G
Samsung Galaxy S21 Ultra 5G

1,05,999

Samsung Galaxy S21 Plus 5G
Samsung Galaxy S21 Plus 5G

81,999

Samsung Galaxy S21 5G
Samsung Galaxy S21 5G

69,999

Vivo Y12s
Vivo Y12s

9,990

Vivo Y51A
Vivo Y51A

17,990

Samsung Galaxy M02s
Samsung Galaxy M02s

8,999

Xiaomi Mi 10i
Xiaomi Mi 10i

21,999

Oppo A15s
Oppo A15s

11,490

Tecno Spark 6 Go
Tecno Spark 6 Go

8,499

Vivo V20 2021
Vivo V20 2021

24,990

Vivo Y20A
Vivo Y20A

11,490

Xiaomi Redmi 9 Power
Xiaomi Redmi 9 Power

11,999

Motorola Moto G9 Power
Motorola Moto G9 Power

11,999

Motorola Moto G 5G
Motorola Moto G 5G

20,999

Vivo V20 Pro
Vivo V20 Pro

29,990

Xiaomi Mi 10T
Xiaomi Mi 10T

35,999

Xiaomi Redmi 9i
Xiaomi Redmi 9i

8,299

Xiaomi Mi 10T Pro
Xiaomi Mi 10T Pro

39,999

Infinix Hot 10
Infinix Hot 10

9,999

Vivo V20 SE
Vivo V20 SE

20,990

Vivo V20
Vivo V20

24,990

Micromax In 1b
Micromax In 1b

6,999

Micromax In Note 1
Micromax In Note 1

10,999

OnePlus 8T
OnePlus 8T

42,999

Samsung Galaxy F41
Samsung Galaxy F41

15,499

Apple iPhone 12 Pro Max
Apple iPhone 12 Pro Max

1,29,900

Apple iPhone 12 Pro
Apple iPhone 12 Pro

1,19,900

Apple iPhone 12 Mini
Apple iPhone 12 Mini

69,900

Apple iPhone 12
Apple iPhone 12

79,900

Poco X3
Poco X3

16,999

Realme Narzo 20A
Realme Narzo 20A

8,499

Realme Narzo 20
Realme Narzo 20

10,499

Realme Narzo 20 Pro
Realme Narzo 20 Pro

13,999

Oppo F17
Oppo F17

16,990

Samsung Galaxy M51
Samsung Galaxy M51

22,999

Poco M2
Poco M2

10,999

Oppo F17 Pro
Oppo F17 Pro

22,990

Realme 7 Pro
Realme 7 Pro

19,999

Realme 7
Realme 7

14,999

Best Sellers