Mass-Market Augmented Reality: The Difficulty behind its Integration and the Path to Success

Abstract

The failure of Google Glass changed the path of augmented reality (AR), delaying its integration into a mass market by years. Google Glass contained numerous technical limitations that companies are still facing today. The product also showcased the social issues that come with the technology. Shared privacy concerns among many cause consumer reluctance, with information tyrants such as Google leading and largely controlling AR development. In addition to privacy concerns, health concerns steer people away from the technology. Worse yet, the many negative connotations associated with AR give it a stigma that causes major social limitations. Without normalization of the technology, people will not be interested to invest large sums of money in a product centered on convenience rather than purpose. This lack of purpose and perceived unknowns, combined with the pragmatic elements of a low battery life and glitchy, bulky design, makes the technology unappealing. Companies today are attempting to circumnavigate these problems in multiple ways. Some are attempting to create a product with a centralized purpose that solves a problem. Others are using already established industries such as the smartphone or gaming market to sell a more manageable product. Some companies have abandoned the idea of selling AR products, and are instead using it as a service. Augmented reality is a field that still must develop due to its initial setbacks, compelling companies to become creative with the technology’s usage. The consumer market is not adapted to wearable AR, making normalization necessary for further progression in the field.