Augmented reality: web vs. app (vs. AR glasses)

Displaying digital information in reality is not per se tied to a specific device or platform. However, the basic prerequisite for AR is that both data and reality can be seen on a screen at the same time. Two basic technologies have become established for this: AR glasses such as the Microsoft Hololens, which have a transparent display, and smartphones and tablets, whose camera feed on the display simulates this effect.

For the foreseeable future, it will still be necessary to program specific software for AR glasses. For mobile devices, however, there are two options: A specific AR app or a web-based solution. Each of the three approaches has its own advantages and disadvantages and is more or less suitable for certain cases.

AR glasses (not to be confused with VR glasses) are particularly interesting where hands need to be free despite augmented reality: At work. It is fitting that the market leader Microsoft is also positioning its HoloLens precisely there in terms of communication: In industrial production, for use in medicine or for collaborative work on 3D models. The price of just under 4,000 US dollars makes the device completely unattractive for the mass market.

However, the complex platform-specific programming and the high device price are offset by enormous potential savings. AR applications in industrial environments have been proven to reduce sources of error, simplify the remote maintenance of expensive machines and thus ensure an attractive return on investment (ROI).

Although not yet really known to the general public, there are now several companies that are using AR glasses productively. Some are also experimenting with them in Switzerland. Not least VBZ, for whom we created the first prototype for streetcar maintenance in 2018.

• Industry
• Manufacturing
• Building industry
• Medicine
• Maintenance

Important note: It is now more than just a rumor that Apple is working on its own form of AR Glasses. These have the potential to shake the aforementioned unattractiveness for the mass market to its foundations.

Rumors about Apple Glass or not – AR glasses are not yet a serious topic for the mass market. However, this is not a problem, as almost everyone now has an AR-capable smartphone.

The easiest way to create an AR application is to use web technologies. The big advantage of WebAR is that users do not have to download a mobile app for the augmented reality function, but can view the AR content directly in the mobile browser.

This is particularly beneficial in the e-commerce environment, as any interruption to the user journey can lead to the user bouncing – and therefore costs money. There are still few companies in Switzerland that consistently make their products tangible in AR. Although this is very easy to do with our ARcommerce service Genie AR, for example.

But WebAR is also very suitable for marketing campaigns. Because let’s be honest – which consumer would be persuaded to download an app for a competition? Exactly.

The energy drink manufacturer ok.-, for whom we were able to implement the AR game ok.- goal, shows what is possible. The football game was played for a summer by tens of thousands of users, who won thousands of prizes.

• E-Commerce
• Marketing

Despite all the advantages, the possibilities with WebAR are still somewhat limited for many use cases. The ideal route to mobile AR experiences is and remains the development of a mobile app.

AR apps have the great advantage of being able to access all smartphone functions, store content locally and therefore make it available offline. As they are also developed directly for the respective operating system, compatibility restrictions – for example with regard to mobile browsers – do not come into play. In addition, the majority of 3D and tracking technologies are based on SDKs, which are hardly compatible with web technologies.

For this reason, the following still applies: if you want to offer your users an exciting AR experience, you can hardly avoid developing your own AR app for the time being

• Comprehensive AR experiences
• Storytelling
• Offline availability
• Location-based applications
• AR Navigation
• AR Remote Support

With the spread of augmented reality and the increasing number of use cases, the number of implementation options is also growing. Both the use of special devices such as AR glasses and mobile-based applications have their raison d’être and will remain the go-to method for certain cases for years to come. We carefully weigh up the advantages and disadvantages of the various technologies for each project and recommend a course of action to our customers based on this.