WHAT IS AUGMENTED REALITY?

Augmented Reality is most commonly thought of as the Pokemon Go! pop-up characters, or as the App-based technology which lets you try out your couch in your living room on your phone before you buy it.   

Those two types are marker-based and marker-less. Marker-based AR use a Marker -- usually a QR code -- to trigger an action or event. Until recently, those actions have been largely static and/or low resolution. Scan a QR code next to a Rembrandt and get a 3D image of the painter and his bio floating in space.  But the technology is maturing, and photo-realistic movement is coming on the scene. That's core to what Company | E is doing. 

Marker-less AR is often GPS and accelerometer-based -- think Pokemon Go creatures that pop up in the park. The tech uses your Smart Phone's processor, GPS, camera and clock to choose where and when to display a small-file-size Pokemon critter. The key here is small file size.  Datas transfer from the Cloud to your device is one of the most serious bottlenecks in AR.   In both these instances an image is overlayed on real-world surroundings.

That GPS feature is also relevant to the next generation of work from the Company.  Building on advancements in capture resolution, rendering, data compression and transfer, Company | 's upcoming projects extend the amount of time an AR experience can last, create fully photo-realistic renderings and add Spatial Audio to the user experience. 

WE CALL IT LONG FORM AR. 

 Instead of a short "promo" style experience, LONG FORM AR creates entire full-length experiences of 10 minutes or, in time, more. New breakthrough's in data transfer will make the user-experience instantaneous.