LegBefore Wicket (LBW), decision for an Umpire to make, when the ball in fractionof a second, depends on trajectory of the ball and the object ball touches inits first trajectory. A technology "Hawk Eye" plots the trajectory of ball andpredicts whether the ball would have hit the stumps if allowed on the pathwithout deviation. Augmented Reality (AR) is the extreme science behind theabove mentioned technology.

Realitymeans "having verifiable existence". "Reality in a Virtual World?" seems anoxymoron statement. Today world is watching reality TV shows assuming that itis true. Viewer is in a virtual world assuming it real and they return back atthe end of the show with their own perception of reality. "Augmented Reality" abuzz word in simpler meaning is "Enhanced Reality". Detailing it, it is addingmore information to your existing view of world. It is a view of world whichwould not be possible otherwise. Understanding the above mentioned statementwith an example, unknowingly you are at a beautiful but lonely place; peopleare rarely talking to each other. The first view of that place would be fuzzybut once you use your smartphone and through Google map you come to know thatthat place is a meditation center , then the same place looks beautiful withcalm and peace in air rather than lonely, and you feel relaxed.

Augmentedreality is different from virtual reality. Virtual reality is a reality whichis imaginary. Virtual means to be at a place which actually does not exist. "TempleRun" game connected with your 42 inch screen is an example of virtual reality. It'sa set up which must be immersive, not necessarily to be at the place, not necessarilyto be at a place that actually exist. Virtual reality is all about experience,augmented reality is all about adding information to the real world.

Initialconcept of augmented reality dates back to 1950's when Morton Heilig, father ofvirtual reality invented "Sensorama Simulator" which is more precisely the 5Dmovie that we see today. Since 1950's invention to 2009, Pattie Maes and PranavMistry's Ted conference presentation on their augmented reality gadget "Sixth Sense",the overall change in terms of gadget size, experience and multiple use ofaugmented reality has improved in exponential form, with the basic concept beensame. Google's project glass is just like a spectacle which could overlayinformation on eyes view and could interact with internet via natural voicecommand. Microsoft and Apple too had patented product on AR.

The fascinating the technology is, more fascinating is the usage of this technology.AR technology got its potential usage at Military, Automobile, Medical Sciences, Tourism, Architecture, Sports, Arts, Education, Entertainment and shopping.

Following are some of the interesting retail examples to look along with the types of augmented realities presently used

Projection based AR as by the name suggests is projection on objects. It got wide array of possibilities. Tech companies are using laser plasma technology to create 3D image in thin air. A 3D image can be created in virtual air.

Recognition based AR is when we use mobile phone or any device to scan a bar code to get more information. The mobile phone has become one of the most personal devices people own. It is something they always have with them, twenty four hours a day, seven days per week. There are many choices of mobile devices available, allowing people to choose the device that meets their needs. Today, these devices have so much more computing power, more memory, and greater flexibility, and the network is increasing its bandwidth and availability. Modern mobile augmented reality systems use one or more of the following tracking technologies: digital cameras and/or other optical sensors, accelerometers, GPS, gyroscopes, solid state compasses, RFID, wireless sensors.

Over the past year, the Mobile AR technology has reached the mainstream, with applications released for cell phones equipped with sophisticated positioning sensors. Application of this type of AR technology is a printed 2D version (augmented reality marker) and then with the help of application on mobile phone or the device detects the picture, it replace the 2D picture with a 3D image for a better understanding. During shopping if a tag is seen by the rear camera of mobile phone and recognizes it with optical character recognition technology then it can replace the word on the screen with any preferred language. It will translate the entire content than can be of great use for tourist coming from various other countries. Projectors can be made interactive with the help of recognition based AR. Projector can automatically detect object and automatically adjust according to size, distance and color of surface. Using this, imagination of possibilities is limitless.

Location based AR is most widely used in AR technology. It helps in locating various places with using various devices like Mobile, GPS or digital compass.

Outlining AR technology can help designers to put technical data of apparel and provide a mesh framework of the apparel which may help designers to make any further modification very easily.

As for various application of AR technology, augmented reality and virtual fitting rooms has the potential to help the online retailer reduce returns, increase turnover and provide the customer with an enhanced online experience. . Currently online eye wear retailers websites such as Ray-Ban and GlassesDirect.com are employing augmented reality to try on glasses in real time using video images through a webcam. The application uses advanced facial recognition technology and face mapping to ensure the virtual eye wear frames can be viewed at every angle as the face rotates. Online shopping is increasing day by day but among its drawback specially with respect to apparel shopping is that the person do not have actual visualization or feel before it gets the physical delivery of product.AR Technology can be used by taking an image or multiple image of shopper and superimpose the clothing item/accessories on the ideal size of shopper body instead of just the picture on the screen.

"GoldRun" augmented reality platform lives on an app, optimized for iOS and Android phones and tablets. GoldRun can customize memorable AR-based experiences that users want to share on Facebook and Twitter. Clients, from international clothing stores to movie studios, are flocking to use the GoldRun platform and reach socially connected customers.

Holition is a combination luxury marketing firm and AR laboratory. The company serves a huge list of luxury clients, including Tissot, De Beers, Boucheron and Tacori. And in its East London offices, Holition's marketers, luxury experts, developers, 3D designers and "2D artists and futurists" sit and work side-by-side, creating innovative augmented reality technology. When envisioning the future of shopping, the company sees consumers virtually entering a shopping center or store and trying on products that fit perfectly. Holition is conceptualizing plans for a "smart store" that reads faces upon entry. Computers will pull up individual's past shopping histories and recommend products that way.

A company like IntraXon is even working on brain sensing headbands that can tune brainwaves with AR. The bands monitor and register the level of distress, liking throughout day and adjust the present information accordingly.

There are some technical problems with AR technology too. One of the most basic problems currently limiting Augmented Reality applications is the registration problem. The objects in the real and virtual worlds must be properly aligned with respect to each other, or the illusion that the two worlds coexist will be compromised. More seriously, many applications demand accurate registration. For example, recall the needle biopsy application. If the virtual object is not where the real tumor is, the surgeon will miss the tumor and the biopsy will fail. Without accurate registration, Augmented Reality will not be accepted in many applications. Registration errors are difficult to adequately control because of the high accuracy requirements and the numerous sources of error. These sources of error can be divided into two types: static and dynamic. Static errors are the ones that cause registration errors even when the user's viewpoint and the objects in the environment remain completely still. Dynamic errors are the ones that have no effect until either the viewpoint or the objects begin moving. But with the increasing usage and technological advancement these will also exponentially improve.

Although AR is a cool implementable concept, retailers approach it from 2 key angles a) Can this be a competitive differentiator that create a buzz among the customers?  b) Will this be economically viable and does it have an acceptable ROI factor associated with it? Augmented reality needs to be integrated to web in order to yield great results. As more consumers turn to the web, need for social content is climbing up. This includes product reviews, prior to making to a purchase. Recent surveys in the retail industry confirm that social content plays primary role in customer's buying decision. Accessing or adding to this valuable Web-based social content repository is mostly limited to computers far removed from the site of the shopping experience itself. Research has found that consumers are more likely to buy a product after engaging with an augmented reality experience, and would be happier to pay more for it. The audience was so engaged that they were willing to spend more to obtain the item after viewing the AR experience. Being aware of this, many retailers and product manufacturers has already started developing and implementing solutions in the AR space (as an experiment).

Juniper Research is predicting that the market for Augmented Reality (AR) services will reach $732 million by 2014. AR applications revenues will be generated by initial fees like paid for downloads, incremental fees including subscriptions and advertising. At present most mobile devices do not have all the necessary features for AR, such as camera, GPS, digital compass, tilt sensors and broadband connectivity, but with the launch of more and more handsets that include such functions, AR is expected to become more common. Experts strongly believe that it will change the entire definition of digital media advertising and marketing.

About the Author:

Sushil Chaurasia is an Assistant Professor at the Tolani Institute of Management Studies, Adipur in Gujarat.