Biosensors & Bioelectronics

A Comparative Analysis of Augmented Reality Technologies and their Marketability in the Consumer Electronics Segment

Abstract

Lucas Roitman*, Jeff Shrager and Terry Winograd

In this paper, we analyse past approaches in designing and marketing Augmented Reality apps or devices, and we discover key issues that prevented their mainstream adoption. We offer insights into novel approaches to marketing consumer technology products; in particular Augmented Reality devices. We analyse marketing strategies in order to understand which have been successful and which problems should be avoided in future campaigns. Although other papers have discussed some of these topics, none of them has discussed them with an interdisciplinary lens. We also attempt to understand how recent Augmented Reality and Virtual Reality devices have been perceived in society and reported by media. This research includes human-computer interaction expert interviews, historical evolution models for consumer technology, and socio-cultural and political analyses.