Educate everyone

My all-time favourite example of augmented reality has been reinvented.

When I first saw BMW’s augmented reality glasses on YouTube over 8 years ago, I was excited. It heralded a new dawn in educational technology. A golden age in which learning & performance would be transformed.

Then… nothing.

For years afterwards, augmented reality seemed to be trapped in the mystical realm of what it “could” do in the future. Indeed it offered amazing potential, but with too few examples of the technology in use, not much reality was really being augmented.

More recently, Google Glass has been making in-roads, though I consider it more of a data display device than an AR headset. And Microsoft’s work on HoloLens is truly inspiring, but it’s not quite ready yet.

Then… BOOM!

At the 2016 Consumer Electronics Show, Hyundai unveiled its Virtual Guide. Overnight, the Korean boffins made BMW’s augmented reality glasses a reality for the rest of us.

Now, I use the term “overnight” with poetic licence. Hyundai actually unveiled its AR app in the previous year. And yes, there have been other practical applications of AR done by other companies. Heck, they’re not even the first car maker to do it.

But all that is moot, because the point is this is the first time in a long time that I’ve been impressed by a mainstream brand. To me, Hyundai stands out from the myriad other car makers as a leader – not only in innovation, but also in customer service.

I compare them to Honda, for example, whose Civic can’t even play the songs on my Samsung smartphone.

Hyundai’s app prompted me to consider the relationship between e-learning and marketing in the corporate domain.

Traditionally, e-learning (along with the rest of L&D) is inward focused; its specialists are charged with developing the capability of the organisation’s employees. In contrast, marketing is outward focused; its specialists are charged with attracting more customers.

Indeed there has been consideration of combining marketing with e-learning to promote and motivate employee development, but how about the reverse? How about combining e-learning with marketing to engage customers?

As Hyundai has demonstrated, e-learning can be used as a vehicle to establish a leadership position for the brand. Yet it can do more.

Consider an insurance company. Like cars, this is another sector that is usually considered boring by the general public and faces stiff competition. How about another TV advertisement featuring a loving family and a dog and… yawn… sorry, I can’t be bothered finishing this sentence.

Instead, how about a customer education strategy that teaches the public the fundamentals of insurance, providing a clear explanation of the concept, untangling its mind-boggling options and variations, ultimately helping regular folks like you and me make better decisions about our finances.

The strategy might involve a YouTube channel, an expert-authored blog, a moderated discussion forum, a free webinar series, a corporate MOOC… all open to the public.

Could someone consume your wonderful content and buy their insurance from someone else? Of course, some people base their purchasing decisions solely on price. But many don’t. With the trust and goodwill your education generates, I’d wager that plenty of prospective customers will prefer the brand that empowered them.

At the very least, you’d attract more customers with an education strategy than without one.

So don’t just educate your staff. Educate everyone.

The paradox of augmented reality

Sydneysider Scott O’Brien is back in town after an extended stint in San Francisco. Scott is the Co-founder & CMO of Explore Engage, a digital media company that is attracting serious attention for its augmented reality eyewear.

I caught up with Scott in the harbour city and asked him the following questions…

• What are your favourite examples of augmented reality? (0:08)
• What are you working on at Explore Engage? (2:20)
• How does your eyewear differ from Google Glass? (3:05)
• Is augmented reality worth the hype? (3:54)
• What opportunities exist for the finance sector? (5:04)
• What opportunities exist for workplace education? (6:14)

I was impressed with the examples of augmented reality cited by Scott.

Medical education has long been the poster boy of salivatingly engaging content, and the tradition continues with this emerging technology. Daqri’s 4D Anatomy app showcases the visualisation capabilities of the medium, while the Australian Defence Force not only targets a real-world need with their Mobile Medic app, but also incorporates it into their recruitment process.

Google’s Ingress is an augmented reality MMOG that exemplifies the gamification capability of the medium. Two factions fight for control over the real world by capturing virtual “portals” that are represented by public landmarks such as statues and fountains.

The fact that Ingress was developed by Google’s internal startup, Niantic Labs, is enlightening (excuse the pun). Augmented reality is still an emerging technology in which experiments must be undertaken and failures borne. It is by learning from the results, and responding to them via adaptation, that you increase the probability of break-through success.

I am also fascinated by Google’s marketing strategy with Ingress. The game is in “closed beta” mode, which means you need an invitation to play it. Reminiscent of Studio 54, only the members of the “in” crowd have the privilege of enjoying that which is denied to others. Google deepens the mystique by seemingly neglecting to promote the product – instead relying on organic growth of the subculture.

On the subject of Google, I think Scott’s differentiation between Google Glass and Explore Engage’s Augmented Reality Eyewear is an important one. While Google Glass has augmented reality capability, it is essentially a wearable computer with which digital information is conveniently presented in front of the wearer’s eye. In contrast, the Explore Engage eyewear is specifically designed to integrate digital information with the real-world background. There is no better example of the latter concept than BMW’s Augmented Reality Glasses – which aren’t Explore Engage’s by the way, but are oh so sexy all the same.

While I’m on my definitions soapbox, I’ll take this opportunity to point the finger at Star Chart. This is a wonderful (and free) app, but its so-called “augmented reality mode” is no such thing; it does not lay its stellar information over the night sky! In contrast, Sun Seeker lays the sun’s trajectory over the real background. In other words, it augments reality.

In terms of ROI, 2.5 million downloads of Transformers 3’s Defend the Earth speaks for itself. The return on Audi’s Virtual Q3 is less obvious, but that’s because it’s less about car sales and more about engaging consumers and associating the brand with innovation. How do you evaluate that? By analysing car sales of course, after the Q3 finally lands on Aussie shores.

While the Commonwealth Bank should be applauded for their Property Guide app, which combines geolocation with big data to provide something truly useful to their prospective customers, I must say as someone in the financial services industry: the general lack of financially oriented augmented reality apps represents a typical lack of imagination in the sector. Worse still, the examples highlighted by Infosys’s whitepaper are almost exclusively home finders and ATM locators, which means they’ve merely copied each other. Yawn.

As I am concurrently in the education profession, however, I must also recognise that the potential for augmented reality remains largely untapped. Scott’s examples attest to the power of the medium in terms of visualisation, gamification and performance support – which are factors that make education in the workplace engaging and effective. So what are we waiting for?

I think the mobility of the technology also remains under exploited. For example, how about an architecture tour of your local city in which details of buildings are highlighted when you point your mobile device at them? Or even better, when you look at them through your AR-enabled glasses?

And Scott’s mention of avatars adds more fuel to the fire of possibility. I imagine learning interventions in dangerous environments (such as mining sites) in which training can be undertaken in context, minus the threat to life or limb. Unlike in a simulator or a virtual world, the training is done at the workplace.

Therein lies the paradox of augmented reality. By complementing the real world with artificiality, it makes the learning experience more authentic.