The Usability of Augmented Reality

We love AR, but new entrants need to be able to differentiate meaningfully from existing platforms who are able to simply add more AR features to an already captive audience. While the widening of access to AR technology via existing channels (e.g. extensive filters) has been helpful in driving mass market adoption and familiarization, it’s also be... See more

The purpose of VR is to take you to a completely made-up place, and the purpose of AR is to change your experience of the place that you’re in. That pervades everything in terms of how you think about content, how you tell stories, what it is that you can actually do with these devices.