So when looking at illustration 15 one can identify that augmentedreality is currently positioned in the ‘Through of Disillusionment’ (Walker2017, p. 61) where interest is declining as experiments and implementationsfail to deliver. The problem with AR up to now is that there still existdiscrepancies between what a vendor promises to deliver and what capabilitiesare available to deliver. According to the report, the reasons behind this are “…
poor implementations (forexample, solutions delivered without immersive development knowledge, workflowintegration, or mapped-to-business value or need) and lack of standards(interoperability, content production, frameworks, etc.) …” (as cited in Walker2017, p. 61).
Another problem is that businesses still lack to create a value forconsumers. High end and transparent hardware as well as fascinating use casesare required before progress in this area can be made. The report states thatit will take 5 to 10 years before a mainstream adaption takes place and ARreaches ‘Slope of Enlightment’ followed by ‘Plateau of Productivity’ (Walker2017, p.
62). But how does a company foster mainstream adaption and create added valueto consumers? According to the Cognizant reports of 2016 (Tandulwadikar 2016,p. 8) companies can promote AR in the long run by considering creating an ITinfrastructure that contains a higher number of “… computing power, network bandwidth and data storage capacity…
toaccommodate new hardware and software …”. Further, enterprisesshould foster an ecosystem, which is supportive. To ensure that the user canaccess important content 24/7 and connect as well as collaborate securely withthe system, AR will require a high amount of resources that the company needsto be able to allocate. In addition change has to be managed correctly, by promotingand offering trainings for all users to become more confident with the newtechnology but also address data privacy and security issues (Tandulwadikar2016, p.
8). When looking at the outcomesof the conducted interviews there were also some insights provided on thefuture of AR. According to D. Götze (personal communication, 18 December 2017) AR has become morefrequent over the past years. When his company started to work with AR in 2007,they cooperated with a Munich based company specialized in AR SoftwareDevelopment. Over the years ESG saw how the company improved their AR softwareand two years ago Apple acquired them. This shows how the technology has beendeveloping in the right direction but he also states, that as long as thetechnology is not used commercially then it will stay a peripheral matter.
V. Elefteriu(personalcommunication, 14 December 2017) also sees a development within AR. Over the past 5years they have seen an improvement concerning the technology, for instance withthe Hololens and the foundation of the US-American company Magic Leap. But as D.Götze, he also says that the general mass needs to first accept and generallyuse AR. Here for another 5 years will pass.
It will require a light version offor example glasses need to be developed, without a cable, with a highresolution and scope of view to foster social acceptance. Especially in themedical area AR will be used in the process of tumour removal. Operations willbe much quicker, easier and safer. AR will probably evolve to be a standard andit will solve the problem of solving Big Data issues as huge amounts of datacan be saved such as video sequences, screenshots and documentation and caneven be used to make predictions. E. Bauer (personal communication,16 December2017)also sees a higher presence of AR but that it will also take another 5 yearsuntil the general public accepts and sees the advantages of AR to develop intoa standard. In this case, marketing needs to work more towards adequatelymarket AR technologies, as many people still do not know what AR is and whatits advantages are.
On a contrary K. Ingman(personal communication, 08 December 2017) sees that the development of AR hasbeen only been processing slowly. Especially when it comes to hardware ortechnical devices there exist problems. If one looks at the Hololens it hasbeen on the market for over 3 years and it has not really gone into productionyet. An update that should have been announced this year has been postponed toan indefinite date. In this case one can clearly see that AR is still in itsdevelopment phase. But he sees that AR will be present over all companydepartments and industries. When summarizing the analysedsources, one can see that the opinions on AR differ according to sources andthe results of the conducted interviews.
In conclusion on can say, thataugmented reality will develop further in the future but it is uncertain whenthe general public will accept and use AR as a daily product to be able todevelop into an industry wide standard. As Tim Cook, the CEO of Apple states: „ …
ARis going to take a while, because there are some really hard technology challenges…
Butit will happen, it will happen in a big way, and we will wonder when it does,how we ever lived without it. Like we wonder how we lived without our phonetoday.” And that “…a significantportion of the population…
will have AR experiences every day, almost likeeating three meals a day. It will become that much a part of you …” (as cited in Leswing 2017). 1.
Conclusion As the manufacturing climateis becoming more globalized, a constant and simultaneous exchange ofinformation during the manufacturing process is indispensible. But it alsorequires a flawless collaboration between the different ‘points of attachment’ duringthe product development life cycle (Rüßmann et al. 2015, p. 3-7 and Geissbaueret al.
2017, p. 8ff). However, not onlyglobalization is influencing product development. Today’s products and the connectedmanufacturing process are becoming more diverse in terms of the composition ofresources as well as functionality and complexity. In addition, manufacturersneed to provide various product add-ons and product variations that meet theneeds of mass customisation whilst staying economically competitive and efficient.To fulfil these requirements, processes have to be improved and monitored on aconstant basis.
Because, if a defective product is launched onto the market,high monetary losses can follow but moreover reputational losses can haveincalculable impact and damage customers and economic integrity (Porter 2017).Consequently, the questionprevails how a manufacturing company can grow and stay competitive in thisdigital and globalized era. Many manufacturers have already adapted to the ageof Industry 4.0 by implementing “Smart factories” with technologies such ascloud computing, IoT and cyber-physical systems. But also Augmented Reality is implemented on a more frequent basis to assistthe production line and development process (Rüßmann et al.
2015, p.3-7 andGeissbauer et al. 2017, p.
8 ff.). According to the conducted research, there arevarious advantages that support the implementation and effectiveness of AR inmanufacturing. It increases productivity, efficiency and the quality ofproducts, as AR can act as an aid for every person or entity working with it byproviding any data or guidance’s that is needed and connected to manufacturing.