Auggie: An ugly award with high potential
Oder: Bananas don’t grow in Austria
The world of Augmented Reality from an Austrian point of view
Markus Meixner is a human being like you and me. He eats, sleeps, cares for his social contacts and, of course, works. But this is where he starts just not to be like you and me. DI Markus Meixner is a professional in an industry that has the potential to sustainably change the world as we see it. Augmented Reality, AR for short, changes indeed the way of seeing things that we perceive day by day.
Technology, you say? Technology from Austria? Is not that a contradiction in itself? Has not the almighty Silicon Valley digested everything based on technology and progress?
Markus Meixner views just different, and especially further into the future than most of us, hence he has been engaged in AR since the very beginning of his professional career. Already in 2012 he gathered a small dedicated team to busily design technology of the future, refine it and put into action. The immediate success quickly proved him right. Soon his company ViewAR received requests from all over the world, including companies that are well-known from the daily media.
But what is Augmented Reality exactly and why so powerful potential lies in that technology?
“Augmented Reality will change Storytelling now and forever.”
Augmented Reality – hype or brave new world ?
Since Pokémon we are confronted with a new reality that changes our perception radically. AR allows such realistic blending of what we see every day with that very special AR-created add-on. Ideally the result is a better world in which we can integrate everything our heart desires. Pokémon is just the beginning, but soon this technology will create really useful applications that will lift our education, our daily work and our whole life to whole new levels.
AR has big potential
All aspects of life will be touched
Austria is top notch
Real world + digital content
But let’s come back to Markus Meixner. He rightly claims, that “recognizing a trend is a good start, but to have success with the implementation is an entirely different pair of shoes.”
The Auggie Award straight from Silicon Valley
On June 2 2016 it was done and the team ViewAR could not believe their luck. The AR app BeoHome design, developed for Bang & Olufsen won the category “Best AR App worldwide”. Please see an interview with a winner who does not yet know of his victory. As the story says, Markus Meixner had been invited for an interview to explain his AR approach and to provide an outlook on the future of the industry shortly before the awarding ceremony.
Really ugly but full of high hopes for the future
One can really be divided on the design of that “Oscar” of technology called Auggie. But what really counts are 2 findings coming straight out of Silicon Valley. The first lesson will let Austrians citizens be full of pride: We are top notch in Augmented Reality and should’t be too modest about it. In fact, we can compete with technology providers from around the world without fear.
The second finding is already harder to digest: companies in our country should start to engage with AR and its possibilities as soon as possible, otherwise the international competition will extinguish some sectors in Austria once and forever.