Introducing the Augmented Reality for Enterprise Alliance

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Written BY

Emily Friedman

March 15, 2016

Written by Special Guest Blogger Christine Perey, Executive Director, Augmented Reality for Enterprise Alliance (AREA)

We live in an exciting era of mobile computing and enterprises are increasingly able to take advantage of new mobile technologies to improve their businesses. Many industries are wiring up factories and workplaces with the Industrial Internet of Things, and combined with ubiquitous network coverage, wearables are redefining the concept of the connected workplace. Among the many benefits of increased workplace communication is the prospect of guiding workers in their daily tasks with augmented reality.

Robust, wireless networks, interconnected IT systems and AR-enabled mobile devices can provide the basis for displaying contextual information in the worker’s field of view. Implementing this capability in a production environment is still challenging, however, and overcoming those barriers is the primary goal of the Augmented Reality for Enterprise Alliance (AREA), the only global, member-driven industry organization focusing on accelerating AR adoption in enterprise.

Members of the Alliance are part of a growing ecosystem of organizations ranging from providers of augmented reality-enabling technologies to customers in diverse industries. By joining the AREA, our members benefit from the network of providers and customers and support one another to grow the enterprise AR market.

Challenges and Solutions

Despite the promise of higher efficiencies through visualization of information in context in real time, there are a number of challenges to widespread adoption of AR. For example, customers must confront a lack of vendor-neutral content about current tools; they want clear information on the tools’ strengths and pitfalls. Providers require a deeper understanding of real customer needs, and want customers who understand the lingo of AR terms and concepts.

Both providers and customers need best practices and guidelines for implementing AR projects, as well as access to case studies to avoid reinventing the wheel. Benefits and pricing of AR products and services should also be more transparent. This will, on the one hand, help customers to budget for AR projects and, on the other, provide clarity for measuring results and differentiating vendors’ offers.

To meet these challenges, AREA members work to promote:

  • Content that will help increase the number of well-informed customers
  • Tools and opportunities that will stimulate expansion of a vibrant AR technology provider ecosystem
  • Programs that will support research for continually advancing AR technologies
  • Programs that will address the shortage of trained AR professionals prepared to work in enterprise supporting AR introduction and maintenance

AREA content and programs are developed to further these four strategic goals. We promote standards and best practices and publish objective, vendor-neutral content on our web site. The AREA has established committees where members collaborate on a number of important themes such as security and display safety. We also educate the marketplace by helping organizers of events and conferences to develop programs that inform audiences about the technologies, use cases and results of deploying AR. Finally, our team is preparing to publish new case studies, ROI studies and trend analyses.

Eventually, Augmented Reality will impact every industry that has heavy reliance on human labor and physical world assets, but it will take years to reach a high level of penetration. Those companies that seize the opportunities today are more likely to lead when the workplace of the future is safer and more productive. Organizations that share the vision of the AREA are warmly invited to visit our website, attend our webinars and to get acquainted with our members.

Christine Perey is the executive director of AREA. Christine is also the founder and principle analyst of PEREY Research & Consulting. She provides highly strategic research, business- and market-building related services with an emphasis on building robust strategies leading to the successful introduction and widespread adoption of mobile Augmented Reality products and services.

Christine’s partnership with leading firms, universities, experts and users brings a total view of the landscape in which your products and services will compete.

PEREY Research & Consulting is a leader in the mobile Augmented Reality industry, advising vendors, technology and application providers, research institutes and network operators on the design, launch and operation of mobile Augmented Reality- and Internet of Things- based technologies, products and services. The firm is also a charter member of the AREA.

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