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Thomas Lorenz, head of global
travel category at Agrega, agrees: “I’m aware of augmented reality, but in a procurement environment, being in travel, it has a limited usage for me.” Every buyer’s concern with new technology is compliance. It’s hard enough to get everyone to use the online booking tool without throwing other new technology into the mix. Lorenz says: “The key for us is that we get the traveller to make the right choice.” Giving the traveller all the facts
about a product with such detailed information could also cause trouble. Chris Pouney, founder of Severnside Consulting says: “If I was a buyer it would be good to have my travellers know more about a product, provided it is consistent with my goals, but if I am trying to downgrade someone – and they can see how their body would fit into a seat – that could be used against me.”
AIRLINES AND AIRPORTS A key use for augmented reality is often showcasing products – and airlines have the perfect opportunity to do this. They can also use your location to show you where their
IN THE LINE OF SIGHT Google’s Project Glass
WHILE ARNIE had his augmented reality inside his computer brain, most of us will still be accessing information via hand- held mobile devices. However special glasses are available. On the recent Channel 4 series Gadget Man, Stephen
Fry showcased the Epson Moverio transparent multimedia glasses while on a train. The glasses help commuters watch films, connect to the internet and download apps. Sabre Travel Studios’ Sarah Kennedy says: “What we
are seeing is a natural evolution: taking devices out of hands and into augmented reality glasses – and into the line of sight. There is a lot of opportunity there.” Grass Roots’ Lisa McKenzie says: “New in the mix is Google’s Project Glass – augmented reality head- mounted displays [HMD] that look like a futuristic set of glasses. Their GPS-based software is reputed to be able to give you location-based content that you can scroll through with the tilt of your head. While in early development stages, this exciting new entry is certainly one to watch for the future and is bound to enter the corporate events space at some point.”
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flight is leaving from, but they can help frequent travellers too. Statesman Travel Group’s Gunn points out: “How about if, when pointing your smartphone at an airline’s logo, it automatically brings up your frequent flyer points and shows what offers are available?” Location-based augmented reality
will also help travellers navigate airports. Patrice Simon, vice- president of innovation and business development at Carlson Wagonlit Travel (CWT), says: “People are trying to sell to you based on your location. If you go to an airport, there are three lines to go through security but, with augmented reality, you would know how long the lines are, how long it will take and where to get a coffee.” But do we need augmented reality to give us this information? Simon says: “An airport is a small ecosystem, and we know all our travellers are going there and summarising information – the visual drives behaviour and, for me, this is how augmented reality will work.”