1. Market Research

Heads Up—5 Key Augmented Reality Trends in Transportation

  • August 2015
  • 13 pages
  • Frost & Sullivan
Report ID: 3290917

Summary

Table of Contents

AR Offers Exciting Possibilities in Safety, Optimization, and Situational Awareness

Transporting things and people from one place to another is getting a reality makeover. This new reality is formed by augmenting a transportation vehicle operator’s physical view of the world with contextually relevant digital images and information. This insight paper takes a close look at key AR trends in the transportation industry. Transportation, as discussed here, refers mainly to motor vehicle transportation, though capabilities reviewed are transferable to marine, air, or even rail transport. It also explores the benefits of AR-based transportation systems and the leading concerns with regard to AR technology for transportation. However, there are several challenges for adoption, such as immature and sluggish user interfaces.

Introduction
Transporting things and people from one place to another is getting a reality makeover. This new reality is formed by augmenting a transportation vehicle operator’s physical view of the world with contextually relevant digital images and information. One can get one’s vehicle’s windshield to display warnings about out-of-lane drifts, excessive speed, or roadway obstacles; provide recommendations on nearby dining options; or enable connection with a Facebook account. These features and many more are being enabled by augmented reality (AR) technologies, wireless and cloud-based applications, mobile devices, and supporting networks and databases. At its core, the main advantage of AR in transportation is safety—enabling goods or people to be transported more safely and efficiently. Corollary benefits include reducing transportation
costs (especially for commercial transport) and the ability to gather insightful operating data, which in turn enables analytics to be used to improve the efficiency of travel and transport. This market insight study takes a close look at key AR trends in the transportation industry. It also explores the benefits of AR-based transportation systems and the leading concerns with regard to the technology. Transportation, as discussed here, refers mainly to motor vehicle transportation, though capabilities reviewed are transferable to marine, air, or rail transport.

What is Augmented Reality?
Augmented reality (AR) is the engagement of a user with a digital world that is augmented with data based on a person’s and a vehicle’s physical position and surroundings. As defined by Dr. Ronald T. Azuma, a lead researcher at Intel Labs, “AR allows the user to see the real world, with virtual objects superimposed upon or composited with the real world." A transportation-related interpretation for AR finds that it involves the combination of cameras, global positioning system (GPS), accelerometers, and other sensors tied to one or more databases with augmented information such as navigational charts and maps, logistics inventories, weather conditions, traffic reports, and infrastructure information (such as lights, toll roads, or signs).

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