Microsoft has recently unveilved IllumiShare a real-time, low-cost, peripheral device that looks like a desk lamp. The device uses a camera-projector pair to capture video of the local workspace and transmit it to the remote space while the video of the remote workspace is projected back onto the local space.
Will be interesting to see how this impacts all the video conferencing services out there. đ
You point your phone at the world and it answers back. In Hidden Creativeâs video, a mobile device scans whatâs around you and returns live, on-the-spot information. The same AR layer lets you preview change before you commit to it, by virtually rearranging furniture or trying colours in a real space.
The value is not âwow.â It is utility. The device behaves like a real-time lens:
Augmented Reality is already active in brand campaigns around the world, mainly because it creates high engagement and talk value. Yet it still does not play an everyday role in most peopleâs lives.
Before daily-life AR becomes normal, platform owners and developers need to standardise the experience across their ecosystems. Apple, Google, and Microsoft/Nokia each move in their own direction, and the result is fragmentation.
Right now the app stores are cluttered with many Augmented Reality apps, each doing a slice of the job. One cross-platform âmaster app,â or at least a consistent base layer, is a plausible starting point for making AR feel like an always-available capability instead of a novelty download.
What does the Hidden Creative video demonstrate?
Using a phone or digital device to scan surroundings, pull live information, and overlay objects into real-life space for tasks like renovation planning.
Why is AR not yet an everyday behaviour?
Even with strong campaign usage, the ecosystem is still fragmented and the experience is not standardised across platforms.
What needs to happen at the platform level?
Apple, Google, and Microsoft/Nokia plus their developer ecosystems need to standardise how AR works on their platforms.
What problem do app stores create for AR adoption?
Too many single-purpose AR apps creates clutter and inconsistency, which makes AR feel like isolated experiments instead of a reliable capability.
Whatâs the simplest adoption lever suggested here?
A more consistent base layer. For example a âmaster appâ concept that reduces fragmentation across platforms.
JavaZone is a conference held in Scandinavia for developers to meet up, listen to presentations, and interact with the development community. But the group behind JavaZone have also proved themselves to be pretty good filmmakers, or at least trailer makers. đ
The trailer you see below is for the imaginary film Java 4-ever…
