Digital Business and New Technologies: Augmented Reality Report

This report delves into the realm of digital business and new technologies, with a specific focus on Augmented Reality (AR). The introduction establishes the significance of AR, highlighting its ability to blend digital and physical worlds. Task 1 explores the importance of AR, its development, the technologies involved (display systems, handheld devices, projection mapping), and the technological platforms and software used (Apple ARKit, Vuforia, MAXST). It further examines how various businesses and organizations utilize AR, including retail, real estate, and training, and its effectiveness as a business tool. Task 2 shifts the focus to management theories and business practices, contrasting old and new approaches. The report concludes by summarizing the key findings and implications of AR in the evolving digital landscape. The report provides a comprehensive overview of AR's impact on business operations and strategies.

Digital Business
&
New Technologies

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Importance of Augmented reality ...........................................................................................1
2. How Augmented Reality has developed..................................................................................2
3. Detailed description of technology that are used in Augmented Reality.................................3
4. What technological platforms and software are used Augmented Reality..............................3
5. What type of business and organisation uses Augmented Reality..........................................4
6. Use of Augmented reality as business tool and its effective ..................................................5
TASK 2............................................................................................................................................5
Discuss about various theory of management and business practices of both old and newly
emerging theories ........................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The term digital business and technologies describe to create a new innovations, new
value chain business and its support to control their internal and external operations (DeLone,
Migliorati and Vaia, 2018). It is creation of various new businesses that will be blurred digital
and physical worlds. For this assessment, selected technological topic is Augmented Reality
technology is one of best technology and it increase their version of real physical world that
would be achieved through visual elements and other sensational delivered in technology. For
this assessment, various subject matter are covered such as importance of augmented reality,
development of this topic, what is the use of this topic, what technology and platforms and
software are used in this, various kinds of firms are used this augmented technology and
determine how it is effective a business tool.
TASK 1
1. Importance of Augmented reality
It is a mutual experience in real work environment where objects are occupy which is
achieved through use of digital visual elements (Dickel and Schrape, 2017). It is important
because it does not create an artificial environment but it play with existing environment. Key
importance of Augmented Reality which are described below:
 It enhance user experiences: Augmented reality enables firms that should be included
that BIC kids who use their drawing book are to be increased whole creativity for
children and allow them to view their drawings even ad more colours according to their
shapes or artwork that help to bring their artwork life.
 It provides safety technologies for auto-mobiles: Augmented reality for auto-mobiles
firms in cars dashboards with a range of technical and travel information. Like Jaguar
window screen uses display technology and increased effects to show the real time basis
is able to interact them with many objects through this vehicle.
 AR increase their customer experiences: With the help of return on investment firm
can increase their business and involve in magic leap goggles or they can built their
products or services in auto-mobiles and mobile apps. In Augmented Reality, there are
many innovative things for firms that are used to enhance their customer experience,
increase their workplace, provide immersive and interactive experiences with customer.
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 It is important for publishing: Augmented Reality can deliver more value to advertisers
by offer measurable prints ads with a many links to purchase. It allow premium
subscribers models to actuate augmented contented.
2. How Augmented Reality has developed
This augmented reality has developed is mainly used present experience as well as
various objects that should be increased in real time experience (Heilig, Schwarze and Voß,
2017). This technology lays computer generated images in real world life experiences and these
type of images are typically which include 3D models, images and graphics many several
content. The augmented reality was founded by Ivan Sutherland's in 1968 and for development
of this reality as head mounted system. This technology has developed that will impact on events
and venues which are mentioned below:
 Introduction to Augmented reality smartphones: With development of AR it is
enables that smartphones have more opportunities to connect and communicate various
customer and participant through these experiences and technology.
 Better and more powerful AR chipsets: The development of Augmented reality
chipsets has to be slow and consumer interest in AR have been increased. The need of
harmonious chip has rises and new products like Qualcomm snapdragon 835 for android
version. Developer can take consistently growing their abilities for this technology and it
is flexible to meet their different needs.
 AR is beating VR in race: The development of AR and VR had been developed side by
side. While VR have been producing some more powerful headsets and hardware and it
is applicable for all technology.
Development of Augmented Reality for IOS
This technology consist of mobile development also have one of the most approachable
firm for some companies and clients (Hinings, Gegenhuber and Greenwood, 2018). It is built
through mobile through various platforms like phone and tablets for a big screen.
Extend face pursuit: This type of development consist of iPhone processor and it is
dependent in iOS face detection system. This technology allows detection of faces with various
phone of apple and tracking system is there and it is more precise faster then android system.
Multi user experiences: AR produce for various double user that recognise their own
information and their perspectives to be effected using world map for all accessible mapping
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information for users in real world experiences. With the help of high multiple user experiences,
it can makes teaching system so it will be easy and effective way to communicate customers and
increase their experiences.
3. Detailed description of technology that are used in Augmented Reality
Several technologies which are used in this technology it may includes project mapping,
handheld devices, display systems and many more which are drawn of quality are as follows:
Display systems: The term display system consist of forehead part and it is pace of
images both physical and virtual world from user point of view (Hordeski, 2021). It can monitor
that allow those information system for virtual and physical world according to user head
movements.
Handheld: It can create a little displays that are to be fit in person's hand and all hand-
held technology for this technology who are opted video systems. It display augmented reality
expectation and to successful this technology the main benefit is to hand held system for portable
devices and there is unique nature of camera phones.
Projection mapping: It is a real world target and prospect, without using of specific
displays which are named as display and handheld devices. Projection mapping is display for
separated from users to system and some of displays are not associated because of multi users
and mapping scales allowing for collaboration within users. Some of these examples which are
included in projection mapping such as shader lamps, virtual tables and smart projectors.
Virtual rental display: It is a personal display technology in Augmented reality that
draws a faster display and directly into retina of eye. The main object is to bring forth a full
colour, full scene and high intelligence and low cost essential reality.
Contact lenses: AR can display these technology lenses consist of some elements for
display into lens which include LEDs, antenna for many wireless communication system. In
Augmented Reality, first contact lenses was shown in 1999 founded by Steve Mann and it is
supposed to be a work by AR presentation.
4. What technological platforms and software are used Augmented Reality
Apple ARKit: ARKit from apple is an augmented software development kit. With
iOS11, it is introduced announced by the conference of Apple global users conference in June
2017 (Lee and Trimi, 2021). various features that they are provided in augmented reality SDK
for iOS are as follows:
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 The Visual Inertial Odometry (VIO) that allows course on environment in accurate
without any additional standardization.
 It can tracking high level of environment for applying their correct information amount of
lightning to various virtual project.
 It is also used in husky faces and it would be track easily and applied on various effects
face and create many expressions of 3D characters.
Vuforia: It is a major portal site in this technology for many applications and
improvement that has wider features such as:
 It can recognise various multiple objects which are named as cylinders, tools and images.
 They allow creating customised Vu Marks which is looking better than any typical QR
code.
 It can support both cloud and local storage
 It is also can turn an static images into several motions video that can be displayed
directly in their reference surface.
Based on platforms like iOS, android, worldwide window program and so on.
MAXST: It has two software development are available such as 2D SDK and 3D SDK
and there are many features to describe this software of Augmented reality which are mentioned
below:
 This software consist of coincident determination and function for tracking those
environments (Thorpe, 2017). When they are tracking these environments, the map of
this technology is automatically extend for first move of camera.
 Expand tracking of image and multi target following so it will be easy to tack those
targets as far as cameras also can see it and at same time it can easy to track 3 images.
5. What type of business and organisation uses Augmented Reality
Organisation such as Walmart and Chipotle uses AR to train their employees and they
give them hand on training experience so that they can perfectly trained without any risk or real
worlds mistakes (Ndemo and Weiss, 2017). For retail business are used AR technology that
provides various ways top offer customers to try products before they can buy. Various
businesses or organisation uses Augmented Reality such as retail, real estate, tourism, interior
design, training and education, health care. In retail businesses, any type of smartphone or any
technology in AR platform are used to create shopping for customers whether it is an online and
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offline store. Online retailers can use AR technology for creating a 3D shop virtually that reflects
experiences of shopping in any traditional store. With training and education business,
Augmented Reality is useful for training because AR apps are already used for those company
like Walmart and Verizon and so on. To giving an employees access they are allowed to make
mistakes without real world experiences. In real estate firm, when it comes to Augmented reality
technology has proves higher success and it is also helped owners to take real estate beyond
demerits of current tools.
6. Use of Augmented reality as business tool and its effective
Augmented reality used as business tools to enhance their reality which is created for
natural world to make better experience with users (Popkova and Gulzat, 2019). As a business
tool they can used various business in following ways are:
 They can used in retail business because AR supporting apps to display and sell their
products. AR applications used in retail business to create shopping for customers and
experience to try an item in store to improves their satisfaction and reduced costs.
 AR used in education and training methods to learn their experience and improved in real
world experiences using AR technology. For instance, medical students can perform
dissections with more accuracy and have their first space experiences from earth.
 AR is also used in travel industry to show their directions an provide information about
sightseeing and road trips. Museum and other places are most interested if they have
provide each and every will be displayed to tourists.
 Design and modelling are implemented to end to end user for watermark products and
leading supplier airline industry. Using augment plug-in they can visualize their products
using tablets.
TASK 2
Discuss about various theory of management and business practices of both old and newly
emerging theories
The term management theory and activity are recommend that various strategies include
such as frameworks and guidelines should be implemented in modern business enterprise
(Reddy and Reinartz, 2017). Management theories are the general rules that guide their managers
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to manager their business. Various management theories that define digital technologies and
business which are described below:
Scientific management theory: This theory analyse various work flows to improve
efficiency and effectiveness of labour productivity. This Taylor theory focus on beliefs and
attitudes that people making are work hard so that they could optimise their work was done. It
was result that collaboration between employees and supervisors related to teamwork so that
people can enjoy.
Human relations theory: According to this theory, it considers that organisation has a
social entity and they recognise enough satisfaction of employees (Taipale, Wilska and Gilleard,
2017). They can integral part of employee performance.
CONCLUSION
As per above information, it has been understood that digital business can create a new
brand value and new innovation of various products or services and it is a adoption of digital
technology to transform of various goods and services with new digital technology instead of old
technology. For this assessment, various topic are include such as significant of augmented
reality, development of augmented reality, detailed description of technology which is used for
this topic, various platforms which are used in augmented reality, what kind of business or
organisation used augmented reality technology and how it is effective used as business tool.
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REFERENCES
Books and Journals
DeLone, W., Migliorati, D. and Vaia, G., 2018. Digital IT governance. In CIOs and the Digital
Transformation (pp. 205-230). Springer, Cham.
Dickel, S. and Schrape, J. F., 2017. The logic of digital utopianism. NanoEthics. 11(1). pp.47-58.
Heilig, L., Schwarze, S. and Voß, S., 2017. An analysis of digital transformation in the history
and future of modern ports.
Hinings, B., Gegenhuber, T. and Greenwood, R., 2018. Digital innovation and transformation:
An institutional perspective. Information and Organization. 28(1). pp.52-61.
Hordeski, M. F., 2021. New technologies for energy efficiency. CRC Press.
Lee, S. M. and Trimi, S., 2021. Convergence innovation in the digital age and in the COVID-19
pandemic crisis. Journal of Business Research. 123. pp.14-22.
Ndemo, B. and Weiss, T., 2017. Digital Kenya: An entrepreneurial revolution in the making (p.
509). Springer Nature.
Popkova, E. G. and Gulzat, K., 2019, May. Technological Revolution in the 21 st Century:
Digital Society vs. Artificial Intelligence. In Institute of Scientific Communications
Conference (pp. 339-345). Springer, Cham.
Reddy, S. K. and Reinartz, W., 2017. Digital transformation and value creation: Sea change
ahead. GfK Marketing Intelligence Review. 9(1). p.10.
Taipale, S., Wilska, T. A. and Gilleard, C. eds., 2017. Digital technologies and generational
identity: ICT usage across the life course. Routledge.
Thorpe, H., 2017. Action sports, social media, and new technologies: Towards a research
agenda. Communication & Sport. 5(5). pp.554-578.
Tumbas, S., Berente, N. and Brocke, J. V., 2018. Digital innovation and institutional
entrepreneurship: Chief Digital Officer perspectives of their emerging role. Journal of
Information Technology. 33(3). pp.188-202.
Williamson, B., 2020. Making markets through digital platforms: Pearson, edu-business, and the
(e) valuation of higher education. Critical Studies in Education, pp.1-17.
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