The increasing popularity of WebAR development

09 Jun 2020

Since Augmented Reality (AR) became a big thing many exciting AR experiences became available for users through mobile applications. Just think about some of the most popular ones: Pokemon GO, Ikea, Snapchat. WebAR development is a new way of evolution!

In many cases marketers consider downloading an application from a link or from an application store a true barrier for their audience. Too much storage space, safety concerns, extra effort etc.. But these days are over.

WebAR development refers to web based Augmented Reality solutions when the user doesn’t have to download an application to enjoy the AR experience. Simply open the browser on any mobile device. No wonder its key benefit for consumers is accessibility.

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Pros and cons of WebAR development

WebAR development has both pros and cons to AR applications but with no doubt it offers a great selection of useful and enjoyable features. Just like 3D models, animations, videos, and the only thing needed is a good internet connection. As it runs on browsers it does not request any specifications of smartphone or tablet. Not to mention that it does not take up much memory of the device.

When it comes to cost efficiency it definitely has its advantage to AR because this technology means fast deployment time that leads to fewer costs.

Soon we do not have to worry about the internet connection either; that usually means a good wi-fi these days, because 5G network coverage will soon become widespread thanks to telecommunication developments. 5G gives way to big ideas enabled by amazing webAR experience.

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Limitations of WebAR

The most significant limitation of webAR development comes from the limitations of your web browser as the quality depends on the memory of the web page that displays the AR image. Another limitation comes from the fact that web browsers have limited access to certain features of a mobile device. While applications have access to a device’s all capabilities. 

So far the lower level of interaction seems to be the greatest challenge for webAR. App based AR is capable of a higher level of interactivity. Also real-world scaling is problematic in webAR development if we compare it to App based AR but all these disadvantages can be compensated with a good and creative idea of webAR usage.

It means that if we wanted a webAR to be successful it must be simpler, easy to handle and interesting or entertaining at first glance.

 

WebAR development – part of an up-to-date digital strategy

Brands can consider webAR as part of their digital strategy. By leveraging the technology it is possible to generate leads or to track consumers’ activity or interest in real time on a given web page. Conversion is an important benefit if we seize the opportunities.

It is interesting to see how brands started to leverage this technology (e.g. Apple, Google). And a handful of them already embedded webAR development into their advertising strategy.

There is an enormous potential in webAR but its future depends also on how tech giants develop their web browsers. As Google’s recent Easter egg shows, probably Google pays much attention to this feature and its possible benefits. And we can be pretty sure that Apple will not lag behind for long for coming up with their version of AR capabilities and the rest will definitely follow.

So with 5G coverage and the development of web browsers there will be even less barriers for brands to make webAR. A very useful tool of their advertising and promotional arsenal or if they use it for educational purposes.

Contact Swiss Tomato to discuss your webAR development project with Geneva’s expert AR agency. Drop an email to hello@swisstomato.ch and let’s have a tomato juice together!

 

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