QRARI marker on mobile screen

QRARI? What’s all that about?

QRARI™ is our unique, patented marker that lets you deliver augmented reality (AR) content without a standalone app. Pronounced “cue-rah-ree”, it stands for Quick Response Augmented Reality Indicator.

Why do you need QRARI?

QRARI code on a business card

To explain why your business might benefit from QRARI, we need to take a quick look at how most augmented reality (AR) experiences are delivered. At time of writing, AR has a first-class seat on the hype train, with breathless market analysts claiming that it will change everything.

Most of the big tech players have a stake in various parts of it, so there’s clearly a strong belief that it has a profitable place in our technological future.

At YouThere.Media we absolutely share this sentiment.

But dig a little deeper beneath the augmented headlines and you’ll find two things that are stopping AR from going mainstream in real reality. Especially if you’re interested in marketing and audience engagement.

The short version? Technology companies don’t play nice with each other. And nobody wants to download your app.

Neither of these things should come as a surprise.

Technology companies have always squabbled over The Next Big Thing. They kind of have to. But until the winners of this latest standards war are announced, the resultant collection of competing technologies makes it very difficult to create a singular AR experience for your entire audience.

The usual solution for this is to create  an app that covers as much of your audience as possible (so iOS and Android). And that means you’ve already forked your development path (read that how you will) and have to navigate the approval process for two very different app stores before your project has even been released to market.

There are certainly ways to ease your development burden. You might, for example, choose a third-party AR app creation tool like Blippar. Or if you prefer a more hands-on approach, you might choose to create your own using excellent tools like Unity and Vuforia. Both are not without their risks.

But let’s assume that you’ve beaten the odds and you’ve made it to the gate. Your apps have passed all of the approval processes, and are now sitting on visible parts of the Google and Apple stores, instead of the more likely possibility of being stuck in a metaphorical cardboard box in the basement along with a bunch of adware flashlight and clock apps.

Congratulations! That was the easy bit.

Nope. Refusal.

Now your customers need to find and download your app, install it, run it, and understand it. And unless you have an audience that already knows and trusts your brand, or the AR experience provides something that a prospective customer will find highly valuable, then the chances are high that they’ll skip it. (Regardless of what they may have said in your focus groups.)

It’s a massive kick in the teeth to find that all the money you spent on creating AR content is generating zero value for your brand because people are reluctant to download another application onto their phone.

So how does QRARI fix this?

QRARI is app-free augmented reality for everyone. We designed it to eliminate the barriers between viewer and content, using functionality that’s present in almost every smartphone or tablet launched in the last few years.

Because you don’t need to get Apple or Google’s approval to get it out there, it involves much less risk, and it is inexpensive to deploy.

All you need to do is put a QRARI marker where it can be easily seen by the audience like a sign, business card, or brochure, and tell them to scan it using their phone or tablet’s camera app.

When they follow the URL that appears, the device will ask for permission to use the camera. (This step might shake a couple of viewers loose, but you can’t make software that uses the camera without permission. That’s just creepy.)

Once granted, the augmented reality content will load in the browser, and the QRARI marker will be used as an anchor for the media being displayed, whether it’s a simple graphic, a 3D model, or a video overlay.

QRARI augmented reality demo code
Click here to download and print a QRARI demo

But don’t take our word for it – try it for yourself. Click here (or on the QRARI marker image) to download a PDF demo. Print the page and scan the code with your camera app, follow the URL that appears, and a looping video will appear on top of the marker.

Laurence

Laurence is a Sydney-based media producer and editor. After a long haul as the Head of Creative for a well-known global software company, he now leads YouThere.Media, a production startup specialising in 360 photography and video. He also has a patent for an augmented reality marker, which makes his mother very proud - even though she doesn't really understand what it does.

Leave a Reply

Your email address will not be published.