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This isn't about the tech at all...or whether or not someone will use it. This is purely about enhancing the brand image.

I go to Burlington Ikea all the time (for their coffee and cinammon rolls, 1$ each) and they are always out of catalogue prints by mid shopping season, it would be great to have the whole thing digital then they won't run out and they will save a lot of trees. and money. these catalogues cost a fortune to print and ship. and they all end up in the recycling bin, or worse, waste.

Pretty low budget and unexciting video considering the calibre of the client.

I found 3D movies tiring. My eyes are always having to focus, and you're never sure what to focus on in the first place so you're constantly hunting. At least with non-3d movies, your eye is naturally drawn to what is already in focus. Granted, the only movie I can recall "recently" seeing in 3D was "UP", and since it was entirely CG, there may not have been any DOF to help draw your eye to what's important. I really can't remember. Regarding the article - at first glace, I thought maybe they had built an app where you could snap a photo of your room, quickly align the axis and insert a 3D model of their furniture to see what it'd look like in your living room, office, etc. Now THAT would be cool!

Yeah, it's still well ahead of its time I think. I don't see it becoming mainstream anytime soon. QR codes you are correct certainly never caught on. Then again I also think 3d films and TVs are a fad and will eventually go away too and that's far more mainstream. Even the guys I've spoken to who work on VFX all think 3d will be short lived. I saw a survey recently that indicated most people seek out movies that ARE NOT 3d. Personally I've hated every single 3d movie I've seen except Prometheus.

Even without revenue meeting the cost of development I imagine the benefits of looking forward/future thinking is probably worth it in itself for, as you say, such a large company. I wonder though, like with QR codes, the technology has been around and talked of for a fairly long time without really becoming part of peoples lives.

Hard to say really, I suspect it will be minimal usage, but I'm sure someone in finance has looked at the costs to develop and promote this enhancement vs the possible revenue it will generate. I'm sure it was a pretty nominal expense considering the overall revenues of the company and their marketing budget.

Do you think people with tablets/phones will use the augmented reality feature?

What I don't understand though is why they don't just put the whole thing on an tablet/phone app in the first place ???

It already is. Check out the app store and Google Play. Given there are still large portions of the population who don't have tablets, they can't just get rid of the paper catalog and alienate that many people. In fact my own research of our industry shows only about 50% of people have tablets and of those who don't, only about 50% intend to buy one at some point in the future. Browsing a catalog of this nature on a phone is not that useful as the screen is way too small to be useful.

I'm not sure it matter that everyone can't use this feature. As long as a small percentage do then that's a step in the right direction. What I don't understand though is why they don't just put the whole thing on an tablet/phone app in the first place ??? Still, gimmicks sell stuff pretty well so I imagine this will create sufficient a fuss to make it worth while.

Very cool stuff. Phillip, I guess like all new tech (not that AR is new tech) it takes some time for the technology to filter down. It's up to us to inform our clients, and showcase these new technologies. Our clients are always expecting us to be on the cutting edge, they don't need to know how it works, but how it can work for them. And in this day and age, who doesn't have a smartphone, it seems the catalog works with those.

Philip it's always the case that we in the industry understand all techy new ideas, but its always our clients who struggle with pc's, and people often forget this issue. You are right.

I love the idea of this, but most clients don't have the latest tech, or are even tech knowledgeable to use AR. So this is the barrier. So what are people doing to use this software and get around it. Until the glasses come out I can't see it being an enjoyable comfortable experience for clients. Am I wrong?