Consumers enjoy having Google’s search power at their fingertips, but if things go as planned, they’ll have that Google power right before their very eyes, no fingers necessary. “Augmented reality”—the ability to project information in front of our eyes—is now being used in commercial and military operations. For example, the U.S. Air Force uses it to display weapons information in fighter pilot helmets. However, the technology has yet to take off in the consumer market. That’s because the required headgear has been uncomfortable, unattractive, and expensive. But Google is peering into the future and has tentative plans to sell its Google Glass device to consumers soon. The sleek wraparound glasses place a single lens above a person’s right eye that displays digital information that can be voice and gesture controlled. Connecting the device to a smartphone opens up a world of possibilities. The only product close to Google Glass currently on the consumer market is a GPS device that skiers and snowboarders insert into goggles that displays speed information. 6-10. Research “augmented reality” on the Internet. Discuss the most appropriate variables for segmenting the consumer market for products based on this technology. Explain why those variables are appropriate.
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