The aim of the study: analysis of the current state and prospects for the development of augmented reality in Ukraine in business and education. The objectives of the study: to analyze the experience of using the augmented reality in advertising, marketing, education of Ukraine; to investigate the problems existing in this direction. The object of the study: the process of using augmented reality in advertising, marketing, education. The subject of the study: specific projects using the augmented reality in advertising, marketing, education. The used method of study was theoretical that included analysis of articles and materials of conferences on the research problem. The results of the study: nowadays, the augmented reality is used primarily in the field of advertising and marketing of Ukraine. As an example is the advertisement of Kyivstar (virtual tour around Ukraine, augmented reality quest), some of the Ukrainian companies have certain results in in this direction, for example, Augmented Pixels, Simo AR (in the development of a browser with augmented reality, the Kontramarka ticket service is implemented), Live Animations (such projects as Wonderland AR, My Yeti, Live Coloring, Gapchinska, Live Photo are already implemented). Among the problems that exist with the introduction of these technologies in education, first of all, we should note the shortage of specialists in the preparation of such educational projects and the uncoordinated actions of business and education in this direction. Main conclusions and recommendations: in order to disseminate research results it is necessary to hold thematic events of the all-Ukrainian level.
According to the chief of Apple – Tim Cook, the technology of augmented reality is
also known as AR and such a “a big idea” capable of changing the world, as before it
was done by a smartphone [21]. According to the definition of Ronald T. Azuma, the
augmented reality has three characteristic features: combines virtual and real, interacts
in real time, works in 3D [
In Ukraine, an ordinary citizen can often deal with augmented reality in the field of advertising or marketing. Therefore, let’s consider these areas in more detail.
In the sphere of advertising, the giant of Ukrainian mobile communication Kyivstar has more achievements in the direction of using the augmented reality. So, one of the first applications is the application Kyivstar Reality [11]. Thanks to this application, you can read the mark from the Kyivstar billboard, and from the static image the advertisement on the smartphone screen turns into a realistic video. The next step of this mobile operator was the holding of a three-week quest (starting from October 4, 2017) with elements of augmented reality using the application V.QUEST [10]. Participants had to find virtual tips. The quest took place in Kiev, Kharkov, Lviv, Dnipro, Odessa and other cities of Ukraine. Further Kyivstar within the framework of the advertising campaign “Qualitative 3G” arranged a virtual tour of Ukraine in 360 format [12]. Once in front of the billboard, all users of the Kyivstar Reality application can travel to Ukraine. It's enough just to activate the application and put the smartphone on a billboard with a special marker. Travel in 360 mode will begin with the depicted city. In the future, the user can select the navigation using the markers on the map. For a full immersion in the trip, you can visit the branded shops and use the Virbox with helmets VR cardboard (helmet for simulating virtual reality, assembled according to a special scheme of cardboard, optical lenses, magnet and velcro fastening). A smartphone with preinstalled software is embedded in the helmet in the smartphone, the magnetometer can react to changing the magnetic field. According to the data from the smartphone camera, magnetometer and accelerometer, the program simulates the effect of virtual reality [23].
Among the Ukrainian companies working in the direction of augmented reality, we
can note the startup Simo AR [
Another Ukrainian company that creates projects for augmented reality is Brainberry Global. On October 30, 2015, Augmented Reality MeetUp 2.0 was held in Kiev for representatives of business, digital agencies and technologists who are interested in trends and key aspects of the application of Augmented Reality technologies in various fields of business and science [22]. The organizer of the event is IT company Brainberry Global presented to the public the world's first video message service Minute of Life [15] with augmented reality, which users can create themselves and place on different physical objects. So, for starters it is suggested to download or record a video or photo, then add audio files, view the received video message and create a marker. Also, the company announced its start-up “ABC, Talk with me” – a mobile application that recognizes letters on cubes. Thus, the child can check the correctness of the word made up of cubes.
Live Animations is an international IT company of Ukrainian “origin”, specializing in the development of innovative products with augmented reality for children [13]. The slogan of the company is “We make the world better by adding charms to it”. Among her projects can be called: ─ Wonderland AR: the book “Alice in Wonderland” with illustrations by Eugenia Gapchinskaya that come alive with the use of augmented reality; ─ My Yeti: a wrapper for ice cream, when you move the smartphone camera to the image of the Yeti, a cartoon series about the adventures of the Yeti is loaded [17]; ─ Live Coloring: “reviving” coloring: you can download the coloring, paint it and revive in the colors in which they are painted; ─ Gapchinska: “animated” images of angels on a box of chocolates, postcards or other, where there is an image logo. They can be photographed, also the application allows you to create a romantic postcard for a loved one and the angels will also be there alive; ─ Live Photo: “animated” notebooks: if the wrapper of special notebooks, books, notebooks, puzzles, etc. has a “Live Photo” logo, then using a special application you can “revive” the characters of the wrapper.
At the end of 2017, the Venture Reality Fund [21] published the results of the AR/VR market research, according to which Augmented Pixels is named among the leaders in the machine vision category, an international startup with Ukrainian “roots” in the augmented reality area (the first name is AR23D, founded in 2010 in Odessa). Augmented Pixels entered the list of the largest suppliers of components for Computer Vision (a system of so-called computer vision, allowing machines to identify, track and classify objects).
It should be noted that in the countries of the near abroad, targeted activities are
carried out in the direction of “Augmented Reality”. Among them one can single out:
─ the conference and the hackathon “AVRA MINSK DAYS” that was on April 14-16,
2017. The format of the event provided an opportunity not only to learn about
successful projects, new technological achievements, get acquainted with industry
representatives, but also to unite professionals to create their breakthrough product in
the AR/VR area and present it to investors. The program of the event: VR Talks
(reports of experts on the spectrum of application of AR / VR technologies, with
facts and figures, case studies and demonstration of products), VR Show Stage
(demonstration of new AR / VR projects – spheres from games and entertainment,
to business, education, industry, art), Test Drive (the opportunity to test the latest
AR/VR devices, attractions, incredible games, movies and animation, etc.), AVRA
Job (job fair for AR/VR professionals, communication with potential employers)
[
Ukraine has not yet taken place in measures of such level dedicated to the issues of
augmented reality – but the question of direction may be considered in thematic blocks,
such as the annual conference InnoTech Ukraine (it was 23-24 March 2018) [
According to Alla Wolf (member of the Performance Augmentation Lab, which is engaged in theoretical and practical studies of augmented reality technology) “true potential of augmented reality lies not in entertainment and games, but in new features that augmented reality opens for education and production” [18].
By analyzing the speed of the development of complementary (or virtual) reality technologies and the possibilities of their use (first of all, it is the visualization of the material and, as a consequence, elimination of cognitive overload), it can be argued that it is expedient and necessary for their use in the educational process. For example, the project “Virtual Museum of Computer Technology” was implemented at the Poltava School # 9 and a manual was developed using the technology of complemented reality [14]. The fruitful work on the use of complementary reality technologies and teachers of the Kryvyi Rih National University Andrii M. Striuk, Viktoriia V. Tkachuk, Yuliia V. Yechkalo, and others [16; 19].
Undoubtedly, projects with the addition of reality have a huge future in the field of education, but their creation is restrained by such factors as: lack of specialists; the lack of measures at all-Ukrainian level to cover the achievements in this direction. 21. 22. 23.