Augmented Reality new direction

Augmented Reality

As a specialist in the AR area we develop unique applications and advise you on the optimal solution. With this topics page, we provide all details of an AR project from the definition, over applications to the costs.
How can the new direction GmbH support you in the area of Augmented Reality?
  • You want to present your company on a trade show event with a technological highlight?
  • You want to stand out with a product presentation?
  • You have an internal application case of AR technology which we can realize?

We offer Augmented Reality consultation and in-house development of AR applications.

Talk to us and we can advise you on the optimal practice and implementation.

More information on our innovative and free consultation.

Do you have questions regarding Augmented Reality?

Please contact us! +49 (0) 821 543 70 00

How well do you understand your customer? With the current methods of the technology reality can be enhanced. More and more applications are programmed for scenarios in which computer-generated objects are projected into reality with a device.

Do you see here benefits for your customers?

Now is the time for modern companies to generate a certain advantage over the competition with Augmented Reality in their digital strategy.

Definition: What is Augmented Reality?

Augmented Reality, in short AR, is the creation and perception of computer-generated objects in the real world. The virtual objects are made visible by means of a smartphone or data glasses.

Meanwhile more and more mobile devices have integrated cameras. A picture of a virtual object can be projected computer-aided into the image of the real world.

Use cases are information, as text or image, fitting the respective environment. In commercial use Augmented Reality is very effectively applied for advertising.

We distinguish Augmented Reality from Virtual Reality, for which the complete environment is virtually created and in which, with the adequate hardware such as VR glasses, you can immerse into.

Both technologies are summarized under the term mixed reality.

Programming of Augmented Reality applications

As a rule, for developing Augmented Reality apps the Unity engine is employed. This script is written with the programming language C# or alternatively with C++.

Since the Unity engine is applied primarily in the games industry, it is ideally suited for Augmented Reality for the virtual implementation of 3D objects.

First of all, a 3D world is designed and programmed with scripts. In a second step the modelled and virtual objects are linked with the real world. These steps are complex and need extensive testing.

In our lab at new direction our programmers have numerous hardware tools and devices at their disposal to design and test new AR applications.

Functionality of Augmented Reality applications

    Important for creating the Augmented Reality is the choice of the recognition function. Not every AR browser has both functions.
  • Marker and image recognition
  • Location Based Services (LBS)

In the first one pre-defined tracking motifs are recognized with the Augmented Reality browser. For this purpose, the edges of the object have to be clearly identifiable. Then with the loaded program virtual objects are placed in the environment.

With Location Based Services the AR browser recognizes the environment via GPS signal. In this way information on buildings, shops and attractions can be shown in the image.

Use of an Augmented Reality browser

An Augmented Reality browser can be used to show virtual elements in the real world. The AR browser is an application for the smartphone enabling additional information in the camera image.

Currently there are numerous AR browsers on the market which are partially open-source solutions and which are available free of charge for further development.

Examples are: 

  • Junaio 
  • DAQRI 
  • Layar 
  • Wikitude 
  • aurasma 
  • BlippAR 

First of all, in order to use the AR browser for the respective AR project a linking system has to be established.

With this, the content is loaded and via different functions objects or locations can be recognized and enhanced. An internet connection is needed for the AR browser.

Compared to an independent Augmented Reality app the development in the browser is cheaper.

Use of Augmented Reality apps

When programming an individual Augmented Reality app then, similar as for the AR browser, also marker and image recognition resp. Location Based Service (LBS) for adding virtual objects is used.

The functions for Augmented Reality can be recorded in the app so that an internet connection is not absolutely necessary.

In comparison with the Augmented Reality browser the app development is admittedly more complex, however, it is more flexible and better suitable for individual branding possibilities.

Experiences with the development of AR apps

AR apps are increasingly used both internally in companies and also for customer projects. The use cases are extensive and from process optimization through to gadgetry there are different approaches.

With our present clients, we could gather experience with Augmented Reality.

Costs for an Augmented Reality project

Depending on the requirements the development of Augmented Reality applications can take completely different dimensions.

The costs for such a project depend for example on the type of the app. Is programming of a totally new application needed or should the AR application be integrated into an existing app?

Moreover, it needs clarifying which platforms, Android, iOS, Windows, etc. are required. How should the contents look like and does a screen design exist or not.

Best is to contact us to discuss an evaluation for your project.

Innovative consultation







Michael Biber Augmented Reality Experte
Our expert on this topic is Michael.
Please contact us!