Increasing awareness of the potential of augmented reality (AR) technology remains the greatest challenge to its adoption by developers and users, as hardware capabilities improve to deliver a better performance to consumers, Trak Lord, director of marketing for metaio, told Mobile Apps Briefing.

In an exclusive interview, the executive said: “Many people have preconceived notions about augmented reality and its capabilities and are sceptical when it comes to the future; I wouldn’t be surprised if most of them had never really tried a mobile AR experience.”

As with many new technologies, there are still issues to be addressed, with Lord branding hardware optimisation a first – “making sure that the mobile AR that users will experience will be smooth, robust, natural and intuitive.”

But this also needs to be accompanied by the availability of appealing “and most importantly, useful” applications, which will “drive adoption more than any marketing gimmick or promotion,” he continued.

Read the full Focus article here.