Page 8 - AeM_December_2019

RESEARCH, ANALYSIS & TRENDS

Augmented Reality lifts data analysis to

new dimensions

Augmented Reality (AR) is defined by IAB as “an precise historical data, using the tick market replay and
experience that utilizes a camera to change or enhance back-testing functions to make fact-based decisions;
the user's view of the real world. This experience can be financial analysts, who want to observe certain stocks
app-based or web-based, though app-based is more on a larger stock exchange, can retrieve and visualize
common today. AR experiences are a new way to corresponding information with the full data depth; the
create context and add experiences over real physical past performance of the last months or years can be
world objects and attributes like location or recognized determined and forwarded immediately to the customer
image or object." in the form of a holographic data representation.

AR- supported trading and data analytics platforms With AR, the term "mobile workplace" takes on a whole
provide dealers and investors with sophisticated financial new meaning, too, as customers or financial advisors
technology that enables them to monitor and visualize can interact and speak with respondents located
financial markets with enormous depth of information. anywhere in the world on the spot and (via
Novel or improved representations of dynamic data videoconference) in a virtual conference room. Actions
through heatmaps or two-dimensional images, that in the AR financial landscape can be protected from
switch to 3D shapes at the touch of a button or gesture prying eyes and treated confidentially. Or they can be
enable holographic visualization, provide completely new reflected in the "viewer mode" for colleagues and
insights: e.g. business opportunities and state-of-the-art customers on external computers that also work with
developments can be highlighted more clearly on an AR technology. So, they can analyze the financial
intuitive interface, allowing traders to act faster. Thanks landscape together and interact with the data.
to AR and Mixed Reality (MR), users are no longer
limited to the size of their computer, mobile phone or The sky seems to be the limit considering what we can
tablet display, but benefit from a true 360-degree view expect from AR and new technologies, and what they
and almost unlimited applications. will have up their sleeves. ◊
By wearing an AR headset or AR goggles, sophisticated By Daniela La Marca
holographic representations of the financial data and
feeds are displayed in the user's real field of vision: e.g.
investors wishing to enter new markets can access

8 December 2019 - Augmented Reality (AR) & Virtual Reality (VR) in Marketing