Technology assessment is used to project the
connections and disconnections made by and through each technology. While
projecting the future impact of technology is not full proof, it does allow for
an evaluation that might assist individuals consider the short-term and
long-term effects of each technology. Using this assessment, we are able to
determine the impact of a technology called Augmented Reality Thermal Camera.
Using the de-tech-tive process outlined in Digital Community Digital Citizen by Jason Ohler,
three steps are suggested to develop a better understanding of technology and
it’s impact personally, socially and environmentally. The three steps include;
investigation, analyze and evaluate/recommend.
The first step involves investigation. This
product has the physical characteristics of a small video camera and is used to
determine whether a person emits body heat in a certain area of a store. Body
heat triggers an augmented reality display based on the location of an
individual. The camera enhances customer satisfaction while diminishing the
role of the employee. This technology could likely replace statistics built
using a purchasing system however; an augmented reality thermal camera could be
replaced with hologram technology. Storeowners and consumers could each benefit
from its use. Storeowners would be able to track real time purchasing
statistics while consumers would receive assistance immediately and expertly.
The technology creates a hands-on shopping experience with items geared towards
individual consumers. Likewise, brick-and-mortar stores are able to compete
with online stores in both speed and advertising. Through this technology,
storeowners can track sales in the same way online stores can track clicks or
page views. This technology impacts the future of localism within the
community.
While the investigative process yielded
positive answers, it’s important to think or debate critically when determining
the future success of a technology. As mentioned above, there are several beneficial
uses to an augmented reality thermal camera but what if the camera was not well
received in stores. There are consumers that shop without wanting to be
bothered. When entering a store, they want to remain somewhat anonymous and
unaffected. The idea of “big brother” watching could be an automatic turn off
for some consumers. There may be a more succinct way to capture this
information. Could the thermal camera be replaced with GPS embedded in phones?
Is GPS reliable and/or available throughout the store?
After looking through the data, I believe that
this technology could benefit from conditional acceptance. The technology has
the ability to go forward, but needs more development. The development should
come from a collaboration of storeowners and AR developers. While thermal plays
an integral role, more information could prove its use ineffective. Schematics
may show another technology more useful to track brick-and-mortar sales while
optimizing marketing or advertising.
Reference:
Ohler, J. (2010). Digital
Community Digital Citizen. Thousand Oaks, CA: Corwin.
Images:
http://www.jkrupacompany.com/Images%20Photos/Thermal%20Imaging/Thermal-Camera_01.jpg
http://www.goldcoast.com.au/images/uploadedfiles/editorial/pictures/2008/05/27/energex2705.jpg
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