Understanding Augmented Reality (AR) in Healthcare

Before delving into the specifics, let’s clarify what augmented reality (AR) is. AR is a technology that superimposes digital information, such as images, videos, or 3D models, onto the real world. Unlike virtual reality (VR), which immerses users in a completely digital environment, AR enhances the real-world environment by overlaying digital elements onto it. This makes AR a powerful tool for enhancing the way healthcare professionals work and how patients receive care.

Enhancing Medical Training with AR

1. Surgical Training

One of the most promising applications of AR in healthcare is in surgical training. Surgeons-in-training often rely on cadavers and two-dimensional images to learn complex procedures. AR can revolutionize this process by creating highly detailed 3D models of human anatomy that can be overlaid onto the patient’s body during surgery. This allows surgeons to visualize the procedure in real-time and make more informed decisions.

Moreover, AR can simulate various surgical scenarios, including rare complications, enabling trainees to practice and develop their skills in a safe and controlled environment. This not only improves the quality of training but also reduces the risk associated with novice surgeons performing procedures on actual patients.

2. Anatomy Education

Medical students spend countless hours studying textbooks and dissecting cadavers to understand human anatomy. AR offers a more interactive and engaging way to learn anatomy. Through AR apps and devices, students can explore 3D models of the human body, rotate organs, zoom in for a closer look, and even dissect virtual bodies. This immersive learning experience helps students grasp complex anatomical structures more effectively.

3. Patient Interaction Training

Effective communication with patients is crucial for healthcare professionals. AR can be used to simulate patient interactions, allowing medical students and practitioners to practice bedside manners, empathy, and communication skills. This ensures that healthcare providers are not only technically proficient but also compassionate and empathetic in their interactions with patients.

Revolutionizing Medical Imaging and Diagnosis

1. 3D Visualization of Medical Imaging

Interpreting 2D medical images like X-rays and MRIs can be challenging, even for experienced radiologists. AR technology can convert these 2D images into 3D visualizations, providing a more comprehensive view of the patient’s condition. This can lead to more accurate diagnoses and better treatment planning.

Imagine a radiologist being able to ‘step inside’ an MRI scan and examine the patient’s anatomy from different angles in a three-dimensional space. This level of detail and perspective can uncover subtle abnormalities that might be missed in traditional 2D interpretations.

2. Overlaying Patient Information

When healthcare professionals examine patients, they often need to access vital information such as medical history, lab results, and treatment plans. AR can provide a seamless way to overlay this information onto the patient’s chart or even onto the patient themselves using AR glasses or headsets. This hands-free access to critical data allows for more efficient and accurate decision-making during patient encounters.

3. Enhanced Surgical Navigation

AR can also be used during surgery to improve surgical navigation. Surgeons can wear AR glasses that display real-time information, such as the location of tumors, blood vessels, or other vital structures, directly onto the surgical field. This helps surgeons perform procedures with greater precision, reducing the risk of complications and improving patient outcomes.

Improving Patient Care and Treatment

1. Patient Education

Understanding a medical condition and the proposed treatment is essential for patients. AR can help patients better comprehend their diagnoses and treatment plans by visualizing the inner workings of their bodies. For example, a patient with heart disease can use an AR app to see a 3D model of their heart and understand how a stent will improve blood flow.

2. Pain Management

Pain management is a significant concern in healthcare. AR can be used as a distraction technique to alleviate pain and anxiety during medical procedures. Patients can put on AR headsets and immerse themselves in calming environments or engaging experiences while undergoing treatments, reducing their perception of pain.

3. Rehabilitation and Physical Therapy

AR is also being utilized in rehabilitation and physical therapy programs. Patients recovering from injuries or surgeries can use AR applications to guide them through exercises and monitor their progress. These interactive programs make therapy more engaging and encourage patients to adhere to their rehabilitation plans.

The Future of AR in Healthcare

The current applications of AR in healthcare are impressive, but the technology’s potential is far from exhausted. As AR devices become more sophisticated and accessible, we can expect even more transformative changes in the healthcare industry.

1. Telemedicine

The COVID-19 pandemic accelerated the adoption of telemedicine, but it has its limitations, especially when it comes to physical examinations. AR can bridge this gap by allowing healthcare providers to conduct virtual physical exams using AR-equipped devices. Patients can receive instructions on how to perform self-examinations, and healthcare professionals can remotely guide them, all while viewing the patient’s condition in real-time through AR.

2. Emergency Medical Response

AR can play a crucial role in emergency situations. Paramedics equipped with AR glasses can receive real-time guidance on administering life-saving treatments, such as CPR or administering medications. The ability to access critical information hands-free can be a game-changer in high-stress, time-sensitive situations.

3. Mental Health and Cognitive Rehabilitation

AR is not limited to physical health; it can also be a powerful tool for addressing mental health issues. Therapists can use AR to create immersive environments for patients undergoing cognitive rehabilitation or exposure therapy for phobias. This personalized approach can make therapy more effective and less intimidating for patients.

4. Clinical Research and Drug Development

AR can aid researchers in visualizing complex data and models related to drug development and clinical trials. It can also be used to simulate the effects of new medications or medical devices within a controlled virtual environment, reducing the need for animal testing and potentially speeding up the development of new treatments.

Challenges and Considerations

While the potential of AR in healthcare is vast, it comes with its set of challenges and considerations:

1. Privacy and Security

Handling sensitive patient data and images using AR requires robust privacy and security measures. Ensuring that patient information remains confidential and protected from cyber threats is paramount.

2. Cost and Accessibility

AR technology, particularly advanced AR glasses, can be expensive. Ensuring that these technologies are accessible to healthcare providers of all sizes and budgets is essential for widespread adoption.

3. Training and Integration

Healthcare professionals must be adequately trained to use AR effectively. Integrating AR systems into existing healthcare workflows and practices can be a complex process that requires careful planning and implementation.

4. Ethical and Legal Considerations

AR in healthcare raises ethical questions about patient consent, the potential for over-reliance on technology, and issues related to medical liability. Addressing these concerns is crucial as the technology continues to evolve.

Conclusion

Augmented Reality (AR) is reshaping the healthcare landscape by enhancing medical training, revolutionizing medical imaging and diagnosis, and improving patient care and treatment. From surgical training to patient education and beyond, AR is improving the quality of healthcare and patient outcomes.

As technology continues to advance, the potential of AR in healthcare is limitless. With applications ranging from telemedicine to emergency response and mental health, AR is poised to revolutionize how we receive and deliver healthcare services.

While challenges related to privacy, cost, training, and ethics exist, they are not insurmountable. As the healthcare industry continues to embrace AR, it is essential to address these challenges to ensure that the benefits of this transformative technology are realized fully.

In conclusion, AR is not just a technological novelty; it is a powerful tool that has the potential to save lives, enhance patient care, and improve the overall healthcare experience. As AR continues to evolve, it will undoubtedly play a more significant role in shaping the future of healthcare, making it an exciting field to watch and be a part of.

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Along with Goyal’s responsibility as chair, he will serve as president of the newly formed Utah chapter, growing VRARA to 51 global chapters, 19 of which are located in the U.S., a provided statement explains.

“We’re thrilled to have Amit Goyal join VRARA and chair our retail and eCommerce committee,” said Kris Kolo, Global Executive Director of the VR/AR Association. “His retail industry expertise and insight from building Overstock’s shopping app and AR function marks a crucial addition to VRARA’s growth.”

The award-winning iOS shopping app allows shoppers to view how products, like furniture, rugs, décor and other home goods, fit in their home using a smart phone or tablet with iOS11. With true-to-life-size 3D models in the highest resolution, shoppers have an accurate representation of the product directly in their home or office.

“Augmented reality is changing the way people shop,” said Goyal. “At Overstock, we focus on price, assortment and convenience, and our augmented reality feature brings an innovative convenience to shoppers. It’s important for our customers to see how these products will fit with their décor or simply if it will fit in their living rooms. So, we have invested significant resources to insure we are at the leading edge of AR and we’re proud to bring what we’ve learned and achieved to VRARA.”

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As an innovative organization that revolutionized comfort, fit, and sound for Apple EarPods and AirPods, it’s the latest offering from a company that — after its brilliant idea was supported by a Kickstarter campaign that garnered widespread encouragement — created the patented EarSkinz silicone earbud covers that solved the problem of loose-fitting buds that long bedeviled Apple iPhone users.

MMW can confirm that EarSkinz worked with Los Angeles-based Augmently, Inc., The Augmented Realism Agency, on the specialty offering that will be unveiled and accompany the latest edition of EarSkinz earbud covers in early 2018. Augmently is known for its groundbreaking, custom designed AR campaigns.

EarSkinz purchasers will be allowed to download and share the fun and interactive new app, which invites users to create real-time video to share via text, email, and social media.

To preview the AR offering in question, check out this exclusive video shared below.

Early demos of the offering have generated substantial buzz, attracting many interested licensors across the worlds of television, sports, toys and more, seeking to widen their respective brand’s reach through the channel that EarSkinz looks to build.

“EarSkinz is an amazing company with a phenomenal product that works very well,” says Augmently CEO and Founder Ziggy Kormandel. “We wanted to create a campaign for them that would not only be fun and cool, but promote sharing and continue the conversation about the product. Not many people I know would ever go online to purchase a set of covers for their EarPods, and then immediately start commenting or sharing on social media. Why would they? But if that product or package came to life, placing a life size soccer goal and goalie in their room for them to play a virtual penalty kick game, they would probably share a video of the experience. Not just because it is a new fun experience, but because there is a freakin’ life-size goal and goalie in their room!”

EarSkinz covers, composed of a thin, soft plastic and offered in a wide variety of colors, have the ability to conform to the human ear. Billed as “a tiny blanket for your earbud,” the covers have ergonomic benefits since they are soft, malleable, and — unlike so many earbuds — “grippy” enough to stay in place, even during physical activities and workouts.

In addition to comfort, EarSkinz covers offer better sound since they stay snug and help direct sound down the ear canal, enhancing acoustic clarity, drowning out ambient noise, and delivering better bass. As a result, music can be enjoyed at lower volumes without sacrificing quality.

EarSkinz covers are compatible with a variety of iPhones, including models X, 8, 7, 6S, 6, 5C, 5SE, 5S, and 5.

According to EarSkinz Founder & CEO Jon Kurtz: “Apple’s earbuds are notorious for falling out and hurting.  Out of frustration, I created a cover originally intended for my own use, only to quickly realize that so many others could also benefit from having a pair of EarSkinz of their own.  EarSkinz come in a variety of colors and ship to consumers all around the world.  EarSkinz are a perfect compliment to every iPhone, EarPods and/or AirPods. I use our covers every day and know you will too. The new AR app is icing on the cake.”

Actor Omar Epps – EarSkinz Creative Director — is thrilled with the new packaging and the AR option.

“The content is engaging and the packaging is perfect,” notes Epps. “Augmented Reality is a perfect fit. We’re extremely pleased we collaborated with Augmently to use emerging technology to enhance our marketing for EarSkinz. It’s a win-win for everyone, but most importantly, for customers.”

The EarSkinz product, available at EarSkinz.com, Amazon, and other outlets, was awarded an “Excellent” rating from Cult of Mac, kudos from CNET, and rave reviews from Apple iPhone users. Cult of Mac’s Rob LeFevre reviewed the EarSkinz, which he said have become for him an “essential accessory” for his EarPods.

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In addition to premiere talent, the event included top companies who produced creative activations for guests to enjoy during the event, including Ford Motor Company.

MMW has learned that Ford Motor Company and Augmently Inc. teamed up to creatively highlight augmented reality’s singular ability to showcase brands in unique and interesting ways.

Ford challenged Augmently Inc. to create an activation that would educate and introduce the esteemed guests to the venerable automaker’s substantial sustainable vehicle line.

The result was an impressive AR marketing success that even managed to create hype in a town already buzzing in anticipation of TV’s biggest night.

To pull it off, Augmently Inc. conceptualized a “Ford Tattoo Parlor” to showcase Ford Hybrid Electric Vehicles in an environment that looked and felt exactly like a pro ink shop.

Augmently Inc. crafted five unique temporary tattoo designs, one to symbolize each of the five sustainable vehicles in Ford’s EV fleet. The tattoos featured butterflies, a green earth, daisies and other imagery symbolic of sustainability and eco-friendly automotive engineering.

Once a guest selected their design of choice, the tattoo artist helming the shop would tell them about Ford’s electric vehicles while applying the temporary tattoo that led to what would surely become a permanent memory.

With the tattoo in place, the AR portion of the experience began as Ford’s tattoo artist waved an iPad over the design, making it come to life straight off the skin.

Each unique AR experience was recorded and emailed to the tattoo recipient as a sharable video.

To see how it all came together, check out this exclusive look at the AR experience shared below.

By the admission of many in attendance, the AR tattoo booth was among the most unforgettable experiences of Emmy’s weekend.

“We’ve had this concept for an AR event for over a year and a half,” says Augmently Inc. Founder and CEO Ziggy Kormandel. “When we connected with the Ford team, I knew it was a perfect match. And the lingering buzz is bound to inspire more brands to put skin in the game of augmented reality.”

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Complicating matters to no small extent are the lackluster AR experiences brought to life by companies that merely understand that AR is cool. They don’t understand how to properly leverage the technology to facilitate memorable and meaningful consumer engagement.

But one firm that “gets” AR is doing its part to help others “get” it, too. Based in Los Angeles, California, Augmently — a self-touted “Augmented Realism Agency” — is at the forefront of delivering both quality and clarity to the augmented reality experience for brands and consumers. And once again, Augmently finds itself on the cutting edge of AR innovation by developing yet another solution that stands to simultaneously simplify AR experiences while amplifying their branding impact.

This week, MMW was privy to an advance look at the company’s new voice activated AR software called “Augmently Audible.”

How does it work?

As you’ll see in the shared video demo presented by Augmently founder and CEO Ziggy Kormandel, Augmently Audible brings voice activated control to mobile AR.

Using the example of an automobile application, imagine not having to navigate a cluttered user interface to find the buttons and controls you want to activate, like rotating the model vehicle, opening doors, customizing the color and wheels, entering the interior of the car. Now, you can speak your commands to trigger the desired vantage point. This results in a clean user interface (UI) that leaves more screen space to view the company’s product. In this particular demo, an automobile is showcased, but the types of products, services, companies, or characters that can be featured and voiced-controlled through Augmently Audible is practically unlimited.

From gaming applications and education platforms, to product demos and how-to guides, the utility of voice control in augmented reality could drastically change the ways and extent to which AR is used by consumers, brands and entire industries around the world.

With the winds of optimal timing at its back, Augmently is pushing audio in the AR space just as voice has cemented itself as a primary user interface rivaling the mainstream presence of clicks and swipes. As evidenced by the ascendance of virtual assistants and red-hot devices like Google Home and Amazon Echo, voice is here to stay. And we haven’t even come close to exploring the full potential of voice activated AR in marketing and branding applications.

Global fascination with augmented reality is poised to widen even further in the coming days as Apple unveils its newest iPhone and the next version of its iOS, which is expected to significantly accelerate the role augmented reality plays in our always-connected lives.

However, for brands yet to embrace AR, it’s paramount to proceed with equal parts enthusiasm and caution. Simply put, off-the-shelf and one-size-fits-all AR solutions are plentiful, but these particular offerings don’t maximize the full potential of AR for branding, marketing, and engagement purposes.

AR done right means AR customized for each experience where AR is deployed.

This fact should serve Augmently well in its future, as the company’s admitted core strength is that it solves problems that most AR companies can’t thanks to a diverse team that boasts of twenty-five years of technology, branding, and marketing experience. This allows Augmently to build custom campaigns for companies that deliver ROI and drive lasting brand engagement.

“In many ways,” writes Brian Smith of SeachEngineLand, “Pokémon Go served as a proof of concept for AR’s potential as a marketing tool. Imagine billboards and advertisements that exist purely in the virtual world and offer exclusive deals and promotions to AR users. It’s a whole new ballgame, and some of the biggest names in tech are racing to cash in on that awesome potential.”

To learn more about Augmently and its latest AR innovations, click here.

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With consumption on the rise and a flood of pioneering contenders clamoring for their piece of this deliciously profitable industry, it’s exceedingly difficult for a newcomer in the beef jerky market to stand out from the pack.

Of course, there are exceptions to every rule. And in the booming business of beefy goodness, Gnarly Jerky is that exception.

For starters, as anyone who has sampled Gnarly Jerky will voluntarily attest, the product is simply fierce — so good, in fact, that it’s almost impossible for even a veteran foodie scribe to review it without sounding like a giddy fanboy.

It’s great stuff. Period.

Unfortunately, lots of great products never capture precious and ridiculously expensive shelf space at Walmart, Target, or even your small-town grocer. Why? A lack of marketing savvy and, and thus, marketing impact to land a brand on the map.

To make their impact, the Gnarly team turned their attention to augmented reality — a pursuit where all roads led to Augmently.

A white-hot “augmented realism agency” on the forefront of all things AR, Los Angeles, California-based Augmently is helping brands figure out the right way to use augmented reality across the mobile landscape. And they’ve worked their magic once again for Gnarly.

In recent weeks, Augmently fashioned a plan of action for how the young jerky geniuses can cut through the clutter of meaty competition.

Helping Gnarly Jerky is Augmently’s reputation for working only with brands of superior pedigree and quality. According to the folks at Augmently, the company was so “blown away” by the tasty goods offered by Gnarly that this initial product confidence prompted Augmently to want to do something special with the startup jerky brand.

And they’ve now done exactly that.

Ahead of the Gnarly’s participation in this year’s National Coalition of Associations of Seven Eleven Franchisees (NCASEF), Augmently envisioned a cutting-edge product experience in their booth that would prove the most memorable standout vendor to the thousands of attendees at the convention. At next week’s NCASEF convention, Augmently is poised to deliver on that objective.

Illustrating the company’s refreshingly innovative mind-set, Augmently’s augmented reality marketing and branding expertise are bringing to life an AR experience that extends well beyond Gnarly’s booth space. The end result is what could easily be christened the year’s most innovative AR branding and marketing effort to date.

Leveraging the company’s crazy cool bull mascot, Gnarly Jerky will showcase in their booth a free downloadable app that enables visitors to not only feed the bull any (or all) of the brand’s seven jerky flavors (and the bull responds differently to each, by the way), but also pose for a sharable selfie with a life-size 3D bull. The interactivity between the app and the AR-inducing print on the physical bags of beef jerky ensure a one-of-a-kind end-user marketing bonanza that even the biggest brands in the meat snacks biz will be forced to take note of (though the product itself, and not just the marketing behind it, should probably be what makes the big guys most nervous).

For a sneak peek at the campaign’s development, check out this exclusive first-look video shared with Mobile Marketing Watch.

According to Ziggy Kormandel, founder and CEO of Augmently, numerous clients have come to Augmently after first meeting with other AR companies that merely provided stylish demos and no substantive plan or strategy for implementing AR in their branding or marketing efforts.

Kormandel rejects the practice of leaving clients to fend for themselves and fumble a golden opportunity to harness augmented reality for memorable marketing, not just momentary eye candy.

“We solve problems that most AR companies can’t,” Kormandel tells MMW, noting that Augmently’s team prides itself on having twenty-five years of technology, branding, and marketing experience. “We know how to come up with campaigns that deliver ROI and drive lasting brand engagement.”

Gnarly Jerky’s tangible enthusiasm about what they’ve seen from Augmently lends to the credibility of Kormandel’s claims.

“Working with Augmently has been a tremendous experience,” reads a statement from Gnarly Jerky, which recently signed on as an official sponsor of the Rose Bowl Champion USC Trojans.  “We have learned so much about the power of augmented reality for branding and consumer engagement. I’m confident our partnership with Augmently will be a long standing one. All of us at Gnarly are really excited to see the campaign reactions from our retailers and, more importantly, their consumers.”

Those privy to an early look at the Gnarly Jerky AR campaign believe the startup may soon find itself squarely in the center of the awesome gaze of the food, tech, and marketing worlds. Remarkably, the buzz surrounding this Augmently-designed AR campaign has already managed to attract a broad swath of interest across a myriad of industries.

Not bad for beef jerky. Not bad at all.

All told, however, Gnarly Jerky is just the latest successful case study for cutting-edge AR marketing — a case study that may serve to educate other businesses on why they should use AR for their brand (and not just because it’s cool to do what Pokémon did).

“Many marketers anticipate that technologies like augmented reality… will affect their business in the next 12 months, more so than a year prior,” a June 2017 eMarketer report notes, citing data from marketing and advertising services firm NewBase. “Roughly a quarter (24%) of marketers worldwide said that AR will be a priority in 2017. Just 18% felt the same way in 2016.”

All it takes is one look at Gnarly Jerky’s AR bull to realize that the hype surrounding AR marketing isn’t steeped in B.S. For Augmently, a company now assisting global brands in developing groundbreaking campaigns via their patented AR technology, the rapid expansion of their business alone underscores the runaway growth potential and opportunity in augmented reality for branding and marketing across the industry.

While it’s only a matter of time before everyone piles into AR, for now, Gnarly Jerky and Augmently are raising the bar and setting a new standard for what should follow.

The post Augmently, Inc. and Gnarly Jerky Bring the Beef to Augmented Reality Marketing appeared first on Mobile Marketing Watch.

PTC, provider of the ThingWorx industrial Internet of Things platform (IoT) and Vuforia^® augmented reality platform and Flatirons Solutions, a global provider of technical information management solutions for knowledge-driven industries, joined AREA at the Sponsor Level and accepted Board of Directors seats.

Augmented Reality (AR) is the integration of digital information with the user’s environment in real time. Unlike virtual reality, which creates a totally artificial environment, AR uses the existing environment and overlays new information on top of it.

“AR projects in our industry continue to expand as businesses realize the potential of this technology,” said Mike Campbell, executive vice president, ThingWorx Product Management, PTC. “We joined AREA to help the industry define future enterprise AR best practices and to build relationships with important AR vendors, educational institutions, and other companies that are on the forefront of AR technology.”

The AREA supports innovative companies, aspiring to invest in AR who need a better understanding of the tools available, application possibilities, methods of implementation and return on investment. It provides a free and open exchange of best practices, lessons learned, and technological insights which can help enterprises effectively implement AR technology, boost operational efficiency and create long term benefit.

“Joining AREA allows Flatirons to contribute to the development of the enterprise AR eco-system,” said JD Sillion, chief solution officer, Flatirons Solutions. “Enterprise AR solutions are ideal platforms for making content lifecycle management even more impactful for customers. AR allows organizations to better achieve their mission by Turning Content into Knowledge® for strong productivity and asset utilization gains.”

The AREA’s membership benefits include access to high-quality, vendor-neutral content and participation in various programs, a research framework to address key challenges shared by all members, discounts for fee-based events, and more. Sponsor members have a direct role in shaping the rapidly expanding AR industry and demonstrate their companies’ leadership and commitment to improving workplace performance.

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“The mobile augmented reality (AR) market is finally on the verge of fulfilling its potential and going mainstream, following years of hype,” the introduction to a new report from Tractica reads.

So why now?

The proliferation of smartphones and tablets with ever-improving processing capabilities, sensors, and soon, 3D cameras, has provided an ideal medium for people to experience AR.

Additionally, the creation of AR content has been made much easier with a variety of tools consisting of simple drag-and-drop interfaces that allow developers to design their own applications.

According to Tractica, “this market momentum will drive growth in annual downloads of mobile AR apps to 1.2 billion worldwide by 2019.”

That’s up from just 272 million downloads last year.

“Mobile augmented reality is beginning to shake off the reputation of being gimmicky, a perception that has dogged the industry for the last few years,” says principal analyst Craig Foster. “There is a growing awareness of AR and an understanding about how the technology can be beneficial in a variety of sectors. One of the most notable trends is product visualization, where users are able to view how items will look in their homes without having to visit a physical location or commit to a purchase when not quite certain.”

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Following the lead of other major marketers, the Quaker Oats Company is now using the Blippar augmented reality app capabilities to drive online engagement among younger consumers.

Now customers can scan the Quaker man on company packaging with their smartphones and snap a “milk mustache selfie” to unlock Quaker recipes. It’s part of the strategy of consumer packaged goods companies that are tapping technological tools to drive brand awareness and attract millennials whose phones are an integral way they interact with the world.

Consumers who download the Blippar app can scan the Quaker man on the boxed packaging.

“The smartphone’s camera is then activated and users take a selfie. The augmented mustache then comes into play,” according to a post at Mobile Marketer. “Once the photo has been taken, users will be redirected to Quaker recipes, such as lemon blueberry oatmeal muffins, a protein-packed berry burst smoothie, banana bread oatmeal and more. While Quaker features recipes on its box packages, the brand is attempting to be innovative and incorporate technology in its very physical brand.”

The Blippar app also helped to push offline consumers to online through both on-pack and in-store and united conversations with a single hashtag of #QuakerwithMilk.

Quaker is another in a growing list of companies employing the tech to tap into cross-channel marketing opportunities.

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A patent application filed recently with the U.S. Patent and Trademark Office portrays technology that would enable safer on-the-go texting.

The patent description of “transparent texting” refers to an electronic communication device’s camera that can “continuously capture and present video images as a background within a text messaging session currently being displayed by the device.”

Think of an augmented reality-style texting experience that lets you safely walk and text while never taking your eyes off of what’s in front of your feet.

The camera can be a rear-facing camera on the device, so that the video images represent the views that the device’s user would see if the device’s display were transparent. The camera can continuously capture and present the video images as the background in the text messaging session, so that the device’s user continuously can be aware of the environment beyond the device’s display while still focusing on the text messages being communicated.

The overriding objective, Apple concedes, is to help users avoid “stumbling over an object while participating in a text messaging session.”

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