Many of the use scenarios for Augmented Reality involve a person arriving in a new environment and wishing there was an instant guide, providing customized, in-depth assistance on demand. This precise use case is one of three described in the Open Mobile Alliance draft requirements document for Mobile Augmented Reality.

To complete the scenario, our technology-savvy traveler is going to need a few complementary products and services. The details were sketchy until I read this new study commissioned by Amadeus, a leading travel technology partner and transaction processor for the global travel and tourism industry, and published by The Futures Company.

The report, entitled "From Chaos to Collaboration" details a set of discrete 'enabling' technologies and innovations. For those in a hurry, probably traveling, the companies have conveniently issued the key findings in bullet format (below) and published an infographic (Click on this low resolution version to see the full size version).

Key findings

  1. The next generation of experience: Travel is increasingly about depth rather than breadth of experience. Technologies such as augmented reality, gamification mechanisms and smart mobile devices will transform the travel experience
  2. Automatic transit: Chips, biometrics, long range fingerprinting and near field communications (NFC) can be deployed in a more integrated way to fast-forward how people move around
  3. Payment with memory:  All data on payments made before and during a trip will be integrated, acting as a digital memory of expenditure leading to more personalised services delivering higher value and more profitable relationships
  4. Intelligent recommendation: As technologies make it easier for people to tag and review all aspects of travel experiences, the prospect of personal travel guides and mobile tour representatives will give travellers the tools they need to enrich their experience
  5. Taking the stress out of travel: Intelligent luggage tags and tickets will give greater reassurance whilst m-Health (mobile-Health) applications will allow travellers to manage and monitor their health and wellbeing as if they were at home
  6. The business tourist: Continued emphasis on the wellbeing at work may see the rise of the business tourist which will demand speed and efficiency as well as a home-away-from-home

An AR services developer could spend the rest of this year researching and developing their partner ecosystem for travel-related experiences. From this report alone one could define a fantastic channel strategy and several exciting business models. I wish other use cases for new technology were as well documented and thought out as this!