Aftab Anwar Baloch

We are living in a world where technology contains a significant role. It has influenced almost every aspect of life. Moving from computers to laptops, laptops to mobile phones, the technology has evolved itself into its better version. We must keep pace with the new revolutionizing technology to survive in this competitive world. Hologram technology is nowadays revolutionizing the healthcare, education, and entertainment sectors by providing vivid 3D views and immersive experiences.

Introduction

Holography is a process in which light from an object can be reflected and projected into a 3D image. The image can be viewed from any angle, so as the user walks around the displayed object will appear to move and shift realistically. Despite being a relatively new area of study and application, it has seen significant interest and development in recent years.

Within a short time, billboards will be replaced by 3D holographic displays. Over the past few years, there has been a substantial increase in the demand for holographic content displays. Some of the biggest brands in the world have seen the impact of this marketing technique; they know that if they want to increase their sales that this is the only way forward. According to a report from Market Watch, the global holographic imaging market is expected to grow at a CAGR of over 16% during the period from 2018 to 2028.

Historical Context and Development

The concept of holography, initially developed by Dennis Gabor in 1947, has evolved substantially over the decades. Nike ran one of the first hologram campaigns using Holocube technology in 2013 in Amsterdam. Another early campaign was by Starbucks Hong Kong, which launched the ‘Twinkle Surprise’ project in 2014.

In Pakistan, the adoption of this technology started gaining momentum in the late 20th and early 21st centuries. Early efforts were primarily academic, with universities and research institutions exploring holography for scientific purposes.

3D holographic technology is epidemically establishing a positive influence over outdoor advertising. Holographic content marketing provides exceptional opportunities for brands to position their products by reaching deeper within the minds of their patrons. For brands, the benefit of using hologram technology is that it creates a unique and interactive experience for the user, as it gets the user engaged.

3D Holograms are all set to revolutionize Pakistan’s advertising industry, and Pandamart (an online shopping app) seems to be leading the cutting-edge technology in its communication.

Pandamart conducted live hologram activation twice in the near past – one in Lahore, hovering mid-air 30 feet high at Liberty Chowk and at MM Alam Road. Earlier, it was the twin cities that were blessed with Oztech’s free-floating, one-of-a-kind Hologram display to celebrate Pandamart’s eventual launch in Islamabad and Rawalpindi. This eye-catching visual experience received fetching striking success in marketing industry.

Pakistan’s trailblazing Martech (Marketing and Technology) agency ‘Oztech’ is behind the dynamic OOH Advertising. For the first time in 40 years, an OOH activation that too a Hologram, was executed at Liberty Chowk- a prime location that is the most buzzing spot in the city.

Applications in Pakistan

Holography has diverse applications across various fields in Pakistan. The potential benefits, including enhanced education, improved healthcare outcomes, strengthened security measures, and enriched cultural experiences, make holography a promising technology across the country.

Education and Research

Holography has found a robust application in the educational sector. Universities and colleges are increasingly using holographic techniques to enhance the learning experience, particularly in fields like physics, engineering, and medical sciences. Different hologram types are used in various educational institutes such as reflection holograms, transmission holograms, and pyramid holograms.

One notable milestone was the introduction of holography courses and research projects in major universities like the National University of Sciences and Technology (NUST) and the Pakistan Institute of Engineering and Applied Sciences (PIEAS). These institutions have been pivotal in training a new generation of scientists and engineers proficient in holographic techniques.

Research in holography is also gaining traction, with several projects aimed at developing new materials and techniques for creating more efficient and high-quality holograms.

Entertainment and Media

In Pakistan, the entertainment and media industry has seen significant growth and assortment over the years. Holographic technology can introduce innovative visual effects in Pakistani cinema and television productions. It can be used to create realistic virtual sets, animate characters, and enhance storytelling capabilities.

Security and Authentication

Security holograms serve as a potent tool against counterfeiting, offering unparalleled protection and authentication benefits. Companies in Pakistan use holographic labels and seals on their products to safeguard their brand identity and reputation. Holographic labels or stickers are often affixed to high-value products, pharmaceuticals, and electronic goods to verify their authenticity.

Healthcare

In the healthcare sector, holography is still in its primitive stage in Pakistan and is  being explored for use in advanced imaging techniques. Holographic medical imaging  provides  detailed views of anatomical structures, aiding in diagnosis and surgical planning. Collaboration between technology providers, healthcare institutions, and regulatory bodies will be crucial in harnessing the full potential of holography to improve healthcare delivery in Pakistan.

Challenges and Future Prospects

Despite the promising advancements, the field of holography in Pakistan faces several challenges. The significant issues are the infrastructure requirement, high cost of equipment needed for holographic applications, and limited consumer base. The  lesser availability of hologram equipment is another concern, as the technology of hologram is not  readily available in Pakistan. Moreover, there is a need for more specialized training programs to develop a skilled workforce capable of advancing this technology.

Developing and implementing digital holography technologies require substantial investment in research and development. Additionally, the consumer base for digital holography is still relatively small, limiting the potential market size and return on investment. Government support and international collaborations could also play a significant role in overcoming current obstacles and realizing the full potential of holography.

Development in Asian Countries

A report on the holographic display market from Transparency Market Research says it has witnessed particularly high growth in India and China, which it expects to help the market gain pace in the rest of Asia. China has a large market for industrial applications such as advertising, education, and medical imaging, for its advanced holographic displays.

Experts predict that the demand for hologram technology is nonetheless set to increase, particularly among tech-hungry Asian audiences.

INDIA

In India, holography has been increasingly utilized in different sectors. The Indian government has also supported research and development in holography through initiatives by institutions like the Indian Institute of Technology (IIT) and the Indian Institute of Science (IISc). India continues to strengthen the market for holographic security printing, underpinning move to support overt and covert protection strategies by state authorities.

Prime Minister of India Narendra Modi is building Asia’s Largest Airport; He unveiled his plans using a revolutionary new hologram technology invented in Australia. PM Modi also unveiled a hologram statue of the freedom fighter at India Gate in New Delhi. The hologram statue is a placeholder until a granite statue is installed at the site.

IRAN

Iranian universities and research institutions have been at the forefront of holography research. Institutions such as Sharif University of Technology, Tehran University of Medical Sciences, and Iran University of Science and Technology have been involved in theoretical studies, experimental research, and practical applications of holography.

AFGHANISTAN

Afghanistan has faced significant challenges due to decades of conflict and instability, which have had a profound impact on technological development and infrastructure in the country.

Conclusion

Holography is set to play an increasingly vital role in shaping the future of various sectors in Asia, an evolving field with a significant future in Pakistan. As technological capabilities continue to grow, holography is poised to drive innovation, improve efficiency, and enhance experiences across the region, ultimately contributing to economic growth and societal advancement.

The writer is Customs, Tariff and Trade Expert.

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