The Benefits of Augmented Reality for Businesses
There’s no denying that technology continues to develop at break-neck speeds, with new hardware, software, applications and solutions appearing every day. Just one of these concepts is augmented reality. On the scene since 2008, it has yet to have its moment in the sun, with inaccessible costs and hardware stopping it from hitting the mainstream. However, 2018 is set to be AR’s year, as it becomes part of the everyday business experience.
But what exactly is AR and how can businesses use it in their operational and marketing strategies? What may appear to be a complicated application is in reality, quite simple – augmented reality is when digital data, such as images or animations, is laid over the natural environment, creating a hyper-real environment in which consumers can interact. One of the earliest consumer-facing applications of this was Pokemon Go. The viral phenomenon showed businesses how the technology could be used in a consumer-focused setting, demonstrating to companies that AR was worth investing in. As a result, the AR/VR market is expected to expand up to $150 billion by 2020, with AR occupying the majority, at $120 billion.
Pokemon Go demonstrated that consumers already had the hardware they needed to experience augmented reality – their smartphone. With the global mobile population at 3.7 billion unique users and mobile devices accounting for 49.7% of webpage views worldwide,
These statistics, coupled with AR’s rising popularity due to hardware availability and ease of program use, mean it’s now becoming increasingly normal for businesses to consider AR in the mobile design experience. To address this, technology juggernauts Apple and Google have created their own platforms, ARKit and ARCore, which allow software developers to build AR features into existing applications, or create new ones.
In the retail space, Amazon’s app includes an option to view products in homes, so consumers can see what their potential purchase would look like. Similarly, car brands are using AR to enhance the user experience, offering users the chance to see what a new car might look like in their driveway, getting a feel for it by opening its doors, looking inside and walking around it. In fashion retail, users will soon be able to try on clothes without wearing them by using an app on their phone, resulting in a drop in returns.
For manufacturing firms, work progress will soon be able to be monitored in real time using AR markers and digital maps and diagrams will be able to show how a part would fit into the final machine, reducing room for error.
However, where businesses can find most benefit is in marketing. Using AR technology in your marketing efforts, especially in early stages, will make your brand stand out, surprising customers and increasing the chances of positive brand recall. It also offers the chance to personalise marketing efforts, engaging with particular consumers to create unique brand interactions and experiences.
With so much potential, and the necessary components already available, how will you be using AR in 2018?
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GLUE Content is a Melbourne based video content production and animation agency, producing content for some of Australia’s leading companies, brands, agencies and sporting organisations.