Last week I attended an interesting session at the Mobile Marketing Summit on augmented reality.
Courtney Harding from Friends with Holograms presented the latest on AR. Here are some of the highlights:
What is Augmented Reality?
It’s digital layered on top of the real world
Some common use cases are finding restaurants around town, foreign language translation and locating bathrooms near you.
The key required technology is simply a mobile phone or smart glasses and game and AR engines.
AR adds data to the real world captured thru a camera and analyzed.
Soon AR will be available for delivery through a mobile browser with technology from Friends with Holograms.
AR makes the real world interactive and takes it from limited spaces to any space such as a floor, wall or chair and offers interaction that users want.
You can gamify or add information to the world. For example, maps are flat and hard to read, but an AR map is edited into the world on a three-dimensional plane that is easier to navigate.
The message from Friends with Holograms: “Don’t wait till the glasses come out.”
Though not at scale for customers, smart glasses adoption in the industrial realm is growing. There are industrial use cases that are economical in a way that’s not true for consumers.
Let customers answer their own questions. Sales reps who are stuck repeating answers to familiar questions rather than selling can be freed with AR. Marketers can use AR to make it fun for customers to get answers themselves.
AR could help people scan items and get information from a hologram or determine if two items go together, such as a charger and a phone. It could be used to hover a phone over a particular place to win a prize.
Marketers could drive audience response with an interactive game. For example, hiding a mascot in locations and get people exploring and then ending in a desired place. It’s a scavenger hunt and people really find it fun. It also gets people out and about and moving in the real world.
How can AR reduce post purchase friction?
One big problem for appliance sellers is when the couch arrives at the apartment building or hose and it doesn’t fit. An Appliance seller could use AR to determine if the unit fits in all places for delivery.
Now, you have to leave a website to download an app in the store. In the future developers will add a plug in for browsers to use the AR engine to engage camera and track surfaces through a web browser.
AR is more practical than VR, which requires more information. To be ready for the growth of AR, it helps to have a library of digital assets that can be used to represent various elements of the brand experience.