Page 14 - AeM_December_2019

BEST PRACTICES & STRATEGIES

Utilize the full potential of AR

Most executives make their decisions based on the smaller, cheaper and got more battery life, but kick-
perspectives, trends and cycles that are already known started a series of hitherto unimagined applications,
today. However, this view carries the risk of thinking too company successes and a completely new user
linearly and of missing out on the crucial innovation routine, nobody could foresee.
point.
The convergence between mobile and data analysis is
Augmented Reality (AR) transmits digital information another example of innovative technologies. Due to the
about the physical world with a smartphone or a willingness of users to provide data and the use of
headset. And as virtual reality enters a commercial mobile apps, the collection of user data became an
phase, the practical value of AR has become more important field to derive insights for the own business.
significant to business, raising the question what can be Today, mobile user data has an estimated value of $50
expected in the years to come. billion, but that fact shouldn’t fool you to focus on this
area only, since you would risk to quickly miss out on
Fact is that it is worth to evaluate the ways in which AR newer technologies.
will advance the business world in the future and we
should think broad while doing it. How about starting by History shows that the future of AR is probably not
looking at the many other technologies AR is linked to? determined solely by falling prices, smaller formats or
The Internet of Things (IoT), 3D printing and machine faster performance. In combination with other
learning, for instance, capture the added value of AR techniques such as IoT, 3D printing and machine
you might want to consider to be ahead. learning lies currently AR’s most promising potential.

Learn from past innovations AR and the Internet of Things

The smartphone proved that no forecast could predict Augmented Reality and the Industrial Internet of Things
accurately the triumph of mobile technology. McKinsey, (IIoT) will be most likely the first to converge, since
for instance, estimated the market for mobile phones development is progressing faster in the enterprise
would be around 900,000 at the turn of the century. sector than in the consumer sector. Although
Through the connection to the Internet, however, companies rely on an interconnected infrastructure that
smartphones market growth was simply unconceivable. collects and analyzes massive amounts of data - from
Furthermore, the smart devices not only became manufacturing through logistics to the consumer.

14 December 2019 - Augmented Reality (AR) & Virtual Reality (VR) in Marketing