In today’s knowledge based economy technology is playing crucial role in shaping the world. Technology is impacting every aspect of business from manufacturing to consumption and from marketing to distribution. For instance, since the last three decades, Internet has emerged as a strong force which has drastically changed the way business is done.
Recently there has been a lot of talk about the concept of “Augmented Reality” which is a term used to describe a live view of a physical, real-world environment that is augmented by computer-generated sensory input, such as sound or graphics. A typical AR environment has digital information transposed onto a real-world view. The termed coined by the Tom Caudell to describe a digital display used by aircraft electricians that blended virtual graphics onto a physical reality. The most common example relating AR to common people is sports broadcasting showcasing football field marked with yellow line to show offside player.
Since 2008, the concept has gathered huge momentum, thanks to the surge in usage of Smart phones and tablets across the world.
In the last two years, there has been a huge increase in the applications of AR in almost all the business sectors. There are number of innovative AR based applications in the market for Business cards, Equipment servicing, Weather services, Travel application, 3D gaming, Computer Aided Surgery, Airport Information, Navigational Overlays, Interior design & Modeling, industrial plant maintenance and many more…..
Marketers across the world have responded very positively to this new concept as it helps in engaging the customers in a better manner to create unique kind of brand experience.
Leading brands like Volkswagen, Kraft Foods, Coca cola, Carlsberg, Toyota, BMW, and Nestle have executed brilliant communication campaigns using AR. the key benefits of AR in the communication campaign are:
• AR increases engagement and ensures better user experience & usability
• Research has shown that AR increases the perceived value of products and brands
• AR is mobile and personal and, therefore, hugely accessible to a rapidly growing Smartphone market
• AR is an inexpensive alternative to other media platforms as no specific media needs to be purchased
• Brands have access to detailed analytics enabling them to truly understand their audience
According to ABI research the market for AR based application in the US alone is expected to be $ 350 Mn by 2014 from just $3.8 Mn in 2008. Juniper research predicts that revenue from mobile AR is expected to reach $ 1.5 bn by 2015. With current development and the pace at which it is growing, AR has a huge potential which is yet unexplored. I am sure a few years down the line, AR will be the crucial part of marketing communication for marketers across the world. And for the very same reason, there is no alternative for the budding managers but to equip themselves with the know how of augmented reality.
Prof. Yogesh Baviskar
Reference:-
http://www.bannerblog.com.au/news/2009/06/35_awesome_augmented_reality_examples.php
http://mashable.com/2009/12/05/augmented-reality-iphone/
http://www.inc.com/guides/201104/how-to-use-augmented-reality-in-advertising.html
http://thenextweb.com/socialmedia/2010/12/13/augmented-reality-marketing-in-2010-and-beyond/
http://www.youtube.com/watch?v=d6irc0jwKC8
http://www.youtube.com/watch?v=5fGav7FI5P4&NR=1&feature=fvwp
http://www.mobilemarketer.com/cms/news/research/8969.html
Recently there has been a lot of talk about the concept of “Augmented Reality” which is a term used to describe a live view of a physical, real-world environment that is augmented by computer-generated sensory input, such as sound or graphics. A typical AR environment has digital information transposed onto a real-world view. The termed coined by the Tom Caudell to describe a digital display used by aircraft electricians that blended virtual graphics onto a physical reality. The most common example relating AR to common people is sports broadcasting showcasing football field marked with yellow line to show offside player.
Since 2008, the concept has gathered huge momentum, thanks to the surge in usage of Smart phones and tablets across the world.
In the last two years, there has been a huge increase in the applications of AR in almost all the business sectors. There are number of innovative AR based applications in the market for Business cards, Equipment servicing, Weather services, Travel application, 3D gaming, Computer Aided Surgery, Airport Information, Navigational Overlays, Interior design & Modeling, industrial plant maintenance and many more…..
Marketers across the world have responded very positively to this new concept as it helps in engaging the customers in a better manner to create unique kind of brand experience.
Leading brands like Volkswagen, Kraft Foods, Coca cola, Carlsberg, Toyota, BMW, and Nestle have executed brilliant communication campaigns using AR. the key benefits of AR in the communication campaign are:
• AR increases engagement and ensures better user experience & usability
• Research has shown that AR increases the perceived value of products and brands
• AR is mobile and personal and, therefore, hugely accessible to a rapidly growing Smartphone market
• AR is an inexpensive alternative to other media platforms as no specific media needs to be purchased
• Brands have access to detailed analytics enabling them to truly understand their audience
According to ABI research the market for AR based application in the US alone is expected to be $ 350 Mn by 2014 from just $3.8 Mn in 2008. Juniper research predicts that revenue from mobile AR is expected to reach $ 1.5 bn by 2015. With current development and the pace at which it is growing, AR has a huge potential which is yet unexplored. I am sure a few years down the line, AR will be the crucial part of marketing communication for marketers across the world. And for the very same reason, there is no alternative for the budding managers but to equip themselves with the know how of augmented reality.
Prof. Yogesh Baviskar
Reference:-
http://www.bannerblog.com.au/news/2009/06/35_awesome_augmented_reality_examples.php
http://mashable.com/2009/12/05/augmented-reality-iphone/
http://www.inc.com/guides/201104/how-to-use-augmented-reality-in-advertising.html
http://thenextweb.com/socialmedia/2010/12/13/augmented-reality-marketing-in-2010-and-beyond/
http://www.youtube.com/watch?v=d6irc0jwKC8
http://www.youtube.com/watch?v=5fGav7FI5P4&NR=1&feature=fvwp
http://www.mobilemarketer.com/cms/news/research/8969.html
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