People tell me I am pretty bullish when it comes to augmented reality. I agree. Beyond the $13.7 billion being spent right now per IDC, I am more interested in who, what, when of the $108 billion being invested into the ecosystem. Gone are the days of printing out a marker and downloading specific apps – recent moves by Google and Apple have seen to that. Now users need only open up the camera and magic things can happen (QR codes for example) and soon AR will be the same – expect layers and filters…at a cost shortly.
Three examples of companies using AR to impact their bottom line already interested me more than simple first-moves – these examples show carefully calculated decisions for the future of their businesses. Smart moves by smart cookies, not necessarily visionary, but good none the less.
IKEA: ‘IKEA Place’ is, for me, the epitome of AR. Beyond gaming the utility and ability AR has to revolutionise how IKEA runs its business. Thanks to the functionality of Apple’s iOS11 ARKit IKEA can show users exactly what the item will look like in-situ, users can make more informed decisions and IKEA likely gets fewer returns. Beyond this, one swipe and the product is on its way. Overstock and Wayfair are also first movers in this space.
QVC: Makeup brands have been using filters and overlays since such things were available. Using YouCam, QVC took this one step further with a live experience. Users could try on new products and get discounts as they watched and received a virtual makeover. Great for numbers and user satisfaction – eventually all TV will likely has some element of AR if execs know want a new revenue stream. Imagine if you could pause and buy the vase you see on your favourite drama. Pinterest and Amazon are racing towards making this a reality but will TV execs get a cut? No. No they will not.
CASTORAMA: A French DIY store created ‘Magic Wallpaper’ – their own wallpaper which utilises AR to tell animated stories at bedtime via a dedicated app. A story appears once you scan a character but scan two characters and the characters interact allowing for hundreds of stories. Beyond a smart and fun app experience, the strategy to get multiple brand mentions and exposures is smart and long-term as parents read along with their kids.
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Source: Forbes