Digital Business Arrives In The Always On Always Augmented World

On October 10th and 11th, 2013, over 800 attendees from more than 45 countries arrived at the Munich Olympic Park to share their passion and excitement about the latest augmented reality (AR) developments (see Figure 1).  Hosted by augmented reality pioneer Metaio, Inside AR 2013, has emerged as one of the world’s largest conferences dedicated to the business of AR.  The conference touched on key areas such as:

  • Wearable computing
  • Hardware advances
  • Applications and development
  • Global adoption
  • Future of digital business and AR
  • AR use cases from engineering to sales
  • Consumer AR
  • Future of print and packaging in AR
  • Public sector use cases

Figure 1. Full Flickr Stream Of InsideAR Including Demo Videos


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Source: Copyright © 2001 – 2013 R Wang and Insider Associates, LLC All rights reserved.

Augmented Reality Brings Contextual Experiences To Life

Constellation believes AR is one of the top 10 disruptive technologies for the decade that bring digital business models to life.  In fact, augmented reality expands on the five pillars of digital business – social, mobile, cloud, big data, and video identified in 2010.  Consequently, four components of AR drive this shift from engagement to experiential models (see Figure 2):

  1. Interactivity improves engagement
  2. Data drives paths to decision and differentiation
  3. Visualization enables experience
  4. Context delivers right time relevancy

Figure 2. The Four Components Of Contextual Experiences In Augmented Reality

The Bottom Line: Consider Augmented Reality As A Key Driver For Future Digital Business Models

Augmented reality has progressed beyond the laboratory since the decade of work Metaio pioneered.  Customers such as Mitsubishi Electric have grown sales $60M in two years with AR for ductless units in the US.   Ikea’s catalog app is the most downloaded app in the world for its category.  Car companies such as Audi, BMW, GM, Mercedes Benz, and Volkswagen apply AR to enhance the user experience and to transform service.  Ball packaging uses AR to drive increased sales from innovative packaging.  McDonald’s powers a sustainability campaign through AR.  Deloitte’s GovLab uses AR to transform government services.

From engineering to sales, the entire life cycle of digital business can be powered by AR.  Constellation has identified 12 use cases for brands and organizations to consider (see Figure 3).

Figure 3. 12 Pragmatic Use Cases For Augmented Reality

Your POV.

Are you ready for AR? What’s your plan to achieve customer centricity? Are you embarking on a digital business transformation?  Let us know how it’s going!  Add your comments to the blog or reach me via email: R (at) ConstellationR (dot) com or R (at) SoftwareInsider (dot) com.

Please let us know if you need help with your Augmented Reality, Customer Centricity, and Digital Business transformation efforts.  Here’s how we can assist:

  • Assessing customer centricty readiness
  • Developing your digital business strategy
  • Vendor selection
  • Implementation partner selection
  • Connecting with other pioneers
  • Sharing best practices
  • Designing a next gen apps strategy
  • Providing contract negotiations and software licensing support
  • Demystifying software licensing

Related Research:

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Disclosure

Although we work closely with many mega software vendors, we want you to trust us. For the full disclosure policy, stay tuned for the full client list on the Constellation Research website.

* Not responsible for any factual errors or omissions.  However, happy to correct any errors upon email receipt.

Copyright © 2001 – 2013 R Wang and Insider Associates, LLC All rights reserved.
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Business Research Themes

Marketing Transformation, Future of Work, Matrix Commerce, Next-Generation Customer Experience

Roles

Chief Customer Officer, Chief Executive Officer, Chief People Officer, Chief Information Officer, Chief Marketing Officer

Tags

Cupertino, Ray Wang, Ray, R Wang, cloud, customer engagement, Customer Experience, digital business, digital marketing, Digital Marketing Transformation, disruptive, disruptive business models, disruptive technologies, disruptive technology, enterprise applications, enterprise apps, Enterprise apps strategy, enterprise business apps, enterprise class, Enterprise Software, enterprise strategy, event report, Future of Work, general motors, gm, metaio, mobile, mobility, Software Insider, SoftwareInsider, user conference, user event, vendor strategy, volkswagen