One of the biggest challenges facing augmented reality companies right now is to build an effective network of augmented reality companies, a community that can give your company an edge over the competition. Here are the top five recommendations for getting started in this competitive field:
“Augmented Reality is a technology: It’s not a business,” said Joe Belfiore, VP of Global Media at Google. “There is a misconception that this means creating more products or services to provide users with the benefits of being able to look real-world objects through a device.” There were no shortage of examples of impressive augmented reality advertising campaigns and case studies of innovative augmented reality apps.
“We are seeing that companies are starting to develop augmented reality applications for their own internal use rather than as a way to sell to consumers,” says Jeff Bostic, VP of Product Management at Intel. “The most important thing to keep in mind is to think of it as another form of entertainment – something that people are used to and are comfortable with. This will help bring the functionality from a company into a user’s life on a more regular basis, which is important in today’s marketplace.”
“We’re currently seeing a growth in apps that use AR technology to create new ways to use your existing products and services,” says Rob Schafer, VP of Business Solutions at Cisco. “AR is going to change how people use their technology for years to come, and we believe it will make the devices more intuitive and more useful for users.”
“The first step is having a conversation with all of your vendors and developers about where they see the future of augmented reality,” says Andy Fenton, director of brand marketing at Adobe. “Your customers have to understand where you are going and what you’re planning to do. Without a clear understanding of where you’re going and what you plan to do, it will be very difficult to create meaningful conversations around your augmented reality solutions. in the market place.”
“When you talk about augmented reality, you’re talking about integrating all of the technology together,” says Paul Merson, CMO of Microsoft. “The way people get to utilize their digital devices to interact and see the world in real time, rather than simply relying on a mouse and keyboard, will have a profound impact on the way they interact with your brand.” “When you put that together with a smart phone and a camera, the user gets an unprecedented level of visibility into your brand,” says Fenton. “For example, when they are in a store, or on vacation, they can see the real world through the lens of your app – a much more personal way to experience your brand than you can imagine.”
“We are seeing a growing trend of augmented reality companies offering their technology for free to start-ups and small businesses,” says Tom Biro, senior vice president of marketing at Intel. “We are seeing more companies creating tools for developers who need to leverage their creative juices.” “We also have been seeing some amazing success stories of app developers creating incredible apps for free that have shown tremendous results for users – in terms of consumer engagement and sales.”
“In the last few years, augmented reality has become very easy to access on mobile devices that run on iPhones, Android, Blackberries, Blackberry phones and the likes,” says Ben Woodard, VP of product management at Niantic Labs. “You should have a mobile app team that can take the best parts of your augmented reality service and leverage it with your other apps to create an experience for your target audience that is unique.”