Augmented reality blends out the line between the real and the digital world and gives customers the possibility to be more intensely and vividly involved. The core advantage of this technology is that the hardware (phones and tablets) is available for everyone, and the usage is intuitive and understanding. The latest market study provided by Juniper Research shows that total AR market value will increase up to $26.1 billion by 2022. Due to the global technology explosion, software improvements and the prevalence of wearable devices, Juniper predicts extending interest in the features of Augmented Reality among businesses.
Source: https://www.juniperresearch.com
AR benefits for business
All companies share a common goal of getting customers to use their service or purchase their product. To do this, businesses have to educate users about their products, engage meaningfully with potential clients and create lasting connections for future commerce. AR is able to satisfy all these needs since its framework is very intuitive in nature and operates simultaneously with real-time environment. Augmented reality more deeply engages customer senses by immersing them in enhanced environments via digitally altered venues particularly involving visual, auditory and touch. With the mobile versions of Google’s ARCore and Apple’s ARKit, millions of users are walking around with an augmented reality-capable device in their pockets.
What industries use Augmented Reality?
Immersive technologies offer new opportunities for a vast amount of markets and spheres, among them design, e-commerce, real estate, healthcare, and even manufacturing. Let’s take a deep-dive into use-cases, which we are considered as the most promising ones.
Augmented Reality in job training
Traditionally, AR and VR are preferred by employers around the world for hands-on training and education processes. In the hospitality industry, service staff is guided on how to properly complete their duties. For complex manufacturing scenarios, factory workers trial equipment maintenance using AR, without any real risk. For example, to increase the efficiency of installing its devices, CISCO ordered a customized AR app to let technicians launch virtual demonstrations straight from the devices. Due to this innovation technicians could see how to install various parts of the machine in an AR overlay on top of a physical device. Experience eliminated the need to read manuals that increased installation efficiency by 30% and accuracy on first use by 90% according to CISCO research.
Augmented Reality in e-commerce
The main reason businesses are using AR in e-commerce is that it generates greater engagement with their brand. Surveys show the likelihood of a successful online sales conversion is about 40% if a consumer is able to view the product in AR. For this reason, retailers have already integrated AR technology into customers’ in-store experiences. For instance, Lacoste created the LCST Lacoste AR mobile app that allows users to try on shoes virtually. So, prospective customers aren’t just looking at your content – they’re interacting with it.
One more example: in 2017 L’Oreal and Perfect Corp. announced their partnership and integrated makeup collections from L’Oréal brands worldwide in AR app called YouCam Makeup. This collaboration offers hundreds of millions of customers the opportunity to virtually experience makeup collections, learn about the products, and shop through the app or instore. This made the app incredibly popular, with over 3,6 millions of users on Android and over 65,3K ratings in the App Store.
Augmented Reality in healthcare
Immersive technologies have an aptitude for changing medical and healthcare industry. From brain operations to reconnecting blood vessels, research groups around the world are applying AR solutions at work. In addition, AR is used for teaching medical university students. Human Anatomy Atlas is an app that lets students explore the body to understand how it works. The app shows 3D models of a human body and allows students to rotate and interact with them. Human Anatomy Atlas provides more than 10,000 anatomical models and multi-language description. The app also has a test bank for quizzing to help students check and improve their knowledge.
Augmented Reality in marketing
Companies are developing computer-generated graphics that are superimposed with real-life scenes to add a new dimension to marketing. When considering mobile AR, the market value for marketing and advertising is worth over $1.09bn. The virtual try-before-you-buy approach that shows products in the context of how they will actually be used, is an ideal use case of how AR makes marketing more efficient. In addition to this part, Augmented Reality offers the opportunity to deepen the digital storytelling experience. It definitely helps to satisfy the craving of audiences to get closer to the story. In cooperation with Historical Museum of the City of Krakow we have launched AR app called Pastguide that creates a 3D visualization of the Main Market Square in Krakow from the times of King Casimir the Great (the 14th century). This project received Galileo Masters award and became popular among tourist service providers.
Augmented Reality in manufacturing
Training, product development, complex assembly, logistics, quality control, maintenance – all of these fields companies are getting benefits from AR implementation due to increasing productivity and reducing errors.
When it comes to warehouse organization, employees have to multitask to manage orders and regular duties. With emerging AR technologies, however, the same workers can simply tap into a connected system that tells them exactly where products and goods are, allowing them to work at a much faster pace. DHL reports that thanks to integrated AR solutions, their employees can simultaneously scan items and register the whole process, which allows updating inventory in real-time. In addition, such systems reduce the amount of time required to train new employees, as well as bridge any language barriers with expat workers.
Thyssenkrupp (German multinational conglomerate) incorporated HoloLens solutions to make the design process more personal for customers and to reduce turnaround time. The digitization of sales and manufacturing has reduced delivery times by 400% due to AR.
Augmented Reality in construction
Advanced construction firms are already using AR in construction modelling to save their time and budget. This technology allows engineers and contractors to build the right thing at the first attempt and helps to significantly improve different aspects of the construction process. Immersive solutions in construction and architecture projects involve placing a 3D model of a proposed design onto an existing space using mobile devices. Moreover, it doesn’t require high costs. AR applications are accessible for companies of different project budgets and requirements due to ready-to-use apps such as Virtualist developed by our team. By installing the app on the smartphone or tablet, you can hold it in indoor and outdoor locations and prototype your imported designs and created scenes.
The most important benefit of using AR is the opportunity to give a client a sense of scale that isn’t possible on a computer monitor or paper printed drafts. Additional benefits of using AR in construction and architecture can be found in our blog.
How will augmented reality (AR) affect your business?
According to Digi-Capital’s recent report, AR applications can reach 3,5 billion installed base within 5 years. With the evolution of mobile apps, we can see virtual images in real context while also staying connected with these objects, and interacting with them. All you need is a camera of your device.
Here are a number of advantages that businesses can derive by using AR apps:
since the technology is still new and noticeable, it allows you to surprise customers and attract more attention to your company;
more active interaction with the brand due to the high interactivity and involvement level;
the possibility of a higher level of personalization compared to using the usual content;
increasing employee training effectiveness through work processes visualization;
sales growth due to eliminating doubts regarding the practicability of purchase.
Virtual Reality enables customers to experience previously inaccessible environments and is considered as extremely valuable in various industries, from gaming to spaceship construction. This technology can significantly reduce prototyping costs and speed up time to market. When it comes to VR in businesses, we are talking not only about revenue growth but also about maintaining since the late entry into the market often makes it difficult to catch up. Besides, VR cut automation costs by decreasing the manpower required to oversee warehouses and assembly lines and enables more efficient training sessions for employees who are working either with operating machines or fully simulating scenarios with virtual customers.
Below, you will find more examples of VR benefits for different business areas.
Real examples of how you can expose a business to VR technology
1. Audi: a better way to sell cars and attract new customers
Audi has launched a virtual reality-enabled Audi Customer Private Lounge (CPL) at their in Gauteng, bringing the brand in line with global trends and offering an innovative retail solution which allows potential buyers to customise the vehicle of their choice. Digital technologies like the VR headset and 75-inch screen allow sales managers to present the entire Audi model range, including all specifications, equipment options, colour combinations, packages during the customer sales dialogue. More than 400 Customer Private Lounges or digitalised consulting suites are already operating in Audi dealerships around the world.
2. Virtualist: reduce business travel expenses due to Remote 3D Workplace
Industry data suggests that 445 mln business trips take place each year, and on the average international trip companies spend 2,600 USD per person. With a virtual reality meeting, managers, freelancers and remote workers can conduct an actual face-to-face meeting without leaving their apartments or offices. To make it real, all participants should have just VR helmets and installed application. Moreover, Virtualist app can be used as an ideal tool to review architecture and design projects remotely.
3. The New York Times: take your marketing and social engagement to the next level
One of the most popular American newspapers launched its virtual reality application called NYT VR, distributed one million disposable Google cardboard VR headsets to its subscribers, and published its first 360 video that tells the story of displaced children. This wasn’t created as a marketing campaign, but in fact, it became the biggest ever project for Cardboard. The VR app was downloaded more times in its first few days than any previous New York Times app. Apart from it, The New York Times has won the Entertainment Grand Prix at the Cannes Lions International Festival of Creativity for its virtual reality work.
What industries are using Virtual Reality?
No matter what kind of business you’re running, VR solutions can be effectively applied everywhere. More and more industries have started implementing transformative behind-the-scenes applications for VR. The price cut is accelerating the types of changes we’ve already seen in fields as diverse as education, automotive, retail, tourism, real estate, recruitment, sports and others. In a picture below you can notice that engineering and healthcare are considered as the most booming industries for VR adoption.
source: architosh.com
It’s not surprising if you take into account the fact that 53% of adults would prefer to buy from a brand that offers VR functionality. Let’s take a look at some examples.
VR for Architecture
Communicating design intent and conveying space to non-technical customers has always been a challenge for architects and designers. Architects have been using 3D models for years but using immersive tools allows them to understand and explore the space at the deepest level possible. The most immersive and effective solutions are ones that empower professionals to fully navigate 3D models. Using VR application, a client interacts with the design and makes changes as he wishes so you no longer need to go back and forth with project changes. There are many benefits attached to moving architectural practices into a virtual environment. Here are a few of them:
The best space visualization of unfinished or remote projects
Change design in real-time
Better collaboration between stakeholders
Lower cost of implementation
VR for Construction
Prototyping is another way VR advancement is changing the way we work. It’s not the secret that every business wants to cut costs, if possible. However, nowadays no new buildings, cars, phones, electronic devices and other high-tech products are created without a detailed mock-up. Virtual reality enables construction managers and foremen to see how the next phase of construction fits into what they already constructed. Industrial designers can use immersive technologies to showcase their plans and get input from consumers. As a proof, Build Change that constructs buildings all over the world including disaster-prone areas use VR to help onsite stakeholders understand the project needs during the planning phase. Additionally, they use it to ensure remote employers can view progress and provide input throughout the construction phase. The main benefits of VR for constructors are similar to the described in a paragraph above:
Streamline collaboration between stakeholders
Improved client’s experience
Time savings
Complexity Reduction
Improved training safety
VR for Engineering
High-fidelity VR systems already exist in such corporations as Caterpillar, General Motors and Ford Motor Co. At Welsh Water, not-for-profit company which supplies drinking water to Wales and England, VR projects virtual images to provide a 360° view and allow designers, engineers, and architects to visualize space more efficiently, and particularly, to design its water and waste water works. The costs for this were recouped on the first project and is now being applied to 50 more projects. That case shows us the following advantages for companies who have already applied VR at work:
Cost savings
The accuracy of projects
Safety Increase
Complexity Reduction.
How to pick the right business software tool for VR?
If you are not looking for ready solutions and want to create VR scenes just by yourself, you can choose between primary game engines such as Unity, Unreal Engine or CryEngine. For inexperienced users those tools might seem complicated to use, thus, the market offers plenty of user-friendly apps with a more intuitive interface. One of the simplest examples to try VR is the Virtual Desktop app: you just need to slip on a supported head-mounted display, and the Windows desktop appears before you, floating in space. The VR wrapper supports web browsers, video streaming, and even some types of software. More advanced solutions such as Virtualist app can help you build the whole scenes using simple solids, import 3D models from the web or from any other standard 3d authoring tool.
The application can be used either by engineers, designers, constructors as it mentioned above in the article or by managers who would like to try a new form of business conferencing and organise a meeting in a virtual space.
Augmented Reality (AR) and Virtual Reality (VR) is changing our daily lives faster than it could be predicted. According to market intelligence firm IDC, worldwide expenses on AR and VR products and services will be up 69% this year, and the total annual growth over 5 years will increase to 70% from 2017 to 2022. So, what else do the forecasts tell us and why should businesses take a closer look at XR (Extended Reality)?
While consumer spending on XR is and will remain the largest part of the market, it is expected that it will grow at a slower pace than retail, manufacturing, government, and wholesale technology spending. Nevertheless, Virtual and Augmented Reality has the potential to become the next big computing platform, according to Goldman Sachs Research. They predict that the industry can reach a value of $80 billion a year ($35 billion software and $45 billion hardware) by 2025. Despite the fact that forecasts in different sources may vary, they all show the main – a huge increase in the next 10 years, and all studies show a cumulative annual growth rate of 40–80%.
Bigger players – bigger bets
Many innovative projects have shown the world that Extended Reality has a good commercial value and potential for the future. Large enterprises are witnessing the growth of AR/VR and planning to develop their future projects. The list of companies that invest hundreds of millions of dollars in the development of AR and VR, includes the leading global corporations: Facebook, Google, Microsoft, Sony, Samsung and others.
Apple’s CEO Tim Cook has often expressed his interest in Augmented Reality and his belief that the technology would eventually shape our lives. Recently the company applied for a patent on a mixed reality headset that includes a number of sensors to track eyes, gestures, and facial expressions.It’s just one of Apple patents, and like others, it indicates that Apple is broadly examining how AR might translate from phones to glasses. In March, Apple analyst Ming-Chi Kuo estimated that the company may start to produce its headset by Q4 of this year, and then publicly introduce it in 2020.
Worldwide race
Tim Cook and Western companies are not the only one to see huge potential in Extended Reality. Improvements in technology have significantly affected the development of Augmented Reality and Virtual reality in areas around the world, including in the Asia-Pacific region.
Digi-Capital’s AR/VR Analytics Platform that tracked over $5.4 billion AR and VR investments in the last 12 months to Q2 2019, shows that Chinese companies were raising 2,5 times more dollars (or yuan) from their North American colleagues. Global deal value, or dollars invested, was up in the second quarter of 2019 over the previous one, driven by large late-stage deals on computer vision/AR.
Although the US beat China in VR/AR revenue last year, forecasts indicate China may surpass the States soon. The research mentioned before from Digi-Capital also shows that by 2022, China could take more than $1 of every $5 put toward these technologies. It is worth noting that governmental support is propelling this AR and VR growth in China. Last year the Chinese government has released a document entitled “Guiding Opinions of the Ministry of Industry and Information Technology on Accelerating the Advancement of the Development of the Virtual Reality Industry”. Briefly, it states that the government wants to see growth in all the areas that concern VR. It means that here we are not only talking about manufacturing headsets but also about innovating the technologies for what concerns data processing, 3D modeling, motion capture, localization and so on.
Although China has a leading position in the Asia-Pacific region, other countries (e.g. South Korea or Singapore) are not content with trailing far behind.
Why should brands invest in VR?
There is no doubt that VR and AR will continue to grow, and brands that ignore this fact will be at risk of being left behind pretty soon. Extended Reality provides businesses with a technology that assists with a variety of internal and external tasks: helps them save on an array of business costs, enhances marketing campaigns, and provides new visualization and design opportunities for product development. According to research provided by Accenture, XR is boosting employees’ productivity through human + machine collaboration.
On average, 21% of working time could be augmented by the use of XR.
As you can see below, this share can increase to 30% in healthcare and social services, manufacturing and construction.
Source: Accenture
If you’re doubting how beneficial investment in AR and VR could be to your business, consider the following ways you’ll get a return on those types of investment:
Improve remote collaboration and business meetings. With access to VR technology, employees and business partners no longer have to be connected with geographic boundaries. The technology allows employees who are working remotely to be in the same virtual room, which increases employee engagement, communication and collaboration. It also expands the opportunities available to enterprises and reduces/eliminates the cost of moving.
Strengthen consumer relationships. Virtual reality enables an entirely new interpretation and expression of the brand thanks to building deeper levels of human connection and cultural empathy. Touchstone Research put it in numbers. Brands that invest in VR are more likely to go viral. Brands that invest in VR are more likely to become viral. 81% of consumers using VR tell their friends about it. On YouTube, 360 videos have a browsing speed of 28.81% higher than fixed video. The clickthrough rate for VR reaches 4.51%, compared to 0.56% CTR for fixed video.
Take prototyping to the next level. Consider how much of your budget goes to supplying or replacing expensive hardware for employees. VR can eliminate these expenses by allowing you to create a virtual office with screens, boardrooms, and presentation spaces. Proper software will definitely reduce your operational costs and time. For example, Virtualist app allows creating a shared virtual space just in 3 steps. In architecture and design, where the decision-making process is crucial, virtual models and prototypes bring several advantages. While standard 2D designs may look acceptable on paper, nothing compares to giving clients a virtual tour where they can experience an interactive visual representation of the final product, and see the real scale. By using it at a proposal meeting, a designer or engineer can put the client into VR or AR and walk them through the critical aspects of the design.
As VR and AR both continue to prove their worth at reducing risks and costs, we are going to notice an increasingly rapid pace of investing in other industries involving work with expensive tools or demanding conditions the coming years.
