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BEST PRACTICES & STRATEGIES

Make use of the full potential of AR

Most executives make their decisions based on the would be around 900,000 at the turn of the century.
perspectives, trends and cycles that are already known Through the connection to the Internet, however,
today. However, this view carries the risk of thinking too smartphones market growth was simply unconceivable.
linearly and of missing out on the crucial innovation Furthermore, the smart devices not only became
point. smaller, cheaper and got more battery life, but kick-
started a series of hitherto unimagined applications,
Augmented Reality (AR) transmits digital information company successes and a completely new user
about the physical world with a smartphone or a routine, nobody could foresee.
headset. And as virtual reality enters a commercial
phase, the practical value of AR has become more The convergence between mobile and data analysis is
significant to business, raising the question what can be another example of innovative technologies. Due to the
expected in the years to come. willingness of users to provide data and the use of
mobile apps, the collection of user data became an
Fact is that it is worth to evaluate the ways in which AR important field to derive insights for the own business.
will advance the business world in the future and we Today, mobile user data has an estimated value of $50
should think broad while doing it. How about starting by billion, but that fact shouldn’t fool you to focus on this
looking at the many other technologies AR is linked to? area only, since you would risk to quickly miss out on
The Internet of Things (IoT), 3D printing and machine newer technologies.
learning, for instance, capture the added value of AR
you might want to consider to be ahead. History shows that the future of AR is probably not
determined solely by falling prices, smaller formats or
Learn from past innovations faster performance. In combination with other
techniques such as IoT, 3D printing and machine
The smartphone proved that no forecast could predict learning lies currently AR’s most promising potential.
accurately the triumph of mobile technology. McKinsey,
for instance, estimated the market for mobile phones

14 April 2018 - Strategic Social Media & Augmented Reality (AR)