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AR Marketing | Fortune 100 Companies | AR Showcase in London

Author

Anders Olsen
May 06, 2024

Welcome to today's Augmented Reality news.

Hi fellow AR fans.

Today we are taking a more business-oriented approach, to how to use and integrate AR/MX.

Enjoy your reading!

Today’s Topics:

  • AR Marketing: Empowering Brands to Future-Proof through Mixed Reality

  • Over 50% of Fortune 100 Companies Employ Apple’s Vision Pro Headset

  • Dassault Systèmes Presents Augmented Reality Manufacturing Showcase in London

In the world of marketing, there's a rising trend of brands venturing into the phygital realm, blending physical and digital experiences to boost engagement.

Augmented Reality (AR) stands out as a game-changer, seamlessly integrating computer-generated enhancements into real-world environments. This democratized technology offers brands various low-cost opportunities to engage with audiences, from marker-based AR to projection AR. Leveraging AR in promotions, such as LEGO's Insiders Treasure Hunt, proves highly successful in capturing the attention of younger demographics, like Gen Z, who are inherently familiar with digital innovation.

Moreover, AR enhances consumer engagement by offering interactive experiences, as seen in IKEA's virtual furniture placement tool. By fostering emotional connections and driving tangible business outcomes like increased sales, AR presents a lucrative avenue for brands.

However, it's essential not to be blinded by the tech; AR should only be utilized where it adds genuine value, avoiding overly complex implementations. Ultimately, brands embracing AR can gain a competitive edge and forge stronger emotional bonds with their audiences.

Key points:

  • Augmented Reality (AR) merges digital enhancements with real-world environments, offering brands new engagement opportunities.

  • AR democratization enables cost-effective solutions for marketers of all sizes, from marker-based to projection AR.

  • Successful AR promotions, like LEGO's Insiders Treasure Hunt, effectively engage younger demographics, particularly Gen Z.

  • AR enhances consumer interaction, exemplified by IKEA's virtual furniture placement tool, improving the overall shopping experience.

  • While AR drives sales and brand loyalty, it should be used judiciously, avoiding unnecessary complexity to ensure audience engagement.

  • Brands leveraging AR can gain a competitive edge and foster deeper connections with their audiences, reaping the benefits of this transformative technology.

Apple's Vision Pro headset, a mixed-reality spatial computing device, has seen significant adoption among Fortune 100 companies, with over half purchasing at least one unit.

CEO Tim Cook announced this during Apple's first quarter 2024 earnings call, indicating growing enthusiasm for Apple products. Despite its $3,499 price tag, the Vision Pro has not gained much traction in the consumer market, where more affordable options like Meta's Quest line dominate. However, it is positioned to mainstream the metaverse and become the preferred choice for enterprise applications.
Unlike traditional VR headsets, the Vision Pro offers mixed and augmented reality experiences, blending real-world and digital imagery, termed as spatial computing by Apple. Enterprises are leveraging the headset for metaverse-related functions, such as medical training.

Cook hinted at an upcoming update and teased a product announcement during the earnings call, suggesting further developments beyond Fortune 100 adoption. The rumored Vision Pro 2, possibly launching in 2026, could be preceded by a less expensive model, with speculation aligning the timing of Apple's next event, "Let Loose," on May 7, as ideal for such an announcement.

Key points:

  • Apple's Vision Pro headset, a mixed-reality device, has been adopted by a majority of Fortune 100 companies.

  • CEO Tim Cook highlighted this during the Q1 2024 earnings call, indicating increased enthusiasm for Apple products.

  • Despite its high price, the Vision Pro hasn't gained traction in the consumer market dominated by cheaper options like Meta's Quest line.

  • However, it's positioned to mainstream the metaverse and become the top choice for enterprise applications.

  • The Vision Pro offers mixed and augmented reality experiences, termed as spatial computing by Apple.

  • Enterprises are using it for various metaverse-related functions, such as medical training.

  • Cook hinted at an upcoming update and teased a product announcement during the earnings call.

  • Rumors suggest a Vision Pro 2 launch in 2026, with a potentially cheaper model before that, possibly announced at Apple's upcoming event "Let Loose" on May 7.

For example, more than half of the Fortune 100 companies have already bought Apple Vision Pro units and are exploring innovative ways to use it to do things that weren't possible before.

Image source: Dassault Systèmes AG

Dassault Systèmes unveiled an augmented reality (AR) installation in Piccadilly Circus, London, showcasing the technology's innovative applications in supply chain manufacturing.

According to ABI Research, the global AR market is projected to exceed $175 billion by 2026. Unlike virtual reality, AR enhances existing reality by integrating digital objects and data. In manufacturing, AR enhances worker accuracy, productivity, and safety by detecting faults, optimizing maintenance, and streamlining procedures.

Dassault Systèmes, known for developing advanced 3D software, highlights AR's impact with a 780-meter screen in Piccadilly Circus, displaying three-dimensional videos created using virtual twin technology. The campaign, in collaboration with Ocean Outdoor, includes a smartphone app allowing users to explore a sustainable Piccadilly Circus, learn about virtual worlds, and share experiences on social media.

Key points:

  • Dassault Systèmes introduced an AR installation in Piccadilly Circus, London, showcasing AR's applications in supply chain manufacturing.

  • Global tech market advisory firm ABI Research projects the AR market to exceed $175 billion by 2026.

  • AR enhances existing reality by integrating digital objects and data, unlike virtual reality which immerses users in a wholly digital environment.

  • In manufacturing, AR boosts worker accuracy, productivity, and safety by detecting faults, optimizing maintenance, and streamlining procedures.

  • Dassault Systèmes, known for advanced 3D software, employs virtual twin technology to create three-dimensional videos displayed on a 780-meter screen in Piccadilly Circus.

  • The campaign, in partnership with Ocean Outdoor, includes a smartphone app allowing users to explore a sustainable Piccadilly Circus, learn about virtual worlds, and share experiences on social media.

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