Augmented Reality: Mobile Marketing infusion

* Real-time enhancement of reality, connecting the “offline” world with the “online” world.
* Real-time creation of a more integrated experience between those two worlds.
* Real-time enriching our surroundings with meta-data through our mobile devices.

I do believe these are the oppertunities and purposes where Mobile Marketing and the role of mobiles devices have been waiting for, enabled by: Augmented Reality.

Augmented Reality is defined as follow on Wikipedia:
“Augmented reality (AR) is a field of computer research which deals with the combination of real-world and computer-generated data (virtual reality), where computer graphics objects are blended into real footage in real time. The term is believed to have been coined in 1990 by Thomas Caudell, an employee of Boeing at the time.
At present, most AR research is concerned with the use of live video imagery which is digitally processed and “augmented” by the addition of computer-generated graphics. Advanced research includes the use of motion-tracking data, fiducial markers recognition using machine vision, and the construction of controlled environments containing any number of sensors and actuators. [...]“

Mobile marketing has been predicted to be a -future- trend. Looking at figures released by eMarketer and other firms, mobile is growing, advertising budgets and the usage are on the rise.
Still, I don’t think mobile marketing has found its true destiny and purpose.
Thinking in terms of SWOT- and Five-Forces-analysis, the PLC etc, there are challenges to overcome like the regulatory and infrastructural restrictions, substitutes, changing consumer behavior and so on.
Is the value proposition of mobile usage optimal and significantly differentiated?

But what if the mobile device is going to provide new experiences, integrate and enhance the two worlds in a much more relevant, useful, entertaining and unique way, powered by Augmented Reality? 

It will infuse business oppertunities, mobile usage and its value proposition and the benefits / needs of a  real-time connection for the mobile users.
Fundaments must be set in motion to advance this innovation cycle, which is already happening of course.
Just a few examples:
* Apple is going to allow developers to release Augmented Reality applications when iPhone OS 3.1. is rolled out,
* Investments in technology and applications by innovative companies (f.e. look at the initiatives by AT&T) and
* The 27 telecom ministers of the European Union have agreed on new laws which will arise a bigger mobile market.

Many fields and industries can benefit from Augmented Reality and the unique experiences it will create for their users , think about industries like gaming, real-estate, travel, GPS, retail, and many more which can tap into the seemingly endless creation of applications (through mobile).

Universities and innovators are already working on applications, below you’ll find three examples, the first one relates to GPS, the second is a great real-estate application and the third is a social tagging service.

What is your opinion and view on Augmented Reality in relation to Mobile Marketing?

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  • http://www.siggyvolgt.nl Erwin Sigterman

    This will change the mobile world in 2010. I got a lot of ideas in my head for the leisure branche!

  • http://www.glcuccureddu.com Gianluigi Cuccureddu

    Hi Erwin,

    Yes it certainly will.
    You too? :) Leisure industry will massivly benefit from Augmented Reality.
    You already developed applications or in the idea-phase?

  • Francesco Cuccureddu

    I see lots of possibilities for the music industry to develop new revenue streams and applications. Direct revenue from sales are decreasing and the Web is not going to add much hope in revival of this income. Also, Augmented Reality can add lots of experience and emotion which is of course the basis of music.

  • http://www.siggyvolgt.nl Erwin Sigterman

    I am disussing the ideas with a friend of mine. Visiting cities will never be the same: POI and directions are just a few inches away (through your mobile)!

  • http://www.glcuccureddu.com Gianluigi Cuccureddu

    POI, directions, tourist information, background information, social tagging, geo-tagging and much more.

    The article on your site on face-recognition Augemented Reality offers lots of potential. Online-offline profiling!

  • http://www.glcuccureddu.com Gianluigi Cuccureddu

    Hi Carolyn,

    I guess you’re referring to mobile marketing applications in general and not neccesarly to augmented reality applications?

    Mobile marketing is certainly “mainstream” and not only for the Fortune 100 firms.
    There are though obstacles which prevent mobile applications and development to go really mainstream, one example is the lack of mobile technology standards and their implementations. This challenges the positioning and and quest for a target audience which should be big enough.
    Other challenges are development costs and focus on mobile in its infancy phase which could prevent reallocation towards mobile applications (even by innovators/early adopters), a Forrester research from 2008 presented that 53% of SMB’s are prioritizing mobile support tracking which is only slightly behind enterprises’ prioritization.

    With regard to utilizing mobile applications to the B2B sector, think of raising efficiency by having monitoring & notifications tools on your device.
    Think of logistical applications to keep track of products etc on-site, decentralized without having to check with homebase, mobile product information management systems, all towards time-efficiency & cost-reductions.

    Other applications which I’ve heard are of course the hyper-connectivity and the central place which fulfilled by mobile devices. Managers, CEO’s and so on, are much on the way, mobile devices will become good extensions with quality apps to continue working.

    The B2B sector will hugely benefit from mobile development, also SMB’s.

  • http://gigantico.squarespace.com Chris Grayson

    I’ve been covering Mobile Augmented Reality extensively at my blog, GigantiCo.
    http://gigantico.squarespace.com

    I invite you to come over and have a read.

    cheers,
    Chris

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