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By Aldana Aón, Head of Marketing Communication Wayra Argentina, Chile Peru
The current context of the pandemic, the limitations of interaction and the number of people in stores have exponentially promoted technologies that propose solutions and transform the consumer shopping experience. One of them is that Augmented Reality (AR)A solution that allows digital elements to be added to the real world, creating a new dimension and new opportunities for exploration. This makes it one of the technologies with the greatest potential for growth and innovation.
Reporter Linker, in his post Global Mobile Augmented Reality (MAR) Industry, estimates that the mobile augmented reality market will close at $ 10.7 billion in 2020 and reach $ 230.6 billion by 2027, an annual growth rate of 55 percent. Without a doubt, this technology based on Facebook, Snapchat, TikTok, and Amazon will be an important resource for businesses and become a global phenomenon.
One of the most profitable industries that have incorporated this technology into their processes is advertising. It’s not a “wow!” When you can view products in 3D and have amazing experiences interacting with brands. To become a solution that delivers results and good performance metrics especially in the last few months when stores have been forced to close their doors and the most realistic way to approach a product is augmented reality.
One of the main advantages is that it does not require any hardware (other than the cell phone) or a downloaded application. Consumers can access it directly from their web browser, removing barriers to entry and increasing integration opportunities. The results are extremely encouraging for conversions.
With the advent of 5G, it is expected that the immersive technology industry will improve as connectivity in mobile devices is improved and latency is significantly reduced. The user experience while browsing this type of content will be much more satisfactory. Enable real-time data flow.
A big novelty, recently revealed with the launch of the iPhone 12 Pro, where Apple introduced LiDAR (Light Detection and Ranging) technology, a scanner that understands the world around us and creates an accurate depth map of the scene that allows Scanning of objects and rooms as well as the precise placement of augmented reality objects in the user environment opens up a new creative dimension to increasingly connect the digital world with the physical world.
In the same week, Amazon launched its app to scan the QR codes included in their shipping boxes to bring new interactive experiences to their consumers.
The most important augmented reality markets are in China, the USA, Japan and Germany. In Latin America we have companies promoting this technology, such as CamOnApp, a startup that is part of Wayra Venture capital Telefónica Movistar, which scaled its technology worldwide during the pandemic by providing solutions for brands to create shopping experiences, improve advertising campaigns, communication promotions and sales strategies.
The startup managed to spark interest in e-commerce companies, automotive, mass consumption, beauty, machinery, interior decoration, home appliances, art, technology and fashion by increasing purchase intent and reducing operational and logistics costs while developing virtual ones Dressing rooms, the brands continued their business by offering the consumer a practical and innovative alternative to see a real sample of the product.
In view of the interruption of events and the search for further entertainment experiences, CamOnApp was recreated from virtual installations to actions with Gamification or any immersive content from Branding This encourages participation and dissemination of the event, but from home and only with mobile devices.
Today more than ever it has become more important to support key sectors, innovations and the integration of new technologies such as augmented reality. You can help digitize small and medium-sized businesses, solve problems in processes, open up business opportunities, and most importantly, to adapt to this new scenario in which the virtual world gained importance.