New opportunities along the entire customer journey

The game "Pokémon Go" caused a huge hype in summer 2016: over 500 million people worldwide downloaded the app and used their smartphone or tablet to hunt for the virtual mythical creatures. The game was developed by software company Niantic and is based on the principle of augmented reality, using the Global Positioning System (GPS) and real-time localization to determine the player's location data and position them virtually on a map based on Google Maps. The game is played within the reception range of the GPS signal, i.e. usually outdoors, and uses sights, landmarks and conspicuous objects in the physical world to create a virtual game world.The technology has been around for a long time "Pokémon Go" is just one example of how augmented reality can be used. The technology itself is nothing new and has been used since the dawn of the smartphone era. What is currently changing is the hardware and software used. Previously, augmented information was displayed on a smartphone or tablet based on location data or so-called markers, but the next generation of augmented reality hardware, above all the Microsoft HoloLens, no longer requires such markers. Instead, the augmented reality glasses automatically measure the entire room and the virtual objects are placed in this three-dimensional coordinate system. "This approach is more precise than GPS data and less error-prone than the variant with markers. In addition, the user can move freely around the room without having that particular marker in their field of vision," explains Roger Lüchinger, Managing Director of Smartfactory. His company specializes in the development of augmented reality solutions, among other things.new possibilities for marketingAugmented reality also opens up a wide range of possibilities in marketing - along the entire customer journey. "Let's take the simple example of descaling a coffee machine," says Lüchinger. "Augmented reality guides me step by step through the various processes and I can see and hear what I need to do and when, without having to dig out the instructions first. Or I can order the right descaling tablets directly via the AR glasses if I run out. "Swisscom recently implemented an interesting case. Every year, Swisscom invests millions in the expansion of its fiber optic network. However, this network is largely invisible to consumers and the most you can see is a gray plastic box in the basement containing the fiber optic cable to the house. With the "High Speed Tour", Swisscom launched an experience tour in the basement of the "La Werkstadt" coworking space in Biel in September 2016, which uses augmented reality to make the various fiber optic technologies visible and tangible. "At the moment, tablets are still being used as part of the staging, but the next step is to bring the experience to AR glasses," says Lüchinger.Timing and acceptance as a challengeHow much will augmented reality shape our future? "The new AR glasses are not yet ready for the mass market," says Lüchinger. "Prices first need to fall and things like battery life, field of vision, colour intensity and handling need to be optimized. Nevertheless, marketers already have the opportunity to benefit from the current buzz on the topic and demonstrate innovation with an augmented reality showcase at events or trade fairs, for example." According to Lüchinger, acceptance is also a major challenge. "People still don't know how to deal with people wearing AR glasses - they know that the person sees more than they do, but not exactly what." Google also had to painfully realize this three years ago when Google Glass was launched. n