You can't call it fun for fun anymore. The development and integration of AR applications allows businesses to use the marketing budget much more effectively. The development of the technical capabilities of electronic devices and their increasing speed has made augmented reality accessible to a wide audience, and now the visibility, spectacular visual techniques and viral potential of AR applications can increase the return on investment in brand development not by a percentage, but by a multiple.
But let's look at the most unexpected exama that created not just a wow-effect and a General, albeit mass," excitement " of the ether, but really brought benefits, found application in solving everyday issues of everyday life and comfort, in education, social work and security. Thanks to the introduction of augmented reality, when solving business problems, consumer loyalty to the brand and product has increased, contact time with the product has increased, efficiency has increased during briefings and training, and after interacting with augmented reality, customers are ready to pay more for a product with AR.
Retail: Lowe's chain of construction stores
Lowe's is among the top 10 innovative companies in the United States in 2018. The company sells household goods that facilitate the solution of everyday issues to its existing regular customers, and offers them to potential customers. First of all, the company was focused on solving one fairly neglected problem: the network, every year, lost about $ 70 billion due to the fact that potential customers could not decide and choose the moment to start home improvement. Clients feel a clear need for an emotional catalyst, because they simply can't imagine what kind of result they are waiting for.
With the advent and spread of spectacular augmented reality applications, and the increasing popularization of augmented reality technologies, the company immediately began developing an AR-based project that was designed to solve this problem. Give consumers a picture, a vision of the future that will bring their activity and more decisive actions for improvement and improvement of comfort in everyday life.
The project “Holoroom How to AR” was released, which allows clients to learn basic skills of independent work in the conditions of immersion in AR/VR space. With the help of ”Holoroom How to AR", as well as the VR controller, customers received appropriate instructions and the opportunity to learn some finishing work, and most importantly-to see the real result. The company's research has shown that people remember 40% more information after completing AR training. 9 out of 10 clients said that after AR training, they became more confident in their skills in the real world.
The company did not stop there and released its own application based on augmented reality technology, which allows you to turn any smartphone into a virtual roulette for measuring the distance or size of an object. Also, this application generates three-dimensional models of the company's products to visualize the type of potential purchase, directly at the home of a potential buyer.
The company's research showed that customers who used AR to visualize the company's products bought the product 2 times more often than those who did not.
Real estate: JJL'S 3D portfolio
Jones Lang La Salle provides real estate brokerage services, as well as management, consulting and financing in these matters. At the disposal of JJL’S nearly 300 corporate offices, operates in 80 countries around the world. The heads of the company came to a firm decision to use augmented reality for 3D visualization of real estate objects at a scale of 1: 1.
This solution allows for individual customization of the finish. In simple terms, using the augmented reality app from JJL'S, potential customers can not only get to know objects ”live", but also pre-change the interior and decoration of the room. For example: wallpapers, blinds, furniture, windows, etc. The company's Goal is to create the world's largest real estate portfolio, accompanied by AR support.
Health. London National College of surgery at hospital of St. Mary's Magdalen?
The London National College of surgery at hospital of St. Mary's Magdalen is one of the first medical institutions to use augmented reality for healthcare purposes in an effort to help surgeons improve their performance. The consultants demonstrated how surgeons can use AR for operations on patients who have undergone reconstructive operations on the lower extremities. This was made possible by augmented reality, when interacting with a hologram of a real part of the body. Augmented reality technology overlays it with a CT scan image that indicates the location of the body's bones and blood vessels.
When patients suffer tissue damage or have open wounds resulting from a car accident or other injury, surgeons are tasked with performing reconstruction. They, using flaps of tissue (including skin and blood vessels) taken from other parts of the patient's body, are able to cover the wound, create conditions for healing the injury. It is extremely important to connect the blood vessels of the transplanted tissue with the blood vessels in the damaged area. The traditional approach is to use a hand-held ultrasound scanner to determine the location of blood vessels based on blood pulsation, but this approach only allows you to determine the approximate location. Augmented reality provides a more accurate and faster way to search for blood vessels, allowing surgeons to essentially see through a limb. According to the results of the study, the use of augmented reality technologies can reduce the time that a patient spends under anesthesia, reduce the likelihood of error or eliminate it.
Founded at the University of Manchester, C4XD is one of the largest companies in the world that specializes in drug research and development. At the core of the advanced innovative technologies that C4XD uses is augmented reality.
Traditionally, drug manufacturers have worked with static models. But, in early 2018, the company started using its own AR (augmented reality) tool to help scientists imagine the structure of complex molecules, from the inside out.
Augmented reality allows scientists to go inside the molecule, see how it functions and reacts to stimuli.
C4XD pharmaceutical chemist Andrew Novak couldn't hide his delight: "Augmented reality brought a stunning effect to my vision - suddenly, molecules became part of my world, and I was able to manipulate them in space, at arm's length…".
According to the company, the use of augmented reality technologies will reduce the number of errors and significantly reduce the multi-year cycle of drug development. This will allow C4XD specialists to develop and discover new medicines and medical products faster and more accurately.
AUGMENTED REALITY IN REAL ESTATE
When purchasing a product that has not yet been produced, the consumer experiences stress and doubts. The inability to touch, see, or taste the product is a significant obstacle to buying :) Another thing is when you have a visual 3d visualization of the object in front of your eyes. It allows you to see a house that has not yet been built, get used to it, consult with knowledgeable and interested people, and finally imagine yourself as its owner, at least virtually.
AR technologies in advertising: alcohol is on air again
The alcohol producers were a little discouraged when their ad was taken off television. The elaborate images and concepts went to the trash can. Label design and audio ads in grocery stores were all they could count on. Until recently. The world is changing, sometimes for the better. AR technologies - augmented reality technologies - came to the aid of manufacturers. Now alcohol is on the air again - only not on TV, but on a smartphone.
An idle customer just needs to point the camera at the label and he will see a colorful video presentation. She will talk about the drink and present it from the advantageous side.
The user is curious. Having seen augmented reality once, he will continue to choose a product with a smartphone in his hands. And very soon alcohol will disappear from his field of vision without augmented reality. Therefore, if you want to stay on the air for a long time, you need to be in the context of time. Order augmented reality for your brand.
The world knows many examples of successful promotion using augmented reality. And this is still a new, unusual, untapped advertising market. It is an almost uninhabited island, an unoccupied territory, a wide field for creativity and fertile soil for earning money.
How AR technologies are driving sales
It all starts with a regular label. To activate augmented reality on it, you need only two things:
Marker - it is embedded in the image on the label. Moreover, there is no visual difference between a regular label and a labeled one.
Augmented reality app on your phone or tablet. One program recognizes many markers: the user does not have to install his AR application for each new label.
Augmented reality isn't just a sight to behold. Reviving, the image acquires movement, volume, voice. This is an opportunity to create a vivid, memorable environment in continuation of the corporate identity.
When a consumer buys beer with an AR label, he buys something more. Sometimes it is a beautiful and colorful scene or a small cartoon. Sometimes - a whole video course about the history and serving of the drink. It can also be a series of enchanting volumetric drawings and animations illustrating the production process.
There is always one drink. Pictures can be anything. And other things being equal, the consumer always chooses the one who is brighter, more interesting and bolder about himself.
Статистика технологии дополненная реальность
(AR – англ. “Augmented Reality),
которая повергнет вас в шок
Статистика технологии дополненная реальность (AR – англ. “Augmented Reality), которая повергнет вас в шок
Многие полагают, что дополненная реальность (AR) и виртуальная (VR) являются одинаковым
технологическим пакетом. На самом деле, они представляют собой совершенно
разные технологии и имеют свои собственные рынки. На данный момент, дополненная реальность
развивается стремительнее, благодаря сочетанию виртуального и реального мира, а
также маркетинговых возможностей. AR приносит больше прибыли частным компаниям,
за счёт которой ценность технологии многократно растёт.
Рассмотрим статистику в цифрах, чтобы полноценно осознать
рост популярности AR
среди коммерческих компаний, которые активно продвигают свои товары или услуги:
К 2020 году ожидается более 1 000 000 000 (1 миллиарда) пользователей AR.В 2019 году насчитывается приблизительно 540 компаний, которые используют данную технологию для своих продуктов и услуг. Некоторых из них мы представляли в разделе кейсы.Показатели прогноза рынка прибыли с помощью дополненной реальности достигают 61,39 млрд долларов. Надо отметить, что в 2016 году, данный показатель составлял всего в 2,39 млрд долларов. Ожидается, что доход компаний, которые используют дополненную реальность к 2020 вырастит в 4 раза больше. Говоря точнее, в совокупности AR принесёт коммерческим компаниям прибыль в 150 млрд долларов.По данным Infoholic Research, к 2023 году, рынок дополненной реальности для игр принесёт прибыль в размере 284,93 млрд долларов США. Напомним, игра Pokémon Go была скачана 750 миллионов раз, а ее доход оценивается в более чем 1.2 млрд долларов. Согласно опросам компании ISACA, 73% американцев заявили, что знакомы с AR и не раз пользовались технологией в том или ином приложении. В России этот показатель составляет примерно 38%, но рынок стремительно растёт.Результаты аналогичного опроса показали, что примерно 60-70% потребителей видят уникальные преимущества в использовании дополненной реальности в повседневной жизни и даже на работе. В повседневной жизни, данные технологии могут здорово помочь людям, например в покупках. Так считают 62% опрошенных. Такое же количество опрошенных посчитали, что дополненная реальность может быть применена в медицине.
Далеко не все люди осознают настоящие возможности дополненной реальности. Поэтому если вам интересно, как же можно использовать AR для вашего бизнеса, то вы можете оставить заявку. Наш менеджер свяжется с вами в удобное время и ответит на все вопросы. Наша команда разрабатывает не только AR, но и идеи, с помощью которых вы сможете эффективнее добиться поставленных целей и создать настоящий WOW на рынке.
With the advent of smartphones, people have become less likely to visit museums, concerts and exhibitions. Having easy access to all the world art, people have become more legible. To return visitors, creators compete even more in entertainment, technology, complexity of their masterpieces. So there is augmented reality in the museum, in the concert hall, on excursions.
Augmented reality in the museum: live paintings and sculptures
The museums of different countries of the world have already started using augmented reality and it paid off. Even those who are not interested in the arts and willing to go out of the house. They want to see how statues and sculptural groups come to life, how the characters of paintings come off the canvases, how landscapes and backgrounds move.
For example, the national museum in Krakow "livened up" several particularly interesting paintings. Paintings depicting historical figures, dedicated to bright memorable events, were as if "filmed". Museum employees hired actors and artists, attracted props and costumes, and prepared several historical scenes. So the famous characters of the paintings found a second life on the screens of smartphones.
The Isabella Stewart Museum in Boston once missed several Rembrandt paintings. The theft was never solved, but the museum elegantly got out of the situation. In the halls and galleries of the museum hung empty frames for the missing paintings. Point your smartphone with the AR app at them and you will see the lost masterpieces.
The exhibition complex "City panorama" in Kazan presented a historical installation of augmented reality. Here you can meet Catherine the second, meet Emelyan Pugachev and other colorful characters of the past.
In Saint Petersburg, the exhibition of the Lenfilm studio museum has been expanded with virtual models of exhibits. Among them - a huge diamond that would not physically fit in the hall, exquisite weapons and other interesting items.
Augmented reality on excursions
An augmented reality excursion is a other kind of beauty. Depending on the complexity of the application and the idea, the device takes you back for a hundreds of years. Or a supposed future, or a fantasy reality.
Today on the AR tour «Moscow. Time travel» by the team RetroFuturo you can distinctly see what Moscow looked like 100, 200, 500 years ago. A futuristic tour "Moscow that never existed" shows what the capital would look like if the city had once approved bold architectural projects.
By combining the capabilities of neural networks and AR technologies, you can animate monuments and create animated AR sketches inside and around historical buildings.
Imagine a Bronze Horseman descending from a plinth and galloping across the Senate Square. Or Peter the Great, who walks along the English Embankment with Menshikov in the entourage of St. Petersburg in the XVIII century.
Augmented reality at a concert
Current rock concerts rarely take place without visual accompaniment. At the very least, the impression is enhanced by the original design video sequence in the background. Often musicians arrange large-scale theatrical shows and even circus performances. Augmented reality makes the show as vivid and memorable as possible.
For example, in 2018, at the opening of the annual League of Legends World Championship, live artists of the Korean pop group (G)IDLE met virtual characters of the game on the stage. A spectacular, colorful and dynamic concert with augmented reality, the developer company Riot Games has ordered to demonstrate four new skins of the game.
Academic music was not left out as well. Sparkling notes flying off the scores and hovering over the musicians, Opera actors interacting with historical figures on the stage. Dancing Mozart, conducting Bach-the scope for imagination is huge.
For example, in February 2020, the Music Hall hosted one of the first concerts of academic music in augmented reality. A live Symphony orchestra played Vivaldi's music, and a large-format multimedia show with augmented reality recreated the Baroque and classical eras.
So people return to museums, theaters, and concert halls. Multimedia technologies that once took away their live audience will now drag it back.