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Last week Microsoft kindly invited me along to their London offices to try out the snazzy new Hololens.
I’ve used several different virtual reality experiences in the past, and have always been blown away by them.
Trendjackers as ever, we've already discussed Pokémon a plenty on the Econ blog.
But now I've caught up with Zappar co-founder and CEO Caspar Thykier, to give him his right to reply on the future for AR in the light of the gaming sensation.
Pokémon GO quickly drains your phone battery, crashes with alarming frequency, has a dodgy UI and is lacking instructions.
But still, the app is incredibly popular, with TechCrunch estimating 7.5m downloads in the US and SimilarWeb reporting 60% of these downloaders as daily active users. Nintendo's value, unsurprisingly, has sky-rocketed.
So, with augmented reality (AR) a big part of the game (enabling you to see and catch Pokémon), is this a breakthrough moment for AR?
Did you know that the media franchise we all call Pokemon is 21-years-old?
Well the nineties favourite has just reinvigorated itself with the launch of Pokemon GO.
Healthcare marketing might not be one of the most obvious applications of augmented reality (AR) and virtual reality (VR) technology.
However a new GlaxoSmithKline (GSK) campaign shows the very real potential.
Augmented reality and virtual reality are the source of growing buzz.
For brands interested in exploring them, which is the more worthy technology?
You need only look at the trending topics on any Saturday from August to May to know that football is a big deal on social media.
Premier League clubs weren’t slow to take advantage of this fact, so digital and social channels are now firmly part of the marketing mix for most teams.
To give some insight in this topic, I’ve rounded up a few interesting campaigns which show how Premier League teams are using digital to interact with fans.
For more on this theme, read our posts looking at Premier League clubs that use Twitter's Vine and the arduous task of buying football tickets online.
There are many retailers that have trialled image recognition technology in their catalogues.
The tech allows the retailer's app users to scan and shop or access additional content. So far, it seems to have been a test-and-learn activity from brands such as Net-A-Porter (as part of their magazine, Porter) and IKEA (which has focused on additional content rather than commerce).
Target is new to shoppable catalogues this month and Argos has further enhanced its now Aurasma-powered offering. Both of these huge retailers I think have found good use cases.
Let's take a look.
I’m going to nail my colours to the mast. I think augmented reality (AR) technology is already big and can be massive.
The only thing is, I don’t think its best use is in augmenting reality, per se.
Where AR apps have a big future is the creation of a ‘physical world domain’. That’s a phrase used by Ambarish Mitra, CEO of Blippar. It essentially means using objects as the physical keys to information or rewards online.
Blippar signed up with Pepsi and Coca Cola recently and this feels like a game changer. With QR codes failing to be implemented properly in many cases (with bad placement, instructions, URLs, or landing pages), the company could be well-placed to own the discovery and reward space.
FMCG (fast moving consumer goods) feels like a proving ground for this technology (and all reports of the number of scans are good, so far), with immense numbers of units providing marketing real estate to rival any other ‘channel’.
So why might it be so powerful as a tag or key, but not as augmenter?
2014 is another exciting year for mobile.
With many new technologies coming to market, emotional investment in our devices along with usage is at an all time high.
This is the definitive A to Z guide to mobile marketing and commerce. Enjoy...
Mobile marketing trends come and go, just like the changing of the seasons and the tides of the sea.
Some stick around and become established marketing channels in their own right, such as SMS or mobile apps, but all too often new mobile technologies burn brightly for a short period before withering and dying.
With this in mind, I’ve rounded up three mobile marketing trends that have so far failed to live up to the hype. I’m not saying they’re dead yet, but they’re on shaky ground.
For a similar grumblings about mobile trends, read my post looking at 12 usability flaws that are spoiling the mobile web.
Or alternatively, expand your knowledge of this topic by downloading the Econsultancy Mobile Marketing and Commerce Report 2013...
Oh QR code, how did you fall from grace so soon?
Perhaps it was around the same time that advertisers started putting really tiny ones on posters, plastered on Underground walls on the wrong side of the platform, thereby making users dangle their arms over the train tracks smartphone in hands, oblivious to an oncoming train about to rip their arms off.
I might have made that last bit up, but if you live outside of London you’d be forgiven for thinking it’s true.
Perhaps I need a more scientific approach to gauge popular consensus on the use of QR codes.
Here’s a flow chart recently shared around the internet that helps companies decide if they might need a QR code or not.