With a technology in development right now, at some point in the hype cycle, early adopters, the media, tech enthusiasts, and corporations are coming up with an enormous range of potential Use cases for just this technology.
At this point, the immersive technologies Augmented, Virtual and Mixed Reality (AR, VR and MR) have been around for some time: the ideas of what could be done with these technologies are diverse – ranging from shopping experiences involving clothing can be tried in virtual reality to operations where doctors and patients can be on different continents thanks to immersive technologies.
Applications have to fit into the daily lives of consumers
But: between idea and reality often lies a long way – and this is not only the hurdle in the technical implementation. Rather, it’s about developing contemporary VR and AR applications; Applications that blend seamlessly with consumers’ everyday patterns of behavior.
New technologies can best be established once they are set up so that users do not have to move out of their comfort zone: if they can continue to use the end-user devices and applications they already know from their everyday lives, then the hurdles are new lowest – even if it means that a use case will not use the most advanced technology.
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Simple marketing campaigns are the biggest successes
It’s not without reason that Google Cardboard or Snapchat filters are seeing high numbers of users, even though they are not fully exploiting the full potential of VR and AR. The entry barriers for use are simply very low. A Google Cardboard glasses is already available for about ten euros and works in combination with your own smartphone as a VR glasses. The same applies to augmented reality applications that are played via the Snapchat app.
The user also only needs his smartphone as a terminal device and the use of Snapchat belongs to about 186 million users anyway to their everyday life. Therefore, these are currently simple marketing campaigns that can bring the greatest success. For example, Snapchat campaigns have in the past managed to help with AR features that products sold out within minutes.
To develop an AR or VR application that is actually used
1. Away from the gimmick, to the benefit: Create added value
It is still a long way to go before VR and AR can be used as autonomous, self-sufficient systems. Currently, the hurdles are just too high, starting with the price, about the hardware requirements, size and weight up to the topic of wired connection – just to name a few. Therefore, you should focus on adding value with existing resources.
A good approach may be to add immersive experiences to digital content, such as giving the customer the opportunity to virtually try on a piece of clothing or add furniture into their living room via augmented reality. For example, consumers can test whether they are wearing a piece of clothing or a piece of furniture before they buy.
So it’s important to first identify the needs of the user and focus on the question of what added value can be offered to a customer with a VR or AR application – or simply put, always ask yourself what you mean by one Want to achieve application.
You might also be interested in this: Augmented Reality – play, learn, share
2. What developers can do is not always what users want: Develop for your target audience
The application must be developed close to the target group in order to be able to provide meaningful benefits. For example, different age groups have a different affinity to technologies, and even within an age group, technique affinity can vary widely.
The best application with many features is of no use if the target group can not understand and operate it because of too complex an interface or too many unclear functions. This only leads to frustration and resignation. This not only results in a devaluation of the technology and the application per se, but may also result in a bland connotation regarding the product or the brand.
3. You do not have to be a virtual reality expert: Find a suitable partner
Infinity Reply develops tailor-made solutions that take customer needs into account, implement them and ultimately simplify purchasing decisions. Infinity Reply is the Professional Services company of the Reply Group, specializing in innovative XR solutions. Infinity Reply operates independently of technology and industry and offers its customers specific XR solutions optimized for the respective use case or the respective framework conditions. The portfolio includes consulting, design & development, content production and rollout & support of XR solutions.
Reply specializes in the development and implementation of solutions based on new communication channels and digital media.