Augmented Reality - Using Games As A Marketing Tool To Drive Traffic To Your Physical Locations

Julie Ask

This is my last, "I saw this cool thing in mobile today" blog for the week.

Check out this video

The video is called "Field Trip" and shows off some of the features of Google's Field Trip app. It's a short, but extremely compelling video that shows how mobile can be used to personalize your world - whether it is a wander about the bay area (this video) or your childhood home. You can consume someone else's story or tell your own story. Not to be creepy and it isn't Halloween, but what if you could use augmented reality - digital overlay of content triggered by location or recognizing an object/symbol - of grave stones? Visiting a cemetary could be SO cool. Visting your apparel shop, grocery store, airport lounge, restaurant, bank branch, healthcare clinic could also be cool IF you use your imagination. 

Google's Ingress game layers both content and a game onto the physical world. (watch the video)

What's in it for the eBusiness professional? 

I'm not necessarily suggesting a scavenger hunt in your store. Ingress + Hint Water did pull this off - not a hunt, but what is a game that combines digital with the physical world as a game board? I remember when Starbucks ran a scavenger hunt that started with a SMS-based trivia game more than five years ago. It was a huge hit. 

Check out this campaign

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Mobile Commerce, There's An App For That

Peter Sheldon

Mobile apps are undoubtedly cool, and executives at leading online retailers have been mandating a presence of their brand in the Apple and Android app stores, but eBusiness professionals must focus on building a cohesive mobile strategy that clearly identifies the case and role for apps within their organizations. Apps are great ways to engage with your customers, but will they deliver incremental revenue above and beyond what the mobile Web is already doing? In her recent mobile commerce forecast, Sucharita Mulpuru explains that mobile commerce is set to transform retail, despite only accounting for 2% of online web sales today. In my new report The State Of Mobile Commerce Apps, I peel back the covers on the hype and take a serious look at why, when, and how eBusiness professionals should approach their mobile app strategy. Some of the issues I explore include:

  • The mobile web versus app debate. The debate is irrelevant, consumers are using both in equal measures; however, developing an app for apps' sake is missing the point and will only disappoint your customers. eBusiness professionals must develop unique app experiences that deliver multichannel innovations and raise the engagement of the consumer with your brand.
  • Keeping up with the explosion of consumer touchpoints. Having an iPhone app was the priority back in 2010, but in 2011 many eBusinesses are adding Android, iPad, and Windows Phone 7 apps. The opportunity for apps also extends beyond the consumer. Retailers are investing in apps for store associates empowered with mobile devices, in-store kiosks, and interactive TV.
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Mobile Is Bridging The Digital And Physical Worlds: It Is Time To Invent New Product And Services

Thomas Husson

Google’s product strategists just announced the launch of Google Wallet — an NFC-based mobile payment solution. As my colleague Charlie Golvin pointed out, this is another early salvo in what will be a long and hard-fought battle to change consumers’ payment behavior and, as a potential result, the makeup of the payments landscape.

We have covered this issue in more detail in a new Forrester report “Google Wallet Is Not About Mobile Payments.” Clients can access the report here.

Given its core search business and ad-based revenue model, why would the company make that investment? Because Google’s product strategists’ focus is not on the payment itself; it’s on all of the other elements that comprise a commerce experience and the data that characterizes those elements.

Indeed, appending real-world purchase information to its treasure trove of online behavioral data will vastly increase the value of customers’ profiles and increase the rates Google can charge its advertisers. It will be a way for Google to increase its local presence. NFC is too often equated simply with payments, but Google understands that NFC tags have broad application (working like Quick Response [QR] and other 2D barcodes do today). Google can help retailers use NFC tags for in-store promotions and check-ins, augmenting the understanding of customer behavior for ad targeting.

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Mobile Augmented Reality: Beyond The Hype, A Glimpse Into The Mobile Future

Thomas Husson

Is mobile AR overhyped? Yes.

First of all, the technology is not new at all. It is simply moving from PC and industrial environments to a marketing and mobile context.

Let’s face the reality: for now it is primarily used by brands willing to launch innovative mobile services and in search of a “wow” effect.

Few consumers are currently holding up their smartphone to interact with their environment as a totally natural gesture. Whether you look at the installed base of Junaio or Layar’s mobile users, this is a niche market.

From a pure technology standpoint, AR requires object recognition and computerization on the mobile device itself, as well as 3D rendering to superimpose images on the real world. This is a technology that only a few companies such as Metaio and Total Immersion really master.

The information displayed must be ultra-accurate and delivered in a perfectly seamless way. This is still far from being the norm for many of the so-called mobile AR applications.

To put it succinctly, mobile AR is not yet delivering its promise. There are certainly more significant short-term opportunities to tap into with Web-based and kiosk-based AR solutions, in particular related to eCommerce.

However, Forrester believes consumer product strategists should not dismiss the technology. On the contrary, it is likely to trigger disruption in the years to come and to open up new opportunities.

Is this a key technology moving forward? Yes.

Think of mobile AR as: “A way to click on the real world with your phone the way computer users navigate their desktop with a mouse. Just point in the direction you want to search, or at a place you want more info about,” which is how GeoVector summed it up in promoting its World Surfer application.

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