Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 24

Nowadays, marketing people have started to examine ways to improve the digital experience. Augmented reality (AR) can empower marketing people with digital capabilities to improve the user experience and apply digital marketing in a real sense. Statistics in research companies show that over 60 million users in 2014 used AR apps in their smartphones, tablet computers or smart glasses. It is estimated that this figure will exceed 200 million in 2018 and such statistics indicate that AR technology will influence predominant business environments beyond doubt.

Based on virtual reality (VR for short), AR is an emerging technology. Objects that reside in the real world are augmented by computer-generated perceptual information by sensors, display equipment and digital pictures, voices and data. AR is an interactive experience that connects the virtual world on screen with the real world, which blurs the boundary between the real and virtual world and augments user experience in the real world. Therefore, AR can be seen as an external digital interface of the real world. By contrast, VR technologies, by which multiple senses including visual, auditory, haptic and even the olfactory sense can be emulated in the virtual world, enabling users to immerse themselves in the digital environment and find themselves in another space. In this regard, VR can be seen as an internal interface of the virtual world.

Nearly all AR tools are realized by apps on smart devices, including smartphones, tablet computers and wearable devices. AR has provided an augmented digital experience for our life and daily contacts. To realize such effects, a sensor or a camera is needed to capture the view or information in the real world. Currently, many AR startups are developing apps for Google Glass for the reason that Google Glass has the sensors and cameras that are necessary for augmented reality. In China, architectural designs are drawn, apartments are viewed or trainings are provided for aviation staff using VR and AR to upgrade and KMG has also introduced top sci-tech partners from Irvine, the US, for many Chinese enterprises.