Foundations of a Successful Immersive Technology Strategy

These applications can create experiences with limited technical knowledge. If the business has access to technical resources, more sophisticated applications can be created.

If possible, ensure the application delivers some unique elements which are only achievable via augmented or virtual reality. One of the most compelling features of immersive technology content is that the experience demands 100 percent attention. You can’t “press play” on an augmented or virtual reality experience and walk away. The medium, if developed correctly, requires constant interaction to function. This feature, combined with tracking analytics, gives a business powerful insight into how customers are consuming and engaging with the content.

Utility trumps marketing

Building an application which solves a problem or delivers a service in a unique and engaging way will always be perceived as more valuable than a gimmicky marketing focused experience.

The application should be a true utility, improving an existing business need with trackable analytics. By ensuring you have objective and measurable results, you can A/B test versus traditional media. This approach enables a business to demonstrate a compelling case for investment in immersive technology, underpinned by a tangible ROI.

Immersive technology can benefit marketing enormously but they should deliver additional information or experiences which more traditional digital marketing cannot deliver.

Working with developers– “know the process” It is important that you are aware of how AR/VR applications are developed. This includes the components that you will need to supply to the developers and what deliverables the developer should supply you when completed.

If you have any existing CAD or 3D files, these can assist a developer as a reference and may reduce development time.

Before starting the process, you should also discuss Intellectual Property. Do you just want to pay for a final application (and rely on that developer for further support, with software and hardware updates) or do you want to retain all IP including source code, allowing you to develop further with your own developers or another vendor? The costs may vary depending on how much control or ownership you want of the final product.

Investment

It is important to pitch a business case for an adequate budget to continue developing and building beyond your initial projects. There are constant opportunities to improve previous projects, as software and hardware matures.

As your business explores the technology, you need to have the budget and authority to quickly develop applications. The investment should also cover multiple versions of applications, as you will need to improve the applications once you receive data and feedback from customers.

You will need to consider the cost of hardware… while augmented reality can be accessed via most smartphones, the more immersive virtual reality experiences will require investment in hardware for your staff (and possibly your customers). Luckily these costs are reducing rapidly, with the latest “standalone” VR headsets available from less than $400 USD.

Experiment Experiment Experiment

Lastly, continue your research, explore and experiment with the new technology. The rules for immersive technology are still being forged as the industry is still in its infancy. Businesses which keep an eye on trends and emerging opportunities can lead in this space.