Caspar Thykier, CEO and co-founder of AR/VR/MR specialists Zappar, talks about the birth of mainstream augmented reality and the affect the changing landscape will have on both industry and consumers.
When AR started being used on mobile some seven or so years ago there were a few players making some relatively interesting content that tended to be a little self-serving for the brands that commissioned them more as a novelty or marketing innovation. Fast forward to the present day and interest has grown and the use case more considered. Brands are learning what makes compelling content (given the right context and call to action) and consumers are learning and being given more compelling reasons to naturally interact with this new spatial interface as part of their every day through genuine added-value experiences.
Pokemon Go certainly provided a PR tipping point of sorts for AR as it woke a lot of brands and businesses up to the potential appeal of this technology at a mass market level and gave consumers the right content to get excited about. But AR’s potential goes well beyond gaming....