Seems like mobile is all I write about these days. Partly because it's something I'm interested in, but mostly because it's where most digital innovation is happening. So here are three more apps, all of which use mobile AR, but with very different objectives.
The Excellent
First, Flow from A9, an Amazon subsidiary. Users download the app (iPhone only for now), then use it to scan the barcode of any book, DVD or packet of dried apricots (I made up the bit about apricots but they'll get there eventually). Amazon then overlay their price for the book or DVD, along with any customer reviews and other relevant content (exerpts, trailers etc.). They also provide app users with a big 'buy now' button. Users then have a choice. Either they give in to instant gratification and buy in store, or they 'buy now', avoid the queue at the till and get an Amazon parcel 3 days later. They also, of course, save money by buying from Amazon.
Why is this good? Amazon have a ready-made marketing platform to introduce the app to its customers. It's easy for them to download, install and use. It saves users money and time. It will generate additional revenue for Amazon and will bind users more tightly to its services.
Everyone wins, apart from the bricks-and-mortar retailers who'll lose sales. If they all go out of business however, app users will no longer have anything to scan. I wonder if ultimately Amazon will need to open stores, even if all people do in them is scan products?
The very good
Next, AR in publishing. I've always thought augmented reality and kids' books go hand in hand - readers already have a visual trigger in their hands and publishers have been looking for ways to further monetise the commodity bit - the ink and paper - for years. Paid-for augmented reality content that gives the readers something to enhance the experience of the book with is an obvious answer. Now someone's done it. Leo Burnett Australia in fact.
Parrot Carrot Safari from Parrot Carrot on Vimeo.
It makes sense to incorporate AR into a children's book - all the publisher has done is created a pop-up that moves. But there's no reason to stop with kids' books. Recipe books demonstrating tricky techniques, textbooks bringing science and the humanities to life in new ways; there are lots of ways publishers can use AR to prop up the revenue they lose by having to sell all their books through Amazon Flow.
The OK but I feel like I've seen it before
Finally, mobile AR from another digital innovation stalwart, Starbucks.
It's OK. Actually that's not fair. it's more than OK becuase it's been well thought out, and executed at scale. So it's available across iPhone and Android devices. It's not just coffee cups that animate but in total 48 different products that are found in most Starbucks outlets. There are 5 different animated characters to play with and if a user plays with all 5 he's rewarded. Sharing and gift-giving are built into the app - and so on.
But at its heart, and unlike the barcode / book examples, it's still a gimmick. And we've seen many, many AR gimmicks over the last 3 years or so. I'm sure it'll do well as Starbucks will devote significant marketing muscle to making sure it's successful, but augmented reality, for me at least, is all grown up now. I need more than a gimmick to make me sit up and take notice.
update: Take a look at the comments on the official video I just posted - looks like other people aren't too convinced either...
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