Mobile Augmented Reality Supporting Marketing Strategies : using mobile's augmented reality-based marketing applications to promote products and services to end customers
Kengne, Paul (2014)
Kengne, Paul
Lahden ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112917469
https://urn.fi/URN:NBN:fi:amk-2014112917469
Tiivistelmä
Imagine a technology with which you could see more than others see, hear more than others hear and perhaps even touch, smell and taste things that others cannot. Augmented Reality (AR) is this technology to create a “next generation, reality-based interface”.
This thesis explores the augmented reality technology as a whole while presenting its potentials to SMEs for an adoption to support their marketing strategies. The research was conducted qualitatively, and it is solution centric in nature. The design science framework was adopted as well in order to draw conclusions after designing and testing an augmented reality solution.
Several benefits to SMEs for an adoption of the technology to support their marketing strategies were pointed out as a result of the study. It became clear that mobile augmented reality can be used to improve business processes as well as to create or extend new business opportunities due to the power of smart devices. Moreover, mobile augmented reality increases engagement, interaction and provides a richer user experience. In addition, the results from this survey clarified that the number of mobile augmented reality’s regular users is at a low percentage although its impressive effect is confirmed by many. Further studies to tackle this issue are also suggested in the discussion section.
This thesis explores the augmented reality technology as a whole while presenting its potentials to SMEs for an adoption to support their marketing strategies. The research was conducted qualitatively, and it is solution centric in nature. The design science framework was adopted as well in order to draw conclusions after designing and testing an augmented reality solution.
Several benefits to SMEs for an adoption of the technology to support their marketing strategies were pointed out as a result of the study. It became clear that mobile augmented reality can be used to improve business processes as well as to create or extend new business opportunities due to the power of smart devices. Moreover, mobile augmented reality increases engagement, interaction and provides a richer user experience. In addition, the results from this survey clarified that the number of mobile augmented reality’s regular users is at a low percentage although its impressive effect is confirmed by many. Further studies to tackle this issue are also suggested in the discussion section.