No matter how good the targeting, creative, and “right person, right place,” the vast majority of our time contains urgencies that render us immune to push-based mobile ads. It’s basically a question of how often we’re actually idle, and therefore impressionable to being rerouted from a deliberate course.
Apple’s relative inaction on VR/AR thus far could either indicate that the company is missing this next tech shift (which I’ve speculated), or that it’s playing the long game. The latter could involve a deliberately late entrance to VR and AR, just as it did with previous technologies.
The technology is here — if not packaged yet — and ultimately the costs to manufacture will likely fall enough to allow SMBs to participate. But until that day arrives I guess we’ll have to hold up our smartphones or don bulky headsets to experience the future.
Soon, graphical overlays to the physical world will amplify everything from retail shopping (store navigation and product info), to finding a restaurant (ratings & reviews) to buying a home (values & specs). Utility will lead; marketing departments and jargon police can follow.
At the LOCALCON conference in London last week, Amplified Robot CEO Steve Dann gave a keynote address on VR’s practical uses for the retail industry. VR is steadily “climbing up the slope of enlightenment,” Dann said, and it’s in our best interest to familiarize ourselves with it.”