Business opportunities brought by AR (Lin Guocheng)

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More articles by Lin Guocheng:Support EJ Tech

This articleauthorLin Guochengis the CEO of Hong Kong Telecom’s personal business, and writes a column for the Hong Kong Economic Journal titled “Fifth Dimension“.

When it comes to augmented reality (AR), readers may think of using the phone camera to aim at a specified object, and then automatically appearing 3D images or other content. In fact, AR applications are more than that. Knowing how to use AR can also help businesses with marketing, bringing new breakthroughs in commercial publicity and market promotion, enriching the user experience, and opening up a new path for the O2O (online to offline) business model.

Hong Kong is the leader in the application of AR technology, with so many uses that it has surpassed the original intention of AR development at that time. In the past, Hong Kong has seen a large number of AR application examples, such as the “csl. 5G x MIRROR” project, which incorporated limited-edition collectibles into AR technology to present special edition dynamic videos, or used outdoor billboards as an extension of advertising, etc.

In the past, Hong Kong has seen a large number of AR application examples, and one of the most memorable ones is the “csl. 5G x MIRROR” project. (Photo courtesy of China News Service)

In order to achieve the highest efficiency, it is not enough to carry out promotional activities alone in Hong Kong today. AR can be used to create a mutual ecosystem to more comprehensively meet the needs of partners and consumers. Traditional media such as newspapers, television and outdoor billboards, which promote content in a one-way manner, are outdated. AR allows these traditional media to inject new interactive elements and become interactive O2O platforms after activation, which not only increases the attractiveness of the media, but also brings substantial commercial value to partners.

Traditional TV ads usually only last 30 seconds. Even if the quality of the ads is high enough to attract attention, it is still difficult for the audience to absorb all the information in a very short time, let alone push product introductions and discounts. For this reason, AR can create a new TV ad “shopping cart”, which has the same function as the “shopping cart” commonly seen in online stores. It can be used to store selected products and enhance the shopping experience and shopping urgency.

AR can create a new TV commercial “shopping cart”, which can also enhance the shopping experience and shopping urgency. (AFP file photo)

To achieve this goal, advertisers can embed a dedicated “shopping cart” QR code or image in the advertisement. When consumers watch TV commercials, they can use related AR applications to instantly obtain product or service information in the TV commercials and add products to the “shopping cart” with one click, effectively expanding the coverage of the advertisement and increasing sales conversion rates.

The most important point is that AR breaks through the past model of pushing discounts. Combining the latest AR technology, artificial BroadCast Unitedligence and location-aware technology, it can provide customized merchant discount information in real time based on the consumer’s location, time and personal preferences. The highly personalized interactive ability helps to improve consumers’ shopping experience and brand customer loyalty. From the perspective of advertisers, they can also understand consumers’ shopping habits and prescribe the right medicine for the next advertisement or discount.