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Augmented Reality is expected to have 1 billion users by 2020. Right now, more than 543 start-ups are listed under this category on Angelist.
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10 MISTAKES IN EXPLORING VR/AR MARKET NO ONE BUT YOU CAN ESCAPE

What are you going to do if you were lucky enough to… get to the Moon?

Probably, you’re going to die. An astronomical object is not the best place for chillout. To stay alive – let alone prosper – you have to risk. You have to fight. You have to… trust. Yes, my brave yet skeptical explorer, you have to trust us if you want to stay alive.

VR/AR Market was our Moon. And we were colonizers, pioneers of this strange new world. We had made tens and hundreds of silly mistakes before we learned how to survive out there. And now we want to share some of them with you!

Read our blog post to discover 10 Mistakes In Exploring Vr/Ar Market no one but you can escape!

 

1. DON’T PLAY WITH ME, BOY

MISTAKE

VR/AR is a fun thing for kids. It’s a game rather than a serious marketing tool to increase sales.

EXPLANATION

Think about Lego that became a common symbol for a toy. Yet according to Brand Finance in 2015  Lego replaced Ferrari as “world’s most powerful brand”. Why? Never forget – adults are only kids grown up.

EXAMPLE

Lego has already shown off its own AR app which allows you to create a virtual world around your yellow bricks. It seems like guys from Lego do not treat VR/AR technologies as just a toy.

 

2. WHERE DID YOU GET IT?

MISTAKE

I don’t need a marketing strategy to promote my VR/AR application.

EXPLANATION

Did you happen to find accidentally a genius song no one has ever heard about? And then you might ask yourself “How is this possible? The whole universe should have listened to that song!”

The answer is simple. It’s all about the lack of a marketing strategy. Influencers and bloggers, landing pages and newsletters, pranks and viral content, even TV – all is fair in love and war (and marketing). Break the rules. Think strategically. Be creative. This is how the magic works.

EXAMPLE

In 2010 Airwalk (the company selling sneakers) created the world’s first invisible pop-up store in New York. With the help of Augmented Reality, Airwalk got a lot of buzz, 5 million dollars and the busiest weekend ever.

 

3. WHO WANTS TO BE A MILLIONAIRE? 

MISTAKE

AR app development is too expensive. I’m not Zuckerberg to afford such a joy.

EXPLANATION

What if I told you that Augmented Reality allows you to increase sales and reduce costs at the same time? Sure, it requires some money but the output is capable to make you a rich man for real.

EXAMPLE

Thomas Cook Airlines has increased the revenue for the New York tours by 190%. How? The company provided their potential customers with immersive 360 VR films “Try before you fly”. Why? Because it’s really cool to see a place where you’re going in advance.

 

4. TEMPORAL PARADOX


MISTAKE

The project is simple. We already have the release date. Why does it take so looong?!

EXPLANATION

Even if the project seems small, it may have its own specifics and various difficulties. In some cases, one VR app’s feature could cost half as much as the whole project’s budget, let alone an insane time spending on it.

EXAMPLE

It took 6 days to create the world. And it took 10 days to create one 3D model of a vacuum cleaner with a high level of realism. No one said it would be easy.

 

5. EASY PEASY

MISTAKE

It’s time to release my brilliant VR/AR app and become a millionaire. What could possibly go wrong?

EXPLANATION

Releasing an app is not a simple task. Different platforms have their own rules and nuances. Anything that can go wrong will go wrong (Murphy’s law never sleeps). Therefore it’s better to start the publishing process beforehand unless you want to lose time, money and resources trying to fix an “unexpected” problem.

EXAMPLE

It is not a piece of cake to develop and launch the application. Now you want to relax (yes you deserve it) but then you have a new problem – how are you going to maintain your app? Well, that’s the topic of the following chapter.

 

6. UPDATE. UPDATE. UPDATE.


MISTAKE

I have no time/money/resources to update my content.

EXPLANATION

28% of users will uninstall your app after 1 month. The sad truth is that in 2019 even an epitaph on a headstone should be updated every day, let alone content for mobile users. That means you have to update it constantly if you want your business to survive. It’s not a rule, it’s a law.

EXAMPLE

Our project Rastishka got more than 500,000 downloads, increased sales and entered the Top-10 free applications in Ukraine. Nonetheless, it didn’t stop and continue to update the app providing customers with new stories every season.

 

 

7. EXPECTATION vs REALITY

MISTAKE

I want my marker for AR app to be as big as an elephant and as shiny as a diamond.

EXPLANATION

It’s not an easy task to create a good Augmented Reality marker. The marker has to be flat, readable and matte. It’s better to create an image with a lot of details and reach texture for reliable detection. Also, a high contrast image will promote smooth tracking.

EXAMPLE

You don’t have to meet all the conditions. In fact, any image or thing could serve as an AR marker. Each case is unique. Try different approaches and see where the road will lead you.

 

 

8. SHUT UP AND TAKE MY MONEY!

MISTAKE

A “BUY” button is overestimated. Make an extra step, you lazy customer. Go to my website and make a purchase there.

EXPLANATION

Do not waste your customer’s time. Buy it – Like it – Share it. It’s easy as 1 2 3. Make the shopping procedure as easy as possible so that the customer could reciprocate you and convert his/her gratitude into cash.

EXAMPLE

L’Oreal’s AR application “Makeup Genius” got 14,3 millions of downloads, 267 millions of virtual product uses, and the 1st place in AppStore in the lifestyle category. Why? Because L’Oreal knows pretty well what a “user-friendly application” means.

 

 

9. NATIVE vs HYBRID

MISTAKE

I don’t care whether my VR/AR application would be native or hybrid.

EXPLANATION

Native and hybrid apps could look almost identical to a user. Yet both of them provide different capabilities. It is critical for a developer to consider such nuances as a user interface, speed of performance, offline connection, cost and time of development, technical abilities of the team, programming language etc. before choosing the right technology for the exact app.

EXAMPLE

Kendo UI run a mobile challenge for developers. They gave two identical phones with two seemingly identical apps and asked developers to tell which one of these apps is native and which one is hybrid. The result of this experiment was rather intriguing.

 

10. STRANGER THINGS


MISTAKE

AR/VR technology is a complex and weird thing. Only a few people on earth can understand and use it.

EXPLANATION

New technology always tended to scare people. At least that’s what it used to do. Nowadays the tendency is to make any sci-fi thing as easy, clear and user-friendly as possible.

EXAMPLE

We used AR technology to create an application SkyAR that presents information about the life of Jesus in a clear and understandable way. SkyAR is a user-friendly application and has quite simple “How to use” instructions. That means that even a child can easily deal with it and that the potential target audience is in fact quite big (7,7 billion people).

 

 

CONCLUSION

Alibaba, Amazon, Bentley, IKEA, L’Oreal, Porsche, Shopify, Tesla… These are only a few names of companies who decided to explore VR/AR as a tool in their business. No, no, no… We want to be absolutely clear. These are the companies that were forced to place their business in virtual/augmented reality. Why? Because such guys as Jeff Bezos and Elon Musk are (spoiler alert!) quite smart. They perfectly know that VR/AR is not a trend anymore. It is a necessity.

If you feel excited about an infinite marketplace where all your fantasies could become a reality, you are more than welcome to join the dream team of VR/AR explorers. And please, do not be afraid to make mistakes – they are an essential part of any journey. Be brave but flexible, smart but stubborn, and maybe one day we will have a picnic on the other side of the Moon.

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Thank you for sharing our passion to VR/AR/MR!

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