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Getting Beyond the Hype of Immersive Technology

One of North America’s largest manufacturers of exterior building products observed increasing discussion around and use of immersive technologies including virtual, augmented and mixed reality.  When our client wanted to understand the immersive technology opportunity and how their organization might benefit from its use, they asked for our help.

We collaborated with our team of experts in emerging and disruptive technologies – to build, test and refine the app. Our group created a proof-of-concept prototype the day after receiving the client’s requirements, and the proof-of-concept was the client’s starting point to validate different value propositions. This led the client to a targeted request: build an augmented reality demo app for the industry’s largest annual tradeshow. The tradeshow attendees would use the app to interact with the client’s exterior building products.

Picture of someone using alternative reality in Lab 58

Ensuring Executive Buy-in

Witnessing the success of the demo app at the tradeshow, our client saw the potential to expand the project’s focus organization-wide. However, before expanding the project, the internal innovation team needed to communicate the technology’s benefits to the executive team and receive their buy-in. We positioned the innovation team to address:

  • the fundamental jobs of immersive technology
  • the value of adding applications
  • trends that would drive immersive technology adoption
  • enabling factors that would allow immersive technology to scale and
  • how immersive technology could support corporate objectives.

Once the innovation team received executive support, we turned our attention to defining client-specific applications of virtual and augmented reality. During this second phase we continued to identify use cases that could be easily accomplished with the technology. We clarified the best uses of immersive technologies to improve internally and achieve operational strategic objectives. We identified operations, manufacturing, and sales and marketing as areas that would benefit from alternative reality, while virtual reality would be most beneficially applied to training.

Confirming the opportunity

Amidst the hype, we confirmed the opportunity around immersive technology by:

  • positioning our client to understand augmented, virtual and mixed reality technologies, relevant trends and key enablers affecting their scope and scale​
  • enumerating the business benefits and implications of immersive technologies and
  • defining a plan to implement and best leverage specific technology applications in functional areas.
Related Services:
Innovation for Digital Evolution, Insights
Related Sectors:
Consumer Products, Digital

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