Treacherous Waters

Learn how to use augmented reality and virtual reality technology to innovate your business and be ahead of the game.

Augmented reality (AR) and virtual reality (VR) are two contemporary technologies which are emerging as part of the digital transformation, a time of unprecedented global change. AR and VR offer numerous new business opportunities and can for example be used for capturing short-term marketing benefits, to optimise company internal processes, and for the development of new products and services. However, working with AR/VR technology can be tricky, bears substantial risk, and may present firms with significant organisational challenges. Therefore, AR/VR technology efforts must be strategically guided.

This book presents five scientific research case studies of AR/VR technology employment in detail. The case studies are analysed and discussed in depth, and concrete recommendations for practice are given. To illustrate and better understand what working with AR/VR technology means for organisations, Richard Hagl explains and uses the concept of business model innovation (BMI) and offers concrete guidance for entrepreneurs and managers on how to lead their business when working with AR/VR technology.

A must read for anyone who considers AR/VR technology as a means to be ahead of the game!