Novel AR solutions in media : customer perception of augmented reality in media applications – possibilities for new service innovations
Aino Mensonen, Christian Persson, Terje Stafseng, Ravi Vatrapu, Örn S. Kaldalóns · 2013
A project titled ‘Customer Perception of Augmented Reality (AR) in Media Applica-tions – Possibilities for New Service Innovations’was carried out, with participantsfrom all of the Nordic countries. The project addressed the fact that the magazineand newspaper business is set to change dramatically as printed products en-counter two specific challenges: a) increasing competition from other media and b)changes in media-consumption habits caused by growth in the use of smartphonesand tablets, such as instant access and digital delivery. The changing marketenvironment for print-media products also opens new opportunities for using tech-nologies such as AR to create innovative applications and hence add businessvalue. To investigate the opportunities for service development within this area, weconducted a study of the state of the art to review the theoretical concepts relevantfor better understanding of the macro-level societal trends and business potentialof augmented reality for print products. Selected cases of augmented reality forprint products were then presented.The next phase of the project consisted of a Nordic empirical study of user per-ceptions of AR applications. Focus-group interviews were used to collect partici-pants’ statements about the use of AR technology. These statements were thenranked by means of the Q-sort method. Factor-analysis methods were appliedwith the objective of understanding the similarities among participants’ answers.The results indicated that AR was seen as useful, beneficial, attractive, interesting,and fascinating and as possessing the ‘wow’ factor. Some considered AR’s usagetime-consuming, while others deemed it time-saving. Another finding is that stand-ards seem to be lacking both for the user interface and on the business-handlingside. Participants saw AR as offering great possibility for innovation. People wouldlike to try the applications, and they would indeed find time for using them. Expec-tations set for AR applications are high.Stemming from the interview and Q-sort, an innovation workshop was organized forthe 19 industrial and academic partners of the project. The brain storming sessionaimed at producing new innovative service concept ideas of AR in printed media.Thirty four different ideas were generated in the workshop. The industrial partnerswere encouraged to select one idea for further development and produce a pilot.The pilots as well as the development process and experiences where presentedas a part of the end seminar.