Augmented Reality : The current and potential use of augmented reality in B2B

Abstract: In today’s world, we live in a technologically advanced environment where information access is huge and limitless. The advantage to this is that, people are able to create more information, share and communicate with each other instantly on the go regardless of where they are in the world. However on the downside, with endless information, it becomes confusing and difficult to filter which information is right for a person’s need. This goes hand-in-hand for business companies, as it requires strategic processes and tools to identify the information from the market, store and evaluate it into meaningful insights and lastly communicate it efficiently so that the value of it is not lost along the way. Therefore this study focuses on how augmented reality (AR) as an emerging digital technology is able to dissect and communicate information and bring value to those who are implementing it. What is more interesting in this study is to see the usefulness and ease of using AR from commercial and non-commercial aspects in B2B field. This study was conducted through a qualitative research approach with semi-structured interviews with five companies providing and using AR applications. In conclusion, AR brings value by transferring data faster and communicating it effectively through visualization of integrating computer-generated information with the real world as one. From commercial aspect, companies could use this technology in their marketing communication to increase customer involvement and perception of the brand. In contrast, from non-commercial perspective, companies could use AR as an internal resource to increase efficiency in operation process.