Looking back at the past week it feels surreal to think that I was sharing indoor spaces with hundreds of people. Let’s just say it’s been a while since I’ve interacted with this many (responsibly vaccinated and masked) folks IRL.

At #AWE2021, everywhere you looked there were familiar faces behind the masks. It really felt like coming home to family, and there just weren’t enough hours in the day to catch up with them all
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But this wasn’t just any old bunch of people. This crowd was a heady mix of up-and-coming start-ups mingled with Fortune 500 companies. Artists and coders swapped notes with the pioneers that brought us to a place where the average person on the street now (sort of ) knows what you mean when you talk about the Metaverse. In fact, the Tweet below marks what might well become a historical moment in the industry, where one said legend – Unity’s Head of AR/VR Ads and E-Commerce and Metaverse OG Tony Parisi – started using “Metaversing” as a verb.

https://t.co/bJQr8m88FJ

— Tony Parisi Il Padrino Metaversale (@auradeluxe) November 11, 2021

Everywhere you looked there were familiar faces behind the masks. It really felt like coming home to family, and there just weren’t enough hours in the day to catch up with them all.

It’s been a while since I’ve interacted with this many (responsibly vaccinated and masked) folks IRL #AWE2021
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“The most exciting thing about AWE isn’t the technology, it’s the people,” says Alan Smithson, CEO of Metavrse (not to be confused with the lesser-known CEO of Meta).

Smithson believes this is the last year when the event will feel so intimate. “The cat is out of the bag now, and this is going to blow up in a big way,” he says, adding that we’re going to look back on this as a very special conference, and something of a tipping point for immersive tech.

“What we can do now with XR is truly amazing, and it works!” adds Caspar Thykier, CEO and Co-Founder of Zappar, an Augmented Reality company that has been around almost as long as AWE itself.

The best thing about #AWE is not the technology, it's the people
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“AWE is 12 years old now and what I think is really interesting is this incremental joining of the dots we’ve seen every year of all the constituent parts of immersive technology, of hardware and software that are just beginning to mesh beautifully together and I think what’s really exciting – apart from the fact we’re all in the same space together – is the richness of the experience we’re starting to get.”

Zappar – which aims to democratize access to Augmented Reality through its WebAR platform ZapWorks also won the “Best Campaign” award at this year’s Auggies for their “Countdown Super Insects” retail loyalty campaign that helped children learn about New Zealand’s native insect world.

What we can do now with XR is truly amazing, and it works
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Nobody really knows what the Metaverse will look like, and that's a good thing
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To see these veterans enthused about where we are – and what is to come – is exciting, because for those who know where to look, there is real substance behind the hype, as real use cases for the technology build-up, in turn uncovering even more possibilities. As Thykier sums up when asked about his vision for the Metaverse:

“I think that nobody really knows what that will look like, and I mean that in the most positive way,” he says. “There are so many possibilities and that’s why AWE is so great, because that’s where the conversation starts. This is where we start joining the next set of dots like we have done over the past decade in AR, and to understand what those dots look like for the Metaverse.”

Tech Trends offers a broad range of Digital Consultancy services to guide companies, individuals, and brands in effectively leveraging existing and emerging technologies in their business strategy.

Alice Bonasio is a XR and Digital Transformation Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

The post Wrapping Up #AWE2021 appeared first on Tech Trends.

The world’s biggest brands are now consistently embracing AR technology to enhance their products and engage users with truly interactive experiences. One interesting example of this was Samsung’s recent launch of its new Galaxy Z Fold3 5G, Galaxy Z Flip3 5G, and the new Watch4 series.

Brands like @SamsungMobile are embracing AR technology to enhance their products and engage users with truly interactive experiences
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The global telecoms giant chose to leverage these important product launches with in-store AR experiences, where scannable QR codes let customers experience these new devices and what they have to offer while they are making their purchasing decision.

Key to the success of this campaign is a shift away from focusing on the device’s features and onto the experiences and advantages they offer. With the average time spent in the AR clocked at 3.5 minutes, it’s clear customers are really engaging with these Samsung product experiences.

WebAR and the Future of Retail

Belgian Content Marketing agency HeadOffice partnered with AR studio PLAYAR and UK-based Augmented Reality experts Zappar, which ran the experience in its WebAR ZapWorks platform. All this immersive tech expertise converged to create an experience that truly puts the user front-and-centre in the discovery of the new foldables.

This is a revolutionary use of @ZapparApp WebAR technology, which leverages Augmented Reality storytelling to bring these new @SamsungMobile foldables to life. #GalaxyZFold3 #GalaxyZFlip3 #GalaxyWatch
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This is a revolutionary use of Zappar’s WebAR technology, which leverages Augmented Reality storytelling to bring these new Samsung foldables to life. They were created with the company’s AR platform, ZapWorks which actively helps customers visualize how these devices will enhance their lives. And the resulting engagement figures speak for themselves:

“We’re really excited with the in-store responses we’ve gotten,” says Nathan Grotard, retail marketeer at Samsung Belgium. “The average time spent in the experience is over 3 minutes, which means customers really get into the AR experience.”

With the average time spent in the AR clocked at 3.5 minutes, it’s clear customers are really engaging with these @SamsungMobile product experiences #GalaxyZFold3 #GalaxyZFlip3 #GalaxyWatch
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The scannable QR codes were communicated through screens, wobblers, and spec cards, new in 850 stores spread out over Belgium, Luxemburg, and the Netherlands, as well as newsletters, print advertising, and out-of-home advertising near bus stops.

“The Samsung experience clearly demonstrates how innovative brands are getting ahead in the new retail revolution, driving a more seamless and engaging product experience online and in-store,” says Max Dawes, Managing Director at Zappar.

A Spectrum of Augmented Reality Experiences

The Galaxy Z Fold3 5G, the multitasking productivity powerhouse, focuses on a seamless unrivalled performance. HeadOffice created three user experiences that show that device owners can watch, work and play in any situation. From the location where the QR code is scanned, they are being transported to a beach, a hotel lounge and their living room.

As for the Galaxy Z Flip3 5G, the agency embraces the lifestyle of the trendsetter target audience. Capturing their lives on the go, it showcases the advantages of a pocket-size stand-alone smartphone by telling small stories by the pool or in the park with 3D objects.

Last but not least, for the Galaxy Watch4 series (Watch4 and Watch4 Classic), they transport the users to a tennis court or on a bicycle, and demonstrate how the Galaxy Watch4 can check your body composition and blood pressure.

The #GalaxyZFold3 AR experience shows that device owners can watch, work and play in any situation, transporting @SamsungMobile customers to a beach, a hotel lounge and their own living room using @ZapparApp WebAR technology
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Bas Gezelle, strategy lead at PLAYAR Studio, commented that “The design and user experience of both foldables are excellent and that is brought to life in the AR experience. A seamless high-end experience where the product is discovered through interactive storytelling.”

@ZapparApp created a @SamsungMobile seamless high-end WebAR experience where the product is discovered through interactive storytelling
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Alice Bonasio is a technology journalist, communications consultant and Tech Trends’ Editor in Chief. Connect with her on LinkedIn and follow @alicebonasio and @techtrends_tech on Twitter.

The post Revolutionizing Retail with Augmented Reality appeared first on Tech Trends.