The document discusses the challenges and opportunities for augmented reality (AR) technologies in tourism, emphasizing the need for enhanced user experience and customer benefit to drive adoption. It highlights future directions for AR, including personalized information and mobile integration, as well as potential applications like interactive brochures and on-site information. Additionally, it addresses commercialization aspects, including the potential for free business models and the importance of navigating obstacles such as data privacy and sensory overload.

1. Emerging business models and commercialization opportunities of Augmented Reality technologiesAn Opportunity Recognition and Technology Strategy Process Andreas Banholzer, 19.11.20100

2. Table of contentsChallenges for AR in TourismPreconditions for AR in TourismKey to the successFuture directionsCommercialization…to considerCritical view / ObstaclesFields of applicationDon’ts 1

3. Challenges – AR in tourismNew communication medium or tool, that will redefine our real-life interaction, communication and information seeking behavior – But has not yet a mainstream adoptionAR will in future offer a bunch of new opportunities, products and solutions – But which solution will satisfy the tourist’s need and create added value to them?Requires investments – But may generate less or no ROI2

4. Precondition for AR in tourismAR applications or solutions should…make traveling easier and facilitate a deeper, more informed type of travelhave the potential to allow a tourist to truly connect with a destinationreduce languages barriersrequire to venture into unknown places 3

5. Key to the successUser experience, Usability and Customer benefit primordial

6. Human beings are vital driver for technology evolution

7. AR solutions has to appeal through simplicity, agelessness, ergonomic factors

8. AR as a kind of real life social bridge – Interaction 4

9. Future directionsAR will provide customized-, mood-, and location-based information.Information could flow and interact regarding PlaceTimePeopleThings.Selective, semantic and personal perception of the environment.May lead to so-called “perception communities”“Augmented vision” due new displaying techniquesMobile phone – One of the most promising deviceOther display techniques could become predominant5

10. Commercialization…to considerBig potential: LBS, Life-simplifying services, Task-enhancing Drivers: New products & services, consumer, competition, cost reduction, optimization, diversification, profit High Utility B2C: Retail & Commerce, Publishing, Path finding & Navigation, Cultural heritages, Game- and EdutainmentFree business models are becoming a norm – FreeconomyIf it is free, it can be some good Free apps are affecting customer adaption positively 6

11. Critical view / ObstaclesSocial maturity? Loosing touch with reality – or social bridge? Abuse for marketing reasons? Brands – Events – ProductsData privacy or a less complex life? Information oversaturation? Or targeted and semantic information? Sensory overload or need for information?Exclusive society? Perception communities? Social gap?Reality not interesting enough? Breaking the human and physical limits? Out of the box world? 7

12. Field of applicationTime Travel Tourism - Sight of ancient world8

13. Field of applicationInteractive AR brochures (Videos, Offers, Discounts) – AR – Video in Print9

14. Field of applicationOn the spot information (Outdoor & Indoor)10