According to Hasan, IQVIS’s unique value proposition is in helping their customers answer three important questions with regard to AR—what technology to use, when to use it, and how to use it. With experience in trying and testing topical technology, IQVIS helps its customers find the best suited AR solution that can focus on their business use case to achieve the expected results, in a manner that does not overwhelm their exploratory budgets. “Once we hone a particular solution, our objective is to implement that in a way that always underlines overall user experience,” elaborates Hasan, “We need to understand what we want the end users to feel when they undergo the AR experience.”
IQVIS’ anchoring emphasis on understanding the end user’s psyche proved elementary as they forayed into the events and trade shows arena.
Once we hone a particular solution, our objective is to implement that in a way that always underlines overall user experience
Their customers, the advertisers at a conference, kept stacks of roughly 5000 brochures for attendees and didn’t have an idea as to what the results of the distribution were. IQVIS developed an AR experience platform to engross attendees when they used the official event mobile applications to scan the brochures, which acted as the markers. The idea was simple and cost-effective in that the brochures did not have to be changed in any way; the platform was linked to the application leveraging AR to put the content forth in a rich video experience, hence bringing the brochure to life. More importantly, explains Hasan, IQVIS was able to deliver useful insights to their customers in terms of what the attendees did with their brochures. “Now there were suddenly numbers and analytics on the usage of those brochures,” he reminisces, “The exciting part for us was the hype it created in the people’s minds when they shared the brochure experience with their co-workers, friends, and family members.”
IQVIS is planning to enhance their solution with gamification, building on top of existing AR toolkits. On the one hand, it can help marketers develop an incentive program and on the other, help their existing customers in the events and conferences space to route attendee traffic, much like the sensational Pokemon Go. IQVIS believes that the future is bright for AR, with bigger technology players putting their weight behind its development. “In the early debate of AR vs. VR, we picked AR. We are glad that our choices have worked out and the industry is headed in that direction,” summarizes Hasan.