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Opinion

Augmented Reality and Brand Experiences: Examples and Business Opportunities for Enterprises

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Augmented Reality and Brand Experiences: Examples and Business Opportunities for Enterprises

By Alfred Taren | April 9, 2020

The best brands are continuously seeking new and exciting ways to reach their target audience. The brands that hope to stay relevant need to express themselves in refreshing ways to make their consumer base take notice and pay attention. With the advent of augmented reality technologies, many companies are already working toward that goal, giving their customers a new way to engage through immersive interactions.

Two Engineers Works with Mobile Phone Using Augmented Reality Holographic Projection 3D Model of the Engine Turbine Prototype. Development of Virtual Mixed Reality Application.

Augmented Reality [AR] is the latest trend in new customer experiences, and it is working well for early adopters of the technology. Most consumers enjoy trying out new techniques and experiences, making the widespread inclusion of AR in applications a reality. Whether they’re using an app that lets them see new furniture in their homes, an app that applies different makeup to their faces, or an app that lets them walk through a real estate investment, AR applications offer consumers new and better ways to engage with brands.

AR is changing the way in which companies reach and interact with their customer base, helping them stay relevant in a flooded market. With augmented reality, engagement, conversion rates, and overall sales can increase simply by creating a better brand experience.

The current applications of augmented reality for businesses show promise, and the future of AR looks bright. Businesses in every industry can feel the positive effects of AR technologies, including the gaming, healthcare, real estate, education, and entertainment industries.

The Rise of Augmented Reality
Augmented reality is a technology that allows users to superimpose 3D objects into their physical world through a mobile device. Essentially, AR overlays digital information onto the existing environment to create a new environment. One popular example is Pokémon Go, wherein users catch Pokémon they can see in the real world through their smartphones.

Many tech companies are working on improving the framework and capabilities of AR, including Apple, which launched ARKit to help app developers meet this goal. Developers can now access new tools to produce stunning augmented reality and virtual reality applications.
Analysts predict continued market growth for the AR and VR industry, citing that in 2020, there will be more than one billion people using AR applications worldwide. However, even though analysts have made sizable estimates on the market growth for a unified AR and VR world, software developers feel strongly that AR is the future and will drive the majority of growth in immersive technology.

Why won’t VR be as big as AR? Virtual reality is far more complicated than augmented reality, requiring more attention for the user, who is fully immersed in a digital environment. This limits communication with the outside world while the technology is used. On the flip side, augmented reality allows users to interact with a digital world and the physical world at the same time. Users can implement AR into their everyday lives without the need for a special headset and closing themselves off from their environment. AR users can easily switch from using AR for gaming and business to shopping and entertainment, all while staying connected to the real world.

Augmented Reality (AR) information technology about nearby businesses and services on smartphone

Augmented Reality in Marketing
Many brands have already entered the AR field, integrating AR into their mobile device and browser applications for practical and marketing uses. Some example users include Home Depot, Timberland, Sephora, Chiquita, and Genius Ventures Inc.

In 2015, Home Depot released a way for customers to see how a paint color would look on their walls before they bought the paint. The Project Color app included ways to account for light, objects, and even shadows. This gave customers a realistic idea of how the color would look inside their real environment.

In 2017, Home Depot increased its AR offerings to include furniture and furnishings. Now, customers can see how colors would look on their walls and how various furniture items would look in their homes. This technology has since been adopted by Lowe’s and IKEA, too.

Timberland has also taken advantage of augmented reality, offering a virtual dressing room that allows customers to see their faces on a model body with features similar to their own. Users can then try on different clothes and accessories that the brand sells before they purchase them. Customers have a better understanding of how the clothing will look before they invest in the items, saving time and money.

Sephora offers a virtual makeup artist program inside their app that lets customers try on high-end makeup and different combinations without having to buy the makeup first. While many people prefer purchasing their makeup in-store, some people don’t have that luxury or the time. Sephora’s virtual artist app eliminates those barriers and brings the makeup studio to users’ homes.

Chiquita has partnered with Shazam to show customers exactly where their bananas came from. The new transparency app follows the entire route of bananas from Latin America to their destination. The goal is to help consumers understand the sustainability practices Chiquita is using. To view the life of the banana, users scan the blue sticker on the banana in the Shazam app and watch the virtual journey take flight on their phones.

This year, To celebrate their 50th anniversary Superstar shoe, Adidas and WSS teamed up Genius Ventures Inc to create an in-store Augmented Reality Snapchat activation. This in-store activation with Snapchat code was highly successful, so successful, that they moved on to a second phase to include a coupon-code for a free hat upon making their purchase in-store.

ADIDAS x WSS – Snapchat Activation – Augmented Reality

[youtube https://www.youtube.com/watch?v=G5C8c_7oLrM&w=560&h=315]

Augmented Reality in Other Industries
Another example of AR integration is in the insurance industry. Insurance companies are providing ways for customers to show real-time views of damage from traffic accidents and natural disasters. On the other end of the video, operators use AR to gain a better picture of the damage, measure different aspects, and estimate the full extent of the damage and the future costs of repairs. AR accelerates the reimbursement process.

Surgeons Perform Brain Surgery Using Augmented Reality, Animated 3D Brain. High Tech Technologically Advanced Hospital.

In the healthcare industry, augmented reality gives medical students the ability to train in AR environments with mannequins that are overlaid with AR to simulate real diseases and treatments. Physicians are learning more through access to AR, and students have a more in-depth understanding of medical procedures before they enter hospitals.

Augmented Reality: The Future of Customer Experience
AR is rapidly changing the way that consumers communicate with businesses. In retail, the implications of AR in marketing are enormous and promise increased engagement and sales. AR is also taking over education, healthcare, and even the way people interact with their insurance companies.

AR is becoming more widespread and more convenient for mainstream audiences and is continually integrated into more applications and industries, making it more accessible. The technology is an ideal tool for many different brands to utilize in their marketing tactics, offering new and exciting ways to reach their customer base.

 

Alfred Taren | President
a: Genius Ventures Inc | Los Angeles | Vancouver
e: alfred@geniusventuresinc.com | w: www.geniusventuresinc.com
p: + 1 626 736 3625
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The Inland Empire Business Journal (IEBJ) is the official business news publication of Southern California’s Inland Empire region - covering San Bernardino & Riverside Counties.

Banking & Financial Services

Rate Changes are Looming: Follow Long-Term Game Plan for Winning Capital Decisions

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By Greg Martinez-Miller

While basketball fans everywhere are following NBA schedules, business owners are tracking the 2024 Fed meeting schedule. But just as true hoops enthusiasts know that game strategy is comprised of more than three-point shots, so should business owners remember that interest rates aren’t the only factor for long-term success. Last December, the Fed said that it expected to cut rates, which are at a 22-year high, three times in 2024. Yet when the central bank met in March, it left rates unchanged, saying it didn’t want to jeopardize lower inflation and healthy economic growth.

So, when the Federal Open Market Committee meets again on April 30-May 1, anticipation will be high. Prognosticators are on every channel, wondering whether the central bank will keep its 5.25-5.5% target rate unchanged again, or if it will announce the first of its three cuts. And if it does, observers ask, how could lower rates impact growth in the U.S. economy? 

As a commercial banker who has watched the interest rate scoreboard over the past 16 years, here’s my advice from the sidelines: Stick to your long-term game plan. Put your company in a position to win the balance-sheet game when it comes to the cost of capital.

Here are my four key strategies from my dogeared playbook to keep your head in the game:

1. See the court

Do not focus on interest rates alone for your capital strategy. You need to be aware of other negotiated factors when funding your company’s financial future. Besides interest rates, other terms — loan maturity, advance rates, and guarantees — can offer important value. Many times, it makes good strategic sense to pivot from the interest rate toward other terms to advance your company’s medium- and long-term game plan.

2. Do not overreact to the officials

The Fed is like an economic referee, making calls to control the economy’s pace. Do not lose your cool when the whistle blows. Three rate reductions are still expected this year, but when the central bank plans to make that call, no one knows – yet.

3. Manage the clock

Think about timing when it comes to borrowing. When rates dip, you might consider making a few key borrowing moves to fund some crucial projects and wait to fund other projects later in the game. Consider the purpose of the debt on your balance sheet. Would your company benefit from having a mix of floating and fixed rates? This may allow you to hedge and still potentially benefit from low floating rates, while also maintaining certainty for longer-term, fixed rates.

4. Stick with your game plan

When rates do change, do not throw out your playbook. Instead, call a time out and consult with your banker or interest rate risk advisor to help ensure your borrowing decisions match your company’s long-term plans and goals for continued growth and success.

If you do not need capital, do not borrow just to lock in a lower rate. Interest rates should not be the driving factor when making borrowing decisions. Borrow when you need to; have a good reason for it.

Remember, interest rate changes will always interrupt the flow of your game. But your goal is to ensure that your financial future is deliberate – not purely defensive, based on the ebb and flow of interest rates.

Greg Martinez-Miller is the commercial banking leader for Wells Fargo in Inland Empire. Based in Ontario, Martinez-Miller leads a team of commercial relationship managers in Riverside and San Bernardino Counties. The views expressed present the opinions of the author on prospective trends and related matters in middle market banking trends as of this date, and do not necessarily reflect the views of Wells Fargo & Co., its affiliates and subsidiaries.

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Opinion

Despite Popular Narratives, California’s Economy is Doing Fine…For Now

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Leading Economic Forecast Pushes Back Against “Doom and Gloom” Prophecies; State’s Housing Supply Problem At The Crux Of Slowing Economy

California is far from becoming the ‘failed state’ depicted by critics, and even a cursory look at the data proves it, says one of the state’s leading economic forecasts. According to Beacon Economics‘ latest outlook for California, the state’s economy will continue to grow in the near future and there is little sign of a recession in 2024.

Consider a few of the new forecast’s findings:

  • Since just prior to the pandemic, the number of jobs in California has grown by only 2.1%, compared to 3.7% in the nation as a whole, however, the state’s private sector output has grown by 10% compared to just 8% in the nation overall. This means that California’s output has expanded through greater worker productivity.
  • California’s median household income grew by 9.2% from 2019 to 2022, compared to just 8% growth in the nation overall. Median incomes in the state are now 14.3% higher than in the U.S. as a whole, the largest gap ever seen in this data.
  • Real income (accounts for inflation) has increased despite persistent claims to the contrary. Official data from the U.S. Bureau of Labor Statistics shows a 20% increase in consumer prices in California between the end of 2019 and the end of 2023, but a 23% increase in workers’ average weekly earnings over the same period. Importantly, the earnings growth has been greatest among lower skilled workers, according to the new forecast.
  • From 2019 to 2022, the average poverty rate in California was 12%, lower than the U.S. average and the lowest level ever seen in the state.

The new forecast is careful to acknowledge California’s glaring problems, including its housing shortage and massive budget deficit, but argues that untruthful and excessively negative narratives are making things materially worse by affecting the way leaders spend their time and do their jobs.

“The state’s economy certainly has its share of problems, but many of these issues are things that can be solved with some pragmatic changes to state policy,” said Christopher Thornberg, Founding Partner of Beacon Economics and the forecast author. “When pessimistic public narratives take hold, no matter how false or overblown, elected leaders tend to veer off on impractical missions to fix problems that don’t really exist – at least not in the way these artificial narratives say they do.”

One of the most urgent, and real, challenges facing California this year is it’s colossal budget deficit of between $35 and $70 billion, depending on who you ask. But according to the new forecast, this gap is not a function of the state’s economy, which is growing, it is the obvious (and oft repeated) result of a volatile revenue system that badly needs to be overhauled.

“California loves soak-the-rich policies, and our high marginal tax rate on high-income earners means that when financial markets are hot, revenues surge, but when asset values fall or crash, it cuts deeply into the state’s tax haul,” said Thornberg. “On top of that, we have a mishmash of band aid type laws that have been put in place over the years which force a certain amount of spending, preventing lawmakers from saving for lean times.”

All that said, according to Thornberg, California’s biggest budgetary problem today is not with revenues but expenditures. “State spending is currently 40% higher than it was pre-pandemic, and as painful as it is, the deficit will not fully go away until either programs are cut back or new taxes are raised, both of which would be incredibly difficult to achieve,” he said.

In terms of the state’s economic future, perhaps California’s most burning dilemma is its low supply of housing, which has driven infamously high housing costs and a declining population, ergo workforce. According to the forecast, the only way to fix the problem is to sharply expand the pace of new housing supply. “This is a tremendously consequential issue for the economy and population of the state – a workforce cannot grow if there is nowhere for workers to live,” said Thornberg. “The inability to genuinely tackle our housing supply issue is slowing the mighty California economic machine and the effects we’ve started to see in the past few years will only grow worse.” 

View the new The Beacon Outlook California including full forecast tables here.

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Education

Unlocking Potential: Fostering Inclusion and Innovation through Entrepreneurial Education at REAL Journey Academies

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The REAL Journey Academies Entrepreneur High School Model / Inclusive Education Programming

Inclusive education is a fundamental right for all students.  REAL Journey Academies was founded on this principal. The unique high school programs of Entrepreneur High Schools in Fontana and San Bernardino integrate entrepreneurship and career & technical education (CTE) to offer a unique opportunity to unlock the potential of students and prepare them for success in the constantly evolving century workforce. By providing tailored support, fostering self-confidence, and nurturing entrepreneurial skills, our unique high school program empowers students with IEPs and hidden talents to thrive academically, professionally, and personally.

This white paper explores the values of  our entrepreneurship focused high school program for students with IEPs and hidden talents, highlighting the program’s potential to promote inclusion, boost self-esteem and cultivate a culture of innovation and entrepreneurship.  The value proposition of our programming, in relationship to inclusive education, include:

  1. Promoting Inclusion:
    • Our entrepreneurship focused program focuses on full inclusion by providing students with diverse learning needs, including those with IEPs and hidden talents, with opportunities to actively participate in hands-on, experiential learning experiences.
    • By embracing diversity and fostering a sense of belonging, the entrepreneurship focused program of REAL Journey Academies empowers all students to realize their full potential and become active members of their communities.
  2. Boosting Self-Esteem:
    • Entrepreneurship focused programming at its core boost self-esteem and confidence by recognizing and celebrating students’ individual strengths, interests, and talents.
    • Through project-based learning and real-world experiences, students in an Entrepreneur High School have the opportunity to showcase their skills, gain recognition for their achievements, and build a positive sense of self-worth.
    • Our program is designed to give students the support and encouragement they need to overcome challenges, set ambitious goals, and pursue pathways to success that align with their unique abilities and aspirations.
  3. Cultivating a Culture of Innovation:
    • Our entrepreneurship focused program cultivates a culture of innovation by encouraging students to think creatively, problem-solve collaboratively, and pursue their entrepreneurial dreams.
    • By providing students with the tools, resources, and mentorship they need to explore their passions and develop their talents, the unique Entrepreneur High School Program is designed to inspire a lifelong love of learning and skills associated entrepreneurship.
    • Through extensive work-based learning experiences and real-world projects, Entrepreneur High School students have the opportunity to unleash their creativity, tap into their potential, and make meaningful contributions to society.

The REAL Journey Academies’ entrepreneurship focused high school program has immense value for all students, including those with IEPs and hidden talents. By promoting inclusion, boosting self-esteem, and cultivating a culture of innovation, at its foundation our program is designed to empower students to overcome barriers, fulfill their potential, and pursue their dreams. As we strive to build a more equitable and inclusive society, investing in developing entrepreneurial skills in students with diverse learning needs is not only a moral imperative but also a strategic investment in our collective future

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