Augmented realities as an emerging technology offer new opportunities due to several shifting external conditions or changing forms of social interaction. In order to investigate possible impacts, trends and relationships the employed method is based on an environmental scanning and on several semi-structured interviews, conducted with several technology experts, researchers and futurologists. The process aims to obtain valuable information on competitors, markets, customers and suppliers as well as on macroeconomic factors, such as social, economic, technological and political factors. The main research findings afforded that AR can be seen as a new communication medium or tool in an early stage level due to several major technical and social challenges and that it goes along with the evolving information technology. These days one of the most promising devices for AR applications is the mobile phone, which could open the floodgates for the mass implementation of AR. With regard to the evolving ubiquity of information and interactivity through smart things and sensors, AR will provide customized-, perceptional-, and location-based information. Life and task enhancing services and applications are assigned big potential in future solutions, which could occur in many areas and industries. Due to an economical shift towards free business models, often financed by the advertisement industry, the future development of AR will certainly be affected.

1. Emerging business models and commercialization opportunities of Augmented Reality technologies An Opportunity Recognition and Technology Strategy Process Andreas Banholzer, 19.11.2010 0

2. Table of contents Challenges for AR in Tourism Preconditions for AR in Tourism Key to the success Future directions Commercialization…to consider Critical view / Obstacles Fields of application Don’ts 1

3. Challenges – AR in tourism New communication medium or tool, that will redefine our real-life interaction, communication and information seeking behavior – But has not yet a mainstream adoption AR 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 ROI 2

4. Precondition for AR in tourism AR applications or solutions should… make traveling easier and facilitate a deeper, more informed type of travel have the potential to allow a tourist to truly connect with a destination reduce languages barriers require to venture into unknown places 3

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 directions AR 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 techniques Mobile phone – One of the most promising device Other display techniques could become predominant 5

10. Commercialization…to consider Big 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 Edutainment Free business models are becoming a norm – Freeconomy If it is free, it can be some good Free apps are affecting customer adaption positively 6

11. Critical view / Obstacles Social maturity? Loosing touch with reality – or social bridge? Abuse for marketing reasons? Brands – Events – Products Data 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 application Time Travel Tourism - Sight of ancient world 8

13. Field of application Interactive AR brochures (Videos, Offers, Discounts) – AR – Video in Print 9

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

15. Field of application Show yoursightseeings at tourismexhibitions 11

16. Don’ts Remember! User experience, Usability and Customer benefit are primordial 12

17. Q & A 13