Welcome to our tenth edition of our InsideAR Speaker Spotlight series!
For our tenth edition of the InsideAR Speaker Spotlight, we are happy to introduce Dr. Stephan Erlenkämper. As the CTO at the Mayersche Book Stores he is responsible for all issues touching IT, technology and organization of the retail-chain operating 40 stationary stores in North Rhine-Westphalia (Germany) plus a growing online business.
What are you going to present at InsideAR 2014?
I am going to present the brandnew Mayersche application as the result of a project between Metaio and the Mayersche Buchhandlung KG, – a German mid-sized business in book trade, operating 40 stationary stores. Key function of that app is the recognition of our products and offering linked activities based on the product recognized. As those appeals might either be book covers or any other kind of image, the app transfers eCommerce technology to stationary business: Whenever a customer rummages through one of our stores, flips through our catalogue or simply comes across one of our city-lights, the app will recognize that appeal and offer options for interaction. By that app we augment stationary brick & mortar business and shift customer experience to the next level.
Have you ever attended InsideAR before and what was the most exciting part for you at previous events?
Unfortunately we never attended InsideAR before. Honestly speaking: I always assumed that the use of AR primarily was with engineering and I only recently realized that AR offers fantastic opportunities even for a stationary, hands-on brick & mortar business as book trade. In the recent years we spent time and resources arguing against online competition. AR gives us the chance to strike back and enrich customer experiences in-store by combining both on- and offline.
In case of our business, the next challenge will actually be threefold: First, our current AR-approach is actually 2D-based, recognizing book covers, posters and pictures. I would love that technology being able to understand 3D-situations. Second is that I would like AR to actually recognize situations from moving images – such as movies. As we offer multimedia content, it would be fantastic, if our approach recognized the movie watched and gave background information and cross-related recommendations. Last but not least we are striving to identify further opportunities to integrate on- and offline businesses.
What is your personal vision of the future of AR? What Application do you wish you had today?
Actually there are two applications and both of them sound like science-fiction: First is that I would love AR to deliver an impression of what actually hides inside a book – visualizing its content according to the very personal imagination of each customer. Second – and this actually is more a matter of 1984 than of technical restrictions – I would love being able to serve customers with an ultimate personal service: it would be fantastic to actually re-identify a returning customer simply by recognizing their faces when entering one of our stores and thereby being able to deliver ultimate personal recommendations and services.
That’s it from us for this week – be sure to visit our previous spotlight and if you’d like to watch some of the presentations from last year’s InsideAR event, check out our InsideAR YouTube playlist.
InsideAR Munich takes place on October 29th and 30th, 2014 at the Kleine Olympiahalle in Munich. Learn more at http://www.insidear2014.com/
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