Top Mobile Applications and Services for Engaging Customers

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Augmented reality is a technology that superimposes graphics, audio and other virtual enhancements on a live view of the real world; it is this "real world" element that differentiates augmented reality from virtual reality. Augmented reality can be used to enhance the user experience and is a logical extension of location-based and context-aware mobile interactions. Augmented reality reached the peak of its hype in 2010, and while technical and privacy concerns persist, augmented reality has substantial long-term potential and will reach mainstream adoption within five to 10 years. 

Mobile social networks, mobile applications stores and location-based services will be three of the highest value mobile services to reach widespread adoption in the next two years, according to Gartner, Inc. Digital marketing leaders who do not yet have strategies in place to exploit these opportunities need to take steps to develop them now. 

Gartner also expects mobile advertising to reach mainstream in the next two to five years, and digital marketers should keep a watchful eye on three key technologies in this field: bar code marketing, mobile coupons and augmented reality. 

"Consumer services and applications that consumers use when online — whether they're on the move, at work or at home — involve various devices which are often used interchangeably for common uses such as streaming video, shopping, banking or engaging social networks," said Sandy Shen, research director at Gartner. "Understanding how consumers are using these devices is an important element of understanding mobile's benefits and risks. Mobile technology is the vehicle of immediacy, putting mobile marketers in the critical position of being masters of timing — knowing when and how to drop the right offer at the right time." 


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