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Enterprise is where AR and VR opportunities will scale as we’ve examined — at least in the near term. One reason is a more receptive buyer with less price resistance and a clearer ROI story, as opposed to consumers.
But that statement shouldn’t imply that it’s easy. There are still sales and implementation cycles, whether you’re selling into an organization, or selling and executing new programs internally. It’s a game of education, involving both established and new tactics, given VR’s nascence.
“That tactical piece is important,” said Upload’s Enterprise Strategy Lead and EndeavorVR founder/CEO Amy Peck during a recent panel (video below). “We all understand the technology, but how do we get something built? how do we get a POC? How do we get funding?”
In a lot of cases, it starts with developing a business case that will resonate with those who control or influence budget centers. This can involve the product itself, it’s packaging, delivery and communicated value proposition. And that often comes down to a cost-savings formula.
“For a GE [aircraft] engine, a clutch replacement can cost millions of dollars,” said VR/AR advisor and Atheer VP of Strategy & BD, Rika Nakazawa. “So to be able to manipulate and use machine vision to service it brings the cost down by two-thirds in some cases.”
As for selling internal VR initiatives, it’s a specific set of tactics for things like executive buy-in accross divisions. This can get complicated when corralling several internal stakeholders, says Peck. To borrow from Nakazawa’s aircraft example, it’s about getting projects off the ground.
“Start by being very clear about budget and goals.” says VR Journey Creator & Host Cecile Eszenazi. “Are you trying to reduce cost, increase productivity, [improve] customer experience, limit risks or show innovation? Depending on goals, a solution will go in different directions.”
Lastly it’s all about strength in numbers. Get internal buy-in for not just from executive ranks but throughout the organization. VR presents a fitting opportunity to do so, given that the actual implementation and daily use can often happen outside of corporate settings.
“Technology up until now has been addressing white collar problems.” said Nakazawa. “And now this is something that’s very illuminating that blue collar factory workers are feeling like they’re able to take advantage of technology, and in a way that doesn’t need a lot of explanation.”
See the full session below.
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Disclosure: ARtillry has no financial stake in the companies mentioned in this article, nor received payment for its production. Disclosure and ethics policy can be seen here.