Realfiction's CEO Clas Dyrholm explains that the company now has eliminated most of the obstacles involved in using mixed reality at retail locations or public venues such as airports.
Realfiction has developed a complete subscription service that include usage of the company’s MR displays and scheduled content updates. The company is in negotiations with end-clients in the retail sector and expect to present the first agreements in Q3 2018.
The innovative subscription service enables shopping centers, retail chains and brand owners to easily adapt Realfiction’s mixed reality solutions to increase sales, create awareness and add members to loyalty programs.
“With the retail sector focusing more and more on creating inspiring experiences in-store, in order to offer a much-needed differentiation to E-commerce, we feel the interest from the market growing fast. That's why we are now making it possible for companies in the retail sector to use our spectacular mixed reality solutions just as easily as old-fashioned LCD screens. Linked to their existing campaign calendar, retail chains and brand owners can present new products and offers, show different functions or additional equipment and ask us to produce interactive services that appeal to attractive target groups,” says Realfiction’s CEO Clas Dyrholm.
End-clients in the retail sector, both in the Nordic region and globally, have already shown a strong interest in Realfiction’s new subscription service. The company’s goal is to build stable and recurring cashflows that can be used for further development and expansion on the fast-growing market for mixed reality solutions.
“Many end-clients see the potential immediately when they get in front of a Dreamoc or DeepFrame display, but earlier they had some major hoops to jump through when trying to implement the technology. They had to invest in hardware, find someone to develop costly 3D content, and then they often got stuck with that first implementation because the cost and time to develop content updates became a second barrier,” Clas Dyrholm explains.
With the new subscription model, things change radically.
“With "Magic-as-a-Service" you can now tell us where and how many displays and what type you need, what kind of content you want and how often it is to be updated. We present a fixed monthly fee and take care of everything together with our partners. No upfront costs, no hardware sales, no extra costs for content updates and maintenance. Basically, no hassles but all of the mixed reality wow-factor at a very affordable price point.”
The model opens up for a whole new subset of potential mixed reality use cases.
“This business model makes mixed reality solutions a lot more accessible. Apart from running their own content, clients can also rent out the space to brand owners. This is a great way to create a new revenue stream for shopping centers, department stores or airports,” Clas Dyrholm explains.
In the heart of this new service sits the company’s recently developed content creation platform, that is used as a valuable tool for inhouse content creation and updates.
“We were initially planning to distribute the platform to our less content-driven partners, but the strategy we have chosen now is much more effective. We can focus on developing MR communications that are effective and always up to date, and the product can be sold by all of our partners, regardless of content creation capabilities. One example of this is BrandFactory, that we are currently partnering with to create shop-in-shop solutions for brands that want to stand out from the crowd.”
Initially, Realfiction is focusing on companies and brands in the retail sector in the Nordic countries. Several potential end-clients are already showing a strong interest in the new subscription service.
“We are in discussions with a number of end-clients, as well as relevant partners with selling and execution power within retail. We focus in the Nordic region first, where this will be our primary tool for driving mass adoption of mixed reality solutions,” Clas Dyrholm concludes.