Google has launched a pioneering augmented reality game that connects real life with a mobile game world through geo-location technology. This has led to a speculation on the game’s implications for Google’s customer interaction management capabilities.
The game, named Ingress, challenges players to visit certain physical locations in their neighbourhood in order to take charge of local landmarks and territories.
Beyond simply driving customer engagement however, this new initiative from Google also provides the search giant with a source of highly lucrative CRM data on the movements and activities of its consumers.
In terms of customer interaction management, the game will provide Google with an important opportunity to target consumers with highly specialised offers and services based on previous behaviour. In the future, this could also be combined with augmented reality technology, including the forthcoming Google Glass, to visually integrate details of nearby landmarks with the user’s view of the physical world.
“This is classic Google,” comments Blair MacIntyre, director of the Augmented Reality Laboratory for the Georgia Institute of Technology.
“They may get information about new monuments, and that actually helps them generate more interesting search results, because these are the things that local people say are interesting.”
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