From smart speakers, to augmented reality(AR) and virtual reality(VR), to messaging platforms, to the entire app ecosystem—these cases illustrate how approaches to privacy and trust are becoming strategic initiatives. The report also lays out best practices to ensure that privacy and trust are essential pillars of all digital transformation efforts. The Market for Privacy—Why Now?
The iPhone 12 Pro became the first phone to have a back-facing Light Detection and Ranging (Lidar) camera, which enables more sophisticated augmented reality(AR). (Top-end Android phones use a similar Time-of-Flight, or ToF sensor.) Lidar can near-instantaneously detect depth and size, allowing for rapid and very detailed mixed reality functions for apps, such as furniture placement or full-body Snapchat Lenses. This should supercharge mobile AR spending and make such ads more feasible.
Virtual reality(VR) has the potential to redefine how brands engage with consumers, and companies in China are investing heavily in this emerging technology. But adoption there has hit a wall, meaning the industry must overcome technical challenges, and other pain points, for VR to become a game changer for consumer marketing.