AUGMENTED REALITY AS BLUE OCEAN STRATEGY IN PORT INDUSTRY
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Date
2018
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Abstract
Augmented Reality as one of the components of Industry 4.0 is defined asa technology which layers digital improvements, geared to develop an existingreal life setting by appealing to the senses. Augmented Reality applications willhave possible uses in logistics industry in the near future and ports as the criticalcomponents of supply chain mechanisms will have no choice but to integratesuch technologies to their services. Moreover, the seaports integrating theirsystems and strategies to such developments are expected to open up a newcompetitive field for rival ports. “Blue ocean marketing strategy” (BOMS)asserts that businesses should formulate new value for products and services tocustomers from different segments and place themselves in an uncontestedmarket environment. The main aim of this paper is to provide an insightregarding the Augmented Reality concept in port business and discuss how suchapplications can serve in building blue ocean marketing strategies. Following aliterature review of the port industry from Industry 4.0 perspective, possibleapplications of Augmented Reality will be considered by focusing on themarketing strategies of the port businesses.