The rise of augmented reality (AR) has been noteworthy, capturing the attention of both businesses and consumers alike. Among the trailblazers in the AR space is Augment, a Paris-based startup that has received significant funding to elevate its innovative solutions. With insights drawn from a recent investment round, let’s delve deeper into how Augment is shaping the AR landscape, particularly in the B2B sector.

A Bold Step Forward with Funding

In a significant development earlier this year, Augment announced that it successfully raised over $3 million in Series A funding from Salesforce Ventures. This latest influx of capital brings its total investments to an impressive $4.7 million since its inception. Such financial backing is indicative of the confidence that investors have in Augment’s potential to revolutionize how businesses interact with augmented reality.

Bridging the Gap Between Products and Purchasers

Augment’s AR technology, which is built on PTC’s Vuforia platform, provides unique solutions tailored both for consumers and businesses. However, it’s the B2B application that truly shines. A compelling example of their offering includes helping vendors visualize product placements before committing to purchases. By allowing brands to demonstrate how products would appear within a merchant’s store environment, Augment significantly enhances decision-making processes.

• **Coca-Cola Germany** and **L’Oreal** are among their notable clientele, showcasing their capability to serve multinational brands.
• Sales reps can provide real-time AR simulations, offering merchants a clearer picture of product placement, which ultimately streamlines the purchasing process.

Integration with Salesforce: A Game Changer

The synergy with Salesforce through integration into the Salesforce1 Mobile App is a pivotal move for Augment. It allows businesses to harness augmented reality sales solutions to capture 3D product simulations attached to specific sales opportunities. This feature not only enhances communication but also expedites the entire sales cycle. Imagine, for instance, your sales team being able to visualize a new product in a physical retail space during a client pitch. This brings presentations to life, showcasing products in their potential settings.

The Practical Nature of Augment’s Technology

While Augment’s technology isn’t completely novel, its application is what sets it apart. Many aspects remind us of early AR demos seen over a decade ago. However, it’s the accessibility and practicality of their platform that makes it significant. Augment has effectively carved out a niche where AR becomes an essential business tool rather than just a flashy marketing gimmick. By focusing on creating a reusable platform for AR visualizations, they are positioning themselves strategically within an industry that is gradually moving out of the “Trough of Disillusionment” and into a phase of constructive application.

Looking Ahead: The Path Forward for Augment

In the evolving world of augmented reality, Augment’s business model is remarkably well-thought-out. Their commitment to developing practical solutions makes them a crucial player in the AR space. As they continue to innovate and secure partnerships with established platforms like Salesforce, the potential for growth is striking.

Conclusion

Augment is not just riding the AR wave; they’re shaping its direction. With their recent funding and innovative offerings, they are well-equipped to take augmented reality from a conceptual tool to a practical solution for diverse industries. As AR continues to integrate into business processes, companies like Augment will remain at the forefront, demonstrating that technology can drive productivity rather than just serve aesthetic purposes.

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