Should the Machine Building Company MBC Implement Augmented Reality to Support Its Service Processes? - the teaching note

Augmented reality (AR) refers to the computer-aided extension of the perception of reality and the superimposition of the real world with digital information. Data glasses or smartphones show, in real time, visual images, videos, texts, etc. which enhance the real environment. AR will have a lasting impact on business life. We live in a three-dimensional environment, but most of the data is locked in two-dimensional pages and computer screens. This gap between the real and the digital world limits our using the available data and makes it suboptimal. AR overcomes this limitation as it displays digital data and images overlaid onto our real world. In this case study, students can discuss the potential use of AR based on a specific business situation. Machine Building Company (MBC) is considering introducing AR for its service area. It is crucial for the success in service to provide service staff and customers with abundant information such as the service history, the spare parts database and information on known problem solutions. Maintenance can be assisted by displaying information about a device to a technician without him having to search for that in a repair manual. The case study follows the best practice of first discussing the strategic issues, i.e. students prepare the SWOT, process analysis, opportunities and risks, and the investment potential for the proposed project. In a second step, students will be able to discuss IT-related issues, such as the handling of hype topics in a company and the introduction of AR applications.