Augmented Reality as Blue Ocean Strategy in Port Industry

Abstract

Augmented Reality as one of the components of Industry 4.0 is defined as a technology which layers digital improvements, geared to develop an existing real life setting by appealing to the senses. Augmented Reality applications will have possible uses in logistics industry in the near future and ports as the critical components of supply chain mechanisms will have no choice but to integrate such technologies to their services. Moreover, the seaports integrating their systems and strategies to such developments are expected to open up a new competitive field for rival ports. "Blue ocean marketing strategy" (BOMS) asserts that businesses should formulate new value for products and services to customers from different segments and place themselves in an uncontested market environment. The main aim of this paper is to provide an insight regarding the Augmented Reality concept in port business and discuss how such applications can serve in building blue ocean marketing strategies. Following a literature review of the port industry from Industry 4.0 perspective, possible applications of Augmented Reality will be considered by focusing on the marketing strategies of the port businesses.