Why is this work relevant for Strategy & Effectiveness?
The AR glasses device category has barely scratched the surface of the mass consumer market.
Yet when launching Nreal Air in the US market, sales was the main KPI, along with positive ROI. Driving sales of a product barely anyone knows is ready for mass adoption was no mean feat.
This was no fuzzy-feeling brand campaign. And simply throwing money at the problem would undermine the ROI objectives. Strategic thinking was necessary to achieve the required commercial success.
AR glasses have been stuck in limbo for...