ABB has turned to augmented reality specialist Hidden Creative to develop a demonstration of its fast track modular substation solutions for railway applications using the latest augmented reality technology.
ABB designs, builds and commissions complete turnkey power supply and network management systems for railways, offering a wide variety of innovative and reliable products for every aspect of the rail industry.
The company’s aim is to demonstrate to its customers the very latest technology available to them, this includes a modular substation for rail power applications.
This will enable ABB to increase awareness of this application that significantly reduces the project lead time and complexity since the substation is factory assembled and delivered using the relevant transport means.
This solution is particularly beneficial to the rail industry as it reduces disruption to the rail network.
The challenge was that many of ABB’s products are too large to showcase at a trade show or at meetings with customers, therefore with the use of augmented reality ABB is able to communicate their unique USPs.
Augmented reality is the perfect solution because the technology is a simple and visual way to demonstrate the latest technologies.
The technology allows ABB’s customers to experience the product in ways which otherwise would be impossible.
The augmented realty demo uses interactive 3D images to show how the products are built, showcase their features and how the solution is delivered. It is used as a presentation aid for sales staff to help customers visualise the solutions and their benefits.
Initially the augmented reality demo was showcased at leading industry event Railtex (14-16 June).
Augmented reality is the perfect tool for event organisers because, as well as being an eye catching on-stand feature, recent research shows that augmented reality increases on stand dwell time to an average of 15 minutes and increases qualified leads.
The augmentations are also available online here, and Hidden Creative has also produced an augmented reality display advert which appear in the Railtex event guide.
Karen Strong of ABB, said: “Augmented reality is a great sales and marketing tool because it’s a simple way to help customers visualise often complex products and services and it aids our sales teams in telling the story behind our product.
“The technology is often great for those products which are too large to demonstrate and it’s a superb way to engage with customers.”
Matt Trubow, Chief Executive of Hidden, said: “Augmented reality is a great sales aid, especially as there is research which shows that by putting a product in the hands of a customer that they are more likely to engage with your sales presentation and buy a product.
“With augmented reality we can allow ABB’s customers to interact with a product that they might otherwise never see.”
