The document discusses how augmented and virtual reality technologies can be used in various areas of the packaging industry, including: 1. Using product sleeves and labels as markers to provide interactive AR/VR experiences for branding, marketing, and engaging consumers at different stages of the purchase funnel. 2. Enhancing sales of manufacturing equipment and systems by allowing customers to immerse themselves in virtual demonstrations of complex production lines and customization options. 3. Streamlining spare parts procurement, maintenance, and repair of production systems by overlaying technical information to guide technicians and enable remote collaboration. 4. Improving training programs by simulating dangerous or complex procedures to allow repeated practice in a safe virtual environment.

1. AUGMENTED / VIRTUAL REALITY IN
THE PACKAGING INDUSTRY
Photo credit: SIG & Star VR Blog
SLEEVES | MACHINES | SPAREPARTS | TRAINING

2. 1
“OPEN DOORS TO AGILITY,
GREATER REVENUE POTENTIAL,
LOWER COSTS OF OPERATIONS
AND EXPLORE NEW WAYS TO
WORK BY OPENING UP TO THE
NEW DIGITAL REALITY.”
What started out as innovation in the gaming and
consumer industry is poised to take the business world by
storm. AR / VR is not new to the business world.
The aviation industry has been using this technology in the
Flight Simulators from the 1980s. They have also been on
the forefront of using 3D CAD for Product design and
development. The PLM vendors have played a key role in
democratizing 3D as a medium to convey concepts, ideas
and product information throughout its entire lifecycle.
So, what was missing? Consumerization and Immersive 3D
experience.
Then came along the Pokémon game which stimulated
interest in Augmented Reality. Head Mounted Display units
was the other innovation that set the VR market on fire by
providing immersive user experience.
AR / VR technology is evolving to a point where graphics
resolution, motion tracking and latency improvements are at
the level where it can be used for industrial application.

3. 2
“COMBINED VR AND AR SALES IS
FORECAST TO HIT $150 BILLION BY
2020.” – PWC REPORT
“CONSUMERS WORLDWIDE WILL
PURCHASE BETWEEN 50 AND 300
MILLION IMMERSIVE DEVICES
ANNUALLY BY 2025.” – GOLDMAN
SACHS REPORT
Manufacturing and Product Design companies have always
made the case for managing the product lifecycle of any
asset using a Digital alternative. A product can be
conceptualized, designed, simulated, tested and maintained
using the virtual model without even creating a physical
prototype. Actions in the virtual world is less expensive,
more flexible and can be done with great agility.
If you add AR / VR technology to this virtual world, the
possibilities are immense and a natural progression as we all
start to adopt such technology in our daily lives.
The key is rapid consumerization of AR / VR technology. Just
like mobile devices becoming mainstream and enterprise
embracing these devices as a productivity tool, we feel that
AR / VR technology will become an important factor to drive
competitive advantage and vastly improved user
experience.

4. 3
PACKAGING & AR / VR TECH

5. 4
Billions of liters of water, milk, juices and other liquid foods are consumed around the world. Packaging industry
has been in the forefront to provide a range of packaging options that will protect the nutritional value and taste
of the product inside. In addition, there are other considerations to be considered while designing a Package.
From a consumer point of view, standing tall from rest of the brands in the clutter of a Supermarket aisle is
important. Even further is the need for packages to offer convenience of handling the package, support optimal
shelf-life, provide information that is relevant and easy to understand.
On the other hand, if you look regulatory and sustainability aspects the challenges to design, develop and stand
out gets even more challenging. As consumer tastes and trends change, brands will need to evolve its labels
and packaging solutions to protect what is on the inside and promote the brand on the outside.
We believe that digital technologies like Product Lifecycle Management will have significant impact on how
consumer goods companies will implement their digital strategy. For example, P&G is implementing the “Perfect
Product” and “Perfect Package” industry solutions to connect data, employees and consumers aiming to improve
company packaging, product design and managing the complete lifecycle of the Product.
Use of AR / VR will be a natural extension of their digital strategy for many brands and these technologies bring
everyone closer by providing a deeper and immersive connection with the brand. VR, AND AR will alter how
companies communicate with customers and how consumers interact with data in the world around them.
Brands will be able to interact with consumers as they walk, drive, shop, and work, and enhance their lives by
providing relevant information
We believe time is ripe for the Packaging Industry to align and take advantage of what is poised to be the norm
in our near future. Let us examine a few key areas where the Packaging Industry can consider using AR / VR
technology.

6. 5
SLEEVE AS A BRAND BUILDER
Food & Beverage industry have been innovating to keep up
with our lifestyle changes. Innovation in packaging has
played an important role to differentiate the brand from
others. Packaging has played an important role in building
brand awareness and also nurturing them over a period of
time to stay ahead of competition.
Consumers behavior is changing rapidly and we can see 3
distinct trends.
1. Simplicity: Short attention span is the new norm.
Social Media adoption and our busy lifestyles show
that brands have a tough ask to hit the sweet spot
and grab the attention of the consumer. Consumers
want simplicity in their products.
2. Mobility: Consumers are increasingly well travelled
and have a busier lifestyle than ever before. Every
trend in retail and tech is all about ushering in
convenience to the doorstep of the consumer. They
need products that are designed to fit their busy
lifestyle – always on and mobile.
3. Digital: Brick & Mortar stores are augmented by
online storefronts in retail, catering to the changes
in consumer behavior. Just standing out in a
supermarket aisle alone won’t cut it, retailers and
brand managers will have to get creative to tap into
the digitally savvy consumer, to create a deeper
connection.
Product Packaging can play an important role in addressing
the 3 trends – need for simplicity, going mobile and deeper
connection via digital. Brands can engage with their
consumers by leveraging the product sleeve as the marker
for providing compelling experiences. The experiences
could be tailored to meet the needs of the campaign
objectives (build awareness, engagement or stimulate
advocacy) with the use of AR / VR technologies.
AR / VR technologies can be used to stimulate every stage
of Product marketing funnel:

7. 6
1. Brand Identity and Awareness: Focus at this stage is to showcase the value of the product, provide
educational content and build relationship with the consumer. AR/ VR can be used to showcase unique
values that the Product provide and thereby cement the brand identity. For example: the markers printed
on the packaging can bring to life content show casing, information like nutritional value and ingredient
details and benefits, tell the product lifecycle story – from farm to table, contributions to environment
sustainability etc.)
2. Customer Engagement and Consideration: The next stage of campaign is to provide specific and
targeted content to build a deeper relationship with the identified consumer. Gaming and other
branding related campaigns can come to life use AR / VR content at this stage where the consumer is
interested in learning more about the product or campaign. Brands are using 3D content, interactive
overlays /games, event sponsorship related participative campaigns to drive customer engagement.
3. Conversion and Incentivize Purchase: The goal of this stage in the marketing funnel is to convince the
consumer to purchase the product. Product Managers and marketing campaigns should focus on
talking about the benefits, showcase the benefits of the product and create a sense of urgency to
purchase the product right away. AR / VR technologies can augment existing marketing strategies to
stimulate the decision making from the consumer point of view.
4. Loyalty: Campaigns to drive retention of consumers by providing helpful and relevant content is key. AR
/ VR adds the required fresh factor in the content to remind consumers about the brand that they chose
5. Advocacy: Once the product has successful loyalists, campaigns can be created to turn these fans to
recommend and advocate the products. Campaigns can use social media and AR / VR media content
to generate required buzz using the network reach of these loyalists.
The possibilities to use AR / VR tech using markers or brand logos to generate content required for various
stages of Product Marketing is immense. It provides tremendous opportunity for Sleeve manufacturers and
label designers to work closely with Brand Managers to drive successful campaigns and differentiate from
competition as the brand evolves.

8. 7
MANUFACTURING EXECUTION
SYSTEMS & AUTOMATION
Complex production line systems or Manufacturing
Execution Systems (MES) are the lifeline for many F&B
companies. Most modern line systems are modular, scalable
and customizable to cater to unique production runs.
Understanding the complexity and unique capabilities of
these systems along with multiple optional subsystems that
can be configured is not an easy task for the sales team to
convey to their prospects.
What makes the task even more difficult for the Sales team
is that it is not always easy to have a reference system at
hand to showcase to prospective buyers.
2D presentations and videos do not provide the deeper
understanding that an immersive VR presentation can
provide. We believe that AR / VR renderings can enhance
the deeper collaboration between MES sales team and F&B
manufacturers. AR / VR applications can be built to provide
the required level of interactivity. For example, the various
systems can be viewed in great detail, broken down into
individual subassemblies to understand the various options
that are available to choose from. We could also depict the
entire process flow through the manufacturing plant to get
a deeper understanding of the proposed solution. AR / VR
tech will help the manufacturers to select the right product
and configurations that suit their operations.

9. 8
SPARE PARTS, MAINTENANCE &
AFTER SALES SUPPORT
MES Systems is the lifeline for many F&B manufacturing
operations. Breakdown of production line can cause havoc
to the brand’s supply chain. In order to avoid and mitigate
breakdown risks, manufacturers look towards a robust after-
sales service from the OEM who supplied the MES system.
OEMs have the onus to mitigate the breakdown risks by
conducting appropriate preventive maintenance and
efficient rectification of any faults to a minimum. Given this
mandate OEM team could arm their field service engineers
with AR technology to overlay critical information over
actual installation. This would help in providing the service
engineers with streamlined workflow and guidance to finish
their tasks efficiently. The AR application could also aid the
service engineer with quick identification of spare parts and
order them if not available in stock.
Work in the factories & field are increasingly getting complex
and requires fair amount of collaboration and insights from
multi-disciplinary experts and real-time data. Factory workers
/ Field Service Staff are prime candidates to adopt and
benefit from AR/VR technologies that streamline workflow
by providing information like maps, instructions, schematics
etc., to efficiently complete their tasks.
Sometimes real-time sensing of environmental parameters
like temperature, humidity etc., and the ability to interact
with remote experts, who can see what the user sees
provide additional context to solve the issue at hand.

10. 9
Virtual Product Catalogs – using AR technology can help
Sales team and Service engineers to do their tasks efficiently.
The sales team can demonstrate vivid AR simulations of the
part in use, to illustrate the assembly and its related
information. The benefit of such AR app is lower cost of sales
operation and also quicker shared understanding between
the customer and the OEM during problem resolution.
Trade fairs also provide an excellent opportunity to connect
with your customers to explain the benefits of a specific
spare part. AR technology is being used to showcase the
benefits of using a genuine spare part compared to third
party products.
Vuzix and SAP have collaborated to produce an AR Warehouse Picker
that allows warehouse staff to be completely mobile & hands-free using
visualization and voice recognition. The work instructions are received
by the warehouse staff on the Vuzix smart glasses and are able to
complete the work without a hand-held scanning device. The benefit
here is streamlined work and improved user experience.
SAP Service Technician is an application that allows field service
technicians to have access to as-built 3D Visual Enterprise Models of
their workplace with instructions anywhere in a hands-free experience,
allowing them to perform necessary operations. The application also
allows for collaboration with a remote expert, who can give directions to
the technician by looking at the feed from the Smart Glass.
GE Smart Helmet is being used to streamline work for GE Oil & Gas’
Turbomachinery Solutions. It provides collaboration between field
engineers at remote sites and experts sitting at various GE offices
worldwide

11. 10
TRAINING
F&B Packaging solutions like MES are complex and critical to
operations. Well trained staff and customers are essential to
ensure best practices and proper procedures are followed
at all times to mitigate risk of bringing the entire production
to a halt.
Training tools like eLearning are archaic, reason being the
content is static, unintuitive and disconnected from real
world. Usually the instruction design is primed for one-way
flow of content like images, videos and voice overs. There is
no practical simulation, feedback or meaningful testing. On
the other hand, “Live / Classroom training” is expensive
(travel, facility costs, instructor fees etc.), limited in reach and
hard to schedule. Most people learn by doing. Studies show
that people remember 90% of what they do and only 20%
of what they read.
Given this fact, virtual simulations like 3D interactive
trainings, AR/VR course content and instructional design
can bridge the gap and fill the void created by costly &
ineffective trainings. Simulated learning is nothing new to
the Aviation industry as Flight Simulators have been
employed to training Aviation professionals since the 80s. AR
/ VR applications may allow organizations to train staff
effectively at lower cost, accelerated learning journeys and
reduced risk.
Bechtel – an engineering and construction company is planning to use
SafeScan job training to virtually train its workers before sending them out
to the job. Workers will wear VR headsets and train by simulating
dangerous task procedures, allowing trainees to repeatedly practice risky
work situations in the safety of classroom. Overtime the all workforce take
training, usage data is aggregated and blended with GIS data, safety
history, factors such as vibration analysis and regulatory requirements. Risk
Mitigation then can be automated by using a predictive engine that
pinpoints factors of highest risk and sends out timely alerts to prevent
injuries and fatalities.

12. 11
Wal-Mart’s bets on VR for employee training. VR Training to be used at
200 training centers by end of 2017 and that’s close to 150,000
employees. Walmart is working on VR applications that can simulate and
train employees on Customer Service scenarios, Avoiding and Spotting
errors in the Stores, Store Management during holiday rush, Health &
Safety scenarios like hazardous spills, weather conditions etc.

13. 12
HOW CAN HYPERREALITY TECHNOLOGIES HELP?
SLEEVE AS BRAND
BUILDER
The major challenge in marketing the Sleeves, to potential customers lies in making them
experience the options, possibilities AR / VR can provide.
- AR applications can help the customers visualize the interactive, 3D options of the
design, 3D live content, designs coming to life outside the typical print brochures
creates higher buy in and acceptance for the customers.
- AR apps can be extended to explain he various features, quality standards and ease of
usage for the various product ranges has to offer. This becomes a much easier tool for
marketing and the content can be easily made multi lingual.
- The staff can be easily trained on the solution, leading to marketing effectiveness using
the highly innovative tool to reach potential customers and upselling to existing
customers with no extra effort.
MANUFACTURING
EXECUTION SYSTEMS &
AUTOMATION
Major challenges exist in marketing the MES systems and solutions that solution providers have
to offer:
- MES Systems like Filling machines, Line Monitoring and automation solutions offered
by Solution Provider, are not physically made available for every prospect who requires
experiencing, interacting and visualizing the final product first hand.
- Existing customers may not be willing to showcase their machines to others for
competitive reasons.
Here, Solution Providers have an opportunity to use VR solutions of Hyperreality in showcasing
its excellence in engineering complex machine ranges to the customer as if they are present in
real.
The immersive virtual content alongside the ability to view in great detail various parts and sub-
assemblies using the explorative mode provides excellent opportunities to, experiencing the
complete process virtually. Customers will be able to virtually understand the advanced
technology, features and various integrations that the Solution Provider can provide.
The same Marketing tool can be extended to the various Trade shows and exhibitions where
the logistics of transporting, storing the Huge complex machines are not a concern anymore to
accelerate the sales.
SPAREPARTS,
MAINTENANCE & AFTER
SALES SUPPORT
After Sales service, including maintenance, sale of spare parts, pro-active preventive
maintenance requirements et al is challenging as customers seldom are aware the immediate
requirements to avoid huge system, equipment failures/shutdowns.
- AR/VR solutions of Hyperreality help the customers understand, experience, interact
immersively to understand the various impacts of wear, tear and incorrect handling.
- With a Virtual Product Catalog, customers and field engineers can have efficient
access to over 100,000++ spares under various categories and equipment heads.
- The same Catalog can be used at Trade fairs & Exhibitions by the Sales advisor to easily
demonstrate the benefits of using OEM spares from Solution Provider to efficiently
manage disruptions.
TRAINING The Training requirements for Clients, Internal Staff is usually challenging having to transport the
users to a major location of the Solution Provider to demonstrate the equipment, systems &
work processes. requirements to avoid huge system, equipment failures/shutdowns. The cost of
transportation, cost of training across resources, travel, logistics, administration costs et al makes it
challenging to ensure continuous training and upgrading of knowledge which are essential to
maintain the systems effectively.

14. 13
- Through Hyperreality VR solutions, this challenge is effectively addressed, with
customers & engineers able to immersively interact with the complex equipment,
systems and processes virtually.
- High quality multi-lingual training can be administered with interactivity and immersive
experience, thereby providing a uniform understanding and competence.
- The hands-on experience on the equipment will ensure that the operating staff are
fully aware of the practival nuances in operating and maintain the machines, systems
as per the best practices.
- The internal staff also will be well trained ahead of actual usage at regular intervals.
This will ensure that the solutions are sustainably delivered and the overall cost of
training can be optimized both internally and externally. The training manuals can be
brought to life through AR catalogues in multilingual illustrations.
HYPERREALITY OFFERINGS