MOD003328 - AR/VR Application in Business Information Systems

This report provides an analysis of the role of Augmented Reality (AR) and Virtual Reality (VR) in Business Information Systems (BIS), particularly within the tourism and hospitality industry. It explores the characteristics and global significance of AR/VR, the organizational opportunities and challenges they present, and proposes a BIS solution for a travel app designed to provide hospitality and leisure services. The report includes proposals for cost/value exchange, user experience data visualization, interactive UI elements, and business strategy in terms of data personalization. It also justifies the choices made within the proposed BIS solution using relevant theory, concluding with a discussion of the overall impact and value of AR/VR in global business.

BUSINESS INFORMATION
SYSTEMS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Characteristic and global significance of AR/VR.......................................................................1
TASK 2............................................................................................................................................2
Organizational opportunities and challenges posed by AR/VR..................................................2
TASK 3............................................................................................................................................4
Overview of business, app, BIS solution and performance objectives........................................4
Proposal to cost/value exchange for business and customer using AR/VR................................4
Proposal of building and modelling positive UX (User Experience) data visualisations for the
use of your leadership, management and employees...................................................................5
Proposal for designing interactive elements (UI) that encourage exploration and promote
positive business outcomes..........................................................................................................6
Explanation of business strategy and analysis of ways in which application of the above
proposals can contribute to the business strategy in terms of data personalisation.....................6
TASK4.............................................................................................................................................7
Explanation of theory used to justify the choices made within proposed business information
solution and ways in which it was applied..................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Business Information System is defined as the set of inter - related procedures which
functions in the business infrastructure effectively and efficiently by providing essential
information (Pozdniakov and et.al., 2018). An app is being introduced for providing the people
travel and hospitality facilities on large scale.
The report will analyse characteristics and global significance of AR/VR, organizational
opportunities and challenges posed by AR/VR. An overview of app will be explained in brief.
Along with this, cost/value exchange for the business and customers by help of AR/VR will be
explained. Proposal will be framed for user experience data visualization for the use of
leadership, employees and management along with three interactive elements on large scale.
Explanation of business strategy will be framed in terms of data personalization. Theories will be
proposed for BIS and how the theory is being applied will be illustrated on large scale. This will
include the value of business effectively.
TASK 1
Characteristic and global significance of AR/VR
Characteristics of Augmented Reality is described as follows –
 Augmented reality is the combination of the virtual and real worlds which helps in
interacting more effectively and efficiently.
 Accurate 3D interaction of the real objects and virtual objects which creates the base
through which augmented reality is taken into accordance (Feng and et.al., 2018).
 The main characteristic of augmented reality is the real – time interaction which helps in
knowing the scale of augmented reality into action.
Global significance of Augmented Reality is that how there is effective interaction between the
environment and the technology and the various other factors which have been contributing to
the scale of how the things are taking place and in what manner (Vilkina and et.al., 2019). This
helps in knowing how effective and efficient the manner in which all the purpose of the global
significance is being taken into consideration. Augmented reality has also created the way
technology is formed. Augmented reality impacts the global business as it helps in increasing the
brand awareness and connects with the customers by ending the gap between reality and
imagination. The AU also impacts the global business by increasing value of how the technology
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is contributing by making the business work easier. The characteristics help in creating value for
the organization as the scale of global business is increasing day by day.
Augmented reality also allows optimizing time for daily tasks by serving them to
individuals. New communication channel is being framed with the users within the business
helping to enhance the quality of performance. These are the major aspects which helps in
creating value to the business.
Characteristics of Virtual Reality is described as follows –
 Virtual reality is immersive in nature and this helps in ensuring physical presence in real
world.
 Main characteristic of virtual reality is getting feedbacks which helps in interacting more
and provides real which is seen through scale of having best of world (Marchiori and
et.al., 2018).
 Virtual reality is interactive in nature and this helps in making experience best at scale of
interacting with environment on large scale.
Global significance of virtual reality helps in forming the scale through which the environment is
taken care of on large scale and in this manner the scale at which all the perspectives of the
virtual learning is created which discovers the virtual site with the physical presence in the places
in own way (Yang and et.al., 2018). Virtual reality has increased the technological aspect by
providing the world the scale of working effectively and efficiently on the significant basis.
Various sectors such as healthcare, tourism, retail etc have been serving the business
globally with the help of Virtual Reality. Virtual reality have been serving the businesses and has
enhanced the ways of operations within business by delivering try before buy concepts which has
been channelized effectively, introduction of the new products and services to the customers.
TASK 2
Organizational opportunities and challenges posed by AR/VR
Organizational opportunities posed by Augmented Reality is as follows –
 Augmented reality helps the organization in marketing of the business along with
products and services which are to be displayed to the customers (Alcañiz and et.al.,
2019).
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 It helps the organization in data visualization which is the biggest opportunity for
organization and this helps in creating value through which all the aspects of the
augmented reality are added to function on large scale (Sousa and et.al., 2019).
 Augmented reality helps the organization in making and framing the scale through which
there is increase in the efficiency of working and performance scale is also gained higher.
 With the help of augmented reality there has been time which is being saved through
which all the scales of how the organization can display its effectiveness and efficiency in
significant manner. Therefore, the process of how organization works helps in creating
value to which all the functions runs smoothly.
Organizational Challenges posed by Augmented Reality is described as below –
 There are technical challenges which occur while functioning of the augmented reality
aspect in the organization and this helps in making and framing the scale through which
all the framework is being observed effectively on scales.
 The devices which are used for augmented reality within the organization create
problems and issues in its function and this makes the situation more difficult (Gattullo
and et.al., 2019).
 There is unavailability of content for Augmented reality in the organization which is the
major challenge posed by Augmented reality.
 There is lack of awareness among the employees which creates problems and challenges
for the segmented reality to function smoothly and effectively.
Therefore, these are the opportunities and the challenges for the organization which are posed by
augmented reality which helps in knowing the benefits and the disadvantages augmented reality
is causing on organization insignificantly.
Organizational opportunities posed by Virtual Reality is described as follows –
 The major opportunity which virtual reality poses to the organization is that it helps in
bringing the presentation of the product at a new level with the help of virtual reality.
 The organizational opportunity posed by virtual reality is that it also helps the employees
in knowing how the VR functions and what are the ways through which the functions of
the organization can run effectively and smoothly (Schmid Mast and et.al., 2018).
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 Virtual Reality helps in creating the value through which all the aspects of how the
customers review the functions of the organization and the process of the organization
with the help of virtual reality is being listed on high scale.
 With the help of virtual reality newer products and services of the organization are
established through an effective scale and this helps in knowing the organizations
functions effectively.
Organizational challenges posed by Virtual Reality are described as follows –
 It creates difficulty in creating the aspects of how the technology is changing day by day.
This becomes the major challenge for the organization as then the cost also flutters.
 Along with this, there are various ethical issues which are being created in the
organization which hampers the processes and systems through which the organization
suffers most (Grabowski and et.al., 2019).
 Organization then also faces the issue of lack of creativity through the virtual reality
technology which is being adopted on large scale and this makes difficulties in the
functions through which all the other aspects are also affected.
Therefore, these are the various opportunities and challenges which the organization is posed by
virtual reality. And this creates problems through which how the organization adopts the various
processes are being considered largely on business scale. The critical justification is explained on
the basis of how the organization is facing challenges and gaining the opportunities through the
AR/VR technology. The Virtual Reality and Augmented Reality have been creating value for
which all aspects are considered impacting the scale of how the global business is working
around the world. This majorly constituted the aspects through which the analysis is as to how
the organization can either develop new practices according to the changing environment or can
face the challenges at large scale and overcome them.
SWOT Analysis of AR -
Strengths — Social and real world interaction is the major strength which augmented reality
posses. For mobile executions while global business meetings taking place there are software
which helps in improving the methods of work.
Weakness — There are low medium devices which are there within runs the business with the
augmented reality being at low function.
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Opportunity — Improvement is the technology can be the major opportunity for the business
which helps in knowing how the global scale businesses are maintained.
Threats — Competition within the market is the major threat for the businesses.
SWOT Analysis of VR -
Strengths — There is technology maturation which helps in knowing the newer versions of
technology which are to be adopted for enhancing the global business.
Weaknesses — There is lack of social interaction within the outside world.
Opportunity — Various measures which deals in the day to day changes can be adopted within
VR.
Threats — Threat of the competitiveness which the global businesses are dealing with are major
threats.
TASK 3
Overview of business, app, BIS solution and performance objectives
The app that was built is a travel app to provide hospitality and leisure to customers,
through which they are able to book tickets, try holiday packages while they are travelling, book
hotels and remain mobile throughout their travel journey (Choi and et.al., 2019). Business
Information System (BIS) consists of how business will provide effective solutions for scale to
which travel activities are taken place and how hospitality industry serves to customers for which
it provides information.
The performance objectives for business are as follows –
 To provide customers best of hospitality and leisure facilities.
 To provide with help of app best services.
The performance objectives help in finding the way through which the app which is
developed for the scale of knowing travel and leisure facilities will create value of knowing what
can be different ways app can provide the facilities and services to customers so that they do not
find any difficulty in travelling, booking the tickets and planning to travel.
The major aspects as to how the Business Information System is helping the travel app
which is the business taken for providing the hospitality services to the customers is being
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evaluated and this helps in knowing that what are the effective ways within which the app will be
serving the best of its ways through which travelling can be made easier for the individuals.
Proposal to cost/value exchange for business and customer using AR/VR
The cost and value for tourism and hospitality business and for customers using AR/VR
is very helpful in generating finance for the business and managing the cost and value structure
through which the tourism business for which the app is being made creates the value through
which the business is functioning (Line and et.al., 2020). The proposal of cost and value
exchange helps the hospitality business in knowing what is basis through which customers and
the business are using the AR/VR facilities to make the business effective and efficient so that it
reaches the scale of keeping the best of what the app is providing customers and what are the
various facilities which are being described as the tourism sector is providing customers the
luxury by booking tickets through app which requires the cost while utilizing app and making
payments through it. The customers and the business are related to each other on the note that the
services that are being provided to the customers through the app are on note that it helps in
solving the scale of how the excess of prices are managed (Chen and et.al., 2017). This helps in
knowing what is the scale through which all the aspects of knowing that the cost and the value
structure are on the basis of what is to be done effectively and efficiently. The economic scale
through which the cost and value exchange process for the business is being done is prioritized
on basis of how the facilities are provided in the travel and hospitality sector.
The value is being created for the company as the cost/ value exchange are the basic and
important aspects and this helps in initiating the prospects through which customers are using the
AR/VR facilities guided by the organization. The proposal will create value in terms of
investment as it will enable the scale of how the financial and cost structure of the company are
framed and channelized at the end of each year. The AR/VR facilities are being used by the
business which helps in knowing how and in what manner the company is engaging and creating
value so that the cost structure is framed effectively and in appropriate manner.
Proposal will create value in terms of investment made by the hospitality sector which
helps in evaluating the perspective as to how the cost of the company is being evaluated at large
scale. This helps the business of hospitality to grow and develop within the market adopting with
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the changes which help in demonstrating the aspects of wider and global business key objectives
to be accomplished.
Proposal of building and modelling positive UX (User Experience) data visualizations for the use
of your leadership, management and employees
Data visualization is extremely important as it directly helps in developing application that
can help in enhancement of user experience of users of application that can further help in
converting users into final customers. Data visualization can be used as a technique by leaders to
enhance post login experience of customers that allowed users to manage, view and evaluate
travel packages, bookings etc. Data visualization BI tool will be used by leaders as a BI solution
that can be used by leaders of travel organization for evaluating customers booking pattern,
needs etc. such as this BI tool will be used to identify which destination is mostly preferred by
customers and which destination is least booked or preferred by customers
Data Visualization BI tool will also provide dashboard for gaining a brief overview of
sales done, operation, etc. which will directly enhance user experience. Dashboard can be created
for management where management will be able to evaluate needs, wants and experience of their
application users. This dashboard will directly help management of travel organization to
understand most preferred package, place, location etc. by customers so that a report can be
generated and provided to leader and required changes can be brought within provided package.
This will further help management to make their employees aware about required changes within
travel applications that are required to be made for converting a greater number of users and
increase user to customer conversion more than 50 percent. This BI tool will directly help leaders
in evaluating current data with previous records in order to understand changes within needs and
requirements of customers.
Proposal for designing interactive elements (UI) that encourage exploration and promote positive
business outcomes
For development of travelling application virtual reality and augmented reality requirement
fulfilment can be focused upon. When developing an interactive user interface and focusing upon
including fulfilling AR/VR requirements is important. This can be done by integrating
augmented reality and virtual reality with travel application. In recent times augmented reality
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and virtual reality applications usage increased drastically (Fu and et. al., 2018). Including
AR/VR requirement within development of interactive user interface of travel application will
directly help in attracting a greater number of users using travel application. For this organization
can focus upon developing user interface of application with more images and videos that are
more realistic for users of application. This will directly help in increasing conversion rate of
users of travel application into customers. AR/VR requirements such as creation of virtual reality
can also be entered into application where people will be able to virtually visit the place through
application through virtual reality video.
Explanation of business strategy and analysis of ways in which application of the above
proposals can contribute to the business strategy in terms of data personalization
Business strategy adopted by travel organization for their travel application was to develop
an interactive application that can provide high quality experience to its users for enhancing user
to customer conversion ratio, enhance overall sales and profitability as well. For development of
this business information system or application travel organization will be focusing upon
integrating business intelligence technique with the application in order to enhance user
experience and enhance engagement of users with organization so that their high- quality
engagement with interactive application can help organization to convert application user to
loyal customers (Baxter, 2019). Proposed data visualization and AR/VR application will directly
help organization to analyse needs, requirements, likes and preferences of their application users
so that they can bring changes within their application accordingly. Not only this it will further
help leaders to evaluate live data, interaction of users with application, most preferred packages,
tickets, locations etc. It will further provide a way to users so that they can virtually visit place
their want to travel in order to understand what kind of experience they will be getting at their
chosen destination. It also helped in understanding that inclusion of data visualization
requirements is a primary requirement for leaders, management and employees for evaluating
needs of requirements. Other than this inclusion of pictures and videos though AR/VR so that
users of application can experience what chosen holiday package will provide them, what
experience their will get at their chosen destination.
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TASK4
Explanation of theory used to justify the choices made within proposed business information
solution and ways in which it was applied
For developing this business information solution proposal various kinds of theories were
selected and chosen for different purposes. Different theories were and for different purposes that
helped in applying data visualization, AR/ VR within Application for attracting a greater number
of customers. Porters five force model was the first theory that was used to justify choices that
were made within the proposal of business information solution. This theory directly helped
evaluate competition within this industry, application of competitors, services or user experience
provided by them, ways in which their application help their organization in attracting a greater
number of customers etc. Adoption of porters five force model will directly help Travel
organization to identify their existing tough competitors and new competitors who can affect
sustainability of organization within chosen market.
Usability of Porters five force model theory has further helped in analysing and evaluating
current competition in the market, existing competitors who can increase competition for
business and cam make gaining competitive advantage a bit difficult (Moreno-Izquierdo,
Ramón-Rodríguez and Perles-Ribes, 2016). Adoption of this model was also used for
development of BIS solution because it helped in identifying services and products that are
required to be evaluated and monitored with the help of BIS solution. It further helped in
identifying need to incorporate AR/VR requirements within BIS solution. Not only this,
applicability and usability of this theory has further helped organization in evaluating and
analysing ways in which new entrant can become a threat for organization and requirements that
are required to be included in travel application and ways in which an interactive interface
element can be included within the application were identified. This theory was in general
applied to understand ways in which data visualization requirement, AR/VR requirements
inclusion within application can help in attracting a greater number of customers and ways in
which it can help in converting users into loyal customers of organization. It was an appropriate
choice of theory that was important and helped in making justified choices so that development
of new travel application of organization can help in gaining competitive advantage and making
appropriate decisions for inclusion of requirements win new application like usability of BI
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technique or tool can help leaders and management in evaluating needs, requirements,
preferences of customers in appropriate manner.
Another theory that was used for developing this business information solution proposal
for making justified choices was Value chain theory (Hammerschmid, 2017). It was another one
of the most important theory that was used for making justified choices within business
application development within proposed business information solution. The main reason
because of which this theory was used was to analyse and describe set and sequences of
requirements and activities that are required to be included within application in order to attract a
greater number of users and increase conversion rate of conversion of travelling application users
to loyal organization’s customers. Usage of this value chain theory directly helped in
understanding main requirements that are required to be focused upon and required to be
included within the application.
This theory usage in understanding requirements of AR/VR within travel application was
justified it directly helped in understanding requirements that should be included and focused
upon primarily within the application and also helped in understanding secondary activities of
application and understanding ways in which inclusion of augmented and virtual reality
requirements within application can bring more users to them which will eventually help them in
enhancing their overall sales, profitability and can help in gaining competitive advantage.
Porters' Five Force Model was being applied for the global business which helped in
knowing the competition within the industry due to the potential new entrants which can take
over the market and the business. This has become great threat to the global business which has
been undertaken. The power of suppliers and customers is known which helps in knowing the
aspects due to which the global business is being impacted. There is also threat of products
which may come in substitution for the travel app which has been launched for the business.
CONCLUSION
From the above report it has been summarized that augmented reality and virtual reality
have become one of the most important part of industries today as it not only helps organizations
in bringing improvement within their overall business but it also helps in findings ways of
attracting a greater number of customers. For tour and tourism industry organization’s
augmented reality and virtual reality have become important so that they can provide improved
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service to customers and attract a greater number of customers who can use their application.
This report has focused upon development of business information system for growth of overall
business. Addressing AR/VR requirements while developing an application can directly help in
development of interactive application that can help in fulfilling needs and requirements of
business but can also help in delivering high quality service to customers. Further, in this report
analysis of business strategy and application have been done for understanding ways in which
developed application can contribute in effective business strategy and achievement of main
business objectives.
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