![]() The ambitious goal of this study was to investigate what Spescom DataVoice can do to become sustainable, innovative and competitive in its market space. It is against the background of Spescom DataVoice‟s need to increase its innovation productivity that this research was spawn. Because of globalisation and fierce competition Spescom DataVoice, a South African technology company, is finding it increasingly difficult to compete in an international market. ![]() This comes from understanding and managing the forces that influence the decisions made by managers. Through the understanding of the innovation processes, organisations can bring predictability into their innovation efforts. One of the ultimate goals for implementing innovation is to achieve a competitive advantage that leads to outperforming competitors. Successful innovations contribute to better quality, higher productivity, lower costs and increased profits. Successful innovation creates customer value through new products and services, and it could give rise to new markets. ![]() Through the process of innovation, organisations create technological growth. ![]() 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. 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. " 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. Moreover, the seaports integrating their systems and strategies to such developments are expected to open up a new competitive field for rival ports. 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. ![]() 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. ![]()
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