Bringing machines to life

A February 2021 report from Grand View Research suggested the global augmented reality market would be worth $340 billion by 2028, with the coronavirus pandemic accelerating its use across a range of industries.

Last year, Kalmar Mobile Solutions used the technology for the first time to launch the Kalmar XP app for its medium electric forklift. Available on the App Store and Google Play, the app has been downloaded more than 300 times in 10 different countries.

The new version of the app also covers terminal tractors and reachstackers. Developed in conjunction with virtual training solutions and extended reality services vendor Vobling to maximise functionality and optimise the user experience, the Kalmar XP app is available for iOS and Android devices.

The latest version of the app allows customers to visualise the Kalmar medium electric forklift truck, the Eco-Reachstacker (with or without a container), and the Ottawa terminal tractor (with or without a trailer).

For all of these products they can step into the cabin, check the views forwards and upward to understand how masts or other objects might impact the view, and check the rear view, which helps them understand if additional cameras will be needed for safety purposes.

"We can easily ask the customer to use the app in their yard or conference room during a conference call, creating better understanding in the decision making process and ultimately a better buying experience.”

The app also allows customers to visualise the turning radius, which can help them plan their internal spaces more efficiently.

“This is a great interactive tool to use with the customer,” explains Tobias Zink, Sales Manager Germany. “During these challenging times we can easily ask the customer to use the app in their yard or conference room during a conference call, creating better understanding in the decision making process and ultimately a better buying experience.”

Gina Lopez, Vice President Terminal Tractors describes the app as the next stage in creating awareness and engagement in the US with the Ottawa terminal tractor, tapping into growing interest in experiential marketing.

Car manufacturers have offered customers the option of customising their vehicle using augmented reality for a number of years now. However, Kalmar XP represents one of the cargo handling industry’s first significant forays into the world of immersive technology.

"There are many potential use cases where augmented reality adds great value, for example, related to equipment maintenance and driver training.”

Transporting machines and solutions for demo purposes is both expensive and environmentally unfriendly. Allowing the customer to experience their new machines before they are even built means they can customise them to suit their operating environment.

“It is great to see Kalmar leading the deployment of augmented reality technology in our industry and enabling customers to experience their potential investment during the purchasing process,” says Lasse Eriksson, VP Technology. "We are exploring even further the ways to deliver value to our customers with this technology. There are many potential use cases where augmented reality adds great value, for example, related to equipment maintenance and driver training.”