Augmented Reality(AR) as Software as Service in Fashion Retail Industry
Item
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Tittle
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Augmented Reality(AR) as Software as Service in Fashion Retail Industry
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Conference Acronym
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ICRES-ISCLO 2025
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DOI Number
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https://doi.org/10.31098/ISC25210
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Conference Date
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December 11-12, 2025
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presented at
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International Conference on Research in Emerging Technologies and Strategic Business & The 10th International Seminar and Conference on Learning Organisation
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Poster Author(S)
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- Anas Teguh Syahadat | Telkom Indonesia | Indonesia
- Rahmah Shabrina | Telkom Indonesia | Indonesia
- Rahma Yulia Prastiwi | Telkom Indonesia | Indonesia
- Sophia Khana | Telkom Indonesia | Indonesia
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Conference Theme
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“Accelerating Transformation Through Digital Innovation, Organizational Agility, and Strategic Collaboration for a Connected World”
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Abstract
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Background
Telkom Indonesia, the nation’s largest digital telecommunications company, is accelerating its transformation toward becoming a digital services leader. One emerging opportunity is integrating Augmented Reality (AR) as a Software as a Service (SaaS) solution for the fashion retail industry. Indonesia’s Augmented and Virtual Reality market is projected to grow from USD 60 million in 2017 to over USD 760 million by 2030, with AR software representing the largest and fastest-growing category, approximately doubling every three years. This momentum highlights vast untapped potential for industry-specific AR platforms, particularly in fashion and personal care. These factors create favorable conditions for scalable and accessible AR adoption among small and medium enterprises (SMEs) as Telkom Indonesia New Market Segmentation.
Abstract Purpose
This initiative accelerates Telkom digital transformation, supports SME empowerment, and builds a new creative technology ecosystem. It strengthens Telkom’s leadership while fostering local innovation in the growing AR economy.
Design/Methodology/Approach
This study adopts a quantitative descriptive approach using business radar analysis to explore Telkom’s strategic positioning in emerging B2B digital markets. The analysis benchmarks Telkom’s innovation readiness and revenue structure against regional ICT peers including Singtel, PLDT, KT, and AIS that have begun diversifying into enterprise-focused digital services such as cloud, AI, and immersive technology. A business model canvas was also developed to assess the feasibility and scalability of Telkom’s proposed AR Builder SaaS.
Findings
The proposed AR Builder SaaS enables fashion brands to create AI-personalized, no-code virtual try-ons integrated with E-Commerce. For Telkom, it introduces recurring revenue through subscriptions and managed services, supporting its transition from connectivity provider to digital enabler. This initiative accelerates Indonesia’s digital transformation and builds a new creative technology ecosystem. It strengthens Telkom’s leadership while fostering local innovation in the growing AR economy.
Research
Current Study focuses on fashion retail and assumes sufficient technological infrastructure. Future research should examine cross-sector scalability and adoption challenges in lower-connectivity regions.
Originality/Value
This research pioneers the concept of AR as SaaS tailored for Indonesia’s fashion market, combining AR, AI, and LNCD technologies to position Telkom as a catalyst for enterprise digital transformation in Southeast Asia.
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Publisher Name
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Yayasan Sinergi Riset dan Edukasi
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Publication Date Online
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11-12-2025
