i3 - May/June 2019 - 50
Business
By Steve Koenig
M A R K E T B E AT
Immersion at Scale: How XR Will
Change the World
The implications for business in the next
decade cannot be overstated, as XR
technology elevates consumer experiences beyond online/offline and adds
capabilities to fuel enterprise endeavors.
We're only beginning to understand the
depth of XR technology's impact from
the massive experimentation taking
place across every industry vertical,
from manufacturing to medicine.
CTA's recent B2B study, Exploring
Business Use Cases for Augmented and
Virtual Reality (December 2018), documents several examples of this activity.
For example, one VR solution in automotive manufacturing simulates a paint
booth to help new painters develop skills
necessary to pass proficiency tests much
faster than spraying real paint. Another
VR solution that trained orthopedic surgeons saw trainees improve up to 230
percent versus traditional training methods (requiring a cadaver or saw bone
model) because the training can be
repeated more often in less time.
Consumer Reaction
CTA research also tracked consumer
sentiment of XR technologies for three
years in our Augmented and Virtual
Reality: Consumer Sentiments study
(January 2019). While intent to use XR
tech remains mixed across use cases,
the highest intent for fully immersive
VR solutions are in an entertainment
or media context. Meanwhile, intent to
use AR for shopping and navigation
assistance are similarly high. Here,
industry is meeting demand thanks to
solutions for creating AR apps for
mobile devices, like ARKit for iOS and
ARCore for Android.
Hardware innovation is
moving in parallel with XR
software and app development
to give consumers and
businesses more options
to embrace this realitybending revolution.
50
MAY/JUNE 2019
Consider Amazon's AR View or Ikea's
Place apps, which let users view products
or furniture in their chosen space before
making a purchase. Warby Parker has an
AR "try-on" app for eyeglasses using the
iPhone's True Depth camera and facemapping technology. And Lego's 3D catalog creates the 21st century version of the
pop-up book using an AR app to make its
collections rise off the page.
Hardware innovation is moving in
parallel with XR software and app
development to give consumers and
businesses more options to embrace
this reality-bending revolution. CES
2019 showcased a constellation of XR
headgear, ranging from wireless VR
headsets (HTC's Vive PRO Eye) to AR
glasses almost indistinguishable from
normal eyeglasses (Focals by North).
DigiLens, Dreamglass, Nreal,
Realmax, Rokid, ThirdEye, Vuzix and
more demoed AR glasses for both B2B
and B2C applications.
It all adds up to a market that is
becoming increasingly "real" and, more
importantly, relevant for businesses and
brands. CTA's research found, on average,
24 percent of U.S. online adults are likely
to engage with one or more VR use cases
(e.g., entertainment/media) in the next
two years, and 28 percent are likely to do
so with one or more AR use cases (e.g.,
shopping) within the same timeframe.
The rise of XR tech means the question
"what is reality?" is increasingly an open
one. How will your business answer?
Shih Wei Wang/EyeEm/Getty Images
A
trio of technologies promise to redefine our reality over
the next several years by delivering experiences that
merge the physical and digital worlds. Welcome to the
world of XR tech, a code name describing the intersection of
augmented reality (AR), virtual reality (VR) and mixed reality
(MR). While these are separate technologies today, eventually we
will describe experiences in terms of degrees of immersion. It's a
dynamic that will substantively shift consumer behavior, not only
changing the way we view the world but how we interact with it.
I T I S I N N O VAT I O N
http://www.cta.tech/research
http://www.cta.tech/research
http://www.cta.tech/research
i3 - May/June 2019
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