A talk from the Work Track at AWE USA 2018 - the World's #1 XR Conference & Expo in Santa Clara, California May 30- June 1, 2018.
Allan Cook (Deloitte): “Are We There Yet?” – Digital Reality & Enterprise Market Acceleration in 2018
This talk will focus on the Digital Reality use cases Deloitte clients are building out as well as how the technology/content providers are meeting these needs. It will also look at the accelerators in the market today and barriers that still need to be overcome.
http://AugmentedWorldExpo.com
Paraphrasing the Book of Matthew (chapter 13), some seed fell on STONY GROUND (no roots & too much in the spotlight), some feel amongst the WEEDS (and was choked) – but some fell on GOOD SOIL and returned back 30 / 60 / 100-fold the investment
COLUMN 1 – Click to move ahead
Roughly every 10 years (or so), since the 1970’s, we have had a major transformation in the technology industry
COLUMN 2 – Click to move ahead
Each transformation is typified by a “leap forward” in how we interact with technology & data and the way we interface and use it in our daily lives
In the 1970’s we went from large mainframes in clean rooms to desktop personal computers – we interacted with them through the key board and with key strokes
Later, in the 1980’s
Technology moved from the domain of the “tech professional” to the “knowledge worker”
In the 1980’s along came the GUI and allowing to interact with our data with the mouse and the pointer
Subsequently, the Internet / WWW allowed connectivity from what had largely been personal or corporate specific data to accessing the world’s data
Later in the 1990’s with the advent of the smart phone, touch (with the point, pinch, swipe and the like) became our primary interface with later still voice
Now, in this decade we are moving into the next transformation – Digital Reality
One more level closer to our data with the continued removal of the hardware and interfaces
Our means of interface will be the gesture, our emotions and our gaze
COLUMN 3 – Click to move ahead
At each transformation, mighty technology titans have been born – and some have been felled
There are 7 tech companies formed after 1970 which are worth more than $100 billion….
- Apple, Google, Microsoft, Facebook, Amazon, Oracle, Cisco
At its peak, DEC was the 2nd largest computer company (and the 2nd largest employer in Massachusetts)
WordPerfect and VisiCalc were two of the top 5 global software firms
At one point, Nokia & Blackberry (RIM) had over 60% market share between them! (Q1/Q2 2009)
EMPTY BOXES – Click to move ahead
Who knows who the winners & losers are going to be moving forward – however, many of the “winners” above are pouring billions into Digital Reality to ensure that they are not one of the “losers”
There are 7 tech companies formed after 1970 which are worth more than $100 billion….
- Apple, Google, Microsoft, Facebook, Amazon, Oracle, Cisco
At its peak, DEC was the 2nd largest computer company (and the 2nd largest employer in Massachusetts)
WordPerfect and VisiCalc were two of the top 5 global software firms
At one point, Nokia & Blackberry (RIM) had over 60% market share between them! (Q1/Q2 2009)
EMPTY BOXES – Click to move ahead
Who knows who the winners & losers are going to be moving forward – however, many of the “winners” above are pouring billions into Digital Reality to ensure that they are not one of the “losers”
Gartner produces an annual “hype cycle” to show where the latest technologies are relative to being “commercially viable”
Innovation Trigger: A potential technology breakthrough kicks things off. Early proof-of-concept stories and media interest trigger significant publicity. Often no usable products exist and commercial viability is unproven.
2005-2009 – Started Tracking Augmented Reality
Peak of Inflated Expectations: Early publicity produces a number of success stories — often accompanied by scores of failures. Some companies take action; many do not.
2010-2012 – AR goes through this phase in the 2010-2012 period
Trough of Disillusionment: Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail. Investments continue only if the surviving providers improve their products to the satisfaction of early adopters.
2013-2016 – AR kinda dropped off the radar and this is (somewhat) where we are today
However - VR is pulling out of this phase and into the “slope of enlightenment”
Slope of Enlightenment: More instances of how the technology can benefit the enterprise start to crystallize and become more widely understood. Second- and third-generation products appear from technology providers. More enterprises fund pilots; conservative companies remain cautious.
Plateau of Productivity: Mainstream adoption starts to take off. Criteria for assessing provider viability are more clearly defined. The technology's broad market applicability and relevance are clearly paying off.
Many technologies never make it out, but VR & AR have continuously moved along the hype curve and are making their way to the promised land of “commercial viability”
We need nourish the small ideas – spend time caring for them, feeding them, pruning back when necessary
The Digital Reality offering’s go-to-market approach
I can talk through each of the offerings and call out use cases we are actively engaged in with each…
Think - Classic Deloitte strategy work
Work for Sony Corporation to evaluate the ecosystem for potential partners and acquisition targets. Also in conversations with AT&T for similar work.
Also currently engaged with Ericsson to develop its global VR & AR digital strategy, developing use cases and the business case / ROI
Connect – Cooperation without collocation
Working with Ericsson on a Field Services engineering solution that will allow technicians in the field to get step-by-step instructions on how to install & repair equipment (saving money and time)
Know – enabling knowledge workers to access knowledge data
Working with Stanford’s Lucille Packard Children’s Hospital developing a solution for neurosurgeons to view 2D brain scans in 3D during pre-op
We also have a strong immersive analytics practice doing work to allow one to analyze data in 10 dimensions simultaneously
Learn – Immersive learning for enhanced training and for training in dangerous situations
Completed work for the US Postal Service
Favorite example is Walmart using to train associates for “Black Friday”
Explore – More consumer focused and a lot of interest from the THS (Travel, Hospitality & Leisure Services)
Working with Marriott to help them define their strategy in this area – whether it’s 360 tours of their hotels or enabling an enhanced guest experience (as we did for a European cruise liner)
Play – All around entertainment (from movies/TV to gaming to live events)
Lot of interest from sports groups – we are having conversations with the LA Rams and Formula 1 (and a host of others)
We are working with AT&T on an in-store VR pop-ups to experience the upcoming “Justice League” movie
Think - Classic Deloitte strategy work
Work for Sony Corporation to evaluate the ecosystem for potential partners and acquisition targets. Also in conversations with AT&T for similar work.
Also currently engaged with Ericsson to develop its global VR & AR digital strategy, developing use cases and the business case / ROI
Connect – Cooperation without collocation
Working with Ericsson on a Field Services engineering solution that will allow technicians in the field to get step-by-step instructions on how to install & repair equipment (saving money and time)
Know – enabling knowledge workers to access knowledge data
Working with Stanford’s Lucille Packard Children’s Hospital developing a solution for neurosurgeons to view 2D brain scans in 3D during pre-op
We also have a strong immersive analytics practice doing work to allow one to analyze data in 10 dimensions simultaneously
Learn – Immersive learning for enhanced training and for training in dangerous situations
Completed work for the US Postal Service
Favorite example is Walmart using to train associates for “Black Friday”
Explore – More consumer focused and a lot of interest from the THS (Travel, Hospitality & Leisure Services)
Working with Marriott to help them define their strategy in this area – whether it’s 360 tours of their hotels or enabling an enhanced guest experience (as we did for a European cruise liner)
AT&T VR pods in their flagship stores across the US which will have feature film content from WB – the first of which will be an immersive experience for “The Justice League” (think Batman, Superman, Wonder Woman, Aquaman, the Flash and Cyborg
Play – All around entertainment (from movies/TV to gaming to live events)
Lot of interest from sports groups – we are having conversations with the LA Rams and Formula 1 (and a host of others)
We are working with AT&T on an in-store VR pop-ups to experience the upcoming “Justice League” movie
Number of times we tap our phones every day:
2617
The heaviest users do so 5,427times per day
Network World (from IDG) – 7/7/16
http://www.networkworld.com/article/3092446/smartphones/we-touch-our-phones-2617-times-a-day-says-study.html
