VR World 2017
May 16-17, 2017 | London
Photo: Nelio Filipe /Flickr/ CC
Strategic Partner: #techhumanized
Insights & Ideas
From The Conference
The current price of AR / VR devices seems not to
be a key issue. The thing is that the content that is
being shared with them is still of poor quality. We are
not aiming to reduce the price of the headset but to
improve the content in order to convince customers
to buy these items.
The use of AR / VR in campaigns (e.g. from advertising
campaigns to employer branding or recruiting) gets for
the time being to a narrow group of people, but it can
give good results (e.g. recruiting the best candidate),
because the material will become familiar to people
strictly interested in it.
AR / VR allows to revive passive images - to show
the product, how it works to someone who does not
have it in their hands. This is a feature that no
technology has offered so far.
AR/VR is the so called validation tool – something
that reinforces the connection on the client-brand
line. For example, the selection and presentation of
the interior of the car in the salesroom when the
customer wants to see the exact visualisation of the
car he has chosen.
Selling headsets around the world is not dynamic,
but what Facebook does (and perhaps will do) with
its project called Spaces, may change this state
very quickly (imagine Oculus Rift + an application
that connects people with their Facebook's friends
in a new way).
AR technology dramatically reduces the decision
making time – e.g. Bang & Olufsen with an
application that allows you to gauge how the selected
brand's item may look in the customer's apartment.
The brain and its area, responding to the VR
experience, are the same part that would react to
this situation in the real world. This is why VR
experiences are so intense.
AR/VR might be driver or catalyst of the new, future
experience and the way we feel and discover products.
But in the next 3 to 5 years brick and mortar stores
will be still super important.
Ethical standards are things we really need in the AR/
VR industry. This is a completely different medium.
Not a tablet or a phone that although they "pull in" the
user, they do not create an imaginary environment
anywhere around us. This environment, an artificial
creature, distorts the boundary between the real/
untrue. The first effects are sexual harassments,
which examples can already be noticed.
The problem with realities (A or V) is that people,
users, clients expect they to be better than a real
thing. And we are far from this situation.
AR/VR could be extremely helpful in medical usage,
e.g. in training BUT we need to achieve this hyper
reality level to make it even better than reality - it is
to serious kind of training to make it in pixel quality.
The users of AR/VR give the content creators
something that is extremely precious today - their
time. It means that the designed experiences
should be of truly high quality.
If it is not cool, it will not get a scale.
AR/VR has bigger potential because it is open for the
world (outside) and for people (around the user) -
this is why some VR producers think about creating
an AR / VR hybrid.