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The Different Between Virtual Reality and Augmented Reality, Digiday WTF VR, May 11th, 2016

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Dave Meeker's presentation from Digiday's WTF VR in New York City on May 11th, 2016

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The Different Between Virtual Reality and Augmented Reality, Digiday WTF VR, May 11th, 2016

  1. 1. 1 Dave Meeker (@dmeeker) Vice President, Isobar US Global Head
  2. 2. Click here to add your title 2 The Difference Between Virtual Reality Augmented Reality and
  3. 3. § What constitutes Virtual Reality? § What constitutes Augmented Reality? § What about “Assisted Reality” or “Mixed Reality”? § What are the primary differences between VR & AR? § Where is all of this likely headed? What we are going to cover 3
  4. 4. VR 4
  5. 5. 5 Virtual Reality
  6. 6. 6 Virtual Reality When We Say “VR” • “I’m Going in” • Immersive experience that provides the opportunity to be digital transported to a different, place, time or environment. • Is generally comprised of 360 video, 3D 360 video, or rendered content (think video game). • Can include physical objects / controllers that influence the digital experience
  7. 7. AR 7
  8. 8. 8 CONTEXTUAL DATA OVERLAID ON CAMERA
  9. 9. 9 REAL-TIME PRODUCT INFORMATION
  10. 10. 10 MAKING PRINT ADS INTERACTIVE
  11. 11. 11 TRIGGERING VIDEO FROM PRINT CONTENT
  12. 12. 12 USING AR TO MAKE MONUMENTS SMILE
  13. 13. 13 MAKING KILLER DIGITAL OUT OF HOME ADS
  14. 14. 14 ENTERPRISE USES OF AR
  15. 15. 15 ENTERPRISE USES OF AR
  16. 16. We have a form factor malfunction. 16
  17. 17. 17 DAQRI SMART HELMET
  18. 18. 18 META 1
  19. 19. 19 META 2
  20. 20. 20 MICROSOFT HOLOLENS
  21. 21. Augmented Reality 21
  22. 22. Augmented Reality 22 When We Say “AR” • “It’s Coming Out” • Immersive experience that provide the opportunity for digital content, images, 3D models, etc. to render themselves on top / in and around your real, physical space. • Is generally comprised of rendered content, but video concepts look promising. • Content in context to one’s environment, task, activity.
  23. 23. Assisted Reality 23
  24. 24. Assisted Reality 24
  25. 25. Mixed Reality 25
  26. 26. Augmented / Mixed Reality 26 When We Say “AR” • “It’s Coming Out” • Immersive experience that provide the opportunity for digital content, images, 3D models, etc. to render themselves on top / in and around your real, physical space. • Is generally comprised of rendered content, but video concepts look promising. • Content in context to one’s environment, task, activity.
  27. 27. Virtual reality - is everything that is not real. Any game on your computer from Mario to Modern Warfare is virtual reality. It allows you to experience a world that does not have a physical form. V I R T U A L R E A L I T Y A U G M E N T E D V I R T U A L I T Y A U G M E N T E D R E A L I T Y M I X E D R E A L I T Y Augmenting reallife notions into the virtual world. A simple example would be using gyroscope to play games on your Android phone. Augmenting virtual objects in real world. Microsoft Kinect kind of behaves like a device to augment reality though it can also be used to augment virtuality. A mix of virtuality and reality to be more specific it is a mix of Augmented Reality and Virtual Reality. Microsoft HoloLens is perfect example of mixed reality, wherein a user can navigate through real world with a use of virtual objects and reallife notions such as 'depth' is used on the virtual objects for better experience. 27 Reality–virtuality continuum Real Environment Augmented Reality Augmented Virtuality (AV) Virtual Environment Mixed Reality (MR) The area between the two extremes, where both the real and the virtual are mixed, is the so- called mixed reality. This in turn is said to consist of both augmented reality, where the virtual augments the real, and augmented virtuality, where the real augments the virtual. Milgram, P., Takemura, H., Utsumi, A., & Kishino, F. (1995). Augmented reality: A class of displays on the reality-virtuality continuum. Telemanipulator and Telepresence Technologies. doi:10.1117/12.197321
  28. 28. Assisted Reality 28 MIXED REALITY: HOLOLENS CONCEPT
  29. 29. Assisted Reality 29 MIXED REALITY: HOLOLENS CONCEPT
  30. 30. 30 MIXED REALITY: HOLOLENS CONCEPT
  31. 31. 31 MIXED REALITY: HOLOLENS CONCEPT
  32. 32. 32 MIXED REALITY: HOLOLENS CONCEPT
  33. 33. 33 MIXED REALITY: HOLOLENS CONCEPT
  34. 34. 34 MIXED REALITY: HOLOLENS FOOTBALL CONCEPT
  35. 35. Assisted Reality 35 MIXED REALITY: MAGIC LEAP CONCEPT
  36. 36. 36 MIXED REALITY: MAGIC LEAP CONCEPT
  37. 37. 37 MIXED REALITY: MAGIC LEAP CONCEPT
  38. 38. 38 MIXED REALITY: MAGIC LEAP CONCEPT
  39. 39. Side by Side Comparisons AR & VR 39
  40. 40. V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y O L E D P A N E L S L I G H T F I E L D D I S P L A Y S , E T C . VR headsets provide a means for a screen to be placed near the eye, taking up the field of view, immersing the user in digital content. Much more complicated than OLED screens, the Augmented Reality/Mixed Reality devices rely on lightfield displays and advanced optics to present digital content to the user. 40 Screen Technology
  41. 41. V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y E X I S T I N G & E M E R G I N G S O F T WA R E / H A R D WA R E F U R T H E R B E H I N D , A L O T H A R D E R 3D Surround and Surround Video cameras and production techniques continue to evolved and are available. Software is robust and getting better (Unity, Unreal, etc) 3D Modeling, Real-time 3D scanning/capture & compositing, & spatially aware software development are necessary. AR/MR is a bit more complicated than VR at this point and time, but also leverage similar development tools – Unity & Unreal, etc). (And there are clearly less hardware choices). 41 Design & Development
  42. 42. V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y E V E R Y O N E I S E X E C U T I N G E V E R Y O N E I S E X C I T E D VR is here. Oculus broke ground, the HTC Vive is upon us, game and media companies are scrambling. It is all very real, very promising and consumer adoption of headsets are what everyone should be watching. AR’s evolution to MR is fascinating. What Microsoft’s HoloLens, Meta and and Magic Leap promise us is a new type of digital content experience that is truly transformation… when it is able to create content at scale. A lot of work has to happen before that becomes reality. 42 Market Readiness
  43. 43. 4 Final Takeaways 43
  44. 44. 1 There is an issue with the form factor of head mounted displays (AR/VR Glasses & Goggles) But experiences“this great” could be transformational and make consumers willing to adopt head mounted displays. 44
  45. 45. 2 One complaint people have with VR headsets is that the user can feel “stuck inside” them. Expect VR headsets that let you see out and AR headsets that can isolate your vision. 45
  46. 46. 3 We should all be less concerned with what we call things. We should be more focused on creating incredible experiencesthat blend our physical reality with digital content. 46
  47. 47. 4 AR & VR will Merge… Some Day. And when the excitement of “new” fades, we will probably just end up calling it “content”. 47
  48. 48. Q & A 48

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