Fabio Matsui - Virtual Reality and Augmented Reality Applications for Immersive Customer Experiences

"From fully immersive digital experiences coming from Oculus Rift and Google Cardboard, to enhanced visions of the “real world” offered by Microsoft HoloLens and augmented reality, VR and AR technologies will conjure new, immersive landscapes for both customers and marketers. Users can be transported to places they’ve never been: a music studio, a factory, on stage at a concert, inside a jet cockpit in flight, onto a surfboard riding through the tunnel of a wave, or to the top of Mount Everest. B2C and B2B marketers will be able to offer enhanced product demos for greater impact and interactivity. Build intimacy and advocacy between your brand and your customers through the new digital wave of virtual and augmented realities. This session will convey the latest information about these coming technologies and include live demonstrations that showcase the potential uses of each as digital marketing tools."

© Wire Stone : All Rights Reserved
Virtual Reality and Augmented Reality
Applications for Immersive Experiences
Fabio Matsui
CTO, Wire Stone

“People remember VR experiences
not as a memory
of something they saw, but as
something that happened to them”
–Kevin Kelly, The Untold Story of Magic Leap,
Wired Magazine

“VR talks to our subconscious mind
like no other media”
–Kent Bye, Voices of VR Podcast

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AUGMENTED
VIRTUAL
MIXED

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$120B
in revenue
by 2020
(Digi-Capital)
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$700M HW +
$300M content
in 2016
(Deloitte)
VR Will Reach
52 Million Units In
The US By 2020
(*Forrester Research)
New York Times distributed 1.3 million
Google Cardboard viewers
92% early views came from Cardboard
(*Forrester Research)
171M users with
28M paying for
content in 2018
(KZero)
* The Coming Wave Of Virtual Reality, May 2016 Forrester Report

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© Wire Stone : All Rights Reserved ‹#›
T E C H N O L O G Y I S T H E R E

© Wire Stone : All Rights Reserved : Conﬁdential ‹#›
What device should I use?

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APPLICATI
ONS TODAY

PRODUCT
DEMONSTRATIONS
Sculpture by Zenka

© Wire Stone : All Rights Reserved : Conﬁdential 41
GETTING
STARTED

© Wire Stone : All Rights Reserved ‹#›
Participant
Real Life
360 Video
Artiﬁcial
Environment
Mixed
Reality
Ghostor
Free
Movement
Directed
Movement
or
Ghost
Directed
Movement
Free
Movement
Participant Ghostor

Image: Wikipedia/Smurrayinchester via
CC by SA 3.0

Physical Environment
Fabrice Florin via Flickr

© Wire Stone : All Rights Reserved
Questions or Comments?
fabio@wirestone.com
@fabiomatsui

VR and AR are on track to become a multi-billion dollar industry. With the first wave of commercial VR deployment coming in early 2016, we can expect to see growing adoption of consumer systems, driven by high production value games and cinematic experiences that surprise, delight and entertain a large audience. These initial titles are solitary affairs, downloaded and installed as “apps” that are cut off from the rest of our digital lives, and delivered as big-budget projects that require high-friction engagement with the consumer. But it will not always be this way. Over time, VR will converge with AR and the World Wide Web to enable a new type of virtual experience: connected, social, and low-friction, requiring no downloads or installs, accessible at the click of a link, and democratized so that anyone can create and publish VR/AR content. In short: the Immersive Web. The development of the Immersive Web is already underway. Experimental versions of web browsers enable VR, and an ecosystem of tools, content and services is emerging. Join virtual reality pioneer, author and entrepreneur Tony Parisi as he shares his view of the coming virtual and augmented future, and a snapshot of the state of the art. Augmented World Expo (AWE) is back for its seventh year in our largest conference and expo featuring technologies giving us superpowers: augmented reality (AR), virtual reality (VR) and wearable tech. Join over 4,000 attendees from all over the world including a mix of CEOs, CTOs, designers, developers, creative agencies, futurists, analysts, investors, and top press in a fantastic opportunity to learn, inspire, partner, and experience first hand the most exciting industry of our times.

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Presented at VRX Europe May 11, 2017 With 6.3M high-end headsets and over 80M Google Cardboards shipped last year, roughly 70% of VR innovators agree that growth was right on track. As with any early stage technology, there is a slow start that quickly amps up, putting VR in line with media's historical narrative. Increasing innovation, accessibility and quality content will lead the industry to reach just under $40 billion by 2020, up from $1.8B in 2016. Market transparency is important now more than ever since companies are staking billions of dollars on the potential of this nascent and nebulous medium. Join Stephanie Llamas, SuperData's VP of Research and Strategy, as we look back on consumer VR’s flagship year, and look forward to the opportunities of today and beyond. Learn what questions you need to be asking and how to use those answers to make big decisions. Walk away with hard data including worldwide VR revenue by platform, year-over-year comparisons and sales projections, as well as insights on what will drive consumer adoption, and the industry at large going forward.

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