Augmented Reality (AR) and Virtual Reality (VR) have been around for quite some time. The first instance of VR was conceptualized as early as the 1860s. A few decades later, Antonin Artaud, a prominent avant-garde figure of the twentieth century, declared that in theater the audience should suspend their disbelief and watch the plays as if they were real- an alternate reality playing right in front of their eyes.
If we talk about AR VR then Fast-forward another decade and, starting with the 1970s well into the 1990s,in the concept of AR VR, artificial reality was already being used quite successfully by the health, military, automotive, and air and space industries. Still, it is worth mentioning that the modern concept of virtual reality comes from science fiction and the brilliant minds of authors like Isaac Asimov, H.G. Wells, and Aldous Huxley.
Benefits of Using AR for Your Business
Benefits of Using VR for Your Business
Industries where AR used
In the concept of AR VR…
Augmented Reality (AR) is an interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information, sometimes across multiple sensory modalities, including visual, auditory, haptic, somatosensory, and olfactory.
AR can be defined as a system that fulfills three basic features:
A combination of real and virtual worlds, real-time interaction, and accurate 3D registration of virtual and real objects.
The overlaid sensory information can be constructive i.e. additive to the natural environment, or destructive i.e. masking of the natural environment. This experience is seamlessly interwoven with the physical world such that it is perceived as an immersive aspect of the real environment.
Virtual Reality (VR) is a simulated experience that can be similar to or completely different from the real world. Applications of virtual reality include Entertainment (e.g. video games), Education (e.g. medical or military training) and Business (e.g. virtual meetings). Other distinct types of VR-style technology include augmented reality and mixed reality sometimes referred to as extended reality or XR. One may distinguish between two types of VR; immersive VR and text-based networked VR (also known as “Cyberspace”). The immersive VR changes your view when you move your head. While both VRS are appropriate for training, Cyberspace is preferred for distance learning. In some cases, these two types are even complementary to each other. This page mainly focuses on immersive VR.
AR is being used by companies such as IKEA, which have leveraged the technology to provide their customers with the ability to experience firsthand just how IKEA’s furniture would look in their homes. It is a unique experience to be able to place a virtual piece of furniture in your home and see what it would look like if it were there.
Other content creators are delving into AR in ways that haven’t been tried yet, such as the creation of an AR-based social network. Snappy is doing just that — enabling users to create AR videos and location-based messages. Users can create and experience location-based AR throughout their cities through the creations of other Snappy members, all of whom are using the Snappy app on their mobile device.
Other AR-enabled companies have included BIC Kids, whose DrawyBook app has enhanced the whole creative drawing process for children, allowing them to view their drawings through the DrawyBook tablet app, and then add even more colors and shapes to their artwork, experiencing the awe of bringing their artwork to life.
Mercedes has been working with AR-enhanced navigation for a while now, layering instructions over objects in the live camera view on the navigation screen. The view on the screen includes street names, turn instructions, and the addresses of buildings, which all show up at the approach of the upcoming turn. They already have plans to move the AR from the dashboard navigation console to the windshield in upcoming models.
AR is now being used by the United States Army, which recently signed a much-debated $480 million contract with Microsoft to license their HoloLens 2 technology for training, simulation, and combat. The military’s version of HaloLens, which is called the Integrated Visual Augmentation System, or IVAS, features its version of night vision, and will initially be used for training, but will be fully capable of being used in actual combat. Soldiers see the IVAS as a “combat multiplier” that makes them a deadlier fighting machine, and increases the effectiveness of their training, taking soldiers to a whole new level.
As you can see, there is already ROI for companies that enhance their businesses with augmented reality. It can involve using Holo Lens or Magic Leap goggles, or it can be built into products such as automobiles, or more simply incorporated into mobile apps. Many innovative companies are using AR to enhance their customer’s experience, entice them to purchase products, enhance workplace training, and provide immersive, interactive experiences. 2020 is likely to see more companies take the opportunity to use AR to bring real value to their businesses.
Engagement and inspiration are among the major reasons why leading brands create VR marketing experiences. Considering these benefits of virtual reality in business, your company will stand at the technological forefront and will draw the audience’s attention.
As more and more retail companies are integrating VR/AR technologies into the customer experience, the concept of ‘try-before-you-buy vastly expands. ‘Look before you book,’ ‘Try before you fly’—all that immerses the customers in the unique product experience. Are you going to buy a car? Volvo offers you to try its VR test drive on your phone. Searching for new shoes? Lacoste created an AR mobile app that customers could use to try on shoes virtually. That is the perfect marketing combo.
Quality VR/AR content brings your product presentation to a new level. It is a cool way to show off your products or services as well as create a much more interactive shopping experience. It allows customers to consume the content in a more immersive environment that creates an emotional connection with them.
How to present your product in a new way? Let’s see how other companies do it. Patrón’s tequila company created a new marketing project combining live-action and computer graphics. It is a 360-degree journey following the product lifecycle from the agave field straight to the bar. This is a good example of how you can honestly give an inside look at the process of creating a product for the audience in both entertaining and educational ways.
Twenty years ago, developing some products from concept through to launch was very expensive, time-consuming, and risky. Technological advances had changed this algorithm, its focus had shifted to fast development iterations. Today we have great abilities to prototype and test cheaper and faster than ever before.
Prototyping is the best means to prevent wasting your time. In other words, it provides a set of approaches and special tools for exploring ideas, furthermore, testing them before excessive resource usage. Instead of spending time and money without a 100% guarantee of desired results, prototyping suggests using an experimental model for testing your idea. As a form of research, it allows exploring problems in interfaces and services for crafting to perfection.
The military in the UK and the US have both adopted the use of virtual reality in their training as it allows them to undertake a huge range of simulations. VR is used in all branches of service: the army, navy, air force, marines, and coast guard. In a world where technology is adopted from an early age and children are accustomed to video games and computers, VR proves an effective method of training. VR can transport a trainee into several different situations, places, and environments for a range of training purposes.
VR is revolutionizing the sports industry for players, coaches, and viewers. Virtual reality can be used by coaches and players to train more efficiently across a range of sports, as they can watch and experience certain situations repeatedly and can improve each time.
Essentially, it’s used as a training aid to help measure athletic performance and analyze technique. Some say it can also be used to improve athletes’ cognitive abilities when injured, as it allows them to experience gameplay scenarios virtually.
As mentioned briefly before, VR technology has become a primary method for treating post-traumatic stress. Using VR exposure therapy, a person enters a re-enactment of a traumatic event in an attempt to come to terms with the event and heal. Likewise, it has also been used to treat anxiety, phobias, and depression.
For example, some patients with anxiety find meditating using VR to be an effective method to manage stress reactivity and boost coping mechanisms. Virtual reality technology can provide a safe environment for patients to come into contact with things they fear, whilst remaining in a controlled and safe environment. This is just one of the ways virtual reality can have a real positive impact on society.
Due to its interactive nature, medical and dental students have begun using VR to practice surgeries and procedures, allowing for a consequence-free learning environment; the risk of inflicting harm or making a mistake while practicing on real patients is eliminated. Virtual patients are used to allowing students to develop skills that can later be applied in the real world. Using VR technology in the medical industry is an effective way to not only improve the quality of students in training but also presents a great opportunity to optimize costs, especially since health services are continuously under pressure with tight budgets.
VR uses for education don’t stop at the military or medical field, but extend to schools with virtual reality also adopted in education for teaching and learning situations. Students can interact with each other and within a three-dimensional environment. They can also be taken on virtual field trips, for example, to museums, taking tours of the solar system, and going back in time to different eras. Virtual reality can be particularly beneficial for students with special needs, such as autism.
The lesser-known use of VR is in fashion where it has been having quite a profound impact. For example, virtual simulations of store environments can be extremely useful for retailers to design their signage and product displays without fully committing to the build like you would in the real world. In the same way, appropriate time and resources can be allocated for the build of the store layout. Some popular brands that have already begun implementing VR in their business include Tommy Hilfiger, Coach, and Gap. VR uses for these big names encompass offering a 360-degree experience of fashion shows and allowing customers to try on clothes virtually.
AR has been used to aid archaeological research. By augmenting archaeological features onto the modern landscape, AR allows archaeologists to formulate possible site configurations from extant structures.
Computer-generated models of ruins, buildings, landscapes, or even ancient people have been recycled into early archaeological AR applications. For example, implementing a system like, VITA (Visual Interaction Tool for Archaeology) will allow users to imagine and investigate instant excavation results without leaving their homes. Each user can collaborate by mutually “navigating, searching, and viewing data”.
Hrvoje Benko, a researcher in the computer science department at Columbia University, points out that these particular systems and others like them can provide “3D panoramic images and 3D models of the site itself at different excavation stages” all the while organizing much of the data in a collaborative way that is easy to use. Collaborative AR systems supply multimodal interactions that combine the real world with virtual images of both environments.
AR can aid in visualizing building projects. Computer-generated images of a structure can be superimposed onto a real-life local view of a property before the physical building is constructed there; this was demonstrated publicly by Trimble Navigation in 2004. AR can also be employed within an architect’s workspace, rendering animated 3D visualizations of their 2D drawings. Architecture sightseeing can be enhanced with AR applications, allowing users viewing a building’s exterior to virtually see through its walls, viewing its interior objects and layout.
With continual improvements to GPS accuracy, businesses can use augmented reality to visualize georeferenced models of construction sites, underground structures, cables, and pipes using mobile devices. Augmented reality is applied to present new projects, solve on-site construction challenges, and enhance promotional materials. Examples include the Daqri Smart Helmet, an Android-powered hard hat used to create augmented reality for the industrial worker, including visual instructions, real-time alerts, and 3D mapping.
AR systems are being used as collaborative tools for design and planning in the built environment. For example, AR can be used to create augmented reality maps, buildings, and data feeds projected onto tabletops for collaborative viewing by built environment professionals. Outdoor AR promises that designs and plans can be superimposed on the real world, redefining the remit of these professions to bring in-situ design into their process. Design options can be articulated on-site, and appear closer to reality than traditional desktop mechanisms such as 2D maps and 3d models.
AR is used to substitute paper manuals with digital instructions which are overlaid on the manufacturing operator’s field of view, reducing the mental effort required to operate. AR makes machine maintenance efficient because it gives operators direct access to a machine’s maintenance history. Virtual manuals help manufacturers adapt to rapidly-changing product designs, as digital instructions are more easily edited and distributed compared to physical manuals.
The AR-Icon can be used as a marker on print as well as on online media. It signals the viewer that digital content is behind it. The content can be viewed with a smartphone or tablet.
AR is used to integrate print and video marketing. Printed marketing material can be designed with certain “trigger” images that, when scanned by an AR-enabled device using image recognition, activate a video version of the promotional material. A major difference between augmented reality and straightforward image recognition is that one can overlay multiple media at the same time in the view screen, such as social media share buttons, the in-page video even audio and 3D objects. Traditional print-only publications are using augmented reality to connect different types of media.
AR can enhance product previews such as allowing a customer to view what’s inside a product’s packaging without opening it. AR can also be.
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