$5 TRILLION ECONOMY IN THE MAKING
Augmented reality and virtual reality technologies have stepped off the shelf – almost literally – and into our eyes and brains. The idea that these powerful modes of transmission were limited to entertainment alone is long gone. Several industries are already implementing hands-on versions of these technologies into their daily practices. For example, using AR/VR to learn and practice complex heart surgery, or defuse landmines, etc.
These fun and interactive tools are also helping businesses with their marketing, creating bigger impacts on potential customers, especially at trade shows and product launches.
These fun and interactive tools are also helping businesses with their marketing, creating bigger impacts on potential customers, especially at trade shows and product launches.
Augmented Reality and Virtual Reality Growth Trends
One of the fastest emerging technology trends is in the area of Extended Reality (XR), which encompasses Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR).
Extended Reality appeal spans genders, geographies, sectors, and generations. Consumers are open to adopting new technologies; companies are investing heavily in the development of metaverse infrastructure; and brands experimenting in the metaverse are getting positive feedback from consumers.
You can take Metaverse as an upcoming, ongoing, and rapidly developing sector of technology under the umbrella of Extended Reality and augmented reality (AR), mixed reality (MR), and virtual reality (VR).
According to Mckinsey, consumer and enterprise use cases suggests it could generate up to $5 trillion in impact by 2030—about the size of Japan’s economy, the world’s third-largest.
To understand Extended Reality (XR), we’ll begin by defining three of its main components: virtual, augmented, and mixed reality.
Virtual Reality (VR) applications use headsets to fully immerse users in a computer-simulated reality. These headsets generate realistic sounds and images, engaging all five senses to create an interactive virtual world. However, existing VR headsets is that some cause motion sickness and nausea. Incorporating the sense of touch could help with this problem, because what a person sees in the virtual environment will match up better with what they perceive with respect to their bodies.
Augmented Reality (AR) is not a new reality, but a layer on top of your existing one. Rather than immersing users, AR relies on a device – usually the camera in your phone or tablet – to overlay digital graphics and sounds into a real-world environment. Pokémon Go and Snapchat filters are commonplace examples of this kind of technology.
Mixed Reality (MR) lies somewhere in between VR and AR. It blends real-world objects and virtual world scenery to create complex environments where physical and digital elements can interact in real time.
Like AR, it overlays synthetic content in a real-world environment; and like VR, this content is interactive, and users can manipulate the digital objects in their physical space.
Extended Reality appeal spans genders, geographies, sectors, and generations. Consumers are open to adopting new technologies; companies are investing heavily in the development of metaverse infrastructure; and brands experimenting in the metaverse are getting positive feedback from consumers.
You can take Metaverse as an upcoming, ongoing, and rapidly developing sector of technology under the umbrella of Extended Reality and augmented reality (AR), mixed reality (MR), and virtual reality (VR).
According to Mckinsey, consumer and enterprise use cases suggests it could generate up to $5 trillion in impact by 2030—about the size of Japan’s economy, the world’s third-largest.
To understand Extended Reality (XR), we’ll begin by defining three of its main components: virtual, augmented, and mixed reality.
Virtual Reality (VR) applications use headsets to fully immerse users in a computer-simulated reality. These headsets generate realistic sounds and images, engaging all five senses to create an interactive virtual world. However, existing VR headsets is that some cause motion sickness and nausea. Incorporating the sense of touch could help with this problem, because what a person sees in the virtual environment will match up better with what they perceive with respect to their bodies.
Augmented Reality (AR) is not a new reality, but a layer on top of your existing one. Rather than immersing users, AR relies on a device – usually the camera in your phone or tablet – to overlay digital graphics and sounds into a real-world environment. Pokémon Go and Snapchat filters are commonplace examples of this kind of technology.
Mixed Reality (MR) lies somewhere in between VR and AR. It blends real-world objects and virtual world scenery to create complex environments where physical and digital elements can interact in real time.
Like AR, it overlays synthetic content in a real-world environment; and like VR, this content is interactive, and users can manipulate the digital objects in their physical space.
Mixed reality solutions use two different types of gadgetry. Holographic devices create semi-immersive experiences for the user with interactive virtual holograms. Devices like Magic Leap VR, Microsoft HoloLens, and Google Cardboard are examples of holographic devices. They allow users to create 3D visuals to store, download, and share anywhere via edge computing. They are used in factories or manufacturing plants to provide remote visual guidance to professionals on tasks such as product assembly, machine operations, and factory inspections. Immersive devices completely replace the user’s surroundings with a virtual environment using a head-mounted display (HMD). An immersive device has two near-eye displays, one for each eye, which meets at a 114° arc, where the users start to see in 3D. Immersive devices also provide six degrees of freedom (6DoF), so users look and move their limbs in any direction without breaking the flow of immersion. A great example of immersive devices is Meta Quest 2 or Samsung Gear VR. AR and VR Trade Show Use Cases — Gamification of Marketing: — Virtual Product Demos: Benefits of Using AR and VR Tech at Trade Shows |
Highlighting the essence of the natural world and promoting a digital environment with eye-catching visuals has made mixed reality a perfect tool for marketing and information delivery in the EVENTS INDUSTRY
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AR technology is giving the United States Army improved situational awareness. The technology, called “Tactical Augmented Reality” (TAR), is essentially an eyepiece that helps soldiers precisely locate their positions as well as the locations of others—both friend and foe. TAR is set out to replace night-vision goggles, as it enables soldiers to see in the dark. It will also replace the handheld GPS system that soldiers carry today to approximate their positions. "The eyepiece is connected wirelessly to a tablet that soldiers wear on their waists, plus it’s wirelessly connected to a thermal site mounted on their rifles or carbines. Here are : If a soldier is pointing his or her weapon, the image of the target, plus other details ,such as the distance to target, can be seen through the eyepiece."
Augmented Reality and Virtual Reality Technology at Trade Shows
While trade shows can be a fun marketing platform to exhibit, launch, live stream, and demonstrate products, they’re an extremely competitive space. With increased footfall, it becomes crucial for companies not just to capture the attention of potential customers, but also retain it. Leaving behind a memorable impression of your company’s products and services can be especially helpful in converting prospects.
Businesses are constantly seeking out the newest, most cutting-edge ways to marke their products. AR and VR tech is the perfect way to achieve this, providing exhibitors the opportunity to create highly immersive experiences without boring onlookers with typical slideshows or video presentations.
Businesses are constantly seeking out the newest, most cutting-edge ways to marke their products. AR and VR tech is the perfect way to achieve this, providing exhibitors the opportunity to create highly immersive experiences without boring onlookers with typical slideshows or video presentations.
AR and VR Trade Show Use Cases
Gamification of Marketing: Gamification is a powerful tool that helps users learn through fun and interactive methods. The popular demand for visual platforms to learn about real-life problems and solve them through intuitive thinking and reasoning has led to the use of XR for educational experiences that provide high levels of immersive entertainment (known as “edutainment”). Organizations can create quick and colorful games to educate trade show crowds about real-life issues like logistical delays, product safety, and transport routes. These games allow people to engage with topics that might not be the most interesting things to stand around and listen to at a conference. AR/ VR instead gives audiences a first-hand glimpse into the workings of the organization. Virtual Product Demos: Not every industry can lug around a product sample to show off. For example, consider the automobile industry. Can car manufacturers ship around demo models of all the different types of sale to all car shows around the world? This would be a logistical nightmare – not to mention impractical, unsafe, and expensive. The same goes for any industry with laboriously big products – or even products that are currently in development. AR/VR tech gives companies an easy way to let customers demo the product as if it were the real thing. Trade show booth visitors can explore and interact with the features of the product in an almost surrealistic way through a single platform like a tablet or a PC. Highly realistic 3D renderings that interact with the user’s surroundings through images, text, videos and animation tactics can give them an outstanding experience of the product, regardless of the industry. Visual Entertainment:
Almost everyone has either glimpsed or used products like the Microsoft HoloLens, HTC Vive Pro/Focus and Oculus Quest/Go. These devices are the perfect option for visual learners. Mixed reality smart-glasses can project 3D objects into the natural setting of the user’s surroundings – this creates a fine blend of virtual reality and actual reality. Visitors to your trade show booth can then interact with all of your organization’s digital content. Users are free to test drive flights across the world, drive brand new SUVs across rocky terrains, and check out how they look in brand new clothing, all from the comfort of your trade show stall. This gives them a semi-realistic idea of how the product functions and if it is compatible with their skills and requirements. Augmented with typography Typography has infiltrated fashion, food is shaped or moulded into type, and dance-based TikToks still have us pointing to the words at every pivot. And if we’re going to have type everywhere, it might as well be interesting. This is where the uncharted possibilities of dimensional type in augmented reality (AR) come into play. Benefits of Using AR and VR Tech at Trade Shows
Visualization is a super powerful tool for demonstrating your product. You could stand for hours and drone on about the benefits of your products or show conference exhibit visitors videos about how well it can solve their problems, but the chances of these tactics working are slim (unless the person listening is already interested).
1. The experiential marketing brought to the table by AR/ VR tech gives customers a great idea of what to expect from the product. This saves your time while giving users an immersive experience that they’re guaranteed to talk about. 2. AR/ VR also lets you harness data to provide highly personalized visitor experiences to each and every person who visits your booth space. There’s always something magical about seeing products custom-made to your personal preferences. 3. AR/VR tech also lets you maximize floor space. Booth spaces usually aren’t big – you can use AR/VR to create an entire world for the user to immerse themselves in. This allows you to get extra creative and elaborate with the demonstrations. 4. Spot virtual and augmented demonstrations lets you train prospective clients on how to properly use your products. Instead of implementing hiring schemes or test models, you can use an AR/VR setup to properly run through the practical uses of the product. 5. Another interesting application of kiosk mode for VR apps is a more interactive version of the standard 360 video. This time the presentation features ‘hotspots’, icons that allow the user to follow a custom path. 6. You can also use AR/VR demos to show users the cutting edge features your product offers, while garnering immediate feedback from the on the spot. 7. Another benefit from a business development perspective is that XR applications can be implemented whereby the trade show attendee will need to provide you with their contact information in order to try out the experience. Whether it’s scanning an attendee’s QR code on their badge with your lead retrieval system or asking the user to provide their name and e-mail address to get on to a leader board, there are many ways to integrate lead tracking into the experience to allow for data analytics after the event. |
Virtual Reality DEVELOPMENT PLATFORMS TO GET YOU STARTED
InstaVR Easy-to-Use Interface. Completely web-based. Drag-and-drop, with no coding required. You can start authoring without using special hardware or installing software to your local machine. You can make a VR app with zero experience. Stereoscopic panoramic images and movies are supported. Audience can have true 3D experience. 360dgrees.com Quick and easy, everything you need to launch immersive experiences to engage people as never before. Hotspots are the key components of the interactive layer of 360dgrees.com: The chance to change a static virtual reality experience into an opportunity to get into the action. Hotspots are interactive connecting points in the virtual reality space. StellarX Create collaborative Spaces, rich simulations, and visualize the world around you like never before, without code. Collaboration should be simple, straightforward, and effective. StellarX empowers business professionals across industries to better themselves with immersive AI-enabled experiences. Simply drag-and-drop, grab and go, point and click, or set it and forget it Cardboard SDK The open-source Cardboard SDK allows you to build immersive cross-platform VR experiences for Android and iOS. With essential VR features such as motion tracking, stereoscopic rendering, and user interaction, you can build entirely new VR experiences or enhance existing apps that support VR. Cardboard SDK provides everything you need to create your own Virtual Reality (VR) experiences |
Highlighting the essence of the natural world and promoting a digital environment with eye-catching visuals has made mixed reality a perfect tool for marketing and information delivery in the EVENTS INDUSTRY
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Speaking of after the event, when considering the creation of any XR application, make sure that you consider how your company is going to reuse this digital asset after your trade show is over. For example, perhaps you could re-purpose the content and provide your sales department with AR or VR assets that they could take with them on the road. Or how about putting some of this information on to your website? If developed properly upfront, most XR experiences can be redeployed in other parts of the organization to maximize your return on investment.
If this all sounds too complicating, give us a call. We will sort you out with creative strategies.