Augmented, Virtual and Mixed Reality Directory

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Three movers in immersive tech and their impact in commercial verticals

I’ve been involved in the immersive space from the initial growing pains of a veryraw strategy to “get a VR headset in every home”,to more practical applications of real world use cases that enhance business performance. As sophistication around technologies has evolved, successful use cases can be found in almost every vertical, showing definitive ROI and quantifiable results such as reduction inhuman error,greater data retention, and end consumer repeat engagement. These success cases have sparked the vigorous piloting of new ideas and applications, capitalizing on the creativity of those who have sustained long-term vision for these technologies. I see three primary movers in immersive technology today: 1. Quantifiable ROI; 2. A more sophisticated knowledge around appropriate use cases for each technology offering; and 3. Successes AND failures in business models, better informing operational decisions. While I often refer to entertainment as the “low hanging fruit” of immersive tech, it is also the gateway to greater adoption. What starts in entertainment doesn’t stay there (all recurring themes if you’ve ever been to one of my presentations). Entertainment platforms are a reliable foundation for proving out industry success, and grounds for new ideas and technologies. After all, entertainment has played this role for decades. It is well known that games (and military applications)drive massive innovation efforts across IT. The most basic starting point: a premium experience with quality content and adequate engagement is required for consumer adoption, whether that engagement leads to greater ticket sales or more successful (in the case of healthcare) patient trials. Less successful use cases are also invaluable. Where one business model may not ultimately prove viable, careful observers will identify the elements of that model that were productiveand devise a new approach to successfully exploit the positives. One lesson applied across verticals is that “immersive technology” is more than just virtual...

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