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123D
S.C
OM
© D
assa
ult S
ystè
mes
| Co
nfid
entia
l Inf
orm
atio
n | 4
/21/
2013
| re
f.: 3
DS_D
ocum
ent_
2012
Extrapolating on 18 years of History in the VR Solution Market: The Potential of
zSpace to Disrupt the Industry
David Nahon Immersive Virtuality Lab (iV Lab)
Director at Dassault Systemes
Member of the Board at AFRV
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AgendaSome words about me and Dassault Systèmes
What we mean by VR : Immersive Virtuality
Components of an immersive experience: container + content
The challenge for a company putting immersive techno on the marketValue chain of the B2B2C: serving Customers through Business partners
Lessons learn from succesful and non-succesfull storiesCAVEs, HMDs, Nintendo Wii and 3DS, Wacom, Spacemouse, Guitar Heroe, leap motion, 3DVision
Conclusions on requirements for success, a proposed metric: MADIKAffordable, Deployable, Immersive, Multi-purpose, Killer-purpose
How does zSpace compares with its predecessors/competitors using MADIK
Proposed directions for valuable usages in 12 industries and in the consumer markets
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http://www.linkedin.com/in/davidnahon
Cf My Linkedin Profile
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Our Purpose
Dassault Systèmes providesbusiness & peoplewith 3DEXPERIENCE universesto imagine sustainable innovations capable of harmonizing product, nature and life.
““
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Our Legacy
V3 V4 V5 V6
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Key Elements of Our Platform
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Our 3DEXPERIENCE PLATFORM
Powersour Brands
Our 3DEXPERIENCE Platform
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Our 3DEXPERIENCE Platform
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The Sensori-motor loop
3DEXPERIENCE
actionperception
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virtual user
If closed loop, strong requirement:
<~ 20 msec loop
Courtesy Rolland Jouvent,in “Le cerveau Magicien”
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From – « Le Cerveau Magicien », Roland Jouvent
« The Horse is our connection to the real »
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Courtesy Rolland Jouvent,in “Le cerveau Magicien”
Virtual Reality Immersive Virtuality (iV) is a set of technologies and sciences that enables to physically
immerse a user within a virtual 3D world by providing both an enhanced presence of the virtual world for the user (with stereoscopic and view dependant rendering, 3D
sound, haptics …) and an enhanced presence of the user in the virtual world
(through direct natural body interactions)
virtual user
Strong requirement:
<~ 20 msec loop
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Story Telling
Specific iUX
Scenario
Media
HW / SWDrivers + Generic iUX
Content
ExperienceContainer
An immersive experience
zSpace Market
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Who What Entreprise User
Home or Pro User
End User runs the experience
Customer puchases and deploys the experience
ISVManagment
Product Marketing Manager
articulates value and promotes the product
Engineering team Application developer
UX designer Designs and validate the UX
Hardware/Device/SW vendor and integrators
Sells the experience container
The stakeholders, the challenge for zSpace and alike
Developer
H/W vendor
End User
Bring innovative valuable
user experiences to the end users and
customersthrough the usage of
new devices and technologies
IT
Customer
iV Expert
Marketing
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Definitions
Présence vs Immersivity
‘The sense of “being there”’ (Held & Durlach, Sheridan, Zeltzer: premier issue of PRESENCE, 1992)‘A perceptual illusion of non-mediation’ (Lombard and Ditton,1997)‘A mental state in which a user feels physically present within the computer-mediated environment’ (Draper & Kaber, 1998)‘The subjective experience of being in one place or environment, even when one is physically situated in another’ (Witmer & Singer, 1998)
C.f Mel Slatterhttp://www.cs.ucl.ac.uk/staff/m.slater/Papers/rss-prepublication.pdf
Presence du virtuel• “Place Illusion”: Avoir
l’impression d’y être• “Plausibility Illusion”: Garder
une cohérence, ne pas rompre la présence par des incohérences
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Immersive / magic / irresistible UXA Good CAVE (Dassault Systèmes LiVES)
Low latency, wide FOV, small pixels, perfect calibration
Low end or badly administred CAVEBig pixels, bad screen alignment, too small framerate creates latency
Nintendo 3DS AR + stereo 3DPerfectly plausible illusion
Leap Motion, a mouse, wiimote, kinectThe super small latency induces a great sensorimotor illusion
I
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Affordable components are key for affordable productseMagin z800, Sensics pSight
eMaging wanted to use their OLED Micro-displays, but it was too early, and not yet in mass production, so end product was not Affordable
IMU didn’t exist as smartphones didn’t exist, so none came with correct embeded tracker
Occulus Rift is using recent IMU and integrates them in their HMD
Wiimote Nintendo was clever tu use existing accelerometers from the massive airbag industry
Then they added a plugin with gyros to enhance the experience
A
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Deployability
CAVE, Sensics piSight
A very dedicated IT team is needed
With knowledge on all components (tracking, stereo, clusters, ..)
Lots of places where the system may fail
Sensics piSight, Emagin z800
Instant wearability is a challenge
Disney Quest CAVEQuicly closed
Replaced by a much less VR system
D
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Killer usage valueGuitar Heroe, Spacemouse, Wacom Cintiq, CAVE
A single valuable pro or consumer usage may be enough to sell an emerging device
Wacom Bamboo, Falcon Novint, Disney Quest CAVEs
Tranfering pro techno to consumer market is a challenge
Pro needs must also transfer to consumer needs (e.g drawing on tablets)
K
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Multi-purpose valueCAVEs (in manufacturing industries )
By design VR centers can handle a variety of usageWider deployments usually happen on smaller systems
Nintendo Wii or 3DS, Occulus Rift, Leap Motion, Nvidia 3DVision, eMagin z800, Falcon Novint
You may sell a disruptive UX techno if you bring multiple (small) valuable contentsVery demanding developer community strategy, most failedNintendo is the king in this area as they provide off the shelf experiences
M
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The MADIK chart
AffordableMade with massivelly produced components
Deployable Just run it, no need to be a geek
ImmersiveFaking the perception to make virtual as real as reality
Multi-purposeIf I buy it for one usage,
will I find other that sustain my investment ?
Killer-purposeif I remove it, how can you keep living / working
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How does zSpace compares with a CAVE using ADIMK chart
Affordable
Deployable
Immersive
Multi-purpose
zSpace
CAVE
zSpace future ?
Killer-purpose
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How does zSpace compares with similar predecessors/competitors desktop immersive systems using
Affordable
Deployable
Immersive
Multi-purpose
zSpace
Cintiq
3DVision + Mouse + Kbd
C-Station
zSpace future ?Killer-purpose
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How can zSpace improve ?
Affordable
Deployable
Immersive
Killer-purpose Multi-purpose
zSpace
zSpace future ?
Solve lighting constraintsFind a place for the Keyboard ?
Support left hand activity
Use pure Consumer mass components
Become the main screen ?Go to consumer marketSee next slides
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PLM steps (only relevant for manufacturing industries)
Imagine the best product/process
Model it
Simulate it
Produce it
Sell itMaintain and operate it
Refine and update specifications
Explain how to use/do it
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If the specifications are good, product has better chances to be good !
Imagine the best product/process•Qualitatively understand your future user•Optimize their user experience•Asses customer’s perceived value
Car interior habitability studies
© PSA Peugeot Citröen
“In real context” concept reviews with AR
probably usefulin deploymentmature
Benefits:
Packaging and product placement studies
Assembly line ergonomics© PSA Peugeot Citröen
© Clarté© 3DS
© 3DS
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Model it•Be more creative, have unique insights at body scale•Enable participation of casual users through a simpler experiences•Go faster by leveraging more degrees of freedom than desktop
Benefits:
Store design and layout at scale one in a CAVEClay modeling on Personal
Space Station
Viewpoint control with marker tracking
From Layout to Shape
Shaping on InfiniteZ’s zSpace
Configuration of restricted spaces in a CAVE
probably usefulin deploymentmature
© Clarté
© 3DS
© 3DS
© 3DS
© Napkin Sketch
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Doc & Training
Explain how to do it•Faster operations with immersive instruction•Longer lasting experience through lower brain stimulation•Efficient “virtuality to reality” transfert
Benefits:
Technical gesture training
Emergency procedures training
zSpace Mounting
instructionsMR Maintenance
training of photocopier
probably usefulin deploymentmature
© CEA List - Renault© Canon
© 3DS
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Maintain and operate it
Business Operations (fake)
Plant onsite security visits (fake)Plant operational
virtual replica
•More straightforward access to information: saves time•more usefull insights when you are within the data
Benefits:
AR Automotive servicing (BMW
fake)
Car interior habitability studies
probably usefulin deploymentmature
© BMW© Basf
© 3DS © 3DS
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Cultivate user’s intimacy with your offer …
Sell it•Product is familiar before it is purchased•Attract prospects to your (real or virtual) store•Reinforce brand relation with customers
Benefits:
Advergames: leverage the magic of AR
Furniture at home AR tryoutCar Showroom: unlimited
options demo
probably usefulin deploymentmature
Apparels and Clothes
© Cisco (fake)
© TI
© Calrté - Renault
© Panasonic
© 3DS -Nestlé
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Refine and update specifications
Superimpose computation data with real imagery
•Less cognitive load when comparing as built and new plans•Better insights
Benefits:
Styling real vs virtual side-by-side comparisons
© RTTProcess planning re-designFaster Visual clash analysis
© Metaio
probably usefulin deploymentmature
© 3DS
© Covise
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In shortExisting Killer optunities for zSpace as an iV platform in the 12 3DS industries
If we use iV, we have benefits such asOptimize user experience
Asses customer’s perceived value
Be more creative, have unique insights at body scale
Enable participation of casual users through a simpler experiences
Go faster by leveraging more degrees of freedom than desktop
Faster operations with AR instruction
Longer lasting experience through lower brain stimulation
Efficient virtuality to reality transfert
More straightforward access to information: saves time
more usefull insights when you are within the data
Less cognitive load when comparing as built and new plans
Better insights
In short, enhanced:Product Quality
User Experience
Customer Percieved Value
Creativity
Efficiency
Enjoyability
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Who What Entreprise User
Home or Pro User
End User runs the experience
Customer puchases and deploys the experience
ISVManagment
Product Marketing Manager
articulates value and promotes the product
Engineering team Application developer
UX designer Designs and validate the UX
Hardware/Device/SW vendor and integrators
Sells the experience container
zSpace is already doing the best possible job to improve on Killer usage
Developer
H/W vendor
End User
IT
Customer
iV Expert
Marketing
Support internal sponsors
Great Experience for the User
Co-Marketing•Joint value research•Joint events•Loan devices
Seduce CEO !Send developpers
with SDK
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Our BeliefiV is the ultimate 3DEXPERIENCE
The F1 Racing Car effectHigh end technologies feeding regular market products
Concept car effectDream User Experience vision to demonstrate thought leadership
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Besides gaming which is obvious ?
Can zSpace become a home consumer platform ?
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zSpace is likelly to disrupt the industry due to its capacity to
Conclusion
Be the most Immersive desktop platformProvided the left hand can be used efficently
Be the most easilly Deployable Immersive desktop platformProvided lighting and keyboard issues are solved
Be the most Affordable Deployable Immersive desktop platformProvided components can be produced in mass
Be the most valuable platform to deployKiller applications in the profesional market, and in PLM in particular
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