The Power of Augmented Reality and Virtual Reality for Business

Twitter: @DrTimothyJung

Dr Timothy JungDirectorCreative Augmented & Virtual Reality HubManchester Metropolitan Universitywww2.mmu.ac.uk/creativear

Who am I?

• Inter-disciplinary, Innovative and Creative Thinker• Director of Creative Augmented and Virtual Reality Hub, MMU• Conference Chair: AR VR Conference 2018

(Manchester, England)• Focus on Perspective of Business Realities of AR & VR

• Author of • Go Slow and Curvy, • Augmented Reality and Virtual Reality • Augmented Reality in Tourism (Forthcoming)

• Harmony between Technology and Human

Creative AR & VR Hub

Augmented Reality and Virtual Reality Hub @MMU

Investigating new and innovative ways to implement Augmented Reality (AR) and Virtual Reality (VR) in tourism &creative industries.

Leading world-class research in the field of AR/VR and Immersive Technologies and applying research into practice.

Five Megatrends Reshaping the World

• BOX PROJECT CODE

What’s the difference between Augmented Reality & Virtual Reality???

Augmented Reality and Virtual Reality

A UG ME NTE D R E A L ITY VIR T UA L R E A L IT Y

I. Overlay of digital content onto real environment

II. Visitors are able to experience the real environment and get enhanced information

III. Good for on-site experience

I. Computer generated world and digital re-creation of objects

II. Visitors are fully immersed in the digital experience

III. Good for off-site experience

Platform Waves

AR/VR Investments

AR/VR Revenue Forecast

Potential of AR/VR Applications

Why AR & VR?-Virtual Learning• 10% of What We Read

• 20% of What We Hear

• 30% of What We See

• 50% of What We See and Hear

• 70% of What We Discuss with Others

• 80% of What We Personally Experience

• Income generation vs Cost Reduction

AR/VR and Time, Space & Matter

• TimeNo-Time

• Space (Places)No-Space (Virtual places)

• MatterNo-Matter(Digital Substances)

AR/VR in Tourism/Cultural Heritage/Entertainment

Virgin AtlanticMarriott Hotel

Lake District National Park, UK

Amusement Park, Finland

MSC Cruise, USA National History Museum, Australia

Thomas Cook, UK Walt Disney, USA

Robots in Hotel, Japan

VR Simulation Trainingin Hotel, UK

AR/VR in Manufacturing/Health/Medical/Military/Education

VR Pain Relief,Children’s Hospital, USA

Medical TrainingUK

Ford ImmersiveVehicle Environment

VR SafetyTraining

DHL InventoryManagement

VR Remote Maintenance and Inspection

Soldier Training3D VR

VR for HMDS(Husky Mounted Detection System)

Cost Reduction

• Manufacturing• Health/Medical• Military• Education/Training

Income Generation

• Tourism/Hospitality• Leisure• Entertainment• Retail/Fashion

Application of AR & VR in Different Industries

Previous Projects

Dublin AR Manchester Art

Gallery

Smart Glass

Geevor Tin Mine

AR & VR

Manchester Jewish

Museum AR

Barclays

AR Payment

Solution

Manchester

Beacons AR VR

Projects

Dublin AR (User Requirement): DCC, DIT, MMU

• Developed and tested AR application in October 2013

• Enhancement of tourist experience

• Enhanced information on Dublin Independence Trail

• User requirements research

• User acceptance research (published in Current Issues of Tourism)

• User Experience Model

Manchester Art Gallery Wearable AR (UX): KEIF Fund

• January 2014 – June 2014

• First of its kind in the UK

• Visitors explored the art gallery in a completely different way

• Receiving augmented information on paintings to create a unique experience

Geevor Tin Mine Museum:UNESCO World Heritage Site in Cornwall, UK

Geevor Tin Mine Museum AR/VR & 3D Printing (AR/VR Business Model)

• Partner: Samsung GearVR

• Sustainable tourism development

• Attracting new target markets

• Enhancing visitor experience

• Income generation for museum

• Accessibility of underground mine through 3D simulation

• 3D miner souvenir

• Commercialisation of VR Experience

Manchester Jewish Museum (MJM) AR Project: Heritage Lottery Fund

Manchester Jewish Museum AR Project (Learning Experience & Gamification)

• 75% of target market are school children

• How to enhance school childrens’ learning experience?

• ICT-enhanced learning

• Development of AR app for enhanced learning

• Gamification approach

MJM AR Project – AR Prototype App

• Based on user requirement testing, app was developed

• Text, audio, 2D & 3D were triggered by either using markers or scanning real objects

MJM Augmented Reality Application

Pilot Project working with Barclays

• Integrating AR into mobile payment solutions

Manchester Beacons Project-Science Heritage Smart Tourism Project

• In 2016 Manchester became the European City of Science

• Key stakeholders including Marketing Manchester, SalfordUniversity, Manchester Metropolitan University, University of Manchester launched the Manchester Beacons Project

• US software innovator Spark Compass

• Hack-days involving key stakeholders and public to develop ideas for content and functionalities

Beacons Project: Science Manchester Application (AR/VR, IoT):

• Augmented Reality (AR)

• Virtual Reality (VR)

• Provide visitors with a mixed reality smart tourism experience that infuses an alternative visitor experience and inspires visitors to see places differently

• Idea of treasure hunt

• Aim: bring Manchester's science history to life

Science Manchester application - AR

• Overlaid content (video, Avatar (e.g. Pokemon) to explain science

• Visitors are made aware of AR content through 150 Beacons placed around town

• Beacons are hosted by key science organisations

Science Manchester application - VR

• Content was shot using Samsung 360Degree cameras

• E.g. Top of buildings to show Manchester’s Science Heritage, Cancer research UK laboratory, Jodrell Bank Centre for Astrophysics

• 3,000 people had VR experience at Arndale Centre, Manchester

Current/Future Projects

Lake District

National Park

Bird Hive 360 VR & Drone

Project

Digital Health

VR ProjectSmart City and Smart

Tourism/Health

AR/VR Project

Manchester Smart

City/Smart Tourism

AR Project

Box Project

Mixed Reality Multi-

Sensory

Lake District National Park BirdHive VR & Drone Project: English Art Council

• Bid to become a UNESCO World Heritage Site

• 360 Virtual Reality flight experience through Lake District landscape

• Utilising drone film making techniques

• Films viewed through Samsung Head Gear

• 2,500 people had VR Experience in July, August 2016

Lake District National Park BirdHive VR & Drone Project

BirdHive 360 VR Experience

The Box Project: TEKES FundMulti-sensory Experience in Mixed Reality

• Projects on multi-sensory AR VR experience project

• Incorporation of multi-sensory elements into mixed reality (AR & VR) experiences for service experience design

Technology Enhanced Multi-sensory Dinner ExperienceHO W CUSTO MER S PE R CE IVE T HE T HE ME D DINING E X PER IE NCE , AND T HE MULTIPLE SENSOR Y ST IMULI, IN A T ECHNOLOGY E NHA NCE D DINING R O O M?

Lessons Learned from Previous AR/VR Projects

• Need to educate 95% of tourism businesses who need AR/VR

• Need of tourism subject specialists when developing AR/VR

• Need of Business Model

• Need of more successful story with tangible benefits not PR!

• Need of cheap Open Source-Too expensive!

• Combination with other emerging technologies

Industry 4.0

Challenges in Industry 4.0

• Robot + AI + Automation

• 7.1 million jobs will be lost and 2.1 million jobs will be created.

• Ethical issues

• Human vs Technology

• Skills Gap-New curriculum development

Opportunities in Industry 4.0

• AR+VR+3D Printing (Museum, Gallery)

• AR + IoT + Big Data (Theme park, Restaurant)

• AR + IoT (Urban heritage)

• AR/VR + AI (health workers, soldiers training & education)

• Robot + AI (Hotel)

• Robot + Drone+ AR (Security in Warehouse)

• VR/AR + Drone (Outdoor tourism)

• Human Centered Approach

• Quality of Life + Work Efficiency

Suggestions• Government

• Encourage collaboration among businesses, AR/VR contents producers, AR/VR developers, academia & government

• Build interdisciplinary AR/VR community (eco-system) with industry and academics

• Establish government initiated industry-academy working group (e.g. ImmerseUK)

• Support industry-academy collaborative research project

• Academics

• Produce research-based evidence which businesses want

• Conduct practical industry-academy collaborative research

• Focus more on Business Model & commercialization of AR/VR

• Publish successful case studies which demonstrate real benefits of AR/VR for businesses

Suggestions

• Industry

• Proactive to work with AR/VR contents producers & developers

• Create unique/memorable experiences embracing AR/VR

• Develop useful applications with Business Model

• Share successful use cases working with academics & make a bigger market together!

• Open eyes for the business opportunities of AR/VR & other emerging techs (AI, IoT, Big Data) and realize the potential benefits of AR/VR

• “Quality of Life” first

AR & VR and other emerging technologies will transform our future!

Keep an eye on these technologies and do not miss opportunities for businesses in the era of 4th

industrial revolution!

Building AR/VR Community/Eco-system in North England

Dr. Timothy Jung

Director, Creative AR & VR Hub, MMU

Website: www2.mmu.ac.uk/creativear

• Twitter: @DrTimothyJung

E-mail: t.jung@mmu.ac.uk