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TRANSCRIPT
Virtual Reality and Augmented Reality: Industries
and Applications
For: CTM, Marshall School of Business, USC
June 30, 2017
By: Indranil Chatterjee, Senior Management Student, Woodbury University
Agenda
• WhatisVRandAR?• ExamplesofVRHardware• ExamplesofARHardware• IndustriesInvestinginVR/AR• WhatCompaniesAreDoing• HowVRandARIsBeingUsedInTheMiddleEast• HowVRandARIsBeingUsedinJapan• AnInterestingUseofARInTheMilitary• SomeInterestingCaseStudies• SWOTAnalysis• References
What is VR and AR?
• Virtualreality:Computergeneratedsimulationof3Dimageorenvironmentthatcanbeinteractedwithinaseeminglyrealorphysicalwaybyapersonusingspecialequipment,suchasheadsetsandcontrollers.
• Augmentedreality:Integrationofdigitalinformationwiththeuser’senvironmentinrealtime.ARsuperimposescomputer-generatedimageonauser’sviewoftherealworldthroughaheadsetorsmart-device.
Examples of VR Hardware
PSVR:Sony’sVirtualRealityheadsetforthePlayStation4
HTCVive:DevelopedbyHTCandValve
Corporation
SamsungGearVR:PairswithSamsungGalaxysmartphones
Source:TheBestVR(VirtualReality)Headsetsof2017,Greenwald2017
Examples of AR Hardware
MicrosoftHoloLens:MostwidelyusedcommercialAR
headset
Epsonbt300:Amongtheleastexpensiveoptionscurrentonthemarket
Smartphones:SimpleARappsareavailableon
smartphonedevicesontheappsstore
Source:FabFive- TheTop5PiecesofAugmentedRealityHardware,Hemmer2016
Industries Investing In VR/AR
Retail Advertising&Marketing Medicine Travel Education
Architecture&Construction
LawEnforcement&
MilitaryAutomotive Training VideoGames&
Entertainment
Source:10IndustriesRushingToEmbraceVirtualReality,Morris2016;10IndustriesEmbracingAugmentedReality,Cox2016
What Companies Are Doing
COMPANIES
• MajorcompaniesincludeSony,Microsoft,Samsung,Intel,Qualcomm,IBM,Facebook,andHTCtonameafew
• FacebookpurchasedofOculusVRfor$2billionin2014
• Facebookhasacquired11VR/ARcompanies,mostlythroughitssubsidiaryOculus
• Intermsofthenumberofinvestmentsmade,RothenbergVentureshasmade32investmentsintheindustry,whileHTChasmade28investmentsinVR/ARstartups
INNOVATION
• FacebookisbuildingARglassesandhasaseparateVRteamworkingonwaystobringVRintoFacebook
• IBM’sWatsonisbeingappliedtoVR.RectangularStudiosiscreatingaVRexperiencethatallowsuserstospeakinnaturallanguagetoavatarsinthevirtualworldandhavethemreplyinkind
• ThenumberofAR/VRjobspostedonLinkedInhastripledinthelasttwoyears;mostofthesepositionsarefromFacebook
FORECAST
• AccordingtotheInternationalDataCorporation(IDC),worldwiderevenuesforVRandARtechnologiesin2017wasprojectedtobe$14billion,anincreaseof130.5%from2016’s6.1billion
• IDCalsopredictsARandVRspendingtoincreaseoverthenextfewyears,amountingtoover$140billionin2020
Source:Mason(2016);Molla (2017);Vanian (2015);WorldwideSpendingonAugmentedandVirtualRealityForecasttoReach$13.9Billionin2017,AccordingtoIDC(2017)
How VR and AR Is Being Used In The Middle East
• TradeandTourism• AdvertisingandMediaagenciesusingAR/VRforcreativewaystopresenttotheirclients
• VRandARbeingvigorouslyadoptedinarchitectureandengineering• Immersiveappsandcontentbeingusedtoshowcaseprojectdetails
• VRandARbeingusedin3Dvisualdesignandanimations,videogames,graphicdesign,andpost-productionservices
• Eventtechnologyandturnkeysolutions
• CertainschoolsusingVRandARtoprovidehistorylessons
Source:TopVirtualRealitycompaniesinDubai(2016)
How VR and AR Is Being Used In Japan
• UseofAR/VRinhealthcare;treatmentofpatientswithcognitivebehaviordisorders,phantomlimbsyndrome,etc.
• Extensiveuseinvideogamesandentertainment;bycompaniessuchasNintendoandSony;invideogamearcadesandshoppingmalls
• JapanesemotorcompaniesareusingVR/ARtounderstandhowcustomersexperiencetheircar.Toyota usedvirtualrealityaspartofitsTeenDrive365campaigntoeducateteenagersandparentsaboutdistracteddriving
• BrandedVRexperiencesarehelpingCompaniesunderstandviewersopinionontheirlogosandthelikefortheircompanies.DigitalmarketingagenciesarealsoexploringhowtheymightcoupleVRandbrands
• CompaniesareusingVR/ARfortrainingpurposes;trainingmechanics,futuresurgeons,etc.
• VR/ARisbeingusedintourism.CustomersgetafirsthandexperienceofhowtheirtripwilllookandfeellikeinVRbeforetakingtheactualtrip
Source:Drake(2017);Carson(2015);VirtualRealitytechnology:VirtualRealitybusinessinJapan(2016)
An Interesting Use of AR in The Military
AppliedResearchAssociatesdevelopedtheARC4systemasagadgetthatcanattachtomostmilitaryequipment,suchashelmets,andcanevenbeintegratedintoweaponscontrolsystems.Itspurposeistoallowcommanderstosendmapsandotherinformationdirectlytothesoldier’sfieldofvision.Thesystemprovidesaccurate,realtimedataonanywearablesee-throughdisplay,includingnight-visionequipment.
Source:Googleglassforwar:TheUSmilitaryfundedsmarthelmetthatcanbeaminformationtosoldiersonthebattlefield,Prigg(2014)
Some Interesting Case Studies • Virtualdrivingtrialstoassistroadsigndesign:acasestudyofOhashijunction
• AVRdrivingsimulationsystemusedtodesignatunneledhighwayjunctioninTokyoJapan.Thesimulationallowsforroadandtransportplanstobeexperiencedfromadriver’sperspectiveinareal-time3Denvironment.Userfeedbackwillbeusedtoassistdesignofroadsigns.ThisstudyistestingtheeffectivenessoftheVRtoolforsafetyassessmentanddesigningroadsignsandmarkingsfortheOhashijunctionproject.
• EffectofVirtualRealityGradedExposureonAnxietyLevelsofPerformingMusicians:ACaseStudy• Thisstudyexaminedtheeffectsofcomputergeneratedvirtualrealitygradedexposureonthephysiologicalandpsychologicalresponsesofperformingmusicians.Thestudywasconductedonthreeupperdivisionundergraduatesaxophonistswhileimmersedinfourvirtualenvironments,eachdesignedtograduallyincreasetheanxietyleveloftheperformer.Thestudyfoundthatvirtualrealitygradedexposuredidelicitphysiologicalandpsychologicalindicationsofincreasedanxietyinmusicalperformanceenvironmentsdesignedforthatpurpose.
• Usingelectronicmapsandaugmentedreality-basedtrainingmaterialsasescapeguidelinesfornuclearaccidents:AnexplorativecasestudyinTaiwan• Thisstudyexaminestheeffectivenessofe-mapsandARbasedescapeguidelinesonmobilephonesingettingtosafezonesandsheltersduringnucleardisastertraining.Thissystemwasproposedsincetheolderpaper-basedtrainingmaterialwasineffective.Resultsshowedthate-mapsandARbasedtrainingwasmoreeffectivethanpaper-basedtraining.
Source:Lorentzen,et.al.(2011);Orman(2004);Ming-Kuan,et.al.(2013)
SWOT Analysis
S W O T
• Newtechnologywithawiderangeofapplications
• Reducingtheneedforphysicalobjectsorinteraction
• Prolongedusecanproducesickness
• Hardwareisexpensive
• Notalotofcontentavailableyet
• Varietyofusesandpotentialmarkets
• Growingmarketwithnewareasofjobgrowth
• BiggestopportunitiesintheAsianandMiddleEasternmarkets
• Lackofcontent• Mediareportsof
addictiontoVRcandriveawaypotentialusers
• Highcompetitioninanichemarket
References Cox,L.(2016,November14).10IndustriesEmbracingAugmentedReality.Retrievedfrom
https://disruptionhub.com/industries-embracing-augmented-reality/Greenwald,W.(2017,June22).TheBestVR(VirtualReality)Headsetsof2017.Retrievedfrom
http://www.pcmag.com/article/342537/the-best-virtual-reality-vr-headsetsHemmer,M.(2016,February8).FabFive- TheTop5PiecesofAugmentedRealityHardware.Retrievedfrom
http://blog.onefire.com/fab-five-the-top-5-pieces-of-augmented-reality-hardwareMorris,C.(2016,December1).10IndustriesRushingToEmbraceVirtualReality.Retrievedfrom
http://www.cnbc.com/2016/12/01/10-industries-rushing-to-embrace-virtual-reality-.html?slide=1Mason,W.(2016,February22).IBMisBringingWatsontoVR.Retrievedfromhttps://uploadvr.com/ibm-is-
bringing-watson-to-vr/Molla,R.(2017,April28).ThesearethecompaniesinvestingmostaggressivelyinARandVR:Facebook,HTC
andIntel,amongothers.Retrievedfromhttps://www.recode.net/2017/4/28/15376268/facebook-augmented-virtual-reality-linkedin-jobs-charts
TopVirtualRealitycompaniesinDubai.(2016,September30).Retrievedfromhttp://www.affinityvr.com/virtualreality-companies-dubai/
Vanian,J.(2015,November30).InvestorsBetThatVirtualRealityisNoIllusion.Retrievedfromhttp://fortune.com/2015/11/30/investment-hot-virtual-reality/
WorldwideSpendingonAugmentedandVirtualRealityForecasttoReach$13.9Billionin2017,AccordingtoIDC.(2017,February27).Retrievedfromhttp://www.idc.com/getdoc.jsp?containerId=prUS42331217
Carson,E.(2015,March10).9industriesusingvirtualreality:Whilevirtualrealityiscommonlyassociatedwithgaming,itisbeingusedinmanymorecapacities.Hereare9examples.Retrievedfromhttp://www.techrepublic.com/article/9-industries-using-virtual-reality/
Drake,S.(2017,February1).FundingTheFutureOfVRInJapan.Retrievedfromhttp://www.thevirtualreport.biz/asia/feature/64105/funding-the-future-of-vr-in-japan/
Lorentzen,T.,Ito,Y.i.,Tazawa,S.s.,&Goto,H.g.(2011).Virtualdrivingtrialstoassistroadsigndesign:acasestudyofOhashi junction.AdvancesInTransportationStudies,(24),77-84.
Ming-Kuan Tsai1,t.,Pei-Hsun Emma,L.,&Nie-Jia,Y.(2013).Usingelectronicmapsandaugmentedreality-basedtrainingmaterialsasescapeguidelinesfornuclearaccidents:AnexplorativecasestudyinTaiwan.BritishJournalOfEducationalTechnology,44(1),E18-E21.
Orman,E.K.(2004).EffectofVirtualRealityGradedExposureonAnxietyLevelsofPerformingMusicians:ACaseStudy.JournalOfMusicTherapy,41(1),70-78.
Prigg,M.(2014,May27).Googleglassforwar:TheUSmilitaryfundedsmarthelmetthatcanbeaminformationtosoldiersonthebattlefield.Retrievedfromhttp://www.dailymail.co.uk/sciencetech/article-2640869/Google-glass-war-US-military-reveals-augmented-reality-soldiers.html
VirtualRealitytechnology:VirtualRealitybusinessinJapan.(2016,December19).Retrievedfromhttp://www.i-interface.com/en/services/consulting/technologies/trend04.html
Thank You