pca17 augment your product reality

Augment Your Product Reality

Month 2016

Paul Teich

Paul@tiriasresearch.com

+1.512.333.4670

Jim McGregor

Jim@tiriasresearch.com

+1.602.999.9097

Kevin Krewell

Kevin@tiriasresearch.com

+1.408.204.6236

Augment Your Product Reality

#PCATX17 @PCAustin

#VirtualReality #VR

#AugmentedReality

#360photo #360video

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Experiences Are Stories

Your life is a story.

Everything around you has a story.

Your product has a story.

How are you going to tell that story to your buying audience?

Virtual & Augmented Reality Tell Stories

There are many ways to tell

your product's story.

The newest way is through

VR and AR.

What are VR and AR?

Here’s how we define them…

Agency

Freedom of movement

Existential

CONTROL

Limited vs. Unlimited

Immersion

Attention

Possibilities

INTERACTION

Created World vs. Real World

A Simpler View of Reality

Virtual Reality Mixed Reality

360 Viewpoint 2D Overlay

Created World Real World

Agency:

Freedom of

Movement

within Story

or Task

Immersion:

Focus of Attention and Interaction

Augmented Reality

360 Viewpoint (360V)

We all live in a bubble. This is a simple bubble,

with primitive control and interaction.

It is a precursor to VR.

Framing evolves to composing a scene or a walk-through.

Early stage of camera and authoring tools evolution.

Content can be viewed on any surface or device, but requires

player app.

360V

360V

https://youtu.be/KJoxfezd9i0

2D Overlay (2DO)

Superimposes virtual information on top of reality,

but the information does not try to simulate reality.

A primitive form of AR.

Authoring tools are in an early state. Requires a camera and

positional/motion sensors on the viewing platform, but can be

viewed on any surface or device. Content is tied to a specific app.

2DO

2DO

Virtual Reality (VR)

Creates an immersive, interactive 3D stereoscopic

reality with freedom to move around,

within the bounds of the reality.

Authoring tools are borrowed from PC gaming market.

Requires dedicated headgear. Performance will vary

widely between tethered and fully mobile headgear.

VR

Mixed Reality (MR)

Superimposes virtual information on top of reality,

and the information becomes part of the

real experience.

Authoring tools are in an early state, 2DO will become the

proving ground.

Headgear is in an early state of research and development.

Commodity consumer gear is many years away.

MR

What’s Not Included In This Bundle?

Evolution of digital photography

Location based technologies – theaters, theme

parks, etc.

Tech that does not change how people interact

with the storyHands-free mobile displays that are just mobile displays

“3D” video and movies

Just Another Smartphone Screen

Quick and dirty evolution of Google Glass. Puts a smartphone

display at eye-level, which occludes or overlays vision with a

dedicated display area.

Doesn’t change how we use smartphones, with the exception of

hands-free display tech. Short-term sports and fitness

opportunities, such as cycling.

Niche market until fully mobile MR destroys the niche.

JASS

Stereoscopic Photos & Video (“3D”)

Additional depth of viewing field is slightly more immediate than

monoscopic media.

Fundamentally doesn’t change or enhance the story.

Authoring requires special camera and video recording lenses.

Viewing requires VR or MR headset, often requiring a smartphone,

or a more expensive display surface for multi-person viewing.

“3D” Viewing

Conclusions

360V, 2DO, VR and MR are compelling new story telling media.

They are still rapidly evolving.

New media require new methods, tools and best practices,

but those won’t settle out for a few years.

Experiment. Explore. Do something unique. Learn.

Remember flaming web logos?

Yah, that’s where we are…

It’s a greenfield opportunity.

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http://www.forbes.com/sites/tiriasresearch/2016/07/25/new-opportunities-ar-vr-360/

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