the creative destination of the future...be explored and interacted with by the user •user becomes...
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The Creative Destination of the Future A view through Augmented and Virtual Reality
www.mmu.ac.uk/creativear
Twitter: @creativeARVRhub
Dr. Dario tom Dieck
Creative Augmented & Virtual Reality Hub
Department of Operations, Technology, Events and Hospitality ManagementFaculty of Business & LawManchester Metropolitan University
Augmented and Virtual Reality Hub
• Part of MMU Faculty of Business and Law
• New and innovative ways to implement Augmented and Virtual Reality in creative industries
• Website: www.mmu.ac.uk/creativear
• Twitter: @creativeARVRhub
• Facebook.com/creativearhub
Dr. Timothy Jung
Director
Dr. M. Claudia tom Dieck
Research Associate &
Project Manager
Dr. Dario tom Dieck
Lecturer, Project Manager
& Technology Consultant
What’s the difference between Augmented Reality & Virtual Reality???
A UG ME NTE D R E A L ITY VIR T UA L R E A L IT Y
So what is Virtual Reality?
• computer generated environment which can be explored and interacted with by the user
• user becomes part of this virtual world or is immersed within this three dimensional virtual environment
• Users are able to manipulate objects or perform a series of actions
Quality trade-off of VR
• Dynamic content
Vs.
• Realistic Content
Dynamic Content Realistic Content
And what is Augmented Reality?
“the overlay of digital information into the real environment” through a device (smartphone, tablet or wearables) (Merriam-Webster, 2013)
Pokemon GO: AR Gamification
How about Destinations?
What about creativity?
What is he on about?
Five Megatrends Reshaping the World
Industry 4.0?
• BOX PROJECT CODE
The State of the AR/VR-2016
• Entertainment (gaming): 84%
• Education: 74%
• Media: 63%
• Medical & Healthcare: 60%
• High-tech: 56%
• Travel: 54%
ZDNET (2016)
Research by Yeti, Sep 2016Product Developers’ View
AR/VR Investments
Marriott
• Introduced a pilot with Oculus Rift (Virtual Reality)
• 360-degree live action video mixed with real computer-generated imagery
• Inspired to actually go and take a trip to their hotels worldwide
Virgin Atlantic Augmented Reality
• Virgin Atlantic, 1st to introduce Google Glass Pilot Test Concierge Service
• Personalisation
• Remain ahead of competition
• Aim to introduce more innovations and radical fresh thinking to meet sky-high consumer expectations.
Emerging Trends in VR in Next 12-18 Months(Customers’ Perspective, Oct 2016)
VRcherries.com (2016)
The Customer Purchase Journey
Awareness Interest Consideration Purchase Advocacy
• Majority of custom is lost as consumers go through the
traditional purchase journey
• Immediate access to relevant information to aid purchase
decision
• Capture sale at moment of convenience / desire
Smart Customer Destination Experience
Pre-Experience Visit Post-Experience
Virtual Reality
- Virtual Tour of Museum
or Gallery
Augmented Reality
- Mobile
- Wearables
3D Printing
- Value Co-
Creation
Multisensory
ExperienceSocial Media/
Website
- Acquisition
- Retention
Alibaba’s VR Pay-Buy+
Tesco’s VR Shopping
eBay’s VR Dept Store
IKEA’s VR Retail
Previous Projects
Dublin AR Manchester Art
Gallery
Smart Glass
Geevor Tin Mine
AR & VR
Manchester Jewish
Museum AR
Barclays
AR Payment
Solution
Ways of AR VR is changing Customer Experience
• O2O Service (Online to Offline)
• Wherever, whenever
• Engaging customers in novel ways
• Engaging on-site customer experience
• Supporting the purchase of physical products
Benefits of AR/VR for Destinations
• Improving customer experience
• Brand engagement
• Emotional engagement
• Personalisation, engagement of AR/VR ->High retail ROI
• Better returns on marketing efforts
• 2D experience vs 3D experience
Dublin AR
• 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
• 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 AR & VR
• Partner: Samsung GearVR
• Sustainable tourism development
• Attracting new target markets
• Enhancing visitor experience
• Income generation for museum
• Accessibility of underground mine through 3D simulation
• Commercialisation of VR Experience
How can income be generated through Augmented Reality?
Pilot Project working with Barclays
• Integrating AR into mobile payment solutions
Manchester Jewish Museum (MJM) AR Project
Manchester Jewish Museum AR Project
• 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
Recent/Current Projects
Box Project
Mixed Reality Multi-
Sensory
Manchester Beacons
AR VR ProjectBird Hive 360 VR &
Drone Project
The Box Project:Multi-sensory Experience in Mixed Reality
• Projects on multi-sensory AR VR experience: The Box Project
• Incorporation of multi-sensory elements into mixed reality (AR & VR) experiences
Lake District National Park BirdHive VR & Drone Project
Manchester Beacons Project-Urban Heritage Tourism
• 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
• 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
• Aim: bring Manchester's science history to life
Impact of Project
• One of the first smart tourism projects incorporating AR/VR and sensor technology in the UK
• Infrastructure for Smart Tourism in Manchester, other themes could be built (in addition to science heritage tour)
• E.g. Food, Literature, Art, Shopping
• Could be rolled out in Manchester beyond science- exploring other areas of culture in the city. Or in other landscapes or environments
• The data from the beacons could provide rich insights into how people interact with culture in the city,
Dr. Timothy Jung
Director
t.jung@mmu.ac.uk
Dr. M. Claudia tom Dieck
Project Manager
c.tom-dieck@mmu.ac.uk
Dr. Dario tom Dieck
Project Manager
d.tom-dieck@mmu.ac.uk
Creative Augmented and Virtual Reality HubWebsite: www.mmu.ac.uk/creativear
Twitter: @creativeARVRhub
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