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