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Dave Meeker (@dmeeker)Vice President, Isobar USGlobal Head

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The Difference Between

Virtual Reality Augmented Reality

and

§ What constitutes Virtual Reality?

§ What constitutes Augmented Reality?

§ What about “Assisted Reality” or “Mixed Reality”?

§ What are the primary differences between VR & AR?

§ Where is all of this likely headed?

What we are going to cover

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VR4

5Virtual Reality

6Virtual Reality

When We Say “VR”• “I’m Going in”

• Immersive experience that provides the opportunity to be digital transported to a different, place, time or environment.

• Is generally comprised of 360 video, 3D 360 video, or rendered content (think video game).

• Can include physical objects / controllers that influence the digital experience

AR7

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CONTEXTUAL DATA OVE RLAID ON CAME RA

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RE AL-T IME PRODUCT INFORMATION

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MAKING PRINT ADS INTE RACTIVE

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TRIGGE RING VIDE O FROM PRINT CONTENT

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US ING AR TO MAKE MONUMENTS S MILE

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MAKING KILLE R DIGITAL OUT OF HOME ADS

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E NTERPRISE US E S OF AR

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E NTERPRISE US E S OF AR

We have a form factor malfunction.

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DAQRI S MART HE LMET

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ME TA 1

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ME TA 2

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MICROSOFT HOLOLENS

Augmented Reality21

Augmented Reality22

When We Say “AR”• “It’s Coming Out”

• Immersive experience that provide the opportunity for digital content, images, 3D models, etc. to render themselves on top / in and around your real, physical space.

• Is generally comprised of rendered content, but video concepts look promising.

• Content in context to one’s environment, task, activity.

Assisted Reality23

Assisted Reality24

Mixed Reality25

Augmented / Mixed Reality26

When We Say “AR”• “It’s Coming Out”

• Immersive experience that provide the opportunity for digital content, images, 3D models, etc. to render themselves on top / in and around your real, physical space.

• Is generally comprised of rendered content, but video concepts look promising.

• Content in context to one’s environment, task, activity.

Virtual reality - is everything that is not real. Any game on your computer from Mario to Modern Warfare is virtual reality. It allows you to experience a world that does not have a physical form.

V I R T U A L R E A L I T Y

A U G M E N T E D V I R T U A L I T Y

A U G M E N T E D R E A L I T Y

M I X E D R E A L I T Y

Augmenting real life notions into the virtual world. A simple example would be using gyroscope to play games on your Android phone.

Augmenting virtual objects in real world. Microsoft Kinectkind of behaves like a device to augment reality though it can also be used to augment virtuality.

A mix of virtuality and reality to be more specific it is a mix of Augmented Reality and Virtual Reality. Microsoft HoloLens is perfect example of mixed reality, wherein a user can navigate through real world with a use of virtual objects and real life notions such as 'depth' is used on the virtual objects for better experience.

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Reality–virtuality continuum

Real Environment

Augmented Reality

Augmented Virtuality (AV)

Virtual Environment

Mixed Reality (MR)

Theareabetweenthetwoextremes,whereboththerealandthevirtualaremixed,istheso-calledmixedreality.Thisinturnissaidtoconsistofbothaugmentedreality,wherethevirtual

augmentsthereal,andaugmentedvirtuality,wheretherealaugmentsthevirtual.

Milgram,P.,Takemura,H.,Utsumi,A.,&Kishino,F.(1995).Augmentedreality:Aclassofdisplaysonthereality-virtualitycontinuum. Telemanipulator andTelepresence Technologies. doi:10.1117/12.197321

Assisted Reality28

MIXE D RE ALITY: HOLOLENS CONCEPT

Assisted Reality29

MIXE D RE ALITY: HOLOLENS CONCEPT

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MIXE D RE ALITY: HOLOLENS CONCEPT

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MIXE D RE ALITY: HOLOLENS CONCEPT

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MIXE D RE ALITY: HOLOLENS CONCEPT

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MIXE D RE ALITY: HOLOLENS CONCEPT

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MIXE D RE ALITY: HOLOLENS FOOT BALL

CONCEPT

Assisted Reality35

MIXE D RE ALITY: MAGIC LE AP CONCEPT

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MIXE D RE ALITY: MAGIC LE AP CONCEPT

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MIXE D RE ALITY: MAGIC LE AP CONCEPT

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MIXE D RE ALITY: MAGIC LE AP CONCEPT

Side by Side Comparisons

AR & VR

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V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y

O L E D P A N E L S L I G H T F I E L D D I S P L A Y S , E T C .

VR headsets provide a means for a screen to be placed near the eye, taking up the field of view, immersing the user in digital content.

Much more complicated than OLED screens, the Augmented Reality/Mixed Reality devices rely on lightfield displays and advanced optics to present digital content to the user.

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Screen Technology

V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y

E X I S T I N G & E M E R G I N G S O F T W A R E / H A R D W A R E F U R T H E R B E H I N D , A L O T H A R D E R

3D Surround and Surround Video cameras and production techniques continue to evolved and are available. Software is robust and getting better (Unity, Unreal, etc)

3D Modeling, Real-time 3D scanning/capture & compositing, & spatially aware software development are necessary. AR/MR is a bit more complicated than VR at this point and time, but also leverage similar development tools – Unity & Unreal, etc). (And there are clearly less hardware choices). 41

Design & Development

V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y

E V E R Y O N E I S E X E C U T I N G E V E R Y O N E I S E X C I T E DVR is here. Oculus broke ground, the HTC Vive is upon us, game and media companies are scrambling. It is all very real, very promising and consumer adoption of headsets are what everyone should be watching.

AR’s evolution to MR is fascinating. What Microsoft’s HoloLens, Meta and and Magic Leap promise us is a new type of digital content experience that is truly transformation… when it is able to create content at scale. A lot of work has to happen before that becomes reality. 42

Market Readiness

4 Final Takeaways

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1There is an issue with the form factor of head mounted displays

(AR/VR Glasses & Goggles)

But experiences “this great” could be transformational and make consumers willing

to adopt head mounted displays.44

2One complaint people have with VR headsets is that the user can feel

“stuck inside” them.

Expect VR headsets that let you see out and AR headsets that can isolate your vision.

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3We should all be less concerned with what we call things.

We should be more focused on creating incredible experiences that blend our physical

reality with digital content.

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4AR & VR will Merge… Some Day.

And when the excitement of “new” fades, we will probably just end up calling it “content”.

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Q & A48