In 2016, Nintendo launched the wildly popular Pokemon GO, introducing everyday consumers to the joys of augmented reality (AR). The Oculus virtual reality (VR) headset is just one of many popular wearables that allow gamers to immerse themselves in a virtual world. The extended reality revolution is happeninQg before our eyes. In this inaugural episode of Fusion with Electrosonic, CMO Maurizio Capuzzo, and Yiannis Cabolis, director of technical innovation, shared their thoughts on the extended reality (XR) technologies that are captivating the world.
“The AR/VR/XR revolution is happening,” Capuzzo proclaimed, and revealed that as immersive technology continually increases, it’ll blur the line between the digital and physical world.
Cabolis added that visual technology has been around for quite some time, used largely by the gaming industry and in some educational applications. But these days, the majority of consumers experience XR technologies on their mobile devices or when visiting theme parks.
The use cases for XR are expanding to R&D departments where developers and engineers can view prototype hardware designs in a virtual environment. From a B2B perspective, Capuzzo sees more VR expansion happening with opportunities for manufacturers and surgeons to undergo immersive training within a digital world. What will drive adoption is cheaper hardware and better storytelling in the virtual space.
“The shift for the industry will move from the cost of the hardware to the content, to the experience,” Capuzzo contended.
Cabolis believes that augmented reality has a lot going for it and is ready for mass adoption. Maturation in display technology and projections, and leveraging tech originally designed for military training are all making AR advancements possible. In his view, AR allows for the greatest creativity and has the most possible applications.
“It’s something you can experience with others, and by yourself,” he said.
Whereas VR is isolating, AR is a shared experience that many can enjoy together. Just look at Pokemon GO for proof.
At the end of the day, though, these technologies aren’t competing with each other. Cabolis and Capuzzo see the XR revolution as a team effort between AR, VR and MR. Each has its place and each, if done right, can transform the customer experience for the better.
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