Skip to content
‹ Back to IndustriesRetail

Immersive Virtual Reality

The excitement about mainstream virtual reality technology is beginning to grow as more and more of these interactive devices enter the market, which in turn, is driving down costs. These reductions in price are expected to draw in hordes of first time consumers, shepherding in the beginning of mass market adoption. The Greenlight Insights Virtual…

This story was produced through MarketScale. See how Retail teams put it to work with Sales Enablement.

·
Share
Immersive Virtual Reality

Free workspace

Turn your Retail expertise into content.

Record interviews, organize footage, and write with AI on a free trial of the MarketScale platform for qualifying companies. No demo required, no credit card.

Try it Free

The excitement about mainstream virtual reality technology is beginning to grow as more and more of these interactive devices enter the market, which in turn, is driving down costs. These reductions in price are expected to draw in hordes of first time consumers, shepherding in the beginning of mass market adoption. The Greenlight Insights Virtual Reality Report from 2016 projects that VR Content Revenues and market share will shift from a 94.6% focus on enterprise solutions in 2017, to 41% enterprise and 59% consumer by 2026.[1]

The potential for VR technology is massive. Games, movies, and even heart surgeries could rely on state of the art virtual reality technology before long. There will be several hurdles to overcome before this is a possibility, though; primarily, the extremely high bandwidth required to support VR applications.

Even low level 360° VR videos require: “…at least 30Mbps connection, with HD quality streams easily surpassing 100 Mbps, and retina quality(4k+) almost reaching Gbps territory.”[2] Current networks are nowhere near the required bandwidths necessary for mass market VR, and the speed of adoption will be determined by how fast the network operators can upgrade their systems.

There are three principle ways that network operators will support the new data heavy requirements of VR technology.

  1. Small Cell Technology Will Grow

Small cell wireless network solutions are an effective way to increase network speeds in high congestion areas. These routers and repeaters can be placed on lamps, walls, and even drones! Comprehensive small cell networks will help supplement large cell towers with distributed local networks.

  1. Local Computation Solutions

Forget server farms. Virtual reality devices require lots of horsepower to run, and pushing those tasks to a server farm would result in unusable latency, making the most critical VR applications like medical uses too dangerous to rely on. This will require network operators to place computing devices as close to devices as possible.

  1. Increased Network Storage

VR is data heavy, and to store and process video feeds in real time will require greater network storage for a seamless experience.

The wave of VR technology that will be unlocked by wireless headsets will create a drastic need for network upgrades across the world. Network operators will have to focus on new localized solutions that are robust enough to handle HD video feeds and high-level computing. This will mark a shift from large cell towers that put out relatively slow LTE signals, to hyper-fast and signal-dense smart cell technologies.

Want to learn more about the future of wireless network technology and VR? Contact Tessco today!

Read more at tessco.com

Your experts belong here

Every story in MarketScale Retail starts with a company putting its merchandising leads, store operations teams, and category managers on the record. Buyers are already reading this topic. The only question is whose experts they find.

Category buyers trust operators, so your merchandising leads shorten the distance between first search and first call.

Book DemoSee how it works15 minutes, straight to a calendar.
B2B Weekly

The week in Retail, and sixteen other industries, every Monday.

Ten stories, one-line takes, five minutes. Free.

Retail: are you visible to AI?

Before they reach out, Retail buyers ask AI engines which vendors to trust. Explore how your experts, customers, and partners can become useful content for buyers and AI search.

Free Trial

You just read one Retail expert. Your company is full of them.

This article was produced through MarketScale. The same platform turns your merchandising leads, store operations teams, and category managers into the articles, video, and social content Retail buyers are searching for. Start a free trial and see it with your own people. For qualifying companies, no credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What your free trial includes

Hands-on access to the MarketScale platform
Media requests to your crowd, remote recording, AI writing tools
No demo required. No credit card.
For qualifying companies. Company confirmation required.

More Retail Insights

Arko CEO says remodeled stores are generating low double-digit sales growth

Arko CEO says remodeled stores are generating low double-digit sales growth

Arko Corp. Chairman, President and CEO Arie Kotler said that, based on initial results, remodeled stores are generating low double-digit sales growth. Eleven remodels were completed through the third quarter, and Arko expects to finish more than 25 by the end of 2026. In Q3 2026, in-store promotional spending rose about 16% while merchandise margin reached 34.8%. Arko is shifting its focus and capital toward its core portfolio of company-operated stores.

  • 01Arko raised in-store promotional spending about 16% in Q3 2026 and still widened merchandise margin 110 basis points to 34.8%, its 12th straight year-over-year gain.
  • 02Early fas craves remodels are generating low double-digit sales growth, but on only 11 stores; the retained portfolio as a whole grew merchandise sales about 0.8% excluding cigarettes, so the lift has yet to reach the totals.
  • 03The number to watch is retained-store merchandise growth as the remodel count passes 25: if it climbs, the food-led format is scaling; if it stays near 1%, the early results came from a small sample.

Nov 8, 2026

Ulta is marketing to AI agents and shoppers

Ulta is marketing to AI agents and shoppers

Ulta segments customers by motivations (not just demographics) and uses non-purchase signals like social activity and store behavior to inform personalization and messaging.

  • 01Ulta treats AI agents as new voices it cannot control, similar to how it manages influencer and store associate recommendations, shaping what agents know rather than what they say.
  • 02Ulta uses motivation-based segmentation and non-purchase signals to drive personalization, built on loyalty data, while it works out what AI agents need.
  • 03Ulta says research shows young consumers who use AI tools and chatbots still crave coming into stores and are more likely to visit, raising the pressure on stores to earn the trip.

Nov 7, 2026

Amazon lets shoppers text Alexa for Shopping to place orders and track prices

Amazon lets shoppers text Alexa for Shopping to place orders and track prices

Amazon is rolling out text-message access to Alexa for Shopping, its AI shopping agent, starting with a small group of U.S. customers by invitation. The agent can search, compare, buy items, track prices, reorder products, and send alerts across text and other Amazon platforms.

  • 01Texting with Alexa for Shopping rolls out to a small group of U.S. customers by invitation, expanding to millions in the coming weeks
  • 02The agent can reorder items, set up weekly grocery orders, watch for price drops, show up to a year of price history, and send new-release alerts
  • 03Requests started over text carry over to the Amazon Shopping app, Amazon.com, and Alexa-enabled devices

Nov 6, 2026

Explore More Retail Insights

Read more expert perspectives from across Retail.

Browse Retail Hub

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Retail and beyond.

Book a Demo

Or call us. No forms required. We pick up. 214-945-2512