Virtual Reality and Augmented Reality: Industries and ... · PDF fileVirtual Reality and...

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Virtual Reality and Augmented Reality: Industries and Applications For: CTM, Marshall School of Business, USC June 30, 2017 By: Indranil Chatterjee, Senior Management Student, Woodbury University

Transcript of Virtual Reality and Augmented Reality: Industries and ... · PDF fileVirtual Reality and...

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Virtual Reality and Augmented Reality: Industries

and Applications

For: CTM, Marshall School of Business, USC

June 30, 2017

By: Indranil Chatterjee, Senior Management Student, Woodbury University

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Agenda

• WhatisVRandAR?• ExamplesofVRHardware• ExamplesofARHardware• IndustriesInvestinginVR/AR• WhatCompaniesAreDoing• HowVRandARIsBeingUsedInTheMiddleEast• HowVRandARIsBeingUsedinJapan• AnInterestingUseofARInTheMilitary• SomeInterestingCaseStudies• SWOTAnalysis• References

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What is VR and AR?

• Virtualreality:Computergeneratedsimulationof3Dimageorenvironmentthatcanbeinteractedwithinaseeminglyrealorphysicalwaybyapersonusingspecialequipment,suchasheadsetsandcontrollers.

• Augmentedreality:Integrationofdigitalinformationwiththeuser’senvironmentinrealtime.ARsuperimposescomputer-generatedimageonauser’sviewoftherealworldthroughaheadsetorsmart-device.

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Examples of VR Hardware

PSVR:Sony’sVirtualRealityheadsetforthePlayStation4

HTCVive:DevelopedbyHTCandValve

Corporation

SamsungGearVR:PairswithSamsungGalaxysmartphones

Source:TheBestVR(VirtualReality)Headsetsof2017,Greenwald2017

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Examples of AR Hardware

MicrosoftHoloLens:MostwidelyusedcommercialAR

headset

Epsonbt300:Amongtheleastexpensiveoptionscurrentonthemarket

Smartphones:SimpleARappsareavailableon

smartphonedevicesontheappsstore

Source:FabFive- TheTop5PiecesofAugmentedRealityHardware,Hemmer2016

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Industries Investing In VR/AR

Retail Advertising&Marketing Medicine Travel Education

Architecture&Construction

LawEnforcement&

MilitaryAutomotive Training VideoGames&

Entertainment

Source:10IndustriesRushingToEmbraceVirtualReality,Morris2016;10IndustriesEmbracingAugmentedReality,Cox2016

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What Companies Are Doing

COMPANIES

• MajorcompaniesincludeSony,Microsoft,Samsung,Intel,Qualcomm,IBM,Facebook,andHTCtonameafew

• FacebookpurchasedofOculusVRfor$2billionin2014

• Facebookhasacquired11VR/ARcompanies,mostlythroughitssubsidiaryOculus

• Intermsofthenumberofinvestmentsmade,RothenbergVentureshasmade32investmentsintheindustry,whileHTChasmade28investmentsinVR/ARstartups

INNOVATION

• FacebookisbuildingARglassesandhasaseparateVRteamworkingonwaystobringVRintoFacebook

• IBM’sWatsonisbeingappliedtoVR.RectangularStudiosiscreatingaVRexperiencethatallowsuserstospeakinnaturallanguagetoavatarsinthevirtualworldandhavethemreplyinkind

• ThenumberofAR/VRjobspostedonLinkedInhastripledinthelasttwoyears;mostofthesepositionsarefromFacebook

FORECAST

• AccordingtotheInternationalDataCorporation(IDC),worldwiderevenuesforVRandARtechnologiesin2017wasprojectedtobe$14billion,anincreaseof130.5%from2016’s6.1billion

• IDCalsopredictsARandVRspendingtoincreaseoverthenextfewyears,amountingtoover$140billionin2020

Source:Mason(2016);Molla (2017);Vanian (2015);WorldwideSpendingonAugmentedandVirtualRealityForecasttoReach$13.9Billionin2017,AccordingtoIDC(2017)

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How VR and AR Is Being Used In The Middle East

• TradeandTourism• AdvertisingandMediaagenciesusingAR/VRforcreativewaystopresenttotheirclients

• VRandARbeingvigorouslyadoptedinarchitectureandengineering• Immersiveappsandcontentbeingusedtoshowcaseprojectdetails

• VRandARbeingusedin3Dvisualdesignandanimations,videogames,graphicdesign,andpost-productionservices

• Eventtechnologyandturnkeysolutions

• CertainschoolsusingVRandARtoprovidehistorylessons

Source:TopVirtualRealitycompaniesinDubai(2016)

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How VR and AR Is Being Used In Japan

• UseofAR/VRinhealthcare;treatmentofpatientswithcognitivebehaviordisorders,phantomlimbsyndrome,etc.

• Extensiveuseinvideogamesandentertainment;bycompaniessuchasNintendoandSony;invideogamearcadesandshoppingmalls

• JapanesemotorcompaniesareusingVR/ARtounderstandhowcustomersexperiencetheircar.Toyota usedvirtualrealityaspartofitsTeenDrive365campaigntoeducateteenagersandparentsaboutdistracteddriving

• BrandedVRexperiencesarehelpingCompaniesunderstandviewersopinionontheirlogosandthelikefortheircompanies.DigitalmarketingagenciesarealsoexploringhowtheymightcoupleVRandbrands

• CompaniesareusingVR/ARfortrainingpurposes;trainingmechanics,futuresurgeons,etc.

• VR/ARisbeingusedintourism.CustomersgetafirsthandexperienceofhowtheirtripwilllookandfeellikeinVRbeforetakingtheactualtrip

Source:Drake(2017);Carson(2015);VirtualRealitytechnology:VirtualRealitybusinessinJapan(2016)

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An Interesting Use of AR in The Military

AppliedResearchAssociatesdevelopedtheARC4systemasagadgetthatcanattachtomostmilitaryequipment,suchashelmets,andcanevenbeintegratedintoweaponscontrolsystems.Itspurposeistoallowcommanderstosendmapsandotherinformationdirectlytothesoldier’sfieldofvision.Thesystemprovidesaccurate,realtimedataonanywearablesee-throughdisplay,includingnight-visionequipment.

Source:Googleglassforwar:TheUSmilitaryfundedsmarthelmetthatcanbeaminformationtosoldiersonthebattlefield,Prigg(2014)

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Some Interesting Case Studies • Virtualdrivingtrialstoassistroadsigndesign:acasestudyofOhashijunction

• AVRdrivingsimulationsystemusedtodesignatunneledhighwayjunctioninTokyoJapan.Thesimulationallowsforroadandtransportplanstobeexperiencedfromadriver’sperspectiveinareal-time3Denvironment.Userfeedbackwillbeusedtoassistdesignofroadsigns.ThisstudyistestingtheeffectivenessoftheVRtoolforsafetyassessmentanddesigningroadsignsandmarkingsfortheOhashijunctionproject.

• EffectofVirtualRealityGradedExposureonAnxietyLevelsofPerformingMusicians:ACaseStudy• Thisstudyexaminedtheeffectsofcomputergeneratedvirtualrealitygradedexposureonthephysiologicalandpsychologicalresponsesofperformingmusicians.Thestudywasconductedonthreeupperdivisionundergraduatesaxophonistswhileimmersedinfourvirtualenvironments,eachdesignedtograduallyincreasetheanxietyleveloftheperformer.Thestudyfoundthatvirtualrealitygradedexposuredidelicitphysiologicalandpsychologicalindicationsofincreasedanxietyinmusicalperformanceenvironmentsdesignedforthatpurpose.

• Usingelectronicmapsandaugmentedreality-basedtrainingmaterialsasescapeguidelinesfornuclearaccidents:AnexplorativecasestudyinTaiwan• Thisstudyexaminestheeffectivenessofe-mapsandARbasedescapeguidelinesonmobilephonesingettingtosafezonesandsheltersduringnucleardisastertraining.Thissystemwasproposedsincetheolderpaper-basedtrainingmaterialwasineffective.Resultsshowedthate-mapsandARbasedtrainingwasmoreeffectivethanpaper-basedtraining.

Source:Lorentzen,et.al.(2011);Orman(2004);Ming-Kuan,et.al.(2013)

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SWOT Analysis

S W O T

• Newtechnologywithawiderangeofapplications

• Reducingtheneedforphysicalobjectsorinteraction

• Prolongedusecanproducesickness

• Hardwareisexpensive

• Notalotofcontentavailableyet

• Varietyofusesandpotentialmarkets

• Growingmarketwithnewareasofjobgrowth

• BiggestopportunitiesintheAsianandMiddleEasternmarkets

• Lackofcontent• Mediareportsof

addictiontoVRcandriveawaypotentialusers

• Highcompetitioninanichemarket

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References Cox,L.(2016,November14).10IndustriesEmbracingAugmentedReality.Retrievedfrom

https://disruptionhub.com/industries-embracing-augmented-reality/Greenwald,W.(2017,June22).TheBestVR(VirtualReality)Headsetsof2017.Retrievedfrom

http://www.pcmag.com/article/342537/the-best-virtual-reality-vr-headsetsHemmer,M.(2016,February8).FabFive- TheTop5PiecesofAugmentedRealityHardware.Retrievedfrom

http://blog.onefire.com/fab-five-the-top-5-pieces-of-augmented-reality-hardwareMorris,C.(2016,December1).10IndustriesRushingToEmbraceVirtualReality.Retrievedfrom

http://www.cnbc.com/2016/12/01/10-industries-rushing-to-embrace-virtual-reality-.html?slide=1Mason,W.(2016,February22).IBMisBringingWatsontoVR.Retrievedfromhttps://uploadvr.com/ibm-is-

bringing-watson-to-vr/Molla,R.(2017,April28).ThesearethecompaniesinvestingmostaggressivelyinARandVR:Facebook,HTC

andIntel,amongothers.Retrievedfromhttps://www.recode.net/2017/4/28/15376268/facebook-augmented-virtual-reality-linkedin-jobs-charts

TopVirtualRealitycompaniesinDubai.(2016,September30).Retrievedfromhttp://www.affinityvr.com/virtualreality-companies-dubai/

Vanian,J.(2015,November30).InvestorsBetThatVirtualRealityisNoIllusion.Retrievedfromhttp://fortune.com/2015/11/30/investment-hot-virtual-reality/

WorldwideSpendingonAugmentedandVirtualRealityForecasttoReach$13.9Billionin2017,AccordingtoIDC.(2017,February27).Retrievedfromhttp://www.idc.com/getdoc.jsp?containerId=prUS42331217

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Carson,E.(2015,March10).9industriesusingvirtualreality:Whilevirtualrealityiscommonlyassociatedwithgaming,itisbeingusedinmanymorecapacities.Hereare9examples.Retrievedfromhttp://www.techrepublic.com/article/9-industries-using-virtual-reality/

Drake,S.(2017,February1).FundingTheFutureOfVRInJapan.Retrievedfromhttp://www.thevirtualreport.biz/asia/feature/64105/funding-the-future-of-vr-in-japan/

Lorentzen,T.,Ito,Y.i.,Tazawa,S.s.,&Goto,H.g.(2011).Virtualdrivingtrialstoassistroadsigndesign:acasestudyofOhashi junction.AdvancesInTransportationStudies,(24),77-84.

Ming-Kuan Tsai1,t.,Pei-Hsun Emma,L.,&Nie-Jia,Y.(2013).Usingelectronicmapsandaugmentedreality-basedtrainingmaterialsasescapeguidelinesfornuclearaccidents:AnexplorativecasestudyinTaiwan.BritishJournalOfEducationalTechnology,44(1),E18-E21.

Orman,E.K.(2004).EffectofVirtualRealityGradedExposureonAnxietyLevelsofPerformingMusicians:ACaseStudy.JournalOfMusicTherapy,41(1),70-78.

Prigg,M.(2014,May27).Googleglassforwar:TheUSmilitaryfundedsmarthelmetthatcanbeaminformationtosoldiersonthebattlefield.Retrievedfromhttp://www.dailymail.co.uk/sciencetech/article-2640869/Google-glass-war-US-military-reveals-augmented-reality-soldiers.html

VirtualRealitytechnology:VirtualRealitybusinessinJapan.(2016,December19).Retrievedfromhttp://www.i-interface.com/en/services/consulting/technologies/trend04.html

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Thank You