Alternative Realities - Using VR & AR To Engage Customers In Automotive
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Sam Ellis, LIDA (M&C Saatchi)
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Alternative Realities - Using VR & AR To Engage Customers In Automotive
- 1. Alternative realities Using VR & AR to engage customers Sam Ellis
- 4. The Virtuality Continuum Augmented reality (AR) A live/real time direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality Virtual reality (VR) A computer-simulated environment that can simulate physical presence in places in the real world or imagined worlds. Virtual reality can recreate sensory experiences, which include virtual taste, sight, smell, sound, touch, etc. It is sometimes referred to as immersive multimedia Immersive Augmented Reality
- 13. May 2016 - $799.00
- 14. Q2 2016 - $Unknown
- 15. March 2016- $299
- 18. Challenges
- 19. Assets
- 20. Quality v lag
- 22. Developer skill
- 23. Hardware p.1a
- 24. Hardware p.1b
- 25. Hardware p.2
- 27. Software ?
- 28. App store
- 30. User acceptance
- 31. Marker(s)
- 32. Environment
- 33. Battery
- 34. End user
- 37. Immersivetest drivesGames synced to realworld
- 41. March 30th, 2016- $3,000
Notes de l'éditeur
- • History of marketing channels o From Print to Radio/Television to Digital online (desktop, mobile) o AR/VR might be the next platform • Difference between AR/VR o Define all the terms (what is the difference?) Virtual Reality Augmented reality Immersive augmented reality • Virtual Reality o VR as a content consumption device (like TV/Radio) o Importance of content (with latest examples) NextVR (concerts) Games Movies (The wild) o The Big players in the field Oculus/Facebook Microsoft Google o Transition of VR from gaming to content and experiences • Augmented Reality o The shift to Immersive augmented reality Hololens & magic leap Qualcomm o What it means for business and marketing o Functional examples of immersive augmented reality with latest examples (including Landrover) MINI augmented cars • Future of automotive and AR/VR o Customisation o Virtual test drives
- Transition of VR from gaming to content and experiences
- VR as a content consumption device (like TV/Radio)
- Importance of content (with latest examples) Discovery (TV) Movies (The wild) NextVR (concerts) Games
- Importance of content (with latest examples) Discovery (TV) Movies (The wild) NextVR (concerts) Games
- Ivan Sutherland - 1968 Sword of Damocles
- a prototype system they called KARMA (Knowledge-based Augmented Reality for Maintenance Assistance). The team from Columbia Uinversity built an HMD with Logitech-made trackers attached to it and the object they were dealing with - a printer http://graphics.cs.columbia.edu/projects/karma/karma.html
- 2d
- Assets – how available are they, to what quality, and do you have to create them?
- Quality v lag – “Don’t push me coz I’m close to the edge”. Make the experience usable – not just the best it can be
- Mobile v Desktop – weight, CPU & GPU Power, movement
- Developer skill – do you actually have the right people to do this? Much more gaming focused engineers used to working with Unity/Unreal
- Hardware – phone, processor & camera
- Hardware – phone, processor & camera
- Hardware – headsets
- Assets – how available are they, to what quality, and do you have to create them?
- Software – still have to build an App, all considerations, platforms, version support etc
- iOS App Store – getting it in
- iOS updates – breaking your App due to incompatibility with 3rd party platforms
- User acceptance – it’s not all roses, often makes people sick. And old people don’t like it, and can mess up hair.
- (Space & Lighting)
- Battery – lifespan & heat
- End user – skill level of staff and customers
- The Void physical environment matches graphics for greater emersion