ISG Insights: Business Value of Virtual Reality and Augmented Reality

Executive Insights: Research created by ISG InsightsTM and Reprinted courtesy of Kris Kolo, Global Executive Director of the VR/AR Association, On Business Value of Virtual Reality and Augmented Reality

Summary and Key Insight

As part of our ongoing Executive Insights research program, ISG’s Ron Exler and Alex Bakker recently caught up with Kris Kolo, Global Executive Director of the VR/AR Association. In this two-part interview, Kolo provides business use cases, insights, and guidance on the value of Virtual Reality (VR) and Augmented Reality (AR) investments. He also shares and how applications of the technologies translate to improved business outcomes. The interview wraps up with his view on the challenges and misconceptions the industry faces for reaching broader adoption of VR and AR applications. Learning first-hand from industry leaders who are regularly in the field with customers and vendors provides valuable insight into current and future trends. This interview, with an experienced leader in VR/AR projects, illustrates the opportunities and challenges – both business and technical - in the emerging VR/AR sector.

Download the full report here

Dr. Brandon Birckhead talks about Distraction Therapy

Dr. Brandon Birckhead of Immergence Tech joins the podcast to talk about distraction therapy and the benefits of virtual and augmented reality technology in the medical and dental industries.

Also learn more about his new company, Immergence Tech, as well as cold pressor immersion testing as it relates to distraction therapy. We also learn why Dr. Birckhead made the decision to join the VR/AR Association Digital Healthcare Committee.

Listen here

Come See VRARA SF at Chief Learning Officer Week

For discounted passes, contact us

VRARA San Francisco has partnered with CLO Week which will focus on emerging technologies such as VR/AR. Come see us or let us know if you'll be there. For discounted passes, contact us. 

Chief Learning Officer Week: Silicon Valley will focus on powerful new tools and capabilities to help you transform your learning organization to align with your organization’s core needs and core values, to strike the balance between best practices and next practices that will engage today’s dynamic workforce.

In the age of digital disruption and new learning expectations, discover new ways to keep pace with the speed of organizational change and competitive needs:

  • reinforcing a culture of innovation
  • clearly aligning with business goals
  • exploring emerging models in leadership development
  • mentoring millennials in the workforce
  • integrating new learning channels
  • proving/improving the impact of L&D

Learn more about the VR/AR Association, San Francisco Chapter here


InContext Solutions Puts Midwest on the Map for VR, Launches Chicago Chapter

CHICAGO - March 7, 2017 - InContext Solutions, the global leader in virtual reality (VR) solutions for retailers and manufacturers, today announced that it has joined the VR/AR Association and will launch the new Chicago/Milwaukee chapter.

The VR/AR Association is an international organization that fosters collaboration between innovative companies and people in the VR and AR ecosystems. Its primary goals are to accelerate growth, promote research and education, develop industry standards and connect organizations while promoting the services of its members, which include Walgreens and Lowe’s.

“InContext Solutions is proud to be the leader in VR solutions for retailers and CPG manufacturers,” said Tracey Wiedmeyer, co-founder and CTO of InContext Solutions. “As a company, we have played a major role in transforming the retail industry. With our flagship platform, ShopperMX™, retailers can take new ideas from concept to store while significantly reducing the cost and time associated with the traditional innovation process. We are thrilled to collaborate with other VR/AR leaders who are revolutionizing the world with VR technology.”

In addition to joining the VR/AR Association, InContext is also launching the new Chicago/Milwaukee chapter. Wiedmeyer will serve as chapter president, and represent InContext in leading the Midwest VR ecosystem to drive mass adoption and to forge new VR innovations. This will include facilitating communication between members, organizing quarterly chapter events, and representing the Chicago/Milwaukee chapter at VR/AR Association national gatherings.

“The launch of the Chicago/Milwaukee VR/AR Association chapter creates a much-needed opportunity to fuel excitement and further promote the Midwest as a hotbed for tech innovation,” said Kris Kolo, Global Executive Director of the VR/AR Association. “We are thrilled to have InContext lead that charge--their commitment to VR software development is impressive, and we look forward to working together to continue advancing the VR and AR communities.”

“Hosting the Chicago/Milwaukee VR/AR Association chapter shines a light on the Midwest as a hub for transformative technology,” Wiedmeyer, continued. “As the chapter leader, I look forward to educating companies on the power of VR, building a deeper connection to the technology and further engaging the community.”

For more information about the VR/AR Chicago/Milwaukee chapter, please visit http://www.thevrara.com/chicago.

Media Contact: Kaitlin Myers, kaitlin@propllr.com, (913) 220-5292

About InContext Solutions

InContext Solutions is the global leader in enterprise virtual reality (VR) shopping and retail solutions, allowing manufacturers and retailers to simulate real in-store shopping situations to ideate, evaluate and activate all types of merchandising, display, layout and other in-store shopping experiences within a VR store environment. Use of InContext’s ShopperMX™ platform delivers substantial cost savings and reduces capital expenditures by allowing clients to test and evaluate ideas in the VR store environment—as opposed to doing so in physical stores—while reducing competitive visibility.

Visit www.incontextsolutions.com.

About VR/AR Association

The VR/AR Association (The VRARA) is an international organization designed to foster  collaboration between innovative companies and people in the virtual reality and augmented reality ecosystem that accelerates growth, fosters research and education, helps develop industry standards, connects member organizations and promotes the services of member companies.

Start Summit Sponsor Program

START Summit is Europe‘s leading student-run entrepreneurship and technology conference, focusing on emerging technologies including Blockchain, AI, AR/VR and the IoT and their application fields. What differentiates the START Summit from other conferences is the unique diversity of its participants. It symbolizes the big gathering of the start-up ecosystem in Europe to enable a deep knowledge transfer, networking and fostering innovation. They provide the platform with more than 15 event formats, satellite activities and networking possibilities such as pitching competitions, workshops, 1-to-1 meetings and more. START Summit 2017 focuses on the event-quality in terms of content, business-relevance and event organization to bring high qualified start-ups, investors and students together.

Platinum $3,500

  • Demo your product
  • Prominent signage
  • Feature sponsor/demos at event of company in VRARA newsletter
  • Professional 1 min HD video of users experiencing your demo, 1-2 video testimonials, your logo and set to music.

Gold $1,750

  • Platinum but no video

Silver $1,000

  • Platinum but no video and no newsletter

VRARA will have HTC Vive set up for VR demo and Lenovo Phab 2 Pro for Tango AR demos.


If interested email info@thevrara.com

Recap of VRARA LA Event - Mardi Gras Mixer

By Natalie Cole

The Fun, Flair & Magic of VR & AR emerged during the VR/AR Mardi Gras Mixer

Watch the entire event

While the rest of the world came together to celebrate Fat Tuesday aka the last day of Mardi Gras, a unique twist of the celebration took place in Los Angeles - The VR/AR Mardi Gras Mixer. This celebration allowed our guests to be immersed and to celebrate and discuss the “Fun, Flair and Magic of VR and AR in entertaining the masses.”

Attendees were greeted with refreshing glasses of Sangria courtesy of Wikitude who sponsored drinks for the event. They also got a slice of New Orleans from the delicious traditional King Cakes that were flown in directly from New Orleans thanks to Paper Triangles.

As the crowd awaited the main event, they were treated to demos from four rising startups, Storytech Immersive, Milk(vr), VR Ecards and G’Audio Lab.

Each startup provides their own unique contribution to the industry that guests enjoyed in their respective corners. VR Ecards, a member of the Los Angeles chapter of the association showcased their cool way to send cards including their awesome Valentine’s Day Cards. Milk(vr) had guests preview their cinematic virtual reality video that they worked on with The New York Times which meant that attendees definitely had some great choices of VR immersive experiences.

After a brief introduction of the VR AR Association and the LA Chapter from our president, Josephine Munis,  the moment we were all waiting for was here. Gracing the stage were the three key players in the creation of the PBS VR Experience “My Brother’s Keeper.”  Brian Seth Hurst (Executive Producer), Connor Hair (Co-Writer/Director) and Alex Meader (Co-Writer/Director). Led by Brian Seth Hurst, the crowd got immersed in the creative process for my “My Brother’s Keeper.” with Brian informing the crowd, “if you are VR and AR producers, don’t be discouraged,” said Brian Seth Hurst, “the reward is great.”

To keep the momentum going, Chapter president, Josephine Munis took the stage once again to introduce the panel of chosen experts in augmented reality and virtual reality. This collective brilliant group included none other than Armando Kirwin (Director of VR at Milk(vr), Jen Duong (Director of Virtual Reality at 1215creative), Andrew Couch (CEO of Candy Lab) and Malia Probst (Brand Development Director at VRScout).

From L-R: Josephine Munis, Andrew Couch, Armando Kirwin, Malia Probst and Jenn Duong

This lively and engaging group of panelists discussed various aspects facing the industry from challenges regarding monetization to their respective contributions to the field, to whether there is any merit to the ongoing question what’s better: VR or AR? Each panelist brought their unique experiences to enlighten the gathered crowd. Malia Probst pointed out “something that we spent a lot of time thinking about, is how do we get this content into people’s hands.” Armando Kirwin shared some insights on how his team created a cinematic VR experience while Andrew Couch shared some great information on how his Augmented Reality company is successful in the fluctuating market. Jenn Duong said it best when she hyped up the crowd by exclaiming “This is an exciting time to be alive! Why are we not celebrating this and being hopeful!?” Thankful for all the information being given, it was clear the crowd had so many more questions they wanted to ask but there was still one more speaker to enthrall the group.

Closing speaker Mike Bonifer, co-founder and Chief Creative Officer of BigStory took to the stage and captivated the crowd with his tale of how he got involved in virtual reality and his latest VR venture with a Hollywood director. He was not only honest about his experiences with the industry but inspiring, pushing people to think outside the box and be more creative when tackling and interacting with augmented reality and virtual reality.

Screen Shot 2017-03-06 at 7.29.40 PM.png

The knowledge communicated to the crowd was indispensable and they erupted into applause after each speaker and panel. While the rest of the world partied in the streets, VR and AR enthusiasts connected and understood more about virtual reality and augmented reality and they left inspired to generate thrilling experiences for the masses to be entertained years and years to come.

We can’t wait to see what’s next in VR and AR from the energy created in that room in Santa Monica!

View pics from the event

Some quotes from our Mardi Gras Event

“I loved hearing about the perspectives on the future of VR/AR and thinking about it’s growth”

“Thank you for putting on such an awesome event!”

“Another great event by @vrarala!”

The event was so great! Thank you for organizing it!

“I attended your VR/AR mixer this past week. Want to connect and let you know it was really great. The panels/discussions were interesting and entertaining. I made some good connections - and the sangria was a nice touch!”

I wish I would have been able to catch the whole thing instead of just the last hour but like I said just that hour was immensely helpful for a multitude of reasons. Met an industry veteran animation and previs/layout supervisor that knows all of my favorite people and am now actively trying to figure out how we can work together and that was all while being there the last hour of the night.”

Thanks again for hosting an awesome event at ROC!


We hope to see you at the next one!

Snap IPO & Snap Crackle Pop

Wow what a week. We had Mobile World Congress in Barcelona. Oculus lowered its’ prices to be more inline with HTC and Snap Inc. went public! Instead of rehashing now old news, I want take this opportunity to talk about how Snap Inc. is making tech fun again. Aside from the speculation that Snap Inc. is pondering making a VR Camera in the likes of Samsung Gear; what is getting me excited and people in the industry is the simple yellow joy of the brand. Despite talking heads saying money was left on the table for the IPO or that Instagram is making headwinds in the core user-base, Snap Inc. has captured something that users have been craving for a while now, fun. With digital becoming a ‘utility,’ it is refreshing to have a nice blend of business and barfing rainbows. Whether it be the advent of silly filters, or the ‘must have’ cool spectacles, happy is always an awesome distraction from the reality of a stress filled life. Obviously I am a fan and can’t wait to see what else the company has on deck for the next year. Congrats Snap.

Read more about why Snap is an AR company to consider seriously: 

Snap's AR Camera Strategy

Snapchat (Snap Inc) is a Camera and Augmented Reality Company

Bay Area: Come See Us Speak at ARVR Munch'nLearn

For discounted tickets, contact us 

Where are VR and AR headed from a business and investing perspective? This is a question I'm often asked, and spend a lot of time researching.  

The fun and games of VR/AR are just that... lots of fun to experience and discuss. But the business case is equally important, and have become a core focus of VRARA SF

We'll get to stretch our analytical legs on that topic with a presentation to a business and investing-focused crowd next Wednesday at ARVR Munch'nLearn in Palo Alto.

And just to make sure we're eating our own dog food when it comes to VR, the entire presentation will be presented live in VR for remote viewers.

That includes head tracked 360 video in stereoscopic, including the main speaker a/v feed (read: me in front of a green screen), and immersive slides that surround the viewscape.

We'll have that video available on-demand for 360 viewing in youtube and other channels if you miss the live event or broadcast. And If you are there, come say hi.  

Find out more here


For discounted tickets, contact us 

The Future of VR: Discreet Hardware, AR Convergence and Cultural Evolution

We all know that VR will play some major role in the future of media, content, commerce and several other verticals. But its specific trajectory isn't as clear.

The Future of Everything blog tackles the question, including insights from ADVR's CEO & Co-founder Arnaud Dazin. His quote is below, joining a who's who list of VR innovators. 

We agree with the outlook: VR and AR's potential will truly be reached when they converge in the form of hardware that's sleek and discreet enough (a la Moore's law) to support all day use.

And of course there will need to be cultural acclimation and legal underpinnings that evolve in step with that technological progression. Read the rest here.  

You are caught on camera about 70 times per day. In 2030, that number will increase exponentially with the prevalence of Reality Capture (volumetric capture). Wearing stylish, lightweight glasses that can do both VR and AR will be as common as wearing jeans, and the ability to film your personal and public highlights for later review in VR will replace selfies as the new favorite pastime. From reviewing your day in third person to improve posture to finding that perfect comeback after being roasted the night before-these are some of the exciting social impacts and future implications of VR. And because any great technological advancement also comes with human behavioral changes, privacy and laws regarding what we capture and share will be a pressing topic of the future.

ADVR is a member of the San Francisco chapter of the VR/AR Association. To learn more or become a member, contact us

VRARA Austria Chapter - Erster österreichischer VR/AR-Fachverband „VARAA“ wird offizieller Partner der globalen Industrievertretung

Der globale Dachverband bietet uns nicht nur Zugang zu einem internationalen Netzwerk. Wir profitieren von inhaltlichen Arbeitsgruppen, einer eigenen Jobbörse für VR/AR-Skills oder dem Zugang zu globaler Marktforschung. Dadurch können wir unsere Mitglieder noch besser unterstützen

Dr. Daniela Kraus, Präsidentin des österreichischen Fachverbandes VARAA

Wien (OTS) - Virtual und Augmented Reality Technologien sind derzeit eines der großen Hype-Themen. Mit entsprechender Hard- und Software sind sie im Mainstream angekommen und haben das Potential, ganze Industrien nachhaltig zu verändern. Trotzdem ist über Marktpotentiale oder Einsatzgebiete wenig bekannt und in Unternehmen kaum Know-How vorhanden. Die Virtual und Augmented Reality Association Austria (VARAA) wurde als erster österreichischer Fachverband im Mai 2016 mit Sitz in Wien gegründet, um dieses Problem zu lösen. 

Die Erfolgsbilanz in den ersten Monaten ist beachtlich. Das Netzwerk vertritt bereits über 40 Mitglieder und Interessenten und vernetzt dabei Start-Ups mit Konzernen. In Kooperation mit dem Gallup-Institut wurde die erste Studie zum VR-Potential in Österreich durchgeführt und mit dem „Media Innovation Day“ die bisher größte Veranstaltung zum Thema organisiert. Durch die jetzt geschlossene Partnerschaft mit der globalen Industrievertretung „VR/AR Association“ (VRARA) wird der österreichische Markt weiter gestärkt. 

„Der globale Dachverband bietet uns nicht nur Zugang zu einem internationalen Netzwerk. Wir profitieren von inhaltlichen Arbeitsgruppen, einer eigenen Jobbörse für VR/AR-Skills oder dem Zugang zu globaler Marktforschung. Dadurch können wir unsere Mitglieder noch besser unterstützen“, so Dr. Daniela Kraus, Präsidentin des österreichischen Fachverbandes VARAA. 

Die VR/AR Association wurde 2015 in den Vereinigten Staaten mit dem Ziel gegründet, die VR/AR-Industrie global zu vernetzen. Mittlerweile umfasst der Verband 25 Regionen auf 4 Kontinenten. Zu den Unterstützern der Organisation gehören unter anderem Google, Samsung, GoPro oder Boeing.  

Über die VARAA 

Die Virtual and Augmented Reality Association Austria ist der unabhängige Fachverband professioneller VR/AR-Anwender und Unternehmen in Österreich. Als Ansprechpartner für Medien und Öffentlichkeit hat die VARAA die Förderung, Steigerung der Bekanntheit und Bewusstseinsbildung im Umgang mit VR/AR zum Ziel. Der Verein vertritt die Interessen der VR/AR-Industrie und dient der Vernetzung professioneller Anwender und Entwickler. Durch ein starkes Partnernetzwerk und Branchenkontakte ist die VARAA Bindeglied zur internationalen VR/AR-Szene und Dachverbänden. Der Verein ist nicht auf Gewinn ausgerichtet und hat seinen Sitz in Wien. Weitere Informationen auf unserer Website www.varaa.at

Come See VRARA SF at XTech 2017

For discounted passes, contact us

What does the combination of digital technology and neuroscience look like? This is the question that  XTech 2017 seeks to answer, including speakers like Jon Favreau and Adam Gazzaley.  VRARA San Francisco has partnered with the conference (contact us for a discount).

XTech products, platforms, and services are impacting $100B+ industries including health, wellness, learning, training, sports and entertainment, creating massive new growth opportunities.

XTech is made possible because of the emergence of new digital technologies, including: digital reality systems - virtual reality (VR), augmented reality (AR) and mix reality (MR), artificial intelligence and deep learning algorithms, advanced robotics, and a wide variety of new sensor technologies. XTech companies are fusing these digital technologies with evolving neuroscience principals to achieve improvements in human performance in fundamentally new ways.

At XTech 2017, we will explore how XTech is creating entirely new markets such as digital therapeutics, validated neurowellness, accelerated learning and experiential entertainment.  We are bringing together the leading entrepreneurs, investors and companies in all these new markets to show their XTech and share their journey on the road to success.

We hope to see you there. 


Learn more about the VR/AR Association, San Francisco Chapter here


Recap of VR AR at Mobile World Congress

From the VRARA Executive Dinner in Barcelona

25 executives from Google, Philips and startups participated in a roundtable dinner discussion with keynote speakers that shared their predictions and insights on what's coming up soon in 2017. We can't wait! 

We showcased the YuMe and Nielsen VR research inside the VR/AR Association booth at MWC:

 
 

From the Expo Floor: 

Optics from Carl Zeiss, which can be used in AR glasses. The genius of Carl Zeiss's solution is that it delivers images and words to the eye not with big, bulky hardware, but with a system of clear lens technology that is housed in conventional-looking eyeglass lenses. Subtle lines are visible in the lenses, comparable to the lines you can see on bifocals.

 
 

Samsung released a "teaser" marketing video of their VR + AR smartglasses prototype:

 

Reality Reboot Hackathon - How did I get there?

By Howard Schargel

Safe Landing

I recently returned from my first visit to Houston Texas, invited by FKP Architects and the VR/AR Association (VRARA). My objective, to judge the forward-thinking, design-inspired, “Reality Reboot Hackathon”.

Rewind

A little over a month ago, I read a headline pushed to my phone. “VR/AR Association surpasses over 1,000 VR/AR organization listings in the Directory”. Huh? I never heard of this collective. Researching deeper, I saw names. Really. Big. Names. Google, Samsung, NYU, Lowes, and a bevy of other big-time players in their respective industries. Moving on to their chapter page, I understood the reason this association wasn't on my radar. No representation in the Greater Seattle region. That had to change, stat.

Having shared values and visions, I reached out and connected with the Global Executive Director, based out of their headquarters in NY. Familiar territory. After a long, enriching conversation and a few days to think it through, I took on the role of President of the Seattle Chapter of the VRARA...and then thy floodgates opened.

Bammm!

After getting set up on the mail system, an introduction is made to the President of the Houston Chapter, Jonathan Banks. Over an hour long conversation, I hear the impassioned voice of a serial entrepreneur, hungry to learn more and spread the gospel of the tech.

A day or two before reaching out to me, Jonathan (by way of VRARA), had partnered with architecture firm FKP, to host the Hackathon event over the weekend of Feb 17-19. FKP Architects were specifically looking for someone with working knowledge in Mixed Reality (MxR/MR); a technology that digitizes your real environment, so digital 3D objects can interact with your physical world. Think of Pokémon GO on steroids.

With a rich background in 3D, I’ve been fortunate enough to work with Microsoft’s R&D team on the initial development of their Mixed Reality device, HoloLens. There, I created some of the first “holograms” and later worked with partners including Lowes, Stanford School of Medicine and Paccar, creating some of the world's first enterprise-based solutions and experiences.

Houston...we have contact

Fast forward to last weekend. Day of event, I meet with the two main coordinators of the event, Aaron and Hampton. With shared backgrounds and interests, it wasn’t hard to get into deep conversations on architecture/design, and even deeper on how the emerging tech of mixed, virtual and augmented realities will play a huge role both today and in the not too distant future.

I set up some demos for them and other architects in the firm to experience, and then started mingling as the Hackathon guests started arriving.

It was a very nice, diversified crowd, with people ranging in age from impassioned high schoolers to seasoned professionals of 25 years or more. The gamut of professionals was represented from architecture to engineering, healthcare, education, construction, and even refinery.

I later gave a presentation titled, “The State of MR, VR, AR”, a basic introduction informing individuals who have limited exposure or understanding of the technologies individually and as a whole. I followed with a few Hololens demos to the crowd, projecting live video directly from the device's viewpoint onto the two larger screens. The next day I returned to give 1-on-1 VR and MR demos of my current work to the principals of the firm and a few lucky individuals, always happy to answer any questions I could.

Now to our regularly scheduled program

4 teams. 4 -7 people per team. 15 minute presentations. Really great presentations.

The Hackathon revolved around rebooting and re-imagining healthcare, design or whatever you thought appropriate for the greater good. Judging was tough, because every team gave very unique solutions to very different problems.

Out of respect for the teams, I won’t go into specifics about the projects, but rather a 10,000 foot level. Team One presented a unique solution, using cognitive brain waves for rehabilitation purposes, Team Two leveraged Autodesk Forge (a sponsor of the event) and Revit to create some unique architectural and construction based tool-sets, the third team created a location-based wearable device with a very interesting twist, and Team Four, a brilliant solution that solves a very real and immediate problem in the healthcare and hospital environment.

The panel judging was composed of a CEO of an esteemed architectural firm, a distinguished Venture Capitalist, and Professor from Rice University, and myself.

The winner is…

In the end it was the team that had the simplest solution and proved that out to be scalable across multiple industries; with a great road-map for strategic staging and deployment.

While the winning team came away with a generous cash prize and interest from the VC, I felt I benefited the most, having built incredible relationships in such a few short weeks.

The global networking I have been able to achieve through VRARA blows my mind. It’s not just the number of people, but rather the diversity, quality and passion of each individual wanting to know and be exposed to more.

The VR AR MR Industry Ecosystem (updated)

As of July 2018, theDirectory, has over 4000 companies & organizations registered. The breakdown is as follows:  

  • 42%    Apps & Content (education, gaming, consumer, enterprise applications)  
  • 23%    Hardware (headsets, HMD, cameras, controllers)
  • 22%    Community (university, research, lab, center/incubator/accelerator, online portal, news, event/conference, fund/VC)
  • 10%   Tools  (tools for 3D, SDKs, Analytics, Advertising)
  • 3%     Discovery & Distribution (App Stores, Web portals, etc)
Screen Shot 2017-02-24 at 10.22.41 AM.png

If you would like a more detailed breakdown of the data, please email info@thevrara.com

VRARA’s mission is to connect leading solution providers with brands & customers, and the feedback from the industry has been positive:

“The fact that we have a single resource now to look at for companies is awesome.”

“Straightforward layout, simple to navigate. Searchable by location.”

“Easy to navigate.”

The Fourth Transformation Will Be About Diversified VR/AR Strategies

First there were mainframe computers, then PCs. Then ten years ago, the iPhone marked the beginning of the smartphone era. Now, the Fourth Transformation is upon us. 

Defined by VR, AR and AI, this transformation is the topic of the latest book from Robert Scoble and Shel Israel; and of their fireside chat at VRARA SF Winter event

To kick things off, we heard from Lenovo which has lots of irons in the fire. This includes VR-ready PCs, a windows holographic headset, an enterprise AR headset and of course Tango.

Altogether it's a diversified VR/AR strategy. That's impressive for a global hardware player, given that VR/AR could cannibalize hardware standards. It's a classic innovator's dilemma. 

Lenovo's Joe Mikhail asserted that despite these potential threats to current hardware standards, it's hard to deny that VR and AR are the future... and Lenovo needs to be there. 

Not only is it blitzing VR/AR, but each product maps to different opportunities. Its AR headset addresses enterprise AR, while the Windows Holographic HMD has consumer use cases. 

In each case, it's about accelerating the adoption curve by getting more devices in more people's hands. The goal there is to seed the marketplace by bringing hardware costs down. 

Lenovo is meanwhile Google's biggest partner for Tango. The depth sensing and room mapping tech fuels Lenovo's flagship Phab2Pro, and will push AR further into users' hands. 

"Hands" is the operative word there, as both Mikhail and Lenovo's Carter Agar believe that mobile is the nearer term AR opportunity that will scale before headsets do (we agree). 

The use cases for Tango include home design and renovation... where getting an accurate read on furniture and room orientations will resonate with consumers and avoid costly mistakes.  

Lenovo is also working with brands to expand the use case. Agar in fact announced a new Amazon partnership allowing users to visualize the perfect flat screen fit before purchasing. 

The entire interview is below, with lots more insights from Mikhail and Agar about how to piece together a diversified VR/AR Strategy. Enjoy, and stay tuned for more San Francisco events.


Learn more about the VR/AR Association, San Francisco Chapter here


Join the 2017 VR & AR Summit Online

RSVP here

 If interested in presenting, contact us. 

We invite you to join this online live webcast 3 day event by either presenting or attending. 

Augmented & Virtual Reality: Possibilities & Potential

25th of April: Engaging Content Creation & Production

Learn how to leverage today's digital platforms to create cutting-edge interactive and immersive experiences, which push the boundaries of content creation, curation and production across all industries.

26th of April: Augmented & Virtual Reality in Business

With augmented and virtual technologies reaching maturity in the next decade, you may soon be using them on a daily basis. Our Summit will cover the future of interaction, augmentation and technology in business - from digitally transformed tables, to virtual task management, eye-ware and beyond!

27th of April: Augmented & Virtual Reality: The User Experience

As the new dawn of virtual, augmented & mixed reality breaks, key questions regarding the user need asking; how do we ensure optimum engagement? Do we need to differentiate between our reality and these new tech realities? What affect will the innovations have on society? These and many more answered at this Summit.

VR for Producers featured Verizon envrmnt, Littlstar, and Associated Press at NYU Data Futures Lab

By Chris Pfaff 

The first VR/AR Association New York Chapter event of 2017, ‘Virtual Reality for Producers: How to Create and Deliver for the New Content Frontier,’ took place last Wednesday night, February 15th, at the NYU Data Futures Lab, and it delivered not only a full standing-room-only crowd of 95 people, but some of New York’s finest producers working the VR scene.

It has been almost a year since Chris Pfaff Tech Media helped launch the New York chapter of the VR/AR Association (www.thevrara.com), and the organization now boasts chapters in 12 countries.

Kris Kolo, New York chapter head of the VR/AR Association, introduces the goals and benefits of the organization

As more New York producers learn the craft of producing in VR, the industry will grow concomitantly. Wednesday’s session was an ideal session for learnings from the likes of Paul Cheung, direct of interactive at Associated Press (AP); Alissa Crevier, global head of partnerships, at Littlstar, and Christian Egeler, director of VR/AR product development with Verizon envrmnt.

Chris Pfaff introduces the speakers and sets up the event

 

Paul Cheung guided the audience through his learnings with the almost dozen VR cameras that he and his team have tested. He discussed some of the work that AP has done with branded content partners, and how to adapt the standards of the AP (an organization that literally developed the journalistic standards known as “AP Style” over the past 180-plus years) to VR production. In other words, while shooting a scene, do you keep the DP and/or the producer in the shot, or matte that out? For AP, that choice is obvious: leave the production team in the frame. Cheung described some of the learnings in VR as they apply to the overall production work that his interactive has to deal with, enabling a smoother workflow scenario.

Paul Cheung discusses the range of VR cameras that AP has tested and and used

For Alissa Crevier, Littlstar’s work has grown to the point where the company is as much a platform for content as it is a stand-alone producer of VR content. This has created a new kind of channel for VR partners, and the Littlstar roster of clients includes the who’s who of major content distributors, including Disney/ABC, Discovery, Nat Geo, Showtime, and the Wall Street Journal, among others. Crevier’s experience with Spotify, and the music industry in general, have helped her navigate clearances and understand the vagaries of the live music scene, and live streaming, to understand the value of WebVR versus individual VR platforms, such as Oculus, Gear, or Vive, among others.

Alissa Crevier presents Littlstar’s productions and its content platform model

Christian Egeler took the audience through the Verizon envrmnt learnings, and how they have applied to the studio’s growth in areas that include their Social VR platform. The envrmnt cross-platform SDK has gained traction in the industry, including with the March, 2017 issue of Cosmopolitan magazine, which includes an AR app, a native app, and integrated envrmnt SDK so that trigger images are easier to recognize. Egeler also showed an Alpine Village demo with dynamic updates (first showed at the Amazon Web Services Invent and Nvidia conferences). He hinted at the possibility that envrmnt might release a “build your own” 3D engine later this year. A VR experience produced for Super Bowl LI was also demonstrated.

Christian Egeler shares learnings from Verizon envrmnt’s studio work, and showcases new work, including its Social VR platform

The audience, mostly comprised of producers, was intrigued by the experiences that the three presenters had. The lively panel discussion dove into issues surrounding the growth of an industry that still has yet to standardize areas of production and post-production, as well as the growth of WebVR, in the wake of a still-early headset market.

Paul Cheung during the panel discussion

Mina Salib (right, speaking), program manager at the NYU Futures Labs, introduces the audience to new opportunities at the Labs

Paul Cheung (rear of photo, against window), and Alissa Crevier (right front), address audience questions after the ‘VR for Producers’ event

Everything VR & AR Podcast: Human Motion Tracking in VR Immersion

Roman Kulikov from Moscow Russia joins the show to discuss such topics as human motion tracking for full immersion VR experiences. We also discuss his experience first attending and now teaching at the National Research University MPEI (Moscow Power Engineering Institute) in Moscow.

Other topics include learning more about the VR/AR technology scene in Moscow along with the accelerator his company is a part of and what the Pokemon Go experience is like in his area.

Another website that Roman shared regarding work his team is doing can be found here and the English translation of the front page of the site is below:

SCM: Tracking for Virtual Reality

The idea is to create a wireless tracking system with high accuracy by the use of nonlinear tracking filter based on the model of the user's movements for more information about the likely dynamics of the marker points on the body of the user.

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