The rapid technological advancements are changing the ways consumers interact with the physical environment. It is taking the consumer experiences to a new different level. More specifically, the debut of augmented reality, virtual reality, and mixed reality technologies are playing a key role in providing smoother integration between virtual and physical objects. These technologies are fostering an environment where virtual and physical elements are combined to provide a highly interactive landscape. These reality and virtuality technologies can significantly influence consumer experiences. They can affect the behavioral, emotional, sensorial, and social responses of consumers towards a particular brand. They are likely to provide enhanced experiences throughout the entire customer journey. Considering the fast technology evolution, it is quite difficult to claim certainty about a particular technology that will change the world. However, the combined effect of these technologies can bring appreciable reformations. Altogether, they can change the world.
To know more about how these technologies can create impact read below. Well, before moving ahead, let us first gain a clue about what these technologies are.
Virtual Reality (VR)
Virtual reality is a technology capable of imitating real or imaginary environments through computer graphics. The computer simulations in VR enable humans to interact with their surroundings through immersive digital environments. These environments can be perceived using a VR headset or head-mounted displays. These devices provide a 360-degree view of an artificial environment. The early adopters of this technology are the entertainment and gaming industries. Moreover, other sectors such as education, healthcare, military, and engineering are exploring the varied benefits of this technology.
Augmented Reality (AR)
In augmented reality, real-world entities are augmented or supplemented by computer-generated virtual information. The technology works to enhance real-world experiences by combining reality with digital environments. One can enjoy AR experience using AR glasses, screens, smartphones or tablets. Using AR users can still interact with the real world they can perceive things happening in front of them. The popular examples of AR technology are Pokémon GO game and Snapchat filters.
In mixed reality, virtual and real elements are made to overlap each other. The digital and real-world entities can exist together and interact with each other. Mixed reality provides an immersive environment and persuades the human brain to believe that the artificial objects that he is looking for or interacting with are real. Sometimes, mixed reality is also referred to as hybrid reality. MR has higher processing power than that required in VR and AR. The MR environment can be observed through MR headsets. Using mixed reality can provide an altogether new experience to enjoy music, films, gaming, and education.
How they are affecting businesses
AR, VR, and MR will influence the world around us in ample ways. The increase in investments in these technologies will bring some interesting and beneficial reformations. The market will continue to grow substantially in the coming years.
Here are some of the notable effects of these technologies:
1. Engaging entertainment
Integration of AR, VR and MR technologies will significantly transform the media and entertainment industry. It will provide designers a new means of creating engaging entertainment. It will open up opportunities to provide the audience with an increased level of emotional and intimate experiences.
However, VR has already taken prominence as the next-generation storytelling technology. The recent Sundance Film festival in Utah featured more than thirty VR based experiences which included several cinematic projects and installations.
Furthermore, the gaming industry is another major sector where reality technology has created their mark. The 3D game engines and real-time rendering software will simplify the game developing procedures and will aid developers and artists to create more immersive environments. Moreover, the consumers will be able to enjoy more enhanced features and interactive environments.
2. Better construction
The reality technologies are set to transform the construction industry as well. The real-time rendering software will provide professionals a better insight into building design, will help them visualize construction and would facilitate simulation of designs to help them analyze how the project would look and feel when in operation. This is further support in making necessary changes and gathering reviews from clients.
By simply feeding information from building information models to VR applications users can experience a 3D environment. Users can walk through the building and experience its different aspects of design with a better visualization. This will enable professionals to effectively communicate their ideas to clients. Moreover, greater client satisfaction will be achieved as the building designs will precisely meet their expectations and requirements.
3. Better automotive designs
The AR and VR environments would enable you to experience new vehicle designs in a full scale rather than small scale 2D models. All ergonomic details and functionalities can be experienced precisely by designers, thus, assisting in better and accurate vehicle designing. The automotive engineers can use visualization software for creating product presentations, and virtual prototypes. Moreover, the associated integration of AR and VR would simplify the vehicle fabrication and design configuration processes. It will provide designers an opportunity to look into various design options. All in all, with reality technologies a significant improvement will occur in vehicle designing.
4. Thorough training
In industries like manufacturing, construction, and oil and gas AR, VR, and MR technologies have the potential to provide professionals virtual on-field training. Trainees will now be able to experience remote operations or construction sites despite being far. Using VR environments can be simulated so that the workers get acquainted with worksites before they actually visit there.
Moreover, the mixed reality can aid in making repair and maintenance a much simpler task. By imposing digital information over real objects can help you easily understand which parts need replacement and how.
5. Improved education
The combination of AR and VR is going to open exciting opportunities in the learning and education sector. The capabilities of these technologies will enable students to enjoy immersive learning without using textbooks. It will empower students to learn at their own speed and understand the complex mechanism through digital simulations. Therefore, in education space these technologies will endless opportunities for students to learn and understand some of them to include:
- Improving learning through gamification and interactivity.
- Enhancement in creative thinking skills.
- Mitigating distractions in studying.
- Fostering enhanced collaboration.
6. Improved quality of life
Consequently, the combined effects of these technologies will be notable. They will transform the coming years. Undoubtedly, they will improve their quality of life. Its effects will be noticeable across all segments. Even disabled people will be able to enjoy all the pleasures of life as normal people. The transformations through technology would prove a boon for such housebound people.
Thus, we are at the forefront of technological advancements. The applications of these technologies are limitless and have the potential to radically transform the way humans interact with their surroundings. The reality technologies including augmented, virtual, and mixed are fostering an immersive and engaging environment that is sure to bring revolutionary transformations. There is much to look forward to these technologies. Human imaginations and experiences can be enhanced to benefit common masses. Be it any industry, construction, manufacturing, or education the effects of these technologies will have far better implications.