TABLE OF CONTENTS 3 VIRTUAL REALITY & AUGMENTED REALITY 22 AUGMENTED REALITY HARDWARE 9 INTEGRATED-MOBILE SOLUTIONS 26 EVOLUTION OF VR/AR 13 MOBILE-HYBRID SOLUTIONS 29 CONTACT 18 VIRTUAL REALITY HARDWARE 2
VIRTUAL REALITY + AUGMENTED REALITY
VR+AR VR & AR are aiming to make the seemingly impossible, possible 4
VR+AR AN ALTERED STATE OF REALITY Have you ever wanted to escape reality, and see what it would be like to explore the world of your favourite movie or video game? Or maybe you wanted to be feel like you were on a different planet, or swimming deep beneath the sea. Enter Augmented Reality (AR) and Virtual Reality (VR). Both AR and VR aim to enhance the world around us or submerge us into a completely new atmosphere, all from the comfort of our own living rooms (or bedrooms, or offices, etc.). These interactive experiences leverage multiple technologies to immerse us into realistic experiences. These technologies aren t all fun and games though; AR and VR have consumer and commercial applications as well. AR and VR have evolved to become easily accessible and utilized by anyone. So far it would seem that they are very similar, which is true, but there are differences between the two. A R VS V R 5
VR+AR VR: ESCAPE FROM REALITY Virtual Reality (VR) is often the term consumers are most familiar with, as it has been around for quite a while. Virtual Reality serves as a means to bring multiple types of media to life through the use of immersive technologies and user interactions. Viewed as a complete experience, VR specializes in bringing experiences to life by plunging the user into a set scenario, blocking out the real world, through the use of audio, video and user input. Typically consumer interactions with VR revolve around media consumption such as movies, advertising, video games and marketing initiatives. VR is still in its infancy, which means the cost is still quite high for the head-mounted devices necessary to create the feeling of being in another world. However, through innovation over time, the cost of entry should lower significantly. 6
VR+AR AR: BRING THE REAL WORLD TO LIFE Augmented Reality (AR) serves to alter aspects of the world as we see it. AR technology is used to create an experience in the real world without submerging the user into a completely virtual world. This is usually done by overlaying images and text onto what the viewer is currently looking at in real-time. Augmented reality can be experienced through various devices including smartphones, tablets and specifically designed wearables. AR is typically used to bring individual pieces of the real world to life, for example, looking at a billboard with your smartphone camera can transform the billboard into a video. 7
VR+AR THE POSSIBILITIES OF AUGMENTED REALITY AR experiences that amplify real world experiences such as concerts and sports events are seen as some of the best uses of AR for consumers. Aside from consumer use, AR also has several commercial applications to aid users in industries such as construction, manufacturing, education and healthcare. CONSTRUCTION Imagine being able to overlay blueprints on top of the actual job site in real-time to better visualize your project. This would better allow supervisors to foresee any problems that could arise. MANUFACTURING If used correctly, AR could help reduce the cognitive workload on the workforce by showing step by step instructions with both visual images and written text, which should be able to help reduce human error. EDUCATION AR allows for a much more immersive and interactive experience in the classroom, which will help teachers keep students engaged. HEALTHCARE Healthcare has a wide range of AR applications from making it easier to teach anatomy, providing required information during surgeries, to even making it easier to identify veins when issuing shots. 8
INTEGRATED-MOBILE SOLUTIONS
INTEGRATED MOBILE SOLUTIONS VR & AR in your pocket 10
INTEGRATED MOBILE SOLUTIONS INTEGRATED MOBILE SOLUTIONS Not all AR and VR solutions are years away from completion and need complex hardware to take advantage of. Integrated mobile solutions rely on native mobile apps to create AR and VR experiences. Leveraging the power of native and proprietary mobile apps provides the developer with full control over content. Furthermore, native apps provide full access to device hardware such as the camera and various sensors to create an even deeper experience. The developer is free to update content as frequently as they like with the ability to easily and quickly cycle content. For end users, integrated solutions mean ease of access as these solutions require no additional hardware and the user only has to download the app. For developers these proprietary apps provide analytics, user information, app usage and behaviour statistics that play well with a CRM strategy. NATIVE CAMERA INTEGRATED MOBILE SOLUTION SENSORS The prominence and success of integrated solutions revolves around mass market appeal and limited barriers to entry. Here are two of the more popular examples of apps that take advantage of AR Technology. DEVICE HARDWARE 11
INTEGRATED MOBILE SOLUTIONS LAYAR Developed in 2009, Layar, seeks to provide the highest quality interactive tools and augmented reality. The app, which is available for ios, Android, and Blackberry, is attempting to bridge the gap between print ads and digital media. Layar uses the mobile device s camera to create an AR experience based off physical advertising, such as posters, billboards, and magazine ads (Similar to the Daily Prophet newspaper from Harry Potter, complete with moving virtual images). Users open the app and scan specific advertisements to gain access to multimedia, social media, and surveys related to the advertisement. There are endless possible applications for Layar: marketers have used it for experiential campaigns, restaurants have used it to spice up their menus, and educational professional can make learning more interactive. Layar also offers a SDK which allows other developers to embed the technology into existing mobile apps, which is allowing it to be used by thousands of brands. In recent years, Layar has also expanded to include geo layers which allow users to display points of interest based on their location; a very practical feature for travellers. With over 40M+ downloads to date, Layar continues to be a very important player in the AR movement. AUGMENT Augment is a AR app which is focused on B2B solutions that allows users to upload 3D models into the app and view them in physical space through a mobile device. The app is available on both ios and Android, and is compatible with the cloud computing software Salesforce. This partnership allows the user to view their products in their clients environments during sales presentations. Similar to Layar, Augment also utilizes interactive print capabilities, which allows ads to literally come off the page. However, what really separates Augment is its ability to upload 3D designs and superimpose them on the real world. This can be useful for businesses to visualize how a product will look in a store, or a consumer who is trying to decide what type of couch to buy for their living room. One exciting outcome of augment is that consumers can be more confident when purchasing larger sized items (refrigerators, beds, couches, etc.) online. Consumers can now try-on these items and see how they will mesh with their current surroundings, which should eliminate one of the main barriers of ecommerce. 12
MOBILE-HYBRID SOLUTIONS
MOBILE-HYBRID SOLUTIONS Unleashing the true power of smartphones 14
MOBILE-HYBRID SOLUTIONS WHERE DOES MOBILE FIT IN? Smartphones have transformed the way that users experience AR and VR. Previously these experiences required dedicated and pricey hardware that was unattainable for most. The introduction of mobile AR and VR experiences has served as a disruptive force within the industry, allowing anyone with a smartphone to enjoy AR/ VR. The versatility and power of mobile has led to the introduction of various mobile solution which will be expanded on below: MOBILE-HYBRID SOLUTIONS Hybrid VR solutions are able to take advantage of the power of your smartphone to create a virtual environment. Rather than house a computer in the headset or attach to a PC, hybrid solutions create a sort of theatre for your smartphone. The benefits of hybrid Mobile Mobile- Hybrid Solutions VR/AR solutions are that they are low-cost, they can introduce you to VR and that they can operate on the ios and Android operating systems, which are familiar to developers. There are a small number of these products currently on the market, but expect that number to grow once consumers begin to realize the power and possibilities of VR products. 15
MOBILE-HYBRID SOLUTIONS GOOGLE CARDBOARD Google s Cardboard is their way of creating a low-cost DIY VR system with hopes of making VR accessible to a wider range of consumers. The kit, which can be purchased for as low as $5, is actually a set of instructions available for free download on the company s website. Once the kit is assembled, the user places their ios or Android smartphone in front of the lenses. There are a wide variety of apps compatible with cardboard which can be found in the Google play store and ios app store. Although not as high tech as Google s other VR/AR offering, Google Glass, Google cardboard is still a fun and cost effective way for people to get introduced to VR/AR. Specs: Google Cardboard offers a free SDK that developers can use to create VR experiences for Android and ios. Several companies have expanded upon Google Cardboard, creating headsets from fancier materials. Google Cardboard kits can be purchased for as little as $5. Works with screen sizes of up to 6 inches 16
MOBILE-HYBRID SOLUTIONS SAMSUNG GEAR VR The Samsung Gear VR is a VR headset that came out of a partnership between Samsung and Oculus VR. Unlike Google Cardboard, Gear VR is only compatible with specific models of Samsung smartphones. The first version utilized the Galaxy Note 4, while the newer version is able to work with the Galaxy S6 and Galaxy S6 Edge to create immersive experiences. Currently there are only a small range of games and movies that can be downloaded through the Oculus Store, but they are promising to expand the library in the near future.the Gear VR is significant because it shows how important the software is for the VR experience. While most other VR/AR devices have their software built right into the headset, the Gear VR allows the user to harness the power of their smartphone. While it is a clever marketing move to maintain brand loyalty, the fact that it is only compatible with Samsung products will definitely limit the device from seeing widespread success. However, it is good sign for AR/VR that a company with as much of a global presence as Samsung is giving the industry respect. Specs: Features several sensors and a physical interface built into the headset. Offers a 96 degree viewing angle. Offers VR Gaming, VR Cinema and 360 degree experiences. Retails for $199 High Frame Rate Preview (60fps) Has a Touch pad, back button, and volume keys on the side 17
VIRTUAL REALITY HARDWARE
VR HARDWARE Tricking the mind to believe in a virtual world 19
VR HARDWARE OCULUS RIFT Not all AR and VR solutions are years away from completion and need complex hardware to take advantage of. Integrated mobile solutions rely on native mobile apps to create AR and VR experiences. Leveraging the power of native and proprietary mobile apps provides the developer with full control over content. Furthermore, native apps provide full access to device hardware such as the camera and various sensors to create an even deeper experience. The developer is free to update content as frequently as they like with the ability to easily and quickly cycle content. For end users, integrated solutions mean ease of access as these solutions require no additional hardware and the user only has to download the app. For developers these proprietary apps provide analytics, user information, app usage and behaviour statistics that play well with a CRM strategy. The prominence and success of integrated solutions revolves around mass market appeal and limited barriers to entry. Here are two of the more popular examples of apps that take advantage of AR Technology. Specs: Expected launch Q1 2016 Estimated $1,500 110 field of view 1280x800 resolution Bundled with an XboxOne controller and two Oculus Touch controllers 20
VR HARDWARE HTC VIVE Smartphone manufacturer HTC has teamed up with video game developer Valve to create the HTC Vive. Similar to Oculus Rift, the Vive has a head-mounted display and optional handheld controllers. What sets the Valve apart is that it allows the user to move around the room thanks to two wireless infrared cameras that are placed in opposite corners of the room and act as beacons. While you are moving around, 37 sensors on the headset relay data to the cameras and create a virtual arena for you to naturally interact with (and making sure you don t knock down that lamp in your living room). Another advantage that the Vive has is its early release date, scheduled for the 2015 holiday season. By getting out in front of the Oculus Rift and other VR hardware, the Vive hopes to take advantage of the early adopters. HTC is also hoping that its partnership with Valve will strike a chord with the gaming community and allow the Vive to take off. HTC s ultimate goal for the Vive is to be able to transform their brand from a smartphone company to a technology company. Specs: Expected launch Nov 2015 No specific $, but developers hinted at higher price range 110 field of view 1080x1200 resolution Powered by Valve's Steam VR platform Utilizes Steam controller and two Vive wands Operates in 15 x 15 ft rooms/tracking spaces 21
AUGMENTED REALITY HARDWARE
AR HARDWARE Helping information come into sight 23
AR HARDWARE Microsoft Hololens Microsoft has never been one to shy away from trying out new and exciting technologies, and the Hololens ensures that they will not miss out on the AR/VR revolution. The Hololens consists of a headmounted display, and interactive software which projects interactive 3D holograms onto the real world. Hololens is an offshoot of the Kinect technology which Microsoft developed for their Xbox consoles in the late 2000 s. Whereas VR tries to take you out of reality,the Hololens augments reality to attempt to improve the user s life. Although conceived with gaming in mind, Hololens has a wide variety of non-gaming applications such as remote instruction, 3D computer design, virtual reality user interfaces, and video communications that it plans to have ready for the launch. The Hololens will also integrate into the Microsoft ecosystem nicely, as it is already compatible with Windows 10 and Xbox One. The Hololens is still a couple of years away from consumer launch, but it is well on its way to creating excitement about the immersive world it intends to place users in. Specs: Expected 2016 launch for developer kits Estimated between $500-$1,500 Three processors: CPU, GPU, HPU Works through Windows 10 interface User interacts through gaze, voice, and hand gestures 24
AR HARDWARE Google Glass Although many people view Google Glass as a disappointment, there were a number of positives that came out of the original spring 2013 launch. Firstly, it put AR & VR back on the collective societal radar in North America, if not the world. It also showed that major companies were willing to invest large amounts of resources into their AR/VR projects, which only added legitimacy to the industry. The original Glass resembled a normal pair of glasses (without lenses), with a small projector over the right eye, which reflected real time images to the corner of the wearer's vision. Google may have discontinued the consumer edition in January 2015, but are still committed to creating a similar device which can be attached to existing glasses for use in the workplace. The onslaught of privacy issues (stemming from having a camera on your face at all times) that ultimately shut down the consumer version do not affect the workplace version. The main industries of focus for the new Google Glass will be health care, manufacturing, and energy. It is unsure how exactly they will be used, but there does seem to be considerable interest from industry professionals. If Google Glass is able to break through the stigma of its first iteration, it may actually be able to have a productive and profitable second wind. Specs: Launched in May 2015, stopped selling in January 2015 $1500 price tag Ran on Android 4.4.2 Prism projector, 640 360 pixels (equivalent of a 25 in/64cm screen from 8 ft/2.4 m away) 2GB RAM, 16GB Flash Memory 25
EVOLUTION OF VR/AR
EVOLUTION OF VR/AR From science fiction to non-fiction 27
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