Mixed Reality is the combination of two technology enhanced methods for perceiving the world; virtual and augmented reality. The impact of these technologies in all elements of society from entertainment to business is massive and now is the time to make this fundamental shift in the way we interact with the internet, each other and the world around us.
Here are 10 advantages to adopting a mixed reality practice in your organisation.
1. Leading organisations are already using mixed reality to differentiate with customers and their employees.
As we enter the first months of 2018 we are moving into a world in which most people have tried at least some form of Mixed Reality - in fact a study by statista shows that 171 million people worldwide are active users of VR. However, the technology remains new and exciting enough to still impress viewers and has something unique to offer that other forms of media are unable to.
2. You do not need proprietary or expensive technology.
Gone are the days of needing expensive ‘gaming rigs’ and high-powered technology to run virtual reality. Most people have all they need for an immersive experience right in their pockets. It is true that high end virtual and augmented reality requires specific technology such as Oculus Rift or Microsoft Hololens, however technology such as Google cardboard and Samsung gear VR make mixed reality more accessible than ever.
3. The world’s biggest organisations are investing in Mixed Reality.
In 2017 alone Facebook invested $2.6 billion into acquiring upcoming AR and VR technologies through its subsidiary Oculus. But Facebook is not the only company aggressively investing in the space. Venture capital firm Rothernberg Ventures has made 32 investments in the industry. HTC, the smart phone manufacturer and creator of the ‘Vive' VR headset, has been the leading corporate investor in AR/VR startups with over 28 investments to date.
4. Mixed Reality can be used to elevate a pitch whilst at a tradeshow.
Ludic recently supported an IT company in preparing a virtual reality experience for a world leading trade show. The effectiveness of the VR experience lay in that participants were able to focus their entire attention on the experience and ultimately gain more information from this company’s pitch than the noisy and distraction heavy show room floor. We had engagement ranging from 2/3 minutes in the headset up to 20 minutes - in which participants were trying to experience every aspect of the content.
5. Mixed Reality is a personal and engaging experience.
No other form of media can be as personal and engaging as virtual reality. The viewer is transported outside of their surroundings and taken to a completely different experience. This isolates the viewer’s attention and allows for full immersion. Storytellers are using VR as a method of emotional connecting with their viewers, creating powerful stories that transcend other forms of media.
6. Mixed Reality can be used to demonstrate a new product or service.
Sometimes it’s best to show a product and its features in real time and no better application exists for this than AR. It can be achieved on anything from a consumer tablet to using Microsoft HoloLens to project a 3D model of a product into the environment. For example, IKEA’s AR application allows consumers to see how their products look in their homes before stepping foot in store, allowing them to purchase with confidence. Another use case is using VR to transport the viewer to a laboratory or manufacturing plant to see the production process first hand.
7. Mixed Reality allows you to make the impossible possible
A Google study of 13-44 years old smart phone users highlighted that one of the most important elements to making a virtual reality experience ‘sticky’ is ensuring that the impossible became possible. This means showing the viewer inside spaces they wouldn’t previously have access to or showing an entirely different viewpoint to their own. VR is in its own league at allowing total immersion for a viewer into an otherwise impossible to access arena.
8. Mixed Reality can expand the viewers worldview
In that same Google study participants also highlighted that engaging VR is all about nailing the angle. Enabling the viewer to think differently about what they are viewing. Ultimately providing a new perspective on existing and familiar topics may actually be more engaging than the flashier and more technologically impressive mixed reality experiences. This is great news when working with simpler hardware or smaller budgets!
9. Mixed Reality puts the viewer in the role of the protagonist
There are few other forms of media that so elegantly put the viewer in the protagonist role, allowing them to feel/react as the view point character would. This can allow for some deeply emotional connections with the virtual reality content. When crafting VR, it’s important to think of the viewer as a participant rather than simply a spectator and create experiences in which interaction takes a leading role.
10. Mixed Reality can be rolled out on scale
With the decreasing costs of virtual and augmented reality technology and the availability of smartphones applications it is easier than ever to roll out mixed reality on a large scale. Ludic recently helped a technology company in equipping its salesforce with VR headset to use as a sales tool for their new products.
Ludic has years of experience in designing and delivering VR and AR projects and is well equipped to produce mixed reality experiences to meet a range of requirements at a smaller or larger scale. Get in touch with Ludic today to discuss how mixed reality can be used within your organisation, to elevate your latest project or to upgrade an upcoming event!
