3 ways VR/AR became a reality for brands at CES
Upon entering the South Hall of the Las Vegas Convention Center at this year’s CES, it was apparent that the advancements in VR/AR technology have evolved beyond buzz—that the reality-bending hardware and software could be ready for the mainstream. As the physical footprint and presence of the tech on display continues to grow, we talked to some of the companies building on the beating pulse of a still nascent industry.
In addition to conversations with some of the players on the floor, we spoke with technology industry expert, Jay Pattisall from Forrester about the future of VR, AR and AI—and how marketers begin to plan to integrate it into work for this year specifically with 5G just around the corner.
Pattisall remarked that now is the time to jump in as the underpinnings are fertile ground for development. He said “advancements in AR and VR and how marketers can adapt that into their work is not so much the individual pieces of technology but rather underpinnings of the platforms that are able to power it and provide their customers better experiences and meet the needs they are looking for.”
Check out his full interview above—and then all of our conversations with AR/VR companies below.
For many VR/AR activations, the experience is only as good as the 360-degree video that feeds it. Capturing this content requires a 360-degree camera, which records not only the main focus of a picture or video but everything around it. This allows the viewer to choose what they want to see, hear and experience.
“Anybody can put together a couple of sensors and make a camera,” says Michael Shabun, VP of marketing at 360 camera manufacturer Insta360. “The trick is in the software, and we identify ourselves as a software company first and foremost.”
Insta360 launched out of a college dorm just five years ago; today, it’s a global leader in the technology.
“You can now give [these cameras] to traditional filmmaking teams that have very limited experience in VR,” says Shabun, “And they can edit this content, just like they would normal, flat video content.”
Check out the video above for more from Shabun at CES.
A new category of augmented reality-based customer support enables problems to be tackled locally—anything from changing a tire or fixing a broken coffee maker to repairing a nuclear reactor—by following the precise instructions of a remote expert via smartphone or an AR headset.
The application, developed by screen-sharing technology company TeamViewer, allows the remote expert to point, draw and verbally describe where to turn, push or connect, with complete confidence—because they are seeing exactly what the end user is seeing.
The cost implications of having experts stay in once place and employees execute solutions locally are significant. “No longer will people think about actually moving to a location to fix something,” says Gautam Goswami, chief marketing officer and chief product officer at TeamViewer.
Check out the video above for more from Goswami at CES, including implications for marketers.
Hypervsn is commercializing the idea that four spinning LED fan blades can produce a holographic image that looks like it is hanging in the air.
“We are all used to 2D images on the television and everyone is already bored with that," says Alla Demidova, chief operating officer of Hypervsn. "What our technology allows, is to evoke emotions in the people because they see 3D images in the air. We are trying to achieve this evolution, to change how users see the products as they are in real life.”
Demidova says this has a direct retail application and Hypervsn has multiple case studies showing direct sales uplift. She sees this expanding beyond retail to education, medical and gaming.
Check out the video above for more from Demidova at CES.