Augmented reality virtual reality tech and its value for the business
Virtual reality is an artificial or we can say spurious environment which is created with the help of computer software and given to the users who on using it believes that it is a real domain. A person is able to identify and experience virtual reality with the help of sound and sight which are the two senses of human body. On the other hand augmented reality is a reciprocal or interactive experience of the real world environment where the matter that is found in the real world is escalated by the computer and it includes audios, visuals, haptic, somatosensory and olfactory. There are a few similarities between the two such as both augmented reality and virtual reality have to work in regards with the virtual objects.
This simply means that whether a person is working on a VR project or an AR project both would either have to create their own game or use the preexisting objects for the project. Which of the either is considered to be better? Well the choice differs from person to person and it immensely depends on the user. The virtual interview was hosted by Mr. Arijit Bhattacharyya, founder of virtualinfocom India.
Daria Fedko is from Ukraine and she is the founder and CEO of WeAR Studio. She started her studio in the early 2016 which was four years ago. She would enlighten the minds of young people on the topics VR, AR, mixed reality and its value for the business industry. Fedko’s company stands at the best top ten AR and VR developers worldwide. She specified to the listeners that the main focus of her company is not to build games or entertainment games but to solve specific business problems that are faced by other companies. Her company’s main goal is to develop solutions with the help of AR and VR technology that would solve business problems. Fedko puts across a question which is “what is real?” and answers it with quoting from the movie Matrix (1999) “If you’re talking about what you can feel, what you can smell, what you can taste and see, the real is simply electrical signal interpreted by your brain.” She explains that in today’s world reality can be stimulated through ARs and VRs. With this stimulation a lot of possibilities are around this technology.
She goes on to explain what AR means to the beginners. Fedko explains the AR technology is usually used with the help of the smart phones and the digital content is layered over the real world. The camera is used and the digital content is used and a picture is displayed on the screen. She moves on to explain about VR technology, she explains that in this a person puts on glasses and the person is immersed completely into the 360 environment of the digital world. The third one is mixed reality which is referred to as the golden line between the AR and the VR which means that when a person is using the glasses the person is still able to see the reality through the transparent glasses the real world alongside of being able to interact with the digital world. In this a person’s hands are free and can also hear sounds while the glasses are on. She also mentions that everything depends on the hardware too.
Fedko moves on to the topic of value of this technology to the business. She said that her company works with marketing department, sales department and training department. Though things differ from company to company still the value of the technology remains the same. Daria says that AR is the most adapted technology in the market as it does not need a specific hardware. It interacts with the user’s space and does well with grabbing the attention of the user. AR boosts sales as it can make a connection between the user and the product easily. AR is the new channel for communication. This is the value for the business for the AR.
VR as Daria explains is great when it comes to the environment. One can put the user in any environment and the environment is completely safe. VR is all about storytelling and later it converts to story living. In VR people can invite someone and let them live the story which according to Fedko is something amazing. This helps build connection with the technology. Anything that is built in virtual reality and when one puts on the VR glasses their brain gets to believe everything they see. This can eventually help in understanding and learning things faster and it is proved to be effective.
Moving on to mixed reality Fedko repeats her words stating that mixed reality is the golden line between AR and VR. She further says that the biggest advantage of mixed reality is that it has a natural UX. One can experience things through the glasses and at the same time is connected to the world. One can experience the touch of reality and a person can still see the reality. Mixed reality blends well with the environment. She exclaims that mixed reality is perfect for training and working purposes.
Up next the CEO of WeAR Studio gives some information on the cases for each AR, VR and MR and how her studio worked on them. Starting with OKKO they were Fedko’s client and they had a problem, they had lack of sales of coffee and different food items. They wanted the people to stay a little longer at the gas station so that their sales would go up. With the help of Fedko’s AR application Fedko’s team helped in the increase of the sales for the company by 20%. The next one is VR and the client was the Crane Operators Training. This was the case of real crane operators and they faced the problem of high amounts of accidents and deaths. The studio made a solution for the newbies so that a newbie can train and learn things virtually and then start working.
For mixed reality (MR) the Digital Twin was another client and for them the WeAR studio created a replica of an existing ship which can be visualized as a hologram in 3D in mixed reality. So when someone for example the captain or any crew member puts on the glasses they can see the hologram of the real ship and can make out the errors and warnings.
She continued with the points of adding value to the business like business analysis, challenge detection, idealization, R&D, MVP Development, technical specification, full development, test and publish, and finally support and data analysis. She also touched up on the topic of XR market trends that could be seen in future and they are WebAR, Instagram/Facebook filters + Ad campaigns, Wireless VR hardware, more sensors, depth understanding of cameras, try on feature, location based AR empowered with 5G, edge rendering, ecosystem, and tracking and analysis data.