The use of virtual realities is becoming more and more popular at companies. After all, digital spaces offer numerous possibilities, not only in terms of product design, but also with regard to user experience. The umbrella term “extended reality”, or XR for short, is used to describe various virtualities, ranging from completely real to completely virtual. These include virtual reality (VR), augmented reality (AR), mixed reality (MR), and more.
Virtual reality (VR)
Virtual reality refers to an artificial world or environment that is generated using computer programs and transmitted via big screens, VR glasses, or in special rooms called “cave automatic virtual environments”. Users can move around in this world, while the displayed view adapts to their line of sight and movements, making real-time interactions possible.
VR technology
To create a virtual reality, you need a VR engine. Here, the data from a database is converted into an image format, which is visualized using special end devices. By moving their body and changing their viewing direction, users can perceive and experience the VR. To transmit the movements to the virtual reality, a 3D mouse and a data glove are required, along with a data connection between the VR engine and the end device. For the full VR experience, a fast Internet connection is an advantage.
Areas of application for VR
Both in B2C and B2B, VR is being used increasingly more often. Companies utilize the virtual reality option in areas such as:
- Product design: VR optimizes the design and manufacturing process.
- Education and e-learning: Spatial situations, interaction possibilities, and digital adaptability are used for employee training and development (e.g. pilots).
- Websites in 360°: Users can immerse themselves in a VR experience in which they can call up specific content in 360° spaces, whether it be virtual trips to a hotel chain’s locations or sleigh rides with Santa’s reindeer.
- Virtual customer service: Companies can provide their customers with services and support in a VR “office”.
Virtual realities are also finding their way into private households, for example:
- Gaming: A VR option is being offered more and more frequently in computer games to give users an extraordinary gaming experience.
- Science: VR makes it possible to create simulations in true-to-life scenarios.
- Media: TV networks are increasingly offering interactive television where viewers can watch programs with VR glasses.
- YouTube/Facebook: Videos can be uploaded here in a 360-degree format for users to enjoy as a VR experience with VR glasses.
Augmented reality (AR)
Augmented reality describes an enhanced reality that users can experience with the help of a digital aid. AR differs from VR in that AR enhances reality, while VR creates a virtual reality and blocks out the real surroundings.
AR technology
While users require additional equipment for a VR experience, such as VR glasses, a data glove, and headphones, all they need for augmented reality is their smartphone and a suitable app. For an AR to be constructed, the reality has to be recorded by the smartphone’s camera. The software inserts additional information in the image and the user can then interact with it. There are also special AR browsers that display additional data in the real environment via the camera of the smartphone or tablet. Location-based services work according to a similar principle. They detect the user’s location via GPS and display information on nearby attractions, for example.
Areas of application for AR
The use of AR is extremely popular in marketing, not just because it is easy for nearly anybody to use on their smartphone, but also because the interaction appeals more to users on an emotional level compared to traditional advertising. AR marketing initiatives that take place in the home reach consumers in their personal surroundings. As an example, AR and a suitable app can enable users to digitally place selected pieces of furniture in their living room and see how they look. Online catalogs or brochures that can be browsed through with the swipe of a finger are also a popular AR feature.
One of the most popular augmented reality applications is AR filters on social media. They create funny and unusual effects in selfies posted on Instagram or Snapchat – something that can also be used for marketing purposes, since a brand can make its own AR filters that users can actively interact with and ideally share. Especially in the field of influencer marketing, an AR filter can turn out to be a real awareness magnet that circulates the brand far and wide.
AR was also a highlight at DMEXCO 2019: Visitors to the mobile.de booth were able to try out new AR advertising products.
AR is also used:
- to aid outdoor navigation
- to provide additional information in museums
- during operations for imaging the inside of the body in combination with prior procedures, such as a computer tomography
- in architecture to visually depict planned buildings in the respective surroundings.
Mixed reality
Mixed reality (MR) combines the entire spectrum of VR and the real world. In MR, real and virtual reality are fused together to create a space in which physical and digital objects interact. In contrast to augmented reality, the real world is not just enhanced with digital elements, but rather the elements adapt to the reality and its dimensions in real time. VR or AR hardware and software are required for this.
Areas of application for MR
Have you ever found yourself sitting at your office desk longing for an ocean view? Well, VR glasses and the right app can move your physical desk to a virtual beach. In the field of marketing, mixed reality also offers exciting ways to interact with products. Users can enter the virtual reality of a product by scanning a code applied to it using an app on their smartphone or using VR glasses. For example, a yogurt brand implemented MR playfully: consumers scan a code and a small figure then appears, says something about the yogurt, and also interacts with it in a humorous way.
