An Introduction to Immersive Technologies

Augmented Reality Overview

AR relies on processors, a display, sensors and input devices to create an experience. There are four types of AR:

1. Marker-based AR uses a visual marker, like a QR code, to produce a result. For example, Snapchat uses marker-based AR to help its users add people to their contact lists.
2. Markerless AR uses GPS or a digital compass, velocity meter or accelerometer to provide data. Google Maps Live View uses markerless AR to navigate users to their destination.
3. Projection-based AR projects artificial light onto surfaces. For example, researchers at the Digital Nature Group used lasers, mirrors and cameras to create a hologram-like experience, which can be felt by the user. 
4. Superimposition partially or fully replaces the original view of an object with a new view. IKEA and GOAT are two companies taking advantage of this technology. IKEA allows users to preview furniture in their house on their smartphone, while GOAT enables users to use their smartphone to superimpose the latest sneakers on their feet.

Virtual Reality Overview

VR systems use head-mounted displays and input devices to provide a sense of immersion. Head-mounted displays cover the user’s field of view to display computer-generated content. Input devices such as joysticks, tracking balls, controller balls and data gloves allow the user to interact with the virtual environment. Just like AR, there are different types of VR for different use cases:

1. In non-immersive VR, only a subset of a user’s senses is stimulated, allowing the user to maintain awareness of the physical environment outside of the virtual reality. For example, the HP Reverb Pro headset allows designers to create 3D models.
2. Semi-immersive VR leverages more senses than non-immersive VR, but still does not take advantage of all senses. For example, flight simulation allows pilots to learn how to fly different aircrafts through realistic displays that simulate different in-flight experiences.
3. Finally, fully-immersive VR stimulates all of the user’s senses. For example, Infinadeck has created an omnichannel treadmill that allows users to move within a virtual environment.

Industry Applications

Most investment in immersive technologies has occurred in the gaming industry. Since Oculus Rift, many gaming companies have created VR games. One of the most popular games, Beat Saber, sold 1 million copies in just nine months. Healthcare has also been at the forefront of immersive technology adoption – already, surgeons are using AR headsets to visualize where to make incisions on the body and pull up patient’s health information during operations. In education, AR is allowing students to visualize text and interactive elements in lectures. Similarly, Google Expeditions enables students to go on “field trips” without leaving the classroom.

Companies are using VR to train workers, enhance creativity when designing products and collaborate with coworkers in different offices. In marketing, companies are implementing VR to enable the consumer to interact with products without having it in their hands. The defense industry has also been working to implement immersive technologies. VR is used to train soldiers in a virtual environment that mimics real-world encounters, while AR is used on the battlefield and for mapping and communication.

Data From Perkins Coie

Immersive Technology Challenges 

Investment peaked in 2017 and has since declined due to a lack of consumer demand, slow adoption of the technology, lack of established market, untested technology and a heavily competitive field.

Data From The LA Times

One of the main challenges to adoption has been the user experience. Most headsets are too bulky, and technical glitches have been an issue. Lack of content has also been a challenge, with many companies unprepared for the initial surge in demand. The price of manufacturing content and hardware is still high, making some companies hesitant to enter the market.

Data From Perkins Coie

There are also legal implications. As with every unproven technology, users worry about privacy and data security. Privacy concerns include the potential for mass surveillance, eye tracking, fake identities and lack of security. Other risks include difficulty in licensing the technology and IP and potential infringement of third-party-owned IP.

Data From Perkins Coie