Mobile AR Strategies and Business Models Materialize (new report)
To read the full report, subscribe to ARtillry Insights
Augmented Reality (AR) comes in various forms, such as smartphones and smart glasses. Those are further segmented into consumer and enterprise uses. But the point along that spectrum that’s gained the most traction is consumer-geared mobile AR, utilizing the smartphones we all carry.
Apple’s ARkit and Google’s ARCore have democratized mobile AR with app-building tools, while Pokémon Go and Snapchat put it on the map with mainstream-friendly AR features. Though these apps aren’t “true AR,” it doesn’t matter: they’ve done AR a favor by supplying its gateway drug.
These early AR apps have also done the industry a favor by beginning to validate product and revenue models. What AR features do consumers want to use? And what will they pay for? Pokémon Go and Snapchat have already begun to answer these and other strategic questions.
Pokémon Go for example drove almost $1 billion in revenue in the second half of 2016 alone. It did this through in-app purchases and brand-collaborations to drive local offline commerce. These are a just a few potential business models that will develop and drive mobile AR revenues.
Full year-by-year detail and category segmentation available in full report.
Meanwhile, giants like Amazon, IKEA and BMW are pursuing AR strategies and likewise teaching us important lessons. For example, should AR live within standalone apps or be incubated as a feature within already-established apps? And what should AR features be called to attract mainstream users?
In terms of market size, ARtillry Intelligence projects consumer AR revenues to grow from $975 million in 2016 to $14.02 billion in 2021. Until 2021, most of that revenue will come from mobile AR apps, as smart glasses aren’t yet viable for consumer markets due to cost and style.
But how will this revenue materialize and what product and revenue models will be best positioned? In addition to industry giants and early movers mentioned above, the ecosystem contains developers, startups, media companies and brands. How will they deliver content and build value with mobile AR?
The best way to answer these questions is to examine today’s best practices, historical lessons and market trajectory. This report sets out to do that by surveying the landscape, and uncovering product and revenue strategies for anyone interested in tapping the mobile AR opportunity.
To read the full report and a library of XR research, subscribe to ARtillry Insights
Recap of VR AR at Mobile World Congress MWC
Our highlights from #MWC18 thank you everyone 🙌🙌 @CherWang @jordialonso #VR #ai #AR #innovation #5G #mobile #tech #Europe #HTCVive #new @vrara_barcelona pic.twitter.com/lFxyaddj9A
— VR/AR Association (@thevrara) March 1, 2018
Lampix Announces Its Official Membership in Global VR/AR Association
New York, NY - Mar 01, 2018 - Lampix, a developer of tabletop augmented reality hardware and software, is pleased to announce that it has become the newest member of the global VR/AR Association (VRARA).
Both the VR/AR Association and Lampix are dedicated to fostering growth in the virtual reality and augmented reality industries. As a member of VRARA, Lampix will participate in the Association’s initiatives through which Lampix will be connected with VR and AR organizations to accelerate the market with smart growth. “This is an important step ahead of our Lampix Developer Edition hardware and app ecosystem launch later this quarter as we engage the developer community with the tools to create amazing desktop augmented reality experiences that magically respond to objects and gestures,” says Gordon Meyer, Vice President of Marketing at Lampix.
In response to the new membership, the Association’s Global Executive Director, Kris Kolo, commented: “We welcome Lampix to our rapidly growing ecosystem and acknowledge their unique AR hardware/software solution that can enable next-gen user experiences.”
This is an important step ahead of our Lampix Developer Edition hardware and app ecosystem launch later this quarter as we engage the developer community with the tools to create amazing desktop augmented reality experiences that magically respond to objects and gestures.
Gordon Meyer
Vice President of Marketing
“We are excited to participate in the VR/AR Association and look forward to all of the opportunities that membership has to offer,” says Meyer.
For more information, please visit www.thevrara.com.
About the VR/AR Association
The VR/AR Association (VRARA) is an international organization designed to foster collaboration between innovative companies and people in the virtual reality and augmented reality ecosystem that accelerates growth, fosters research and education, helps develop industry standards, connects member organizations and promotes the services of member companies.
About Lampix
Lampix is an augmented reality smart projector and camera system that recognizes hands and objects to transform any existing horizontal surface into an interactive one. Lampix uses the power of computer vision combined with high definition video projection to provide a dazzling digital experience on a desk or tabletop. Lampix has engaged with enterprise clients ranging from Bloomberg to PwC to BMW and with large retail chains. In Fall 2016, Lampix was one of the winners chosen from hundreds of participants at Highway 1, the premier hardware startup accelerator competition. In 2017, Lampix won first place in the Augmented and Virtual Reality category at the South by Southwest (SXSW) Accelerator Pitch Event. Lampix was also named Best Augmented Reality Display of 2017 by Next Reality. To learn more, visit us at www.lampix.com
BC VR/AR Industry Joins International Tech Community at SXSW 2018
VRARA Vancouver and four local companies will represent BC's VR/AR industry at the annual South by Southwest (SXSW) interactive art, music, and technology conference March 9-13, 2018.
VRARA Vancouver and four local companies to represent BC VR/AR industry at annual interactive art and technology conference March 2018
Vancouver, BC - March 1, 2018, British Columbia Trade & Investment and the Vancouver Chapter of the VR/AR Association, in conjunction with The BC Tech Cube, have secured an exclusive booth space at prominent technology incubator, Capital Factory, during this year’s South By Southwest Conference (SXSW).
Located in the heart of Austin, Capital Factory is an exciting incubator and coworking space devoted to the promotion and development of technology startups. This 55,000 square-foot space focuses on highlighting new and emerging technology and in 2016 created the AR/VR Lab to provide people with the opportunity to learn about and experience VR/AR. Capital Factory is the nexus of tech innovation and investment in Austin and has been visited by tech leaders including Steve Case, Tim Draper, Ash Carter, Peter Thiel, and Eric Fanning.
SXSW is an internationally renowned interactive art, music, and technology conference which attracts thousands of attendees each year. During this time, Capital Factory becomes a hub for the international tech community and in 2017 hosted the AR/VR MegaLounge where more than 20 VR startups demoed their products to over 5,000 guests. The activation brought together developers and creators, investors, business leaders, government delegations, and foreign dignitaries from around the world to meet and greet with the presenting companies.
The VR/AR Association along with representatives from Finger Food, Motive.io, Archiact, and Momentus will run the booth from March 9 - 13. This initiative will give Vancouver VR/AR companies a central location for product demonstrations, meetings, and networking during the conference. The delegation will also host a panel conversation about the BC VR/AR industry on March 12, The Rise of VR/AR: Spotlight on British Columbia. The panel will showcase BC’s dynamic VR/AR ecosystem to international stakeholders and reaffirm Vancouver as a top destination for tech investment, opportunity, and development. Ryan Peterson (CEO, Finger Food), Anne-Marie Enns (Producer, VR/AR Global Summit/VRARA), Daniel Japiassu (CEO YDreams) and Eric Hine (VP, Archiact) will round out the panel.
“We are very excited to be at Capital Factory with the local chapter of the VR/AR Association and the support of the BC government through their Trade and Investment Representative office. This will provide our companies with a unique opportunity to share their knowledge, expertise, and business know-how at this year’s SXSW.” - Alan Goldman, Chair of the Cube Society
“We expanded our US Trade and Investment Representative office in San Francisco and the Silicon Valley to give BC’s vibrant and growing tech sector greater access to the U.S. market and to promote BC tech to prospective investors. This is a fantastic opportunity for BC’s world-class VR/AR companies to showcase their products to a global audience, reinforcing the province’s reputation as a leading jurisdiction in this sector.” – Bruce Ralston, B.C. Minister of Jobs, Trade and Technology
The Capital Factory initiative will bring renewed attention to BC’s immersive tech industry in the run-up to the VR/AR Global Summit. The summit will take place in Vancouver September 21-22 and brings together the most intriguing and innovative leaders in VR/AR/MR from around the world.
This activation opportunity also comes in the wake of new federal funding to support the continued growth of BC’s tech industry. The BC-industry led Canada’s Digital Technology Supercluster will share up to $950 million with four other superclusters as a result of the Canadian government’s Innovation Superclusters Initiative. The BC government recently appointed a new Innovation Commissioner to advocate for the BC tech sector in Ottawa and abroad, and support the sector through the BC Tech Fund, Venture Acceleration Program, and other programs.
“There has never been a better time for VR/AR in BC. We have more than 180 companies innovating here, a thriving startup culture, and the continued support of the federal and provincial government. We are thrilled to partner with the BC Tech Cube and the provincial government to showcase these innovative companies and our dynamic tech community to the world.” - Dan Burgar, VR/AR Association Vancouver Chapter President
VR/AR Association Vancouver Chapter (VRARA) represents the coming-together of brilliant minds across the VR/AR/MR ecosystem in Vancouver, from original content creators and creative distributors to innovative hardware companies and ambitious researchers. Vancouver is a national and international hub for technological innovation and the VRARA Vancouver chapter is dedicated to supporting and strengthening BC’s position as a global leader in immersive technology. VRARA Vancouver works across the globe with other VRARA chapters to provide members with world-wide reach and opportunities. For more information please visit www.thevrara.com/vancouver-chapter/ and find the VRARA Vancouver on Twitter, Facebook, and Instagram.
British Columbia Trade & Investment works with international enterprises to help them build strong links to the resources, skills, and businesses that make British Columbia an attractive place to work and invest. BC Trade & Invest creates and strengthens business contacts through industry-specific trade missions and helps international organizations discover how they can profit from BC’s world-class goods and services in leading industries including technology and digital media. For more information please visit www.britishcolumbia.ca.
BC Tech Cube is a 6,000 square-foot co-working space dedicated to the growth of AR/VR/MR companies and serves as a platform for the community to connect, collaborate, and learn from one another. Supporting early stage entrepreneurs and corporate innovators, members have access to the latest tech gear, business-building workshops, mentorship and technical training programs, industry events, and access to investors, customers, and talent. The BC Tech Cube is home to the innovators who are pushing the immersive tech sector forward and putting BC on the map as a global leader in AR/VR/MR. For more information please visit www.wearebctech.com/memberships/the-cube/.
Dan Burgar, President, VR/AR Association Vancouver
604.880.8983
Alan Goldman, Chair of the ‘Cube Society’
604.649.2486
VRARA Portugal news: Associação vai calcular quanto vale ecossistema RV/RA
For more info email luis@thevrara.com or see Portugal Chapter page here
O mercado nacional de realidade aumentada e virtual é composta por, pelo menos, 39 empresas. O capítulo português da VRARA vai calcular o valor global de negócio a partir de Março.
O capítulo português da associação realidade virtual e realidade aumentada (Virtual Reality and Augmented Reality Association – VRARA) apresentou, em Lisboa, o mapa das empresas que operam na área em Portugal.
Segundo o levantamento do capítulo português, são 39 empresas que se destacam pela “qualidade do trabalho publicado” e que “têm tudo para se destacarem internacionalmente e para receber mais e melhores projectos, clientes e investimento nesta área”, explica Luís Martins, co-presidente do capítulo de Lisboa da VRARA.
O objectivo deste levantamento e da realização do mapa do ecossistema do sector (na imagem), é “começar a comunicar com investidores estrangeiros que Portugal tem capacidade para albergar centros de competências nesta área, porque temos bastante talento nesta área”, explica o mesmo representante.
O próximo desafio do capítulo nacional é avaliar quanto vale o mercado da realidade virtual/aumentada em Portugal, estando prevista a realização de um estudo durante os meses de Março e Abril, assinalou Luís Martins.
Ecossistema português das realidades virtual e aumentada.
Na reunião da semana passada a associação propôs-se replicar a nível nacional o modelo de ecossistema de Vancouver, distribuindo as empresas pelos diferentes segmentos: conteúdos; ferramentas e soluções; educação; jogos; comunidade e hardware.
A VRARA é a associação global de profissionais de realidade virtual e realidade aumentada que “visa criar uma comunidade global de membros através de capítulos locais”, explica Luís Martins. Actualmente existem 52 capítulos em 26 países, incluindo o capítulo português criado em Setembro de 2017.
O capítulo português conta com cinco membros e tem como estratégia “promover o talento português internacionalmente, por forma a gerar oportunidades internacionais para os membros da associação”. Globalmente, a associação de origem norte-americana existe há três ano e conta com mais de 4000 associados incluindo a Nestle e a Epson.
Join VRARA SF at XD Immersive (May 3-4)
VRARA members, contact us for a discount code to attend
VRARA SF has partnered with the XD Immersive conference, taking place in San Francisco May 3-4. That means lots of things but most of all it means that VRARA members get a deep discount (35%) on early bird tickets (contact us for discount code).
XD Immersive is part of a new event series from UX Strat. Focused on UX design, and management, it will zero in on a range of business cases in the XR world. And to do that, it has assembled A-list speakers from Google, Samsung, Microsoft, IBM, frog design, Meta, Intel, Beast, Immersion, and many more.
Join us on May 3-4 in the ultra-modern bespoke venue on Market Street. More about the event can be seen here, and we hope to see you there.
VRARA members, contact us for a discount code to attend.
Bay Area: An Evening Out with VRARA and Tom Emrich
Register here, VRARA members are invited to a dinner that immediately follows drinks & networking.
VRARA SF is assembling on March 7th for a social evening out with SF's VR/AR community. Join us at the hip and game-filled Coin-Op for happy-hour drinks, food and networking with SF's biggest XR influencers. We'll even have Ready Player One-themed prizes and trivia.
Our celebrity guest is Super Ventures' Tom Emrich (bio below). We're lucky enough to have him along to mingle with us and share ideas and stories. We're taking over a section of the venue including a (no host) bar and we'll provide light fare and giveaways. Coin-Op also has happy hour drink prices from 4-7. More information and registration can be found here.
Following the networking and cocktail hour is a (no host) dinner with Tom for VR/AR Association members at 7:30. If you'd like to join us for dinner, please RSVP with that designation by 3/05. If you'd like to become a member, contact us.
OUR GUEST OF HONOR: TOM EMRICH
Sometimes called the “man from the future” Tom Emrich is a leading voice in augmented reality, virtual reality and wearable tech. He is committed to driving adoption and innovation in technology which is augmenting the human experience.
Tom is an active investor and founding partner at Super Ventures, the first fund dedicated to augmented reality. He is also a community builder having grown a community of over 250,000 professionals dedicated to augmented reality, virtual reality & wearable technology through We Are Wearables, the largest wearable tech community in the world and AWE (Augmented World Expo) the world's #1 AR+VR conference and expo with annual dates in the USA, China and Europe.
Tom has been recognized as a top global influencer for AR, VR and wearables and has presented talks at major conferences such as TEDx, SXSW, TechCrunch Disrupt SF, CVR, WT Conference, Wearable Technology Show, TOM*FW, and FITC. He regularly appears in the media as a futurist and expert including The New York Times, Huffington Post, Space Channel, CNN, BBC, CBC, Readers Digest, Globe and Mail and FASHION magazine.
Tom's passion for this space is driven by his belief that wearable tech plays a critical role in our human evolution. See more on Tom's website.
Register here, VRARA members are invited to a dinner that immediately follows drinks & networking.
VR & AR in Retail - Examples of Use Cases & Solutions
VR experts Spinview follow the mantra 'don't do VR for VR's sake' and focus on providing great business results for retailers looking to transform the consumer experience. Their in-situ environments and cutting-edge eye-tracking research gives deep analysis in a cost-effective way that has already won awards.
“‘Our VR and AR technology uses visual insights to enable brands to understand how their customers make decisions and how to influence them. We drive results that are both more accurate and cost-effective than real-world research - and we are really only at the start of the journey.’”
Co-Authors: Kris Kolo, Nathan Pettyjohn, Jordan Bloomingdale, Barry Hoffman, Danny Gordon, John Wright
Participate in our Retail Committee
Retail is making shopping and buying easier and more fun again. For some shoppers and products alike, the full product view is really needed. Below are examples of what our Members are up to.
For the in-store experience, retailers can now leverage InContext Solutions VR simulations that let executives test store campaigns and displays with analysis and feedback from the program. This could be a game changer for high volume stores, potentially making every customer a conversion. In one example, the results showed improved KPIs: 7% increase in category sales 14% increase in private label sales; 5% increase in units per buyer; Customer ROI: $920K in incremental sales and $275K in category margin for the retailer.
In another InContext example, by referencing the sales and shopper impact data collected from Indicators, the executive team made a speedy decision about which signage strategy would meet their goals. The results showed Units per buyer and sales for key center of store categories increased within the first 12 weeks following the signage campaign implementation. Over time, the client attributed a Y1 topline increase of $1m to this campaign.
On the product side, Aisle411 3D product cloud enables 3D scanning of consumer products tailored with brand information for the full turnkey needs of a product. The 3D Product Cloud system reduces the time of creating 3D models by an average of 65-70%. Brands can easily give access to their 3D product models to app developer partners, marketing agency partners, and retail partners; for use in VR/AR commerce apps and websites. 90% of users prefer augmented reality navigation and experiences over 2D mobile app experiences.
In another example of aislle level AR, Blue Visual Effects, have been working with the Good Neighbor Pharmacy Franchise to create a fully integrated augmented store package. This includes building deeper messages via AR in all in-store signage, having AR pharmacy hosts that direct consumers to specific departments within the store, co-branded Augmented products with shelf talker callouts and instant coupon delivery based on AR actuation.
On the lighter side, Strata’s Nu Skin’s Lumi Spa app lets users use a facial massager via AR to see how the product would work. The goal of being to engage customers and provide some entertainment for social sharing.
For Audi, ZeroLight undertakes a range of projects using cutting edge display devices and techniques; it’s virtual reality experience allows users to walk around to explore the car, utilising the large "play area" of the HTC Vive. The user digitally interacts with a fully configurable 5 million polygon car with advanced lighting and effects at 90Hz with sub 20ms latency. Such high performance from the hardware is made possible by ZeroLight's highly optimised visualization solution and means a sickness-free experience for the customer.
With UrCommerce AR solution, users can view products in 3D from their mobile device. For example, they are working with the company ColorMods LLC ; using Augmented Reality to revamp their advertising initiatives, both in print and on their website. They are building out 3D models of the computers that they sell so that customers can visualize them on their phones or tablets. The company also creates posters that enable AR to showcase a product; and even allows users who like the product to purchase via in app link.
Rounding out the promising marriage between retail and AR is Auredi, an augmented reality dining platform, which combines both an in-restaurant and social experience for restaurants and patrons to utilize 3D models of dishes on mobile devices. The company has already signed up several Los Angeles restaurants in a private beta, with customers currently exploring and enjoying all the innovative features the platform offers.
See more use case and case studies here
Participate in our Retail Committee
California Newspaper, Ledger, Brings its Pages to Life with Augmented Reality Thanks to Strata
Northern California Newspaper, Ledger Dispatch, Brings its Pages to Life
Augmented Reality Technology Aims to Reinvigorate Newspapers' Revenue while Delighting Readers
JACKSON, Calif., Feb. 13, 2018 /PRNewswire/ -- In a dramatic move that promises to reinvigorate newspapers' revenues while delighting their readers, a Northern California paper is harnessing augmented reality technology to bring its pages to life.
The groundbreaking Interactive News initiative by the Ledger Dispatch allows readers to use their smartphones to "see" trigger images in the newspaper and access a deeper level of content. After downloading an app, readers simply hold their Android or iPhone device over photos or blocks of text to launch the interactive experience.
"With this tool, readers can use their newspaper as a launch pad to watch movie trailers, read the local crime log, shop for a new car, view the last few minutes of a high school basketball game, or just explore different dimensions of a news story," said Jack Mitchell, publisher of the Ledger Dispatch, a twice-weekly paper based in the Sierra Nevada foothills.
"The possibilities are endless. With just a smartphone, the traditional newspaper becomes a 21st Century interactive experience," said Mitchell.
Unlike virtual reality, augmented reality, or AR, does not require the use of special glasses, computers, or other accessories. Its power lies in the ability to overlay digital imagery on a person's view of the real world, using a smartphone.
"This is a great technological tool for consumers because it's easy to use and works on everyone's smartphone," said John Wright, chief executive officer of Strata, a Utah-based developer of some of the first AR platforms and the exclusive development partner for Interactive News. "It turns the newspaper into a portal for accessing limitless opportunities in a reader's local community and beyond."
AR is perhaps best known for its 2016 application in the wildly popular Pokémon Go game. But the technology is rapidly gaining steam in mainstream business applications as well, and some analysts predict it will drive a $20-billion market by 2020. Nissan recently launched an AR experience that lets shoppers view cars through a device that delivers guided tours of automobile features by Star Wars droids and Stormtroopers.
With that application, however, consumers need to visit a showroom. With Interactive News, users can enjoy AR while eating oatmeal and reading the paper at their own breakfast table.
The Ledger Dispatch project is believed to be the first to use AR to enhance a newspaper. And while the paper – with a circulation of 6,000 and a staff of 12 – may seem a bit small for a meaningful demonstration project, its owners hope to spread the technology to others in the struggling newspaper industry.
Mitchell said the technology holds tremendous appeal for advertisers, whose steady abandonment of newspapers has sent industry revenues plummeting. With AR, businesses can layer video, audio and other features behind an advertisement in the pages of the paper, enhancing their ability to woo customers.
"We believe newspapers are the glue that holds communities together, and we know they are struggling to remain solvent and relevant in the digital world," said Rich Hoffman, chief executive officer of the Jackson Rancheria Band of Miwuk Indians, which owns the Ledger Dispatch. "We think the AR experience can help newspapers win back readers, and we want to make this technology accessible to them on a wide scale."
"Readers today are looking for more, and newspapers are trying everything to reinvent themselves," said Adam Dalton, chairman of the Jackson Rancheria Band. "AR could be a game-changer for this industry, and we are all in to make that happen."
On Friday (2/9/18), Mitchell formally launched the AR technology in the pages of the Ledger Dispatch, which covers Amador and Calaveras counties, the heart of California's famed Gold Country. The launch generated an overwhelmingly enthusiastic response from readers.
One example: by holding a phone over the acorn symbol on the paper's front-page masthead, readers can hear an audio round-up of news from the day. Another example: by holding a phone over an ad for a local pub, you can hear a tune played by its featured musical act.
"Newspapers are my lifelong passion, and I am very optimistic about where this technology can take us as an industry," Mitchell said. "How optimistic? For the first time in ages, we're hiring."
Mitchell plans to make a formal presentation to the California News Publishers Association later this month, but the technology is available now at www.InteractiveNews.live.
Ledger Dispatch
The Ledger Dispatch is a twice weekly, locally owned and operated, full-service newspaper that strives to innovate on behalf the consumer. Serving Amador and Calaveras Counties in California, the Ledger Dispatch most recently integrated augmented reality into its digital platforms, becoming first newspaper to do so. The Jackson Rancheria Band of Miwuk Indians purchased the Ledger Dispatch in 2016.
Jackson Rancheria Band of Miwuk Indians
The Jackson Rancheria Band of Miwuk Indians is a federally recognized Indian tribe that owns and operates Jackson Rancheria Casino Resort, located in the Sierra foothills town of Jackson, California. A sovereign government, the Rancheria is dedicated to developing projects that not only enhance the tribe's ability to remain self-reliant, but also reflect a commitment to be a good neighbor. Most recently, the Rancheria acquired the Ledger Dispatch newspaper as a part of their continued support of the community.
Strata
Strata (Strata Mixed Reality Inc.) is an award-winning leader in 3D, VR and AR technologies and applications. The Strata AR platform brings the power of augmented reality to non-technical users for markets and industries as varied as newspapers, utilities and retail. "Strata" is a registered trademark of Strata Mixed Reality Inc. Learn more about Strata at www.strata.com.
Contact: Doug Elmets
(916) 329-9180
The VR AR Ecosystem in Portugal. O ecossistema de realidade virtual e aumentada em Portugal não é uma miragem
By Luís Martins, VRARA Portugal Chapter
We have 23 VR/AR agencies, games and content studios + 16 consultancies specialist tool developers (Ad management, BI on VR, CMS for VR/AR, outsourcing). We're talking about 39 companies contributing directly to our ecosystem, along with several communities, universities and training centers paving the way for talents growth. We have the skills, we have the challenges, we're inviting investors and large companies to test our ecosystem's effectiveness! I do believe Portugal can host nearshore development centers for any brand interested in these areas!
Já há mais de 30 empresas a trabalhar (com sucesso) nas áreas da realidade virtual, realidade aumentada e realidade misturada em Portugal. A associação VRARA fez um mapa e Luis Martins garante que há muitos projetos para divulgar.
Quando se fala em realidade aumentada a maioria das pessoas lembram-se do Pokémon Go, o jogo que rapidamente se tornou um sucesso e obteve o recorde de se tornar a app mais descarregada do Mundo. Aqui a realidade aumentada servia para apontar o smartphone e usar a câmara para reconhecer a localização dos Pokémons a capturar, mas a tecnologia pode fazer muito mais, e não faltam bons exemplos disso mesmo. Em Portugal também.
O mapa que a representação portuguesa da VRARA – Virtual Reality & Augmented Reality Association apresentou ontem mostra um ecossistema em crescimento, já com cerca de 30 empresas, que estão classificadas por atividade. “Com esta iniciativa podemos verificar que existem muitas empresas, num ecossistema que integra universidades, centros de formação e que já dinamiza vários eventos”, explicou ao SAPO TEK Luis Bravo Martins, co-presidente do Lisbon Chapter da VRARA.
É uma realidade que está a crescer e que ainda tem pouca visibilidade. “Sabemos uns dos outros, e vamos conhecendo alguns projetos, mas são desconhecidos da maioria das pessoas. Funciona muito em circuito fechado”, refere, admitindo que esta é uma situação que a associação quer mudar.
“Acredito que, com este mapa, podemos comunicar a investidores estrangeiros que Portugal tem capacidade para albergar Centros de Competências nesta área. Neste momento já temos bastante talento e experiência VR/AR nacional, como o mapa o provará”, sublinha.
A associação VRARA existe em 26 países e tem 52 chapters, que são no fundo “delegações” locais que trabalham em estreita ligação com as suas congéneres, através do Slack, e que desenvolvem iniciativas globais e grupos de trabalho focados em temas específicos.
Este mapa mostra as 23 empresas que trabalham conteúdo VR/AR, e que são especialistas em criar experiências, jogos ou suportes de comunicação específicos para VR/AR em Portugal, tanto em B2B como B2C. Juntam-se a essas 16 empresas que criaram ferramentas especificas para o ecossistema, como gestores de experiências, visualizadores de Business Intelligence, plataformas de publicidade em VR ou integradores de tecnologias. No total são 39 empresas que contribuem diretamente para este ecossistema, coadjuvadas por 3 comunidades, 3 espaços de Arcade VR, 3 universidades e 3 centros de formação que começam a trabalhar nesta área, como explica Luís Martins.
Um dos objetivos em Portugal é mostrar que este ecossistema está a crescer e que existe talento, competências tecnológicas e condições que rivalizam com outros países para o desenvolvimento de projetos nesta área. “Temos outras características, como o facto de estarmos na Europa, que contribuem diretamente para acolher investidores que queiram apostar nesta área”, justifica Luis Martins.
O próximo passo que a associação quer dar é realizar um estudo sobre a dimensão deste ecossistema que já existe, calculando valores de volume de negócios e número de profissionais envolvidos. Luis Martins admite que não sabem nem têm uma estimativa fiável sobre estes números que permitirão apurar a real dimensão deste mercado.
Tecnologia à procura de massificação
A tecnologia de realidade aumentada, realidade virtual e de realidade misturada, que conjuga as valências das duas, já não está propriamente na infância mas tem tido alguma dificuldade em massificar. O número de projetos está a crescer, com vários casos interessantes no mercado empresarial, e no lado do consumo são os equipamentos como o iPhone X, e iniciativas de grandes marcas como a Samsung, Google e Microsoft que ajudam a criar conhecimento no público não especializado.
“Esta era uma área que era geek e passou a ser mais comum. Ainda não é mainstream mas vai ser”, explica, reforçando a ideia de que a utilização da RA e RV nos smartphones tem um papel importante, que também os dispositivos como os Oculus e os Hololens da Microsoft, ou a PlayStation VR, ajudam a impulsionar.
Entusiasta confesso da tecnologia há vários anos, Luis Martins não tem também dificuldade em referir os obstáculos a uma maior massificação. “Não é ainda fácil criar dinâmicas para o consumidor final porque nem todos têm os dispositivos para interpretar a tecnologia da melhor forma”, admite. No mundo Apple o iOS oferece uma experiência mais harmonizada mas há muitos utilizadores de Android sem acesso às mesmas funcionalidades que chegam já aos equipamentos de todo de gama de algumas marcas como a Samsung ou a Asus.
Faltam também desenvolvimentos nos interfaces, que têm de ser fáceis e uma aposta no desenvolvimento de conteúdos que tirem partido deste hardware e dos kits existentes. E que exige muito trabalho de localização e investimento.
Luis Martins garante que o mercado empresarial está a mostrar muita dinâmica e que em Portugal há variadíssimos projetos com empresas de grande dimensão e de sectores mais tradicionais. E cita os CTT, a EDP e a Revigrés como exemplos.
“Tendo em conta as tendências, estamos a explorar oportunidades e com certeza nos próximos tempos há muita coisa que vai mudar”, antecipa.
Reserve your spot now for the First Summit about Immersive Technologies in Venice happening March 22-23
For more info email info@eicsummit.com
The first summit about Immersive Technologies in Venice - March 22-23
We have discounted passes and exhibit discounts for VRARA Members.
EICS Summit is 2 days of conferences on XR technologies, innovation and creativity.
Keynotes, speeches and networking inside the charming Venice Casino. 16 top speakers from the worlds of "Architecture, Art and Design", "Entertainment", "Healthcare" and "Industry 4.0". EICS Summit is not a fair and not a show. This is not another gaming event, here we approach business. EICS is built up and studied to involve the most important companies, professionals and investors working on new technologies.
Conference website here
For more info email info@eicsummit.com
The Transformation Of Retail Shopping With Augmented Reality
Join our Retail Industry Committee here
Technology is helping retail make shopping fun again. Shoppers no longer have to visit brick-and-mortar stores and peruse for neon "open" signs. Now your smartphone can function as a personal computer and you can have access to a digital shopping cart and register with just a few simple clicks. For the most part, retailers have done an adequate job of adapting an omniexperience model for their customers, but something was still missing. However, this changed when augmented reality (AR) arrived on the scene.
Apple (ARKit) and Google (ARCore) are facilitating this change by embedding AR technology into their respective smartphones to allow developers -- and by extension, retailers and marketers -- to create incredible AR experiences. In fact, Digital Bridge shows that 74% of consumers now expect retailers to offer some type of AR experience. AR is set to reconnect physical and digital retail.
This includes building deeper messages via AR in all in-store signage, having AR hosts that direct consumers to specific departments within a store, co-branded augmented products with shelf-talker callouts and instant coupon delivery based on AR actuation.
As far as applications go, Overstock.com updated its iOS app to allow users to view its products via augmented reality thanks to Apple's ARKit. (Full Disclosure: Overstock.com and AkzoNobel are VR/AR Association members.) This feature allows users to actually see what certain pieces of furniture might look like in their own homes or offices, much like the IKEA application. Thanks to AR, which uses visual search or image recognition, it's making it much easier for consumers to find exactly what they are looking for instead of doing traditional Google Searches. The technology also encourages customers to test the app out and pull the trigger on purchases. According to Amit Goyal, SVP of product and engineering at Overstock.com, the company has seen an increase in adoption and conversion. "The major win is the increased customer engagement in the app."
As every new technology, AR is primarily being used by the innovators and those who are ahead of the curve. But even struggling retailer Toys R Us, a company I used to work for, has tapped into the potential of AR to bring back fun and excitement into it stores and woo shoppers. Based on 2016 data, the vast majority of Toys R Us' revenue is still generated it its stores, so in-store experiences that drive foot traffic and are in line with customer expectations are essential. Although it's doubtful that Toys R Us' AR experiences will ever reach the popularity of something like Pokemon Go, the company made a smart move in creating several next-gen AR experiences for your smartphone and tablet that can be only activated in the store, making the landmark retailer a fun destination.
AkzoNobel, a Dutch company that creates paints, launched an AR app called the Visualizer, which has been downloaded 18 million times globally. The app is a great example of how AR technology can solve a specific use case. Choosing the right paint color for a room in your house can be stressful because it's hard to envision what the room will look like once it's completely painted. In order to help give you confidence in your color selection, the app allows users to see what a room could look like in a variety of different colors in real time -- all before any paint is applied to the wall.
AR solutions are not out-of-reach solutions in the retail space -- they are real, and consumers love them. In fact, 69% of customers expect to have access to AR apps from the stores they love to shop at over the next six months. The more users feel connected with the product in AR, the easier it is for them to purchase items and share fun content with friends and family online.
Join our Retail Industry Committee here
Recap of VR & AR at InfoComm MEA Summit. Immersive World organized by the VR/AR Association
Innovative VR Mall showcased at the iconic forum in Dubai
Dubai, UAE, February 19, 2018: NDigitec, the leading UAE-based innovative creative media production company, was in the epicenter of discussions at InfoComm MEA 2017 Summit in Dubai, showcasing its expertise in the Augmented Reality and Virtual Reality.At the Summit, NDigitec was in the list of participants of the Immersive World organized by VR/AR Association [VRARA].
NDigitec Head of Development Department Victor Danielyan and Head of Content Creation Eyad Arabi presented the company's VR/AR technologies as well as expertise and how they are changing the face of the industry.
This participation assumes added significance as the VR/ AR industry is expected to be worth $6 billion in Middle East and North Africa region by 2020 and $143.3 billion globally. Mr. Danielyan and Mr.Arabi also presented a keynote speech titled 'Immersive Reality in Daily Lives focused on elements of virtual environments and the ways immersive reality improves day-to-day lives.
At the Summit, NDigitec also presented its innovative product - VR Mall, which is one of the most innovative ways of e-commerce available in the market. Moreover, the company presented its AR project for Feadship, one of the world leading producers of super yachts in the region, and the VR walkthrough for the Kempinski Hotel in Palm Jumeirah, Dubai.
Victor Danielyan, NDigitec Head of Development Department, said: 'The AR/ VR community is closely communicating with each other and NDigitec is one of the frontiers of that community in the UAE. The InfoComm Summit gave the company a unique platform to reinforce its knowledge and technologies in the AR/VR fields. The preview of the VR Mall, which is going to be launched for the broader audience soon, was aimed at giving attendees a snapshot of the future.
Eyad Arabi, NDigitec Head of Content Creation, said: 'The importance of valuing Immersive Reality technologies as an inseparable part of our daily lives cannot be understated. NDigitec VR/ AR projects have huge significance in the ensuing fast and efficient development of this field in UAE.
NDigitec AR/VR production unit works seamlessly with its digital printing competency to produce customized eco-friendly VR gears. The company also organizes a quarterly AR/VR symposium where it gathers key industry experts to discuss the new trends in the market to help ideate the best AR/VR services and solutions.
Recap of our VR AR Online Conference: 75 Speakers, 9 Tracks, 10000 Viewers
Watch the recording of the online conference here
Thank you to everyone for making our VR AR Online Conference a success! We had 75 Speakers and over 10000 views. Our Industry Committees presented 9 tracks including: AEC, Education, Enterprise, LBE Arcades, Marketing & Advertising, Retail, Storytelling, Training, and WebVR.
Special thanks to our Sponsors:
You Are Here - an immersive experience lab that helps agencies and brands engage customers with a strategic mix of innovation technologies for events, marketing, and training all over the world.
Atheer - AiR Enterprise is the award winning AR software platform for industrial enterprises.
ThirdEye Gen - Our X1 Smart Glasses™ represents the latest in powerful AR smart glasses technology .
PTC - a global software company that delivers a technology platform and solutions to help companies design, manufacture, operate, and service things for a smart, connected world.
Kaon Interactive - a provider of interactive 3D marketing applications that help B2B marketers and salespeople demonstrate and differentiate products anywhere, anytime, on any device.
Vuze - the world's leading VR Camera developed by Humaneyes
Marks & Clerk - Patent Attorneys, Trade Mark Attorneys, Lawyers, Consultants.
aisle411 - We create the WOW factor for your customers by adding Augmented Reality to your venue.
Order 66 Labs
SecondMuse - We are an innovation agency designed to tackle complex problems.
Watch the recording of the online conference here
$1.4B in Funding! The VR/AR Global Summit is happening in Vancouver & the Tech Industry here is to Receive $1.4B; Initial Funding Allocated to VR AR
Reserve your spot at the VR/AR Global Summit here
By Kate Wilson (source)
The funding will initially be allocated to ventures in health, natural resources, and industry. Those projects will draw on Vancouver and B.C.’s expertise in data gathering and quantum computing, and create visualizations using VR and AR.
British Columbia’s tech industry is about to get a huge injection of funding.
Today, Minister Navdeep Bains announced that the Digital Technology Supercluster, led by B.C., will receive a substantial grant from the Government of Canada’s Innovation Supercluster Initiative.
The Innovation Supercluster Initiative is a scheme designed to create up to five superclusters—geographic areas with interconnected businesses and suppliers—around the country. Superclusters are often centres of innovation, and its members can compete more efficiently with national and global companies. The Innovation Supercluster Initiative was created to stimulate the country’s economy and ensure the growth of its chosen regions.
The Digital Technology Supercluster, B.C.’s proposal, will receive $1.4 billion over 10 years. That money will fund 100 collaborative projects, create 50,000 jobs, and inspire a projected $15 billion in GDP growth.
"It is an exciting and historic time for innovation in Canada,” says Bill Tam, co-chair of Canada's Digital Technology Supercluster consortium. “The Digital Technology Supercluster is a generational opportunity—one that holds significant promise for companies in B.C. and across Canada. Now the important work begins.”
The funding will initially be allocated to ventures in health, natural resources, and industry. Those projects will draw on Vancouver and B.C.’s expertise in data gathering and quantum computing, and create visualizations using virtual reality (VR) and augmented reality (AR).
Three of the 100 schemes already earmarked for funding include:
• a secure, anonymous Health and Genomic Platform: this will build the systems required to allow medical specialists to create custom, leading-edge cancer treatments that are personalized to the unique genetic makeup of each patient.
• an Earth Data Store: this project will facilitate and improve data collection, sharing, and visualization in the resource sector. It will enhance how information about resource projects is shared between project proponents, Indigenous Peoples, governments, and communities.
• a Digital Learning Factory: this venture will help facilitate the development of virtual environments that enable design, rapid experimentation, and testing of cost-saving approaches to address the most significant challenges in modern manufacturing.
The cash injection will allow Metro Vancouver’s startups and medium-sized businesses the opportunity to compete globally, and expand the productivity and reach of its larger international firms.
"The Canadian Digital Technology Supercluster is a powerful example of what we can achieve together as we build a globally-recognized technology hub along the Cascadia Innovation Corridor,” says Brad Smith, president of Microsoft, in a statement. “The economic growth to be generated by the British Columbia-born consortium is a testament to how emerging technology will create new industries and jobs. Bravo to the Canadian Federal Government for making this bold investment in the future of Canada's fastest-growing tech sector.”
VRARA Netherlands Chapter Launch Event
The VR/AR Association finally comes to the Netherlands !
This is a call to all lovers of virtual, augmented and mixed realities in Amsterdam and the Netherlands in general to join us at this launch event.
We are thrilled to welcome you at Ordina, one of our founding members.
We are putting together an exciting program for you where...
you will discover what the Dutch chapter of the association intends and does
you will hear insightful case studies in VR / AR / MR
you will network with our local VR / AR / MR community
you will have a chance to play with some material and demos :-)
VR/AR are all about experiences. At VRARA, we want to make sure you have an opportunity to discover with your own eyes what it has to offer… and what our partners & friends in particular have created.
For our launch event, the Play Zone will be awesome:
Demo of the Dutch Navy VR experience (provided by Ordina)
2 Hololens devices on display (provided by Ordina)
Game corner with PS4 & VR headset (provided by AkzoNobel)
Rovr, geographic virtual simulation (provided by VROwl)
Demo of Dutch Railways VR experience (provided by DigitasLBi)
Amazon is adding second Vancouver office and the VR/AR Global Summit is taking place in Vancouver
Reserve your spot at the VR/AR Global Summit in Vancouver here
Vancouver’s technology sector has grown leaps and bounds over the past decade and today stands toe-to-toe with legendary centers of innovation like Silicon Valley and Seattle. In short, we’re on the cusp of a VR/AR explosion, and Vancouver is a major player.
Amazon got Canadians excited by announcing it’s opening a second corporate office in Vancouver — and planning to double its staff headcount in the city, adding 1,000 additional jobs by 2020. In fact, BC is Canada’s leading tech hub with the fastest growing technology sector in the country, which employs upwards of 150,000 people. This development is thanks in large part to the rise of VR and AR. So far, VR/AR enterprise has created 17,000 jobs and driven more than $2.3-billion in revenue for the province.
So, in addition to Amazon's growing presence in Vancouver, here are more reasons why come to the VR/AR Global Summit in Vancouver:
Reserve your spot at the VR/AR Global Summit in Vancouver here