virtual reality and mixed reality

Elisabeth AlidouISCOM Paris 03/06/2016

360° VIDEO & VIRTUAL REALITY

VR EVOLUTION

1

2

34

Entertainment phase (Oculus Rift, Playstation)

(1950/60) The Sensorama /‘Headsight’

US Air Force and NASA Ames for military training

Reaching the “average” consumer

THE FAVORING FACTORS OF THE NEW VR TREND

TECHNOLOGY MAPPING

Newness creates a buzz effect

A powerful way to connect emotionally to consumers

Meaningful content that initiates a long

term relationship

WHY USE IT ?

WATCH FOR OPPORTUNITIESCROSS MEDIAGRAPHENE

8K, 5G & WEB GL

MIXED REALITY…… DREAMING IN THE

REAL WORLD

INTRODUCTION

WHAT IS MIXED REALITY ?

VR AR MR

digital environments that shut out the

real worlddigital content on

top of the real worlddigital content that interact with your

real world

Meta Hololens Magic Leap

THREE MAIN ACTORS

“illusion of depth created by beam-spitting tech to reflect light into users’ eyes”

“three-dimensional, water like component that manage the flow of photons that ultimately create a digital light-field signal”

Source: Wired

INDUSTRIES

“Providing devices with the ability to perceive the world, breaking down the barriers between virtual and physical reality”

Terry Myerson, Microsoft EVP

CONSUMER BEHAVIOR

'MIXED REALITY' BRINGS MARS TO EARTH

Measure distances and teleport from

place to place

CASE STUDY N.1: NASA PROTOSPACE

Imaging data captured

from the Curiosity rover creating a detailed view of

Mars

Talk to a NASA

researcher, flagging in your view exactly

what he discusses

MICROSOFT HOLOLENS AND THE NFL LOOK INTO THE FUTURE OF FOOTBALL

View the field from all angles

without the need to look at another

screen

CASE STUDY N.2:THE NFL

Extended beyond your TV

screen, with displays, player stats and

replays

Favorite players can be brought to life through high-definition, 3D

displays

Collaborate

BENEFITS OF THIS TECHNOLOGY

Save costs

Visualize

Digital Advertising

Agencies need a dedicated Think

Tank

NEW DECADE IN DIGITAL ADVERTISING

Free, limited radius Wifi Access point and router

DRM can be used to protect content,

and increase stickiness of people

visiting the outdoor

CONCLUSION

SOURCES• http://www.orlandosentinel.com/business/technology/os-ucf-augmented-reality-work-20160509-

story.html Local research tackles mixed reality for business, training • https://www.digitalbodies.net/augmented-reality/whats-inside-microsoft-hololens/ What’s Inside

Microsoft HoloLens? • http://www.orlandosentinel.com/business/technology/os-ucf-augmented-reality-work-20160509-

story.html Local research tackles mixed reality for business, training • http://www.wired.com/2016/04/magic-leap-vr/ The Untold Story of Magic Leap, the World’s Most

Secretive Startup • http://www.engadget.com/2016/04/19/magic-leap-reveals-more-about-its-mixed-reality-tech/

Magic Leap reveals more about its 'mixed reality' tech • http://uploadvr.com/hands-nasas-mixed-reality-hololens-tools/ Hands-On With NASA’s Mixed

Reality HoloLens Tools

• http://www.theverge.com/2016/4/19/11459498/five-burning-questions-about-magic-leap-after-wireds-huge-profile Five burning questions about Magic Leap after Wired's huge profile

• https://www.youtube.com/watch?v=yumCpRXouFw CBS Magic Leap Software developers kit. Biggest thing happening in Silicon Valley, everyone is in this game

• https://www.youtube.com/watch?v=BLkFWq_ipCc The Untold Story of Magic Leap, the World's Most Secretive Startup

• https://www.youtube.com/watch?time_continue=1&v=A2y12s7FHxA AR, VR, MR