In the mid-1980s, VR appeared on the cover of Scientific American magazine. But the good times did not last long. With the prevalence of the Internet, the excellent picture quality on the TV screen quickly exceeded the VR picture at that time.
But there is a young man who is a loyal fan of the VR movie "Cutting Man" and has always been interested in VR. He is the founder of Oculus Rift, Palmer Raj. In 2015, Raje climbed onto the cover of the "Times" magazine, causing VR to once again attract the attention of the global technology market. HTC, IBM, Apple, Facebook, AMD and Sony have all joined the VR tide.
After Facebook acquired the Oculus for $2.1 billion, it acquired another 11 AR/VR companies to further demonstrate its position: AR and VR will become the next generation of new technology frontiers.
More importantly, it will reconsider and define the success criteria of digital technology - not only how many people can use it, but also how to calculate user participation, and how to achieve user satisfaction and happiness.
A major change is taking place, that is, mobile computing is changing to immersive computing, and we are now in this vortex. Last year, the third wave of enhanced and virtual reality (ie, AR and VR) devices was introduced. AR and VR represent the immersive technology poles, which will replace mobile computing technology. The large investments and acquisitions by technology giants also indicate that these technologies will be further integrated with our current platforms for content consumption.
Goldman Sachs Group recently predicted that AR and VR are expected to develop into a $95 billion market by 2025. The strongest demand for these technologies comes from the creative economy industry - games, audio and video entertainment and retail, and will gradually be widely used in health care, education, military and real estate.
2016-2025 VR/AR Industry Growth Forecast | Left; Decline of Traditional Creative Industries | Right
Creative content and experience content have changed from observation to immersive experienceAR and VR will be a new kind of creative media. Drue Kataoka, a Japanese artist and technologist, said that "the artist's dream is to create a colorful world pixel by pixel." This shows that linear devices are very likely to Instead, replaced by new technology to describe the world with expanding concentric circles, providing an unprecedented immersive experience. This point is very subversive: users no longer use the form of reading to understand the content, but into the center of an ever-expanding virtual world, this is the nature of this technology "immersive".
Eugene Zhong, founder and CEO of Penrose Studios, said: "Since 1896, our media has been the same flat screen, and VR/AR uniquely provides an immersive feeling and immersion. Experience, this is a new art form and experience."
Reduce production costs for creative activitiesA design company can help customers in the aerospace industry save $50,000 in costs because they use virtual reality prototypes to reduce the cycle time for prototypes of two manufacturing entities, thereby reducing the time spent customizing samples. The widespread use of virtual prototypes will reduce the number of prototypes needed by companies. These prototypes are often expensive, and they also greatly reduce the time between concept design and commercialization.
Jeffrey Bowers, co-founder and CEO of Occipital, said: “Before you actually make a change, you can repeat the design and modification of your city plan, your home and your construction plan. The result is that we will Better creation."
Although companies can use traditional technology to produce prototypes, designers can use immersive technology to get a more intuitive experience. Walking and flying in VR or AR environments can also interact with prototypes. Therefore, these immersive technologies can lead to a more accurate design, so that the quality of the final product's quality and price is higher, which is much higher than the level that can be achieved by traditional production of prototype technology.
Lowering the threshold for newcomersImmersive technology will also help small businesses produce higher quality content at lower cost. Currently, we already have technology that can process 360-degree images in a matter of hours — previously it would take several days. For movie production companies, this technology can be used on a small budget.
Similarly, smart phones and applications make mobile photography no longer exclusively for professionals and hardcore players. We expect AR and VR to create a new creative avenue for all of us.
Improve Empathy and Improve Cognitive AbilityAlthough there are many voices indicating that increased use of digital media will reduce people's empathy, many artists using AR and VR are convinced that this medium will become the "ultimate empathy machine" and promote the society to accommodate different groups and identities. .
The success of VR and AR will also provide an immersive learning experience. In addition to instant gamification learning, VR and AR sensors can be used in the therapeutic field, enabling people to use their brains only for the first time.
Software designers want users to stay on their software or web pages because the business models they employ are increasingly relying on the collection of personal information from users to personalize the content presented.
The experience of the past decade has proven that people spend more and more time on large-screen devices. The key driver of this change is that participation is seen as a key indicator of the success of digital technology.
The more time people spend on a device, the more human-computer interaction information they can gather, and the more precisely they can target the products a business wants to provide—this becomes an ever-increasing cycle, as immersive technology becomes The mainstream, the circulation speed is also likely to accelerate, advertising will benefit from it.
In the language of immersive technology, the term "gaze through rate" borrows from the concept of click through rate ("click through rate") to describe the effectiveness of augmented reality or virtual reality advertising in attracting users' attention. Some companies provide analytics services to track the behavior on VR/AR devices with the goal of increasing advertising conversion rates and user engagement with content, such as Retinad, a virtual reality analytics platform. As of today's data, VR/AR advertising is more than 30 times more effective than mobile advertising in increasing user engagement.
Redefine the success criteria of digital technologyAdvertisers want to attract people's attention, and this craving brings us two challenges - happiness and personal privacy.
A long-term study of major social networks found that participation was negatively correlated with personal well-being, and the study pointed out that "offline and online relationships are likely to change."
Second, being deprived of sovereignty over personal data may adversely affect the long-term adoption of new technologies. According to a World Economic Forum report, 47% of the six countries have stopped or avoided the use of a service because of inadequate user control. In China alone, this figure is as high as 70%.
This means that user privacy and data control are the primary considerations for consumers. While immersive technology has stronger data tracking characteristics, personal data that would otherwise have a risk of leakage will become more and more private. From eye movements, facial expressions, to tactile information, there is a risk of leakage, which leads to leakage of user privacy. Worries become more serious problems.
Therefore, when companies develop immersive technology applications, they should change their metrics, not only to calculate user engagement, but also to take into account the realization and promotion of user satisfaction and happiness. The new metrics should include a net recommendation score for the software. The net recommendation score indicates the user's (or even supervisor's) recommendation of the service, which is determined by the user's sense of accomplishment and satisfaction.
However, the real challenge is to find metrics that align corporate policies with user goals. Tristan Harris, the founder of Time Well Spent, stressed: “We can only start to come up with solutions by facing the current contradictions.†Examples of improved coexistence of user experience and business opportunities exist. . The paid membership service is an example: A paid membership service is an example: a video site advertises for paying users, and so does Spotify Premium, a streaming music service platform. In both cases, paying users can enjoy an ad-free experience, and this will not make developers dissatisfied, because they will benefit from membership fees.
Immersive technology wants to use content and media to achieve a more pleasing and satisfying user interaction, depending largely on whether product design can place users at the heart of their value proposition.
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