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    Understanding The Possibilities For Mixed Reality

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    Dmitro Kornilov, CEO FFFACE.MEshares insights on developing actionable and measurable projects in the metaverse for brands.

    After the decline in popularity of the metaverse concept and the release of the new Apple headsets, I think it became clear that the virtual world is not going to replace our physical world. On the contrary, these worlds may merge to form our future mixed reality (MR).

    What is Mixed Reality?

    Mixed reality is a technology that adds virtual objects and interfaces to our real environment and allows us to interact with them using tactile sensations and real-life gestures. This allows for a completely realistic blend of physical and virtual experiences, both from a visual and sensory perspective.

    How is MR different from other immersive technologies such as virtual reality (VR) and augmented reality (AR)?

    VR is based on a fully virtual environment, where the user exists as a first-person virtual avatar and interacts with the virtual environment using a joystick that mimics hand movements.

    Conversely, AR augments reality with virtual objects and content that can be observed with limited interaction opportunities.

    In contrast, MR adds interactive virtual interfaces, content, and objects that blend seamlessly with real-life environments, enabling interaction using real-life body parts (such as hands) and everyday gestures. .

    What makes MR commercially attractive to clients?

    The main selling point of MR is the ability to communicate brands and products remotely, yet with maximum immersion. But I think the biggest challenge in marketing the MR experience right now is the inability to scale the MR experience. The spread of MR headsets minimal. Still, now might be the perfect time to start researching this tool and step into the water.

    Who are the key players?

    The main players in the MR market are Google and Apple, each offering their own AR software development kits (SDKs) (ARCore and ARKit, respectively), and Apple is known for developing innovative gadgets. . Microsoft invests in HoloLens, but recently dismissal Emphasizes the need for a global vision for the product. Meta has his own XR ecosystem that includes gadgets, social media platforms, and development platforms. Snap is also developing advanced AR gadgets. (Disclosure: Meta and Snap are partners in my company.) While Sony targets the gadget category for gaming, Amazon could leverage its large customer and employee base to enter the MR market. There is a nature.

    Major platforms that can be used to create MR experiences include Presence Platform, Lens Studio, Unity, Unreal Engine, ARKit, and ARCore. In terms of strengths and weaknesses, Unity has a simple interface that makes it easy for beginners to use, but I found it unable to achieve the highest level of realism. Unreal Engine, on the other hand, is known for its high-quality graphics and visual effects, but can be more complex to work with.

    What is common MR perception?

    When it comes to user experience, a fully immersive experience combines full intellectual, visual, and tactile engagement. Different technologies have different levels of immersion.

    • VR provides partial intellectual and visual immersion, but lacks tactile perception and immersion. Users perceive VR environments as artificial.

    • AR provides short-term intellectual immersion and can provide a high degree of visual immersion, but does not provide tactile perception or immersion. The goal is to organically extend the real environment.

    • The game offers full intellectual immersion and strong visual immersion, but lacks haptics.

    • Mobile offers full intellectual immersion, but lacks tactile immersion and no physical experience.

    • Combining the best features of real and virtual add-ons, MR will ultimately be fully immersive in all three parameters: intellectual, visual and tactile.

    What will MR actually look like?

    Once everything is ready, the user will put on the MR gadget (eyepieces or lightweight glasses) and instantly see all the digital interfaces they need. Using voice commands and gestures, users can switch between modes such as home, work, on the go, driving and sports. Each mode contains a set of apps connected to different view zone areas or microgeometry. spots.

    Imagine this. I seamlessly switch between different modes throughout his day. In the morning, I activate my “wake up” mode with a meditative playlist and news feed. Then switch to work mode with virtual display interfaces for email, messaging, and work tools. Then when you go for a walk, the working interface disappears into the background and the navigation information appears in the main visible area. Easily access relevant information about your surroundings and quickly switch to work apps when needed. All of this is made possible with an interface right in front of you, without the need for a phone, laptop or other device.

    I believe that MR is a revolutionary technology that will change our lives and work. Early adopters can reap huge benefits as this technology creates new business opportunities and improves our quality of life.

    However, adopting MR also requires a complete transformation of established business communication, distribution and operational practices. Companies that embraced this transformation quickly could reap the same benefits as early adopters of previous breakthrough technologies such as social networks and e-commerce. I believe this is a pivotal moment when the very fabric of human life is being restructured and those who embrace this blank canvas can set themselves up for success.

    What is the road to MR success?

    Here’s what I envision for MR.

    Short term: Crash testing with early adopters and brand focus groups.

    Mid-term: Improve gadget size, visual design, technology, and user experience based on feedback from Stage 1. Develop casual apps that can provide valuable experiences that facilitate adoption and launch promotional campaigns to kick off mass adoption.

    Long term: It will become the cutting edge technology for your daily activities, completely replacing phones, laptops and other screen gadgets.

    what’s next?

    I expect tech giants to battle it out over platforms, gadgets and interfaces, similar to the existing competition between iOS and Android. Brands that invest in XR will play a key role in the MR world because of their early adopter mindset and understanding of the technology. But as always, I think user experience and behavior are the main things that will determine the future of MR.


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