• Virtual and augmented reality: new ways for your business. Virtual and augmented reality in business: it’s time to take a closer look

    Eh, technology. How quickly you are developing! Every day, large companies work on hundreds of projects that are supposed to make our lives easier. And this does not mean that all their work is aimed at developing systems that should exclusively help the user. Many developments have one goal (or more than one) - to entertain. Today we will talk about two amazing technologies that have become a part of our lives in recent years. You've definitely heard about them - virtual and augmented reality (VR and AR). Almost any company involved in the development of electronics (computers, smartphones, etc.) is interested in its development. And they are interesting to users. But what is virtual and augmented reality? Now we'll tell you.

    Virtual and augmented reality – what is it?

    Virtual reality is quite a world, but it is only created with the help technical means, a person perceives it through the senses. VR technology can simulate not only the impact itself, but also the reaction to such impact.

    Augmented reality is a technology that complements the real environment by adding various sensory information. Despite the name, such technologies can not only add virtual data to the world, but also remove some objects from the environment. The potential of augmented or virtual reality can only be limited by the capabilities of the programs, applications or devices used.

    The difference between the two VR and AR is as follows:

    • VRisolates the user from the outside world and immerses him in a digital, virtual universe. If you put on virtual reality glasses and a battlefield appears in the place of your room in the midst of a fight, then this is VR.
    • TechnologyARcan add digital elements to the environment. If a Pokemon suddenly appears in front of you while you're walking down the sidewalk, then it's AR.

    It is believed that Virtual reality began to develop back in the fifties of the last century. An organization called Philco Corporation in 1961 managed to develop the first prototypes of virtual reality helmets, which were planned to be used in solving military problems. And this is the first application of VR technology in life. But if we follow the current classification, then such a system should, perhaps, be classified as AR technology.

    The creator of virtual reality technology can be considered a man named Morton Heilig. In the 62nd year of the last century, he received a patent for a stimulant called “Sensorama”. The design was a very large device, which in appearance was similar to slot machine, and provided the user with the opportunity to immerse themselves in a digitally recreated reality. For example, test drive a motorcycle on the streets of Brooklyn. But investors did not have confidence in such an invention, and Heilig was forced to stop the development process.

    A few years after this, a similar device for immersion in virtual reality was presented by Harvard professor A. Sutherland, who with student B. Sproul created a system called “Sword of Damocles” based on a head-worn display. The glasses were attached to the ceiling, and the image was broadcast via a computer. Despite the cumbersome nature of the invention, it received increased attention from NASA and the CIA.

    Twenty years later the corporation VPL has managed to develop innovative equipment to recreate virtual world – glasses called EyePhone and a DataGlove glove. It was the founder of the company who coined the term “virtual reality”.

    Immediately before 1990, VR and AR technologies were closely related to each other, but then scientist T. Kodel proposed introducing the term augmented reality. And two years later the most early system AR for the US Air Force. The exoskeleton, created by L. Rosenberg, gave the military the ability to virtually control machines, while being located in the center remote control and management.

    At the beginning of the 21st century, the game Quake provided players with the opportunity to chase monsters on real streets. However, gameplay could only be done by wearing a virtual reality helmet, so the game did not gain much popularity, but this was a prerequisite for modern world the famous Pokemon Go appeared.

    AND only five years ago there was a true boom. In August 2012, a startup called Oculus created a campaign in an attempt to raise enough cash to develop a virtual reality helmet. A little over three years later, the pre-sales process for the first production helmet was launched to recreate VR technology.

    For this, helmets and a number of other devices can be used:

    • complexes for tracking movements of the body, head, eyeballs;
    • gloves;
    • three-dimensional controllers;
    • sensors to ensure realistic virtual sensations.

    Helmets can be:

    Where are virtual and augmented reality used?

    1. Video games. The area is a priority for these technologies. The catalyst for this is that game projects are currently actively developing technically and programmatically. The gaming community on the planet is eagerly waiting for virtual and augmented reality technologies to appear on the market.
    2. Events broadcast live. Through the use of technology, spectators will be able to experience a sense of presence directly at the event sites. This can solve the issue of purchasing tickets, which sometimes cost a hefty sum. The emphasis is on sports events. Sitting by the river with a fishing rod and watching an important Champions League match as if you were in a stadium with a hundred thousand people – isn’t it a dream?
    3. Parks with virtual and augmented reality. Amusement parks may be created that will use technology. The problem is that all the current diving glasses and helmets digital world need a cable connection to a console or computer.
    4. Cinema: films and TV series. If virtual or augmented reality technology is used in the film industry, this could significantly change cinema, which has become something familiar to many people. Instead of detached viewing, the viewer will be able to experience complete immersion in the actions on the screen. 3D will just smoke on the sidelines.
    5. Usage modern gadgets as platforms for technologiesVR AndAR. A company from Japan, IG Port, managed to solve two almost unrelated problems. Adding entertainment value to modern smartphones and allowing amusement park owners to innovate their services can be achieved by creating videos designed in virtual or augmented reality. They are designed to be viewed on a display mobile device. This greatly simplifies the process of servicing various attractions.
    6. Sales area. There is a prediction that the level at which the user interacts with modern technologies will become more lightweight and intuitive. The online sales area accounts for about 5-6 percent of total global turnover. And many companies are planning to launch sales in the field of augmented or virtual reality.
    7. Sale of real estate. Thanks to the use of augmented and virtual reality technologies, it is possible to attract potential buyers to this area. Test runs of residential viewings are currently being carried out using the digital space.
    8. Education. Through the use of VR and AR, students will have the opportunity to interact with various objects, immerse themselves in the digital world, or take part in invaluable events in human history. Plunge into the world of the Jurassic period? No question! See with your own eyes the most remote corners of the universe? Please!
    9. Healthcare. How can virtual and augmented reality be applied in this area:
    • facilitate and simplify the work of doctors;
    • provide therapy for phobias and mental disorders;
    • conduct receptions through communication in the virtual world.

    Content development for VR and AR

    Manufacturers of devices used to use virtual and augmented reality technologies are well aware that without content, any glasses and other devices are a pile of plastic and electronics. Users need a special experience, and without relevant content this cannot be achieved. For this reason, almost every major corporation on the planet is addressing this issue.

    Sony has founded a studio in which it plans to develop unique games; moreover, there are about two hundred teams working there who are engaged in developing content. By the end of this year, approximately fifty games are planned to be released in order to visit virtual reality.

    Many of the companies rightfully considered giants in the field of game creation - Unity, Epic Games, Krytek - also made a statement that they were starting the work process of developing games intended for the virtual world. A company called Oculus not only produces special films for VR and AR technologies, but is also an investor in the development of gaming content. Based on the Source 2 engine, Valve is developing its own platform for VR.

    Many platforms that sell and promote virtual reality content are also keeping up with their contributions. New online stores are being created where it becomes possible to purchase video games or videos for VR helmets.

    Problems of using VR and AR technologies


    With such noticeable progress in these virtual and augmented reality technologies, it has not yet been revealed how the human brain works. And that is why there is no such opportunity to introduce a system of alternative information to a person about the world around him, because the senses and the brain have developed over many tens of thousands of years precisely for “real reality.”

    There are a number of problems, and each of them is based on the characteristics of a person’s perception of the surrounding reality. At the same time, the brain receives and analyzes information from a variety of sources. In addition to vision, we can feel the touch of fingers, cold or heat, position in space, smells. And all this, after analysis, forms a single picture of reality. If changes occur in one source of information, this is confirmed by the other. If this does not happen, then various side effects occur - from fatigue and nausea to headaches.

    One of the most unpleasant effects that occur when using virtual reality glasses is motion sickness. In the process of viewing pictures in VR helmets, the images change, while the person does not change the position of the body. And when a character, say, leans over, then the person himself should feel exactly the same tilt. When walking, you need to experience shocks in your legs. This whole set of small muscle tensions in the real world gets synchronized with what we see, and therefore we don’t even think about the familiarity and naturalness of such processes. But the moment a person tries on VR glasses, the discomfort that arises is quite noticeable and palpable.

    The same applies to almost all aspects of human body behavior. In virtual reality glasses, we see the area directly in front of us, and at the moment when a person looks at the horizon, the lens focuses in a specific way. Questions also arise with focusing separately, because in helmets sharpness appears where you need to look according to how it was intended by the developers. In life, sharpness is where we look ourselves.

    Another unpleasant aspect is the delays. When moving the limbs, the user’s brain has already received information that a movement has occurred, but vision has not yet had time to confirm the information received.

    The future of virtual and augmented reality

    Despite the psychophysiological problems that arise in the process of using VR and AR technologies, the growth of investment in this area remains explosive. This is due to many reports from a number of scientists and marketers whose opinions are respected in society. By the twentieth year of this century, it is predicted that the market value of the virtual world sphere can reach up to 70 billion dollars. In the same year, according to analysts' forecasts, about 50 million devices were sold.

    But not all analysts are so optimistic about augmented and virtual reality. Some experts say with caution that the situation could follow the same path of development as it did in 1983. It was then that the video game industry collapsed. The market fell by a record 97 percent. It took several years to regain user trust.

    Augmented and virtual reality today are the best intermediaries between information about a product/service and the consumer. But it is important to understand the differences between these technologies and what impact they have on people in order to get the expected marketing response.

    To surprise, evoke a storm of emotions, interest from the very first second of interaction, delight, immerse in new worlds and spaces - this is the marketing trend of the 21st century. Our reality has not surprised anyone for a long time. Therefore, it needs to be transformed. How? Using augmented and virtual reality.

    We offer the latest developments in the field high technology, we create augmented, virtual, mixed reality, because we know that only the WOW factor completely immerses a person in new information. Our task when working on projects is to leave a strong emotional impression and create lasting loyalty to our Customer’s brand.

    The key feature of “Design Dossier” is to expand the capabilities of interactive marketing and complement existing interactive technologies with innovative capabilities. When creating life in a virtual world or a world of augmented reality, Design Dossier specialists first of all take into account the Customer’s marketing goals and objectives, choosing the most effective solution.

    Augmented reality at the stand of the Moscow Government at the industrial exhibition Hannover Messe 2016

    What is augmented reality (AR) and how does augmented reality differ from virtual reality (VR)?

    Augmented reality (AR, “extended reality”, “improved reality”) is a technology of adding, introducing into real life, into the three-dimensional field of human perception virtual information, which is perceived as elements real life. That is, imagine, you point your tablet at a flat drawing, and you see that the picture comes to life in the literal sense of the word. That is, your reality is complemented virtual images. This is augmented reality.

    Augmented reality and virtual reality are not the same thing. This - different technologies production, and the effect of using AR and VR are different.

    The process of creating augmented reality. Children's books and magazines

    Augmented reality is when ordinary life Objects are placed in real time using special software. With high-quality content, a person blurs the line between reality and the artificially created world. In virtual reality, a person clearly distinguishes between the boundaries of the artificial world and the real one. A person abstracts from the real world at the moment of interaction with the virtual one.

    Virtual reality (artificial reality, electronic reality, computer model reality, virtual reality,VR, 3d virtual reality)- an artificially created world into which a person is immersed. However, when you enter the virtual world, you understand that you are in an artificially created space, that is, you are able to separate reality from virtuality.

    According to analytical forecasts, the global augmented reality market will grow to$5,155.92 million by 2016.As for virtual reality, according to BI Intelligence, the total number of shipments of VR systems from 2015 to 2020 will grow by 99% annually.By 2020, the VR market will be $2.8 billion. Demand for content for VR systems will grow along with the gaming industry. Virtual reality will be an important platform for streaming and e-commerce.

    Virtual tour of the Digital Business Space (DBS), 2017

    Augmented and virtual reality to order

    Working on the creation of augmented and virtual reality requires serious professional skills, experience and the availability of high-tech resources and equipment. We are actively promoting domestic market virtual and augmented reality technologies, therefore we have experienced specialists and all the necessary technical equipment.

    We solve problems of any complexity, carry out turnkey projects: concept development, script writing, content creation, technical preparation and implementation of the project on site. We develop projects to create augmented reality both for use with augmented reality glasses and for iPhone, iPad, and other gadgets with AR augmented reality functions.

    We develop content for creating a virtual world for VR virtual reality glasses.

    If you are not sure and do not clearly know which technology - 3d Virtual reality (VR) or ar augmented reality (AR) - is best suited for you to achieve your marketing and business goals, we will work with you based on terms of reference, we will analyze the situation and offer you strategically best option solutions and take over the entire implementation.

    360 degree virtual tour of the exhibition “12 Centuries of Fishing” 2018

    What is the cost of developing augmented and virtual reality and what are the stages of work?

    The cost of implementing each project is calculated individually based on the technical specifications or brief provided by the Customer or jointly developed.

    When determining the cost of a project, factors such as:

    • Software development cost.
    • The cost of design development (rendering 3D models, interfaces, animation, etc.) depends on the complexity of the script, the quality of character drawing, and graphics features.
    • The cost of renting equipment for augmented or virtual reality (based on the number of shifts).
    • Cost of technical personnel on site.

    Augmented reality “Moscow Festivals”, “Golden Autumn”, 2016

    Stages of work on a project to create VR, AR

    1. Terms of reference
    2. Concept and development of the script
    3. Low and High Detail Prototyping
    4. Application design and preparation of 3D models
    5. Programming
    6. Creating a reference point (label)
    7. Testing
    8. Finalization
    9. Project launch

    Usage augmented reality technologies andvirtual reality development to achieve business goals - the most effective and promising tool for a modern marketer. The possibilities of virtual space and augmented reality prove that interactive interaction technologies are the best intermediary between information/product/service and the consumer.

    We create worlds of both virtual and augmented reality of any complexity. Fantasy, creativity, talent and innovative technologies the latest generation allow you to create virtual illusions and augmented reality for the Customer in strict accordance with business goals.

    WE MAKE NEW TECHNOLOGIES AN ACCESSIBLE AND EFFECTIVE MARKETING TOOL!

    360 degree virtual tour “Smart Park” in Gelendzhik, 2018

    You can learn more about augmented reality (AR) technology

    You can find out more about virtual reality (VR) technology and our projects

    Increasingly, virtual and augmented reality are becoming a topic of discussion. Which of these two technologies will bring more benefits? large companies? First, we should remember what virtual and augmented reality are and how they differ.

    Augmented reality is achieved through technologies that supplement the vision of the real world with computer-generated information.

    A good example of augmented reality is Google Glass - smart glasses that combine a touchpad, camera and LED display. Thanks to the display, Google Glass users have access to the Internet and services such as navigation and sharing emails to the addresses indicated within visibility.

    New generation devices, such as Microsoft HoloLens, open up truly magical possibilities:

    Because this technology relies on a digital vision of the real world; more familiar devices can be used to bring it to life: smartphones and tablets.

    As the name suggests, the concept of virtual reality covers technologies that allow the user to interact with a virtual environment. Unlike augmented reality, the real world is absent here at all, there is no direct or indirect contact with it - everything that the user sees, hears and feels is a computer program.

    Development Oculus Rift, owned by Facebook is one example of a virtual reality device.

    How do companies use this?

    Since smartphones and tablets can be used to create additional reality, there are many examples of large companies using AR.

    In 2013, supermarket chain Asda turned to augmented reality to create a Halloween Hunt event where children could use special application Asda and complete the quest in the supermarket building, moving from point to point.

    Also in 2013, IKEA launched an application for iOS and Android, allowing customers to use a camera to estimate how IKEA furniture would look in their homes.

    Over several years of using augmented reality technology, a specific practice of its application has developed, which has made it easier for large companies to develop and debug relevant applications.

    Virtual reality is developing more slowly, because it is less often used in practice, but the number of examples is still growing steadily. Brands Tommy Hilfiger and Thomas Cook are actively introducing VR with devices such as the Oculus Rift and Samsung Gear RV.

    Boursin, famous for its cheeses, combined virtual reality, computer graphics and real products to create its own unusual roadshow.

    Technology potential

    Thanks to the growing power and accessibility of smartphones and tablets, companies of all industries and calibers are opening up vast opportunities to create high-quality and sophisticated augmented reality today.

    Virtual reality is not yet so accessible and, perhaps, its time has not yet fully come, but there are already numerous methods for using VR by various companies, and at times it can even play a decisive role in the market.

    For example, brands in the travel and hospitality industry, including major hotel chain Marriott, travel agency Thomas Cook and Qantas Airways, have already begun experimenting with next-generation VR devices, and in some cases, virtual reality has the potential to revolutionize the way such companies sell services .

    Which is better: AR or VR?

    Where should companies set their sights - on augmented or virtual reality? It all depends on the tasks assigned.

    Undoubtedly, AR is more accessible today: there are many possibilities for creating augmented reality, and regular smartphone and a tablet will be more than enough, and the application itself can be easily distributed through popular services.

    VR, in turn, is arousing increased interest, but so far companies are not always able to find use for it. Even though the Oculus Rift, Samsung Gear VR and other devices are already available for sale, they are still far from the mainstream.

    Employee Education

    Build scenes that let you on-board or train employees remotely. Employees can learn in a virtual classroom setting that is led by a Host, or walk through an environment that mimics their actual working environment. This can help retain employees information better while allowing you to train more employees at lower cost.

    Training Simulations

    Build scenes that train skilled employees by simulating real world scenarios. Employees can get hands-on training in specialized fields such as healthcare, aviation, law enforcement, or industrial machinery. For example, you can create a simulation to train surgeons to use a new kind of surgical equipment.

    Field Service Productivity

    Build scenes that improve the productivity of field and service workers in areas like repair, engineering, oil & gas, manufacturing, and more. For example, you can build an AR app that helps technicians troubleshoot and repair machinery. Looking through a mobile device screen, a user could see diagnostic metrics or animations of how to perform a repair on top of the machine.

    Virtual Concierge

    Build scenes with a Host that acts as a concierge to your end users for almost any industry. The concierge can greet users, answer common questions, and guide users through your company’s services and offerings. Users could see and engage with the concierge through a mobile device or kiosk on-site at your company, or they could interact with the concierge in a completely virtual portal using a head-mounted display.

    Design and Creative

    Build scenes that aid in the creation of new products or creative assets. Designers, creative professionals, and business professionals can use VR/AR to visualize and review mock-ups of a design as though it were real, helping to improve the efficiency of the product design cycle.

    Retail and Sales

    Build scenes that help you market and sell your product. For example, a retailer could create a mobile AR app that lets users see how furniture would look in their homes before buying. You could also create a scene that uses a Host as a virtual sales person who sells products and answers questions.

    The term augmented reality can also be hidden under the letters AR - Augmented reality. This technology allows us to significantly expand the range of data perceived by humans. This expansion of consciousness is achieved through transfer to the real world digital information. The process of forming augmented reality occurs through a smartphone camera, webcam or other device that can process a video signal. Special program will complement the picture with the necessary virtual objects. AR technology elements can include video and audio materials, 3D models, as well as text content.

    The main difference between augmented reality technology and its virtual counterpart is the ratio of information received from the real world and processed by a computer. Virtual reality is trying to completely absorb the real world, and augmented reality only expands the understanding of the processes taking place in it.

    Augmented reality (AR) use cases

    Google Glass Augmented Reality Glasses

    If you are interested in gadgets, then you have probably heard about the latest technological innovation. Google. We are talking about augmented reality glasses Google Glass, which work based on the user's voice and gesture commands. It is expected that these glasses may become one of the first devices that offer AR technology to a wide range of consumers. We can already name areas where technological glasses have found their niche.

    For example, the Abadia Retuerta LeDomaine hotel, located in a Spanish abbey. The hotel building was built in 1146 and is a unique architectural monument. The hotel administration purchased 8 pairs of Google Glass, which are used for interactive tours of the hotel and the surrounding area. In addition to 3D tours, the user will be able to obtain the necessary information about the spa center and the menu at a local restaurant. Glasses from Google already help you buy on Ebay; to do this, just install the RedLaser application and just look at the barcode of the product.

    Skully AR-1 Augmented Reality Helmet

    The principle of augmented reality is also embedded in the new technological helmet for motorcyclists. The helmet uses an augmented reality system that displays navigation data on an integrated display. Thanks to this, the product allows you to create an interactive route for a motorcyclist.

    Layer Augmented Reality Browser

    It is also worth highlighting the Layar application - one of the most promising and high-quality browsers based on AR technology. Using the camera of a smartphone or other gadget, the application is able to apply various “layers” that will allow you to navigate the area. Layar will help you determine the nearest stop, metro station, or store. The program will show the user the desired location using a camera, and it is also possible to plot the path on a virtual map.

    The information found can be sent to friends on social networks. It is very convenient to use Wikipedia using Layar. The program will detect objects in the user’s environment that are described within the virtual library and display data about them at the top of the picture. Description of the application on the Play Store

    Virtual fitting room ARTOUCHER

    Read more: