Virtual reality is much more than the future of gaming. It holds the potential to revolutionize everything from medicine and science, to the military and fashion. Architects can use it to design virtual buildings, and a housebound grandmother can explore a Tuscan villa from the confines of her armchair. Birdly, a machine designed by the Zurich University of the Arts, utilizes VR to simulate the feeling of flying, and let’s be honest, who hasn’t dreamed of actually flying?
In recent years, Oculus Rift and other emerging virtual reality companies have become mainstream. More and more big consumer brands are exploring and integrating virtual and augmented reality possibilities. GoPro, the world’s leading action camera company, just acquired a virtual reality company, and Google quietly invested in tech company Magic Leap last year and more recently partnered up with an Irish VR start up. Facebook purchased Oculus Rift for $2 billion in 2014, and Microsoft launched HoloLens at the beginning of the year with an ambitious plan for integration into existing and future applications.
Virtual reality is here to stay, but other than a singular boondoggle experience, what are the possibilities for businesses looking to integrate virtual reality into their reality?
Being There, Before You’re There
VR technology removes physical limitations. For corporations, this can transform the daily work experience of an employee. A virtual workspace can be transported anywhere and colleagues in distant locations can meet together with ease. Data visualizations can be enhanced with a third dimension, and screen arrangements can change throughout the day to address specific needs.
Beyond intra-business possibilities, VR can enhance the ability of companies to meet the needs of customers, existing and potential. The creation of an immersive experience enables architects to construct buildings before they actually exist, giving contractors, designers, and clients a complete feel for a space before laying a single brick. Travel companies can harness VR technology to give noncommittal customers a convincing preview of possible destinations. They can walk through accommodations, scope out restaurants, and get a feel for a place before sinking money on a deposit. While VR cannot replace travel, it can be the gateway to actually getting there.
Brand Awareness Through Experience
Businesses are waking up to the potential of VR and testing the waters with experimental marketing. A couple of months ago, Victory Motorcycles let trade show attendees in Chicago experience the power of the open road with a trip to the Badlands of South Dakota via Oculus Rift. They capitalized on the novelty of VR and built brand awareness through experience.
VR provides powerful opportunities for enhanced corporate storytelling. Like Victory Motorcycles, companies with a product to sell can now illustrate its use exponentially. Instead of hiking the local trails, Patagonia could let you take its new product line up the rugged cliffs of K2 or Everest. Specialized Bicycles could let you Tour de France, instead of Tour de Neighborhood. Companies like these can build brand awareness and loyalty by meshing your reality with exposure to a bigger, potential reality.
Similarly useful, but admittedly less sexy, businesses can use VR in B2B communications. Customers could tour your manufacturing facility while considering a partnership from 2,000 miles away.
With virtual reality being a relative newcomer to the marketing aspect of business, its uses are somewhat unexplored. What future implementations do you foresee? How could virtual reality transform business in the future?
