VR Icon Created by Caba Kosmotesto for The Noun Project. VR Cartesian Theater box by David Sanchez.

Our Augmented and Virtual Realities
The BrandSpace Frontier.

David Sanchez
Apr 16, 2015 · 5 min read

As a creative technologist, I see the forces behind augmented and virtual reality taking a second chance of bringing an affordable mass-market solutions. With much anticipation the biggest players on the AR/VR field are gaining a larger footprint into the tech narrative, teasing the market and exploring the interest factors, and by the same effect they consequently continue to inspire consumers within the entire social buzz apparatus.

The AR/VR revenue forecast is projected to reach $150 billion (Digi-Capital) by 2020 therefore poised to be a truly disruptive technology across many industries and applications.

Oculus Rift Development Kit 2 Teardown

By default the major players are working on their labs, exploring the potential advancements in computing thanks to efficiencies gained in computational speeds, graphical processing units and sensors with the smart phone era. From the past we know VR headsets where heavy and bulky, now is a completely new reality and improving form factors.

Although I will not dismissed the small players, usually they are the most disruptive thus acquire by larger disruptors before they are disrupted and slow down the degrees of disruption, that is a classic pattern of strategic mergers and acquisitions, buying time — now that was a mouth full, you get the picture, its capitalism and the evolutionary algorithm of innovation, however how fast AR/VR visions are brought to fruition is another story.

Why is going to work?

The industrial complex that have created genuinely innovative, life changing and revenue making products through the consumerization of information technologies that are affordable to masses.

Oculus Rift Production Model Release, Oculus Touch June 2015

In less than a decade unquestionably everything will literally become smart, in all senses, becoming smarter and intelligent over time, collecting and generating smart data with our daily life interaction.

We are now accustomed to these experiences along our smart phones, apps and connected devices. Yet these great products are not completely addressing our full sensorial capabilities on a limited way. For sure touch screens and gesture-based recognition have indeed revolutionized productivity and the way we interact with our interfaces however we can achieve much more by integrating additional sensory inputs through natural interfaces.

Thus the lack of a full sensorial immersion of our auditory, visual and haptic senses is the next logical step in the iterative evolution of these interfaces and devices. And until recent time, computational processing speeds, data bandwidth and cost of production had made bringing this experiences to reality impossible.

Microsoft (HoloLens) and Google (Magic Leap) are fast moving to present their Holography visions and Facebook (Oculus VR) is aiming to provide their massive user base of 1.39+ billion new immersive experiences by brining them a sense of true sensorial presence as they interface with the platform.

That is the reason why brands and marketers should be thinking ahead, the biggest players on the marketer and poised to revolutionize reality, our worldview, how we conceptualized the digital and physical. We live on a 3D world and AR/VR technologies will have a significant impact very fast, and this is just part of the evolution of our technical achievements that influence a wide range of applications for commerce, consumer apps, games, video, enterprise and advertising or industries like medical, education, military or services and naturally societies.

How do we design experiences for VR ‘presence’ driven interactions?
Are we representing the brand that feels natural through the interface?

The AR/VR Case

The augmented self — represents a consumer advantage over the non-augmented. Information is power, and the implication of future applications of augmented and virtual reality is more than quantifiable, they will become essential to individual and societies.

We live, we move and we sense a 3D world, and now with the potential of new augmented and virtual worlds offer a potential of brand experiences that are awe-inspiring to envision. Interfaces that are blended and feel natural and augmented.

Fove-inc’s Eye Tracking
Head Mount Display at SXSW, a Microsoft Ventures.

The commercial activity, organizations and institution will exist through the lenses of augmentation and virtual realities, and brands for example will be pressured to be augmented and virtualized in order to commercialize and be relevant. These technologies offer a new sense of presence in new meta spaces, brand spaces, cop space, corporate space or public spaces, in all new hierarchies and social spaces, with future implications of a Metaverse.

Consumer adoption of bulky form factors will be slow however the benefits will prove otherwise, Brands that ignore the opportunity run the risk of missing out on capitalizing. The applications would me innumerable — from the classic Rule 34, to the obvious healthy gaming industry, but what is most promising is the productivity, engineering, medical and education sectors.

The use case applications of augmented and virtual reality technology can becomes interfaces to drones and telepresence for only for the military complex, but for agricultural, law enforcement, and exploration. There are many systems that will be linked, and many other forces on the tech industry bound to join to make all work together along the bandwidth hungry applications.

It is also predictable that fast interactions of all form factors, like classic Google Glass likes to Headsets to transforming into contact lenses in a near future.

What do you think about immersive experiences in the virtual and augmented world?

The next 5–10 years will be fast moving; and within my role at APCO Worldwide, I am excited to help our clients envision the potential business transformation, brand experiences and innovation that AR/VR can offer.

Bringing science fiction closer to reality.

Would you accept avatars as real?

(This is Draft Post, see it soon at apcoworldwide.com/blog)

David Sanchez

Written by

Associate Creative Director, AI Strategist @APCOWorldwide, enabling ideas, innovation to business value, products, services, and experiences. + views = My Own!