Current status of Virtuality (Digital Showroom & Virtual Fairs)

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Published on: April 19, 2021 / update from: October 27, 2021 - Author: Konrad Wolfenstein

Virtual fairs, digital showrooms and 3D technology can be found in Extended Reality (XR).

Digital Showroom & Virtual Fairs – Image: Xpert.Digital

XR is an umbrella term and a rapidly growing field that is applied in a variety of areas such as entertainment, marketing, real estate, training and remote work.

Extended reality (XR) is a term that relates to all real and virtual combined environments and human-machine interactions that are generated by computer technology and wearables, whereby the “x” represents a variable for all current or future spatial computer technologies. It includes representative forms such as Augmented Reality (AR), Mixed Reality (MR) and Virtual Reality (VR). The levels of virtuality range from partially sensory inputs to immersive virtuality, also called VR.

XR has long since found its way into the automotive sector in particular, with a focus on development. XR is most advanced in healthcare. In terms of potential comparison, there is still a lot of room for improvement in training and education. Great potential was seen in the real estate market, but it has not yet developed much here. For whatever reason, you are treading water here.

There was a brief technological hype in the area of sales and marketing, especially at trade fairs and events. However, the boom disappeared as quickly as it came. A lack of creativity and, above all, a lack of budget for these new technologies predicted a quick end.

The immense costs for constant updates and adjustments to the rapidly advancing technical development of devices made it difficult for the pioneers to assert themselves against sales and distribution of classic structures.

At the last trade fairs, shortly before the corona pandemic, XR technologies such as augmented or virtual reality were no longer part of the trade fair strategy almost everywhere.

Well, due to the ongoing Corona pandemic and the resulting cancellations of trade fairs and events, solutions were needed on how to continue to attract and support potential customers who could be reached via the previous communication channels.

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2020 – The year of video conferences

The company's internal communication was also disrupted. A solution had to be found quickly and forms of communication that had already been developed had to be rolled out. An annual survey by Eurostat of a total of 150,000 European households in the age group between 16 and 74 showed that video telephony increased from 41% (2018) to 60% (2020).

The corona pandemic has essentially forced us to radically change our beloved habits, such as business trips and trade fair visits, and switch to video calls.

With this boom, the need for ways to communicate with potential customers also grew. The lack of interaction options in video calls quickly became a problem.

In the meantime, video calls have become an integral part of everyday life. However, the weaknesses of the video calls quickly became apparent: passivity of the participants and almost no opportunities for interaction.

Of course, the first digital showrooms and virtual fairs were not long in coming. The underlying problem, the costs of constant updates and adjustments, still exist, so we are still acting cautiously here.

With the constant costs comes the lack of overview and the uncertain benefits. The first agencies quickly appeared on the market with their virtual offers, which lacked any transparency. Many people are currently put off by falling back into a bottomless pit of costs.

The Virtuality solution

In the meantime, Xpert.Digital is now working with a strong partner whose approach is completely different in four points:

Technical changes have no influence on the content; these are automatically adjusted in the background. There are no new costs here!
Processing of digital 3D content as usual with a CMS.
The content can be presented on different channels/devices. Whether smartphone, tablet or desktop via browser.
No separate programming is necessary for each device! Shared content (3D content) is accessible to all devices at the same time.

And especially:

In collaboration with

The areas that will be most impacted by immersive technologies in the next 12 months, according to XR/AR/VR/MR industry experts in the US

The areas that will be most impacted by immersive technologies in the next 12 months, according to XR/AR/VR/MR industry experts in the US - Image: Xpert.Digital

Leading holders of standard essential patents (SEPs) in extended reality (XR) conferencing technology worldwide as of 2020

Leading holders of standard essential patents (SEPs) in extended reality (XR) conference technology worldwide as of 2020 - Image: Xpert.Digital

Leading Applications of Immersive Technologies in Manufacturing in the Next Two Years According to XR/AR/VR/MR Industry Experts in the US in 2020

Leading Applications of Immersive Technologies in Manufacturing in the Next Two Years According to XR/AR/VR/MR Industry Experts in the US in 2020 - Image: Xpert.Digital

🢂 We will keep you updated here about further developments! You can find many more numbers, data and facts here in our PDF library for extended reality:

Augmented Reality – PDF Library – Image: Xpert.Digital

With Xpert.Digital we offer consulting services for companies that want to advance their digitalization in a future-oriented way!

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Konrad Wolfenstein

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Xpert.Digital – Konrad Wolfenstein

Xpert.Digital is a hub for industry with a focus on digitalization, mechanical engineering, logistics/intralogistics and photovoltaics.

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