Virtual Showroom, Augmented, Mixed & Extended Reality – Image: Ahmet Misirligul|Shuttestock.com
The Power of Xtended/Extended Reality – Short insight
There are a great many terms, some of which are confusing because people don't know exactly when and how to use them. This is related to the development of this technology; some terms are the same, but differ only in detail.
- XR: Extended Reality / Cross Reality – Augmented Reality
- MR: Mixed Reality / Augmented Virtuality – Mixed Reality – Mixed Reality
- AR: Augmented Reality
- VR: Virtual Reality
- IT: Immersive Technology
- Vi360: 360° Video
- RR: Real Reality – Physical Reality
Related to this:
- Extended Reality Potentials and Application Areas
- Continuous improvements and advancements in Extended Reality
VR: Virtual Reality – Virtual reality
started it all. The first design for a VR system came from Morton Heilig (1956), who developed a device called Sensorama, which was intended to become the “Cinema of the Future.” Virtual reality refers to the representation and simultaneous interactive virtual environment within a self-contained space. Real-time interaction and 3D are prerequisites.
AR: Augmented Reality –
Augmented Reality. Augmented Reality introduced another technology and possibility: the integration of virtual objects or other virtual interaction possibilities into real reality. An example of this is displaying the speedometer on a car's windshield. There are also many well-known apps that allow you to view things or objects in real reality using your smartphone.
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MR: Mixed Reality – Augmented Virtuality –
Mixed Reality is similar to Virtual Reality. The difference is that there is no self-contained virtual space; instead, one can interact within real reality using a headset. The most well-known example of this is Microsoft's HoloLens. Strictly speaking, this is an augmented virtuality. Mixed Reality encompasses environments or systems that blend a user's natural perception with artificial perception.
XR: Extended Reality / Cross Reality – Extended Reality
(XR) is the umbrella term for all immersive technologies. An immersive virtual environment is one that allows the user to interact directly with it.
The only problem is that in German we use the same translation for “extended” and “augmented”.
ITe: Immersive Technology.
Immersive is derived from the word "immersion," which refers to the embedding of an object in a different/new environment. In astronomy, for example, this refers to a celestial body entering the shadow of another or the embedding of an object in a liquid for microscopic examination. In the field of digitization, it refers to immersion in a virtual environment.
Immersion describes the user's integration into the virtual world. The perception of oneself in the real world is diminished, and the user feels more like a person within the virtual world. The more immersive a VR experience is, the more realistic it feels to the user. This can be achieved through a sophisticated and engaging design of the virtual world, for example, by offering a large number of possible actions within the system.
Vi350: 360° Video
For the sake of completeness, the 360° image/video should also be mentioned here. No interactions are possible.
The various XR technologies offer many applications that have now become established in the industrial and entertainment sectors.
The latest development is the provision and management of data at a central location for various XR applications, which outputs the data for the corresponding XR application depending on the device.
For example: a virtual showroom or a virtual trade fair for products, e.g., machines
- PC/Laptop: Displayed in a web browser as a 3D view.
- Smartphone: Display as an augmented reality version, by showing the machine in the RR.
- VR glasses or smartphone with Cardboard: Display of products in virtual reality.
Furthermore, appropriate communication channels and other information options can be displayed via the respective devices.
Related to this:
- Current status of Virtuality (Digital Showroom & Virtual Fairs)
- Augmented reality in the digital-physical world
- Extended Reality (XR) Library (PDF)
Projected share of global spending on Augmented and Virtual Reality (AR/VR)
Share of global AR/VR spending by segment worldwide – Image: Xpert.Digital
In 2020, consumer spending on augmented and virtual reality (AR/VR) is expected to account for 53 percent of global AR/VR spending that year. Total global AR/VR spending is projected to reach US$12 billion in 2020 and increase to US$72.8 billion by 2024.
Share of global AR/VR spending by segment worldwide
- 53% – Consumers
- 15.8% – Sales and services
- 13.8% – Manufacturing and resources
- 12.7% – Public sector
- 3.2% – Infrastructure
- 1.6% – Other
XR/AR/VR/MR Technology and Content Investment Focus Areas Worldwide
XR/AR/VR/MR technology and content investment priorities worldwide – Image: Xpert.Digital
Global XR/AR/VR/MR Technology Investment Trends: In January 2019, 54 percent of respondents indicated that the gaming sector would see the most investment in the development of virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies or content over the next 12 months. Sectors such as healthcare and education have also become notable investment targets as the use cases for extended reality (XR) technology have evolved.
Augmented Reality (XR)
Extended Reality (XR) is an emerging term for all immersive technologies, including VR, AR, and MR, as well as those yet to be developed. Immersive or XR technologies augment the reality we experience by either merging the virtual and "real" worlds or by creating a fully immersive experience. VR creates an artificial environment, while AR simply uses the existing environment by overlaying new information onto it. In both VR and AR, the information or images are delivered to the user via headsets, with Oculus VR and Sony among the leading providers.
Related to this:
XR consumption
The market for XR technology is growing, with major companies like Microsoft and Intel investing in it. The number of mobile AR users worldwide is expected to increase, driven in part by the growing desire for AR technology to enhance consumer experiences in media and entertainment. Music concerts and sporting events are just two examples where AR technology is increasingly being used to enrich the fan experience.
In 2016 and 2018, the following question in the survey referred only to AR and VR, without considering MR and XR products and services. Multiple responses were possible.
In which sectors do you expect the most investment in the development of AR/VR/MR/XR technology or content in the next 12 months?
2019
- 54% – Gaming
- 43% – Healthcare and medical devices
- 36% – Education
- 28% – Military and Defense
- 20% – Manufacturing and Automotive
- 17% – Film and television
- 15% – Live events (e.g. sports, concerts, etc.)
- 15% – Workforce development
- 13% – Marketing and advertising
- 11% – Retail (e.g. shopping)
- 9% – Real estate (e.g., virtual tours, construction)
2018
- 59% – Gaming
- 26% – Healthcare and medical devices
- 26% – Education
- 19% – Military and Defense
- 17% – Manufacturing and Automotive
- 18% – Film and television
- 19% – Live events (e.g. sports, concerts, etc.)
- 20% – Marketing and advertising
- 18% – Retail (e.g. shopping)
- 21% – Real estate (e.g., virtual tours, construction)
- – Workforce development
2016
- 78% – Gaming
- 24% – Healthcare and medical devices
- 30% – Education
- 15% – Military and Defense
- 40% – Film and Television
- 34% – Live events (e.g. sports, concerts, etc.)
- 7% – Retail (e.g. shopping)
- 18% – Real estate (e.g., virtual tours, construction)
- – Manufacturing and automotive engineering
- – Workforce development
- – Marketing and advertising
Related to this:
Monetization strategies for immersive technology products or services
Monetization methods for XR/AR/VR/MR products or services worldwide – Image: Xpert.Digital
Selling products or subscriptions was identified as the primary method for monetizing XR/AR/VR/MR products and services in 2020, with 61 percent of surveyed XR industry experts citing this strategy. This represents a 13 percent increase compared to the previous year.
In 2018, the survey question focused solely on AR and VR, without considering MR and XR products and services.
Monetization methods for XR/AR/VR/MR products or services worldwide
2020
- 61% – Sales of products or subscriptions (e.g. AR/VR devices, games)
- 51% – Fees for additional features or in-app purchases within apps that can be downloaded for free
- 47% – Revenue from in-app advertising
- 47% – Product placement within the AR/VR experience
- 36% – Paid access to live events (e.g., sports, concerts)
- 28% – Location-based entertainment (e.g., VR arcades, shopping centers)
2019
- 48% – Sales of products or subscriptions (e.g. AR/VR devices, games)
- 41% – Fees for additional features or in-app purchases within apps that can be downloaded for free
- 39% – Revenue from in-app advertising
- 30% – Product placement within the AR/VR experience
- 19% – Paid access to live events (e.g. sports, concerts)
- 16% – Location-based entertainment (e.g., VR arcades, shopping centers)
2018
- 59% – Sales of products or subscriptions (e.g. AR/VR devices, games)
- 27% – Fees for additional features or in-app purchases within apps that can be downloaded for free
- 20% – Revenue from in-app advertising
- 20% – Product placement within the AR/VR experience
- 13% – Paid access to live events (e.g. sports, concerts)
- 19% – Location-based entertainment (e.g., VR arcades, shopping centers)
Current PDF libraries to support your further strategic planning and activities
We provide you with numerous further insights into figures, data and facts that can help you optimize and expand your strategic goals:
- Customer Demographics Library – Demographics Knowledge Database (PDF)
- Online Marketing Library (PDF)
- E-Commerce Library – Knowledge Base (PDF)
- Social Media Marketing Library – Knowledge Base (PDF)
- SEO Library – SEM Knowledge Base (PDF)
- Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
- Extended Reality (XR) Library (PDF)
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