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The Power of Augmented Reality and Virtual Reality for Business
Twitter: @DrTimothyJung
Dr Timothy JungDirectorCreative Augmented & Virtual Reality HubManchester Metropolitan Universitywww2.mmu.ac.uk/creativear
Who am I?
• Inter-disciplinary, Innovative and Creative Thinker• Director of Creative Augmented and Virtual Reality Hub, MMU• Conference Chair: AR VR Conference 2018
(Manchester, England)• Focus on Perspective of Business Realities of AR & VR
• Author of • Go Slow and Curvy, • Augmented Reality and Virtual Reality • Augmented Reality in Tourism (Forthcoming)
• Harmony between Technology and Human
Creative AR & VR Hub
Augmented Reality and Virtual Reality Hub @MMU
Investigating new and innovative ways to implement Augmented Reality (AR) and Virtual Reality (VR) in tourism &creative industries.
Leading world-class research in the field of AR/VR and Immersive Technologies and applying research into practice.
Five Megatrends Reshaping the World
• BOX PROJECT CODE
What’s the difference between Augmented Reality & Virtual Reality???
Augmented Reality and Virtual Reality
A UG ME NTE D R E A L ITY VIR T UA L R E A L IT Y
I. Overlay of digital content onto real environment
II. Visitors are able to experience the real environment and get enhanced information
III. Good for on-site experience
I. Computer generated world and digital re-creation of objects
II. Visitors are fully immersed in the digital experience
III. Good for off-site experience
Platform Waves
AR/VR Investments
AR/VR Revenue Forecast
Potential of AR/VR Applications
Why AR & VR?-Virtual Learning• 10% of What We Read
• 20% of What We Hear
• 30% of What We See
• 50% of What We See and Hear
• 70% of What We Discuss with Others
• 80% of What We Personally Experience
• Income generation vs Cost Reduction
AR/VR and Time, Space & Matter
• TimeNo-Time
• Space (Places)No-Space (Virtual places)
• MatterNo-Matter(Digital Substances)
AR/VR in Tourism/Cultural Heritage/Entertainment
Virgin AtlanticMarriott Hotel
Lake District National Park, UK
Amusement Park, Finland
MSC Cruise, USA National History Museum, Australia
Thomas Cook, UK Walt Disney, USA
Robots in Hotel, Japan
VR Simulation Trainingin Hotel, UK
AR/VR in Manufacturing/Health/Medical/Military/Education
VR Pain Relief,Children’s Hospital, USA
Medical TrainingUK
Ford ImmersiveVehicle Environment
VR SafetyTraining
DHL InventoryManagement
VR Remote Maintenance and Inspection
Soldier Training3D VR
VR for HMDS(Husky Mounted Detection System)
Cost Reduction
• Manufacturing• Health/Medical• Military• Education/Training
Income Generation
• Tourism/Hospitality• Leisure• Entertainment• Retail/Fashion
Application of AR & VR in Different Industries
Previous Projects
Dublin AR Manchester Art
Gallery
Smart Glass
Geevor Tin Mine
AR & VR
Manchester Jewish
Museum AR
Barclays
AR Payment
Solution
Manchester
Beacons AR VR
Projects
Dublin AR (User Requirement): DCC, DIT, MMU
• Developed and tested AR application in October 2013
• Enhancement of tourist experience
• Enhanced information on Dublin Independence Trail
• User requirements research
• User acceptance research (published in Current Issues of Tourism)
• User Experience Model
Manchester Art Gallery Wearable AR (UX): KEIF Fund
• January 2014 – June 2014
• First of its kind in the UK
• Visitors explored the art gallery in a completely different way
• Receiving augmented information on paintings to create a unique experience
Geevor Tin Mine Museum:UNESCO World Heritage Site in Cornwall, UK
Geevor Tin Mine Museum AR/VR & 3D Printing (AR/VR Business Model)
• Partner: Samsung GearVR
• Sustainable tourism development
• Attracting new target markets
• Enhancing visitor experience
• Income generation for museum
• Accessibility of underground mine through 3D simulation
• 3D miner souvenir
• Commercialisation of VR Experience
Manchester Jewish Museum (MJM) AR Project: Heritage Lottery Fund
Manchester Jewish Museum AR Project (Learning Experience & Gamification)
• 75% of target market are school children
• How to enhance school childrens’ learning experience?
• ICT-enhanced learning
• Development of AR app for enhanced learning
• Gamification approach
MJM AR Project – AR Prototype App
• Based on user requirement testing, app was developed
• Text, audio, 2D & 3D were triggered by either using markers or scanning real objects
MJM Augmented Reality Application
Pilot Project working with Barclays
• Integrating AR into mobile payment solutions
Manchester Beacons Project-Science Heritage Smart Tourism Project
• In 2016 Manchester became the European City of Science
• Key stakeholders including Marketing Manchester, SalfordUniversity, Manchester Metropolitan University, University of Manchester launched the Manchester Beacons Project
• US software innovator Spark Compass
• Hack-days involving key stakeholders and public to develop ideas for content and functionalities
Beacons Project: Science Manchester Application (AR/VR, IoT):
• Augmented Reality (AR)
• Virtual Reality (VR)
• Provide visitors with a mixed reality smart tourism experience that infuses an alternative visitor experience and inspires visitors to see places differently
• Idea of treasure hunt
• Aim: bring Manchester's science history to life
Science Manchester application - AR
• Overlaid content (video, Avatar (e.g. Pokemon) to explain science
• Visitors are made aware of AR content through 150 Beacons placed around town
• Beacons are hosted by key science organisations
Science Manchester application - VR
• Content was shot using Samsung 360Degree cameras
• E.g. Top of buildings to show Manchester’s Science Heritage, Cancer research UK laboratory, Jodrell Bank Centre for Astrophysics
• 3,000 people had VR experience at Arndale Centre, Manchester
Current/Future Projects
Lake District
National Park
Bird Hive 360 VR & Drone
Project
Digital Health
VR ProjectSmart City and Smart
Tourism/Health
AR/VR Project
Manchester Smart
City/Smart Tourism
AR Project
Box Project
Mixed Reality Multi-
Sensory
Lake District National Park BirdHive VR & Drone Project: English Art Council
• Bid to become a UNESCO World Heritage Site
• 360 Virtual Reality flight experience through Lake District landscape
• Utilising drone film making techniques
• Films viewed through Samsung Head Gear
• 2,500 people had VR Experience in July, August 2016
Lake District National Park BirdHive VR & Drone Project
BirdHive 360 VR Experience
The Box Project: TEKES FundMulti-sensory Experience in Mixed Reality
• Projects on multi-sensory AR VR experience project
• Incorporation of multi-sensory elements into mixed reality (AR & VR) experiences for service experience design
Technology Enhanced Multi-sensory Dinner ExperienceHO W CUSTO MER S PE R CE IVE T HE T HE ME D DINING E X PER IE NCE , AND T HE MULTIPLE SENSOR Y ST IMULI, IN A T ECHNOLOGY E NHA NCE D DINING R O O M?
Lessons Learned from Previous AR/VR Projects
• Need to educate 95% of tourism businesses who need AR/VR
• Need of tourism subject specialists when developing AR/VR
• Need of Business Model
• Need of more successful story with tangible benefits not PR!
• Need of cheap Open Source-Too expensive!
• Combination with other emerging technologies
Industry 4.0
Challenges in Industry 4.0
• Robot + AI + Automation
• 7.1 million jobs will be lost and 2.1 million jobs will be created.
• Ethical issues
• Human vs Technology
• Skills Gap-New curriculum development
Opportunities in Industry 4.0
• AR+VR+3D Printing (Museum, Gallery)
• AR + IoT + Big Data (Theme park, Restaurant)
• AR + IoT (Urban heritage)
• AR/VR + AI (health workers, soldiers training & education)
• Robot + AI (Hotel)
• Robot + Drone+ AR (Security in Warehouse)
• VR/AR + Drone (Outdoor tourism)
• Human Centered Approach
• Quality of Life + Work Efficiency
Suggestions• Government
• Encourage collaboration among businesses, AR/VR contents producers, AR/VR developers, academia & government
• Build interdisciplinary AR/VR community (eco-system) with industry and academics
• Establish government initiated industry-academy working group (e.g. ImmerseUK)
• Support industry-academy collaborative research project
• Academics
• Produce research-based evidence which businesses want
• Conduct practical industry-academy collaborative research
• Focus more on Business Model & commercialization of AR/VR
• Publish successful case studies which demonstrate real benefits of AR/VR for businesses
Suggestions
• Industry
• Proactive to work with AR/VR contents producers & developers
• Create unique/memorable experiences embracing AR/VR
• Develop useful applications with Business Model
• Share successful use cases working with academics & make a bigger market together!
• Open eyes for the business opportunities of AR/VR & other emerging techs (AI, IoT, Big Data) and realize the potential benefits of AR/VR
• “Quality of Life” first
AR & VR and other emerging technologies will transform our future!
Keep an eye on these technologies and do not miss opportunities for businesses in the era of 4th
industrial revolution!
Building AR/VR Community/Eco-system in North England
Dr. Timothy Jung
Director, Creative AR & VR Hub, MMU
Website: www2.mmu.ac.uk/creativear
• Twitter: @DrTimothyJung
E-mail: [email protected]