9013DM – Digital Marketing
Webinar 6 – Extended Realities (XR)
aib.edu.au
Agenda
Extended Realities (XR) (Virtual, Augmented, Mixed)
Technology readiness scale
Dimensions of interactivity
Applications of XR
Experiential value framework
The Metaverse
“People sometimes confuse the metaverse with the
technologies that enable it. For instance, the metaverse
is not virtual reality.
Virtual reality is just a part of the metaverse tech stack,
which has a lot of existing technologies and some that
are incipient .
For instance, 5G is essential for the metaverse. Great
connectivity, particularly low latency, is your ticket to
board the flight in, as it were. But you also need
payments technology, cloud and edge infrastructure, 3-
D developer tools, creator tools, security and identity
platforms, virtual worlds and content, and even better
devices and peripherals”.
Lareina Yee, McKinsey & Company, 2022
Source: McKinsey & Company (2022)
The metaverse is here. And evolving. Is your business
prepared?
• We’ve been measuring things by likes and shares and subscribers, but
what does that mean when you’re now talking about virtual experiences
and communities? Are you going to measure by the number of people
on your Discord channel? What if half of them are bots?
• “If you wait a year and a half or two years to do something, to have a
clear strategy, and to start testing these assumptions, it might be a
little bit too late” (Cathy Hackl, 2022).
Source: What is the metaverse--and what does it mean for business? | McKinsey. Accessed 8/04/2022.
But for now, let’s look at Extended Realities
(XR) that can be within or without the
Metaverse…
Extended Realities (XR)
•Mixed Reality (MR): ‘The merging of real and virtual
worlds’ (Milgram and Kishino 1994, as cited in Hanlon
2019, p. 185).
•Augmented reality (AR): ‘Superposition of virtual objects
(computer-generated images, texts, sounds, etc.) on the
real environment of the user’ (Faust et al. 2012, as cited in
Hanlon 2019, p. 184).
•Virtual Reality (VR): ‘A real or simulated environment in
which a perceiver experiences telepresence’ (Steuer 1992,
as cited in Hanlon 2019, p. 185 ).
Source: https://www.1rti.com/what-is-extended-reality-xr/
Virtual and augmented reality timeline (1)
1950 Ray Bradbury's short story 'The Veldt' described a 'sentient hyper-realistic room'
1960 Virtual worlds research started on scientific and medical tools trying to work on medical imaging,
x ray specs
1962 Morton Heilig filed US patent #3,050,870 for the Sensorama Simulator, a multi-sensory enclosed
cinema booth
1965 Ivan Sutherland created the first VR googles called a 'head mounted display' (HMD).
1969 Myron Krueger at the University of Wisconsin at Madison created the first responsive
environment (in 1974 this was termed GLOWFLOW) an artificial environment where the walls and
floor became immersive and sounds were created
1977 Myron Krueger develops the responsive room which becomes VIDEOPLACE a responsive
environment with wall sized video screens, where instead of wearing goggles, people would be
immersed in the space
1984 William Gibson's book 'Neuromanser' mentioned the concepts of Cyberspace and The Matrix
Virtual and augmented reality timeline (2)
1985 The first system that combined goggles (HMD) and a glove that allowed the hand to move around in the virtual world
was launched, named Virtual Environment Display system (VIVED)
Jaron Lanier creates the first wearable 'computerized clothing' called the DataGlove
1987 The first full body version of the glove, the DataSuit was launched
1988 VIVED became VIEW virtual interface environment workstation with HMD goggles, glove and an element of voice
control
1989 The VR system was developed with an auditory addition of earphones
Margaret Minsky, a researcher in the field of learning technology and haptic interfaces, demonstrated the first VR
architectural walk through
1992 The CAVE, a VR room, was created at the University of Illinois, Chicago Electronic Visualization Laboratory
2003 Second Life an online virtual world was launched by Linden Labs
2013 AR head mounted display - Google Glass launched
2014 VR headset - Google cardboard launched
2015 VR headset - Samsung Gear VR launched
2016 VR headset - Oculus Rift and HTC Vive launched
AR game - Pokémon Go launched for use on Apple and Android mobile phones
2017 VR headset - a consumer version of Microsoft HoloLens launched
Technology readiness level
TRL 1 – basic principles observed
TRL 2 – technology concept formulated
TRL 3 – experimental proof of concept
TRL 4 – technology validated in lab
TRL 5 – technology validated in relevant environment
TRL 6 – technology demonstrated in relevant environment
TRL 7 – system prototype demonstration in operational environment
TRL 8 – system complete and qualified
TRL 9 – actual system proven in operational environment
Technological variables influencing telepresence
Six dimensions of interactivity
Dimensions of What this means
interactivity
Complexity of choice When more choice is available, there will be more interactions.
available
Effort users must exert The amount of effort that users make to access information
Responsiveness to user How responsive the medium is for the user
Monitoring information New technology provides greater tracking of information accessed
use
Ease of adding Users acting as the information source or content provider
information
Facilitation of Users can message and communicate with other users
interpersonal
communication Source: Adapted from Heeter (1989)
Applications of different extended realities
• Space
• Medical (e.g. Surgical Theatre)
• Education (e.g. Google Expeditions
• Travel (e.g. Google Earth VR)
• Retail (e.g. Living Wine Labels)
Benefits of VR for organizations
Benefit Details
Engagement Higher engagement
Brand Recall Higher as brands are part of the experience
Data Can get more data such as gaze tracking and heatmaps
Omni Channel Bring VR in as one of the channels
Public relations Brands get positive mentions
VR and AR in Marketing
Take a look at some simple, straightforward ways you can incorporate
virtual and augmented reality into your marketing, and how this will boost
your profits:
• Virtual tours
• New launch hype
• Product testing
• Building relationships
• Entertainment
Typology of experiential value
Experiential value applied to retail examples of virtual and
augmented reality
Example Playfulness Aesthetics Consumer Service
Return on Excellence
Investment
Ikea launched a VR kitchen Feedback indicated Well-presented and Saved users time to The app gained
where users could walk around, users found it fun easy to access trial building a good feedback for
change the design and peek into kitchen before its quality of
cupboards (Åkesson 2016) visiting the store imagery
IKEA VR kitchen app
Source: With thanks from IKEA
Outline Proposal form for a XR Tool or App
Element to consider Details Your response
What are the specific benefits of this tool or app?
The benefits
Why would someone use it?
What could go wrong in designing this?
The risks
Are there any potential downsides?
The social norms What makes this tool or app socially acceptable or unacceptable?
Who are the ideal users for this tool or app?
Potential users
Why this group?
How do you think the users will react to the app?
User reaction
Positively, negatively or something else?
Are any competitors providing anything similar? If yes, why is this
Competitors idea better?
Promotion Suggest how this could be promoted to the users
Activity 1
Find a digital marketing app that uses XR technology. The retail sector is likely to
be a good source of such apps.
Review the app and its functionality, using the four quadrants of experiential
value (playfulness, aesthetics, consumer return on investment, service
excellence), and conduct an analysis into what works well and what does not
work.
Activity 2
Imagine you are working as a marketing manager, and several members of the
management team are keen on the idea of VR or AR. This has been passed to you
to explore and to develop an outline proposal. Discuss your thoughts on the
following aspects in relation to the proposed application:
• The benefits
• The risks
• The social norms
• Potential users
• User reaction
• Competitors
• Promotion
Industry bodies
Organization Website Members include
The VR/AR Association (VRARA) thevrara.com Membership with chapters worldwide
Virtual Reality Society vrs.org.uk An information and news resource for virtual
reality and its related technologies
Global Virtual Reality Association gvra.com Google, Samsung, HTC Vive, Oculus, Sony
Interactive entertainment
The EuroVR Association eurovr-association.org Institutes, universities and academics
Augmented Reality augmentedreality.org Institutional supporters and individual
members worldwide
The Augmented Reality for http://thearea.org Mainly commercial organizations
Enterprise Alliance (AREA)
ANY QUESTIONS?
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