Omnichannel Realities

In my last VRFocus article from September, I stressed the importance of Virtual Reality (VR) applications in focusing on usefulness and superseding reality. Then going on to highlight how content should be delivered via accessible (cheap and easy-to-use) hardware such as VR headsets connected to media boxes (e.g., Netflix) to reach mass market adoption.

Well, cases of such VR hardware are coming into play this year: Microsoft announced their VR OEM Windows “Mixed Reality” headset plans last year (previously called “Holographic”) and just provided more details at Game Developers Conference in San Francisco, beginning with key partnerships with Dell, Acer, Lenovo as well as launching their developers kits. These easy-to-setup and more affordable devices have the potential to become a home accessory for the mass market (I am not covering the gaming or B2B industries, nor their customer base or high spec VR & Augmented Reality (AR) hardware in this article, and therefore not referring to those).

The headsets don’t require external trackers and instead use their on-board sensors to provide indoor tracking, as well as other technologies, to enable what Microsoft has coined ‘6 Degrees of Freedom’. Although they are still tethered – for the moment at least as the wireless technology has been changing a lot in the past few months with cheaper solutions being offered by many different providers – their setup seems to be as simple as plug and play.

 

Microsoft announcing their VR headsets in 2016

Microsoft Acer Headset

Although their specifications are yet to be announced, at a price point of $300 one would hope they will be sold as bundles with new laptops and desktop computers. Indeed, as they are OEM and therefore built and distributed by computer manufacturing partners such as HP, Dell, Lenovo and more, it would make sense for Dell (as an example) to sell them as a PC with VR headset bundle this upcoming Christmas season. However, they could also lower the margins so much so that when someone is shopping for a computer the additional cost to add a VR headset would be even lower.

Also, one can expect GPU/CPU requirements and parts costs to go down, especially for the screens and chipsets; therefore, this will dramatically increase the accessibility in terms of cost and lower spec PCs requirements in future versions.

Example of a Dell online purchase bundle options, VR coming soon too?

As part of the Microsoft developer community, the Windows “Mixed Reality” or “Holographic” developer program also offers the promise of attracting an enormous pool of Microsoft developers to develop news apps, as well as extensions and browsers toolkits.

Perhaps the most important aspect here is the potential for the Windows “Mixed Reality” VR headsets to become a home accessory sitting next to one’s printer. Imagine you are browsing a website and there is a VR button to visualise the items on your basket at their real size or to watch a preview of a potential holiday; one would just click, put the headset on, experience the products and services, then remove or continue to finish your purchase in the VR mode!

The headset could become a tool which improves the customer journey experience, especially in terms of e-commerce – this is where there is truly mass-market adoption potential. Therefore, I don’t believe these VR headsets will be purchased by the mass market as a gaming or entertainment device (unlike the headsets which would be twinned with media boxes or gaming consoles, but also the Windows “Mixed Reality” VR which will be compatible with the Xbox gaming console), but instead as a tool being used sporadically to improve the internet browsing experience or through some VR apps experiences.

The browsing experience will also be seamless, with VR call to action buttons integrated within existing browsers – such as Internet Explorer – to create a seamless experience. We’ve already seen Google integrating VR functionalities in its’ Chrome browser and, therefore, it seems logical that Microsoft Explorer will also have these VR integrations. Given that there is a whole VR/Augmented Reality (AR) Windows Mixed Reality integrated development platform, we will be sure to see more and more AR, Mixed Reality (MR) and VR integrated features within the Windows Operating System and its’ core applications, such as Explorer, Apps, Office, Skype, LinkedIn and more.

At this stage, VR becomes part of the e-commerce customer journey which, amazingly, extends into an AR/MR/VR/Artificial Intelligence (AI)/Internet of Things (IoT)/Wearables circle:

A customer uses a mobile or wearable Augmented/Mixed Reality device to gain more information in a shop about a product or location, or just special offers. To do that, AI computer vision and IoT provide more information about the product whilst also learning about the customer’s behaviour. While doing this, an updated 3D pointcloud of the shop and the product has been scanned. All this information can be used in a Virtual Reality version of the shop by another customer who is shopping fully or partly in VR (i.e., browser mode).

Of course, more detailed scanning and updates will also be carried over by specific staff (and drones) in shops, with the VR versions will be customised and adapted using machine learning to deliver a personalised experience.

On the AR and MR side, which company is better positioned to provide cloud point data and then a VR rendering and version of a location such as a business? The answer is a company who has had AR products tested long before the current wave of AR and VR buzz.

Google

It seems logical that Google will be (or already is?) a central provider of those AR cloudpoints through existing data; but also of AR wearables and mobile devices, such as the hybrid DayDream/Tango phones like the Asus Zenfone AR. It’s also logical that it will release a successor to the Glass product for the mass market, since it arguably has the most experience in that area (with companies like ODG, a very experienced AR glasses maker).

ASUS ZenFone AR with Google Daydream integration

Also, bear in mind that there is already a VR version of Google Earth on Steam for the HTC Vive, which shows that having Google Maps VR is not far-fetched at all and that all AR scanning would update outdoor and indoor datasets. Google also has relationships with businesses that are mapped and on the internet through its’ SEO; this provides a great advantage for existing information and relationships to integrate those within the AR/MR information systems, as well as VR e-commerce experiences.

 

This illustrates how close and connected AR/MR and VR have become, as well as how intrinsic AI, IoT & wearables technologies are to the whole system.

From a hardware perspective, it also shows that Microsoft Mixed Reality VR OEM headsets are not the only potential mass market devices; it seems logical that future Google Daydream VR headsets and their wearable AR products will be fully integrated with Google Tango phones as a hybrid (beyond the current two modes in one phone).

Therefore, Google and Microsoft will have strong multi-platform AR/VR capabilities that harness their operating systems, technologies and ecosystems.

Most importantly, this means the Omni channel strategy for brands and marketers is more streamlined and effective if they ensure they harness those AR/MR/AI/IoT/Wearables interactions and prepare accordingly.

Consequently, instead of calling this a ‘circle’ or a ‘system’, it seems to be more a strategic AR/MR/VR vision relying on a product/service’s ‘omni-channel presence’ or ‘omnichannel realities’.

To prepare for their presence on those various technologies, brands and agencies must prepare for seamless integrations of AR and VR features within their marketing and e-commerce channels. It starts, for example, with adopting 3D scanning technologies to make the products available for visualisation, as well as to integrate those assets for narrated/interactive marketing experiences. However, these are not simple integrations as they require different skillsets and product management systems.

Also, by making products available in 3D, their design is out in the open, which is no different from stocking a product physically in a shop for a customer to observe. However, the most conservative brands may be slower to accept this, although they will eventually be required to adapt.

These are exciting times to prepare the grounds for augmented customer journeys, in which the focus really comes back to usefulness and personalisation.

I don’t believe in providing more information to visitors/customers in augmented shops or on e-commerce websites with VR functionalities, but instead a more seamless and customised information delivery system providing much higher satisfaction and conversion rates.

 

 

 

 

Windows Mixed Reality Development Kits Due To Ship This Month

Microsoft announced last year that they were partnering with device makers Acer, ASUS, Dell, HP, Lenovo, and 3Glasses to create a range of headsets for use with Mixed-Reality compatible Windows PCs. Now Microsoft has revealed that the Acer development version of the headset will begin roll-out this month.

Microsoft development partners who attended the Windows Mixed Reality session at GDC this week are set to receive the Acer developer edition headset within the next few months. Other Windows game developers can sign up via the Windows Mixed Reality website.

Acer-Windows-Mixed-Reality-Development-Edition-headset

Specifications for the Acer Windows Mixed Reality headset are as follows:

  • Two high-resolution liquid crystal displays at 1440 x 1440
  • Display refresh rate up to 90 Hz (native)
  • Built-in audio out and microphone support through 3.5mm jack
  • Single cable with HDMI 2.0 (display) and USB 3.0 (data) for connectivity

The development kit will also include documentation, access to Windows 10 Insider preview builds and a software development kit for building mixed reality applications.

VRFocus will provide you with further information on Windows Mixed Reality as it becomes available.

Where to Try Windows VR Headsets, Vive, PSVR, Rift, Gear VR, and Daydream for Free

With high-end VR systems priced at hundreds of dollars, it can be difficult to make the plunge before knowing what the experience is actually like. Luckily, it’s easy to find yourself a free demo of any VR major system out there. Here’s where you can try VR for yourself.

Windows “Mixed Reality” VR Headsets

image courtesy Microsoft

Windows VR Headsets have launched from a variety of manufacturers, and while they’re designed to work with lower-end systems with integrated graphics, and are decidedly the cheapest PC VR headset out there (starting at $350), pulling the trigger on what aims to be the most accessible PC VR system still may be hard to do without popping in first to see if the fit and finish is everything you’d hope it would be.

Find a Windows “Mixed Reality” Demo Location

Microsoft is hosting device demonstrations at Microsoft Stores in the US including headsets from Acer, Dell, HP and Lenovo. The company says these vary by Microsoft Store location, so it’s best to call ahead to see if your local store is running demos. The company hasn’t published any information on international locations yet, although we’d expect the usual suspects in the UK (Currys PC World and GAME) and Media Markt/Saturn across the EU to offer demos. Again, we advise you to call ahead for demo slots. We’ll be updating this article as new information comes in.

HTC Vive

HTC-Vive-Headset-Consumer-Launch-Basestation-Controller-headset

The Vive is the ‘room-scale’ VR system created by HTC and Valve. With high performance VR motion controllers right in the box, the system offers a highly immersive experience that lets you physically walk around a room-sized space while immersed in virtual reality.

Find an HTC Vive Demo Location

HTC hosts a list of stores across the US and Europe where you can try the Vive for free. Use the link above to search for the nearest location to you. Note that some of these locations allow you to make reservations directly through the map; even if not, it’s probably a good idea to call and ask if they require a reservation or only offer demos at specific times during the day.

In the US, stores like Microsoft, Gamestop, and Micro Center host Vive setups offering public demos, while you can find the system in Europe in locations like Currys PC World, GAME, and Scan Computers. Most of the European Vive demo locations are concentrated in England, Belgium, The Netherlands, and Germany, but you’ll still be able to spot a few places in France, and even one in the Czech Republic.

SEE ALSO
HTC Vive Review: A Mesmerising VR Experience, if You Have the Space

Oculus Rift, Touch, and Gear VR

oculus-rift-with-peripherals

As the other major desktop-class VR headset, the Rift is the closest competitor to the Vive, offering a sleek headset with built-in headphones. With the addition of Touch controller and third sensor it can also provide seated, standing and room-scale VR experiences equally well.

Find an Oculus Rift and Touch Demo Location

Oculus maintains a list of stores across the US and Europe where you can try the Rift, Touch, and Gear VR for free. Use the link above to search for the nearest location to you. Note that many of these locations allow you to make reservations directly through the map; even if not, it’s probably a good idea to call and ask if they require a reservation or only offer demos at specific times during the day.

oculus touch new feature design (3)

Some locations also have Samsung’s Gear VR headset on hand for you to try. To see what’s offered at each location, select your location on the map and then click the ‘Store Details’ dropdown under the store name to see which is available.

Oculus has a healthy smattering of demo locations across the US in many Best Buy and Microsoft stores. In Europe you’ll find the headset in stores like John Lewis, Currys, FNAC, GAME, and more, in locations across England, Germany, and France, and Scotland.

SEE ALSO
Oculus Rift Review: Prologue to a New Reality

PlayStation VR (PSVR)

playstation-vr-7

Sony is the first of the big three console makers to jump into virtual reality with the PSVR headset. It’s a less expensive option than the Rift or Vive, but still offers a compelling experience powered by the PS4 and it’s got an edge on ergonomics.

Find a PlayStation VR Demo Location

Sony keeps a list of stores across the US where you can try PSVR for free. Use the link above to search for the nearest location to you. The headset is available in hundreds of Best Buy and Gamestop stores, and Sony’s own flagship stores. Most stores will demo the system with the PlayStation Move controllers and regular PlayStation controller as well.

Every store on the map offering PSVR demos lists a specific set of dates and times when you can try the system. See the ‘VR Experience Hours’ section after clicking on a location. You may also want to ask if a store will take reservations within those hours so that you don’t end up waiting in a line.

SEE ALSO
PlayStation VR Review: Console VR Has Arrived

Google Daydream

daydream-view-3

Google’s Daydream headset works in conjunction with ‘Daydream ready’ Android phones (like the Pixel) and apps to create a high-end mobile VR experience that rivals Samsung’s Gear VR. The system also includes a simple rotational motion controller that lets you interact more naturally with the virtual world. At $80 for the headset, Daydream is a great starting point for users new to VR.

Find a Daydream Demo Location

Google keeps a list of places across the US and Europe where you can try Daydream for free, including the Daydream controller. Use the link above to search for the nearest location to you. In the US you’ll find the headset in many Verizon stores, and we expect that Best Buy may soon begin demoing the headset as well. Across the UK, you’ll find the headset demoed in EE stores and Carphone Warehouse.

It’s probably a good idea to call the store you’re planning to visit to ensure that they have their demo stations available. You may also want to ask if they take reservations so that you might be able to dodge a line if the store is particularly busy.

SEE ALSO
Google Daydream Review: Casual VR Closes the Gap

Meetups

vrla meetup #1

Community VR groups are also a great way to check out VR headsets, hardware, and games, and to connect to a community of people interested in the technology. Many community VR groups use the Meetup platform to organize regular events dedicated to VR. You can find VR meetups all over the world. See the Meetup virtual reality topic page to find one close to you.

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