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Immersive and real time technology is adapting and transforming the creative strategy of communication in a world that has a growing need to communicate effectively.
Real time technology refers to technology that permits a user to receive data amid the real time that a physical procedure happens, known as real time.  You can find the best examples of this technology in immersive and interactive video games, AR and VR applications. A user jumps into an experience where they get to choose how they interact with the simulation. These environments are pre-coded and designed with pre-existing mechanics using game engines such as the Unreal Engine. The user will ultimately have a unique experience by making decisions determined by their personal behavior.
Before COVID-19, these technologies were trending in game and entertainment industries. However, over time, growth began to stagnate. AR and VR were no longer considered emerging technologies. However, due to the demands of social distancing and the ability to interact with people places and things, immersive technology has truly taken off.
How can Immersive Real Time Technology be Used to Solve Real Business Needs?
Real time technology provides a unique opportunity in overcoming training and communication challenges within many industries while having a profound impact on other marketing. These companies tend to have a special focus on Augmented and Virtual reality as a vehicle for engineering a more concrete and impactful message.
To get through the pandemic, businesses have embraced digital technologies to provide their customers with easy access to their products and services. There is no question why stores such as Amazon made big bucks during this pandemic. Though to compete, some E-Commerce stores have started implementing VR technologies in order to create the shopping experience without ever setting foot in a brick and mortar store. And some popular companies have focused on using AR to make the buying process even easier.
The IKEA application is a great example of how AR has already made its way into our homes. The app allows customers to use their smartphones, choose pieces of furniture, and then lay them out in a room. The user gets a feel for what that piece of furniture might look like in their very own home. IKEA’s app can even identify similar objects in their database by scanning furniture someone already has available. It will provide a visual search of multiple items that match in similarity.
Some developers, such as Adam Pickard, have taken this app a step further and mocked up a demo of what it would be like to have an app help in the assembly process at home. As you can see, these technologies are advancing very quickly!
Other industries such as the fashion industry, have adopted technologies that allow a viewer to upload their image or video and preview items such as clothes, glasses and even makeup live upon themselves.
The real estate industry also took a major hit during COVID-19. But the industry has adapted. They have embraced technologies that were once thought of as luxurious. 360° video and photography are being used to create truly authentic viewing experiences. Real Estate agents and landlords have taken on the task of creating fully interactive VR experiences for those at home. By recording and scanning their properties they allow their perspective buyers to navigate through them online. Not only does this solve the problem of social distancing, but it also isn’t limited by appointment or time of day. Anyone can experience the tour without consequence.
Conferences and Events
During the stay at home orders of 2020, the world of tradeshows, events and conferences has been completely devastated. Famous events such as Comic-Con and E3 had to go completely online and cancel all person to person interaction for their events. Many companies decided to offer their events online in a multitude of ways, sometimes with completely free online entry.
While some companies have held events online that focus on the use of video, providing live panels for discussion through platforms not unlike the now bustling Zoom, others have taken a much more interactive approach.
These companies are taking advantage of VR technologies and interactive media to produce truly immersive experiences. Laval Virtual World events are a good example.
Why would a company choose a VR experience over a video conference? These types of conferences take full advantage of the virtual world. Entering a 360° living, breathing virtual world, participants can create their own avatars. These avatars are completely free to explore, walk around, and mingle. This also gives the developers the opportunity to incorporate exhibits with live showcasing. Announcers could be presenting information with a live video feed. There, participants have the ability to join in Q&A. They could also interact with 3D objects and get display information that virtually pops up on their screen when they click certain parts of an exhibit, such as a car for instance. In such interactions, video and website links could also be included. Annotation can help guide one through the experience and provide real-time descriptions of what’s happening around the user.
With stay at home orders preventing most people from experiencing their typical means of entertainment, certain industries have had to jump into going fully virtual. Museums have begun to offer their exhibits fully online, in unique and interesting ways. The British Museum has created an fascinating virtual space where you can select points in time to navigate to. While, places like The J. Paul Getty Museum have provided fully interactive 360-degree showcases of their artwork using Google’s Arts & Culture engine.
Another industry that struggled with event cancelations was that of musical concerts. These types of events have gone online in many ways, some doing live stream video. However, a great example of how this industry reacted to the situation comes from the company The Wave XR by Adam Arrigo and Aaron Lemke. They transferred many concert artists such as the famous violinist Lindsey Stirling to a fully online, virtual world. Lindsey Stirling was projected into a virtual Avatar using a motion capture suit and live motion capture software. On the virtual stage she performed with over 400,000 spectators watching her performance.
We all believe that at some point we will recover from this pandemic. Businesses will start to open up fully and things might get back to normal. However, the marketing landscape has been completely altered. This emerging real time technology isn’t going anywhere. Many people are experiencing immersive technologies for the first time and are finally seeing the benefits they provide. One would suspect that they will continue to play a big part in our lives to come and businesses are finally taking the opportunity to embrace them.
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