Description of Immersive Technology
What do you think of when you hear Immersive Technology? At first, it seems like some complicated form of tech that has yet to be successfully implemented. This was the case just a few decades ago when the idea of Immersive Technology was purely conceptual and told through fictional stories. However, it eventually became a reality with Ivan Sutherland’s first successful virtual reality, wearable mount called, “The Sword of Damocles” in 1968. With scientists and engineers continuing developing such advancements, an immersive form of technology is what many people will see in the future.
(figure 1.)
The sophistication of the latest technology has proved to be impressive, especially Immersive Technology, which is a form of technology that is able to emulate the physical world into a digitized space with a wearable mount. With this, the user is able to experience and be completely immersed in a digitized environment that feels similar to the real world with a 360 view.
The fact that Immersive Technology can be applied in almost any field or area makes it so versatile. Whether that is using it for business purposes in order to increase efficiency rates and training or to expand as a form of entertainment in video games and amusement parks. This is only the beginning of a new wave of technology that soon everyone will be accustomed to.
How the Tech Works
Immersive technology, such as 3D-Virtual reality has come from development in software and hardware. From implementing simple, yet sophisticated applications into existing touch screen phones to making proprietary head mounted displays such as the Oculus Rift, which is one of first commercially available VR devices to hit the market.
(figure 2. 3D Virtual reality process description. “Virtual reality in engineering education: The future of creative learning”)
As shown in Fig. 2, there are many components that go into modeling and displaying a person in a 3D environment. The 3D layout included photo realistic visual environment and High tech JVC 4K IOMegapixel projectors made to deliver High resolution 4k virtual reality (section II, A. G. Abulrub, A. N. Attridge and M. A. Williams).
Current Applications
Currently, immersive technology is used in the form of augmented reality, mixed reality, and virtual reality. Augmented reality is Technology that superimposes a computer-generated image on a user’s view of the real world, providing a composite view. For example, IKEA is one company that is seamlessly using AR for at home “try before you buy” model. The application IKEA Place, allows the consumer to see how the furniture will look and if it will fit in your designated area before purchasing.
(figure 3.)
Mixed reality is a hybrid system involving both virtual elements and environments working as a liaison between a fully physical environment with no virtual environments to a completely virtual one. An example would be the Google Glass where it allows the user to see text and images floating in their surrounding environment.
Virtual reality is a technology that uses 360-degree images to produce 3D simulations of environments using glasses or helmets; allowing users to interact and view a completely simulated space through the head mounted display which is usually processed through a dedicated computer which is connected through a series of wires to the VR device.
Augmented reality is when virtual models are displayed in a real life environment through cameras and depth sensors. AR can be used for more collaborative spaces and can be used more frequently due to many AR applications already being used in our day to day lives such as Snapchat filters and Pokemon Go.
(figure 4.)
VR allows users to immerse themselves into a reality that might not be real. Widespread implementation of virtual reality is the use of VR in the video game industry. Oculus Rift was an early competitor in the VR landscape pushing technological boundaries; through multiple revisions pushing the envelope for a more seamless realistic experience, was shown to be the premiere immersive experience for video games, allowing users to feel as if they were a part of the experience rather than just playing it.
How Some Industries Are Using it
As the use of technology continues to develop and grow, many industries are now looking into incorporating immersive technology to gain a better success in reaching out to their targeted audience. Some industries that use immersive technology are publishers, e-commerce, CPG, training, real estate, maintenance and repair, and stores such as IKEA to gain a better, competitive advantage.
Publishers have started using AR to help create an interactive experience for their readers and allow them to further enhance the stories that are read into life by highlighting certain elements of their story. For instance, certain features include having animated graphics and texts that enables the reader to see more value of the story or see it in a new perspective. However, some have criticized that this experience comes with a price, but this experience allows the publisher to reach an audience that enjoys the use of technology and wants additional features. Since the use of AR, the engagement rates have increased by 30%.
E-commerce is one of the largest markets for AR and have increasingly invested in AR. Consumers are expressing interest in being able to try and buy virtually before finalizing an online order. For example, the IKEA’s Place app lists over 2,000 products and is available for consumers to visualize and determine whether or not the dimensions of the product will fit in their home.
CPG, which are consumer products, are using AR as a method of creating a brand identity that enables them to connect with consumers more. Creating an identity for their products, product packaging, logos, or posters became an essential aspect in creating a message and emotional effect to a particular audience. Brand managers and marketers value the idea of using AR due to the amount of engagement they are able to obtain.
Training purposes have started investing into AR products to enhance traditional learning with digital information to enhance comprehension. Additionally, it is also ideal in situations such as new hire onboarding and performance support. For example, in retail, employees can point their devices at a product and there will be training for them immediately, or if there is a risky surgery, surgeons can stream data that can help them real-team throughout the procedure. Overlaying the digital information can help the individual learn as they are completing the task.
Real estate also uses immersive technology to view homes in 360. This allows the clients to use a VR headset within the office of the developer or broker and can easily use it to go through a virtual walk-through without having to travel far for. The time consumed through selecting properties for viewing can decrease as they go through pre-recorded guided tours. Aside from selecting properties, VR is also used in property design where architects can move and place objects wherever they please without having to redesign and ultimately saves them hours on having to redraw.
Maintenance and repair are the most popular uses for AR and VR. It shows step-by-step instructions when performing tasks and provides remote assistance for support or guidance. For example, equipment manufacturers and service departments can use immersive technology to increase productivity and allows them to reduce maintenance costs.
Possible Issues
There are some security concerns when using augmented and virtual reality. When using these tools for complex secure applications, such as medical or security cases there needs to be very strong and strict controls that ensure that there are no vulnerabilities. Protecting an immersive media that requires accurate human inputs, you need to to have preventive measures against things like ransomware, which can lock a user out of a system until demands are met. This type of attack can lock a user out and would eliminate any possible way to use the device hindering any type of productivity. There are also concerns with physical safety due to VR devices blocking a users view of the real world, which might lead to a lack of situational awareness, and cause accidental harm to themselves or the environment around them.
Your Thoughts about the Future Use of this Tech
The limits of immersive technology have yet to be reached, we have yet to experience the true power of immersive tech. With its increasing use in gaming, entertainment, retail, military industry and many more, future humanity reality will change rapidly. Immersive technology will soon be the face of human with real world interaction, most people will stay at home and interact with the outside world with virtual reality. Office meetings will be held through virtual softwares, wars will be fought with remote control soldiers and vehicles, and people will travel endlessly to different time zones and places, essentially losing touch with humanity and the environment.
References
- Abulrub, A. G., Attridge A. N., and Williams, M. A. (2011). Virtual reality in engineering education: The future of creative learning. IEEE Global Engineering Education Conference (EDUCON). Amman. 751-757. Retrieved from http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=5773223&isnumber=5773100
- Biocca, F., & Delaney, B. (1995). Immersive virtual reality technology. Communication in the age of virtual reality, 15, 32.
- Bowman, D.A., McMahan, R.P. (2007, July). Virtual reality: How much immersion is enough? Virginia Tech. 36-43. Retrieved from http://www.cs.rug.nl/~roe/courses/OriInf/Bowman-Virtual-Reality
- Covarrubias, Cara. What is immersive technology? Advrtas. https://advrtas.com/immersive-technology/
- Dasey, D. (2017). A better reality. IKEA. Retrieved from https://highlights.ikea.com/2017/ikea-place/
- Greenemeier, L. (2016, July 13). Is Pokémon GO Really Augmented Reality? Retrieved April 15, 2019, from https://www.scientificamerican.com/article/is-pokemon-go-really-augmented-reality/
- Rubin, P. (2018, July 19). The Inside Story of Oculus Rift and How Virtual Reality Became Reality. Retrieved April 15, 2019, from https://www.wired.com/2014/05/oculus-rift-4/
- Kalfel, J. (2018, October 17). VR: The Next Generation Of Immersive Technology. Retrieved April 15, 2019, from https://www.digitalistmag.com/digital-economy/2018/10/18/next-generation-of-immersive-technology-06191117
- Securing Your Reality: Addressing Security and Privacy in Virtual and Augmented Reality Applications. (n.d.). Retrieved from https://er.educause.edu/articles/2018/5/securing-your-reality-addressing-security-and-privacy-in-virtual-and-augmented-reality-applications
- Quytech. (2018, November 28). Immersive Tech: How Businesses Are Generating Returns. Retrieved April 13, 2019, from https://www.prnewswire.com/news-releases/immersive-tech-how-businesses-are-generating-returns-300756181.html
- Gilliland, N. (2018, September 18). How publishers are using augmented reality to bring stories to life – Econsultancy. Retrieved April 13, 2019, from https://econsultancy.com/how-publishers-are-using-augmented-reality-to-bring-stories-to-life/?cmpid=ECON-DAILYPULSE-UK-011217-084616&utm_medium=email&utm_source=newsletter&utm_campaign=ECON-DAILYPULSE-UK-011217-084616
- Lozano, J. (2018, October 09). What Augmented Reality Training Is And How To Leverage It In Your L&D Process. Retrieved April 15, 2019, from https://elearningindustry.com/what-augmented-reality-training-is-leverage-ld-process
- Sreekumar, N. (2019, February 19). Reimagining Real Estate Through Immersive Technology. Retrieved April 15, 2019, from https://www.whatsnextcw.com/reimagining-real-estate-through-immersive-technology/
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