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
Whats 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
https://www.youtube.com/watch?v=gEb4UFIuXLM
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
https://www.youtube.com/watch?v=g1oYoq4obgM
AR/VR in Manufacturing/Health/Medical/Military/Education
VR Pain Relief,Childrens 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
https://drive.google.com/file/d/0BxNvMLcukt2gbmtJcVIzT3AteVU/view?pref=2&pli=1
Science Manchester application - VR
Content was shot using Samsung 360Degree cameras
E.g. Top of buildings to show Manchesters 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
https://www.youtube.com/watch?v=g1oYoq4obgM
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
https://www.youtube.com/watch?v=g1oYoq4obgM
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
http://www.thebox.fi/en/?userLang=en
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
http://technorthhq.com/http://www.thevrara.com/http://www.technorthadvocates.com/
https://www.youtube.com/watch?v=oXQSFZcc1i8&t=7shttps://www.youtube.com/watch?v=oXQSFZcc1i8&t=7shttps://www.youtube.com/watch?v=oXQSFZcc1i8&t=7shttps://www.youtube.com/watch?v=oXQSFZcc1i8&t=7s
Dr. Timothy Jung
Director, Creative AR & VR Hub, MMU
Website: www2.mmu.ac.uk/creativear
Twitter: @DrTimothyJung
E-mail: t.jung@mmu.ac.uk
