VIRTUAL REALITY & AUGMENTED REALITY HARDWARE AUGMENTED REALITY INTEGRATED-MOBILE EVOLUTION OF VR/AR SOLUTIONS MOBILE-HYBRID CONTACT SOLUTIONS

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Have you ever wanted to escape reality, and see what it would be like to explore the world of your favourite movie or video game? Or maybe you wanted to be feel like you were on a diﬀerent planet, or swimming deep beneath the sea. Enter Augmented Reality (AR) and Virtual Reality (VR). Both AR and VR aim to enhance the world around us or submerge us into a completely new atmosphere, all from the comfort of our own living rooms (or bedrooms, or oﬃces, etc.). These interactive experiences leverage multiple technologies to immerse us into realistic experiences. These technologies aren’t all fun and games though; AR and VR have consumer and

commercial applications as well. AR and VR have evolved to become easily accessible and utilized by anyone. So far it would seem that they are very similar, which is true, but there are

diﬀerences between the two.

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V R + A R

A R

V R

VS

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VR: ESCAPE FROM REALITY

Virtual Reality (VR) is often the term consumers are most familiar with, as it has been around for quite a while. Virtual Reality serves as a means to bring multiple types of media to life through the use of immersive technologies and user interactions. Viewed as a

complete experience, VR specializes in bringing experiences to life by plunging the user into a set scenario, blocking out the real

world, through the use of audio, video and user input. Typically consumer interactions with VR revolve around media consumption such as movies, advertising, video games and marketing initiatives. VR is still in its infancy, which means the cost is still quite high for the head-mounted devices necessary to create the feeling of being in another world. However, through innovation over time, the cost of entry should lower significantly.

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AR: BRING THE REAL WORLD TO LIFE

Augmented Reality (AR) serves to alter aspects of the world as we see it. AR technology is used to create an experience in the real world without submerging the user into a completely virtual world. This is usually done by overlaying images and text onto what the viewer is currently looking at in real-time. Augmented reality can be experienced through various devices including smartphones,

tablets and specifically designed wearables. AR is typically used to bring individual pieces of the real world to life, for example, looking at a billboard with your smartphone camera can transform the billboard into a video.

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V R + A R

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THE POSSIBILITIES OF AUGMENTED REALITY

AR experiences that amplify real world experiences such as

concerts and sports events are seen as some of the best uses of AR for consumers. Aside from consumer use, AR also has several commercial applications to aid users in industries such as

construction, manufacturing, education and healthcare.

CONSTRUCTION

Imagine being able to overlay blueprints on top of the actual job site in real-time to better visualize your project. This would better allow supervisors to foresee any problems that could arise.

MANUFACTURING

If used correctly, AR could help reduce the cognitive workload on the workforce by showing step by step instructions with both visual images and written text, which should be able to help reduce

human error.

EDUCATION

AR allows for a much more immersive and interactive experience in the classroom, which will help teachers keep students engaged.

HEALTHCARE

Healthcare has a wide range of AR applications from making it easier to teach anatomy, providing required information during surgeries, to even making it easier to identify veins when issuing shots.

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INTEGRATED-MOBILE

SOLUTIONS

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I N T E G R A T E D M O B I L E S O L U T I O N S

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INTEGRATED MOBILE SOLUTIONS

Not all AR and VR solutions are years away from completion and need complex hardware to take advantage of. Integrated mobile solutions rely on native mobile apps to create AR and VR

experiences. Leveraging the power of native and proprietary mobile apps provides the developer with full control over content.

Furthermore, native apps provide full access to device hardware such as the camera and various sensors to create an even deeper experience. The developer is free to update content as frequently as they like with the ability to easily and quickly cycle content. For end users, integrated solutions mean ease of access as these solutions require no additional hardware and the user only has to download the app. For developers these proprietary apps provide analytics, user information, app usage and behaviour statistics that play well with a CRM strategy.

The prominence and success of integrated solutions revolves around mass market appeal and limited barriers to entry. Here are two of the more popular examples of apps that take advantage of AR Technology.

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I N T E G R A T E D M O B I L E S O L U T I O N S

DEVICE HARDWARE

NATIVE CAMERA

SENSORS

INTEGRATED

MOBILE

SOLUTION

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LAYAR

Developed in 2009, Layar, seeks to provide the highest quality interactive tools and augmented reality. The app, which is available for iOS, Android, and Blackberry, is attempting to bridge the gap between print ads and digital media. Layar uses the mobile

device’s camera to create an AR experience based oﬀ physical advertising, such as posters, billboards, and magazine ads (Similar to the Daily Prophet newspaper from Harry Potter, complete with moving virtual images). Users open the app and scan specific advertisements to gain access to multimedia, social media, and surveys related to the advertisement. There are endless possible applications for Layar: marketers have used it for experiential campaigns, restaurants have used it to spice up their menus, and educational professional can make learning more interactive. Layar also oﬀers a SDK which allows other developers to embed the technology into existing mobile apps, which is allowing it to be used by thousands of brands. In recent years, Layar has also

expanded to include geo layers which allow users to display points of interest based on their location; a very practical feature for

travellers. With over 40M+ downloads to date, Layar continues to be a very important player in the AR movement.

AUGMENT

Augment is a AR app which is focused on B2B solutions that allows users to upload 3D models into the app and view them in physical space through a mobile device. The app is available on both iOS and Android, and is compatible with the cloud computing software Salesforce. This partnership allows the user to view their products in their clients environments during sales presentations. Similar to Layar, Augment also utilizes interactive print capabilities, which allows ads to literally come oﬀ the page. However, what really separates Augment is its ability to upload 3D designs and superimpose them on the real world. This can be useful for businesses to visualize how a product will look in a store, or a consumer who is trying to decide what type of couch to buy for their living room. One exciting outcome of augment is that

consumers can be more confident when purchasing larger sized items (refrigerators, beds, couches, etc.) online. Consumers can now “try-on” these items and see how they will mesh with their current surroundings, which should eliminate one of the main barriers of eCommerce.

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MOBILE-HYBRID

SOLUTIONS

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M O B I L E - H Y B R I D S O L U T I O N S

Unleashing the true power of

smartphones

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WHERE DOES MOBILE FIT IN?

Smartphones have transformed the way that users experience AR and VR. Previously these experiences required dedicated and

pricey hardware that was unattainable for most. The introduction of mobile AR and VR experiences has served as a disruptive force within the industry, allowing anyone with a smartphone to enjoy AR/ VR. The versatility and power of mobile has led to the introduction of various mobile solution which will be expanded on below:

MOBILE-HYBRID SOLUTIONS

Hybrid VR solutions are able to take advantage of the power of your smartphone to create a virtual environment. Rather than house a computer in the headset or attach to a PC, hybrid solutions

create a sort of theatre for your smartphone. The benefits of hybrid solutions are that they are low-cost, they can introduce you to VR and that they can operate on the iOS and Android operating

systems, which are familiar to developers. There are a small

number of these products currently on the market, but expect that number to grow once consumers begin to realize the power and possibilities of VR products.

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Mobile

Mobile-

Hybrid

VR/AR

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GOOGLE CARDBOARD

Google’s Cardboard is their way of creating a low-cost DIY VR system with hopes of making VR accessible to a wider range of consumers. The kit, which can be purchased for as low as $5, is actually a set of instructions available for free download on the company’s website. Once the kit is assembled, the user places their iOS or Android smartphone in front of the lenses. There are a wide variety of apps compatible with cardboard which can be found in the Google play store and iOS app store. Although not as high tech as Google’s other VR/AR oﬀering, Google Glass, Google cardboard is still a fun and cost eﬀective way for people to get introduced to VR/AR.

Specs:

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Google Cardboard oﬀers a free SDK that developers can use to   create VR experiences for Android and iOS.

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Several companies have expanded upon Google Cardboard,   creating headsets from “fancier” materials.

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Google Cardboard kits can be purchased for as little as $5.

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SAMSUNG GEAR VR

The Samsung Gear VR is a VR headset that came out of a partnership between Samsung and Oculus VR. Unlike Google Cardboard, Gear VR is only compatible with specific models of Samsung smartphones. The first version utilized the Galaxy Note 4, while the newer version is able to work with the Galaxy S6 and Galaxy S6 Edge to create immersive experiences. Currently there are only a small range of games and movies that can be

downloaded through the Oculus Store, but they are promising to expand the library in the near future.The Gear VR is significant because it shows how important the software is for the VR

experience. While most other VR/AR devices have their software built right into the headset, the Gear VR allows the user to harness the power of their smartphone. While it is a clever marketing move to maintain brand loyalty, the fact that it is only compatible with Samsung products will definitely limit the device from seeing widespread success. However, it is good sign for AR/VR that a company with as much of a global presence as Samsung is giving the industry respect.

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Specs:

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Features several sensors and a physical interface built into the   headset.

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Oﬀers a 96 degree viewing angle.

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Oﬀers VR Gaming, VR Cinema and 360 degree experiences.

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Retails for $199

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High Frame Rate Preview (60fps)

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VIRTUAL REALITY

HARDWARE

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V R H A R D W A R E

Tricking the mind to believe in a virtual

world

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OCULUS RIFT

Not all AR and VR solutions are years away from completion and need complex hardware to take advantage of. Integrated mobile solutions rely on native mobile apps to create AR and VR

experiences. Leveraging the power of native and proprietary mobile apps provides the developer with full control over content.

Furthermore, native apps provide full access to device hardware such as the camera and various sensors to create an even deeper experience. The developer is free to update content as frequently as they like with the ability to easily and quickly cycle content. For end users, integrated solutions mean ease of access as these solutions require no additional hardware and the user only has to download the app. For developers these proprietary apps provide analytics, user information, app usage and behaviour statistics that play well with a CRM strategy. The prominence and success of integrated solutions revolves around mass market appeal and

limited barriers to entry. Here are two of the more popular examples of apps that take advantage of AR Technology.

V R H A R D W A R E

Specs:

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Expected launch Q1 2016

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Estimated $1,500

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110° field of view

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1280x800 resolution

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Bundled with an XboxOne controller and two Oculus Touch   controllers 

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HTC VIVE

Smartphone manufacturer HTC has teamed up with video game developer Valve to create the HTC Vive. Similar to Oculus Rift, the Vive has a head-mounted display and optional handheld

controllers. What sets the Valve apart is that it allows the user to move around the room thanks to two wireless infrared cameras that are placed in opposite corners of the room and act as beacons. While you are moving around, 37 sensors on the headset relay data to the cameras and create a virtual arena for you to naturally

interact with (and making sure you don’t knock down that lamp in your living room). Another advantage that the Vive has is its early release date, scheduled for the 2015 holiday season. By getting out in front of the Oculus Rift and other VR hardware, the Vive hopes to take advantage of the early adopters. HTC is also hoping that its partnership with Valve will strike a chord with the gaming

community and allow the Vive to take oﬀ. HTC’s ultimate goal for the Vive is to be able to transform their brand from a “smartphone company” to a “technology company.”

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V R H A R D W A R E

Specs:

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Expected launch Nov 2015

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No specific $, but developers hinted at higher price range

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110° field of view

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1080x1200 resolution

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Powered by Valve's Steam VR platform

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Utilizes Steam controller and two Vive wands

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AUGMENTED REALITY

HARDWARE

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A R H A R D W A R E

Helping information come into sight

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Microsoft Hololens

Microsoft has never been one to shy away from trying out new and exciting technologies, and the Hololens ensures that they will not miss out on the AR/VR revolution. The Hololens consists of a head-mounted display, and interactive software which projects

interactive 3D holograms onto the real world. Hololens is an oﬀshoot of the Kinect technology which Microsoft developed for their Xbox consoles in the late 2000’s. Whereas VR tries to take you out of reality,the Hololens augments reality to attempt to improve the user’s life. Although conceived with gaming in mind, Hololens has a wide variety of non-gaming applications such as remote instruction, 3D computer design, virtual reality user interfaces, and video communications that it plans to have ready for the launch. The Hololens will also integrate into the Microsoft ecosystem nicely, as it is already compatible with Windows 10 and Xbox One. The Hololens is still a couple of years away from consumer launch, but it is well on its way to creating excitement about the immersive world it intends to place users in.

A R H A R D W A R E

Specs:

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Expected 2016 launch for developer kits

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Estimated between $500-$1,500

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Three processors: CPU, GPU, HPU

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Works through Windows 10 interface

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User interacts through gaze, voice, and hand gestures

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Google Glass

Although many people view Google Glass as a disappointment, there were a number of positives that came out of the original spring 2013 launch. Firstly, it put AR & VR back on the collective societal radar in North America, if not the world. It also showed that major companies were willing to invest large amounts of resources into their AR/VR projects, which only added legitimacy to the

industry. The original Glass resembled a normal pair of glasses (without lenses), with a small projector over the right eye, which reflected real time images to the corner of the wearer's vision. Google may have discontinued the consumer edition in January 2015, but are still committed to creating a similar device which can be attached to existing glasses for use in the workplace. The

onslaught of privacy issues (stemming from having a camera on your face at all times) that ultimately shut down the consumer

version do not aﬀect the workplace version. The main industries of focus for the new Google Glass will be health care, manufacturing, and energy. It is unsure how exactly they will be used, but there does seem to be considerable interest from industry professionals. If Google Glass is able to break through the stigma of its first

iteration, it may actually be able to have a productive and profitable second wind.

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A R H A R D W A R E

Specs:

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Launched in May 2015, stopped selling in January 2015

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$1500 price tag

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Ran on Android 4.4.2

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Prism projector, 640×360 pixels (equivalent of a 25 in/64cm   screen from 8 ft/2.4 m away)

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E V O L U T I O N O F V R / A R

From science fiction to non-fiction

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INQUIRIES

SALOME SALLEHY

[email protected]

TORONTO

171 EAST LIBERTY STREET, SUITE 204

TORONTO, CANADA M6K 3P6

INQUIRIES

PARISA DURRANI

[email protected]

NEW YORK

200 HUDSON STREET

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S O U R C E S

http://www.theverge.com/a/virtual-reality/oral_history http://www.techradar.com/us/reviews/gaming/project-morpheus-1235379/review http://fortune.com/2015/06/25/sony-morpheus-vr-e3/ http://www.theverge.com/2015/3/13/8212205/oculus-crescent-bay-two-screen-vr-headset-palmer-luckey http://www.techradar.com/us/reviews/wearables/microsoft-hololens-1281834/review/2 http://www.cnet.com/news/google-said-to-be-trying-out-new-version-of-glass-for-workplace/ http://www.theguardian.com/technology/2014/jul/22/facebook-oculus-rift-acquisition-virtual-reality http://eyetap.blogspot.ca/2012/07/physical-assault-by-mcdonalds-for.html http://recode.net/2015/06/23/virtual-reality-is-still-not-ready-for-primetime/ https://www.layar.com/about/ http://www.augmentedev.com/ http://www.makeuseof.com/tag/8-real-world-uses-microsoft-hololens/ http://www.cnet.com/products/samsung-gear-vr/ http://secfilings.com/News.aspx?title=marriott,_coke_and_others_utilizing_oculus_rift_as_virtual_reality_could_transform_industries&naid=894 https://www.layar.com/solutions/ http://www.augmentedev.com/ http://mashable.com/2013/03/11/augment-app/ http://www.advancedmanufacturinginsight.com/archived-articles/item/augmented-reality-manufacturing http://www.augmentedrealitytrends.com/augmented-reality/healthcare-industry.html http://www.itpro.co.uk/mobile/24780/microsoft-hololens-release-date-rumours-specs-pricing

http://mashable.com/2013/03/11/augment-app/

http://www.advancedmanufacturinginsight.com/archived-articles/item/augmented-reality-manufacturing

http://www.augmentedrealitytrends.com/augmented-reality/healthcare-industry.html

http://www.itpro.co.uk/mobile/24780/microsoft-hololens-release-date-rumours-specs-pricing

VIRTUAL REALITY & AUGMENTED REALITY HARDWARE AUGMENTED REALITY INTEGRATED-MOBILE EVOLUTION OF VR/AR SOLUTIONS MOBILE-HYBRID CONTACT SOLUTIONS

TABLE OF CONTENTS

VR: ESCAPE FROM REALITY

THE POSSIBILITIES OF AUGMENTED REALITY

MANUFACTURING

HEALTHCARE

DEVICE HARDWARE

AUGMENT

Unleashing the true power of

MOBILE-HYBRID SOLUTIONS

Mobile

Specs:

SAMSUNG GEAR VR

Specs:

VIRTUAL REALITY

HTC VIVE

Specs:

AUGMENTED REALITY

Microsoft Hololens

Google Glass

Specs:

From science fiction to non-fiction