How Virtual Reality is Changing Businesses
With orders for the first batch of Oculus Rift headsets now being processed, VR has finally moved out of the growth phase to become a real and palpable technology that anyone can now get their hands on. For industries this could mean a whole new network to research with. From schooling to spending, VR is exciting businesses with the future opportunities.
Not since the golden age of VR in the 1980s has virtual reality produced so much expectation amongst consumers and industries alike. The early vision in the 1950s from VR pioneers Douglas Engelbart and later on Ivan Sutherland, then Jaron Lanier has now developed into a reality.
Outside of the gaming sector where VR will show what it is skilled of to a waiting public, VR as a professional tool has also been rapidly emerging. Since the early developer units were available from Oculus, many initiatives have been investigating with these new virtual spaces.
Jaguar created what it called its ‘Actual Reality’ VR practice with a custom headset and a hydraulic platform with six-degrees of measure to create a fully incredible experience for its new F-Type car.
Shopping has also tested with virtual stores that you can move through even though it’s a a two-dimensional computer screen. Affordable access to a VR-like environment thanks to Google Cardboard makes for the perfect option to offer a more interactive and tactile virtual shopping experience, as Trillenium is building right now. We could all be experiencing what has been dubbed ‘V-commerce’ in the coming months.
Virtual reality is set to make a huge change and impression in the coming year
Below are insights from several companies working to develop virtual reality initiatives.
Dean Johnson, Head of Innovation, Brandwidth
The experience of 30 years in the strategy, tech and publication industries has resulted in Dean’s broad skill-base, all brought into play at Brandwidth, with brand creation, expansion and application at the heart, working across digital storytelling, narrative and audience engagement.
Mark Curtis, Founder and CCO at Fjord
Mark’s first business was Curtis Hoy, which established radio sales advertising from 1989. Highlights included introducing fixed frequency low-cost radios as a sampling driver for the Pepsi taste test, bringing drive-in movies to the UK for the first time ever (Diet Pepsi) and designing the first marketing use of virtual reality in 1993 (for a Unilever brand).
Albert (Bertie) Millis, Managing Director, Virtual Umbrella
Bertie manages the world’s first advertising agency specifically aimed at helping virtual reality businesses develop and grow their industries. The firm works with developers and fabrication studios, helping to promote their amenities to the general public and large brands seeking to create experiences by means of virtual reality.
Chris Savage, CEO of Wistia
Chris Savage is the chief executive and co-founder of Wistia, a video advertising and analytics platform that helps productions host, customise, and advertise video content.
Amelia Kallman, Innovation Consultant, Engage Works
Engage Works is behind the Flux LDN Innovation Lounge which is a new concept. It’s a global business that has just headed into Asia, many other markets and to Dubai. VR is a key part of Engage’s business and the company hosts headsets in its Innovation Lounge for all to try.
Alasdair Lennox, Executive Creative Director, FITCH
Over the last few years, Alasdair has led FITCH EMEA to win awards at Cannes Lions, LIAs, Eurobest, World Retail Awards Store Design of the Year and Retail Week Interior Awards: Design Team of the Year. He has has executed and judged art at Cannes Lions, the Brandrepublic Digital Awards and D&AD New Blood.
Luke Ritchie, Executive Producer, Nexus Interactive Arts
Luke is in charge of the management, strategy and day-to-day running of Interactive Arts in London. In 2016 he guides the company’s involvement in Google’s Made w/Code initiative which has seen the development of many interactive web projects and the fantastic real-time innovations, Holiday Trees, in front of the White House.
Joss Davidge, Director of the Unexpected, BEcause Brand Experience
With nearly 30 years of advertising experience on both the agency and client side, Joss knows that you have to be challenging creatively to grow professional sales. He says that technology is reshaping our world, and only those industries that can use these changes will be successful.