The adjacent fields of augmented reality (AR) and virtual reality (VR) seem likely to dominate 2016 hype – with high-end VR headsets finally shipping in the first half of this year, and the curtain potentially being pulled back on what Magic Leap is actually about in AR. While VR is much more of a media-friendly platform, it is AR that will ultimately have more devices, applications, and regular users.
While many people lump AR and VR together – mainly because of the very similar hardware that advanced AR seems to be adopting – their application areas are pretty much mutually exclusive (VR’s total immersion versus AR’s “overlaying” of the real world). It’s early days yet, with few marketplaces, few devices aside from cheap viewers, and very little prior art to work from. Despite this, as VR builds into a sizable market beyond the 2016 hype/early adoption phase, digital media firms should start to:
I look in depth at AR and VR technology and opportunities in AR or VR – where digital media firms should focus first (report ID: ME0002-000648).
AR or VR – where digital media firms should focus first, ME0002-000648 (February 2016)
Virtual Reality: Are We Poisoning the Well? ME0002-000598 (August 2015)
Innovation Primer: Virtual Reality, ME0002-000563 (March 2015)
Paul Jackson, Principal Analyst, Digital Media
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