XR in the Modern World
Abdur Rehman
Agile Project Management | Project Analytics | Business Intelligence | Prompt Engineering | Creativity
Oculus and HTC virtual reality headsets in 2016 marked a pivotal moment, stirring industry excitement about the potential applications beyond gaming. The subsequent shift to Extended Reality (XR) in 2020, encompassing both Virtual Reality (VR) and Augmented Reality (AR), ignited expectations for transformative impacts across various sectors. Maria Pardee, the Senior Vice President and General Manager for Workplace and Mobility at DXC Technology , situated in Virginia, expressed that the current trajectory of workplace digital transformation is reaching a critical juncture. Enterprises are now adopting immersive solutions that seamlessly connect the physical and virtual realms. In her statement, she underscored the organization's commitment to leveraging AR, VR, and Mixed Reality (MR) to integrate the desired digital functionalities of the next generation. This approach aims to empower employees with increased mobility and independence while ensuring essential elements such as robust security, production efficiency, and the agility demanded by modern businesses.
Hardware plays a critical role in shaping the XR landscape. Meta and HTC making significant strides in the VR enterprise sector by introducing gaming VR headsets, including upgraded versions like the HTC VIVE . According to a comparison of a wide range of VR Head-Mounted Displays (HMDs) technologies and designs by defining a new set of metrics that are:
Ten HMDs are based on various criteria, including neck strain, heat development, and colour accuracy. Other metrics such as text readability, comfort, and contrast perception were evaluated in a multi-user study on three selected HMDs, namely Oculus Rift S, HTC Vive Pro and 三星电子 Odyssey+. Results indicate that the HTC Vive Pro performs best concerning comfort, display quality and compatibility with glasses. Advancements in enterprise AR have achieved the independence of AR glasses from computers. The widespread adoption of 5G and the integration of edge computing, are positioned as key catalysts for the future growth of both AR and VR. Notably, XR platforms are categorized as either closed (e.g., Oculus VR , ARKit) or open (e.g., HTC , 微软 , 谷歌 ), underscoring the diverse approaches taken by industry players. A device like the Apple Vision Pro , with cutting-edge features such as high-resolution displays, spatial mapping, gesture recognition, advanced tracking, powerful processing, immersive audio, and a lightweight, comfortable design, has further redefined the XR landscape by seamlessly integrating digital and physical worlds.
Delving deeper, the XR landscape unveils a contrast between consumer and enterprise adoption, and as XR companies initially targeted consumers, their expansion into the enterprise sector led to ambitious revenue projections. However, a significant discrepancy emerged between optimistic forecasts and actual enterprise XR sales. Sales forecasting has been given a reactive role because inaccurate assumptions do not stem from a lack of techniques, knowing the drivers of sales and demand is crucial to the success of sales forecasts. On single-variable forecasts taking risks on sales forecasting can be extremely important for strategic decisions. Recent history is inundated with stories of corporations and in some cases entire industries that have made strategic errors because of inaccurate sales forecasts. In fact, for years, sales forecasting has been given a reactive role in these organizations, its placement downstream in the corporate hierarchy, usually Operations/Planning, gets reduced to the function of a clerical support position. Subsequently, corporate executives have tried to automate the function by investing enormous sums of money in large one-dimensional black box mainframe systems. Their reluctance to recognise sales forecasting as a retrenchment strategy (i.e., lowering inventories), increasing sales volumes via market penetration strategies (i.e., reduction of backorders/improved customer service), and most importantly, identifying those variables whose relationships impact sales demand have only compounded the problem. Inaccurate assumptions do not stem from a lack of sales forecasting techniques because regression analysis, historical trend smoothing, and other effective descriptive and predictive techniques have been available to most companies for years.
Unfortunately, they share a fundamental mistaken assumption that relationships driving sales demand in the past will continue!?
Gaps in forecasted and actual sales for 2019, as highlighted by a 2018 report, underscored the need for a nuanced understanding of the XR market dynamics. A 2018 report, on forecasted and actual sales for 2019, revealed significant gaps indicating a need for a more nuanced understanding of the XR market dynamics, strategic decisions are discussed on three levels: aggregate retail sales in a market, in a chain, and at a store. The data-rich environment at lower product hierarchies makes data pooling an often appropriate strategy to improve forecasts. Still, success depends on the data characteristics and common factors influencing sales and potential demand. Distribution challenges, especially the absence of a dedicated XR marketplace for enterprise apps in early 2020, prompted XR companies to integrate device management software for security and operational needs. Ultimately, marketing mix and promotions pose an important challenge, both to the researcher and the practising forecasters.
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The success and expansion of XR applications rely heavily on robust development platforms and diverse ecosystems. Three of the main applications of VR that present valuable opportunities for product development are simulation, skills training, and communication with distributed colleagues or third parties (e.g. users, experts, and customers).
In Lahore, we suggest that Kiwi Creations leverage XR technologies in the creation of interactive and immersive experiences. Kiwi Creation, a company specializing in extended reality (XR) technologies, has implemented a range of innovative solutions i.e. 2D/3D game development from casual mobile games to immersive PC and console experiences; metaverse development services to bring a vision of a new dimension to life for gaming, education, or business purposes; AR/VR development services to create immersive experiences that blur the line between reality and virtuality; custom blockchain solutions to launch NFT platform; and creation of custom tokens to the implementation of secure payment systems and marketplaces. We have studied their proactive initiatives in developing their game development house in the last three years under the leadership of Mr Umair A. , an Alumni of the University Of Central Punjab , determined and innovating to add value in such perspectives.
The deployment of such tech will dramatically increase in non-entertainment environments, such as professional education and training, manufacturing, service, or low-frequency/high-risk scenarios. Clinical education is an area that especially stands to benefit from VR technology due to the complexity, high cost, and difficult logistics. The COVID-19 pandemic has exposed a variety of new scenarios in which these technologies could play an essential role, like providing remote treatment. Disorders that traditionally had received less attention are also getting in the spotlight, such as depression or obsessive-compulsive disorder. Improvements in equipment and hardware, like Mixed Reality Head Mounted Displays, could help open new opportunities in the mental health field. The effectiveness of deploying VR systems is subject to factors that may not be necessarily considered for devices targeting the entertainment market.
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"We agree, the potential of XR to transform industries is unparalleled! ?? As Steve Jobs once said, 'Innovation distinguishes between a leader and a follower.' Embracing XR is stepping into leadership. By the way, if you’re into creating impactful change, check out an opportunity to be part of the Guinness World Record for Tree Planting with us! ?? https://bit.ly/TreeGuinnessWorldRecord"
Thrilled to see your passion for XR and its transformative power! ?? Steve Jobs once said, “Innovation distinguishes between a leader and a follower.” Keep leading the way by reshaping realities! ?? #Innovation #XRLeadership