The Power of Augmented Reality and Virtual Reality for ... ??The Power of Augmented Reality and Virtual Reality for Business ... AUGMENTED REALITY VIRTUAL REALITY ... •Integrating AR into mobile

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  • 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

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