How Will Businesses Change With Virtual Reality?
You are in the market for a new home, so you tour
the house. You look up and down and inspect every inch of the place, assessing
the dimensions to get an idea of whether that cabinet you have will fit in the
corner. The house is in California, but you are currently in New York … and are
looking at your smartphone.
Where you would have once looked through static
2-dimensional photos of the house online before traveling across the country to
inspect the location in-person, virtual reality offers the possibility of
viewing both real and artistically created locations in stereoscopic 3D. With
virtual reality, you could view actual footage of the house in 3D from anywhere
you can get an internet connection.
If you are not familiar with virtual reality, you
can read Joerg Kaufmann’s blog post for a more detailed explanation, but essentially,
it involves wearing some type of glasses or goggles that would visually block
out the “real” world around you and replace it with 3D video and images. You
are able to move your head around so that when you physically look up, you
would see the virtual ceiling, and when you look down, you would see the
virtual floor. This can also include audio, and with motion tracking or some
type of controller, virtual reality can also allow you to interact with the
virtual environment such as by walking around or picking up and manipulating
objects.
At Google’s recent I/O conference, the company
announced a new camera rig, called Jump, that could help make the house hunting scenario a
reality. The Jump rig consists of 16 cameras arranged in a circle that can
capture video and images in stereoscopic 3D that can be used to create a
virtual reality. The cameras capture overlapping video, and then, Google’s
computing power is used to stitch it all together to form a 3D video that will
soon be supported for playback on YouTube.
Virtual reality is often considered more in terms
of video games and similar artistically created environments, but with
something like Jump, that virtual reality can be composed of actual images and
video of the real world. That leads us to imagine some interesting uses for
virtual reality.
GoPro 360 Camera Array for Google Jump
During the conference, Google showed a video
demonstrating what it calls Expeditions, virtual reality field trips meant for
the classroom that utilize Google’s inexpensive virtual reality device, Google
Cardboard. Cardboard devices are
literally cardboard boxes with a couple of lenses that you can slide a
smartphone into to view 3D virtual reality. Expeditions aims to take students
to faraway places that they would normally be unable to visit due to cost and
other factors. If students are studying coral reefs in science class,
Expeditions can be used to allow them to get an immersive 3D view of actual
coral reefs that could be filmed with Jump.
Google Cardboard
Similarly, these concepts and technologies can be
applied to other areas including marketing, organizational education and
training, entertainment, and travel.
Much like our real estate example, imagine sitting
in and even driving a car in virtual reality. You could visit an out-of-state
college, tour a real theme park and maybe even sample a few rides, or walk down
an aisle of a store and view real products in 3D before making a purchase.
Simple 2D photos and textual product descriptions might seem archaic when you
can manipulate a virtual, three-dimensional, photo-realistic version of a
product before buying it.
Have you ever wanted to attend an in-person
conference or trade show, such as SAP’s SAPPHIRE NOW, but could not fit the trip into your schedule?
virtual reality could one day allow people to virtually attend a live
conference in a more immersive way if camera rigs such as Jump are set up at
the event and the technology is eventually able to stream video feeds in
real-time (or at least near real-time). Attendees could feel like they are
walking around a geographically distant convention center with other attendees
who are physically attending the event, visit exhibitors’ booths and view them
in 3D, and maybe even interact with booth representatives or other attendees
via video chats. Meetings and events might never be the same.
Have you ever taken an e-learning as part of your
job? They are a cost effective means of recording some type of training or
educational lesson and publishing it for on-demand viewing by employees or
“students” around the world. Now, imagine that you filmed some hands-on task
using something like a Jump camera array. It would provide the learner with an
immersive experience, a simulation that would allow the learner to get a feel
for the environment in which he or she might perform the task. The learner
could walk through the virtual world and examine what is happening from various
angles. This could allow for a more accurate and clear demonstration of the
task to be presented, thereby enhancing comprehension of the training (not to
mention it might just be fun!). This could lead to more educationally-effective
and cost-effective trainings, especially for physical tasks.
The concept of virtual reality has been around in
the video game industry for several decades. These past efforts failed due to
limitations of the technology at the time, but modern technology has made
significant improvements since then. Virtual reality in the video game industry
is currently making headlines thanks to more modern efforts by companies such
as Oculus and Sony. Virtual
reality can allow you to feel like a character within the video game world,
moving through and interacting with imaginative, completely computer-generated
environments.
However, imagine what a camera system such as Jump
could mean for other entertainment media. You could soon experience a movie in
first-person through virtual reality. As you follow the main character around,
you could turn and look around to view the character’s surroundings in 3D and
feel like you are in the movie. Forget about visiting the theater to view the
latest film on the big screen. A screen about the size of your smartphone might
soon offer the most immersive way to watch a 3D movie.
Virtual reality could also be meaningful to people
with limited physical mobility as it would allow them to tour places they might
not have otherwise been able to visit and do so by viewing actual video footage
of real places. However, everyone might be interested in the ability of virtual
reality to provide the realistic sights and sounds of faraway places. Combined
with other sensory stimuli, such as a beach scent, light breeze, and some heat
to simulate sunlight, virtual reality could allow you to create a fairly
immersive, multi-sensory simulation of sitting on your favorite beach. While it
would not be a real substitute, it might just be the next best thing.
Virtual reality presents a number of opportunities
for more immersive marketing and sales, educational, entertainment, and travel
(simulation) experiences. Systems such as Google Jump that combine a camera
rig, computational power to assemble the videos, and a platform to host the
completed virtual reality videos could make the creation and sharing of virtual
reality content easier and more mainstream. Virtual reality has the potential
to alter user interaction in a way that could affect many businesses, and it
will certainly be interesting to see how virtual reality is eventually applied
to these and other use cases in both the short-term and the more distant
future.
What types of uses do you see for virtual reality?
How do you think businesses will be changed by virtual reality? Please share
your thoughts in the comments.
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