How can Businesses Utilize Extended Reality?
Extended Reality (XR) as a term encompasses all virtual reality (VR), Augmented Reality (AR) and Mixed Reality (MR) technologies. While the three terms are often used interchangeably, there are some fundamental differences between them. Virtual reality (VR) offers a fully immersive digital environment for users to experience a simulated world. With the use of VR equipment like VR headsets, users can move around the artificial world and interact with simulated objects.
In the case of augmented reality (AR), digital objects and information are superimposed over the real-world environment providing an enhanced user experience. Mixed reality (MR) includes components of both VR and AR technologies so that the user experience includes interaction with both physical and digital objects. All of these technologies can use Haptic Technology, the ability to enhance the virtual experience by adding physical sensations like vibrations, motion, and air movement to make the experience feel more real. As AR, MR, and VR technologies are different but often overlap when applied in innovative solutions, the term Extended Reality (XR) is used to include VR, AR and MR technologies.
Practical applications of XR technologies can be seen across industries ranging from gaming to manufacturing, healthcare, retail, real estate and more. Here we bring to you XR use cases from various industries.
Manufacturing
XR technologies provide numerous benefits to the manufacturing industry. XR tools can help employees get trained faster and more efficiently and help organizations overcome skill gaps. They can also ensure employee safety in hazardous manufacturing environments by providing them with real-time information about the factory floor. Product design in areas such as automobile industries can be a long process. With XR, designers and developers can visualize their concepts in 3D renderings and predict performance of the models before they enter the manufacturing phase. BMW is one automobile manufacturers already using these technologies for rethinking vehicle development.
Ecommerce
IKEA Place app demo | YouTube
Ecommerce sites are adopting XR technologies to offer consumers real-world experiences when visiting their websites. These can include features that let consumers virtually try on clothes before they purchase them. Buying furniture online can be difficult as consumers are unsure if the products would properly fit the space and look as expected. Furniture retailer IKEA allows consumers to use their mobile devices to virtually place furnishings in their space to experience the look and feel before they order and assemble them. This not only provides a great consumer experience but also helps the company reach a larger number of potential consumers.
Real Estate
Buying or renting a property can be a tedious affair requiring travelling to the actual location and taking a tour. These deals often take a long time to close as the prospective buyers and tenants need to ensure that their investment is smart, and their needs are being met. It is an equally cumbersome process for the realtors who must keep up with their clients. With XR technologies, realtors can provide their clients immersive walkthroughs of the space without requiring them to be physically present at the location. Furthermore, these VR/AR apps can help individuals understand how best they can use the space by digitally overlaying furniture and lighting fixtures. AR apps such as RealAR and VR tools like Matterport help realtors provide XR experience to prospective buyers and tenants.
Healthcare
Extended reality (XR) technologies have numerous applications in the healthcare industry. AR tools can show surgeons their patients’ vitals on a head-mounted display while performing surgery thus allowing them to concentrate on surgery. It can also be helpful in providing medical students hands-on experience on anatomy using holograms instead of bodies. XR tools like Surgical Theater help doctors have a thorough understanding of the underlying condition before acting. XR can also be helpful in areas such as stress reduction, physiotherapy, psychological treatment, chronic pain treatment and others.
Summary
As extended reality technologies develop along with contributary technologies such as artificial intelligence (AI), machine learning (ML) and newer hardware, their applications will increase across industries. Emerging concepts such as the Metaverse and digital twins will further boost the applicability of XR technologies.
