Virtual reality and augmented reality are fast becoming part of our new reality, it’s as simple as that. There will be plenty of skeptics, naysayers, and the like, but we’ve always had that when new technology comes along. I say this after not having held any prior opinion on VR and AR before my visit to this year’s Seattle Interactive Conference. But I feel that I’ve really come around to this new tech. It began to intrigue me after listening to the session put together by POP VP Dave Curry and HTC Vive Creative Director Jonathan Faunce.
Faunce and Curry provided a lively look at how new tech is already becoming the new normal in the way companies present their products. A great example is the old store catalog model. Forget print catalogs. Forget even PDF catalogs. The new trend is to provide an immersive experience. Consider Lowe’s Virtual Room Designer. Or IKEA’s Virtual Reality Kitchen Experience. Just type in “virtual” or “VR” and you will soon find that virtually everything will have its own virtual reality experience.
The signs of change are coming. Take 3D GIFs. They’ve been making the rounds these last couple of years and you’ll be seeing more and more of them. As the landscape shifts, big traditional companies will seek help. They needed it with the advent of the internet, and then with the emergence of social media. Faunce at HTC Vive and Curry at POP invite them all to give them a call.
One point that Curry and Faunce made really stuck with me: no matter how much they described VR and AR, you really have to try it to see for yourself. So, I did just that. SIC has a couple of stations, one by 8ninths and one by Samsung, and I dived in. The tech, at this point, is pretty remarkable. At 8ninths, I was completely blown away by my tour of a virtual car. I even got to look into the interior as well as check under the hood.
At the Samsung booth, I can tell, because I was looking for it, there is no motion sickness that’s going to grab you. If you get a chance, try the rollercoaster demo. In fact, stick around and try as many demos as you want. The more I did, the more I came away with a confidence in the tech. Who knew, but you can go inside a volcano and feel all giddy and get educated all in one.
Resolution will keep getting sharper and the immersive experience will continue to improve but we’ve clearly reached a tipping point. Imagine it this way: we’re already a couple of years in; we’re at the third generation level right now; and it’s just a matter of a few more production cycles. You can choose to join in or miss the boat and let your friend clue you in on how cool her goggles are. Nah, you’ll want to have a pair of your own too.
2 responses to “SIC 2016: It’s a Virtual World We Live In”
How topical for me. The current book that I am reading is Thomas Pynchon’s “Bleeding Edge.” I get a sense you may have incorporated that somehow in your article!
Thanks for your comment! Oh, “Bleeding Edge” is on my list!