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WEBINAR Distinguish Hype From Reality: New Opportunities In Extended Reality

WEBINAR Distinguish Hype From Reality: New Opportunities In Extended Reality. Thomas Husson, Vice President, Principal Analyst @Thomas_Husson. December 6, 2017. Call in at 10:55 a.m. Eastern time. The coming wave of extended reality. Why so much buzz?.

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WEBINAR Distinguish Hype From Reality: New Opportunities In Extended Reality

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  1. WEBINARDistinguish Hype From Reality: New Opportunities In Extended Reality Thomas Husson, Vice President, Principal Analyst @Thomas_Husson December 6, 2017. Call in at 10:55 a.m. Eastern time

  2. The coming wave of extended reality

  3. Why so much buzz?

  4. Extended reality will enable us to share experiences • The next frontier for social • Feels like human teleportation • A third offline-online state

  5. VR will not reach critical mass before at least five years Source: Virtual Reality Isn’t Ready For Marketing Yet Forrester report

  6. Mobile’s disruptive offline power will activate AR at scale

  7. Digital platforms bet big on AR, led by Apple • “Augmented reality is profound. I am so excited about it; I just want to yell out and scream.” Tim Cook, CEO at Apple • Significant AR-related acquisitions by Apple over the past few years: Emotient, Faceshift, Flyby Media, Metaio, Perceptio, SensoMotoric Instruments, and, more recently, Vrvana • ARKit will soon be available to more than 400 million Apple users. Apple’s ARKit for iOS11 requires at least an iPhone 6S, iPhone SE, 2017 iPad, or iPad Pro.

  8. AR is a more natural extension of mobile behaviors.

  9. AR will grow faster in the enterprise and B2B space.

  10. Emerging best practices in creating AR and VR experiences

  11. Add extended reality to your strategic toolkit • Understand the appetite of your most valuable customers. • Identify where it adds value in your customers’ journeys. • Integrate extended reality in your broader strategy.

  12. Determine your VR opportunity among three experience dimensions • Aspirational brand • Complex path to purchase • Highly experiential and digital offerings

  13. Identify how AR and VR enhance the customer life cycle

  14. Apply emotional data throughout the customer life cycle

  15. Apply emotional data throughout the customer life cycle

  16. Apply emotional data throughout the customer life cycle

  17. Apply emotional data throughout the customer life cycle

  18. Involve interaction designers

  19. Learn from gaming companies

  20. Key takeaways • Extended reality will transform experiences, but AR will scale faster than VR. • Think strategically on how to add value with AR and VR. • Use interaction design, and measure emotions throughout the customer life cycle.

  21. Questions? Interactive discussion

  22. Marketers at B2C brands, take 20 minutes to benchmark your mobile and emerging tech survey Answer this questionnaire here.

  23. Follow-up reports • Marketers: Get Ready For Augmented Reality Forrester report • Virtual Reality Isn’t Ready For Marketing Yet Forrester report

  24. Forrester Insights for iPhoneand iPad KEY RESEARCH AND DATA POINTS WHEN AND WHERE YOU NEED THEM • Access playbooks, reports, key takeaways, and data points to accelerate your projects and support your decision making. • Save reports and graphics to read online or offline, on the device of your choice. • Receive notifications to stay abreast of the latest trends and insights relevant to your initiatives. forrester.com/app

  25. Thomas Husson thusson@forrester.com Twitter: @Thomas_Husson

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