Augmented Reality & Virtual TITLE OF PRESENTATION ... PRESENTATION Augmented Reality &...

download Augmented Reality & Virtual TITLE OF PRESENTATION ... PRESENTATION Augmented Reality & Virtual Reality

of 32

  • date post

    21-May-2020
  • Category

    Documents

  • view

    9
  • download

    0

Embed Size (px)

Transcript of Augmented Reality & Virtual TITLE OF PRESENTATION ... PRESENTATION Augmented Reality &...

  • TITLE OF

    PRESENTATION

    Augmented Reality & Virtual

    Reality- Trends & opportunities

    January 2019

  • 2

    Source : DRAUP

    AGENDA

    DRAUP viewpoint on AR/VR technology evolution patterns01

    The current Landscape of AR/VR players and their critical technology spend areas

    03

    Potential applications and recommendations to build AR/VR capability

    04

    Understanding the AR/VR core technology segments02

  • 3

    AR & VR technologies have immense potential to revitalize the global economy

    ~$22 Billion USD Size of global AR VR market in 2018

    ~65% Total AR VR spending is constituted by Consumer Electronics, Retail and

    Manufacturing segments

    ~16 Billion # Worldwide spending on AR VR in 2018

    2000+ Startups in the AR VR space as of 2018

    ~80,000 Engineers working on AR VR Technology as of financial year ending 2018

    Source: DRAUP- The platform tracks engineering insights in the Augmented & Virtual Reality ecosystem using our proprietary machine learning algorithms along with human curation. The platform is updated

    in real time and analysis is updated on a quarterly basis

  • 4

    Ontology of Augmented Reality, Virtual Reality and Mixed Reality

    Augmented Reality (AR) Virtual Reality (VR)Mixed Reality (MR)

    PHYSICAL REALITY

    DIGITAL REALITY

    Real world with digital

    information overlay

    Completely digital

    environment

    Merges the physical and

    digital worlds

    Fully enclosed, synthetic

    experience with no sense of real

    world

    Interaction with and

    manipulation of both the

    physical and Virtual environment

    Real world remains central to the

    experience, enhanced by virtual

    details but users cannot interact

    with virtual objects PokeMonGO Microsoft HoloLens Google Cardboard

    Source : DRAUP Analysis as well as primary inputs from interviews with digital stakeholders and DRAUP’s existing customers

  • 5

    AR/VR industry has seen high adoption in the consumer segment and has been gathering momentum for the enterprise applications…

    Note: Timeline above illustrates landmark events in the Augmented & Virtual Reality ecosystem. The list above is non-exhaustive

    Source: DRAUP Engineering Module: Consists of around 180 engineering organisations and nearly 100,000 start-ups working across Automotive, Software/ Internet and other Hi-Tech verticals

     Harvard scientist Ivan Sutherlands in 1950s demonstrated the first display of AR allowing the users to project a cube on the

    wall

     Morton Heilig published first research paper on world’s first immersive VR

    system that makes mechanical prototype

     Virtual interactive Environment

    Workstation (VIEW): Researchers at NASA’s Ames Research Center developed an immersive 3D VR system

    for robot teleoperation and HMI research

     Lack of development ecosystem :

    Widespread use of the internet & Mobile distracts the public from the failed promises of consumer AR VR

     Gaming giants such as Nintendo also failed to develop a successful VR product

    after a number of R&D efforts

     Technology giants started acquiring AR

    VR based startups and investing in AR VR based ecosystem to drive innovation

     Facebook acquired Oculus for $ 2 bn US,

    and then Google, Microsoft, Sony, HTC, Samsung joined the VR movement

     Companies like BMW & IKEA started exploring opportunities for industry use

    cases

    5

    4

    3

    2

    1

    Early

    Application

    in industry

    ~50 Players

    ~1000 Players

    ~300 Players

    First use case:

    Simulation of flight

    cockpit

    Dark period

    for AR VR

    Rise of consumer

    HMDs

    Potential industry

    application

    Researchers at NASA’s

    Ames Research Center

    work on a multisensory,

    interactive, immersive 3D

    VR system

    2000-2010 2011-2014 2015-Present1990-2000

    • Shift to internet/ mobile

    based devices

    • Lack of required capability

    for AR/VR processing ,

    networking and affordable

    HMDs

    Early Pioneers of

    AR VR

    Experimental

    Period

    The

    Sensorama:

    Mechanical

    prototype of

    AR VR

    1930-1990

    • Facebook acquired

    Oculus VR for USD $2 bn.

    • Google releases Google

    cardboard

    1 2 3 4 5

    Traditional giants from

    industries such as retail,

    automotive, healthcare have

    started exploring AR VR

    solutions for better costumer

    experience

    “The Screen is a window through which one sees a virtual world.

    The challenge is to make that world look real, act real, sound real, feel real”

    -Ivan Sutherland, 1965

    01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

  • 6

    AR/VR has huge potential to implement solutions where business takes place and decisions are made; This enables the transition from web-based technologies to point-of-user-contact

     The transition from client-server

    based systems to smart screens was

    enabled due to disruption in the

    interface technology such as Touch-

    enabled displays and Natural

    language processing capabilities

     Smart screens gave way to Intuitive

    interaction which allowed users to

    interact with the digital environment

    without the need for any physical

    device and components

     AR and VR has taken this a step

    further by offering experiences built

    around natural modes of interaction

    such as posture, gesture, and gaze,

    thus shifting attention from a glass

    screen in our hands to the real or

    simulated world around us

    Messengers

    ClickPoint Type

    Intermediate devices interact with interfaces; virtually all input

    occurs through a mouse or

    keyboard.

    Smart Screens

    SwipeTouch Speak

    Screens manipulated based on environment facilitated, direct

    physical or spoken interactions

    with displays

    Intuitive Interaction

    Mood Gesture Gaze

    Devices respond to ambient cues and intentional movements

    to create empathetic,

    personalized experiences

    Evolution of Digital interfaces

    Hardware

    Interface Interface

    Server

    Client

    Server Client

    Potential Digital

    interactions enabled by

    AR/VR

    Web based Mobility based Simulation based

    Digital

    Input

    Methods

    Source : DRAUP Analysis as well as primary inputs from interviews with digital stakeholders and DRAUP’s existing customers

    01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

  • 7

    Reduced network latency, robust network infrastructure and widespread mobility adoption is accelerating the AR/VR technology adoption

    Cloud

    computing

    Fog

    computing

    Edge computing

    Parameters Cloud

    computing

    Fog

    computing

    Edge

    computing

    Data Traffic on

    cloud

    Response time

    Data analysis Cloud Gateway

    /Router Device

    High Medium Low-Medium Low

    Reduced Latency for seamless Experience High wireless capacity for 3D visual content

    Bandwidth

    1 Mbps Image & workflow

    downloading

    2 to 20 Mbps 3D model & Data

    visualization

    10 to 50 Mbps Current-gen 360

    degree video (4K)

    200 to 5000 Mbps 6 DoF Video of free

    viewpoint

    2 Mbps Video Conferencing

    5 to 25 Mbps Two-way telepresence

    50 to 200 Mbps Next gen 360 degree (8K,

    90+ FPS, HDR,

    stereoscopic)

    Critical for Immersive

    experience

    Mobility based solutions to enhance AR adoption

    Limited by: • Hardware

    development

    • Privacy & safety

    • Lack of

    compelling

    content

    2015 2017 2020 2023 2025

    Accelerated Uptake Base Case Delayed Uptake

    Enabled by mobility • Cellular

    Advances

    • Increased

    battery life

    $ 175 bn

    $ 95 bn

    $ 35 bn

    AR/VR technology drivers

    AR/VR requires processing of rich visual content:

    • High resolution, High frame rate

    • Stereoscopic, High dynamic range (HDR),

    360 degree spherical content, 6DoF

    Total addressable market

    Smart phone disruption is accelerating AR VR adoption:

    • Consumers will not want to be physically tethered to a

    PC

    • Mobile enabled AR will be viable for field operations

    Analysis with primary interview insights from industry digital stakeholders and DRAUP’s existing customers

    Source: DRAUP

    01. Evolution Patterns 02. Core technology segments 03. Current Landscape 04. Potential applications

  • 8

    What makes up the technology stack?

    Processors Immersive VR

    GPU

    Physical world

    input

    Sensors Haptics3D