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RESEARCH, ANALYSIS & TRENDS

What the future holds for Virtual,

Augmented & Mixed Reality

After a year of unprecedented disaster and Be it PC- or smartphone-based AR, consumers are
turbulence, the 2021 Edelman Trust Barometer particularly interest in navigation and travel guides
reveals an epidemic of misinformation and (24%), games and shopping (16% each) as well as
widespread mistrust of societal institutions and learning content (15%), social media (12%) and adver-
leaders around the world. The disaster is that tising (8%). Not least because of the enormous suc-
people don’t know where or who to turn to for cess of Pokémon GO in the AR area, games have so
reliable information. But, particularly in times of far been the most prominent field of application of Ex-
turbulence and volatility, trust is what needed by tended Reality (XR), but the figures show that consum-
ers are open to try out other applications.
society to grow, rebuild and rebound.
Potential billion-dollar market
"The topic of VR came up around five years ago",
Klaus Böhm, Head of Media & Entertainment at "Games will continue to be a decisive factor for the suc-
Deloitte explains, as at the time the technology was cess of Extended Reality," explains Klaus Böhm. "The
expected to have a similar potential as the smartphone. tech-savvy gamers are important early adopters and
So far, however, VR has not been able to live up to this the current foundation of the customer base. Manufac-
hype.
turers should, however, take advantage of the open-
For the latest edition of Deloitte’s Consumer Technolo- mindedness of customers and place the content on
gy study, Klaus Böhm took an analytical look at virtual, offer on additional pillars, such as e.g., the concert ar-
augmented, and mixed reality, since they remain highly ea, where there have already been initial attempts. Es-
exciting technologies with enormous potential for the pecially during the current Covid-19 pandemic and our
consumer sector—beyond hype and disillusionment. “new normal”, XR concerts could be an attractive com-
promise between safety and experience.

4 April 2021: Immersive Technologies in Marketing