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RESEARCH, ANALYSIS & TRENDS

and more often and even expect that person to have a Collaboration applications in AR and VR go one step
thorough knowledge of a topic to be considered good. further by shifting the focus away from the individual
For example, a pilot of a passenger plane must con- towards “collectively developing something.” Here, the
stantly practice rare emergency situations, where VR special appeal lies in overcoming the limits of space
solutions could be an option in addition to expensive and connecting from different locations worldwide with-
flight simulators. The situation is similar in the medical out having to travel halfway around the world. The pan-
field, where the skill of the doctor is important, and it is demic has shown us every day what is actually feasible
not enough if he only carries out instructions from a with such collaboration opportunities. We are advanc-
machine. ing into areas we previously thought were only possible
to experience live and in color on site. Technologies
However, there is another philosophy according to such as AR and especially VR are making these
which a person can do certain things but does not nec- boundaries disappear and seem to raise the previously
essarily have to be able to do them ad hoc. This ap- unthinkable into the realm of the suddenly possible,
plies, e.g., for less frequent maintenance or situations such as, e.g., having experts from several continents
in which no reflexive action is required to ensure that work together on a problem.
there is no danger to life and limb. The limited storage
capacity of our brain doesn’t need to be overloaded The digital association Bitkom published a comprehen-
with useless knowledge, but rather receive special in- sive guide that touched on these three philosophies
formation from the machine on demand and that with- impacting the potential of AR and VR, and according to
out errors. Whether the assistance comes from the Dr. Sebastian Klöß, Head of Consumer Technology &
machine or via a remote colleague who has the neces- AR/VR at Bitkom, the use is particularly worthwhile for
sary special information ready for the maintenance business, which is why we will be presenting scenarios
technician is of secondary importance. What’s im- for using virtual reality in marketing in this issue too. ◊
portant is to make a general distinction, and then aug-
mented or virtual reality can open up new avenues for By Daniela La Marca
maintenance and repairs.

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10 August 2022: Immersive Technologies in Marketing