Page 27 - AeM_July_2020

RESEARCH
ANALYSIS
TRENDS
The crisis has shown the importance of cohesion and technologies through virtual reality, augmented reality
how small gestures can make a big difference. The or 3D to raise common digital experiences to a new
lockdown has changed the way we want to work, live, level.
and be entertained in the future. Interesting new
perspectives have emerged for the working world of Based on augmented reality, training and support can
how collaboration can be achieved and maintained in take place on-site without physical contact. At the same
the future. time, new media formats are being created in digital
environments that enable real-time virtual
New technologies have shown their potential and found collaborations. The lockdown has accelerated talks
more and more acceptance, because people used about connectivity and virtual mixed-reality
more digital services and channels than ever during the experiences, and in this context 5G has also become
shutdown. The majority will continue using them after the focus.
they realized how convenient, easy and (almost
always) secure the digital tools are. This familiarization During the lockdown, we learned that meetings do not
effect with virtual environments and platforms paves necessarily have to take place locally, virtual events are
the way for a future in which remote work becomes the just as easy and more accessible. The physical limits of
norm. the pre-corona era are dissolving, because online we
can also exchange, network, and cooperate well and
Creative ideas and innovative technologies productively. For creative people, it offers a great new

emerge playground for new formats and innovative offers.

Initial skeptics may be amazed at how quickly and The cultural sector in particular, which was probably
smoothly the move to the home office worked and how hardest hit by the crisis, developed a multitude of
consistently high the quality and productivity of the creative, digital formats in a very short time to continue
employees has been from home. The lockdown bringing people and culture together: e.g. in the form of
impressively demonstrated what is possible – virtual museum visits, art exhibitions, fashion shows or
especially in the areas of innovation and technology. concerts. As a result, the acceptance and attractive-
Creative teams around the world have developed ness for digital cultural events has increased
virtual solutions at record speed to ensure significantly. ◊
collaboration, exchange, and bringing people together,
intensively working on the development of innovative By Daniela La Marca

27 July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience