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COMPANIES
&
CAMPAIGNS

Off to new worlds with virtual, augmented,

and mixed realities

In 2018, IDC forecasted investment in VR and AR to interact with the virtual world through intuitive hand and
reach around 20 billion dollars by 2022 and that both finger gestures, to move in it and to experience it from
technologies will be key to companies' digital all sides. Virtual Reality (VR) thus creates an artificial
transformation plans. Big technology companies were reality that can feel very real. VR cannot replace real
indeed working hard on the development of headsets interaction and communication in the same way, but it
(and still do) that can function without cables and allow opens the door to spaces, information, and experiences
images to be seen in HD: VR headsets in 8K with much that are only reserved for a few people.
more powerful processors. There is even talk that
Artificial Intelligence (AI) will be more and more Augmented Reality (AR) extends real space and
integrate and the latest 5G standard will provide very brings the virtual world into reality. Instead of
interesting scenarios for the evolution of VR. For sure, transporting the user to a completely virtual
this standard will allow more devices and large user environment, digital objects are embedded in the real
communities to be connected, but most importantly, world. This means that the user perceives the physical
consumers will receive images in real time, almost as if reality, which is enriched or expanded with digital
they were seeing them with their own eyes, thanks to information. With the help of wearables, such as data
the latest 5G technology. glasses and smartwatch, it is possible for graphics,
videos, or texts etc. to be shown in real time in the real
Summarizing again the advantages of VR, AR, and MR environment. This allows users to see both actual and
before giving some innovative use scenarios makes virtual objects in front of their eyes.
sense to understand the capability of the new
technologies much better, so here we go: Accordingly, MR spans the entire area between real
and virtual reality. It measures the entire continuum,
Virtual Reality (VR) describes a completely excluding the two extreme points, and includes all
computer-generated environment without real possible variations and combinations of real and virtual
elements. The physical reality is completely hidden. objects. This also explains why the three terms virtual
This means that the user immerses himself in a new reality, augmented reality and mixed reality cannot be
world and feels physically present in this simulated, easily distinguished from one another.
digital world. With the help of VR headsets, users can

Mixed Reality (MR) as a generic term is best described with Milgram's reality-virtuality continuum.

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