Page 39 - AeM_July_2020

COMPANIES
&
CAMPAIGNS

Credit: Iberdrola

Since in MR, real and virtual objects are combined with Iberdrola, a leader in sustainable innovations, is
one another, the question from which degree of convinced that “a new wave of innovation is coming,
virtuality you can still speak of augmented reality or which will not only change what we do, but who we
already of augmented virtuality is important. are”, but who we are”, emphasizing that “the future will
be defined by people who are capable of adopting new
• MR based on the virtual world (augmented virtuality) ways of working, sharing and collaborating.”
means real elements (objects or people) are faded
into a primarily virtual world. “Virtual Reality is no longer science fiction. It is
integrated into our present and, in the coming years, it
• MR based on the real world (augmented reality) will lead to advances that will shape the future,”
means the real world is in the foreground and virtual Iberdrola states, substantiating the predication with a
elements are added, for example by projecting list of innovative use scenarios for VR as seen above.
videos, graphics, or GPS data into the real ◊
environment. By Daniela La Marca

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