Tag: vr

SXSW 2015: Solutions for Augmented and Virtual Reality

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The nexus of virtual and augmented reality is one of the most interesting topics at SXSW, and content creators are currently exploring the new tools. Augmented reality (“AR”) like Google Glass and Microsoft HoloLens, is a way of transmitting digital content into the real world. Virtual reality (“VR”), as used by Oculus and Samsung, is completely immersive. Both can create great, consumable content, but in the coming years, brand will need to understand and execute on the best use cases for each. For instance, DAQRI, an augmented reality developer working in industrial and enterprise-grade solutions, believes that the enclosed environment of virtual reality is best suited toward immersive experiences, while augmented reality is best when needing to interface with the world around the audience.

But it’s not just brands who are interested in AR and VR; consumers are becoming more active in the space as well. Video multi-channel network Machinima is attempting to bridge the gap between user-generated content and the new space. “You can’t create a medium with a lot of content if 1% of the population has the tools to do so,” admitted Machinima CEO Allen DeBevoise. Brands may be able to pay for expensive and beautiful VR content, but if the public can’t create its own, there may be a small audience.

Final Recap: Mobile World Congress 2015

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Last week the Lab crossed the Atlantic Ocean to attend the 2015 Mobile World Congress (MWC) in Barcelona, Spain. In addition to our daily recaps for Day one, two, and three, we are now proud to present a final recap to cover everything you need to know about the event and highlight our favorites among the 2,000 exhibiting companies.

Download the Final Recap for MWC 2015 here.

Event Recap: Mobile World Congress, Day 2

Posted on by Lab Team
The IPG Media Lab is covering MWC 2015; check out our recap of Day 1.
Virtual Reality and Gaming
One of the most surprising announcements at MWC15 was the HTC Vive VR headset. While the exact technical specs and pricing are still a bit of a mystery, HTC’s rationale to partner with Valve is not. Today, we visited with Jeff Gattis, HTC’s executive marketing director, to get his take on the partnership. According to Gattis, it all comes down to credibility and community—specifically, the credibility Valve has earned in building their Steam VR platform and the community of over 110MM users. With a great VR standard, a solid network of content developers, and a massive global audience, The HTC Vive is well-positioned to be the first widely adopted VR headset.
Global Representation
One of our favorite activities at Mobile World has been scoping out the various country pavilions—it’s a start up EPCOT, and we love the ingenuity on display. While Germany, France, and host country Spain all had solid showings, Norway stole the show, particularly companies like:
  • Elliptic Labs: Gesture-based control for the smartphone.
  • Thinfilm: Print-based approach to electronics brings digital interactivity (through NFC) to physical objects.
  • Nordic Semiconducters: Chipsets that power proximity marketing solutions like BLE beacons from well-know providers like as Estimote, Kontakt.io and Roximity. Their nRF51 series chipset also powers products like smart lights, wireless keyboards, and the Adidas FIT SMART wristband tracker.
5G Connecting the Future
The promise of 5G—a new wireless network standard that is expected be implemented by 2020—is of course more bandwidth (faster speeds) and lower latency (gamers rejoice). A few of the reasons why we’re excited about 5G is because this new standard has the ability to power new experiences such streaming VR, self-driving cars, and a plethora of connected devices, which are expected to number upwards of 50B by 2020. Companies demoing 5G inspired experiences at MWC15 include Ericsson with Volvo and Telstra, Huawei & Japanese mobile service provider NTT Docomo, and Alerta & China Mobile.

How Fashion Magazines Can Use Virtual Reality

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Read original story on: AdWeek

Elle magazine wants to bring front-row seats at fashion shows to it readers with the help of virtual reality. The magazine is reportedly partnering up with VR-movie company Jaunt to produce a 360-degree photoshoot that offers a close look at the spring collection of premium denim brand 7 For All Mankind. The finished content will be released for VR headsets via its website within this month. As more and more brands start to experiment with VR technology, we expect to see more collaborative efforts like this pop up.

Virtual Reality—The Next Big Thing In Social Media?

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Read original story on: The Verge

Some wondered why Facebook acquired Oculus VR for $2 billion last year, and now it seems like we are getting some answers: Facebook is reportedly building versions of its apps in virtual reality.  No further detail about the VR apps has been released, but sources say that future Facebook users will be able to share their current environment with other users via an app, which could just become a new version of social media sharing in the near future.

What Do You Want To See Next In Virtual Reality?

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Read original story on: The Verge

Demonstrating the public’s continued interest in virtual reality, a fundraising campaign for a VR rock opera film has been live on Kickstarter. Described as a seven-part “feature-length virtual reality music experience”, the final product will be playable on a normal PC monitor, but is clearly made for the Oculus Rift.  This project, if successfully funded, would indicate further diversification of virtual reality content, which in turn could help push VR technology closer to the consumer market.

Toyota Showcases New Oculus-Powered App

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Read original story on: The Guardian

We have seen virtual reality used for simulated test drives before, but Toyota is putting the VR technology to new use with its TeenDrive365 app. Unveiled at the Detroit Auto Show, the Oculus Rift app works as a “distracted driving simulator”, challenging people to drive safely amid various distractions, including babbling passengers, loud traffic noise, and even virtual text messages. Partly designed to showcase the safety features of the new Toyota models, the app also shows the potential for brands to incoporate innovative technologies like virtual reality.

CES 2015: Avegant To Debut Sleek Headphone-like VR Headset

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Read original story on: Re/code

Avegant, a Michigan-originated VR startup., is trying to create a virtual reality headset as stylish as Beats’ headphones. Today it shared the design of its first headset, the Glyph, exclusively with Re/code ahead of its formal unveiling at this year’s CES. Although its functions may pale in comparison with, say, the new prototype for Oculus Rift Crescent Bay, it sure looks great.

 

CES 2015: Samsung Unveils Its Holistic Plan For Smart TVs

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Samsung just wrapped up its press event at CES and it reveal its holistic approach towards the Smart UHD TVs. Here are the three highlights of their plan.

Milk VR – The South Korean tech giant repurposed its not-so-known music streaming service Milk and expanded it into an online distribution service virtual reality videos. First of its kind, this service signals Samsung’s vast ambition when it comes virtual reality. Additionally, it will also distribute video and audio content for its new smart TVs.

SUHD TV – Samsung claims that its stunning new SUHD TV line-up can produce up to 64 times more color than conventional TVs, despite the range still being 4K. They’ve also set up the UHD alliance with major Hollywood studios, consumer electronics brands and companies alike to help set the standards for Ultra High Definition (UHD) content and devices.

Tizen OS – To bring the service (Milk VR) with the hardware (SUHD TVs) together, Samsung’s long awaited Tizen OS, designated for its smart TVs, was confirmed to come with the new TV line-up. Moreover, the company also mentioned Tizen’s integration with PlayStation Now, allowing users to stream PlayStation games without a console.