The Triangle of Power Series: Chapter Five: The Ultimate Disruptors
In the fifth chapter of the Triangle of Power series, CMTV unveils why AR and VR are the ultimate disruptors of our time are and how companies can keep pace with innovation. VR is a fully immersive illusionary experience; in edtech, children can now walk on the bottom of the ocean and go on virtual school trips from their classrooms. AR is reality overlain with digital imagery; think PokemonGo and you can see how successful it is in gaming. The only way for companies to keep up with the disruption, is to innovate in alignment with when the technology presents itself.
Chapter Five: The Ultimate Disruptors
For the tech-savvy marketers of today, video content has been in their sights for a while, with virtual and augmented reality in their peripherals. There is much debate encircling which of these technologies will supersede the other; as both provide extraordinarily captivating, yet contrasting experiences.
Virtual reality is a fully immersive illusionary experience. Customarily, the instant a VR headset is slipped on, the user is transported to an entirely new digitised world; escapism personified. Virtual reality heightens traditional video viewing and has catapulted into various industries; namely education. Children can now explore the bottom of the ocean from the comfort of their classrooms, meander through a WW1 battlefield and marvel at the pyramids being built by the slaves. VR enables schools to take pupils on virtual school trips, time travel through the ages and engage with students on a level never thought possible before.
VR is immensely popular on the gaming scene. Hard-core gamers are continually thirsty for the next innovative invention to amplify the intimacy of the play. Augmented reality has also exploded in the gaming world, more so dominating mobile play. PokemonGO is an idyllic example of the worldwide appeal and popularity of AR platforms; reality overlain with computer generated imagery. PokemonGO has been downloaded a colossal 500 million times and has led to its creator Niantic Labs being worth an estimated $3.65 billion; not bad for a game which allows people to catch a Jigglypuff sitting at a bus stop.
Augmented reality has not only commandeered the attention of the gaming industry, the adult entertainment sector is also harnessing the technology. Up until now, the most intensive pornographic experience has been video. Now you comfortably prop yourself up on a nest of pillows and before your very eyes, watch a trio of deliciously oiled women gently push open your bedroom door, crawl onto your bed, peel off their clothes and ensure whatever sexual fantasy you’ve been harbouring is swiftly bought to life.
Every imaginable vertical can harness AR to add substantial value to their practice. The medical community is also taking full advantage of the benefits augmented reality has to offer. Surgeons can now stand over a body on an operating table and see on the digital imagery superimposed over the torso, exactly where every vein, organ and sinew is – ensuring incisions are meticulously precise.
Interior designers can show clients precisely how a chase-longue will look in the corner of a room without hauling any actual furniture around. Engineers can envision what futuristic new features will look like on existing cars and psychiatrists can help patients tackle arachnophobia, with the help of a very lifelike, yet completely digitised spider strolling across the desk.
Video is merely bridging the gap to sensational new technologies. 360 video is arguably the most immersive experience imaginable; offering users a panoramic 360-degree view of the world around them through a VR headset.
The delights of 360 video are forecasted to excel in two key areas. The first of which, is the entertainment sector, chiefly sporting and music events. In the near future, users will be able to purchase 360-degree front-row tickets. Imagine being able to slip on a VR headset and be able to look all around you at a rock concert – close enough to see the beads of sweat on the singers forehead, hear the roar of the crowd and feel the thumping of the base in real time.
VR 360 video is also projected to add a new dimension to live news broadcasts. When a story breaks in a Syrian warzone, footage will evolve from simple live streaming, to viewers clipping on their VR headsets and watching the events unfolding in front of them, turning their heads to watch the shrapnel whizz past as the drones thunder above.
Video is the starting block for this volcano of technological eruption because it is an invention with one of the highest ceilings conceivable. The evolutionary path society is headed down is slowly coming into focus; but how we consume content is not the only advancing factor here, as what we watch our content on is developing just as quickly.
Just as mobile phones are replacing televisions as our primary viewing platforms, wearables are forecasted to take over mobiles. Smart contact lenses are at the helm, allowing users to bring up their entire mail inbox literally in the blink of an eye. A look to the left can bring up Google, look right to bring up YouTube, look down to open your favourite novel, look up to watch TV. This is no longer the stuff of science fiction; but an entirely digital holographical world beamed out of our very own eyeballs.
This technological future is awe-inspiring and humans will never stop pushing the boundaries of possibility. The only way for companies to keep up with the change and disruption of the modern world, is to innovate in alignment with when the technology presents itself. Video production and distribution are the next natural stages of fruition as video serves as the base layer for future technologies to attach themselves to.
When Instagram introduced a new 60-second video sharing feature to its platform, time spent watching videos increased by 40% within six months. Instagram’s owner Facebook has invested in video content to such a degree, it now has the potential to take down the original video giant YouTube.
Facebook’s VP for EMEA Nicola Mendelsohn was asked at a London press conference last year what she would predict the site to look like within the next five years. Mendelsohn sensationally replied; “If I was having a bet, it’d be video, video, video.”
For a company with 1.86 billion users, worth an eye-watering $350 Billion – it seems a safe bet to follow suit. Companies will regret the day they decided to drag their heels over incorporating this media into their brands DNA.
The penultimate following chapter in this series will explain how companies can seamlessly and effortlessly, take their place at the table of innovation.
All you need are three little words: Cloud. Moves. TV.