Anouar Roukhou

No ratings yet.

What is mixed reality?

Virtual reality and augmented reality have been around for a while. Augmented reality is an enhanced version the world of which elements are superimposed by computer-generated sounds, images and text (Schueffel 2017) while virtual reality is an artificial environment created with software which is presented to a user to make the user believe it is real (Rouse 2015). Mixed reality lies in between the two and can be seen as a way to place, interact and communicate with computer-generated objects in the real world while making it all seem real.

What can it be used for?

Mixed reality can be applied in a wide range of industries to improve productivity. For example, an architect will be able to view their blueprints in 3D on location with the ability to interact with it to improve the building, bridge or other constructions before they are built. Another example is a technician who needs assistance because he may lack experience repairing a certain component. This person will now be able to show a colleague what needs to be repaired and get gradual visual feedback by the other colleague while this person works in another building.

How can it improve productivity?

The examples showcased how some improvements can be made with less effort. The technician can provide his colleague with visual feedback and get a better understanding of the problem without being on location. This reduces the amount of time needed to repair the component and removes the need for the technician travelling to his colleague. The architect can compare the construction in process with the 3D model on location to spot differences fast and to correct them earlier. Other industries can also benefit from the possibilities that mixed reality can bring in the future.

Microsoft is currently selling the Hololens. This device can provide businesses with the benefits that Mixed reality brings. While the technology is still young, mixed reality should be able to benefit both firms and individuals in the way problems are approached.

References

Colagrossi, M. (2018). Future of mixed reality: How augmented and virtual worlds will collide. [online] Big Think. Available at: https://bigthink.com/mike-colagrossi/future-of-mixed-reality-how-augmented-virtual-worlds-will-collide [Accessed 15 Oct. 2018].

Rouse, M. (2018). What is virtual reality? – Definition from WhatIs.com. [online] WhatIs.com. Available at: https://whatis.techtarget.com/definition/virtual-reality [Accessed 15 Oct. 2018].

Schueffel, Patrick (2017). The Concise Fintech Compendium. Fribourg: School of Management Fribourg/Switzerland.

5/5 (3)

Have you ever gone to a website to check out the discount on that amazing piece of clothing only to enter another site and see dozens of banners that display the thing you were just looking at? These banners will become a whole lot more personal because of Morphing.

What is morphing?
Morphing is a technology that uses visitors click-stream to find a consumer’s segment and to show that consumer the ad that is best suited for that person (Liberali, 2015). For example, Samsung might prepare several ads for three consumer segments. Segment one is mainly interested in the design of the phones, segment two is mainly interested in the performance, and segment three is mainly interested in the features of the phone. So, as visitors enter the website they might decide to look at the design of the phone the most. This leads to the website deciding that these visitors are consumers from segment 1. Another group of visitors may look mainly at the specifications of the which means that they are from consumer segment 2. When the visitor decides to leave the site and visit another, they will see the banner that works the best with their identified consumer segment.

How will it affect businesses?
Current research concluded that the usage of banner morphing increases the click-through rate by 83% (Urban et al). This shows that the technology can increase the return of investments in marketing. Furthermore, this technology can be used in several other ways. Websites could be changed to show the best variation based on the customer visiting the website. This could improve the customer’s experience. This technology could potentially disrupt the advertising industry as it allows for a better way to target the right customer in the right way thus it could lead to a personalised online experience for every user of the internet.

References
Liberali. G (2015). Morphing Theory and Applications to Online Experiments: [online] Available at: http://www.webanalisten.nl/wp-content/uploads/2015/05/DDTT-May-19-2015-Gui-Liberali.compressed.pdf
Urban G., Liberali G., MacDonald E., Bordley R., Hauser J. (2014) Morphing Banner Advertising, Marketing Science, 33(1): 27-46.

Mixed reality: A new way to enhance productivity.

15

Please rate this

Banner morphing: The next step in personalized digital marketing?

16

Please rate this