Dmytro Kornilov, CEO of FFFACE.ME, shares his insights on developing practical and measurable projects in the metaverse for brands.
After the declining popularity of the metaverse concept and the release of the new Apple headset, I think it became clear that the virtual world will not replace our physical world; on the contrary, these worlds could blend to form the mixed reality (MR) of our future.
What is mixed reality?
Mixed reality is a technology that allows adding virtual objects and interfaces into a real-life environment and interacting with them with the help of haptics and real-life gestures. This allows an entirely realistic merging of physical and virtual experience from both visual and sensorial perspectives.
What are the differences between MR and other immersive technologies like virtual reality (VR) and augmented reality (AR)?
VR is based on an entirely virtual environment, where the user exists as a virtual avatar with a first-person view and can interact with the virtual environment with the help of joysticks that recreate the movement of their hands.
Conversely, AR augments reality with virtual objects and content that we can observe with limited interaction opportunities.
In contrast, MR adds interactive virtual interfaces, content and objects that seamlessly blend with the real-life environment and allow interaction with the help of real-life body parts (e.g., hands) and everyday gestures.
What makes MR commercially attractive to clients?
A major selling point of MR is the ability to communicate brands and products remotely but with maximum immersiveness. However, I think the biggest challenge in marketing MR experiences now is that they can’t be massive—the penetration of MR headsets is minimal. Nevertheless, now could be a great moment to start studying this tool and tip your toes into the water.
Who are the leading players?
Leading players in the MR market include Google and Apple, which offer their own AR software development kits (SDKs)—ARCore and ARKit, respectively—with Apple known for creating game-changing gadgets. Microsoft has invested in HoloLens, but I think recent layoffs highlight the need for a global vision for the product. Meta has its own XR ecosystem encompassing gadgets, social media platforms and development platforms. Snap is also developing an advanced AR gadget. (Disclosure: Meta and Snap are partners to my company.) Sony targets the gadget category for gaming, while Amazon could enter the MR market leveraging its large customer and employee base.
The leading platforms that can be used for the creation of MR experiences include Presence Platform, Lens Studio, Unity, Unreal Engine, ARKit and ARCore. In terms of strengths and weaknesses, Unity has a simple interface, which makes it accessible for beginners, but I’ve found it doesn’t allow them to achieve the highest levels of realism. On the other hand, Unreal Engine is known for its high-quality graphics and visual effects, but it can be more complicated to work with.
What are general MR perceptions?
In terms of user experience, a completely immersive experience combines full intellectual, visual and haptic engagement. Different technologies provide different levels of immersion:
• VR provides partial intellectual and visual immersion but lacks haptic perception and immersion. Users perceive the VR environment as artificial.
• AR provides short-time intellectual immersion and can give high visual immersion but doesn’t offer haptic perception and immersion. It targets the organic augmentation of real-life environments.
• Games provide complete intellectual immersion and powerful visual immersion but lack haptic.
• Mobile provides complete intellectual immersion but lacks haptic immersion and doesn’t allow experiences that involve our bodies.
• MR, which combines the best features of real-life and virtual add-ons, will eventually provide complete immersion in all three parameters: intellectual, visual and haptic.
What could MR look like in practice?
I imagine that when everything is ready, users will put on their MR gadget (eye lenses or lightweight glasses) and instantly see all the digital interfaces they need. With the help of voice commands and gestures, users can switch between modes—home, work, on-the-go, driving, sport, etc. Each mode will contain a set of apps attached to the different visibility zone areas or micro geo-spots.
Picture this: I seamlessly transition between different modes throughout my day. In the morning, I activate the “wake up” mode with a meditative playlist and news feed. Then, I switch to work mode, utilizing a virtual display interface for email, messaging and work tools. Later, as I go for a walk, my work interfaces fade into the background, and the main visibility area provides navigation information. I effortlessly access relevant information about my surroundings and can instantly switch back to work apps when needed. All of this is made possible with interfaces right in front of my eyes, replacing the need for phones, laptops and other devices.
I think MR is a revolutionary technology that will transform our lives and work. Early adopters could stand to gain substantial rewards as this technology creates new business opportunities and enhances the quality of our lives.
However, embracing MR also necessitates a complete transformation of established business communication, distribution and operational methods. Those who swiftly embrace this transformation could enjoy the same benefits as early adopters of previous groundbreaking technologies like social networks and e-commerce. I believe this is a pivotal moment when the very fabric of human life is being reconstructed, and those who embrace this blank canvas can position themselves for success.
What is the path to success for MR?
Here is the path I envision for MR:
Short-term: Crush tests by early adopters and focus groups from brands.
Medium-term: Improve gadget size, visual design, technology and user experience based on feedback from stage one. Develop casual apps that can bring valuable experiences for easy adoption and the start of promotional campaigns to initiate massive adoption.
Long-term: Become the leading technology for everyday activities and fully replace phones, laptops and other screen gadgets.
What’s next?
I predict that tech giants will have a great battle of platforms, gadgets and interfaces, similar to the existing competition of iOS and Android. Brands investing in XR will play a crucial role in the MR world due to their early-adopters’ mindset and understanding of the technology. But as usual, I think the main thing that will define the future of MR is user experience and behavior.
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