VR & AR: Revolutionising Consumer Tech ? #techUKVRAR
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VR & AR: Revolutionising Consumer Tech ?
#techUKVRAR
techuk.org |@techUK | #techUK
Welcome & Introductions
#techUKVRAR
Craig Melson
Programme Manager, techUK
Paul Hide
Directior of Market Engagement & Membership, techUK
techuk.org |@techUK |#techUK
techUK represents the companies and technologies that are
defining today the world that we will live in tomorrow.
We deliver tangible value to
members in four key areas:
• Developing networks
• Developing markets
• Reducing business costs
• Reducing business risks.
A destination for UK tech
• 24,000 visitors to techUK offices a year
• 1 million web views a year
• Major social campaigns have reached over 11 million stakeholders
• Over 2,500 delegates at major techUK events in 2017.
techuk.org |@techUK |#techUK
Agenda #techUKVRAR 10:00 - 10:10: Welcome and introductions 10:10 - 10:20: Presentation: The market for VR 10:25 - 11:30: VR/AR Content 11:30 - 11:45: Presentation: Why AR will be more successful than VR 11:45 - 12:00: Break 12:00 - 13:00: Monetising VR/AR 13:00 - 14:00 Lunch and product demonstrations 14:00 - 14:15 Presentation: Standardising VR 14:15 - 15:15 The VR/AR ecosystem 15:15 - 15:30 Break and product demonstrations 15:30 - 15:40 Presentation: The Way Back 15:40 - 16:40: Driving adoption, overcoming barriers & getting people on board 16:40 - 18:00: Networking drinks and product demonstrations techuk.org |@techUK |#techUK
Companies demonstrating
#techUKVRAR
There are a range of companies demonstrating their immersive tech experiences in the
lobby and in the Northgate room opposite the Conference Room.
techuk.org |@techUK |#techUK
The Market for VR
#techUKVRAR
Carl Hibbert
Associate Director, Futuresource
techuk.org |@techUK |#techUK
London, 15 Feb 2018
VR in 2018
Carl Hibbert
carl.hibbert@futuresource.-hq.com
| © 2018 Futuresource Consulting Ltd
Industry is Reaching Scale
End 2017: 21m
Headset in Use 160% Growth in
excl. cardboard (~30m) 2018
Software Spend in 2017:
USD350m 250% Growth in
2018
8 | © 2018
| ©Futuresource
2018 Futuresource
Consulting
Consulting
Ltd Ltd
Consumer Choice Continuing to Rise
Global Annual Demand for VR Headsets (millions)
100
80
60
40
20
0
2016 2017 2018 2019 2020 2021
Smartphone Powered All in One PC Based Console Based
9 | © 2018
| ©Futuresource
2018 Futuresource
Consulting
Consulting
Ltd Ltd
Continued Rise in Consumer Usage & Content Experimentation
VR Headset Ownership
(Base: All Respondents FR, GER, UK, USA)
Dec-16 Dec-17 15%
11%
10%
7%
5% 5%
3%
2%
France Germany UK USA
Watching Watching Playing Watching sport Watching short Viewing
esport: 12% music videos: games: 34% events: 19% 360 videos: Education and
25% 37% Knowledge
apps: 18%
Q: Do you own a Virtual Reality Headset, including mobile Virtual Reality viewers/headsets such as a Google Cardboard - where you place your phone into the viewer/headset?
Q: What have you used your Virtual Reality Headset for? Base: VR Headset Owners. Source: Futuresource Living With Digital Consumer Research Dec 2017
10 | © 2018
| © 2018
Futuresource
Futuresource
Consulting
Consulting
Ltd LtdImmersion Time at Over 30 Mins Per Session
Typical Immersion Time per Session
50%
40%
30%
20%
10%
0%
Less than 15 minutes 15 to 30 minutes 30 minutes to 1 hour 1-2 hours More than 2 hours
PSVR (252) PC (201) Mobile (367)
Q: How long do you typically spend in one go in a Virtual Reality session on your PSVR/ smartphone-based headset/ PC-based headset?
Base: USA, UK, France, Germany, respective headset owners, totals in brackets,
11 | © 2018
| © 2018
Futuresource
Futuresource
Consulting
Consulting
Ltd LtdGames to Continue to Fuel Software Revenues
Consumer VR Software Global Revenue Split by Key
Global Annual Revenues Application
(USD bn)
9.4
6% 2021
5.6
2.8
94%
1.2
0.35
2017 2018 2019 2020 2021 Gaming Video
12 | © 2018
| © 2018
Futuresource
Futuresource
Consulting
Consulting
Ltd LtdCarl Hibbert
Thank You Head of Consumer Media & Technology
carl.hibbert@futuresource-hq.com
+44 (0) 1582 100 110
| © 2018 Futuresource Consulting LtdVR & AR Content
#techUKVRAR
• Maria Ingold, CEO, Mireality @MariaIngold
• Greg Furber, Creative Director, Rewind @GregFurber
• Mark Harrison, Director, Digital Production Partnership @thedppltd
• Izaskun Ozerin, Business Development Manager, BBC @BBCRD
• Mikela Eskanazi, CCO, Blippar @mikelaE
• Nicholas Minter Green, CEO, Parable VR @MinterGreen
techuk.org |@techUK |#techUKWhy AR will be more successful than VR
#techUKVRAR
David Wood
Deputy Director, European Broadcasting Union
techuk.org |@techUK |#techUKVR or AR
The Devil or the Deep Blue Sea?
David Wood
Consultant, EBU Technology and
TechnologyTwo ways of assessing
potential success?
• Success Factor Analysis
• Success MatrixSuccess Factor analysis
• User experience
• Ease of use • They allow the
• Equipment availability “business plan”
• Equipment costs
• Certainty in success
• Content desirability
• Content availability
calls for high scores in
• Content costs nearly everything
•
•
Usage externality
Network externality
• How do these rate for
• Adaptability of users VR and AR?
• Creativity of content providersSuccess Matrix
e.g.DVR
Degree of change
e.g. Smart
Phone
Apps
In which quadrant
would VR and AR fall?
Degree of benefit?The VR options
• For tablet, smart phone, TV
• 180 video
• 360 video
• For HMD, Mono and Stereo
• 3DoF systems – smart phone
based
• 6DoF systems – today connected
to processor, but standalone
coming. Can also be a personal
or shared experience.What will VR be best used for?
• Live delivery of 360/180 4K with audio-
following. TV, Tablet, Smart phone.
Sports and Events. Backward
compatible view can be simulcast
• 3 DoF Stereoscopic/Monoscopic VR
4K HMD Type A short form content,
with depth metadata for subtitle
correction. Movie supplements
• Augmentation of linear content
• 6 DoF Video games/ medical/ virtual
museums/personal communicationsSo what scores for 3DoF VR?
Biggest advantage is
probably low cost
Otherwise overall modest
Success not certain!What about 6DoF VR?
Biggest advantage is better
user experience
Overall modest because of
high equipment costs
Success not certain!What will AR be used for?
• Mixing, for smart phone, tablet,
or TV, in real time, digital
content (e.g. computer
graphics) with the real world
surrounding the user, without
blocking it out.
• Augmentation of linear
content
• Possibly replacing smart
phone by glasses, eventuallyWhat about AR?
Biggest advantage is
simplicity
Arms length viewing can be
tiring
Success possible but not
certain!Standardisation
joining up the dots
• Common standards enable
greater competition, and greater
consumer awareness
• In both areas, there are large
numbers of different organisation
developing standards. This may
work against success for both VR
and AR
• Some polarisation on MPEG for
VR and IEEE for ARDecisive Aspects of VR
• It’s an exciting and novel experience
• You cannot socialize with others in the room wearing a headset
• Bulky headsets are not comfortable for users
• Multitasking (watch TV and check email) cannot be done wearing a
VR headset
• VR content duration needs to be short (up to 20 minutes only) – it is
not suitable for many kinds of content
• Sales of VR 3DoP headsets have slowedDecisive Aspects of AR • It can be an exciting addition to content • Usage of PokemonGo has fallen • AR has multiple and valuable uses not needing HMDs • But holding a smart phone at arms length is not comfortable for long periods • AR glasses would be better and will need to be lightweight to succeed
Success Matrix?
VR
Degree of change
AR
Degree of benefit?What could help? • Greater cooperation between the creative and the technology industries to identify compelling content. • Scientific approach to success factor analysis. Which are most important? • Greater cooperation between manufacturers to agree common standards, and coordination by bodies such as TechUK.
Conclusions
• 180/360, 3DoF, and 6DoF VR do offer a user experience that is novel and
attractive, but mainstream success for media delivery is not certain. At least
niche success likely.
• AR can offer an interesting and attractive experience, but mainstream success
for media delivery with smart phones is not certain. At least niche success
likely.
• Of the two, AR has lesser weak points, and given small lightweight AR glasses
are available, could find more mainstream success in the long term.
• P.S. Do we need new versions of the DVB delivery formats that are suited to
AR and VR? How important will it be?
• WHAT DO YOU THINK?THANK YOU FOR LISTENING! DR DAVID WOOD WOOD@EBU.CH
Monetising VR & AR
#techUKVRAR
• Bertie Mills, Managing Director, Virtual Umbrella @Bertaroo
• Dan Pharoah, Founder, 360 Guy @DanPharaoh
• Andy Wise, Owner, Engine Creative @EngineCreative
• Liz Rosenthal, CEO, Power to the Pixel & Venice Film Festival
@LizRosenthal
• Edwin Lyons, CEO, Firebolt Games @edlyons
techuk.org |@techUK |#techUKStandardising VR
#techUKVRAR
Tim McGarr
Market Development Manager, BSI
techuk.org |@techUK |#techUKVirtual/Augmented
Reality research
Tim McGarr
15th February 2018
Copyright © 2018 BSI. All rights reserved
20/02/2018National, European and international standards
BSI as NSB manages Int’l Standards
BS, EN & ISO, IEC (ISO, IEC)
standards. PAS route to
Regional Standards national and
All EN and most (EN) international
international standards
standards are National Standards, e.g.
“adopted” as British British Standards (BS)
Standards
Sponsored standards – BSI PAS
Private & Private and Consortia Standards
professional
standards, Corporate Technical Specifications
codes and
guidance Professional Codes, Guidance, Best Practice
37VR/AR market research
• Full research will be available in early March 2018
• Research on need for standards in AR/VR conducted
by FutureSource and DTG
• Desktop research and interviews
• Aim to bring together stakeholders to develop
identified standards areas
• Standards needs identified
• Terminology/specification
• Content capture
• Post production
• Health & safety
Copyright © 2018 BSI. All rights reserved 38
20/02/2018Thank you. Tim.McGarr@bsigroup.com
The VR & AR Ecosystem
#techUKVRAR
• Ed Greig, Chief Dirsputor, Deloitte @edgreig
• Rebecca Gregory Clarke, Lead Technologist, Digital Catapult @BecGC
• Max Doelle, Chief Prototyper, Kazendi @M_Doelle
• Sue Daley, Head of Cloud, Data, Analytics & AI Programme, techUK
@chennelswimsue
• Jeremy Yates, Sr. Business Development Manager, Zappar @JezYates
techuk.org |@techUK |#techUK- 850,000 people in the UK with
850,000 in the UK with dementia (40,000 under 65).
- 850,000 people in the UK with
stats = Alzheimer’s Society & Alzheimer’s Research UK850,000 in the UK with dementia (40,000 under 65).
- 850,000 people in the UK with
1 million by 2025.
stats = Alzheimer’s Society & Alzheimer’s Research UK850,000 in the UK with dementia (40,000 under 65).
- 850,000 people in the UK with
1 million by 2025.
2 million by 2051.
stats = Alzheimer’s Society & Alzheimer’s Research UK850,000 in the UK with dementia (40,000 under 65). - 850,000 people in the UK with 1 million by 2025. 2 million by 2051. 1 in 3 born after 2015 will develop dementia. stats = Alzheimer’s Society & Alzheimer’s Research UK
850,000 in the UK with dementia (40,000 under 65). - 850,000 people in the UK with 1 million by 2025. 2 million by 2051. 1 in 3 born after 2015 will develop dementia. 46 million globally. 115 million by 2050. stats = Alzheimer’s Society & Alzheimer’s Research UK
- 850,000 people in the UK with
- 850,000 people in the UK with 1. Bring the person into the present.
- 850,000 people in the UK with 1. Bring the person into the present. 2.Encourage them to live in the past - ‘Butterfly Care’
850,000 people in the UK with dementia (40,000 under 65
- 850,000 people in the UK with
1 million by 2025. ??
2 million by 2051.
225,000 will develop dementia this year - 1 every 3 minute
1 in 3 (people born after 2015) will develop dementia.WHAT THE EXPERTS SAY “The Wayback offers those living with dementia the opportunity to live in the moment, to go back in time and just ' BE ' again. To still experience and feel who they were – and share those memories with their families.” Dr David Sheard, Founder, Dementia Care Matters. “The Wayback is a powerful and useful resource for professionals and families alike.” Professor Martin Green OBE, Head of Care England and former Government lead adviser on Dementia. “You could visibly tell that residents were being flooded by emotion; smiling and laughing at happy memories of familiar times. The potential for The Wayback not only in dementia care but all kinds of elderly care, is huge.” Charlie Hoare, Managing Director of Huntington House & Langham Court Nursing Homes
The way forward: VR ‘Memory Bank’ Global Database
Episode 2: 1966
thewaybackVR.com info@thewaybackVR.com
850,000 people in the UK with dementia (40,000 under 65
- 850,000 people in the UK with
1 million by 2025. ??
2 million by 2051.
225,000 will develop dementia this year - 1 every 3 minute
1 in 3 (people born after 2015) will develop dementia.Driving Adoption & Overcoming Barriers
#techUKVRAR
• Mark Harrison, Director, Digital Production Partnership @theDPPltd
• Luke Hebblethwaite, Research Analyst, UKIE @ukieluke
• Arnaud Baernhoft, Digital Producer, Alchemy @ArnaudVvr
• Sammy Kingston, Founder, Virtual Umbrella @K_Samantha1
• Anrick Bregman, Director, Unit9 @Anrick
• Julian Williams, Founder, Wizdish ROVR @Wizdish
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