1
Dave Meeker (@dmeeker)
Vice President, Isobar US
Global Head

Click here
to add
your title
2
The Difference Between
Virtual Reality Augmented Reality
and

§ What constitutes Virtual Reality?
§ What constitutes Augmented Reality?
§ What about “Assisted Reality” or “Mixed Reality”?
§ What are the primary differences between VR & AR?
§ Where is all of this likely headed?
What we are
going to
cover
3

VR 4

5
Virtual Reality

6
Virtual Reality
When We Say “VR”
• “I’m Going in”
• Immersive experience that
provides the opportunity to be
digital transported to a different,
place, time or environment.
• Is generally comprised of 360
video, 3D 360 video, or
rendered content (think video
game).
• Can include physical objects /
controllers that influence the
digital experience

AR 7

8
CONTEXTUAL DATA
OVERLAID ON CAMERA

9
REAL-TIME PRODUCT
INFORMATION

10
MAKING PRINT ADS
INTERACTIVE

11
TRIGGERING VIDEO
FROM PRINT CONTENT

12
USING AR TO MAKE
MONUMENTS SMILE

13
MAKING KILLER DIGITAL
OUT OF HOME ADS

14
ENTERPRISE USES OF AR

15
ENTERPRISE USES OF AR

We have a
form factor
malfunction.
16

17
DAQRI SMART HELMET

18
META 1

19
META 2

20
MICROSOFT HOLOLENS

Augmented Reality 21

Augmented Reality 22
When We Say “AR”
• “It’s Coming Out”
• Immersive experience that
provide the opportunity for
digital content, images, 3D
models, etc. to render
themselves on top / in and
around your real, physical
space.
• Is generally comprised of
rendered content, but video
concepts look promising.
• Content in context to one’s
environment, task, activity.

Assisted Reality 23

Assisted Reality 24

Mixed Reality 25

Augmented / Mixed Reality 26
When We Say “AR”
• “It’s Coming Out”
• Immersive experience that
provide the opportunity for
digital content, images, 3D
models, etc. to render
themselves on top / in and
around your real, physical
space.
• Is generally comprised of
rendered content, but video
concepts look promising.
• Content in context to one’s
environment, task, activity.

Virtual reality - is everything
that is not real. Any game on
your computer from Mario to
Modern Warfare is virtual
reality. It allows you to
experience a world that does
not have a physical form.
V I R T U A L
R E A L I T Y
A U G M E N T E D
V I R T U A L I T Y
A U G M E N T E D
R E A L I T Y
M I X E D R E A L I T Y
Augmenting reallife notions
into the virtual world. A simple
example would be using
gyroscope to play games on
your Android phone.
Augmenting virtual objects in
real world. Microsoft Kinect
kind of behaves like a device
to augment reality though it
can also be used to augment
virtuality.
A mix of virtuality and reality to
be more specific it is a mix of
Augmented Reality and Virtual
Reality. Microsoft HoloLens is
perfect example of mixed
reality, wherein a user can
navigate through real world
with a use of virtual objects
and reallife notions such as
'depth' is used on the virtual
objects for better experience.
27
Reality–virtuality continuum
Real
Environment
Augmented
Reality
Augmented
Virtuality (AV)
Virtual
Environment
Mixed Reality (MR)
The area between the two extremes, where both the real and the virtual are mixed, is the so-
called mixed reality. This in turn is said to consist of both augmented reality, where the virtual
augments the real, and augmented virtuality, where the real augments the virtual.
Milgram, P., Takemura, H., Utsumi, A., & Kishino, F. (1995). Augmented reality: A class of displays on the reality-virtuality
continuum. Telemanipulator and Telepresence Technologies. doi:10.1117/12.197321

Assisted Reality 28
MIXED REALITY:
HOLOLENS CONCEPT

Assisted Reality 29
MIXED REALITY:
HOLOLENS CONCEPT

30
MIXED REALITY:
HOLOLENS CONCEPT

31
MIXED REALITY:
HOLOLENS CONCEPT

32
MIXED REALITY:
HOLOLENS CONCEPT

33
MIXED REALITY:
HOLOLENS CONCEPT

34
MIXED REALITY:
HOLOLENS FOOTBALL
CONCEPT

Assisted Reality 35
MIXED REALITY: MAGIC
LEAP CONCEPT

36
MIXED REALITY: MAGIC
LEAP CONCEPT

37
MIXED REALITY: MAGIC
LEAP CONCEPT

38
MIXED REALITY: MAGIC
LEAP CONCEPT

Side by Side Comparisons
AR & VR
39

V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y
O L E D P A N E L S L I G H T F I E L D D I S P L A Y S , E T C .
VR headsets provide a means for a screen to be placed near the eye, taking up the
field of view, immersing the user in digital content.
Much more complicated than OLED screens, the Augmented Reality/Mixed Reality
devices rely on lightfield displays and advanced optics to present digital content to
the user.
40
Screen Technology

V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y
E X I S T I N G & E M E R G I N G S O F T WA R E / H A R D WA R E F U R T H E R B E H I N D , A L O T H A R D E R
3D Surround and Surround Video cameras and production techniques continue to
evolved and are available. Software is robust and getting better (Unity, Unreal, etc)
3D Modeling, Real-time 3D scanning/capture & compositing, & spatially aware
software development are necessary. AR/MR is a bit more complicated than VR at
this point and time, but also leverage similar development tools – Unity & Unreal,
etc). (And there are clearly less hardware choices). 41
Design & Development

V I R T U A L R E A L I T Y A U G M E N T E D / M I X E D R E A L I T Y
E V E R Y O N E I S E X E C U T I N G E V E R Y O N E I S E X C I T E D
VR is here. Oculus broke ground, the HTC Vive is upon us, game and media
companies are scrambling. It is all very real, very promising and consumer
adoption of headsets are what everyone should be watching.
AR’s evolution to MR is fascinating. What Microsoft’s HoloLens, Meta and and
Magic Leap promise us is a new type of digital content experience that is truly
transformation… when it is able to create content at scale. A lot of work has to
happen before that becomes reality. 42
Market Readiness

4 Final Takeaways
43

1
There is an issue with the form factor
of head mounted displays
(AR/VR Glasses & Goggles)
But experiences“this great” could be
transformational and make consumers willing
to adopt head mounted displays.
44

2
One complaint people have with VR
headsets is that the user can feel
“stuck inside” them.
Expect VR headsets that let you see out and
AR headsets that can isolate your vision.
45

3
We should all be less concerned with
what we call things.
We should be more focused on creating
incredible experiencesthat blend our physical
reality with digital content.
46

4
AR & VR will Merge… Some Day.
And when the excitement of “new” fades, we
will probably just end up calling it “content”.
47

Q & A
48