Extrapolating on 18 years of History in the VR Solution Market: The Potential of zSpace to Disrupt the Industry

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3DS.COM©DassaultSystèmes|ConfidentialInformation|6/18/2013|ref.:3DS_Document_20123DS.COM©DassaultSystèmes|ConfidentialInformation|6/18/2013|ref.:3DS_Document_2012
Extrapolating on 18 years of History in
the VR Solution Market: The Potential of
zSpace to Disrupt the Industry
David Nahon
Immersive Virtuality Lab (iV Lab)
Director at Dassault Systemes
Member of the Board at AFRV

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3DS.COM©DassaultSystèmes|ConfidentialInformation|6/18/2013|ref.:3DS_Document_2012
Agenda
Some words about me and Dassault Systèmes
What we mean by VR : Immersive Virtuality
Components of an immersive experience: container + content
The challenge for a company putting immersive techno on the market
Value chain of the B2B2C: serving Customers through Business partners
Lessons learn from succesful and non-succesfull stories
CAVEs, HMDs, Nintendo Wii and 3DS, Wacom, Spacemouse, Guitar Heroe, leap motion, 3DVision
Conclusions on requirements for success, a proposed metric: MADIK
Affordable, Deployable, Immersive, Multi-purpose, Killer-purpose
How does zSpace compares with its predecessors/competitors using MADIK
Proposed directions for valuable usages in 12 industries and in the consumer markets

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http://www.linkedin.com/in/davidnahon
Cf My Linkedin Profile

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Our Purpose
Dassault Systèmes provides
business & people
with 3DEXPERIENCE universes
to imagine sustainable innovations
capable of harmonizing
product, nature and life.
“
“

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Our Legacy
V3 V4 V5 V6

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Key Elements of Our Platform

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Our 3DEXPERIENCE
PLATFORM
Powers
our Brands
Our 3DEXPERIENCE Platform

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Our 3DEXPERIENCE Platform

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The Sensori-motor loop
3DEXPERIENCE

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virtualuser
If closed loop, strong
requirement:
<~ 20 msec loop
Courtesy Rolland Jouvent,
in “Le cerveau Magicien”

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From – « Le Cerveau Magicien », Roland Jouvent
« The Horse is our
connection to the real »

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Courtesy Rolland Jouvent,
in “Le cerveau Magicien”
Virtual Reality Immersive Virtuality (iV) is a set of
technologies and sciences that enables to physically
immerse a user within a virtual 3D world by providing both
an enhanced presence of the virtual world for the user
(with stereoscopic and view dependant rendering, 3D
sound, haptics …)
and an enhanced presence of the user in the virtual world
(through direct natural body interactions)
virtualuser
Strong
requirement:
<~ 20 msec loop

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Story Telling
Specific iUX
Scenario
Media
HW / SW
Drivers + Generic iUX
Content
Experience
Container
An immersive experience
zSpace
Market

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Who What
Entreprise
User
Home or
Pro User
End User runs the experience
Customer
puchases and deploys
the experience
ISV
Managment
Product Marketing
Manager
articulates value and
promotes the product
Engineering team Application developer
UX designer
Designs and validate the
UX
Hardware/Device/SW
vendor and integrators
Sells the experience
container
The stakeholders, the challenge for zSpace and alike
Developer
H/W
vendor
End User
Bring innovative
valuable
user experiences
to the end users and
customers
through the usage of
new devices and
technologies
IT
Customer
iV Expert
Marketing

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Definitions
Présence vs Immersivity
„The sense of “being there”‟ (Held & Durlach,
Sheridan, Zeltzer: premier issue of PRESENCE,
1992)
„A perceptual illusion of non-mediation‟ (Lombard
and Ditton,1997)
„A mental state in which a user feels physically
present within the computer-mediated
environment‟ (Draper & Kaber, 1998)
„The subjective experience of being in one place
or environment, even when one is physically
situated in another‟ (Witmer & Singer, 1998)
C.f Mel Slatter
http://www.cs.ucl.ac.uk/staff
/m.slater/Papers/rss-
prepublication.pdf
Presence du virtuel
•“Place Illusion”: Avoir
l’impression d’y être
•“Plausibility Illusion”: Garder
une cohérence, ne pas
rompre la présence par des
incohérences

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Immersive / magic / irresistible UX
A Good CAVE (Dassault Systèmes LiVES)
Low latency, wide FOV, small pixels, perfect
calibration
Low end or badly administred CAVE
Big pixels, bad screen alignment, too small
framerate creates latency
Nintendo 3DS AR + stereo 3D
Perfectly plausible illusion
Leap Motion, a mouse, wiimote, kinect
The super small latency induces a great
sensorimotor illusion
I

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Affordable components are key for affordable products
eMagin z800, Sensics pSight
eMaging wanted to use their OLED Micro-displays, but it was too early,
and not yet in mass production, so end product was not Affordable
IMU didn‟t exist as smartphones didn‟t exist, so none came with
correct embeded tracker
Occulus Rift is using recent IMU and integrates them in their HMD
Wiimote
Nintendo was clever tu use existing accelerometers from the massive
airbag industry
Then they added a plugin with gyros to enhance the experience
A

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Deployability
CAVE, Sensics piSight
A very dedicated IT team is needed
With knowledge on all components
(tracking, stereo, clusters, ..)
Lots of places where the system may
fail
Sensics piSight, Emagin z800
Instant wearability is a challenge
Disney Quest CAVE
Quicly closed
Replaced by a much less VR system
D

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Killer usage value
Guitar Heroe, Spacemouse, Wacom Cintiq,
CAVE
A single valuable pro or consumer usage may be
enough to sell an emerging device
Wacom Bamboo, Falcon Novint, Disney Quest
CAVEs
Tranfering pro techno to consumer market is a
challenge
Pro needs must also transfer to consumer needs
(e.g drawing on tablets)
K

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Multi-purpose value
CAVEs (in manufacturing industries )
By design VR centers can handle a variety of usage
Wider deployments usually happen on smaller systems
Nintendo Wii or 3DS, Occulus Rift, Leap Motion, Nvidia
3DVision, eMagin z800, Falcon Novint
You may sell a disruptive UX techno if you bring multiple
(small) valuable contents
Very demanding developer community strategy, most failed
Nintendo is the king in this area as they provide off the shelf
experiences
M

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The MADIK chart
Affordable
Made with massivelly
produced components
Deployable
Just run it, no need to be a geek
Immersive
Faking the perception
to make virtual as real as reality
Multi-purpose
If I buy it for one usage,
will I find other that sustain my investment ?
Killer-purpose
if I remove it,
how can you keep living / working

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How does zSpace compares with a CAVE using ADIMK chart
Affordable
Deployable
Immersive
Multi-purpose
zSpace
CAVE
zSpace
future ?
Killer-purpose

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How does zSpace compares with similar predecessors/competitors desktop
immersive systems using
Affordable
Deployable
Immersive
Multi-purpose
zSpace
Cintiq
3DVision +
Mouse + Kbd
C-Station
zSpace
future ?Killer-purpose

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How can zSpace improve ?
Affordable
Deployable
Immersive
Killer-purposeMulti-purpose
zSpace
zSpace
future ?
Solve lighting constraints
Find a place for the Keyboard ?
Support left hand activity
Use pure Consumer
mass components
Become the main screen ?
Go to consumer market
See next slides

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PLM steps (only relevant for manufacturing industries)
Imagine the best
product/process
Model it
Simulate it
Produce it
Sell it
Maintain and
operate it
Refine and
update
specifications
Explain how to
use/do it

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If the specifications are good, product has better chances to be good !
Imagine the best product/process
•Qualitatively understand your
future user
•Optimize their user experience
•Asses customer’s perceived value
Car interior habitability studies
© PSA Peugeot Citröen
“In real context” concept
reviews with AR
probably useful
in deployment
mature
Benefits:
Packaging and product
placement studies
Assembly line ergonomics
© PSA Peugeot Citröen
© Clarté
© 3DS
© 3DS

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Model it
•Be more creative, have unique insights at body scale
•Enable participation of casual users through a simpler
experiences
•Go faster by leveraging more degrees of freedom than
desktop
Benefits:
Store design and layout at
scale one in a CAVEClay modeling on Personal
Space Station
Viewpoint control with
marker tracking
From Layout to Shape
Shaping on InfiniteZ‟s zSpace
Configuration of restricted
spaces in a CAVE
probably useful
in deployment
mature
© Clarté
© 3DS
© 3DS
© 3DS
© Napkin Sketch

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Doc & Training
Explain how to do it
•Faster operations with immersive
instruction
•Longer lasting experience through
lower brain stimulation
•Efficient “virtuality to reality”
transfert
Benefits:
Technical gesture
training
Emergency procedures
training
zSpace
Mounting
instructions
MR Maintenance
training of photocopier
probably useful
in deployment
mature
© CEA List - Renault
© Canon
© 3DS

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Maintain and operate it
Business Operations
(fake)
Plant onsite security
visits (fake)Plant operational
virtual replica
•More straightforward access to
information: saves time
•more usefull insights when you
are within the data
Benefits:
AR Automotive
servicing (BMW
fake)
Car interior habitability studies
probably useful
in deployment
mature
© BMW
© Basf
© 3DS © 3DS

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Cultivate user‟s intimacy with your offer …
Sell it
•Product is familiar before it is purchased
•Attract prospects to your (real or virtual) store
•Reinforce brand relation with customers
Benefits:
Advergames: leverage
the magic of AR
Furniture at home AR tryout
Car Showroom: unlimited
options demo
probably useful
in deployment
mature
Apparels and Clothes
© Cisco (fake)
© TI
© Calrté - Renault
© Panasonic
© 3DS -Nestlé

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Refine and update specifications
Superimpose computation data
with real imagery
•Less cognitive load when
comparing as built and new plans
•Better insights
Benefits:
Styling real vs virtual side-
by-side comparisons
© RTT
Process planning re-design
Faster Visual clash analysis
© Metaio
probably useful
in deployment
mature
© 3DS
© Covise

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In short
Existing Killer optunities for zSpace as an iV platform in the 12 3DS industries
If we use iV, we have benefits such as
Optimize user experience
Asses customer‟s perceived value
Be more creative, have unique insights at body scale
Enable participation of casual users through a simpler
experiences
Go faster by leveraging more degrees of freedom than
desktop
Faster operations with AR instruction
Longer lasting experience through lower brain stimulation
Efficient virtuality to reality transfert
More straightforward access to information: saves time
more usefull insights when you are within the data
Less cognitive load when comparing as built and new plans
Better insights
In short, enhanced:
Product Quality
User Experience
Customer Percieved Value
Creativity
Efficiency
Enjoyability

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Who What
Entreprise
User
Home or
Pro User
End User runs the experience
Customer
puchases and deploys
the experience
ISV
Managment
Product Marketing
Manager
articulates value and
promotes the product
Engineering team Application developer
UX designer
Designs and validate
the UX
Hardware/Device/SW
vendor and integrators
Sells the experience
container
zSpace is already doing the best possible job to improve on Killer usage
Developer
H/W
vendor
End User
IT
Customer
iV Expert
Marketing
Support internal
sponsors
Great Experience
for the User
Co-Marketing
•Joint value
research
•Joint events
•Loan devices
Seduce CEO !
Send developpers
with SDK

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Our Belief
iV is the ultimate 3DEXPERIENCE
The F1 Racing Car effect
High end technologies feeding regular
market products
Concept car effect
Dream User Experience vision to
demonstrate thought leadership

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Besides gaming which is obvious ?
Can zSpace become a home consumer platform ?

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zSpace is likelly to disrupt the industry due to its capacity to
Conclusion
Be the most Immersive desktop platform
Provided the left hand can be used efficently
Be the most easilly Deployable Immersive desktop platform
Provided lighting and keyboard issues are solved
Be the most Affordable Deployable Immersive desktop platform
Provided components can be produced in mass
Be the most valuable platform to deploy
Killer applications in the profesional market, and in PLM in particular

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Extrapolating on 18 years of History in the VR Solution Market: The Potential of zSpace to Disrupt the Industry

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Extrapolating on 18 years of History in the VR Solution Market: The Potential of zSpace to Disrupt the Industry

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