OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research,...

23
OUT OF THE BLUE iAM 3/4 .HERE

Transcript of OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research,...

Page 1: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

OUT OF THE BLUE

iAM3/4 .HERE

Page 2: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

The Digital Revolution is all around us. The impact of digitization on established businesses, institutions, and start-ups is profound, and is opening up new dimensions to deliver products and services and to interact with customers.

However, perhaps even deeper than the industry changes are the underlying changes that digital is having on our personal and professional lives. In a positive feedback cycle, users foster the development of innovations and, at the same time, change behaviors and preferences upon using them. The expectation of technology to make our lives easier and faster is growing. As digital continues changing what we do, the question arises: is digital changing who we are?

Out of the Blue digs into these changes: new behaviors, new preferences, and new social mores that are emerging with such a strength and transformative power that we could be witnessing the dawn of a new concept of the self: the i.AM.

Knowing how individuals evolve in the digital revolution will be critical for business and institution. Out of the Blue’s purpose is to contribute to this knowledge.

Under the overarching theme iAM, we have developed four different concepts.

.me: How individualism and personalization take on new dimensions with digital.

.now: How digital is changing our perception of time and our use of resources

.here: How digital is broadening the concepts of place and presence

.mind: How digital is affecting our minds and our attention

The material is crowdsourced and linked for further reference and reading. We are only scratching the surface and invite you to join us on this journey. The chapters .me and .now have already been released.

– Oliver Wyman’s Communications, Media and Technology practice

2

EDITORIAL

Page 3: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

“ Are our devices turning us into a new kind of human?”

– Amber Case, cyborg anthropologist, TED Radio

Page 4: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

4

iAM

Digital is an integral part of our lives. Technology is blurring the lines between the digital, physical and biological spheres while reshaping our perception of space and time and even the concept of our identity or persona.

The expectation of technology to make our lives easier and faster is growing. As digital continues changing what we do, the question arises: is digital changing who we are?

Page 5: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

5

.HEREHow digital is broadening the concepts of place and presence

iAM INDEX

.MINDHow digital is affecting our minds and our attention

.MEHow individualism and personalization take on new dimensions with digital.

.NOWHow digital is changing our perception of time and our use of resources

Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission

Page 6: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

6

.HEREDigital is broadening our concepts of presence and place, changing not only the way we communicate with each other, but also how we interact with our surroundings.

Advances in virtual reality (VR) and augmented reality (AR) – also referred to as mixed reality (MR) – are opening doors to immersive experiences in which people can enter fictional parallel worlds or blend aspects of the virtual and real world to augment the concept of space.

The technologies hold promise to bring us closer together. They open up endless possibilities for collaboration, communication, and storytelling.

How digital is broadening the concept of place and presence

Page 7: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

7

“ Reality isn’t half bad. If we can enhance it and optimize it a little bit, that could be a really cool thing.”

– Noah Kraft, Doppler Labs

Page 8: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

8

“ We’ve never been content with living one life, because we either want to share ours, or feel somebody else’s.

We are fundamentally limited to our own points of view – but it is human nature to try to broaden our perspective. For me, that’s where Virtual Reality comes in.”

– Danfung Dennis, CEO and founder of Condition One

Page 9: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

9

A BRIGHT FUTURE.HERE – THE DAWN OF A “MIXED REALITY”

Recent advancements in virtual reality, augmented reality, and a mix of the two known as “mixed reality” are enabling us to tinker with and enhance our surrounding worlds, or to temporarily immerse ourselves in a virtual world.

Big technology companies, including Facebook, Google, Microsoft, Samsung, Sony, and Nintendo, and a wide array of startups, such as Magic Leap, Meta, The Void, and Atheer, are racing to put forward their vision for making virtual reality the new platform for computing and communication.

VIRTUAL REALITY VERSUS AUGMENTED REALITY

Virtual reality immerses users in an artificial world …

Virtual reality creates an experience of total immersion by using a PC, console, or smartphone to run an application via a headset which secures the display before the user’s eyes and by way of inputs that may involve tracking head and hand movements, controllers, voice commands, on-device buttons, track pads, etc …

VR is one of the most immersive ways to tell a story: What happens inside a headset allows users to experience something, rather than simply observe it. Researchers have found that the in-person view that VR creates is so intense and emotionally taxing that people often need to take a break after a short viewing period.

… While augmented reality (or mixed reality) adds elements to our real worlds …

Augmented reality applications add contextual layers of information onto our surroundings in the form of 3D graphics, by using cameras sophisticated computer vision, artificial intelligence and deep learning.

Page 10: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

10

A REALITY BECOMING REAL PROMISING DEVELOPMENTS IN HARDWARE AND PLATFORMS

After the failure of the Google Glass, the past year has seen a raft of successful launches of various VR headsets, including the Oculus Rift, Vive, Samsung Gear, Meta 2, Microsoft HoloLens, as well as several announcements (and rumors) of other VR devices in the making.

The smartphone is central to many AR and VR offerings, and is seen as a key to reaching a wider audience.

VR & AR HARDWARE: FROM $0.15 TO $3,000

Stand-alone VR headsets: Oculus Rift $599, Vive $799, Microsoft HoloLens $3,000, Project Alloy (Intel and Microsoft) end 2017. In the works: Magic Leap.

Tethered headsets using computers: Meta 2 $949; using game consoles: Sony PlayStation VR release November 2016 $399, Microsoft Xbox One early 2017; using smartphones: Google Daydream View $79, Samsung Gear VR headset $100, Xiaomi Mi VR Play headset will be available for beta testers for $0.15 shortly, Google Cardboard $5, Zeiss VR One, Mattel View-Master VR $29.99, Freefly VR $69.

AR handsets: Lenovo Phab 2 Pro (Tango enabled) $499.

The phone is the golden path to how we get to a billion users.”– John Carmack, Oculus chief technology officer

MOBILE-CENTRIC VR AND AR PLATFORMS

In May 2016, Google announced a mobile VR platform Daydream as part of the Android Nougat operating system. Daydream includes a set of standards and reference designs for smartphones to display VR content coming from partners like HBO, Netflix, Hulu, and video-game makers. Google also has an AR platform called Tango.

In August 2016, Baidu announced an AR platform DuSee that uses the camera on smartphones, sophisticated computer vision, and deep learning to understand and then augment a user’s surroundings. It’s being integrated into Baidu’s mobile apps, including the company’s core search app for iOS and Android.

Page 11: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

11

THE IMPACT OF VR ON OUR MINDS (1/2) HOW VR TRICKS OUR MINDS INTO BELIEVING SOMETHING IMAGINARY IS REAL, AND HOW SOCIAL IT IS

According to Rony Abovitz, CEO of VR startup Magic Leap, VR is the most advanced technology where humans are still an integral part of the hardware. The sense of presence felt in a virtual headset is created not by the screen but by the neurology of our brains. Kent Bye, founder of the podcast Voices of VR, says that VR talks to our subconscious mind like no other media.

All the experiences we have in a virtual world will be experienced by us as if they were real. Furthermore, we remember VR experiences not as a memory of something we saw, but as

something that happened to us. An experience in a virtual world will feel authentic – just as if we had experienced it in the real world.

And like most experiences, the best ones are those we share with others. People who have tested the latest VR systems, have been blown away by how social the experience was and how sharing a virtual experience made it exponentially better.

We react to virtual stimuli and are changed by virtual experiences as we would be if they had happened in real life.”– Jeremy Bailenson, Founding director of Stanford University’s Virtual Human Interaction Lab

Page 12: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

12

EMPATHY AT SCALE AT STANFORD UNIVERSITY

A team at the Virtual Human Interaction Lab at Stanford University is running a research project called “Empathy at Scale” that explores ways to design, test, and distribute virtual reality projects that teach empathy. Experiments have shown that after seeing the world through the eyes of a colorblind person, a user is twice as likely to help the colorblind person than if he had just imagined it.

Sources: Wired, The Atlantic, BBC

THE IMPACT OF VR ON OUR MINDS (2/2) HOW VR CAN BE USED TO BRING OUT THE BEST – AND POTENTIALLY THE WORST – IN US

[Virtual reality] connects humans to other humans in a profound way I’ve never before seen in any other form of media, and it can change people’s perception of each other.”– Chris Milk, film producer “Clouds Over Sidra”, a UN VR portrait of life in a refugee camp

Studies at the Virtual Human Interaction Lab at Stanford University have shown that virtual reality changes behavior, and that when we when we step into virtual bodies, we conform to the expectations of how those bodies appear.

If an avatar is taller than we are in real life, we become more confident. If we have a particularly attractive avatar, we become friendlier. If we’re young and we have an avatar that is a senior citizen, we start saving

money for our retirement. These changes last even after we leave the virtual realm.

However, the power of VR to manipulate bodies and faces in virtual reality could also be used to persuade and manipulate people, a fact that has led social scientist Nick Lee to the concept of “vulnerable reality.”

PERFORMANCE ART PIECE “THE MACHINE TO BE ANOTHER”

The international art collective “Be another Lab” uses the Oculus Rift, microphones, and a wearable wide-angle web camera to let participants swap places with the performer, allowing them to see the world through the eyes of a child, a woman, a stranger, a close friend, and a disabled man. In 2015, the staged program – part performance art, part experiment – was used by psychologists, neuroscientists, and researchers in six countries to explore issues like mutual respect, gender identity, physical limitations, and immigration.

Page 13: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

13

VIRTUAL AND AUGMENTED REALITY

EDUCATION AND TRAVEL: VR and AR open up borders for education and travel

In 2015, Google announced Expeditions, a Virtual Reality platform built for classrooms to enable virtual field trips. Read more

Western University in Pomona, California recently opened a Virtual Reality learning center for medical students (including a digital dissection table).

In 2015, NASA unveiled its new Mars Experience, a collaboration with MIT and Fusion Media that lets users simulate life on Mars.

Marriot recently created a VR experience that lets users ‘teleport’ to a Hawaiian beach or the top of a skyscraper in London to give people a firsthand experience of potential destinations.

HEALTHCARE: VR opens up new ways for training and treatment

A doctor in Miami used Google Cardboard to plan for a surgery on a baby who was born with half a heart and only one lung. It helped him see the 3D images of the baby’s heart in a way that he would otherwise have not been able to.

VR is also used for exposure therapy. For patients dealing with phobias of crowds, heights, or even public speaking, virtual reality can be a safe way to practice being in the environment. Read more

Australian based company Build VR has developed a Solis VR unit, that offers relief to dementia patients by triggering memories and positive emotions to combat boredom and repetitive behavior.

ENTERTAINMENT AND LEISURE: VR and AR let us interact with our entertainment, rather than just consume it

Dutch National Ballet has created Night Fall, the world’s first ballet choreographed especially for VR, to ensure that the dancing works in a 360-degree immersive setting. It explores the boundary between dreams and reality, and is inspired by the famous “white acts” from Swan Lake and La Bayadère. Using Google Cardboard or Gear VR headsets, viewers are placed in a virtual dark room alongside a violinist and dancers.

Online music broadcasting platform Boiler Room and Inception VR are teaming up to create the first virtual music venue in London, where people around the globe can attend the same loud, sweaty, exclusive live shows.

Void, a new entertainment centre being built in the suburbs of Salt Lake City, combines virtual reality with elements of the real world, like walls, wind, and sprays of water to create new experiences.

JOURNALISM: VR and AR enable immersive storytelling to engage viewers

In July 2015, Catalan national public television station TV3 used AR to include a virtual “mapping” that allowed the spectators to see the data and talents at the different Catalan town hall locations simultaneously.

Los Angeles-based journalist Nonny de la Peña used a mix of real footage and computer graphics to place viewers in a calm Aleppo street scene, a sudden mortar attack, and a camp for refugee children in her “Project Syria.”

RETAIL: “Virtual commerce” engages consumers and lets them experience products prior to purchase

Sephora’s mobile app and website allows users to apply virtual cosmetics to their faces.

Ikea released a VR app focused on customizing virtual kitchens.

North Face placed VR headsets loaded with footage of California’s Yosemite National Park and Utah’s Moab desert in some of its stores to get shoppers excited about outdoor adventure.

Similar short or long term rental for office spaces are also popping up, allowing workers to network, connect or find a breathing place.

DESIGN: VR and AR create tangible 3D and immersive work spaces

Ford has a special VR room at its R&D lab in Silicon Valley to design cars for the future.

Marxent Labs partnered with Lowe’s Home Improvement to create an app that lets users design a kitchen or bathroom. Read more

Consumer applications like Google´s Tilt Brush app enables users to paint in their own virtual studios and create 3D works of art within a virtual world, and then walk around and view their creations from different angles.

HOW APPLICATIONS ACROSS INDUSTRIES SPARK IMAGINATION, CREATE ENGAGEMENT, AND RECREATE OUR CONCEPT OF .HERE

Page 14: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

14

Google Expeditions is a virtual reality teaching tool built with Google Cardboard for the classroom, launched in September 2015.

The tool allows teachers to take their students on engaging field trips to virtually anywhere, including places such as Buckingham Palace, Machu Picchu, the International Space station, Antarctica, the Great Barrier Reef, and Dubai’s Burj Khalifa, the tallest building in the world.

More than one million students from over 11 countries have taken an Expedition since Google introduced the Google Expeditions Pioneer Program.

In June 2016, Google launched an Expeditions app available to everyone on Android devices with more than 200 Expeditions to choose from. In September, an iOS version was introduced.

GOOGLE EXPEDITIONS & DREAM ADVENTURES Experiencing the wonders of the world

CASE STUDY

IMMERSIVE DREAM ADVENTURES

FOR HOSPITALIZED CHILDREN AT ST. JUDE RESEARCH HOSPITAL

Many of the children battling cancer at St. Jude Children’s Research Hospital have to stay in the hospital for months and are unable to experience the outside world.

St. Jude Dream Adventures, organized by Expedia and creative agency 180LA, enabled some of the children to experience the travel adventures of their dreams via an immersive 360-degree, real-time installation. Expedia employees were dispatched to undertake various adventures requested by the children at St. Jude, such as the Monkey Jungle in Florida and the Great Maya Reef in Mexico.

The adventures were filmed using All 360 Media and projected onto the space in real-time so that the children could not only watch the adventures but also ask questions and make requests.

Source: Dream adventures

Official Google video

Page 15: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

15

VR simulations have been used for more than 20 years to treat patients with conditions such as post-traumatic stress disorder (PTSD), severe pain in burn victims, and phobias or fears.

VR therapy has successfully helped smokers stop smoking, and it can play a role in overcoming a fear of spiders. In an American study, 23 subjects were encouraged to gradually, and safely, approach a virtual spider. By the end, 83 percent of patients showed a significant improvement in how they dealt with spiders, with some so desensitized to the virtual spider that they could approach a real tarantula with minimal anxiety.

VR-assisted treatments and VR self-help tools have good potential, given that the treatment can be delivered in people’s homes. Swedish company Mimerse has developed gamified psychological treatment tools for VR for the mass market in partnership with the Swedish government and Stockholm University. Their first game, “Itsy,” available on the Gear VR app store, is focused on treating arachnophobia without involvement from a real-world therapist.

PHOBIA TREATMENT Facing fears in a controlled environment

CASE STUDY

Sources: The Guardian, UAB

We’ve seen users experience virtual situations as real. This helps patients confront their fears in a protected, controlled and safe environment.

And the psychologist is provided with a simple tool which can be integrated into the protocols of traditional treatments.”– Ivan Alsina-Jurnet, University lecturer and specialist in the use of ICT applications in psychology

Virtual reality for paranoia

Page 16: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

16

US retailer Lowe’s has installed “Holoroom” kiosks, which apply virtual reality to home design, in 20 stores across the US. The Holoroom enables customers to design their dream kitchens or bathrooms on an app, and then use VR devices such as Oculus Rift or Google Cardboard to virtually step into their designs.

Lowe’s is also working with Microsoft to launch AI-powered virtual reality in five stores during the first quarter of 2017, that will allow shoppers to put on a HoloLens headset and digitally design a kitchen. Using Microsoft’s AI platform Cortana, the experience will scrape data from a user’s Pinterest account to serve up recommended products.

In November 2016, Lowe launched Lowe’s Vision, an augmented reality app in Google’s 3-D smartphone platform Tango, which allows customers to measure their space and drop in virtual products with the tap of a finger.

LOWE’S HOLOROOM APP & EBAY’S & MYER’S VR DEPARTMENT STORE Virtual design and commerce to visualize what products look like in the real world

CASE STUDY

Sources: Forbes, Retail Detail, Fastcompany

A VIRTUAL DEPARTMENT STORE

In May 2016, eBay and Australian department store Myer launched a virtual reality department store.

The eBay VR department store is available as an app and can be accessed using a simple cardboard headset that lets you enter Myer’s, Australia’s largest department store.

At first, consumers see different product categories. Afterwards, the shoppers can personalize their shopping experience by choosing the categories they prefer.

The app analyzes a customer’s shopping behavior in order to suggest other possibly interesting products.

Lowe’s Innovation Labs: Lowe’s Holoroom

Page 17: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

17

Niantic’s Pokémon GO mobile game combines augmented reality with location-based services, and awards players for capturing virtual Pokémon located at PokeStops, which are superimposed on a real-life digital map.

Pokémon GO was launched in July 2016, and quickly became the first widely accepted and free platform for AR, with 180 million downloads worldwide in two months.

The game has brought the playfulness of video games into the physical everyday world, as users need to roam streets and public places in search of Pokémon and PokeStops. The experience is inherently social, and surprisingly collaborative with groups of teenagers, mother-and-son duos, and dating couples joining forces to catch the Pokémon.

The great success of Pokémon GO is likely to expand the frontiers of AR, and will change our expectations of how to access information about objects in our immediate surroundings.

POKÉMON GO (1/2) The AR smartphone game that made the masses hit the streets…

CASE STUDY

Sources: The New Yorker, Sensortower, Niantic

POKÉMON GO IN NUMBERS

Pokémon Go users have walked more than 8.7 billion kilometres - the equivalent of walking around the Earth 200,000 times – and caught 88 billion Pokémon – an average of 533 millions Pokémon per day – since the game came out in July 2016 through December 7, 2016.

Nick Johnson from New York became the first person to capture all the available Pokémon creatures. He caught the 141 Pokémon characters available in the US within two weeks of the game’s release, and was sponsored by Mariott Rewards and Expedia to catch the remaining Pokémon in Paris, Hong Kong, and Sydney.

In the history of the internet and consumer tech, nothing has had an adoption of more than 100 million global users in six days. The last record was Candy Crush – that took one year and three months to reach the same level.”– Ambarish Mitra, CEO of Blippar

Page 18: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

18

The success of Pokémon GO raise profound questions about ethics in a new overlaid world of augmented reality:

One set of questions centers around the use of public spaces: When a virtual space overlaps with a real-world space, whose space is it? And who owns the virtual space around each player? Pokémon GO appropriates public, commercial, and private space for a commercial purpose. Homeowners, businesses, and communities have no say on which spaces can be augmented for other people’s commercial purposes.

Another set of questions is related to who controls and is responsible for what is created in the augmented reality: Harassment and stalking exist both in virtual worlds and the real world, and using the physical world as a gaming space makes it possible for harassment to enter that world as well.

Both sets of questions implicitly put pressure on AR developers to supplement their applications with a code of ethics.

POKÉMON GO (2/2) … and raised questions on the need to include ethic code in augmented reality applications

CASE STUDY

Sources: Wired, The Guardian

As you battle, train, and capture your Pokémon, just remember you’re still in the real world too!”– New York Police Department, 34th Precinct

Page 19: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

19

Microsoft’s untethered holographic computer HoloLens creates a mixed reality by allowing its users to interact with holograms – moving them, shaping them, and pinning or anchoring them to real-world surroundings.

The hardware and software for HoloLens comes in a headset that requires no wires or connections to other devices. The headset is powered by a powerful holographic processing unit, which handles all the environment sensing and other input and output necessary for the goggles. It also aggregates data from sensors and processes the wearer’s gestures.

The headset, which looks like a pair of tinted ski goggles, first went on sale to selected software developers for $3,000 in March 2016. It is now available in the US, Canada, Australia, Ireland, France, Germany, New Zealand, the UK, and Japan, and will be available in China during the first half of 2017.

In August 2016, Microsoft declared HoloLens “open for business” with the launch of its commercial suite.

MICROSOFT HOLOLENS A mixed reality stand-alone headset

CASE STUDY

Image: Microsoft image gallery

HOLOLENS USE CASES

NASA has used Hololens to help scientists explore and collaboratively discuss Mars from a first-person perspective. Designers at NASA’s Jet Propulsion Laboratory ( JPL) also use the headset for the next Mars rover; they can design and view their plans in 3D, in full scale, before anything has been built. See video

Japan Airlines has used Hololens to provide supplemental training for engine mechanics and flight crew trainees. The Hololens experiences help convert “trainees’ intellectual memory to muscle memory”, and allow engine mechanics to “study and be trained just as if they were working on the actual engine or cockpit,” placing their hands on virtual engines and parts.

Link to official webpage & video

The ultimate computer, for me, is this mixed-reality computer, where your field of view becomes an infinite display, where you see the world. And you see virtual objects and holograms. That’s definitely what we are building today with HoloLens.”– Satya Nadella, CEO Microsoft

Page 20: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

20

Magic Leap, a secretive startup that has received $1.4 billion in funding, is developing a “mixed reality lightfield.” Like HoloLens, it combines augmented reality with virtual reality by overlaying digital 3D graphics onto a view of the real world via some kind of headset with transparent lenses or smart glasses.

However, unlike other mixed reality headsets, Magic Leap claims that its device will be unique in the way it beams light into the eye. The technology is called “dynamic digitized lightfield”: it projects images directly onto the eye so that it hits the retina, whereas traditional projectors fire the light at a surface, which then bounces it back into the eye. By hitting the retina directly, it tricks the brain into thinking it is real. The final result is a seamless, real-looking projection.

Magic Leap has not released any prototypes to a wider audience, nor has it given any concrete future release date, apart from the fact that “we are racing for a launch.”

Stay tuned.

MAGICLEAP A secretive well-funded start-up promises neurological true visual perception

CASE STUDY

Source: Wired

MAGIC LEAP COMPANY DESCRIPTION IN CRUNCHBASE

Magic Leap is combining that inherent visual ability with mobile computing – giving you visual output equivalent to when you step outside into the world, but powered by the mobile tech you carry around.

Using our Dynamic Digitized Lightfield Signal™, imagine being able to generate images indistinguishable from real objects and then being able to place those images seamlessly into the real world.

We are visionaries, rocket scientists, artificial intelligence gurus, robotics wizards, visualization jedis, software ninjas, computing hobbits, film freaks, mathematical artists, psychedelic physicists, people people, business athletes, and music lovers. We are creating a whole new user experience that we call Cinematic Reality™.

The real way to the future is biology. We give you a neurologically true visual perception. As long as you aren’t touching something, our digital objects, environments, and people really are neurologically true. It’s one of those things that you have to experience to believe.”– Rony Abovitz, CEO and founder Magic Leap

Page 21: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

21

Physical discomfort, in the form of motion sickness, is a well documented, unpleasant side effect of immersive virtual experiences, where virtual movements do not line up with real head or body movements.

Now, some experienced VR users are noticing that visits in the virtual world leave them with an existential hangover, or a “post-VR sadness,” upon their return to the real world. The described effects include a “strange feeling of sadness and disappointment when participating in the real world, usually on the same day.” Rather than being depressed, the mind is detached and a dissociated: “The sky seems less colorful, and it just feels like I’m missing the ‘magic’ (for the lack of a better word). … I feel deeply disturbed and often end up just sitting there, staring at a wall.”

There has been little research into the relationship between virtual reality and dissociation. In 2006, clinical psychology researcher Frederick Aardema found that VR increases dissociative experiences and lessens people’s sense of presence in actual reality. He also found that the greater the individual’s pre-existing tendency for dissociation and immersion, the greater the dissociative effects of VR.

CAUGHT BETWEEN TWO WORLDS How immersive experiences might diminish our presence and sense of self in the real world

Sources: The Atlantic, Medium, Popular Science, Effects of virtual reality on presence and dissociative experience

VIRTUAL REALITY SICKNESS

Motion sickness, with symptoms including dizziness, nausea, and imbalance, is common among VR users, and is often cited as one of the major hurdles for adoption.

Testimonials from experienced VR users indicate that VR sickness and discomfort fade with time. In the same way that people who may initially become seasick gradually develop “sea legs” after spending time on the sea, people start getting more comfortable in virtual reality once they have gotten their “VR legs.”

Researchers at Columbia University have been conducting experiments to reduce VR sickness by restricting the field of view, and blacking out the peripheral edges of a VR headset’s lenses until the upsetting virtual movement ends.

FOOD FOR THOUGHT

Page 22: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

22

DIVE DEEPER

Welcome to Zuckerworld, Bloomberg BusinessWeek, July 2016

Oculus Rift Is Too Cool to Ignore, MIT Technology Review, June 2016

Meet Virtual You: How Your VR Self Influences Your Real-Life Self, New York Magazine, Amy Cuddy

Virtual Reality Therapy: Treating The Global Mental Health Crisis, TechCrunch, January 2016

The Untold Story of Magic Leap, the World’s Most Secretive Startup, Wired, April 2016

TEXT

Virtual Reality in the Business World, BBC Business Daily, February 2016

The Future of Storytelling – Step Into the Page, Glen Keane, September 2015

Experience on Demand, Jeremy Bailenson Virtual Human Interaction Lab at Stanford , March 2016

TheMachineToBeAnother; Embodied Narratives, BeAnotherLab

VIDEO & AUDIO

Page 23: OUT OF THE BLUE iAM - Oliver Wyman€¦ · Ogilvy & Mather China Center For Psychological Research, Shenyang Phone Wall Campaign. Used under permission. 6.HERE Digital is broadening

23

Out of the Blue is a periodic publication from the Oliver Wyman CMT (Communications, Media and Technology) Research and Knowledge Management Team aimed at highlighting trends within the communication, media and technology space.

The Out of the Blue Team

Communications, Media and Technology Knowledge Management

Mia Burner, Senior Knowledge Manager Borja Xercavins, Senior Consultant

Editorial

Lorenzo Miláns del Bosch, Partner, Madrid Iria Aparicio, Manager, Knowledge Management

Marketing

Kate Wildman

Design

Paloma Sanchez Michael Tveskov Melissa Ureksoy

For more information, please visitwww.oliverwyman.com

Copyright© Oliver Wyman