Latest ARVR Innovate News online

If you have not done so already, why not sign up for our daily digest of the best stories from the world of augmented and virtual reality. In today’s paper we explore how AR and VR will shape the food industry, the impact of the technologies on the traditional bank branch network. Read the paper here.

#ces2018arvr Catch all the latest AR and VR innovations at CES2018

We’re keeping a keen eye on CES2018 at present trying to assess what are the main AR and VR trends on show. Again this year there has been a great expansion in expo space and speakers discussing the technologies. We’ll post a more considered review in due course, but if you want to know what has been catching our attention do follow us on Twitter @arvrinnovate and use the hashtag we have set up specifically to highlight the main news stories for AR and VR — #ces2018arvr

Audi AR and VR executive to speak at ARVR Innovate 2018

We are delighted to confirm that Jan Pflüger will be a speaker at ARVR Innovate Conference 2018


As coordinator of the Center of Competence for AR &VR Jan is responsible for the IT activities regarding AR&VR solutions within Audi AG.

He was an early adaptor of digital technologies for the creative area. The potential of VR was obvious for him, so he started exploring new interaction techniques and developed interaction devices for spatial environments in the field of research.

At Audi he started his career in 2012 as teamleader of the VR team at Audi IT, responsible for virtual product validation. Always oriented towards success he dove deep into the topics, created optimized methods and processes supporting the needs of the business.

His long time passion for AR and VR led him to establish the center of competence as a network hub for AR&VR, the place to inspire and influence the AR&VR activities within Audi and build up connections to drive and deliver the future in this area

VR in travel: show us the money

We’ve seen a large rise in interest in deploying virtual reality from the travel sector with companies as diverse at Expedia, Marriott and Quantas pitching in with early innovations in the travel booking, hospitality and airline sectors respectively. VR’s appeal from a travel perspective is not that difficult to see.

As a service, travel is what academics like to call an ‘experience good’, in that its value can only be truly determined by consuming or experiencing it. A bottle of wine is the classic example of an experience physical good, and travel is equally so in services. In the case of wine though, it’s possible to allow people to sample the product before purchase, and in-store wine demos are highly effective in this regard. However for travel this is not practicable, from a logistics or price perspective. Hence the high reliance on recommendation sites among customers to use reputation as a gauge to likely quality.

However VR is set to disrupt this process. The ability to experience vicariously a destination offers nimble marketers the opportunity to steal a march on competitors. While a recent study in Italy found that VR was not a substitute for travel, its advantage lies as a sampler at the choice stage with examples including Norweigan Airlines promoting their routes to the US, or in the case of Australian tourism where a commissioned a series of online VR experiences was found to consider places they would not otherwise have done, and led to a 64% rise in online engagement.

Moving from the web to an live retail context – the travel agency space – Thomas Cook report that one in ten users of the technology at its Bluewater [Kent] store is booking a holiday there and then. A VR helicopter tour of Manhattan boosted revenues for the real thing by 190pc. While these metrics are undoubtedly impressive, irrespective of how the technology is refined, we need to see more evidence-based studies confirming VR effectiveness before we see a more rapid adoption.

2017 Conference Review

A week on from this year’s conference and we’re still receiving plenty of plaudits from attendees. Among the most gratifying things we’ve heard was the sentiment that real business leads were evident for the first time. Partly this might be a result of the expanded space and profile for the exhibition space, but also it surely reflects a tipping point for the AR and VR space. Delegates were certainly engaged with the case studies in particular. Of particular note this year was the large presence from Northern Ireland – an area that is certainly punching above its weight in immersive technology companies. The Irish Times Charlie Taylor was among many of the media attending and his report into the conference is a great synopsis of the day.

Speaker to address Crisis Management issues in AR

Our latest confirmed speaker is Nicola King – Associate Director at global reputation management consultancy Teneo Blue Rubicon, whose clients include Google, Activision Blizzard, Facebook and Instagram. Nicola has extensive experience in risk, issues and crisis management and has worked with companies across a range of sectors to help them understand the risks they face and how to respond when a true crisis hits.

What will Nicola speak on ?

With the growing implementation of AR and VR across multiple industries, this technology is increasingly being utilised in a variety of ways. This is creating challenges as emerging issues arise which may not have been considered by the developers. Drawing on her extensive experience with Pokemon Go and other clients, Nicola will outline how to crisis manage any of these problem issues and how to protect the company and product brand in the event of any significant emergency situations developing.

Eye Tracking and Augmented Reality

The latest speaker to our fantastic line-up for ARVR Innovate 2017 is Ann McNamara from the Department of Visualization at Texas A&M University. In her presentation to delegates Ann will explore how, using eye-tracking to inform AR and VR applications, compelling AR and VR applications need to figure out how to get the right information onto a user’s screen, in just the right place, at just the right moment.

Showing too much information can confuse the user, but not showing enough can render an application useless.  Finding the sweet spot in between the the challenge for developers and marketers alike.

Probing user attention can get us closer to that sweet spot. If we know where a user is looking we simply deliver the information they want in a location where they can process it. Ann and her colleagues’ research involves measuring where the user is looking in a scene as a way to help decide where to place virtual content. With AR and VR poised to infiltrate many areas of our lives, from driving, to work, to education– we’ll need to solve these types problem before we can rely on AR and VR to provide support for serious or critical actions.

About Ann McNamara

Ann McNamara is an Associate professor and Associate Department Head at the Department of Visualization at Texas A&M University. Her research focuses on novel approaches for optimizing an individual’s experience when creating, viewing and interacting with virtual and augmented spaces. She is the recipient of an NSF CAREER AWARD entitled “Advancing Interaction Paradigms in Mobile Augmented Reality using Eye Tracking”. This project investigates how mobile eye tracking, which monitors where a person is looking while on the go, can be used to determine what objects in a visual scene a person is interested in, and thus might like to have annotated in their augmented reality view.

Why your boss should send you to ARVR Innovate Dublin on May 11th.

You’ve already sussed out the early-bird rate, and have identified a few really interesting speakers you would like to meet, but sometimes the boss needs a little more nudging – budgets for attending conferences can often be tight, especially if you were not at a previous ARVR Innovate ( check out the great testimonials from previous attendees )

So here are some great reasons to get that PO form signed off.

Attending ARVR Innovate will help make you a better asset to your organization, and you’ll be updating your knowledge in an area that even Tim Cook of Apple says is a priority…

I regard [augmented reality] as a big idea like the smartphone. The smartphone is for everyone, we don’t have to think the iPhone is about a certain demographic, or country or vertical market: it’s for everyone. I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives.

Whether you’re still mastering the core competencies you’ll need to apply in the workplace, or you’re looking to leverage your demonstrated leadership skills, ARVR Innovate is the perfect place for you.

We’re putting together a day of idea generation to address challenges, work more effectively, drive revenue, engage your audiences, and improve worker productivity at your organization.

You’ll walk away with actionable tips to implement AR and VR with your team when you return to the office. ARVR Innovate is the place for you to nurture existing relationships while building new ones.

How often can you meet face-to-face, let alone have access to all the latest technologies and user case-studies all in one location at the same time?At ARVR Innovate, you can evaluate and test the latest products and technology in your area of expertise. We’re bringing the top speakers in Europe in the AR and VR field to our event and they cover the whole spectrum of user case-studies from enterprise and consumer perspectives.

Spend time in our Expo area to get hands-on experience that will help you guide the decision-making process when your organization is ready to make the move into AR and VR. Discuss emerging trends in the AR and VR field and find new avenues to approach future issues and technologies. We have some great start-up companies from Ireland, UK, Austria and Germany attending too, who are keen to meet potential investors and partners.

You’ll walk away with new ideas, and possibly even solutions to existing challenges you’re facing at your organization. So don’t delay…book now.

stARtup Profile – AVRLON – Berlin

This year’s conference will have a great new addition – the stARtup Demozone. Over the past few weeks we’ve been receiving loads of applications to join our event, from companies near and far… and over the next few weeks we’ll be introducing you to who you can meet in Dublin….first up is AVRLON.

AVRLON is a Berlin based VR start-up in the gaming space. In Dublin they will be showcasing Elemental Combat – a fast-paced, competitive Virtual Reality game that blends the speed and intensity of an FPS with martial arts and RPG elements.Players can use their hands to let fire fall from the sky or raise mighty walls of earth in VR -it’s possible also to develop a customised avatar.

David Gattig
CEO & Co-Founder