Different Approaches. Incredible Visualizations.
Although the terms are often used interchangeably, there is a difference between the different approaches in this emerging space of visualization.
- Virtual Reality is also known as immersive multimedia or computer-simulated reality. As the name implies, it fills your senses with a simulated world. It is often implemented utilizing 3D immersive video walls, like the Clarity Matrix 3D video wall system, or head-mounted or wearable devices, leveraging mobile display technologies. This approach replicates an environment, either a real one captured with 360-degree camera technology or an imagined one rendered using 3D graphics programs. These systems are growing in popularity for gaming, simulation, or other visualization applications, where you are placed in the center of the action. The Clarity® Matrix® 3D LCD video wall system allows for the creation of immersive virtual reality installations resembling a scene from a science fiction film while allowing for high-resolution imagery and multi-user application support.
- Augmented Reality is the addition of computer-generated sound, video, graphics, or data onto a real-world, physical environment. Rather than a fully immersive virtual world created by virtual reality, augmented reality provides background data on real-world views to create new experiences. Imagine watching sports at a stadium and seeing the latest player statistics above the players. Imagine getting “pop up” information that adds a layer of education to a museum exhibit or event.
- Mixed Reality is sometimes referred to as hybrid reality or hyper-reality. It combines real and virtual worlds to product environments and visualizations where physical and digital objects co-exist and might interact in real time. It encompasses both augmented reality and augmented virtuality. Imagine watching a sporting event for an imagined game or team (like a Quidditch match right out of a JK Rowling Harry Potter novel, for instance) in an actual physical stadium where spectators would buy tickets. Imagine walking through a virtual aquarium in a biology classroom to experience the species up close and to see the food chain in action. Imagine seeing news stories and headlines appear in front of an active newsroom on a broadcast set.
With these various approaches all developing rapidly, it is no wonder the category is exciting and expected to grow.
New Applications Across a Variety of Markets
From retail showrooms to academic research, the demand for AR, VR, and MR technologies are garnering industry attention. Beyond consumer gaming applications, we expect a variety of professional applications that will require the capabilities and quality that you have come to expect from Leyard in our pioneering history in displays. Market applications range from ecommerce to real estate, training to simulation, collaboration to presentation, engineering to architecture, healthcare to entertainment, and many more. Many companies are focused on consumer applications for the technology, where people in their homes or out in the community might be using AR or VR for entertainment. Although very compelling, we also see amazing opportunities to utilize the technology for commercial purposes. In a recent competition, the Clear Concept Awards, sponsored by SEGD, DSE, and Planar, a Leyard company, the winning applicants saw applicability of the technology across a variety of other commercial spaces. Successful applications of the Clarity Matrix 3D LCD video wall have occurred in academic institutions, commercial, and government settings where new visualization experiences are being pioneered.
Experience Creates Empathy and Memories
A great deal of research is being done by companies and academic institutions to determine the benefits of using these technologies in storytelling applications of all types and the results are compelling and consistent: a deeper and more immersive experience leads to greater engagement with the story, greater empathy to the message, and build stronger memories of the experience. The “you had to be there” kind of experiences that used to require travel or extensive expense or commitment can now be experienced virtually with amazing results. Corporate brands, non-profit agencies, educational institutions, and the like are all considering how these platforms will enhance their ability to inform and inspire.
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