AR and VR to merge with reality

Published June 26th, 2017

Seven out of 10 consumers believe that virtual reality (VR) and augmented reality (AR) will become mainstream in media, education, work, social interaction, tourism and retail, according to Ericsson’s latest ConsumerLab report.

It adds that media is already being transformed and consumers expect virtual screens to start replacing TVs and theatres in less than a year.

The report, entitled Merged Reality insights into how consumers expect VR and AR to merge with physical reality, and that 5G will be a key technology for such experiences to become mainstream.

It also says that when boundaries between people’s perception of physical and virtual reality start to blur, this could result in a drastic impact on lives and society. The way people live, work, and consume information and media will fundamentally change.

However, realities will not merge if the user is tethered to a computer or cut off from physical reality. Early adopters of VR/AR expect next-generation networks like 5G to play a central role. Thirty-six percent have expectations on 5G to provide VR/AR mobility through a stable, fast and high-bandwidth network, while 30% of early adopters also expect 5G to enable tethered headsets to become wireless.

The qualitative research in the report included an innovative focus group discussion series completely in VR with participants from North America and Europe, as well as traditional focus groups with current users of VR from Japan and South Korea.

A series of qualitative VR tests with 20 Ericsson employees were also done to understand how lag in VR can trigger nausea.

In the quantitative part of the study, the report presents insights from a survey of 9,200 consumers in France, Germany, Italy, Japan, South Korea, Spain, the UK and the US, aged between 15-69. with awareness of the concept of VR.

Source: Broadband TV News

24i to speak at TV of Tomorrow show in San Francisco

24i to speak at TV of Tomorrow show in San Francisco

24i will attend and speak at the 11th TV of Tomorrow Show (TVOT) taking place in San Francisco June 28-29th at the Golden Gate Club, The Presidio.

TVOT SF 2017 will feature networking/business development opportunities for attendees, innovative and effective branding options for sponsors and exhibitors, close to 200 World-Class speakers and panellists, hands-on workshops and Master Classes, the presentation of the 14th Annual Awards for Leadership in Interactive and Multiplatform Television, and much more. More details here At TVOT SF, 24i's VP of Business development, Linda Abrams, will be joining the panel "Understanding the OTT Content Ecosystem: SVOD, Skinny Bundles and Beyond" in the Hawthorn Room on Thursday, June 29th at 3:30 pm. This session will explore the contours of the OTT content ecosystem (including subscription- and ad-supported VOD services, skinny bundles, niche programming offerings and more) and debate its likely future trajectory and its potential impact on the TV industry as a whole. Topics for discussion will include: How are OTT programming services being marketed to consumers, and what is being done to address their high rates of churn? How will issues with the delivery infrastructure on which they rely--such as ISP data caps and the FCC's plans to reverse Title II net neutrality--impact their development? What will be the impact on the space of social-media/video giants such as Facebook, YouTube, Twitter and Snapchat rolling out new programming services? To what extent are OTT programming services' user experiences and business models restricted by the expectations and established business practices of their content providers? How much progress have they made in innovating the presentation and discoverability of content through personalization and other methods--are they, as one prominent commentator recently put it, still "hamstrung by the legacy of broadcast TV"? If one of the major strengths of OTT programming services is their ability to generate granular data on viewer behaviour, how well have they been leveraging this advantage to date? How will the accountability enabled by new cross-platform audience measurement methodologies impact the space? The panellist include:
  • Howard Horowitz, President, Horowitz Research (Moderator)
  • Linda Abrams, VP Business development, 24i
  • Ed Lee, VP of Content Acquisition, Roku
  • Arlen Marmel, General Manager, VRV, Ellation
  • Colin Petrie-Norris, CEO, Xumo
If you're attending the TV of Tomorrow Show, let us know. We'd love to catch up for a coffee and chat about the future of TV. Book a meeting with us below.