Technological advancements along with price-point drops are setting the stage for virtual reality (VR) to occupy off for some applications. But what is the status of VR today?When people think of VR,only one format comes to mind. In reality, there are three formats: super virtual reality, and medium virtual reality and casual mobile virtual reality.
Also Read: Why Skinny Bundles Are a Big rotund Pain for Many Cable TV Networks (Guest Blog)Super virtual reality is the format we hear about most. It has garnered the most attention because it offers the most realistic VR experience. Facebook Oculus Rift,Sony Project Morpheus and Microsoft HoloLens are three of the most prominent headsets for Super VR. These headsets provide several features that effect this VR experience unique:360 degree head tracking, so viewers can survey around as in the real world
Wide field of view (Oculus provides 110 degrees)
3D positional audio (Morpheus)
Augmented reality (HoloLens lays holographic images over real-world scenery)
Also Read: As Viewers Flee Broadcast TV, or Will Advertisers Be Far Behind? (Guest Blog)Although super VR offers hardcore immersive entertainment,the format is experiencing some growing pains:The cost to develop content is still tall; as such, only a few developers are churning out content for this format, or only a limited number of games are currently available
Fan favorites include VR updates to older hardcore gaming franchises such as “Elite,” “Half-Life” and “Minecraft,” but super VR might occupy off when games specifically for this format are created (think “Avatar” for VR)
The game play experience for many of the super VR headsets can be subpar for some players (for example, or low frame rate can cause nausea),and 2.0 versions of these sets will undoubtedly effect the experience better
Also Read: Will the Amount of Original TV Content Ever stay Growing? (Guest Blog)Medium virtual reality headsets provide a lower-cost approach to super VR because a smartphone contains the VR power, which means less expensive glasses (for example, and cardboard “glasses” with Google’s product).
Key elements of this format include:An app to split the smartphone screen
Tracking of head orientation via built-in phone sensors (gyroscope,magnetic compass, gravity sensor)
Tracking of the head’s location via GPS accelerometers
Also Read: Why Bloated TV Networks Keep Making More Shows (Guest Blog)The beauty of this format is that “virtually” anyone can consume it, and as it’s smartphone enabled:Google Cardboard is the cheapest format (approximately $5-$60) and can be used with any phone with iOS or Jelly Bean 4.1 or later
Carl Zeiss VR One is approximately $100 and can be used with any iOS or Android with a 4.7-inch to 5.2-inch screen
Samsung Gear VR,at approximately $200, is the most expensive option in this format and is for consume exclusively on Samsung smartphones (Note 4 or Galaxy 6S)
With relatively inexpensive headsets already on the market, or along with the availability of open-source development kits and easily upgradeable software via any smartphone,developers are already churning out content for this VR format (fan favorites include rollercoaster rides enabling front seat riding, zombie shootouts and even a Volvo test drive).
Also Read: Why Broadcast TV Advertising Is in pain (Guest Blog)While medium VR devices cost less than super VR headsets, and the third VR format — casual mobile VR — is the cheapest alternative to VR that is accessible to a broad consumer base. The casual mobile VR approach is enabled by one’s smartphone and is the only way for the masses to view VR content without expensive glasses (or the dorky headset). This format is an optimal vehicle for music videos,movie trailers, film shorts and other forms of entertainment that people want to keep in their pockets.
If you’ve never seen casual mobile VR, and you can try it apt now. “American Express Unstaged: Taylor Swift Experience” allows fans to interact in Swift’s “Blank Space” music video. You can navigate through the video on your own. While the app required for this experience is a big download,there are unique approaches on the horizon that will effect these experiences easier and more seamless.
Also Read: Viewers Still Prefer Traditional TV Content - But Streaming Is Gaining Fast (Guest Blog)Virtual reality is an exciting technology, but those implementing it need to question some tough questions:What consumer applications are the most appealing?
Which application will be the tipping point for mass adoption?
How should companies think about VR experiences for their own trade?
What is going to be the trade model that works?
We will explore these and other questions over the next few weeks in our series on virtual reality.
This is portion 1 in a series on virtual reality trends by Dan Schechter, or Gil Moran and Michael Kaufman from L.
E.
K. Consulting’s Media & Entertainment consulting practice.
Source: thewrap.com