I'm willing to bet, that when you think of Virtual Reality you're not thinking about beer. Virtual Reality and beer in fact, seem like odd bedfellows; how does one drink a virtual pint you might ask.
This is just a small insight into the vast collection of Virtual Reality uses for improving our healthcare system and practices. Remaining at the forefront of technology has proved vital in medical research facilities all over the world, and has already helped with much needed scientific breakthroughs.
It has never been easier to connect brands with audiences, particularly with the integration of technology in everyday life. Digital innovations offer more opportunities to engage and fully immerse people in experiences, and this year's Olympics will be no exception. Brands are embracing the latest technology and adapting to a changing world of innovations to reach their consumers and enhance their experiences, whether they are in Rio or watching from home.
So, whilst we develop this tech and put it to work, let's try and remember that there's a time and place for virtual and augmented reality. When it stops enhancing and starts replacing our world, it's probably time to take a step back.
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After TV, Film, Online (Video) and Gaming, VR is a Fifth Way in audio-visual experience, with a very different set of parameters around participation, role-play and immersion. And as one would expect of a new, fifth path, VR is as yet virtually untraveled.
This technology could also become widely available for the general public, whose jobs don't pose a daily risk to their lives. If they were given an insight into the risks involved in certain jobs, it could become a revolutionary piece of technology for the improvement of public support.
The Olympics in Rio next month is sure to be a huge spectacle of sporting achievement and success. However, that success won't be limited to the competitors taking part, but will also be true for the new technology being used to capture the event and share it with the world.
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Augmented reality is here, and is already having a strong impact on everyone's lives, including those who never played a video game in their lives and never heard about augmented reality...
The experience of Notes on Blindness and its phenomenal ability to share something of John Hull's perception of the world certainly makes it seem like this is possible.
According to research from the Reuters Institute for the Study of Journalism at the University of Oxford, social media is used each week by more than half (51%) of online news consumers to find, discuss and share, news content.
Opinions may still be divided on VR but undoubtedly this is a market that is predicted to grow as fast as smart phones and the more companies and developers that get involved, the more accessible and cheaper VR will become.