Research & Development

It is obvious that a very special strength of the VR and AR can be seen here; in the automotive industry the use is already common practice. For example, the flow behaviour of vehicles can already be tested in the virtual wind tunnel. Both changes to the bodywork and the corresponding effect on the flow behaviour now occur in a fraction of the time it took to model and test new vehicle models – not to mention the costs.

In the entire mock-up area, VR and AR represent a huge leap forward. Existing CAD data is simply imported into the virtual world as 3D models. There, designers as well as test buyers can view, rotate and turn the new prototypes during usability testing, change colors or materials or enjoy the view of all details from any angle with the Exploded View.
Years ago, 3D printers made the production of prototypes much easier, but the time and cost savings in virtual prototype production are a quantum leap. Virtual testing of production processes or logistical challenges also promises great savings potential.

The technology is also used in retail and wholesale. The data from the social media say a lot about user behaviour when shopping. Based on this, individual tours in virtual shops can be created for the consumer, which show exactly what interests him. Consumers can also use virtual reality to test new products or services without having to be physically in business. However, the provider’s staff can consult with you in real time if necessary. “Such concepts are called “Digital Retail Theater”.

For the retail trade, for example, various display types can be tested in virtual space at the point of sale. In the 3D supermarket, the display can be moved to a different location with a snap of a finger, but can also be redyed, for example.

The use of virtual reality in companies offers immense advantages. What sounds like an empty phrase – faster, more efficient, cheaper – is a fact. However, there is also a downside: the introduction and development. Because then it will be expensive. In addition to the high hardware requirements, it is above all the highly sought-after developers who have integrated themselves into the field of virtual reality.

Many companies will take the step of testing prototypes in virtual reality in the near future. But very few of them will manage these projects purely on their own. There is a reason why hardly any company has its own advertising agency in-house. And so there are already experienced agencies in the field of virtual and augmented reality. If the use of VR and AR is to be successful, more is needed than pure technology. Balancing costs and benefits should be part 1 of every consulting philosophy. Part 2 is the concept, the story – not only for marketing and customer loyalty. Part 3 focuses on the professional technical implementation, so that the virtual actually impresses like the real.

The market is still young, but many service providers have already become familiar with this subject: Agencies that have experience with content and storytelling, that master technical terms such as gamification, where the “digital natives” are in the first line of staff, who can actually implement virtual reality, i.e. also program. Please ask for references!