The importance of Mixed Reality in companies

Mixed reality is the combination of the virtual world with the real world, in real time.

This fusion manages to create spaces in which real or virtual objects and people can interact without any problem.

This is why they confuse mixed reality with augmented reality, the difference being that augmented reality generates stimuli in real time, while mixed reality allows a person to interact with the environment, together with the objects around them.

What we don’t know is whether brands or companies are ready for this, and arguably not.

The reason is that for them there is no time to prepare for technological transformations, or at least not all the time.

According to major technology companies (Microsoft, Apple, Samsung, LG, Huawei, among others), they are planning to use or have mixed reality in their gadgets this year.

And that is why rumors have started, that for this year, Apple could reveal its MR device in a few months, coinciding with the 10th anniversary of the iPhone. If mixed reality devices were to be launched, it would force brands and their consumers to use them, forcing them to make full use of them and implement new strategies.

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Importance

  • Eye sensors will help the customer, or consumer, see far beyond the brand or product.
  • Your target will be more precise, better oriented and relevant .
  • Commitment has a price, and so does time. It all depends on how the brand acts in the face of MR.

The new glasses will have 3D holograms, games, websites, video, telecommunications and much more, making only one thing clear: products and objects will become next-generation websites.

But what will that be like? Users will be able to touch, talk and learn, through mixed reality. With this medium, brands and advertisers will be able to interact with their consumers, and it would be in their best interest to do so, getting feedback on how their business is moving, innovating.

With this, we would move on to something else important: the gap between the digital and the physical, or between the virtual and the real, is closed. Of course, not everything is great.

This will have a major impact on product sales, gear loyalty and consumer engagement if it is not kept up to date. A clear example of this would be that while shopping at the supermarket, the cart will have the digital discounts and benefits of the product being viewed, while walking through the aisles and the store.

Samsung recently initiated eye tracking or eye sensor in its phones. This eye-tracking technology is a source of investment from the world’s largest technology companies, so surely, MR devices can have the ability to track what the consumer is looking at. With all these capabilities, a gadget will be able to implement a kind of “visual” search engine. If a person wants to know how to feed his cat correctly, and that when he sees it, the device already gives options for it. Or simply, where you can get animal feed at a better price. This will also be based on collected data, such as race, age, sex, exercise habits, diet, among others, and can even interact, just with gestures. The best is the personal or emotional mix, with the virtual.

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Privacy

Understandably, there are concerns about privacy and/or data collection. If it exists without having MR, with its existence within the reach of many, it would be much more worrying. It is conceivable to know that there must be data that is being collected, the question is who knows about this other person?

The amount of data collected should be innumerable, if it comes to scanning or mapping physical spaces, plus companies and marketers will be able to know or see consumers’ homes. So far, mixed reality is a good solution for brands to try. Since a few years ago, large companies have been moving with what MR is concerned, so possibly for this 2017, there will be devices of this type. Who will succeed are strategy developers, with a better reach than that provided by social networks: from home.