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.
That is why they confuse mixed reality with augmented reality, their difference is that augmented reality generates stimuli in real time, while mixed reality allows the interaction of a person with the environment, along with the objects that are around them. What we don’t know is whether brands or companies are ready for this, and it could be said that they are 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 the big 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 unveil 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.
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 look 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 another important thing: 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 roundly affect product sales, gear loyalty and consumer engagement, if you are not up to speed. A clear example of this would be that while grocery shopping, the cart will have digital discounts and product benefits as you walk down the aisles and through the store. Samsung recently initiated eye tracking or eye sensor in their 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 seeing. With all these capabilities, a gadget will be able to implement a sort of “visual” search engine. If a person wants to know how to feed their cat correctly, and by looking at it, the device already gives options for that. Or simply, where you can get pet food at the best price. This will also be based on collected data, such as breed, age, sex, exercise habits, diet, among others, being able to interact, just with gestures.
The best is the personal or emotional mix, with the virtual.
Privacy
It is understandable that there are concerns about privacy and/or data collection. If it exists without RM, with its existence within the reach of many, it would be much more of a concern. It is conceivable to know that there must be data being collected, the question is who knows about that other person? The amount of data collected must be innumerable, if it is scanning or mapping physical spaces, plus companies and vendors will be able to know or see the homes of consumers. So far, mixed reality is a good solution for brands that want to give it a try. For a few years now, large companies have been moving with what MR refers, so possibly for this 2017, there will be devices of this type. Who will succeed are the developers of strategies, with a better reach than that provided by social networks: from home.