XR – that is, Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), Assisted Reality (AsstR) and other related concepts will play a dominant role in future life. We strongly believe in XR as a mass market media. We expect a reality revolution. Not only companies, but also individuals, policy makers and – last but not least – companies need a deep understanding of XR.
Leading technology companies and innovative start-ups are making good progress in solving the last technological hurdles. Examples include: Tracking and mapping the real world. 5G. Efficient ways to develop AR or VR content. Activation of multi-user AR. Smaller, better, cooler and affordable Augmented Reality Smart Glasses (ARSGs) with a pinch of “Fashnology”. And so on.
xrealitylab aims to contribute to the development of XR by providing research-oriented insights into the non-technical aspects of augmented and virtual reality. We summarize the latest consumer research that shows how people perceive and use augmented reality. We explain complex behavioral research on psychological barriers and drivers as well as success factors. In short, we make managerially relevant XR research public. We are a think tank, a knowledge resource.
Authors of this blog are XR researchers from around the world who contribute to this website – alone or with their students. xrealitylab is currently at the University of the Federal Armed Forces Munich in the Chair of Digital Marketing and Media Innovation of Prof. Dr. Philipp Rauschnabel.
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