XR Blog

What is Augmented Reality? A (new) definition

What is Augmented Reality? A (new) Definition Augmented Reality (AR) is a rapidly developing topic in academia, society and business practice. But: What is Augmented Reality? A consistent and contemporary definition is lacking, especially when attempts are made to differentiate between mixed reality and assisted reality. Even more curious: The…
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21. January 2020
XR Blog

Research: Why Virtual Reality is not (yet) a mass medium

Research: Why Virtual Reality is not (yet) a mass medium Virtual Reality Devices are affordable, quite mature and have been on the market for several years. The diffusion rates of ~1% are disappointing. Dr. Marc Herz from the strategy consultancy Kleinundpläcking discusses the results of a scientific study and shows…
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17. January 2020
XR Blog

The Communication between Autonomous Vehicles and Pedestrians

The Communication between Autonomous Vehicles and Pedestrians in Ambiguous Situations Summary: In this article, Sebastian Stadler discusses the compensation of the missing communication between Autonomous Vehicles (AV) and pedestrians in ambiguous situation with external Human-Machine Interfaces.  Since real-life experiments potentially involve safety issues, Virtual Reality (VR) technology is used for quantitative…
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9. January 2020
XR Blog

Augmented Reality Marketing: Gimmick or Serious Disruptor?

Augmented Reality Marketing: Gimmick or Serious Disruptor? Summary: In this article, we will discuss three scenarios that show how and why AR might become a disruptive technology in Marketing, and support them with real-life examples and contemporary research findings: New Forms of Inspiration Substitutes for real products Branded Worlds Offline…
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20. November 2019