Immersive technologies


Immersive technologies ー how to use VR / AR in business?

USD 184 billion – this value is to be achieved by 2026 by the global VR market. That means an increase of over 48% in the next four years. Virtual and augmented reality – immersive technologies ー are nowadays not only the domain of the entertainment or video games industry. VR and AR successfully find themselves in other branches of the market. How to use them in business? See examples of VR / AR applications and see if this solution will also work in your company.

Immersive technologies what are they?

Immersive technologies connect reality with the digital world, creating an interactive experience while merging these two. They include virtual reality – VR, augmented reality – AR, mixed reality – MR, and assisted reality – AsR. Each of these technologies allows experiencing immersion on a different level. They also have differing goals and application potential depending on the industry.

But what does immersion mean? Immersive means to feel “submerged” or “engrossed“ in a digital and artificial reality. By fully experiencing the world presented in the game or a digital interactive application, we are less focused on external stimuli and more on what is happening on the screen. As a result, the feelings from participating in virtual activities are much more intense and increase the level of involvement of their users.

VR and AR technologies ー how to use them in business?

Immersive technologies enhance interaction and user experience. Also, they accelerate the development of the organization and increase its competitiveness. Therefore, they are used more and more often in many businesses and other market sectors. In which industries do they apply?

VR / AR in marketing

VR / AR technology is being used increasingly in marketing and advertising. Promotional activities, purchasing process, and customer service – those technologies work well in all those fields. For example, Piotrków Trybunalski (the city in central Poland) introduced VR and AR to the 800th Mediateka (library with all kinds of media). It was not only for educational and entertainment purposes, to make it compelling and engaging for the children and teenagers, but also to help increase the potential of the city library as an attractive institution in the region.

VR in customer service and sales

Virtual reality will work perfectly wherever product presentation and visualisation are desirable and required before purchase. Customers appreciate the possibility of testing and experiencing a product before making a final decision, which is why they are much more likely to choose offers that make it possible. And what can help achieve this is VR ー by presenting virtual projects of advanced machines or production equipment, furniture, cars, other models and objects, or even entire rooms and buildings.

VR technology is most popular and often used by large businesses and companies offering luxury and top-shelf goods. Even some manufacturers in the automotive industry, like Mercedes or Ford, have already introduced VR for their product presentations.

VR and MR in medicine

Virtual reality is also successively used in clinical applications by medical staff and patients. It is helpful in medical training by helping doctors carry out research and treatment procedures – firstly in the virtual world, with the possibility to practice on virtual models and not on living human patients. VR enables almost identical mapping of human organs and tissues. It also allows scenario implementation while maintaining even the most advanced aspects of the human body. In addition, it also works perfectly well in creating digital reconstructions from scans and photos, which is extremely helpful in making a correct diagnosis. Another usability in medicine for VR is rehabilitation, physiotherapy, and all kinds of therapies for patients who, in the virtual world, can get used to the procedures they are subjected to and reduce their anxiety and discomfort.

MR (Mixed Reality) makes it easier for doctors to interact with 3D objects used in their everyday workday environments and routines, such as an operating room or various modern equipment. Due to this, medics can broaden their level of perception and can become more efficient at reading 3D photos, scans, or prototypes, e.g., dentures. Furthermore, mixed reality enables better joint analysis, makes searching for solutions more effective, and supports teamwork.

The medical application of VR and MR immersive technologies is one of the hot topics for innovators related to therapeutics and medicine. Tools and equipment using immersive technologies are future solutions to be introduced in hospitals, laboratories, doctor’s offices, and training centres.

VR / AR in construction and real estate

The usage of VR / AR technologies in architectural applications is also no surprise. In the construction industry, safety issue is crucial for the employees, clients, and future facility users. VR helps to safely simulate construction sites and analyse the terrain or transport of specific equipment, e.g., cranes and other necessary machines. Such a solution has multiple benefits – from minimising risks and dangers to cost optimization.

In the case of finished real estate, VR and AR technologies are used to conduct virtual tours, apartment presentations, and interior design. AR applications allow to digitally test planned changes and ideas in the apartment and see if they will work before buying. Such a solution and mobile application are offered, for example, by IKEA.

VR for travel agencies

Trips to distant countries without leaving home are now possible thanks to VR. Immersive technologies create the potential for travel agencies and hotels to attract customers to buy trips and visit breathtaking tourist destinations.

VR and immersive technologies for your company

Would you like to implement modern technologies in your company? Have you got difficulties in increasing employee or customer engagement in your industry? Do you consider tailor-made courses using VR or AR, but you do not know if it is a good solution for you? Contact us via the contact form, so we can help you with this! Our experienced specialists in modern technologies and mobile applications will guide you to a solution perfectly fitted for your organisation.