3D content: VR, AR

When you hear the words virtual reality, the first thing you probably think of is the virtual worlds of computer games or science fiction films. The user sees a real-time representation of an interactive virtual world. However, there are differences in the way 3D content is implemented. The virtual representation has to be subdivided into augmented reality (AR), mixed reality (MR), and virtual reality (VR). AR is integrated into reality and thus augments real objects with digitally generated information. This can already be found on smartphones or tablets as part of apps for location-based services (e.g., Google Maps). You may also remember Google Glass. MR goes beyond the mere acquisition of information and integrates digital information into the real world and overlays real objects with virtual ones, thus opening up completely new possibilities for presentation.

VR goes the furthest. VR glasses and special VR software create a completely new digital environment where users can “immerse” themselves. This technology offers many opportunities for integration into the world of work. For example, meetings or lectures can occur in virtual, three-dimensional rooms where the environment can be thematically adapted. Car dealerships can also be further developed through digitalization and VR. “Why should customers still go to car dealerships in the future when they can also be presented in virtual spaces?” This question is the subject of an episode of our podcast (Am Puls der Zeit – Automobilindustrie im Wandel). The Connected Digital Showroom serves as an example. The sales area of the future sends customers on an interactive journey through the product and brand worlds of the manufacturers.