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Where there’s a will, there’s ease of use Software’s flexibility overcomes any barrier Blippar
Use webAR and get a bigger share of the basket
Duke Energy
Experts unite to build immersive content in-house
Agora
VR and AR, meet RTE
The Reality Wire PIXO, NVIDIA CloudXR and Theia Interactive
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Where there’s a will, there’s ease of use
Editor Mark Dugdale editor@vrworldtech.com
Software’s flexibility overcomes any barrier
Publisher
Blippar
Use webAR and get a bigger share of the basket
Jonathan Savage
Duke Energy
Experts unite to build immersive content in-house
jonsavage@vrworldtech.com
Agora
VR and AR, meet RTE
The Reality Wire
Editorial board
PIXO, NVIDIA CloudXR and Theia Interactive
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August 2021
3
Deadline: 01/10/2021
Publication date: 25/10/2021
Entertainment Issue
Immersive movies, games and experiences are becoming big business, online and in the real world. They can be found in homes as headsets become cheaper for consumers, in museums as guests demand more immersion, and at venues as operators seek new ways to attract customers.
Mark Dugdale, Editor editor@vrworldtech.com
Jonathan Savage, Publisher jonsavage@vrworldtech.com
Editor’s Note
Putting immersive tech to the test Nine out 10 isn’t bad
W
elcome to our
talk to us. Please do read each and
ninth edition of
every article, and let us know what
VRWorldTech
you think via the usual channels.
Magazine. I’ll start by talking
I will add here that The Reality Wire
about the big 10—the next issue—
in particular is shaping up to be a
almost being upon us because it
popular forum for demonstrating
is the one this year that I am very
thought leadership in this space.
much looking forward to.
We appreciate your patience while we figure out how best to build
We will cover entertainment, from
VRWorldTech and this magazine
gaming to sport, art and film. It will
as platforms for promoting and
be our opportunity to write about
understanding immersive technology
one of immersive technology’s most
for enterprise.
exciting areas, and we cannot wait. That is all from me for now. Stay The magazine will continue to be
tuned to VRWorldTech.com and
all business, as usual, but the end
our social channels for news on
product is specifically one of joy and
upcoming issues and our plans for
satisfaction, a round of applause
2022.
and fierce debate. Great art does great things and we intend to show that virtual and augmented reality (VR and AR), and other immersive technologies, are no exception. To this issue, we look at the creation tools behind VR and AR, and consider their development and application for a range of use cases. A point to consider before turning
Mark has been a business-to-business
the page is your motivation for using
journalist for a decade. He has edited and
immersive technology in the first
written for websites within financial services
place, because knowing what you
and law. He graduated from the University of
want to achieve is half the battle.
Leeds with a BA in creative writing.
Thank you to PIXO, NVIDIA, Theia
Mark Dugdale Editor VRWorldTech
Interactive, Blippar, Duke Energy and Agora for taking the time to
w w w. v r w o r l d t e c h . c o m
August 2021
5
Contents
In this issue 10
Exclusive announcements, press releases and thought leadership articles focused on software. Featuring PIXO, NVIDIA CloudXR and Theia Interactive
20
Editor’s Comment: Software Whatever your barrier, immersive technology is flexible enough to achieve many aims, as long as you have the willingness to try
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August 2021
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Contents
22
Duke Energy When immersive technology and subject matter experts meet, the result is exceptional virtual reality training that meets users’ needs
30
Blippar One of the ways to improve consumer confidence and get a bigger share of the basket is to use webAR
38
Right now, there are many innovations popping up in augmented and virtual reality combined with real-time engagement—and Agora is at the forefront
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VRWorldTech is a must-read resource if you want to stay up-to-date on progress within immersive technology for enterprise. Our content sits between the technology’s creators and developers and the business leaders who can benefit from its use and application. We cover the stories that make immersive technology a reality.
TRW
Exclusive announcements, press releases and thought leadership articles focused on software. Featuring PIXO, NVIDIA CloudXR and Theia Interactive
10
August 2021
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TRW
Achieving the promise of XR for enterprise: unlock high performance compute with XR streaming
Greg Jones Director of global business development and product management for XR at NVIDIA
T
he promise of extended
and visual fidelity is often a
these devices have overcome to
reality (XR) for
critical component of the virtual
drive adoption is ease of use.
enterprise is a lofty
experience.
Virtual reality (VR) systems typically
one. Collaboration with colleagues anywhere
in the world in a graphically rich environment with an array of intuitive
XR market dynamics—allin-ones are changing the landscape
digital tools at the user’s fingertips.
require large graphics processing units (GPUs) to achieve high frame rates. This means cabling the HMD directly to a workstation or playstation. With recent advances in
Currently, the XR market is seeing
onboard GPUs, HMD manufacturers
The balance between dataset
significant growth in head-mounted
have, to some degree, eliminated
complexity and compute power
display (HMD) sales. The organic
the need for the cable. This
needed to render datasets is
growth is being enhanced by a new
onboard GPU coupled with onboard
still a significant challenge in
dynamic in the market: all-in-one
tracking means a user simply puts
accomplishing the promise of XR.
(AIO) HMD sales.
on the AIO and viola—they are in an immersive environment.
This balance is particularly fragile
AIOs are those headsets powered
in the enterprise XR market, where
by onboard compute with internal
Of course, there is a tradeoff: being
dataset size can be massive
tracking capabilities. The barrier
mobile and thus, battery-powered,
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TRW the AIO devices have a limited power envelope for the onboard GPU. The difference between the capabilities of a mobile GPU and a full-sized NVIDIA RTX A6000 is anywhere from 20X to 50X, depending on what you measure (memory, shading units, etc), never mind the absence of specialised cores. The end result for the enterprise market is a juxtaposition between the current market dynamic and the classic quest for high-fidelity visualisations of complex data.
The coupling of mobility with high performance graphics
frame, the GPU adjusts the frame to
as AIO HMDs (as is the case in
accommodate any head movement
the image above of a user wearing
Enter streaming XR. The idea of
occurring after the original frame
an Oculus Quest 2), phones, and
streaming the XR frames from
request. With late latch, the user
tablets, the juxtaposition of mobile
a high-powered computer to
sees a frame that is effectively only
devices and high-fidelity visual
a lightweight mobile device is
a few milliseconds old, relative to the
experiences is eliminated.
obvious. However, XR has a unique
their head position.
requirement in the time it takes to
Streaming XR: the tip of the iceberg
update an image in the HMD after
To stream VR, many groups move
a head movement; this is generally
the late latch function to the client
called motion-to-photon (MTP)
GPU, essentially hiding render,
While streaming XR graphics is a
latency. The commonly accepted
encode, network transport, decode
remarkable innovation, it is just the
maximum MTP latency is roughly 20
latencies behind a ‘late’ late latch
tip of the iceberg. If we look a bit
ms. Any longer than 20 ms and the
transform.
deeper, we see streaming is the
XR user tends to experience some degree of nausea.
bellwether of a changing world of XR. Surprisingly, our experience with
Three factors enabled by streaming
NVIDIA CloudXR, NVIDIA’s XR
that will change the face of XR come
The 20 ms latency requirement is
streaming platform, suggests
to mind immediately: distribution
also a problem in tethered VR. The
that streaming XR over network
of XR experiences, scalability, and
common fix is often referred to as
latencies of 50-60 ms produces
disaggregated compute.
‘late latch’, where the HMD runtime
excellent VR experiences. Distribution of XR experiences:
requests a frame, the app receiving this call uses the GPU to create the
With systems such as NVIDIA
The majority of enterprise XR
frame, and at the last step of the
CloudXR, streaming XR to any
content is distributed via a
GPU to HMD transfer of the rendered
number of mobile end devices such
dedicated workstation, often
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TRW below the waterline, we see streaming from a workstation, either in a LAN or across the internet from the cloud or telco 5G edge, allows users to access significant computing resources for more than just graphics (although, as shown in the image on the left, those are high quality). Streaming allows us to enter the realm of disaggregated compute architectures. Now, one GPU runs the VR render, while the second GPU runs a conversation artificial intelligence (AI) user interface (AUI), as a located in a dedicated space due
customer is a bonafide VR user
third runs a simulation. We have
to the need for external trackers.
experiencing a high-fidelity digital
the ability to move compute
This dedicated space often
creation, whether that creation is a
workloads around the machine
requires personnel to help users
building, manufactured good, or a
room, a multiple GPU LAN-based
and their data into VR. That’s a lot
stunning non-fungible token. A new
workstation or low latency compute
of dedication for an organisation to
user is in the market.
at the 5G edge, coupled with longer
embrace this immersive technology,
latency compute at the regional
nevermind the hassle of the user
Scalability: Traditional VR is
data centre. Using disaggregated
making their way, along with their
limited to whatever system was
compute means AIs can now sit in
data, to the dedicated space.
tethered to the user’s headset.
the virtual environment with us and help design, simulate, and navigate
Streaming from edge, data centre,
With streaming XR, a user can
or workstation means VR can be
order up whatever level of compute
distributed to any space: a user
resource is needed—a render needs
And, through cameras and other
can put on their AIO, hook into
four GPUs? No problem, those GPUs
connected devices, AIs in the
the network and stream a full-
are in the cloud. How many users
virtual world can look out at
fidelity experience to their desk,
need to come together to participate
the real world via augmented
breakroom, home office, wherever.
in a design review, meeting,
reality (AR) and help construct,
concert—it doesn’t matter, as users
simulate, and navigate the real
VR software vendors’ customer
can dial up more instances in the
world. Streaming XR, seemingly
base moves from anyone co-
cloud. The scalability of XR offered
impossible a couple years
located with a capable workstation
by streaming is nearly unlimited.
ago because of the latency
to anyone who can access one.
the virtual world.
requirements of XR, is now a
Send a customer an HMD for
Disaggregated compute: If we
stepping stone to revolutionising
hundreds of dollars and that
follow the iceberg a bit further
AR and VR for enterprise.
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TRW
How PIXO makes VR integration simple for enterprise
V
irtual reality ( VR)
identified three main hurdles that
Hurwitz, referencing common
brings new potential
face organisations regarding the
implementation hurdles he’s
to workforces with
use of the technology: lack of
witnessed since his company first
benefits across entire
content, hardware complications,
started developing VR training
organisations, from
and implementation/distribution.
solutions for business in 2016. The
improved employee communication,
beauty of his company’s platform
to team collaboration, to
With these three issues in mind,
is its simplicity, flexibility, and ease
engagement and training, and much
PIXO launched a first-of-its-
of use.
more.
kind VR content distribution,
The use of VR can drastically
management, and analytics
With PIXO Apex, organisations
platform, called PIXO Apex.
that need content can access a
improve the way organisations
growing library of VR titles, license
operate, with various proven
As a platform, PIXO Apex is
what they want, then provision that
benefits associated with this new
designed to make VR easier than
content to the appropriate users or
immersive technology.
ever for enterprise clients and other
groups, compatible across a wide
major organisations to deploy, use,
variety of popular headsets.
Leveraging VR can result in
and scale.
reduced expenses, higher employee
Organisations that already have
engagement, and improved
“PIXO Apex solves issues
content, developed internally or by
communication and productivity.
around content, hardware, and
third parties, can also distribute
distribution on a global scale,
and manage it simply by integrating
This all begs the question: why
which have, up until now, held the
those titles with the PIXO Apex
hasn’t the enterprise market been
industry back from reaching its
platform’s web-based application
able to adapt the technology faster?
full potential,” says PIXO founder
programming interface (API), PIXO
VR solutions company PIXO
and chief executive officer Sean
Apex Bridge.
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PIXO Apex represents the perfect solution
The integration of module
but also to be used for professional
intelligence via the Apex Bridge is
services companies looking to bring
a feature that sets PIXO’s platform
VR solutions to their clients and
apart from other VR solutions.
for developers looking to monetise
PIXO’s all-in-one, cloud-based
content without investing in sales
platform, offered on a monthly
and marketing.
subscription basis, allows
This feature guarantees all Apex content, regardless of source,
organisations to access, distribute,
incorporates user authentication so
Professional services companies
and manage all of their VR
only licensed users with the right
and channel partners can use
training (and other content) across
permissions can access the content.
Apex’s robust self-service
numerous global endpoints and
capabilities to add and manage their
thousands of devices and users, all
various clients in one place.
from one secure, easy-to-use, web-
It also tracks each user session back to the appropriate user and
based portal.
provides session data and training
For VR developers, PIXO’s content
scores when appropriate.
collection acts as a marketplace,
For businesses looking to distribute
connecting buyers looking for
VR training content and use it simply
This data is viewable in real time
solutions with various developers
and easily across an organisation,
through the PIXO Apex dashboard. It
looking to license their content.
PIXO Apex represents the perfect
is also available through application
solution.
programming interface endpoints
“We define our success by the value
for integration with existing learning
that we provide,” Hurwitz explains.
To find out how PIXO can help you
management systems.
“With this platform, we’ve solved the
leverage VR for your organisation’s
complex challenge of VR enterprise
needs, schedule your free demo
PIXO has designed Apex to allow
integration, making it as simple as
today via https://pixovr.com/
use from direct business customers
possible for our customers.”
contact.
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TRW
Claria: A quantum leap from self reporting and focus groups
Max Sims Senior product manager at Theia Interactive
S
ince it was founded in 2014,
But what if you could know
VR headset, which has six sensors
Theia Interactive has been
immediately what a person thought
built-in, letting designers and
looking for ways to improve
of a design?
researchers see the physical
the visualisation process.
responses of users, so they know What if you knew what they thought
exactly how a person reacts to
We’ve had a lot of success in the
even before they did? That’s where
a design, how intuitive it is, how
architecture, engineering and
our new biometric software Claria
exciting it can be and more.
construction (AEC) sector, and part
comes in.
of that was because our 3D virtual reality (VR) models could be iterated.
Theia was first approached Claria is a revolutionary new way to
several years ago to become an
take the guesswork out of design,
early developer for the Omnicept
Designers could try different things
marketing and ecommerce using
software development kit (SDK).
and see what the client preferred.
extended reality (XR) and biometric sensors.
It’s not an exact science, but it
We’ve worked with Unreal Engine since our founding, and we have
is a huge improvement over the
It was designed to work specifically
been building in VR for nearly as
previous methods.
with the HP Reverb G2 Omnicept
long, so working with a headset that
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August 2021
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TRW much more quickly than traditional methods, and there’s proof that it can be effective. In design, the term ‘failing forward’ may sound like a negative, but many times a product or service fails when it hits the marketplace. By learning why it failed, that knowledge could help it succeed during the next iteration, especially if you can refine the design or campaign virtually. With Claria, you can launch the product or campaign with more confidence.
Eliminate the guessing Claria’s purpose is to eliminate the guessing that comes with design decisions and to avoid outside influence. Often with design, the loudest voice, or the highest paid person’s opinion, is the final word. Imagine using a focus group where instead of leaving with a vague had a new level of sensor data was
presented over a more muted colour.
idea of what worked and didn’t,
a natural fit for us.
This gives a cognitive insight as to
you could run each person through
what the user is really thinking. From
a task and Claria could tell you
Claria collects biometric data,
that, Claria’s visualiser can display
where their focus was and when.
including pupillometry, heart rate
the user’s cognitive load when they
That would lead to qualitative data
and facial expression. Drawing on
perform tasks. This tells designers
that could be supplemented with
sensors in Omnicept, the built-in
and marketers things such as how
after-action reviews and interviews.
Tobii eye trackers can also see where
quickly the user learns their design,
a person is looking while Claria
or how much trouble they might
This data is invaluable to people in
tracks for how long. The eye data
have had familiarising themselves
multiple industries. One of the most
is then checked against the heart
with the proposed design or
common uses for Claria will almost
rate. That allows Claria to measure
campaign (alternatively, consider the
certainly be human factor engineers
heart rate variability against pupil
implications for the aircraft featured
for human-machine interfaces
dilation, which helps us understand
in the image above).
(HMI), who may want to know things
attention, focus and arousal. For
like how hard it is to operate an
example, we have consistently seen
By running experiments with
infotainment screen while driving.
a jump in interest when a red car is
subjects, the final design is iterated
The designer of the car’s interior
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August 2021
17
TRW
wants data to justify one design
multiple disciplines can then view it
the Omnicept SDK and Claria
proposal over another. A medical
in the 3D environment, and filter the
produce are singularly unique in any
company may want to create
data through sliders, multiple angles,
VR system. It’s a quantum leap from
an easy and intuitive system for
heatmaps and graphs. They can
self reporting and focus groups
delivering medication in an intensive
then jump to the next experiment or
because there is supporting data.
care unit (see image above), or an
export it.
architect may want to test how easy
We are currently working on
it is for someone to find their way
Over the years, Theia has done well
multiple updates for Claria, and
to the right location on a massive
over 150 interactive VR projects
predict that our customers will
campus. Aerospace, automotive,
for clients such as Epic Games,
surprise us with what they come up
advertising, consumer products,
Adobe’s Substance, Sutter Health
with and how they use it. Right now,
AEC, training and medical—they are
and Wynn, to name a few. We’ve
Claria is still in early access with
all affected by this.
also worked on the enterprise level
participation limited to a handful
and created AEC visualisations for
of users. We plan to open things
In all of these cases, a Claria user
giants such as Toll Brothers, The
up by Q1 2022 and extend access
would create variations of the
Hard Rock Hotel and Gettys Group.
to companies with proven Unreal
intended design, map out the tasks,
We empower our clients with the
Engine experience. The ultimate
author the interactions in those tasks
tools they need to make the best
goal, however, is to make Claria
and package it for the subjects. Once
design choices. Claria goes even
so easy that anyone can creatively
the data is collected, specialists from
further, and the bioanalytics that
experiment on their own.
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August 2021
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Deadline: 2 6 / 1 1 / 2 0 2 1 Public a tion da te: 2 0 / 1 2 / 2 0 2 1
Manufacturing Issue Designers are at the forefront of virtual reality, creating and refining ever impressive products, machines and buildings, without having to leave their studio and on much grander scales, while augmented reality is being utilised to redefine traditional spaces and bring 3D models alive, in the real world.
Mark Dugdale, Editor editor@vrworldtech.com
Jonathan Savage, Publisher jonsavage@vrworldtech.com
Software / Editor’s comment
Where there’s a will, there’s ease of use Whatever your barrier, this technology is flexible enough to achieve many aims, as long as you have the willingness to try By Mark Dugdale
20
August 2021
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T
here is a sense among developers and providers serving the enterprise market
that the software question, as it pertains to immersive technology, can be simplified down to a single catch-all concept: ease of use. Consider the examples set out in this issue’s The Reality Wire, which focuses on software solutions to
Software / Editor’s comment problems of content management,
company is doing with HTC Vive,
VR training solution developed in-
delivery and analysis.
and Vive Sync, demonstrating that
house by its XR Lab for the wider
virtual and augmented reality (VR
energy sector.
PIXO’s content distribution,
and AR) are edging ever closer to
management, and analytics
bridging the gap between the virtual
Duke Energy is developing
platform strips the complexity
and physical.
immersive content in-house
from enterprise deployment that had otherwise acted as a barrier.
because it wanted to be its first customer, leveraging both the deep
Content creation
From a single solution, immersive
expertise it has in the development
content can be managed, along
Ease of use comes to the forefront
of VR and AR products in its XR
with hardware, and used effectively.
in the lead features for this issue
Lab, and its deep knowledge and
The ease of use simplification hides
and our conversations around
experience of the energy sector.
much work and innovation, but that
content creation.
is what it ultimately comes down to.
The former could feasibly have AR company Blippar is on a
been outsourced, but the latter?
Similarly, NVIDIA CloudXR makes
mission to make webAR content
it possible to stream high-quality
creation and consumption as
Its content creation strategy is two-
immersive content to any number
easy as building a website using
fold: students benefit from custom-
of mobile end devices, removing
WordPress. Ambarish Mitra, its
designed, immersive training that
the need for high-powered PCs and
chief product officer, sees this as
caters to the work they do every
laptops that are usually required to
fundamental to webAR becoming
day, and customers benefit from
run them.
a key differentiator for brands and
the skills technicians develop by
retailers as society moves toward a
leveraging these tools. The result
digital economy.
is a positive cycle that makes
Ditching a cable in favour of a cloud solution potentially makes
developing—and using—immersive
immersive content fundamentally
Until then, Blippar is engaging
technology altogether easier at
easier to use and access, just as
with enterprise clients through its
Duke Energy.
Theia Interactive’s new biometric
studio, where they are leveraging
software, Claria, takes advantage of
the company’s experience and
One takeaway from this issue
advances in immersive technology
expertise to discover how webAR
is that software must improve
and biometric sensors to simplify
content can have the biggest
immersive technology’s ease of use
and improve the collection of data
impact on audiences. There are
factor, whatever the motivations of
for a range of use cases.
also lessons here on intent and how
developers and users.
innovation is feeding innovation. See, too, real-time engagement
But that is too simple a view
specialist Agora, the subject of our
One enterprise with a clear handle
to take. The important point to
regular Meet feature and a company
on immersive content is Duke
remember is that whatever your
dedicated to helping developers
Energy, a Fortune 150 company and
barrier, this technology is flexible
embed real-time video and voice
one of the largest electric power
enough to achieve many aims, as
engagement experiences into their
holding companies in the US. It
long as you have the willingness to
apps. This is exactly what the
recently launched Virtual Crew. a
try.
w w w. v r w o r l d t e c h . c o m
August 2021
21
Software / Duke Energy
Not made in a vacuum When immersive technology and subject matter experts meet, the result is exceptional virtual reality training that meets users’ needs
D
eveloping your own
the largest electric power holding
immersive content
companies in the US. It has the
in-house may not be
resources necessary to make
the way forward for
a success of most innovation
you. Simply put, the
programmes and here we see that
talent, technology and time required
is exactly what it is doing.
to achieve it are luxuries not every business can afford. Thankfully, an
In May of this year, Duke Energy
entire ecosystem of developers and
launched Virtual Crew. a VR training
experts are there to help you build
solution developed in-house by its
Indeed, Duke Energy’s natural gas
impactful immersive experiences for
XR Lab for the wider energy sector.
business unit—where its in-house
whatever your use case.
So impressed were the company’s
VR training programme was first
leaders with the lab’s work in
introduced internally—will realise
This story, however, focuses on
immersive technology that they felt
savings of approximately three
one business that was able to
ready to begin offering the solution as
hours in training time per technician
develop its own virtual reality (VR)
an external service (pictured above:
per course through the use of VR,
experiences—and turn them into
an employee of Piedmont Natural
and Duke Energy forecasts annual
a saleable solution. Duke Energy,
Gas, a Duke Energy subsidiary,
savings of more than $500,000 in
a Fortune 150 company, is one of
undergoes training through VR).
operational costs.
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Software / Duke Energy
Credits: Duke Energy
VRWorldTech Magazine was lucky
necessary to build a viable training
Elizabeth Escobar-Fernandes:
to be able to talk to Elizabeth
programme in a safety-conscious
Digital transformation is central
Escobar-Fernandes, IT manager
sector such as energy. This
to Duke Energy’s leadership
in the XR Lab at Duke Energy, and
interview was conducted via email
imperatives. In 2014, our digital
Amber Lineback, director of natural
and edited for style and clarity.
transformation leader, John
gas learning and readiness, about
Mitchell, prioritised the research
developing VR experiences and
VRWTM: Tell us about the XR Lab
and development of emerging
other immersive content in-house,
at Duke Energy—how did it come
wearables technologies with the
the origins of its own development
into being and what kind of talent
release of Google Glass. Years
team, and the ingredients
and experience does it boast?
later, several augmented reality
w w w. v r w o r l d t e c h . c o m
August 2021
23
Software / Duke Energy
“
August 2021
Elizabeth Escobar-Fernandes:
place. Those proved the power
Safety is the top priority for all our
of the technology to augment
employees, from new technicians
future workers’ capabilities while
to seasoned professionals. The VR
performing a task; however, the
apps the XR Lab team is developing
lack of quality data and modern
reduce the risk of incidents during
application programming interfaces
training and equip employees with
(APIs) posed a challenge to provide
more effective training that is more
enough business value to warrant
realistic to the tasks they must
adding intrusive devices to a
perform in the field.
worker’s toolset. Giving employees the ability to
The technology improves knowledge retention of the training experience by not just observing a task, but also performing that task 24
(AR) proofs of concept took
After the release of the HTC Vive
safely train for dangerous tasks,
in 2016, digital transformation
particularly in the natural gas field,
leaders started to see the power
was the most important benefit of
of this technology to deliver fully
VR. The technology also improves
immersive training experiences.
knowledge retention of the training
That insight led to the genesis
experience by not just observing a
of the XR Lab as our in-house
task, but also performing that task
development team of VR and
in a virtual environment. Lastly,
AR experts to deliver immersive,
we can get real-time feedback
interactive training experiences
on training or procedural tasks
and fully 3D-modelled training
performed in VR without the need to
environments.
have a trainer on site. That is a key value proposition of this technology
The XR Lab team is primarily
from a scalability, effectiveness and
comprised of former video game
cost-savings perspective.
designers and developers who were looking for a greater purpose
But those solutions are not made
to utilise their talents. By using
in a vacuum, and the XR Lab team
their VR development and design
works alongside subject matter
expertise to create safer and more
experts who understand our
engaging training, the developers
business and can provide insights
are having a long-lasting impact in
into the ideal VR solution.
the lives of frontline workers who, at times, are required to perform
The business subject matter
procedures that pose a significant
experts have become enthusiastic
safety risk.
participants in educating our uniquely talented development
VRWTM: Is training for safety your
team on their needs, recommending
primary use case?
solutions and directly contributing
w w w. v r w o r l d t e c h . c o m
Software / Duke Energy
to their design. The result is a
computers. The advent of highly
has been on the leading edge of
solution they feel ownership of.
capable, mobile chipset-driven
digital transformation for Duke
HMDs has overcome previous
Energy, and when the XR Lab was
By strengthening collaboration
objections to tethered equipment
created, we knew we had the best
between VR experts and business
and the higher cost of entry.
of both worlds: deep expertise
experts, the team has been very
Combined with our team's
in the development of VR and
successful in delivering exceptional
innovations to meet enterprise
AR products, as well as deep
training that meets users’ needs.
requirements while optimising
knowledge and experience of the
Also, this strategy has had a
for the available hardware, these
energy industry (the entire XR Lab
ripple effect, creating a culture
factors have all worked together to
team is pictured above).
of cross-functional collaboration,
validate our strategy and make us
learning and innovation. As a result,
extremely successful.
morale among the XR Lab and
It’s a win-win—our students benefit from custom-designed, immersive
business partners has increased
VRWTM: Why did Duke Energy
training that caters to the work they
and employees are empowered to
originally decide to create its own
do every day, and our customers
leverage innovation.
VR training content, rather than
benefit from the skills our
outsource the process?
technicians develop by leveraging
In addition to this successful
these tools.
strategy, some of the primary
Amber Lineback: One of Duke
technology obstacles have been
Energy’s leadership imperatives
And the business case is
overcome; namely, the need for
is “Transform for the Future”—
compelling. For our first module,
tethered head-mounted displays
and we take that very seriously.
students were 3.6 times faster
(HMDs) driven by expensive
The natural gas business unit
to train than using traditional
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August 2021
25
Software / Duke Energy
classroom methods. We continue to
use cases that can benefit from the
We’ve also made contacts at both
see other benefits as well, including
capabilities we've developed.
companies who are helping us
the fact that 92% of our students
develop the enterprise capabilities
had never used VR in the past, and
The mobility provided by Oculus
that these tools, traditionally built
after the first module, 78% said
Quest 2 headsets combined
for gaming, don't handle well.
they would recommend it to others
with the ability to still use the
(pictured above are Duke Energy
headset connected to a high-
All the flexibility we’ve carved out
software engineers and artists
powered computer, both wired and
of these very early technologies,
deveoping custom training that is
wirelessly, promises nothing but
in terms of enterprise use, directly
effective and entertaining).
more opportunity.
benefits our clients and future clients by allowing us to offer
VRWTM: What tools is the lab
Early in our investigation of mobile
options that previously haven't been
using to create VR content for
HMDs, it became obvious to our
available. You can learn more about
Virtual Crew and why?
team that Unreal Engine from Epic
our use cases using the Oculus for
Games combined with Oculus SDKs
Business technology in our case
Elizabeth Escobar-Fernandes: We
would give us the best opportunity
study: https://business.oculus.com/
have just scratched the surface of
for success.
case-studies/duke-energy/.
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August 2021
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Software / Duke Energy
A traditional classroom course doesn’t have that level of immersion and flexibility Amber Lineback Director of natural gas learning and readiness at Duke Energy
VRWTM: What kind of
way or easement; two electric
example, some of our customers
customisation can Duke Energy
modules: electrical substation
live in urban areas, and some are
offer to third parties as part of
grounding (also known as switching
in rural communities. We edited
Virtual Crew?
and tagging) and inspection;
our module for patrolling a right
one module for active-attack
of way to include both scenarios
Amber Lineback: The sky's
preparedness and response;
to make them as realistic as
the limit when it comes to
and one module for workforce
possible—a traditional classroom
customisation. So far, the XR
development, to attract the talent
course doesn’t have that level
Lab has partnered with internal
of the future to the energy industry.
of immersion and flexibility. We
business subject matter experts
could add more environments if
to build five natural gas training
Any of those can be customised
needed, including deserts or snowy
modules: natural gas purging with
to meet the procedures of
settings, too.
inert gas at the main, natural gas
other energy companies or
purging with direct displacement
businesses, and we can even edit
Additionally, we can create modules
at the meter, join plastic pipe
to accommodate specific tools
from scratch for our customers,
with stab fitting, outside gas leak
that may vary by customer or
both related to work in the energy
investigation and patrol right of
terrain in their service areas. For
sector or in other industries.
w w w. v r w o r l d t e c h . c o m
August 2021
27
Software / Duke Energy
Students can learn about power generation and different career opportunities Elizabeth Escobar-Fernandes IT manager in the XR Lab at Duke Energy
The XR Lab takes the time to
power generation and delivery to
to drive change in the culture of our
fully understand the work, tools,
accomplish that mission. More
organisations while simultaneously
procedures and environments.
information is available at Duke
building skill sets, enhancing safety
Just as we created the existing
Energy’s XR Lab & Virtual Reality
and reducing cost.
modules from the expertise of our
webpage: https://www.duke-energy.
energy technicians, we can do the
com/info/unindexed/xr-lab.
same for others. We welcome the
I encourage anyone who is working to transform their training
opportunity to explore the needs
VRWTM: Is there the potential now
or their companies to consider
of businesses that are interested in
for the wider enterprise market to
the advantages of VR. As digital
leveraging VR as a training tool.
push VR training forward, as long
transformation becomes even more
as the talent and tools are willing
of a business imperative, it is a tool
and able to support you?
that can differentiate the leaders
Elizabeth Escobar-Fernandes: The workforce development VR game
in an industry from others. I think
provides an immersive experience
Amber Lineback: In our estimation,
about it like smartphones and video
where students can learn about
we are still very early in the
streaming; what were once leading-
power generation and the different
adoption of AR and VR tools to
edge technologies are now the new
career opportunities at Duke Energy
serve large enterprise use cases.
norm. VR is the next wave.
line worker) through gamification.
With the ongoing emphasis on the
More information about Duke
Each student in the VR experience
environment and green energy,
Energy’s Virtual Crew is available
has the mission to restore
our industry will need to be at the
by visiting virtualcrew.io or
power to the city and navigate
forefront of the innovation curve.
contacting virtualcrew@duke-
through the different phases of
Training through VR is a great way
energy.com.
(eg, engineer, relay technician,
28
August 2021
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T h i s
i s
a n
i m m e r s i v e
w o r l d
The Reality Wire tracks the latest press releases from across immersive technology. If you have a new product, an important update, vital funding or plans to partner, we want to hear from you.
H a v e
a
s t o r y
t o
t e l l ?
S u b m i t
i t
n o w :
e d i t o r @ v r w o r l d t e c h . c o m
AR content is king One of the ways to improve consumer confidence and get a bigger share of the basket is to use webAR
W
hen Blippar,
economy, AR's time may finally
webAR as it is more commonly
an augmented
have come.
known.
technology
This feeling is the opinion of
Mitra says: “WebAR is a very exciting
company
Ambarish Mitra, chief product
space. Blippar was involved early
based in London closed its pre-
officer at Blippar, a company that
on, but now we are really seeing,
Series A $5 million funding round
originally launched in 2011.
post-pandemic, the relevance of not
reality (AR)
earlier this year, there was a sense
only digital content but realistic 3D
that this immersive technology is on
With new investors on board, a
physical representations of digital
the cusp of something important.
content creation tool in Blippbuilder
content in AR.”
that is designed to make the whole It has to be pointed out here that a
process easier and a studio doing
The confidence behind his view
lot of people have been saying this
innovative work on behalf of major
comes from the pandemic’s impact
for years, but after 18 months of a
enterprise clients, Blippar sees
on consumer buying behaviour and
pandemic, lockdown restrictions
a bright future for AR content
patterns, which have shifted toward
and a societal shift to the digital
accessible via a web browser, or
online retail and digital channels.
30
August 2021
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“
Software / Blippar
We are really seeing, postpandemic, the relevance of not only digital content but realistic 3D physical representations of digital content in AR Ambarish Mitra Chief product officer at Blippar
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August 2021
31
Software / Blippar According to The New State of
brands is also reflected in their
Retail report, produced by payment
advertising strategies. ARtillery
processing provider Checkout.com,
Intelligence reported that AR
approximately 75% of consumers
advertising grew from around $500
in Europe and the UK believe the
million in global revenues in 2019 to
future of retail is digital, after
$1.41 billion in 2020, and expects
a pandemic in which they did
that spending to surpass $8 billion
everything from order clothes to
by the end of 2024.
socialise with friends online. Mitra says: “There has been With consumers spending online
great adoption of webAR. And I
and through digital ecommerce
haven’t even mentioned the big
channels such as apps, Mitra
innovators in the space, such
argues that demand for webAR
as Apple and Google, who are
content from brands and retailers
driving the device camera with AR
is being created. In such an
technology forward, and the brands
environment, they need to
and retailers who have already
differentiate themselves. To achieve
embraced it. This is all positive,
this, there is a bigger focus on
but those were going ahead
merchandising above and beyond
irrespective of the pandemic.”
2D imagery and video, the previous decade’s key differentiator.
“What has really changed in the past 18 months is consumer
“Now, the differentiator is realism,
behaviour, the shift to the digital
or providing a visual representation
economy and the ease with
that is as close to the real thing
which it has happened. QR codes
as possible, in a preferred
have made the greatest ever
when they are spending online like
environment. With AR, this is
comeback—everyone wrote them
never before.
possible,” Mitra continues. Brands
off, but they are back, strongly.”
and retailers are shifting their
Mitra comments: “Hundreds of
merchandising strategies towards
Going forward, driving commerce
billions of dollars is going into
3D assets, brought to life on a 2D
and engagement on the web, with
online purchasing. It’s a very large
screen by AR.
ease, is the single biggest change
macro economic growth factor,
and acceleration point for AR, in
covering everything from food to
Mitra’s opinion.
clothes and furniture. Consumers
There is a higher level of customisation available with these
are making big purchasing
assets, meaning colour choices and
The easiness point is crucial.
decisions right now and not during
so on, as well as the ability to place
WebAR is not bound by any app or
a visit to a physical space.”
them in the environment for which
device. A consumer merely needs
their real counterparts are intended.
a sufficiently advanced browser
To achieve AR’s full potential,
Interest in AR among retailers and
to consume this content, at a time
webAR needs mass market
32
August 2021
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Software / Blippar
adoption. It is both a differentiator
Creation and consumption
and the next logical step in an
to Mitra. Blippar aims to make webAR creation and consumption as
online buying experience that has
Blippbuilder is Blippar’s content
easy as possible for everyone, not
for so long relied on the 2D.
creation tool that allows brands,
just experts.
retailers, creative agencies and Mitra explains: “One of the ways to
more to develop their own webAR
Mitra likens its development to
improve consumer confidence and
content (a screengrab from
the internet: “The first generation
get a bigger share of the basket is
Blippbuilder is shown above).
of the world wide web wouldn’t
to use webAR."
have reached its potential if It is in the low code to no code
every creator had to know HTML.
“It’s beginning to play a big role
category, meaning little or no coding
It only happened because of
and will continue to play a big
skills are required to use it. Tools
Microsoft Frontpage, Macromedia
differentiator role until everyone has
such as these, set at this entry
Dreamweaver and then scale-based
it, and then the differentiator will be
level, are integral to the successful
tools like WordPress. The majority
the quality of execution.”
development of webAR, according
of websites were created by people
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August 2021
33
Software / Blippar
who didn’t know how to code. But
possible, the creation side needs to
The other factor behind AR
the seeds were created by those
be very easy.”
reaching its full potential is
who knew how to code.”
consumption, or how consumers WebAR content creation needs to
view, interact with and ultimately
This is the stage that AR is at
be low code to no code for this to
engage with this next generation of
right now, Mitra says. Experts are
happen, so Blippar is taking this
content. The problem, Mitra says,
using software development kits
approach with Blippbuilder and giving
is the proliferation of standards:
(SDKs) and working on ad hoc
anyone with the inclination easy-to-
“We hold a neutral position—we
projects, usually in partnership
use tools that work as WordPress
have no bias toward our own app
with a professional studio such
does for creating a website.
for viewing AR content or anything
as Blippar’s. From working with
else. We encourage clients to use
partners, experts can gather the
Mitra says Blippar is focusing on
knowledge they need to take
creative agencies and educational
webAR to the next level.
institutions and publishers as
Each platform has a standard.
the ideal early adopters for
Mitra cites the examples of Google,
In Mitra’s view, ease of creation
Blippbuilder, because they are
Apple, Facebook and Snap, which
will play a key role: “That transition
keen to create the next generation
all prefer their own: ARCore, ARKit,
is happening right now. But for
of content for marketing and
Spark AR and Snap AR.
webAR to reach its full potential,
advertising, and education. He
what I define as the new 3D
adds: “They’re not large scale
By the end of 2022, he believes
internet, where the 2D screen
developers but they are having an
there could be as many as 20 and
reflects the real world as much as
impact and are driving it.”
doubts whether creative agencies or
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August 2021
w w w. v r w o r l d t e c h . c o m
whichever tools they wish.”
Software / Blippar even larger organisations will have
it goes mass market. It has to be
paths, trying to become better,
the capacity to support all of them.
easy for the 99% to create, edit
achieving world firsts, such as
and share. The tools are essential.”
breaking speed and corner records.”
Blippar’s Formula 1 car
“The studio attracts clients who
This is why webAR is important. Content is removed from dedicated apps, silos if you will, and gains
can afford and are able to use
the kind of cross-compatibility
The other side of the Blippar
Blippbuilder, but they are using
that developers and consumers
business is its studio. Mitra likens
the studio for their education. It is
alike prefer: “It’s the same reason
it to a Formula 1 car of a major
the best way for us to work with
why WordPress is so popular for
manufacturer.
them, using our experience and
developing websites, all of that
expertise. Our clients can easily
complexity is removed with a single
develop this content themselves,
button that lets you publisher
but they want to see AR at its best
wherever you would like.”
and understand our experience and data. And they want to have the
It is a path that Blippar is taking with Blippbuiler: “We are doing it with the SDK and crosscompatibility between Android and iOS. It has a QR code base, so you do not have to create a separate library for both, rather you create one app that supports both standards and so you do not have to work on ARCore and ARKit separately. We are one of the first companies that will be ready to show demand for and move toward cross-compatibility.” Mitra continues: “From an R&D
highest impact.”
The studio is is changing paths, trying to become better, achieving world firsts
The impact they are seeking depends on the company. A typical bluechip usually wants to affect an audience in a particular way, whether it is to achieve sales, brand awareness or heighten its reputation as an innovator. Chinese consumer electronics manufacturer OnePlus turned to Blippar Studio last year for the launch of OnePlus Nord, its latest smartphone. Its aim was to reach as many consumers as possible and
perspective, we’re studying every
show them something they had not
platform right now to export
seen before (their project, explained
content straight from our content
Its aim is to be at the cutting
in the next paragraph, is shown in
creation engine. That’s where
edge of development, pushing
the images on p34 and p36).
Blippbuilder is today and where
the boundaries of what can be
it is going because it is important
achieved in AR.
OnePlus product launches events
to the future of AR—so that it
are usually high-profile affairs,
is omnipresent, everywhere—
“Whereas Blippbuilder is the mass
situated in stadiums with tens of
otherwise only the experts will
produced car business, the studio
thousands of people in attendance.
create content and that is not how
is the Formula 1 car. It is changing
With the pandemic forcing the
w w w. v r w o r l d t e c h . c o m
August 2021
35
majority of live events around the
sat at their desk or on their softa.
This is what Blippar Studio does:
world behind closed doors, OnePlus
Some consumed it in their garden
pushes the technology beyond
wanted to do the entire launch of its
or at their coffee table. Their
what are considered its boundaries
new smartphone live in AR—what
perspectives were also different,
to achieve something that has not
would be a world-first.
with some seeing it from bottom to
been done before. In the case of
top, others top to bottom, some by
OnePlus, the result defies definition:
“The launch was the work of our
their feet. Everyone had a unique
“They come to the studio to create
studio team, which they completed
experience consuming this mini
something that has a quarter or
in 80 days,” Mitra explains.
concert, via their smartphone. It
half-year level impact. I cannot call
Watch this video to find out more
was theatrical and beautiful.”
the OnePlus Nord launch an advert,
about the launch: https://youtu.
or even a product launch in the
be/6a4spRcREQs. What made it
The numbers speak volumes. The
traditional sense. It was almost a
so innovative was that it upended
product launch attracted 670,000
product solution. It demonstrated
what it means to experience a live
concurrent users, and a cumulative
what OnePlus is capable of.”
broadcast.
total of five million users. OnePlus
Mitra says: “A broadcast is
Nord then became the highest selling
OnePlus has worked with Blippar
smartphone in the company’s history.
three more times, “so it’s on”. Mitra
generally the same: everyone
says: “The AR medium convinced
consumes the same 2D content
Mitra says: “They innovated in a
them. They saw the results and
on a flat screen. The OnePlus
post-pandemic era in a completely
wanted to continue working with it.”
Nord was similar in that it was
different medium and it was more
concurrent and broadcast at
cost effective than an in-person
This work, as AR and webAR move
the same time, but it was also
event and they were able to reach
toward the mainstream, shows
a 3D asset broadcast through
a much larger audience. It had this
what can be created with the tools
AR-capable devices, meaning
goal of massive distribution and it
at hand. What they will be able to
consumers did not need to be
created their desired impact.”
create next is anyone’s guess.
36
August 2021
w w w. v r w o r l d t e c h . c o m
Issue 8 Miss the latest issue of VRWorldTech Magazine? We've got you covered Issue 8 focuses on architecture, engineering and construction Featuring Numena, Holo-Light, Make Real, VRdirect, Arkio, From The Future and more
Mark Dugdale, Editor editor@vrworldtech.com
Jonathan Savage, Publisher jonsavage@vrworldtech.com
Software / Agora
Right now, there are many innovations popping up in augmented and virtual reality combined with realtime engagement— and Agora is at the forefront Virginia Liu Senior vice president of marketing and ecosystems at Agora
38
August 2021
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Software / Agora
R
eal-time
Virginia Liu: Aroga was
thousands of customers in over
engagement (RTE)
founded back in 2014 with the
100 countries.
specialist Agora
quintessential Silicon Valley
is dedicated to
startup story and the vision
VRWTM: How important is RTE
helping developers
of creating meaningful human
becoming to the enterprise market
embed real-time video and voice
connections around the world
as a means to bridge the virtual
engagement experiences into
through RTE. In a small house in
and physical worlds, particularly
their apps.
Mountain View, California, Tony
where VR and non-VR are
Zhao and a small group of friends
concerned?
This is exactly what Agora is doing
began to work on the original code
with HTC Vive, demonstrating that
for Software-Defined Real-Time
Virginia Liu: The past 18
virtual and augmented reality (VR
Network (SD-RTN).
months opened many eyes to
and AR) are edging ever closer
the capabilities of RTE from
to bridging the gap between the
Ultimately, SD-RTN created
a consumer perspective to a
virtual and physical.
the RTE category. Our platform
business perspective.
provides developers with simple, VRWorldTech Magazine spoke to
flexible and powerful application
Oftentimes, consumer technology
Virginia Liu, senior vice president
programming interfaces (APIs) to
paves the way for enterprise
of marketing and ecosystems at
embed real-time video and voice
adoption. For example, immersive
Agora, to discuss the company’s
engagement experiences into
livestream concert experiences
offering and why the enterprise
their apps.
delivered via AR or VR show the
market, and the developers
possibilities of RTE. Likewise,
serving it, should consider RTE
Fast forward to today, Agora has
businesses can utilise similar
for upgrading their apps and
grown exponentially and is now
technologies to connect
experiences. The interview was
dual headquartered in Santa
workers for an engaging remote
conducted via email and edited for
Clara and Shanghai with more
collaboration experience.
style and clarity.
than 1,000 employees worldwide after going public in 2020. RTE,
When you are collaborating,
VRWTM: How did Agora get
powered by Agora, exceeds
the most effective way to do
started and what stage is the
more than 50 billion minutes of
so is ‘context first’, not ‘video
company at today?
engagements per month between
first’, because it will eliminate
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August 2021
39
Software / Agora the awkwardness of trying to
(SDK). Through Agora, developers
accessible, productive and
achieve shared context with
can seamlessly embed RTE tools
enjoyable for all participants.
things such as screen sharing
such as voice, video, messaging,
in meetings. The ability to build
and interactive live streaming
VRWTM: Do you have any other
artificial intelligence and AR
technology into their apps.
partnerships and integrations
and VR capabilities directly into
on the horizon that you can talk
interactive experiences opens up
What’s more, through Agora’s
so new business possibilities to
API, there is little effort required
achieve shared context.
from developers to produce
Virginia Liu: We are always
maximum quality with latency in
exploring new opportunities to
Enterprises now have the
milliseconds. They are also hosted
bring real-time engagement tools
opportunity to fundamentally
on Agora’s SD-RTN, the virtual
to industries across the world.
change the way they operate with
network overlay running on top of
compelling and engaging content
the public internet that guarantees
We recently teamed up with HP to
when they remove the limits of
minimal latency and packet loss.
integrate the power of real-time
physical space and distance for their employees. Right now, there are already so
engagement into HP’s Oasis on VRWTM: Tell us about your work
OMEN Gaming Hub, which is pre-
with HTC Vive and Vive Sync—was
installed on all OMEN PCs.
this a big milestone for Agora?
many innovations popping up in AR and VR combined with RTE.
about?
The collaboration will integrate Virginia Liu: It’s a big milestone
Agora's voice, video, messaging,
for both Agora and HTC as it
and interactive live streaming
The possibilities for connected
brings real-time engagement to
technology into OMEN Oasis
devices continue to expand, and
the growing industry of VR.
allows up to 16 people to play
businesses need to determine how
their favourite titles together in
they can begin to implement these
By integrating Agora’s Video SDK,
virtual watch party rooms.
types of technologies to increase
Vive Sync can enable seamless
productivity, engagement,
remote collaboration between HTC
There are many amazing RTE use
accessibility and inclusivity.
Vive users and non-VR users within
cases being developed every day.
the same virtual environment. VRWTM: How does the Agora
You’ll be seeing so many unique
platform work and what does it
This provides users the ability
and innovative use cases in the
achieve for developers?
to share in the same immersive
coming year. Stay tuned!
experience on any device, without Virginia Liu: At Agora, we are a
requiring a VR headset.
developer-first company. We are
VRWTM: Finally, how can interested parties get in touch
always thinking of the developers
Additionally, users are able to
who are creating amazing
share their screens and files
innovations with our platform. Our
in the collaborative meeting
You can always message me on
APIs work as a low-code, low-
environment, making the
LinkedIn, that’s the best way to
latency software development kit
virtual reality experience more
reach me.
40
August 2021
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