How can a company receive $1,9 billion in funding, be valuated $6bn and not even have launched a commercial product? There must be some magic here. Precisely! Adi Robertson is right to ask “why do people keep giving Magic Leap money?”
One of the obvious reasons is that investors believe Virtual Reality (VR) and Augmented Reality (AR) will become disruptive technologies. At Forrester, we agree extended reality will change the game even though it may take longer than many expect.
Earlier this year, we made the call that VR is not yet ready for B2C marketers. However, there will be a lot more opportunities in the B2B and B2B2C environments. Also, AR will scale much faster than VR. Indeed, over the past few months, major digital powerhouses have announced drastic changes to their AR initiatives (e.g., Apple’s ARKit, Google’s ARCore,…), making software available on their platforms to let brands build new experiences and to reach wider audiences with such experiences.
I’ve been analyzing AR and VR for several years, and I’m excited to deliver a speech at Forrester’s Customer Experience Forum London: Breakaway Customer Experience, November 14/15. I will share our perspective on why AR will drive more opportunities than VR in the short term and highlight how pioneering brands have been using extended reality effectively.
In particular, I’ll explain the key findings of my upcoming research on how AR will grow in several phases:
Our agenda for this event is quite packed with 30 sessions featuring Forrester analysts as well as leaders from Sainsbury’s, DBS Bank, AccorHotels, Stanford University, PKO Bank, DataStax, and more. You can access the full agenda here.
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