Futures Research: The Application of VR and AR Emerging Technologies in New Media: Future of Immersive Visuals Online
Baikulova, Madina; Suderevskaia, Elizaveta (2019)
Baikulova, Madina
Suderevskaia, Elizaveta
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019122327860
https://urn.fi/URN:NBN:fi:amk-2019122327860
Tiivistelmä
Today, technologies form our relationships with information. Proper use of digital visualization tools influences brand-audience relationships. Virtual Reality (VR) and Augmented Reality (AR) technologies are developing rapidly, providing new ways of content creation and perception. This study was focused on investigating the potential that these technologies have in terms of shaping the way information is shared and acquired in New Media channels, and gaining insight on the way customers perceive them today. The main goal was to predict the development of VR and AR in the New Media industry for the next 10 years.
Inductive approach with qualitative method was chosen for the study. The collection of primary data was based on triangulation method, which included two focus group interviews with media end users (7 people each) and five semi-structured personal interviews with professionals. As a method of futures research, Technology Roadmapping was used.
The main outcome of the study – Technology Roadmap - reflects the development of VR and AR from the technical, product and industrial point of view and represents different milestones that the technologies will reach in the next 10 years, along with their interconnections. Data analysis stated that today the issues with quality of VR and AR content and high pricing of the devices, along with lack of possibilities to experience immersive technologies keep the audience doubtful. However, big players in the New Media industry continue trying out and introducing more VR and AR content. The technological advances promise to enhance the usability of devices in the next 5 years. Within the span of 10 years, immersive technologies are promised to shape the evolution of visual media and become a part of people’s routine. Businesses that take predictive approach and try integrating VR and AR content will be able to achieve a profound connection with the audience and a new level of engagement which will bring more prospects for business development.
Inductive approach with qualitative method was chosen for the study. The collection of primary data was based on triangulation method, which included two focus group interviews with media end users (7 people each) and five semi-structured personal interviews with professionals. As a method of futures research, Technology Roadmapping was used.
The main outcome of the study – Technology Roadmap - reflects the development of VR and AR from the technical, product and industrial point of view and represents different milestones that the technologies will reach in the next 10 years, along with their interconnections. Data analysis stated that today the issues with quality of VR and AR content and high pricing of the devices, along with lack of possibilities to experience immersive technologies keep the audience doubtful. However, big players in the New Media industry continue trying out and introducing more VR and AR content. The technological advances promise to enhance the usability of devices in the next 5 years. Within the span of 10 years, immersive technologies are promised to shape the evolution of visual media and become a part of people’s routine. Businesses that take predictive approach and try integrating VR and AR content will be able to achieve a profound connection with the audience and a new level of engagement which will bring more prospects for business development.