XI Международная студенческая научная конференция Студенческий научный форум - 2019

Virtual reality technologies began to emerge in the middle of the 20th century, although the concept itself appeared even later - in the late 80s. Virtual Reality (Virtual Reality, VR) is a world created with the help of special technical means and transmitted through its senses. Virtual reality imitates impact, and reactions to it. To create a convincing complex of sensations of reality, computer-aided synthesis of properties and reactions of virtual reality is performed in real time[1].

Soon the concept of augmented reality (Augmented Reality, AR) appeared [2]. The Augmented reality is understood as the result in the perception of any sensory data in order to obtain information about the environment and improve the perception of information [2].

It should be noted that VR and AR are different concepts that should not be confused. The main difference between virtual reality and augmented aggregate is that the first creates a new artificial world, and the second only enriches the real human environment with certain artificial elements.

Today, companies are starting to see VR and AR as one of the tools on which the digital economy will be built. After the business community assessed the capabilities of virtual and augmented reality technologies, their active implementation began. VR and AR technologies are used in such areas as construction, trade, investment, finance, education, etc. In business, virtual and augmented reality is used to visualize premises, product shelves, internal and hidden structures, to move and compare differentspaces.

Augmented reality changes the way of interaction with the consumer and is very promising for creating new services and creating a completely new type of user experience [3].

In such a way, the Swedish company IKEA has developed an application that allows you to see how this or that piece of furniture will look in the client's interior. To do this, you need to install the application on your smartphone, scan the future location of the furniture and select the product in the network catalog. The program takes into account the real size of the surrounding objects and creates a realistic picture on the smartphone screen.

Another example of successful use of AR is the American company MAC Cosmetics, which has installed AR-stands in its stores, with the help of which you can see how this or that decorative cosmetics will look on your face.

A striking example of the use of augmented reality technology in the Russian market is the action organized by the network “Magnit” together with Walt Disney, which was to coincide with the release of the film “Outlaw One. Star Wars: Stories”. During this promotion, buyers could take a photo or record a video with the characters of the franchise, pointing the smartphone with a special application at the icons in the stores of the network[4].

In 2017, the Virtual Reality Center of CROC and the Institute of Modern Media (MOMRI) conducted a study of the interest of the largest Russian companies and industries in the application of virtual reality technologies in business, in which 247 executives and industry professionals from more than 200 of the largest Russian companies in various industries participated.

According to the data obtained as a result of the survey, almost two thirds (65%) of the research participants are aware of the possibility of using virtual and augmented reality technologies in business, while the most knowledgeable ones were representatives of the following industries: metallurgical, construction, energy, transport and engineering industries, as well as representatives of the financial sector and IT / Telecom [5].

It should also be noted that in the companies, fifteen percent of the polled virtual reality technologies have already been introduced or are being introduced and the introduction of these technologies is being planned in nine percent of companies. VR is mainly implemented in such areas as personnel training, design and marketing, that will soon lead to an increase in the share of VR projects in the corporate segment of the domestic market, as well as to an increase in demand for VR devices and professional visualization.

In addition, a study conducted by the Center for Virtual Reality of CROC and the Institute of Modern Media (MOMRI) revealed the following factors hindering the introduction and widespread adoption of virtual and augmented reality technologies in business [3.5]:

The high cost of solutions and technologies, while there is no clear correlation with economic efficiency. In 2018, amid growing interest in AR and VR technologies, the number of projects with a predictable economic effect is increasing. However, there is an imbalance between the price of virtual reality solutions and the needs of enterprises in their implementation. VR projects have a rather long payback period, and their economic effect will become noticeable in three to fiveyears.

Technical limitations and high complexity of introducing VRtechnologies.

The previous item points to the next barrier to the introduction of VRtechnologies,

that is, a shortage of qualified specialists who are able to implement and maintain professional VR systems.

Unobvious benefits from the introduction of suchtechnologies.

The lack of domestic AR-glasses for industrial use, reliable and possessing certificates.

The study also revealed a high level of readiness of Russian companies to introduce technologies of virtual and augmented reality. Such factors as “Management Resistance” and “Unwillingness to introduce new technologies” received lower marks although according to respondents, they are not an obstacle.

Thus, technologies of virtual and augmented reality provide ample opportunities for business. VR and AR are already used in many areas, from personnel training to sales. The use of these technologies will allow companies to improve the efficiency of the workflow and employee training, reduce costs associated with it, increase customer loyalty, improve product quality, reduce production costs, etc. It should also be noted that today virtual and augmented reality is one of the “breakthrough” technologies. The prospects for VR and AR technology are enormous so in the nearest future virtual reality will come tightly into our lives.

Literature:

1. Virtual reality. [Electronic resource]. - Access Mode: https://goo.gl/wf54oy

2. Augmented Reality. [Electronic resource]. - Access Mode: https://goo.gl/LBgzAH

3. Simonov I., The reality of augmented value. [Electronic resource]. - Access mode: http://www.iksmedia.ru/articles/5505578-Realnost-dopolnennoj-stoimosti.html

4. AR, VR and MR (Mixed Reality). [Electronic resource]. - Access mode: https://retailer.ru/ar-vr-i-mr-smeshannaja-realnost/

5. The official website of CROC Incorporated. - https://www.croc.ru/news/detail/75871/

Код для цитирования: Скопировать