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1、XR TECHNOLOGYADOPTION OFIN INDIACONTENTTable of02INTRODUCTIONThe humongous boom in the digital landscape has only been furthered by the launch of 5G services in India.This is a momentous milestone in facilitating ease of doing business and will revolutionize the digital sector.Itll uplift the Indian
2、 economy and reform various sectors such as agriculture,healthcare,education,logistics,transport,fintech and others.5G services will significantly improve the nations digital ecosystem and act as a generational leap to the next phase of industrial revolution.The current state of technological develo
3、pment has led us to believe that an amalgamation of the physical and virtual could completely transform how we perceive our world.And this technology has slowly seeped into our lives in the form of extended reality(XR),which is a combination of virtual reality(VR),augmented reality(AR)and other form
4、s of immersive technology.With the advent of 5G in this country,consumers are inching closer to a mixed reality experience very soon in the form of the Metaverse.Combining 5G,IoT,cloud computing and Web3,consumers are about to enter a new era of networking that will be markedly innovative and immers
5、ive.The initial purpose of using a VR device for most people has been entertainment,such as attending concerts or watching movies,visiting festivals or watching live shows,and adding the possibility of using XR in myriad applications.The metaverse and VR devices will usher in the new experience era.
6、The level of detail in the metaverse,combined with the possibility of networking in one platform,is set to change the course of human interaction.This is precisely what the metaverse intends to do.And the most vital part of moving on to this phase would be hardware.This hardware comes in the form of
7、 virtual reality headsets.The growth of the metaverse will boost the adoption of extended reality,which together could be instrumental in solving real-world problems.With much better penetration in the Indian consumer market because of 5G and investments from global brands,metaverse and XR are expec
8、ted to be accepted imminently at a much larger scale.Brands should fast-track their focus toward incorporating these technologies into new strategies to lay a solid foundation for the internets future.0304XR TECHNOLOGYFor ConsumersXR TECHNOLOGYExperience withI am familiar with the usage of Augmented
9、 Reality(AR)and Virtual Reality(VR)technologyI like the experience of the apps that use AR/VR technologyId like to play games like Roblox,Minecraft,Among us,etc.on VR headsetsI would be interested in virtual shopping that uses Extended Reality(XR)technologyId like if smartphones are replaced by wear
10、ables technology that supoort voice,AR,and hologram interfacesMedian 36%Top Box37%36%36%35%35%XR technology takes the consumers to a whole other world with an immersive experience.It lets them manipulate and interact with the virtual environment that is similar to a real-world environment.The XR tec
11、hnology is the culmination of two types of immersive technologies,i.e.,augmented reality(AR)and virtual reality(VR).Consumers are familiar with the usage of augmented reality(AR)and virtual reality(VR)technologies.They would be interested to play games like Roblox,Minecraft,etc.on VR headsets.In the
12、 current usage of apps that have augmented reality and virtual reality,the experience with these technologies is liked by the consumers.Consumers identify their first experience or impression of augmented reality in day-to-day life through the Ikea app.Right now,with innumerable examples such as Pok
13、emon Go or Snapchat filters available for the general consumer,augmented reality has become a household feature that does not seem formidable at this point.Consumers Views on Extended Reality(XR)05Activities in the VR EnvironmentMedian 21%26%Attend concerts(e.g.interactive music experience)and exhib
14、itions25%Working out with a trainer remotely25%Children study complex subjects like physics,biology,etc.using VR22%Attend VR performance and interact live with actors,performers,etc.21%Play musical instruments(e.g.guitar,piano,etc.)20%Work with colleagues in a virtual office20%Watch movies and web s
15、eries with friends20%Testing driving of vehicles(e.g.two wheeler,four wheeler)20%Online gaming(e.g.minecraft,roblox,etc.)8%Shopping(e.g.buying groceries,furniture,clothes and accessories,etc.)From the consumers perspective,the primary purpose of using a VR device for most respondents is entertainmen
16、t,such as attending concerts and exhibitions.This is closely followed by working out with a trainer remotely.0607Consumers feel that education would benefit from XR because of the increased accessibility and increased audio-visual capabilities of the teacher to explain complex topics.It would make i
17、nteractive models easier,making the teaching process more intricate and elaborate.The consumers would attend VR performances and interact live with performers,actors,etc.Visiting festivals or watching live shows,but almost all of them added the possibility of using XR in myriad applications.Even tho
18、ugh actual users have been sparse,most respondents had a myriad of uses of XR in mind when asked to address the applications of XR in daily life.Virtual,augmented and mixed realities technologies are shifting the paradigm of how we learn,do business,and communicate.The XR technology is being impleme
19、nted in several industries such as healthcare,higher education,workplace connections,retail,manufacturing,etc.08Applications involving remote working with colleagues in a virtual office environment and online gaming drove the positive experience towards XR technology.Youngsters below 18 years had po
20、sitive experiences around education involving complex subjects while elders had positive experiences with remote exercise and workout trainings.Exercising remotely with trainerChildrens education involving complex subjectsAttending virtual concerts and exhibitionRemote working with colleagues in vir
21、tual officeOnline gamingOnline gamingActivities such as working out and exercising remotely with a trainer,childrens education involving complex subject,attending concerts and exhibitions,and online gaming are the major drivers of increasing the familiarity with XR technology applications.Watching m
22、ovies and shows with friends and online gaming are the main familiarity drivers for Youngsters below 18 years,while childrens education and remote exercise training drives familiarity among elders.Working with colleagues in a virtual office drives familiarity among the users from small metros and to
23、wns.Drivers ofXR FamiliarityDrivers of Positive XR ExperienceActivities Driving Familiarity with XR TechnologiesActivities Driving Positive XR ExperienceVR HEADSETConsumer Usage of 09Majority of the consumers have used the VR headset and have experienced the use of its features at least once in the
24、past.Consumers like to play games,access entertainment and experience adventure sports using VR headsets.In terms of games,multiplayer games would be the main attraction because of their high accuracy in details and better overall experience.Players would feel like they are inside the battlefield or
25、 are driving the car themselves.Where entertainment is concerned,VR can ensure the user attends each concert,without the caveats of logistics,from the comfort of their home.This gradual warming up and acceptance of augmented reality technology only tells us that in the near future,consumers will see
26、 extended reality in the same light,i.e.,they would not be intimidated or perplexed by the technology and will instead choose to accept it as a part of their daily lives.VR USAGEExperience 10With VR,users will never miss another experience because of the location,timing,overhead expenses,or even the
27、 weather.People with physical disabilities could easily participate and experience things they could not in the real world,like a day out with friends,or a game in the bowling alley,all of which will be available on the VR device where they could interact with friends and do everything,they otherwis
28、e would be unable to do.For example,if someone wants to learn how to fly a plane,do bungee jumping or look at the view from Mt.Everest,more of such activities are possible with XR.Consumers who have used the VR headsets were overwhelmed with the interactive options.Although,they did feel somewhat co
29、mfortable while using the VR headsets.The experience itself was unique and the users felt like they had entered a new world and were intrigued by the virtual environment.When it comes to challenges for this exclusive set of respondents,there are a few they are deeply concerned about.Firstly,the fact
30、or of dissonance to the reality that would be a possibility if one spends long hours in virtual reality.Next would be an unwelcome addiction to that world.But these issues should not be concerning since they can be resolved by putting guidelines and laws in order.This leaves us with the most vital c
31、ause for concern,the VR headsets themselves.Users,including most of our respondents,complained about the ergonomics of the devices.They are bulky and uncomfortable to use and most importantly,cause headaches and nausea after prolonged use.This is one issue that could drive customers away,but the har
32、dware is bound to improve with time and further development.11The current state of technological development has led us to believe that an amalgamation of the physical and the virtual could completely transform how we perceive our world.And this technology has slowly seeped into our lives in the for
33、m of extended reality(XR),which is a combination of virtual reality(VR),augmented reality(AR)and other forms of immersive technology.With the advent of 5G in this country,consumers are inching closer to a mixed reality experience very soon in the form of the metaverse.Combining 5G,IoT,cloud computin
34、g and Web3,consumers are about to enter a new era of networking that will be markedly innovative and immersive.Immersive experiences are changing the way people connect with information,and experience through virtual and augmented reality.The XR technology helps relocate people in time and space.Itl
35、l bring about the end of distance with the use of XR technology.The growth of the XR technology is noticeable because of the hardware,software and immersive content.Most of the respondents are satisfied with the VR experience.57%19%18%5%1%Very satisfiedSomewhat satisfiedUnsatisfiedExtremelyunsatisfi
36、edExtremely satisfiedSatisfaction with VR ExperienceLearning new skills become easier.With the help of audio and visual outputs,it extends our senses and makes grasping information better.Male,45-year,Top 4 MetrosWhile the users were satisfied with the overall experience of VR technology,they felt t
37、he VR headsets to be quite bulky and not ideal be used for a prolonged time.VR HEADSETPurchase of1236%23%11%11%9%7%3%6 months1 YearI would not be interested in purchasing a VR headsetMore than 2 years2 years3 Months1 already own a VR headsetPurchase Intent of VR HeadsetsMost people are interested to
38、 purchase a VR headset in the next 6 months(36%).23%of the people might plan to purchase a VR headset in the coming year.13The world of social media is about to change all thanks to Web3.Web3 is gradually gaining traction with Metaverse on its side.The World Wide Webs next stage is about to be decen
39、tralized;this implies that applications will be running on blockchain technology and networks that have been decentralized with peer-to-peer nodes.But this level of complexity for the internet will require even faster speed.This is where 5G comes into play.5G has been developing exponentially and is
40、 about to launch in India very soon.This network technology comes with lower latency,high speed,better coverage and accessibility.A lot is happening in this industry,and it is only expected to grow more.This rise is credited to the increase in demand from companies around the world because of digita
41、l transformation.VR and AR are transforming the way companies engage with employees,suppliers,partners or customers.Enterprise adoption is rising rapidly when it comes to immersive technologies.We could learn to drive any vehicle on XR before doing it on an actual vehicle.This way,we could get used
42、to driving rules without the fear of accidents.Male,24-year,Top 4 MetrosActivities and applications such as vehicle test drives,online gaming and virtual live performances with artists will drive the purchase of VR technology platform among consumers.When it comes to experience,comfort while using t
43、he VR headset will drive the purchase of this technology among consumers.Virtual reality is an experience that could be simulated to be similar or different from the real world.It is the use of computer simulation to enable interaction with people in an environment that is made artificially.Consumer
44、s think complex tasks can be simplified using virtual and augmented reality visualization.The reasons for purchasing a VR headset are to meet people on different virtual platforms(28%)followed by trying clothes and accessories virtually and to learn new skills and techniques(26%).People also like to
45、 interact with friends and learn about a place virtually before the visit.The prospect of XR devices have certain specific purposes which could justify the use of such a device because enjoyment and entertainment do not cut a deal with an everyday consumer.Most consumers think that the current use c
46、ases are confined to the entertainment sector,which is why they would like to play games,attend concerts or watch movies using XR,and their sole reason was the added layer of immersion.When it came to tasks outside of the entertainment world,a majority were seen in the simulated adventure sports are
47、a.Driving or river rafting in XR is useful in a simulated environment.14Reasons to own a VR HeadsetMedian 24%28%To meet people on different virtual platforms26%Try clothes and accessories virtually26%Learn new skills and techniques24%To interact with my friends virtually24%Learn about a place virtua
48、lly before visit20%To play online games10%Travel virtuallyVirtual social interactions and tourism will drive the adoption of VR technology in the near future.15When it comes to the willingness to pay for a device such as a VR headset,people have voiced their concerns about the current pricing.Most p
49、eople say that their budget for purchasing a VR headset is in the price range of Rs.1001 and Rs.5000(43%).The current pricing is not attractive to an average consumer who does not wish to spend more than they would dispense for a budget smartphone.Either way,pricing should not be an issue for long;w
50、ith the gradual uptake of XR devices into better production lines and competitive pricing among brands,the cost of the devices will go down gradually in the near future.The consensus steered towards the practicality of such a purchase and how they can make do with a regular smartphone they own alrea
51、dy,and buying another device seems like an added chore.The VR set is indeed a maximization of the digital experience that one can imagine to experience,as an enriched experiential involvement is a premium luxury that comes in additional packages.Customer Budget for VR Headset43%21%10%12%11%3%1001-50
52、-2500025001-45000More than 45000Up to 1000METAVERSEAwareness of the16The present concept of the metaverse solely focuses on letting users do anything they would do in real life.When it comes to the basic idea of metaverse among Indian consumers,most defined it as a place of networki
53、ng.Around two-thirds of the people are aware of the metaverse.Online gaming and social media are the connectors for people to join the metaverse.This indicates that metaverse currently seems like a giant networking site which requires an added device(VR headset).If experiences on offer are relevant
54、to the user,they might spend money on it,but well within their budget.There is a consensus people spending actual money on the metaverse is a luxury.They also mention that premium and luxury brands like Nike or Gucci could treat the metaverse as an open playground since most of their products rely o
55、n the brand value more than the experience in itself;thus,users who intend to splurge on assets could be drawn to this kind of a market.Awareness of the MetaverseI feel Metaverse is a place to learn,collaborate and communicate.There are no geographical restraints.Female,22-year,Top 4 Metros58%16%5%1
56、%20%Very awareModerately awareNot at all awareSlightly awareExtremely awareMETAVERSEAttitude TowardsThere is a plethora of activities one can do in the metaverse.Respondents pointed out unique things they would like to experience using VR headsets,and some of them include attending interactive music
57、 experiences and exhibitions,studying complex subjects,working out remotely and so on.Along with these one-of-a-kind responses,the generic answers revolved around watching movies with friends,shopping for clothes or groceries,playing musical instruments and playing games online.Customer Attitude Tow
58、ards Metaverse17Willingness to join and transact in the metaverse is high among the users who are aware of this platform.Median 35%Top Box38%I still do not have an understanding of the concept of a metaverse36%I am very much excited for the metaverse35%I feel metaverse will not have a large impact o
59、n our daily lives35%I would be willing to join the metaverse33%I would like to spend money in the metaverse32%I would not feel comfortable being in the metaverse where I am not sure whether the other person exists 18Respondents were aware of the use of avatars in the metaverse,and they revealed that
60、 soon they would want their avatars to look like their real selves.There were a few exceptions where users wanted to look different from their real selves,and one unique reason was that people could get a fresh start on building their image on the metaverse without any preconceived prejudices.Even t
61、hough the metaverse from Meta will have a single login policy that will link Facebook profiles to their counterparts in the metaverse,there are several other metaverses that allow anonymous access,and some more along those lines must pop up in the near future as well.Reasons to join the MetaverseMed
62、ian 21%30%VR tournaments and gaming marathons(e.g.watching sports with virtual crowd)27%Extreme sports(e.g.skydiving,bungeejumping,paragliding,etc.)26%Social meetups(e.g.meeting with friends,peers,etc.)21%Attend virtual universities and classes21%Attend concerts,movies,exhibitions19%Purchasing colle
63、ctables/unique items19%To work with colleagues and network14%Romantic meetups10%Pretend to be someone else/create an alter ego19People would like to join VR tournaments and gaming marathons in the metaverse.They would also like to try out extreme sports like skydiving,bungee jumping,etc.They would a
64、lso like to join the metaverse for social meetups and attend virtual universities and classes.20Work routines have drastically changed in the past couple of years because of the gradual seeping of augmented and virtual reality.Companies such as Meta and Spatial have developed experiences like the Me
65、taverse for their users by providing VR products for businesses.The metaverse could serve as an alternative to physical office goers,which will enable employees to stay engaged remotely,exactly as if they were on-site.There is a lot of potential in remote engagement because it increases productivity
66、 and allows more people to focus without any distractions,and also eliminates the requirement of any in-person meetings or lengthy video calls.The main driving force for consumer enrollment is unanimously linked to the presence of their peer group on the platform.It seems peer pressure will work on
67、consumers to encourage enrollment rather than the facilities provided.Quite a few were unaware of how developed the metaverse is right now and said they would wait sometime before the technology was in its full bloom,but they were ready to join the metaverse without hesitation if there was a chance
68、of meeting a familiar face or if their friends were already on the platform.However,the metaverse serves as a cushion to prevent the effect of shock,anxiety,and risk that comes with real-life decisions.In augmented reality,decisions are taken,and judgments are made,but they in a way give way to an a
69、lternate reality which modifies much or challenges the settled realities of the actual life.The behaviour towards the metaverse gives validation of human psychology to associate with like-minded people and emerge as the pivotal connection within the communities.Virtual Gaming Tournaments/MarathonsEx
70、treme SportsPurchase of Unique Collectible ItemsSocial Meet-upsDrivers of Metaverse AdoptionVirtual gaming tournaments/marathons and extreme sports are the major factors which will drive users to join the metaverse.Purchase of unique collectible items and social meet-ups will also drive adoption of
71、metaverse.Application involving Social meet-ups will drive females while Sporting and gamingapplications will drive males to join the metaverse.Users in the smaller metros and towns will be driven by the virtual learning and education applications to join the metaverse.Activities Driving Metaverse A
72、doption21Perceived Benefits of MetaverseMedian 21%32%More possibilities in education(e.g.conducting classes in remote areas,encourage collaborations,etc.)29%Enhancing creativity and imagination(e.g.learn to play instruments,virtual painting,etc.)28%Overcoming obstacles(like disabilities)that prevent
73、 from doing something in life22%Connecting with new people without feeling awkward19%Increase in technological literacy and skills19%Travelling the world without moving17%Meeting loved ones whenever you want5%Giving opportunities for self-expressionBenefits such as opportunities for self-expression,
74、new possibilities in education and enhancingcreativity and imagination are the main benefitsthat will drive the adoption of metaverse amongusers in the near future.2223When it comes to benefits from the metaverse,most people feel that there will be more possibilities in the field of education(32%).I
75、tll benefit enhancing creativity and imagination(29%).Metaverse will help people with disabilities that otherwise would prevent them from doing something in life.Since there are no physical laws on the metaverse and everything could be augmented to suit the user,people could do work meetings inside
76、these games or go for a run on the Himalayas.The possibilities would be endless.This is a boon and a bane for this type of budding technology since there are no boundaries for expectations either.Metaverse does promise a unique experience,which could be the primary draw for the users.The possibility
77、 of connecting to people without any geographical restraints,much like social media right now,but a completely personalised experience where consumers feel their presence in the form of avatars and the personalised premise could be a game-changer in the world of networking.Along with logistics,Metav
78、erse saves time and makes their lives easier.The benefits of the metaverse finally boiled down to experiences.The experience of any kind of product would improve exponentially because of the immersive technology.Consumers could enhance creativity and imagination,overcome obstacles that prevent them
79、from doing certain real-life activities,increase technological literacy and skills,and give opportunities for self-expression.This leap in technological advancement would benefit games the most.They would want to play games that would require crisp graphics,such as fantasy or supernatural games,so t
80、hat they could be directly teleported to that world.The games could be multiplayer.That way,the metaverse could be a place for networking and entertainment.Current Consumer Perception of Metaverse24Median 26%37%People might live and coexistmainly in the metaverse35%I think the metaverse can causeser
81、ious harm to modern society26%It could become an addiction to asimulated reality25%There would be privacy issuesin the metaverse24%The Metaverse would causemental health issuesAn iteration of the internet which provides an extremely immersive experience is basically what the metaverse implies.Consum
82、ers will have the opportunity to be a part of a social network using avatars,or the internet will be available to them in the form of extended reality.There have been several mentions of the current state of the metaverse and how it is transforming the way we view the internet.People feel that soon
83、theyll might live and co-exist mainly in the metaverse and feel the metaverse can cause serious problem in the society.And they might be addicted to a simulated reality.Shopping has already changed because of the use of Augmented reality(AR).The Place app brought forward by IKEA used augmented reali
84、ty technology to virtually see how their furniture would look direct in a consumers home or office space before purchasing.I would want to be anonymous.My avatar will look nothing like me,if possible.The metaverse will be a clean slate.Male,35 years,Next 5 MetrosVIRTUAL OR REALENVIRONMENTSPreference
85、 of Activities in25Users are willing to spend on collectables and unique items exclusively in the VR environment.They are inclined a bit more towards VR than real life when it comes to events and working/professional meetings.Users are fine with social and romantic meet-ups equally on both VR and th
86、e real life,as they are with shopping for regular use products.When it comes to activities like leisure travel and extreme sports,users are more inclined towards real life than VR.Financial activities such as transactions and investments have more preference towards real life,although a small fracti
87、on of preference is reserved for VR environments.Pertaining to activities around education such as attending university and colleges,users are willing to do it exclusively in the real life compared to virtual world,when given a preference.Users belonging to the younger agegroup are open to conductin
88、g financialtransactions and education in VR alongwith in real life while those in the olderage groups look to use VR mostly forrecreational activities.Spending on collectiblesEventsWork meetingSocial meet/datingShoppingTravelExtreme sportsFinancialinvestmentsAttend college and university VirtualBoth
89、Reality26XR TECHNOLOGYFor Enterprise EcosystemXR TECHNOLOGYin Enterprise EcosystemGamingWidespread adoption could be affected because this technology needs specialized hardware along with cutting-edge software.Another caveat could be the impact on employee productivity and engagement because of the
90、way immersive technology can disrupt the workforce.Immersive technologies,when it comes to enterprises,are a unique new perimeter for businesses.Using these innovative tools in marketing strategies,companies can give their customers and prospective clients a much richer experience.There is a revolut
91、ion underway in the world of learning,communication and collaboration because of immersive technologies.With the addition of Google glasses,Oculus Rift or HTC Vive,along with AR devices like Microsoft HoloLens and many more such products in the near future,immersive technology must see a substantial
92、 explosion in use by several enterprises.Enterprises using immersive technologies have grown exponentially in the past couple of years.Virtual reality(VR)and augmented reality(AR),along with extended reality(XR),will soon be used for activities ranging from entertainment to education,manufacturing,h
93、ealthcare and many more.A lot is happening in this industry,and it is only expected to grow even further.This rise is credited to the increase in demand from companies around the world because of digital transformation.VR and AR are transforming the way companies engage with employees,suppliers,part
94、ners or customers.Enterprise adoption is rising rapidly when it comes to immersive technologies.This could be difficult to predict just how fast this transformation would go mainstream.27EducationManufacturingRetailGamingEntertainmentOthersTourism&HospitalityHealthcareXR TECHNOLOGYin Enterprise Ecos
95、ystemIts better than video-based training,where visualizations in a three-dimensional environment increases the interest of the employee and,there is no need of training personnel to guide.It greatly improves the efficiency of systems dedicated to training that forms one of the biggest part of the b
96、udget for a manufacturing industry.XR technology will also be useful forhiring purposes in the manufacturingsector.At present,there are systemsin which anyone who joins anew mustgo through a training module andalmost every training module that is currently being used is in video format.It becomes mu
97、ndane for the person to follow,especially with involvement of complicated hardware.In this situation,the use of AR and VR would be an enormous move in becoming efficient and competitive.28Media as an industry has always been at the forefront of creating,adapting,and evolving with technology while en
98、suring that the consumers get the most engaging and immersive experience,Just like getting live scores on ESPNcricinfo way back in 1992 to a dedicated mobile app in 2007 and now digital streaming of live content on handheld devices evolving with technology.Within the sports ecosystem we are already
99、seeing a lot of work globally&in India around XR technology for a seamless and unrestricted viewing experience and at the same time provide something so convincing that it cannot be distinguished from reality.As a leader in the sports industry,ESPNcricinfo has always prided itself on being part of t
100、he future and has already taken steps to leverage our extensive statistical repositories created over three decades and build VR-based immersive experiences.With the focus on current&Next gen Fan needs,coupled with the launch of 5G,the real world and virtual world will be better connected as more re
101、al-time robust data sharing would be possible making it feasible to create and build XR technology-based experiences accessible to the masses without any compromise on the quality.There is no better live content genre than sports and cricket,it will see a lot of path-breaking and innovative work in
102、the next 3-5 years will be seen around XR.The sports experience will be more personalized,screen-independent,and convergence of virtual and real-time live action&data without any restrictions.Akshaya Kolhe,Head of RevenueESPN India and South Asia29XR TECHNOLOGYIndiaFuture of30The implementation of t
103、he technologyacross a myriad of industries.From theenterprise perspective,XR could improvesafety for workers,and enhance customerexperience.Game developers can make use of thetechnology and give gamers the immersiveexperience that they can feel while exploring fantastic futuristic worlds in the virt
104、ualenvironment.The e-commerce platforms with the use ofAR and VR technologies can bring shopperscloser to an in-person experience.Sincepeople generally want to interact with aproduct before buying,XR technologyallows them to do so.The XR technologywill allow the user to experience the productfirstha
105、nd in a digital environment.During the pandemic,people workedremotely,and companies adopted the hybrid work model,which triggered a series of new workplaces.The use of XR technology canease the way employees communicate andmeet in a virtual environment to potentiallywork more efficiently without the
106、 constraints of workplace or space.In industrial settings,XR technology canmake training more efficient as learners canvisualise and process information fasterwhen learning about complex equipmenttraining.The trainees can explore eachcomponent and learn additional informationabout the equipment they
107、 need to work with.OPPORTUNITIESFor companies,utilizing XR technologywill be challenged by cost concerns as thehardware is expensive.The virtual and augmented realities are stillregarded as a luxury.In terms of growth,investors,on the other hand,notice that theindustry is fresh and fewer proven busi
108、nessmodels are successful currently.When it comes to challenges,the factorof dissonance with reality would be apossibility if one spends long hours invirtual reality.Next would be the addiction tothat world.But these issues should not beconcerning since they can be resolved byputting guidelines and
109、laws in order.Users,complain about the ergonomicsof the devices.They are bulky anduncomfortable to use and most importantly,cause headaches and nausea afterprolonged use.This is one issue that couldsway customers away,but the hardware willimprove with time and further development.CHALLENGESOPPORTUNI
110、TIESAnd ChallengesXR TECHNOLOGYFuture ofThe metaverse has already moved ahead of VR to enable collaboration between different companies.Large companies are trying to produce a multisensory 3D experience for their consumers while they lay the foundations of the underlying architectures of the metaver
111、se.Things like real-time holoportation,and holograms that provide visual effects as though users are sitting across from each other while conversing,transitioning from the flatscreen to the next stage of spatial computing,are the things companies are betting on.Forensic science is getting momentum,a
112、nd stuff from sci-fi films is coming into life.Things like digital twinning of crime scenes and several other futuristic technologies seem to come into place because of XR,which could potentially change how we live our day-to-day lives.One potential solution is expanding possible interactions to rid
113、e the experience economy.Imagine a bunch of experience cafs initially boosted by large consumer electronics companies like Sony where people go to experience different things through VR.This then fir into the next level of customer service companies and low-cost kiosks for startups using the same ap
114、proach-mix it with industry takers.For example,a 3D tourism startup runs a kiosk and tags up with a bigger brand(like MakeMyTrip or Thomas Cook)to sell custom packages in tourism.For example,Sony and Thomas Cook collaborate and setup free experience studios for consumers at large to take a troll in
115、the Himalayas.The whole point is to boost the experience of consumers to kick off trial and usage.31The technology functions like a medium,the core is the aspirational space that this real-world XR technology enables people to achieve,interact,and feel accomplished in a virtual world.NOVELTY TO NECE
116、SSITYRoadmap from 32XR Application and Product AwarenessCreate Consumer CuriosityXR-Product EvaluationLatent Need IdentificationXR-Product TrialXR Technology and Product AdoptionBusinesses should use immersive experience studios to drive consumer awareness Encourage early adopters to advocate to fil
117、l information gapsMagnify consumer curiosity with immersive experience and technology exposure Introduce XR-based products and services Encourage customers to try and evaluate XR products and services Evaluate the user expectations,usageexperience,etc.to identify the use-cases Businesses should iden
118、tify,realize,and understand latent customers needs They should solve customer-driven problems and issues and highlight use-casesEncourage early adopters to examine and test the products in the trial phaseTrial and adoption should depend on the user experience and benefitsIdentify the change in consu
119、mer behaviour during the adoption phase Make users become more comfortable,leading to the adoption and regular useBUSINESS TRANSFORMATIONRoadmap for33Enterprises need to have a clear visionfor developing XR products and servicesthat will help build a product strategythat is forward-looking and custo
120、mer-driven.Vision is the essence of where the business wants the products and services to be in the future.The vision begins with knowing your customers and what theyneed.The business needs to understandthe challenges and how its products andservices will help.The business issues are issues thatimpa
121、ct the ability to sell,provide diagnosis,market and scale.The businesses mightface issues such as cost of capital,pricecompetition,regulations and compliances,technology innovation,etc.Thetechnologies can have a greater impacton various aspects of the business;hence the core business process mustint
122、egrate XR technology in different partsof the business.For example,in thesales process enhancing it with the XRtechnology and offering products andservices in a virtual environment.E-commerce platforms and retailers canintegrate XR technology and enhance theexperience of the customers by servingthem
123、 with virtual try-on of the products.With the XR technology integration,tourism and travel firms can let customershave an immersive experience of theirchoice of vacation destination with the use of a VR headset.It becomes important for businesses to formulate and deploy a plan keeping the XR ecosyst
124、em in mind.Prioritizing the core business processes and deployment of the same is a need to put into place a robust and sustainable business model and it also takes care of the stakeholders such as investors,internal personnel,and external customers.The business model must be scalable with the integ
125、ration of technological innovation.There needs to be the reinvention of processes and workflows for businesses to advance in the market.Development of XR products and services Evaluate and access the business problemsXR integration in different parts of the business.E.g.customer service experience,s
126、ales and marketing,etc.Enhance-Core Business ProcessStrategize DeploymentScale and AdvanceBusiness IssueFormulate and deploy a plan with XR ecosystem for consumers and enterprisesMaximize ROI,scale and reinvent processes with XR workflows to lead the market Vision34In the Indian context,an immersive
127、 technology such as extended reality needs to gain widespread adoption and across multiple sectors to improve efficiencies,collaborations,and innovation.With the recent introduction of the 5G services in India,and as we move forward there will be new opportunities and extended realitys immersive exp
128、eriences will push us beyond the edge.It is important that there is more acceleration in adoption which will happen with investments in the technology and its innovative application.Bringing consumers attention to extended reality with a focus on practical application and combining it with accessibi
129、lity,interactive experience,and convenience is critical towards the mass adoption of the technology in India.XR TECHNOLOGY ADOPTION IN INDIAFurtherance of 35Introduction of support programmes bythe government and social media giants toaccelerate and support the growth of XRtechnology-based firms in
130、India.Thesestart-ups and XR-based companies need tobe supported during their nascent businessstage so that they can have the first moveradvantage in the Indian market.Industries such as medicine,education,and architecture are some of the areas that can take advantage of the technologyin India.Despit
131、e this technology being inexistence decades ago,still many peopleare unfamiliar with the concept of virtualreality.Consumers will become aware of thetechnology and would try it only if practicaluse cases are put forward.Consumers are comfortable with theirsmartphones and do not seem interested tomov
132、e on from them.It is important to makepeople move on from AR.The real challengefor marketers would be to establish somelevel of convenience for customers.Thiswould ensure that they move on fromhandheld devices and purchase head-mounted ones.Users from every section mentioned thatheadsets are uncomfo
133、rtable.Be it thebulkiness of the form factor or the nauseatingfeeling one gets if one uses it for too long.Solving this issue of head-mounted displaysand making it look more appealing couldlead to better conversion rates.How brands and companies tell their stories on the metaverse.Given the hyper-im
134、mersive atmosphere,generic approaches might fall short regarding customer conversions.Companies should give their customers the excitement and thrill that was missing in regular advertisements and campaigns.Everything will be larger than life in the metaverse,and so would be customers expectations.I
135、nvestments in XRInteractive ExperienceAttention to VRInnovative Uses of Virtual RealityAccessibility and ConvenienceRESEARCHMethodology36RESEARCHMethodologyQuantitative ResearchSurvey was conducted among a sample size of 673 respondents across age groups,gender,and town class using stratified random
136、 sampling to gather the required data.Qualitative ResearchConducted in-depth interviews with the industry stakeholders.Furthermore,in-depth interviews were conducted with consumers across age groups,gender,occupation and town class to identify the qualitative aspects.Town Class DefinitionTOWN-CLASS
137、DEFINITIONTop 4 MetrosMumbai,Delhi,Kolkata,ChennaiNext 5 MetrosBangalore,Pune,Hyderabad,Ahmedabad,SuratSmall MetrosCities with population up to 5 million37Research PeriodMay-August 2022This research report is a collaborative effort by the teams from Dentsu India,DigitalBehaviour Initiative at IIT De
138、lhi and and Payel C.Mukherjee at IIIT-Delhi.Research Team for this Report Dentsu India Abheek Biswas,AVP Consumer Insights()Prabhupreet Singh Ahuja,DRM()Shweta Prabhu,Regional Head,DesignPrashant Narvekar,Lead AnimatorDr.Sumitava MukherjeeDr.Payel C Mukherjee Srijony Kar(M.Sc.student)About RecognRec
139、ogn,a research-based consulting division of Dentsu India,complements the agencys knowledge of digital media over a period of 10 years with the understanding of the digital audience.Recogn provides marketers with deeper insights into the minds of consumers and helps create more focused marketing stra
140、tegies.Recogn provides end-to-end research services like customized primary research into the domains of marketing strategy,brand strategy,product and communication strategies,among others.About Dentsu International38Digital Behaviour Initiative at IIT DelhiDigital Behavior Initiative at IIT Delhi a
141、ims to work as Part of Dentsu Group,Dentsu International is a network designed for whats next,helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy.Dentsu delivers people-focused solutions and services to drive better business
142、and societal outcomes.This is delivered through five global leadership brands-Carat,Dentsu Creative,dentsu X,iProspect and Merkle,each with deep specialisms.Dentsu Internationals radically collaborative team of diverse creators unifies people,clients and capabilities through horizontal creativity to
143、 help clients create culture,change society,and invent the future.Powered by 100%renewable energy,Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicatedspecialists,and partners with 91 of the top 100 global advertisers.https:/a non-partisan academic research-base
144、d information tank in India that engages and informs the public about key aspects of human behavior or cognition in the digital world.The initiative and this report was in joint collaboration between Dr.Sumitava Mukherjee at IIT Delhi and Dr.Payel C Mukherjee at IIIT-Delhi.https:/digitalbehavior.iitd.ac.in