The document discusses augmented reality (AR) and its applications in manufacturing and other industries. It provides an overview of AR, including its key features of overlaying virtual objects on the real world to enhance user experience. Examples are given of using AR for remote repair instructions, visualizing consumer products at home, and enhancing navigation with driving directions overlaid on windshields. The document also discusses industry use cases for AR in manufacturing, transportation, customer experience, and investments in AR by sector. It analyzes the potential of AR to improve productivity in areas like manufacturing and maintenance.

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Market overview
Augmented Reality in
Manufacturing
Moderator: Lucian Fogoros, IIoT World
Speaker: Mike Quindazzi, PWC
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3 global megatrends driving AR and IIoT

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#1 People are changing

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#2 Economic power is shifting

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#3 Technology advances are accelerating

6. PwC Digital ServicesAutomation now
The world is
becoming more
Automated…
IoT automation
digital labor
digital
twins
AR/VR
intelligent digital
automation artificial intelligence
SCM
automation
value of big
data
intelligent process
automation
IIoT
impact on employment
digital co-bots
digital transformation
work, not jobs
software
robotics
new business
models
robotics
future of work
bots

7. PwC Digital Services

8. PwC Digital Services
Further augmenting human capabilities and hacking our senses
8

9. PwC Digital Services
AR taking decisive steps, with an impressive outlook for future growth
First head-
mounted display
system
1st & Ten line
computer
system is
broadcast by
Sportvision
The first
consumer grade
VR devices were
made widely
available
Google
Streetview
Car
Manufacturers
begin to use AR
Google
announces
shipment of
Google Glass
Magic Leap
announces the
largest AR
investment to
date of $50 M.
AR + VR
investment
reach $1.1
billion
8 11 15 22 25
1 9
29
58
83
2017 2018 2019 2020 2021
VR AR
Market forecast
in USD BN
AR: 83
Market forecast
in USD BN
VR: 25
Maturity of AR:
high potential
5-10 years until
Plateau of
Productivity
Maturity of VR:
slowing down
potential
2-5 years until
Plateau of
productivity
2025
VR/AR
market
in $680 bn
1968 1991 1998 2007 2013 2014 2015 2016 2017 … 2021 on onwards
Sources: Credit Suisse
Source: Digi-Capital

10. What is it? Features
Technology Scorecard
Technical Viability
Vendor Presence
Market Presence
Adoption Horizon
Cost Magnitude
PwC Insight
Taxonomy
Type Domain Sub-domain
HighMediumLow
HighMediumLow
LowMediumHigh
Present MarketMediumNascent
MatureEmergingNascent
Augmented Reality (AR) is the addition, or
augmentation, of the physical world via a
data or graphical overlay of information
or visuals. AR aims to provide
supplemental technology and data to
improve the user experience for a task or
product and has found many uses in both
the consumer and industrial markets. AR
is dependent on supplemental devices
(wearables, phones, headsets) to render
and display information, which enable a
user to view the real world with an added
overlay. AR is distinct from Virtual Reality
(VR) which is designed and used to re-
create reality within a confined
experience. AR shares many traits with
“Mixed Reality” which aims to merge AR
and real life interaction so as to blur the
boundaries of our digital and physical
world.
• Virtual objects that create another level
of interaction with a user that could not
be experienced from the physical object
alone
• Connects and overlays relevant
information from the user's given
ecosystem (other users, location,
landmarks, etc.)
• Enhances visualization of a real-world
environment
• Requires output device or a headset for
further immersion
Field workers and military
personnel could use augmented
reality head-ware to overlay
instructions to complete
maintenance and repair tasks for
vehicles and other machines.
Prior to purchasing an item for a
home, AR allows consumers to
visualize what the item would look
like and how it would fit in an
allocated space. Imagine viewing a
new couch in your den, prior to
making the purchase.
Using augmented reality on vehicle
windshields could help provide
interactive GPS instructions as well
as other useful information on the
dashboard, keeping a driver
informed with their eyes still on
the road.
Augmented reality has great potential to enhance many business
processes and workers by overlaying computer generated information
over the real world. Analysis shows there are 110 million desk less
workers in the world whose job it is to fix, repair, or install products
and/or services (doctors, service technicians, factory workers, truck
drivers, etc.). AR is more focused on the enterprise where there are
tremendous use cases. Until a cost effective solution is delivered for
consumers it will continue to be a novelty in the consumer space.
Technology End-Point Visualization
AR
Synthetic Overlay
Aliases:
Augmented Reality
Real-time repair
instructions
Visualize products Transportation
In Practice

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Augmented Reality investments by industry
11

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5 keys to reimagine #AR and #IIoT in the future of work

14. PwC Digital Services PwC New Services | 14PwC New Services & Emerging Tech | 14
CORE CAPABILITIES:
• AR research and trends
• AR strategy
• AR innovation workshop
• AR prototyping and proofs of concept
• AR vendor evaluation analysis
PwC can work with clients to
identify and seize opportunities
to invest in AR technology.
INDUSTRIAL MANUFACTURING
Real-time instructions
GE is using Augmented Reality headsets to provide line-
of-sight information to workers for a variety of tasks
including wind turbine wiring and warehouse picking. The
company saw productivity improvements of more than
30% when workers began using the devices. Wearable
AR devices reduce errors by providing explicit guidance
overlaid and in context of the work being done, and also
speed repairs because workers don't need to step away to
review an instruction guide.
Our experience
Next in Tech Briefing
AUGMENTED REALITY
CONSUMER PRODUCTS
Increasing safety and
context on the road
WayRay, a Swiss-based firm is using augmented reality
technology to develop holographic navigation systems
for the connected car. The company applies the
principles of aerospace technology to land navigation,
overlaying the physical world seen through the vehicle
windshield with driving directions, traffic information and
more. WayRay is partnering with Chinese firms Alibaba,
Banma Technologies, and SAIC Motors to integrate its
navigation technology into SAIC Motors' 2018 models.
TRANSPORTATION
Enhanced route maps
AR can be used to overlay useful information on
maps, such as delays, routes, events, and more, by
pointing a phone or other mobile device at it. The
iPhone app Tunnelvision overlays information for
users who point their phones at a New York City
subway map. The app provides information such as
how crowded a station is likely to be and where trains
are as they travel along the lines.
CUSTOMER EXPERIENCE
Try before you buy...
at home
Ikea is working with Apple to introduce an AR
shopping experience on the iOS11 and iPhone8.
Customers will be able to view ~500 Ikea products in
their home with an app. This will allow them to see
how an item will look in their space and confirm
whether or not it will fit. Ultimately, customers will be
able to buy with the app, creating a seamless virtual
shopping experience.
Industry Use Cases

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