Briefing of the VR AR MR technical trends Application in variety industries Case study : VR MR in the marketing How to catch the eyeball in the Show

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By 喜杰思互動科技
CJS Interactive
Faust / 2017/11
2017

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個人簡介 Profile:
17年數位娛樂產業資歷，數位遊戲開發 運營 發行， VR/AR項目開發投資、IP授權、產業分析
學經歷 Experience:
東京藝術大學 媒體藝術研究所 先端藝術專修
米多利傳播娛樂 總經理
索尼影視娛樂 視覺特效助理導演
雷爵網絡科技 海外商務總監
資策會數位教育研究所 正規畫師／數位內容學院計畫 國際合作經理
AUTODESK 歐特克 傳媒娛樂產業解決方案 亞太區經理
摩伊移動娛樂科技 總經理 / 樂動卓越科技 海外商務總監
台灣虛擬與擴增實境協會 (TAVAR) 商業顧問
喜杰思互動科技 執行長
富盈資本 聯合創始人
擅長領域 Categories :
Digital Media | IP Licensing | Entrepreneurship | Leadership | Game Design | Innovation | Industry Analysis | VR Technology
Film production | VFX | 3d Animation | VR Content distribution
周 佳君
Faust Chou

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www.tavar.tw

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Index
• AR VR MR 產業概況發展介紹與產業應用趨勢
•參展模式展覽相關應用案例分享

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VR(Virtual Reality)
Virtual reality (VR), which can be referred to as immersive multimedia or computer-simulated reality, replicates
an environment that simulates a physical presence in places in the real world or an imagined world, allowing the
user to interact in that world.
The Foundry’s interpretation: Virtual reality is the umbrella term for all immersive experiences, which could be
created using purely real-world content, purely synthetic content or a hybrid of both.
Definitions

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360VR VIDEO
lso known as immersive videosor spherical videos, are video recordings where a view in every direction is recorded at the same
time, shot using an omnidirectional camera or a collection of cameras. During playback the viewer has control of the viewing
direction like a panorama, a form of virtual reality.
Definitions

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AR(Augmented Reality).
Definitions
Augmented reality (AR) is a live, direct or indirect view of a physical, real-world environment whose elements are
augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data.
The Foundry interpretation: Augmented reality is an overlay of content on the real world, but that content is not
anchored to or part of it. The real-world content and the CG content are not able to respond to each other.

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MR(Mixed Reality) - AV VS VA
sometimes referred to as hybrid reality—is the merging of real and virtual worlds to produce new environments and
visualizations where physical and digital objects co-exist and interact in real time.
Definitions

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MR(Mixed Reality) -
AV 擴增實境 VA 虛境擴增

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Devices
Q4 2016
Windows 10 VR
+ PC or Laptop
Microsoft
All-in-one
Deepon
3 Glassis
…

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MOBILE Lead
VR FIRST

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PC Lead
AR to MR

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VR/AR應用領域

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VR動畫/電影 VR(360度)演唱會 VR(360度)直播
(運動、競賽、選舉辯論)
• Baobab Studios
2015年12月獲得 600萬A輪投資
國內:
•跨視代 Lamigo 總冠軍賽
歐美
•Next VR+ Fox Sports
•Next VR +CNN
2015年11月獲得 3000萬A輪投資
• Next VR+ 酷玩樂團
主流VR影音娛樂類型

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VR手術模擬 / 即時同步 AR診斷 / 外科訓練

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汽車設計模擬 工廠生產線設計模擬

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360 Tour VR 旅遊體驗 VR 旅遊 互動 社交
旅遊未來發展

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Retail

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主流VR/AR房產應用

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工程模擬 /訓練 / BIM 工程視覺化

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「沉浸式互動射擊模擬系統」
中山科學研究院航空研究所
Dismounted Soldier
Training System
Intelligent Decisions

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360度旅遊教學
Google Expeditions
(Google Cardboard)
主流VR教育運用
虛擬科學實驗室
zSpace
(AR 眼鏡+可追蹤頭部移動軌
跡的電腦螢幕)
VR訓練課程
Speech Center
(Gear VR)

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沉浸式車輛研發測試 VR試乘/試駕

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EXHIBITION

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LIMITED TIME
LIMITED SPACE
LIMITED TOPIC

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LIMITED TIME
LIMITED SPACE
LIMITED TOPIC
CATCH THE EYEBALL
MEMORABLE
AUGMENTED
IMPACT
IMMERSIVE
NOVEL

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we can transport our clients to real or imagined places
instantly. Take them on a virtual walk around an
apartment or hotel suite that may not even be built yet,
do a tour round your factory or office place.
With VR

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With high media and public interest in VR early adopters can
benefit from favorable media exposure.
Four Elements in VR
Immersive
Impactful
Novel
Memorable
Users wearing a headset are completely immersed in the content
meaning fewer distractions and more attention on the message.
The intensity of a VR experience is greater than traditional media
generating strong emotions in its users which are linked to
real behavior change.
Human brains are built to remember events linked to locations,
this means that VR experiences have a longer trace in the
audience’s memory.

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Four types of experience
親臨體驗
Personal
Presence
全景沉浸
Immersive
Experience
走入幻境
Virtual World
Exploration
虛實整合
From Virtual
to Reality

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78
Catwalk VR Experience / TopShop
“Best Hybrid Event / Best Virtual Event” (2014 Event Tech Award)

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British Army VR Recruitment Experience

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Teleporter/ Marriott Hotel

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"Ascend the Wall" experience/ HBO

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Sensorium/ Boursin

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#Sudden Exploration / North Face (Korea)

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Old Irish - Virtual Journey to Ireland

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we can take the physical world and combine it with the
digital world giving brands the ability to engage with their
consumers before, during and after making a purchase of
their product.
With AR

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88
Outdoor AR
Technical Requirements:
• Tracking (GPS, compass ,etc)
• Display (Handheld, headmounted)
• Input devices
• Processing, networking
Using mobile /wearable systems to overlay AR
content outdoors

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89
Outdoor AR - Applications
Tourism、Architecture、Gaming、Engineering...,etc.

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91
Unbelievable Bus Shelter / Pepsi Max
2015 Gold OBIE Award Winner (OAAA)
Advertising Agency: AMV BBDO, London, UK
This bus shelter execution illustrates that OOH
has become one of the most engaging,
interactive, and innovative media in the world.
Through the brilliance of AR, Pepsi Max
masterfully disrupted a standard shelter and
captured the attention of consumers who
passed it.
- Stephen Freitas, OAAA chief marketing officer
“
”
Case 1

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92
#FreeTheJoy AR game/ Cadbury
Case 2
A motion screen at Waterloo Station in London featured
an interactive game using AR where people walking by
were encouraged to try and catch virtual objects on the
screen that gave them joy.
Winning involved hitting objects with hands or kicking to
burst the objects on the screen. The winners got a
Cadbury chocolate bar.
Advertising Agency: Elvis Communication
現場觸及人數
168,000
FB觸及人數
1.6M
Twitter貼文
觀看次數
3M

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Some ideas For expo event

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360 degree virtual meeting

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Attend shows as a robotic, VR attendee.

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Attend shows as a drone , VR attendee.

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AR for outdoor event

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Q&A

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Thank you
Faust Chou /CEO CJS Interactive
Mobile: +886-988-367-555
TEL: +886-2-23122760
E-mail：faustcare@gmail.com
QQ: 2068996851
Skype: faust_chouwww.tavar.tw