{"id":1217,"date":"2018-06-07T00:00:00","date_gmt":"2018-06-07T00:00:00","guid":{"rendered":"http:\/\/kopius.wpengine.com\/augmented-world-expo-2018-a-recap-through-the-eyes-of-valence-e7ddafd671f\/"},"modified":"2025-05-16T08:41:23","modified_gmt":"2025-05-16T15:41:23","slug":"augmented-world-expo-recap","status":"publish","type":"post","link":"https:\/\/kopiustech.com\/es\/insights-innovation\/augmented-world-expo-recap\/","title":{"rendered":"Augmented World Expo 2018\u2014 a recap through the eyes of\u00a0Valence"},"content":{"rendered":"

Augmented World Expo 2018\u2014 a recap through the eyes of Valence<\/h1>\n\n\n\n
\"\"
Matthew Carlisle\u200a\u2014\u200aDirector of Technology<\/figcaption><\/figure>\n\n\n\n

Several of us engineers and developers from Valence spent the last few days of May at the 9th Annual Augmented World Expo (AWE) in Santa Clara, California. Since not everyone could attend, I thought I\u2019d share some insights and impressions, since it was a pretty amazing (um, should I say awe-<\/em>inspiring?) experience!<\/p>\n\n\n\n

Valence was one of the few service providers there, possibly because AR hasn\u2019t reached mass adoption yet. There\u2019s been a ton of interest (remember Pok\u00e9mon Go?) and some cool demo projects, but it hasn\u2019t fully caught fire. At least not for the mass consumer market. Yet. (More on that below\u2026 keep reading!)<\/p>\n\n\n\n

Here\u2019s what I DID notice at the Augmented World Expo, though. It looks like wearable AR glasses are making a come-back. For a while, there was mainly just Microsoft\u2019s HoloLens<\/a>. Of course, that was after the Google Glass experiment, which turned out not to be such a great success. Perhaps it was simply before its time, or perhaps too consumer focused given the $1,500 price tag, or perhaps not focused enough on privacy. Whatever the reason, things went south for a time.<\/p>\n\n\n\n

But it definitely looks like the technology is on the rise again, this time more aligned with enterprise and industrial uses. At AWE, there must have been over 30 manufacturers of various grades of mixed reality glasses, screens, etc. Companies like ODG are innovating and creating devices kind of like chunky sunglasses with a phenomenal amount of power and a visual experience that\u2019s top of the line.<\/p>\n\n\n\n

There\u2019s a huge variety, too, with multiple kinds of products entering the marketplace. You have full-immersion 3D AR, like HoloLens and the ODG offerings (some of ODG\u2019s products are made for gaming and offer theater-quality visuals).<\/p>\n\n\n\n

Then there are industrial or enterprise options for the factory and warehouse. One company that caught our eye was RealWear<\/a>, which manufactures tough, helmet-mounted AR goggles with voice activation for workers and technicians. These are not 3D or immersive, but they are a way to add data, value, and functionality to the experience\u200a\u2014\u200athink tutorials on how to make a repair on-site, like while you\u2019re looking at a broken carburetor or wind turbine.<\/p>\n\n\n\n

They\u2019re all great for a hands-free, heads-up work experience, say in hazardous environments. Or for adding to 3D development projects, like in real estate or city planning. There\u2019s a lot of interest in the health care field and other commercial uses, as well.<\/p>\n\n\n\n

Costs are coming down, but the devices are still expensive. That\u2019s why there is a lot of experimentation all around, and we have yet to see mass adoption or any wide-scale use of this technology, especially in consumer markets. That\u2019s actually a normal pattern for technology adoption, especially when it comes to hardware.<\/p>\n\n\n\n

For now, the main energy in AR for consumers seems to be coming from the mobile handset universe. It has started to become widely adopted at this point, with movie premiers using AR to engage fans and grow audiences, IKEA<\/a> and Home Depot joining the fray to help consumers visualize their purchases, and cosmetics retailer Sephora enabling consumers to try virtual makeup<\/a> without leaving the house.<\/p>\n\n\n\n

Surprisingly, there were very few mobile AR vendors or developers at AWE. I\u2019m not sure why that it is. Maybe because mobile AR has moved from being cool to just being something everyone can do\u200a\u2014\u200aespecially with new tools like Apple\u2019s ARKit<\/a> and Google\u2019s ARCore<\/a>. Or perhaps it\u2019s not considered \u201creal\u201d AR, but simply a mobile experience.<\/p>\n\n\n\n

At the Augmented World Expo, Tony Parisi<\/a>, Head of AR\/VR ads for Unity and an AWE speaker had a really interesting take<\/a> on this duality, contrasting the high-end AR headset market for industrial use and the consumer market\u2019s more entertainment-oriented approach to the technology.<\/p>\n\n\n\n

At Kopius, we design digital experiences<\/a> for our industrial and enterprise clients, so they can access the best of both worlds at once: the real world in front of them plus the virtual world of critical information, data, and context.<\/p>\n\n\n\n

We were awe<\/em>struck by our time at AWE, and we\u2019re back home imagining the possibilities. Interested in hearing more? Contact us<\/a>, and we\u2019ll start you off with a demo, to show how remarkable this technology can be!<\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

We attended the 9th Annual Augmented World Expo in Santa Clara, California.<\/p>","protected":false},"author":10,"featured_media":1659,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[96,1,61],"tags":[95],"class_list":["post-1217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ar-vr","category-uncategorized","category-valence-news","tag-conferences"],"acf":[],"yoast_head":"\nAugmented World Expo 2018\u2014 a recap through the eyes of\u00a0Valence - Kopius<\/title>\n<meta name=\"description\" content=\"Several of us engineers and developers from Valence spent the last few days of May at the 9th Annual Augmented World Expo (AWE) in Santa Clara, California.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kopiustech.com\/es\/insights-innovation\/augmented-world-expo-recap\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Augmented World Expo 2018\u2014 a recap through the eyes of\u00a0Valence - 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