Holographic media is the visual part of the new era of spatial computing
But what does that actually mean?
Let´s define spatial computing
Computers in general are little helpers that can do stuff for you and provide you with information. Today they are becoming so small, powerful and invisible, that we do not only have one computer at hand, but we surround us with many of them. They come as tiny gadgets like smart watches, smart phones, smart clothes, smart refrigerators, flying drones or self-driving cars. And all those things are connected and talking to each other. This is what we call the Internet of Things. It is an integral part of the digital transformation we are already going through. Workers in smart factories are controlling entire supply chains with the click of a button on their tablet. Computers can become aware of their environment through 3D – scanning and mapping or through GPS. They know where they are and they can react to people, objects and other computers through speech recognition, computer vision and RFID. The complexity of our surrounding virtual helper network has become so big, that we need to start to visualize it in a different and understandable way. Humans are not designed to interact with small LED touch-screens that give us only a flat little window of control over the virtual world. Once we talk to our computers hands free, we need to see the results in our field of view. We need to augment our physical reality with a digital overlay. Basically we are going to be able to interact with the machines through virtual interfaces that are designed as they were there. We are already seeing this in the field of 3D construction through mixed reality solutions.
What is the state of Mixed Reality?
Within the next decade we are going to see an emerging market of virtual and augmented reality glasses that transform the way we consume immersive content. It transforms how we learn, communicate, entertain and train our-selves. For instance, VR glasses are already becoming an integral part of museums and exhibitions. Augmented reality helps companies to train their employees and to relate to their customers. All big tech giants like Microsoft, Google, Apple, Samsung, Facebook are investing billions in research of technologies. 5G, AI, light field technology, cybernetics or computer vision will be the drivers of the holographic future. We are just seeing the beginning.
What are the possibilities of holographic media content?
We can conclude the visual outcome of this development to a single term: interaction with media content will escape its two-dimensional nature of presentation and will be placed on a computing platform that completely surrounds you in 3D space. Yes, we are talking about three-dimensional holograms of virtual interfaces or objects that float in space. And the best part of it is, that in virtual space we can create anything thinkable. The creation of virtual spaces or objects and the design of virtual products or content are not bound to the laws of physics or economics – if you can dream it, you can build it. You can customize it in real-time, like you can walk through your unbuilt house and switch the color of your kitchen tiles. Or you can drive a customized car you haven´t yet purchased. Or maybe can design your own shoes and virtually wear them before they are produced. You will feel as if you were in the internet. Holographic media will have unprecedented impact on the way people work or consume experiences like presentations, events, games, sight-seeing, movies, shows etc.
And one thing will never change: brands and businesses want to engage with their audiences effectively – in reality and virtually.
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