Project Title: Augmented Reality,Virtual Reality,Mixed Reality

Submitted to:
Memoona Khaleel
Submitted by:
Farhana Akram,Maheen Khalid,Khanum Aziz,Bisma Mazhar,Usma

INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

Faculty Of Management Sciences
Bachelor’s In Accounting And Finance

Date: 23 April, 2019.

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TABLE OF CONTENTS

Augmented Reality
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Virtual Reality
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Mixed Reality
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Uses In Different Fields

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Uses In Business
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Uses In Pakistan
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Uses In Future
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REPORT:
Augmented Reality:
Augmented reality (AR) is a type of interactive, reality-based display environment that takes the
capabilities of computer generated display, sound, text and effects to enhance the user's real-world
experience.Augmented reality combines real and computer-based scenes and images to deliver a
unified but enhanced view of the world.
Augmented reality has many different implementation models and applications, but its primary
objective is to provide a rich audiovisual experience. AR works by employing computerized
simulation and techniques such as image and speech recognition, animation, head-mounted and
hand-held devices and powered display environments to add a virtual display on top of real images
and surroundings.

Virtual Reality:
Virtual Reality (VR) is the use of computer technology to create a simulated environment. Unlike
traditional user interfaces, VR places the user inside an experience. Instead of viewing a screen in
front of them, users are immersed and able to interact with 3D worlds. By simulating as many
senses as possible, such as vision, hearing, touch, even smell, the computer is transformed into a
gatekeeper to this artificial world. The only limits to near-real VR experiences are the availability
of content and cheap computing power.

Mixed Reality:
Mixed reality is a type of hybrid system that involves both physical and virtual elements. Many
experts describe mixed reality as the sliding scale between a fully physical environment with no
virtual elements, and a completely virtual environment.
Mixed reality is a term that is often used interchangeably with the term "augmented reality,"
although some contend there are essential differences.

Uses In Different Fields:

Augmented Reality:
Retail;
In retail, augmented and can be used in ways that help businesses move customers through the
purchase funnel. For example, augmented reality app ModiFace offers what it calls a Mirror --
essentially the user can look into a tablet and use the app to change eye color, makeup and the like.
The crazy thing is it looks pretty real. Think about it like this: It's a lot easier to spend money on
an expensive lipstick when you know it's going to look good on you. They also have other apps
that let you try hair color, nail colors, or wedding dresses.

Marketing;
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Marketing is a strong arena for augmented reality. Major motion pictures like Star Wars, Jurassic
World, Insurgent, The Avengers: Age of Ultron, and more others have released VR experiences to
generate interest, excitement, and a strong memory associated with the brand.
And in a more traditional sense, organizations like The New York Times or Savannah College of
Art and Design have used branded Google Cardboard units to either create brand awareness or
straight up sell ads.

Education;
There are numerous ways that all levels of education can use -- and already are using augmented
reality. At Google I/O in 2015, Google announced Expeditions, a virtual reality platform built for
classrooms. Students can use Cardboard to take guided tours of famous cities like Barcelona,
Spain, or inaccessible places like space.

Virtual Reality:
Air And Space;
Back in the 60s, Tom Furness, who is considered to be the grandfather of virtual reality, was at
Wright Patterson Air Force base working on VR solutions to solve various problems pilots were
having in the cockpit. The military still uses AR and VR technology in similar ways.
On the space side, NASA has been using VR at the Johnson Space Center in Houston, Texas to
train astronauts for spacewalks since 1992.

Health Care;
VR is used for exposure therapy at institutions like the University of Louisville. For patients
dealing with phobias of crowds, heights, or even public speaking, virtual reality can be a safe way
to practice being in those environments. They can get out of the situation easily, repeat it as needed,
and not have to worry about the unpredictability of the real world just yet.

Travel;
Getting to visit a location in virtual reality could help potential travelers make decisions like where
they want to visit, or even which hotel they want to book.Beyond that, companies like Marriott are
figuring out how to use VR. Last year, the hotel chain created a VR experience that let users
'teleport' to either a Hawaiian beach or the top of a skyscraper in London, as well as the rooms of
Marriotts in those locations.More recently, Marriott has been testing out VRoom Service. Guests
staying at specific locations could have a GearVR delivered to their rooms to view VR postcards
from places like Chile, Rwanda, and Beijing.

Mixed Reality;
Engineering;
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Mixed reality in engineering is slowly but surely becoming a game-changer. From 3D modelling
and virtual sculpting to remote repair guidance and project monitoring apps, there are various ways
in which the engineering sector has begun to take advantage of mixed reality devices. Using 3D
modelling apps on mixed reality devices, professionals are able to build their projects up in a
shared virtual environment so as to give them the best chance of spotting errors while also allowing
for real-time manipulation of designs that can then be evaluated and checked. Project monitoring
apps are also growing in popularity due to their ability to project 3D or 4D design models over
structures as they are being built. This can then help engineers and construction workers visualize
progress as well as inspect the quality of what has already been built.

Entertainment;
VR entertainment has been around for decades and because of this, it’s the most acclimatized and
most widely available of the three technologies from an entertainment perspective. Augmented
reality games and apps are coming out thick and fast since the success of Pokémon Go and there’s
little reason to suspect they’ll peter out anytime soon. However, mixed reality entertainment is
already here with companies like Magic Leap, Lucasfilm and Industrial Light And Magic all
looking to delve into mixed reality entertainment. Magic Leap’s attempt at mixed reality is a little
different to most, however. Using what they call a Dynamic Digitised Lightfield Signal, Magic
Leap’s tech projects images directly into the eye, without the need for it to bounce of an object and
then head towards the eyes. This tricks the brain into think the object is there, when in reality, it is
a projection.

Uses In Business:
Augmented Reality:
Retail;
Any smartphone or tablet can be an AR platform to create a shopping environment for customers,
whether that's within the traditional brick-and-mortar or online store. AR application company
Marxent helped Harley-Davidson create an iPad-based app that provides a virtual shopping
experience that gives customers the ability to try out body types, seats, lights and add other options
for a truly custom bike design.
An ecommerce-only retailer could use AR technology to create a three-dimensional shop that
virtually replicates the experience of shopping in a traditional store. Giving customers the ability
to try an item before buying it improves satisfaction and reduces costly returns.

Industrial Field Services;

Fieldbit, a leading developer of real-time augmented reality collaboration solutions, streamlined
field repair services for Israel's national water company by deploying AR smart glasses and a
mobile app platform. The solution enables dispatched field engineers to access real-time remote
help from experts or vendors located anywhere in the world.
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AR allows the remote expert to superimpose markings, message and diagrams directly onto the
engineer's field of view and the use of smart glasses ensures the engineer's hands are kept free to
simultaneously perform fixes.
Use of AR in the field can improve safety, reduce confusion and take the pressure off engineers
who can't possibly be experts in all technologies and infrastructures. AR can empower a mobile
workforce, linking workers to experts around the globe.

Design and Modeling;

AR app company Augment implemented an end-to-end AR solution for Watermark Products, a
leading supplier of inflight products for the airline industry. Using Augment's plugin, designers
visualize product mockups at scale via tablets. Rather than creating costly prototypes, clients are
presented with an AR experience that depicts side-by-side comparisons of new and old products
— allowing clients to quickly understand the impact of the proposed new products.AR can be used
as an aid to early-stage product design and development so designers can see a more precise view
of product form and functionality.

Virtual Reality:
Revolutionize The "try before you buy" Concept;
If your company manufactures and sells products, your world is about to dramatically change. VR
enables businesses to promote products in an entirely new way. Here's a great example: In select
U.S. markets, Lowe's Home Improvement customers can design their perfect bathroom or kitchen
and then, using VR, walk into the finished space and experience it — as a test drive.Customers
can share the designed room with others by exporting it to YouTube 360 and can view it at home
with a Lowe's-supplied Google Cardboard.To bring their virtual design to life in the real world,
the customer orders the products and services they've already experienced in the store's Holoroom.

Introduce Established Products To New Audiences;

VR experiences are a natural extension to the video gaming industry. But as VR becomes more
mainstream, gaming companies can expand their markets by introducing products to new
audiences. With specialized accessories, VR-enabled games won't require mastery of complicated
and sometimes confusing controllers.

Expand education and training programs:

During the past several years, eLearning has helped prepare students for jobs in many industries.
But where these programs can fall flat is training for jobs that demand hands on learning. VR can
bridge that gap with immersive learning simulations.

Mixed Reality:
Engineering and Design Modeling:
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Utilizing 3D modeling in engineering products is a tried-and-true method in most manufacturing

environments. Reviewing designs in a collaborative VR space offers novel opportunities as
traditional computer-aided design and modeling (CAD/CAM) technologies evolve.

Theft Protection:
Though primarily retail in its industrial application, theft protection is an emerging use case
utilized by large retailers to combat shrinkage of high ticket-value items.

Marketing and Entertainment:

AR and VR content marketing is a growing field for digital marketers looking to reach audiences
in new, engaging ways in order to compete with other online and mobile experiences.

Uses In Pakistan:
Augmented Reality:
Augmented reality in Pakistan is however a new concept but it sure is picking up as major telecom
and media hubs are starting to introduce it to their consumers in entertaining and user-friendly
ways. So the question arises, where does Pakistan stands amidst this exponentially driven industry?
To brief you on the situation, mentioned as follows are some of the few upcoming adoptions of
AR by different companies and startups.

WonderTree;
Wondertree is a startup that has developed a gaming platform to promote learning and therapy
through games. The platform has learning content and therapeutic exercises in form of games.
These games use AR technology which makes it efficient yet cost-effective. Every time a kid plays
the game the system measures the performance and issues a detailed report for it.

Jazz;
Jazz introduced an Augmented Reality (AR) billboard with the idea to excite cricket lovers in an
engaging way. The innovative campaign allows cricket to scan the billboard that would take
them to the video of their favorite player performing on a popular Pakistani song “Papu Yar Tang
na Ker” sung by Ali Azmat.

JANG Real;
Jang Real is an app that enables readers to watch news clips from their Jang headlines on their
mobile devices through Augmented Reality. You have to open the app and scan the main headlines
of Jang. This starts playing the news bulletin related to the headlines on your mobile device.
Readers can go through pictures and read the latest news online related to that particular news
piece.

Virtual Reality:
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Headsets;
In Pakistan, Bytes.pk has gone a step beyond selling. On its first anniversary of operations, the
online store, which features multiple headsets, has come up with an enticing offer; VR headsets,
for free.
The company has announced it will be distributing 10,000 headsets for absolutely no charge in an
effort to encourage mass adoption and promote content creation for these gadgets in Pakistan, as
part of the #VRPakistan campaign.
To get one, users simply have to visit bytes.pk, add the product to their cart and check out (before
all units run out).
The free headsets are set to be available in three batches on Friday, January 15, 2016, at the
following times:
4,000 headset giveaways at 12.00am
2,000 headset giveaways at 03.00pm
2,000 headset giveaways at 08.00pm
The remaining 2,000 headsets are set to be distributed at schools and colleges across Karachi.

Virtual reality has steadily grown in Pakistan since the company’s inception, but Pakistani content
for virtual reality devices has not grown at a similar pace – a void bytes.pk hopes to fill with this
campaign.

Uses In Future:
Virtual Reality:
TRAVEL INDUSTRY:
Instead of flying around the world, you could enter the world of Virtual Reality. With VR headsets
advancing so rapidly we are left to think “What’s the next thing?”. Soon we might have full body
VR suits that simulate temperature, wind and a variety of other sensations from the environment
we are transported to.

MOVIES:
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Wouldn’t you like to see a Hollywood blockbuster that is completely VR compatible? Well, it’s
coming. Large movie studios are already looking into it.

BUSINESS:
Imagine how much money you will save by attending virtual conferences. Businessmen and
women from all over the world will no longer need to fly, stay in hotels and eat at fancy restaurants.
Instead, from their home offices they simply put on their virtual reality goggles that are linked to
a real time feed and they are at a conference in Vegas for example That way they can explore and
interact with people just as if they were there.

Augmented Reality:
The future of Augmented reality will probably be focused on video games mostly since it provides
a lot of space for creativity. The latest smash hit Pokemon GO is based on augmented reality and
it was a huge success for a while.
Apart of that there will also be improvements in sports, for example NFL players will have helmets
that provide some crucial stats, quarterbacks will see open targets more clearly and so on… It will
enhance humanity and the world we live in, in many ways.
Augmented Reality is already everywhere then as it has been made extremely popular by hit games
and social sharing. The Ikea app for iPhone and Android shows another amazing use for this type
of technology. The app allows you to see what pieces of Ikea furniture will look like in your home
by overlaying digital renderings of them when you look at your home through your mobile. Ikea
has over 545,000,000 customers a year and over 217,000,000 catalogs are shipped every year.
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