Extended reality (XR) is cool, there’s no denying that. AV professionals should all want to get their hands on this technology and experiment with its possibilities. And not just for fun … it makes financial sense to do so. According to an August 2021 report by Market Research Future, the XR market was valued at $27B USD in 2018, but it is expected to reach $393B USD by 2025 ($670B globally).
With the increased use of XR by consumers (especially in gaming), it won’t be long before those consumers start demanding the use of this interesting technology in their workplace as well. From creating immersive experiences to helping customers visualize conference room makeovers, there’s no doubt XR has a place in pro AV and at InfoComm 2021.
Ahead of the show, we spoke with InfoComm 2021 exhibitors to explore what extended reality trends AV professionals should be aware of before they head to Orlando.
1. Expect Fast Growth by XR in ProAV
“A key trend that will be showcased at InfoComm 2021 is the acceleration and implementation of XR technology in AV spaces. XR stage and virtual studio technology is still relatively new, and really accelerated in growth due to many rental and staging companies using their dvLED panels and turning them into virtual studios to stay afloat. The ability to create virtual backgrounds with LED screens is not only being utilized in Hollywood and tradeshows, but also in virtual concert experiences such as KCON and their virtual KCON:TACT concert series. As the technology continues to develop, LED displays increase their technological advantages over traditional green screens while also being a better economical fit for XR technology.”
—Jason Polk, Marketing Coordinator, Absen
2. 3D Holographic Signage is Taking Off
“3D holographic digital signage is one of the latest cutting-edge forms of XR available. People in most developed countries are exposed to thousands of 2D adverts and content every single day. This leads to 2D saturation. 3D holograms have been proven to reignite emotional and visceral connection with consumers, leading to increased dwell-time and an uplift in sales. This is why brands like Coca-Cola, Nike and Walmart are using companies like HYPERVSN to develop new and exciting content and sales campaigns. It’s essential for professionals within the ProAV Industry to understand more about 3D holography and why they should be offering this amazing new XR technology to their customers. Many of these leading household brands are moving over to 3D and so it’s essential to be at the forefront of this whole new world”.
—Christy Weeks, Senior Brand Manager, HYPERVSN
3. Quality is Key
“Extended reality is an exciting technology that not only saves time and money, but also continues to raise the bar for immersive experiences. As it’s evolved, an essential piece to the workflow has emerged: the benefits of high-resolution image capture. Quality is key when creating a computer-generated environment look realistic. Extreme resolutions provide incredible definition, as well as a smoothness that comes from making aliasing invisible when super sampling, which make it ideal for immersive experiences. Now more than ever before, creatives of all abilities and budgets are taking advantage of the accessibility of high-resolution cameras, all the way to 12K.”
—Bob Caniglia, Director of Sales Operations for the Americas, Blackmagic Design
4. COVID-19 Accelerated XR Applications
“COVID-19 accelerated investments in XR for all sorts of applications — including collaboration, teaching, simulation, visualization and more. It also accelerated the need for shared immersive spaces. Shared immersive technology enables you to take any digital content, including immersive 360° and VR content, and put it into a shared space that anyone can use — the room itself becomes a macro-tool (like a giant VR headset that whole teams can get inside). With Igloo technology, companies around the world are transforming the traditional meeting room so their teams can work faster, smarter and better, surrounded by all their usual digital tools and apps.”
—Devin Sejdi, Senior VP of Sales North America, Igloo
5. XR is a Problem-Solver
“One macro trend is that our workspace needs are constantly changing, and the rate of change is accelerating. Stakeholders need to understand everything from the broad view to the minutiae of office changes and find alignment rapidly, yet traditional design tools have fallen short. Virtual reality (VR) has unique potential to solve these problems better than any other medium, but slow, outdated workflows have held it back, too. Finally, we’re seeing a new trend of VR-based tools that are purpose-built and dramatically faster, allowing teams to adjust an entire space and all the AV technology in minutes — giving them full confidence in the decisions they’ve made.”
—Ken Brueck, Founder, Modus VR
To see the latest extended reality solutions for pro AV, visit these manufacturers and more InfoComm 2021.
To stay up-to-date with the latest show news, visit our InfoComm 2021 microsite.