FIRA Barcelona, Gran Vía
1-4 February 2022

RISE Spotlight: XR in Today’s RealityOn the Sofa

Why lockdown has accelerated XR usage

XR has developed in leaps and bounds over this past year, yet there is still more to come. Raffaella Camera, who recently drove XR strategy at Accenture, gave an informed insight into trends within the VR and AR markets, and offered predictions about the sectors that are set to benefit most from these technologies.

Since its breakthrough in 2010, the variable world of XR has continued to secure fans and followers alike. Along with the development of its technologies and the global phenomenon of so many people staying at home this year, the 2020 isolation has accelerated XR’s use, particularly on the consumer side.

“We thought the explosion and true usage of AR in VR wasn’t going to happen on the consumer side until 2023,” Raffaella told TNW’s Már Másson Maack . “Being isolated at home has allowed for interaction with brands and products which has forced companies in general to accelerate the usage of AR in VR in a cross-platform solution.”

Watch the full session here

YouTube

By loading the video, you agree to YouTube's privacy policy.
Learn more

Load video

“2020 has definitely taught us to leave behind a little bit of our purist views of AR and VR and embrace the technology in 2.5D and full 3D,” she continued.

We are increasingly seeing the use of XR appearing in our everyday lives; in most cases we are not even aware of it, as can be seen for example in the use of the multimedia messaging app Snapchat.

“I consider Snapchat to be the pioneer and inventor in anything to do with AR.” said Raffaella.  “They took AR and created the lenses many years ago, making it commonplace for everyone – to the point where people don’t even think of it as AR, they just think of it as a lens. Now I think shopping, events and music concerts will all follow that same process.”

As Accenture XR looks towards the next few years, there are high hopes for XR in 2023. With the launch of new products and services, we are just getting started: “We’re anticipating the launch of new models of AR glasses for consumers. We also expect to see improvements in display and optics and certainly the proliferation of 5G so you can stream and access content that is a lot heavier than what you stream directly on the web today,” concluded Raffaella.

Our sponsors and partners

Presenting Show Partner

KNX

Bronze Sponsors

Sennheiser

Platinum Sponsors

Jabra
Lang AG
Shure
Sound United
Crestron

Media Partners

Installation
CASADOMO
A1 Lighting
Education Technology
HC Home Comfort&Design
A1 Retail magazine
proaudio.tech
InPark Magazine
Residential Systems
Score Magazine
proaudio.tech
Business Partner PBS
ECN - Electrical Contracting News
Future
SYSTEM INTEGRATOR MAGAZINE
IT Business
InfoAV China
Digital AV Magazine
Conectronica
ON OFF
instalia.eu
ISP Integración
Connected Home & Business
Inavate APAC
AVNation
Production Partner
AV Technology
POS-Manager Technology
a&s Adria
Essential Install Commercial
LightSoundJournal
Lighting&Sound America
OFFICE ROXX
POS-Ladenbau
Mediavision
Panorama Audiovisual
AV News
iXtenso.com
Inavate EMEA
IT-Markt
ISP Audio & Light
Event Partner
Doctor ProAudio.com
Hotel Management International
Electricien+
Lighting Asia
AV Magazine
ProMediaNews
Ebner Media Group
UC Today
Grupo eventoplus
Domotica.it
smartintegracionesmag.com
AV-views
Mediakwest
Media BIZ
Resolution
Sign and Display
asmag.com
Sound & Video Contractor
IT Reseller
DCN
Pro AVL Asia
Systems Integration Asia
FKT
InAVate Russia
Essential Install
Smart Intégrations Mag
AVI Latinoamerica
IntegrationMag
DA Retail
Educacion 3.0
AV magazine
University Business
ESMARTCITY
AV-SIGNAGE
TPV News
Sonovision
CE Pro US
KommunikationsRaum
AVREPORT.ru
AVintegracje Magazine
SignPro Europe
Systems Contractor News
HiddenWires
Pro AVL MEA
Commercial Integrator US
display Verlags GmbH
Professional System
AVNews.hu
KNXtoday
Tecnohotel
Sistemi Integrati
Connessioni
OnlineLightExpress.in
Light & Sound International
Independent Education Today
Digital Security Magazine

Gold Sponsors

Barco
Lenovo

Associate Partners

Wildwood PR
ISCVE

Silver Sponsors

Televic