A new study conducted by Magid, a consumer-centred business strategy and research company, has revealed that both VR and AR can play a crucial role in enhancing brand perception.

The study, which comprised a series of focus groups in Los Angeles and New York along with tech enthusiasts who had earlier experience of VR, revealed that while VR content was found to drive emotion, the AR content was making more sense for daily...

An optimistic analysis on the augmented reality (AR) market from Gartner: the analyst house has predicted 100 million consumers will shop in AR online and in-store by 2022.

The findings appear in the company’s latest report – ‘Include 5G and Next-Generation Wireless in Roadmaps to Elevate In-Store Retail Customer Experience’ – whose title is more of a command than a comment. Gartner argues...

Nissan and NTT DOCOMO have put Nissan’s 'invisible to visible' technology through its field test in a moving vehicle, using DOCOMO’s fifth-generation mobile communications connectivity.

Invisible-to-visible (I2V) is a future Nissan Intelligent Mobility technology that merges the real and virtual worlds. Combining information from sensors outside and inside the vehicle with the data from the cloud helps...

Nintendo’s gaming and construction toy platform, Nintendo Labo, will be launching the Nintendo Labo: VR Kit next month.

The Nintendo Labo: VR Kit, which is the fourth kit in the Nintendo Labo series, aims to create a simple and shareable VR experience for users. It provides tools that allow them to make DIY cardboard creations, called Toy-Con. This allows them to play a variety of games and discover how Nintendo Switch technology brings it all to life. 

The VR Kit offers six new Toy-Con creations...

Canadian software firm NexTech AR Solutions has upgraded the user experience (UX) for its patent-pending web-enabled augmented reality (AR) platform.

Users, with the help of the newly improved UX, feel as if they are inside an app through 3D virtual AR objects in a location and then “placed”. As soon as the virtual 3D object is “placed”, users can move their camera left and right whereas the object...

London-based digital agency Brandwidth has created a new Toyota hybrid augmented reality (AR) application for Toyota GB, which will give Toyota customers an inside look of the car brand’s C-HR model.

The application uses AR and objective recognition software to overlap graphics of the inside of the Hybrid drivetrain onto physical vehicles, which will help customers understand the working of the system through an iPad app...

MWC19 The upcoming MWC19 in Barcelona will evidently be a treat for DC Comics’ fans, as they will be able to witness Batman in action and fighting his nemesis The Scarecrow in mixed reality (MR).

The demonstration, which is a joint work between AT&T, Ericsson, Intel, Warner Bros., and DC, is a combination of VR and AR, coupled with 5G technology and edge computing. This show will run on a fully integrated 5G network, which...

Great Ormond Street Hospital Children’s Charity (GOSH Charity) has launched a virtual reality tool aimed at highlighting the impact of its fundraising on the hospital.

The tool, which was put together with creative agency Rewind, offers a VR tour which offers users the opportunity to explore the hospital’s facilities and wards. Also included are services such as the chapel, play and sensory rooms, which have all benefited...

USA TODAY has launched its first entertainment AR experience, called “Oscars AR: The Costumes and Creators”, ahead of the approaching 91st Academy Awards. The technology will allow audiences to get up-close and personal with the costume designers and their creations from major nominated films.

The partnership between USA TODAY’s emerging technology team and USA TODAY’s life team would give viewers...

Spanish airline Iberia and German VR tech firm Inflight VR have collaborated to incorporate the latter’s technology in the airliner’s fleet. After completion of trials, VR glasses will be available on Iberia’s two daily flights to New York, operated by A350-900 aircraft and the Madrid-Tel Aviv route, offered every day with an A330 -200.

The agreement between the companies will last for six months, which will...