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...

Consulting company Oz has launched what it has described as a first-of-its-kind application aiming to bring an augmented reality (AR) environment to physician detailing.

AR-Detailing will allow biopharma sales representatives to have a lot more immersive detailing experience with physicians on treatments. It will also educate them on health conditions and diagnostics. This becomes essential for specialised treatments where...

Remember the positivity around Gartner’s recent analysis of the augmented reality market for retail, as this publication outlined earlier this week? A new report appears to have put a dampener on that optimism – at least with regards to user interest and familiarity around the technology.

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...

HTC VIVE has announced that its latest Focus Plus headset will be available for sale from April 15.

The product can be ordered from Vive's website and will cost $799. Vive Focus Plus features the latest fresnel lenses that offers a sharper visual to reduce any screen door effect meeting the needs of enterprise customers. The newly added dual 6DoF controllers help users to blur the lines between reality and VR in addition...

French software firm ESI Group and AR software solutions provider Diota have vowed to solve issues related with factory assembly and in-service maintenance via an end-to-end solution, which leverages digital data to provide improved productivity, quality and traceability, thereby negating operational risk.

The solution, called IC.IDO, is a dedicated VR solution designed to help engineers identify design risks as early as...

The vast majority of technology executives surveyed by global law firm Perkins Coie say they expect immersive technologies of virtual, augmented and mixed reality to become as ubiquitous as mobile devices within six years.

The research, conducted alongside the XR Association, noted the state of investment in the space, which surged in late 2018. Q4/2018 saw spike in global venture capital deal value to $1.7 billion in AR and...

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...

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 Microsoft has announced the launch of HoloLens 2 at MWC Barcelona, with the augmented reality (AR) headset being described by the company as an 'important milestone.'

The headset, which will be available later this year at a price of $3500,  has been launched with focus on three specific areas of improvement; immersion, comfort, and time-to-value. HoloLens 2 has a more than doubled field of view combined with holographic density of 47 pixels per degree of sight, alongside eye-tracking sensors and...

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...

Toronto-based VR and AR developer Dark Slope recently closed a seed-funding round in which it accrued more than £1.17 million.

These funds will be utilised to increase the company headcount and develop the company’s free roam technology and its enterprise product line, along with supporting the release of future VR and AR experiences. The company also announced the launch of its first product, the Scarygirl Mission...

Of all the exciting, time-saving and useful apps out there today, mapping sits somewhat between a rock and a hard place. The maps themselves are vital, but the direction sometimes isn’t.

If you take a look on any busy high street with people staring at their phones, several will be working out just in which direction they have to go from their map. Increasingly – as this reporter can testify from personal...

The British Army is working with Bohemia Interactive Simulations, a US-based developer of advanced military simulation and training software, to demonstrate the potential of virtual reality (VR), machine learning and cloud computing for the Army’s Collective Training Transformation Programme (CTTP).

A series of training events will be provided by BISim for the pilot programme that will demonstrate VR and mixed reality...

US software firm Niantic has announced that it is raising $245 million (£190m) in a series C financing round to help broaden its gaming offerings and ‘maintain its lead in augmented reality (AR) experiences’.

The funding round will be led by California-based Institutional Venture Partners (IVP), along with strategic investors like Samsung Ventures, aXiomatic Gaming, Causeway Media Partners, Battery Ventures,...

It’s an increasingly common sight on pavements and roads; people standing semi-aimlessly, phone in hand, frequently checking the GPS and wondering where their taxi is. Lyft is looking to switch this up with a new system which aims to utilise augmented reality (AR) to give greater insights.

The information, which appears in a patent filed in June

Silicon Valley-based startup, DigiLens, which specialises in smartglass optics for AR applications, has introduced a reference platform called ‘DigiLens Crystal’ at the CES 2019 event in Las Vegas. The new product offers OEMs a customisable, cost-effective waveguide-based eyeglass style solution for industrial and consumer applications.

Workers in logistics, manufacturing or maintenance functions can use...

WaveOptics, a designer and manufacturer of waveguides for use in augmented reality (AR) wearables, has raised $26 million from existing shareholders and new investors, which was led by Octopus Ventures, one of WaveOptics’ largest shareholders and one of Europe’s most prominent venture capital firms.

The fundraising was supported by other existing shareholders including IP Group, Robert Bosch Venture Capital and Gobi...