Digital Reality is the future of compelling content which stands out in a highly competitive and saturated market. Steve Hallam Deloitte Digital’s Lead Partner in Australia probes this umbrella term that unifies a range of technologies and interactive design principles to enable engaging, immersive solutions. It’s no secret that the delivery of content impacts the effectiveness of the content. Web 2.0, and the rise of YouTube and other video streaming services, is perhaps the largest demonstration of this concept. Digital Reality is the future of compelling content which stands out in a highly competitive and saturated market. The future of content will involve physical space, movement, natural human computer interfaces, advanced computer vision, sophisticated artificial intelligence, and an increased digital augmentation of what it is to be human. We are yet to see if this generation of Virtual Reality will be commercially successful in the personal market. However, the business case for VR is clear, and smart organisations around the world are embracing the technology. From mental health support, to training simulators, to the future of working remotely, targeted VR is already showing excellent results and compelling ROI. Augmented Reality is a hammer waiting to drop. Over the past 24 months there have been amazing leaps in technology. We predict continued strong technological growth over the next five years. The use cases for AR are improved communication, collaboration, and access to information. While current projects are somewhat limited by the current generation of technologies, there are essential learnings taking place in organisations around the world; from the way users expect AR to work, to the business cases AR will one day be able to solve. We expect businesses that invest time, energy and research into AR now, will have established a strong competitive advantage by 2022. Immersive is the new interactive. Engaging content is effective. Content is recalled more accurately for longer, and comprehension is improved. However, every new medium has new challenges to overcome before its power can be fully utilised. Unlike touch screens, websites or motion graphics, the best practices for immersive content have yet to be defined. We see this as a massive opportunity to become world leaders in the UX (user experience) of interactive. By combining our existing UX approach, with video game expertise and a healthy dose of experimentation, we are diving deep to expand our understanding of user expectations, and barriers to immersion. Technology is fundamental to enabling the solutions we envision for the future. Advances in sensor technology, computer vision, batteries, and internet infrastructure have been essential in enabling cost effective development of products and services. Last year (2017) there was an onslaught of major improvements in real-time rendering pipelines, as software and hardware vendors rushed to meet the needs of high spec VR projects. An unintended benefit to these leaps in rendering is that real-time content is now, for the first time, ready to compete with motion graphics. This step forward is ground-breaking for product configurators, which allow users to customise and personalise a virtual version of their product, life-like on screen. Real-time graphics will be rapidly utilised in the development, automotive, and design industries, and have practical value in any area where customer personalisation is a factor. Digital Reality is live, it has already happened. Now it’s a case of grabbing the rope, and riding the bull because this… this is only the beginning. To find out more about our global Digital Reality Tech Trend for 2018 click here.