Virtual Reality and Augmented Reality are two transformative technologies with applications covering business, education, healthcare and more. With all the talk and new devices coming online, this conference seeks to understand their potential in the consumer electronics market and entertainment sectors.
The Virtual and Augmented Reality market is estimated to grow from £3.6bn to over £116bn by 2020. techUK is organising this free event to understand the potential in the consumer tech market and entertainment sector.
This free conference brings together broadcasters, device manufacturers, content creators, producers, analysts and media to explore what the potential for these technologies are. As well as discussions and presentations, delegates will be able to see and experience the latest products and innovations first hand in a demo area.
Some questions the conference aims to answer are:
- What are the barriers to widespread adoption?
- What new markets are enabled?
- Is the delivery and connectivity infrastructure ready?
- Will AR or VR have the biggest impact?
- What is the current/future market for these technologies and how should they be sold?
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09:00 - 10:00 Registration & product demonstrations
10:00 - 10:10 Welcome and introductions
10:10 - 10:25 Presentation: The market for VR
- Carl Hibbert, Futuresource
10:25 - 11:30 VR/AR Content
Gaming is driving the momentum for VR, but what new forms of content can VR create? Could it create new experiences and new forms of entertainment? Could people buy tickets for a virtual ‘experiences’ with others to watch/experience exclusive AR content, whether that is sport, a concert, a horror maze or a film. This panel will hear from broadcasters, production houses and gaming on how they see VR/AR as platforms.
- Maria Ingold, Mireality (Chair)
- Greg Furber, Rewind
- Izaskun Ozerin, BBC VR Hub
- Mark Harrison, Director, Digital Production Partnership
- Nicholas Minter Green, Channel 4 & Parable
- Mikela Eskenazi, Blippar
- What content works best for these platforms? Narrative, events, news, games?
- Visual arts couldn't be more successful - is there need for new platforms?
- Challenges of producing and developing this content?
- Are broadcasters and producers ready?
- VR beyond gaming.
- AR as an 'add on' to TV.
11:30 - 11:45 Presentation: Why AR will be more successful than VR
- David Wood, European Broadcasting Union
11:45 - 12:00 Break
12:00 - 13:00 Monetising VR/AR
What new markets and business models can be developed from these new platforms and what new peripherals, devices, offerings can flourish? VR could see premium subscription offerings, new forms of advertising, new metadata types and more whilst AR can enhance experiences. This session looks at how new markets can develop around these technologies and how to link existing business models to new opportunities.
- Bertie Millis, Virtual Umbrella (Chair)
- Dan Pharoah, 360 Guy
- Andy Wise, Engine Creative
- Liz Rosenthal, Power to the Pixel & Venice Film Festival
- Edwin Lyons, Firebolt Games
- What new devices, accessories and peripherals will be required and by whom?
- What commercial relationships need to take place?
- Broadcaster and media organisation attitude to emerging platforms.
- Could VR/AR mean new advertising revenue? Choosing to look at an advert could be more meaningful than scrolling past on a newsfeed.
- What new data types will be created?
- AR has been ‘gimmicky’ so far – how can it be transformative and marketised?
13:00 - 14:00 Lunch and product demonstrations
14:00 - 14:15 Presentation: Standardising VR
- Tim McGarr, British Standards Institution
14:15 - 15:15 The VR/AR ecosystem
This discussion will look at the tech, media and production ecosystem that needs to spring up to support VR/AR content. Will it be delivered by IP, and if so what cloud and connectivity is required? Are content producers going to need new standards and support (as well as new equipment) to make the leap into VR/AR and what will consumers need.
- Ed Greig, Deloitte (Chair)
- Rebecca Gregory Clarke, VR Digital Catapult
- Max Doelle, Kazendi
- Sue Daley, techUK
- Jeremy Yates, Zappar
- AR through mobile – how can TVs interact and work seamlessly?
- Standards , platforms and interoperability
- Broadband – Is the infrastructure there, especially for high bandwidth VR.
- Cloud and storage of the new content types.
- Distribution technologies and content delivery.
- Compatibility of devices.
- New production companies and methods.
15:15 - 15:30 Break and product demonstrations
15:30 - 15:40 The Way Back' Presentation and demonstration
15:40 - 16:40: Driving adoption, overcoming barriers and getting people on board
New platforms won’t be adopted unless consumers realise the benefits they will get at a price they can afford. What strategies can drive adoption of these new technologies and what are the barriers and ways of overcoming them.
- Mark Harrison, Digital Production Partnership (Chair)
- Luke Hebblethwaite, UKIE
- Arnaud Baernhoft, Alchemy
- Sammy Kingston, Virtual Umbrella
- Anrick Bregman, Unit9
- Julian Williams, Wizdish ROVR
- How to drive adoption among consumers.
- Are retailers engaged?
- Lessons from the gaming industry.
- Is there inertia from broadcasters and media producers towards new and emerging platforms?
- Lessons from other formats such as Google Glass and 3DTV.
- VR is established in B2B - what can we learn from this?
- Capitalising on AR - the new iPhone for example.
- Who will create the 'killer' app or the best user case?
16:40 - 18:00: Networking drinks and product demonstrations
The event also has tech and product demonstrations from:
- The Way Back
- Wizdish ROVR
- Factory 42
- Focalpoint VR
- Firebolt Games
- Draw and Code
- Nucco Brain