'Realism Redefined: Trends in AR/VR and the Opportunities Ahead' GV Expo Keynote Preview

"VR delivers a sense of presence like we've never seen before."
Publish date:

Steve Koenig, senior director of market research at Arlington, Va.-based CTA (Consumer Technology Association), will deliver Government Video Expo's keynote address, "Realism Redefined: Trends in AR/VR and the Opportunities Ahead" on November 29 at 12 p.m. Register here to attend. CTA's vast cache of market research is free to members and available for purchase, at the CTA store .

Tell us a bit about CTA.
SK: We are a non-profit trade association and our body of work really spans B2C, B2B studies both domestic and international. We also engage with both sides of research, quantitative and qualitative analysis. We are on track this year to publish 35 studies on topics including artificial intelligence, 5G networks and many more. We look into high-tech retail and how technology is remaking the retail environment. We've looked at consumer sentiment surrounding the use of drones and smart home technology adoption. We've even looked into the growing world of pet tech—GPS enabled collars, all kinds of automated feeding systems and a lot more.

Image placeholder title

Where does your information come from? Do you poll people directly, do you assemble material from polls that other companies have taken? Do you talk directly to manufacturers, to consumers?
SK: All of the above. It just depends. To put those terms in more research lingo, this is what I was just kind of describing, earlier, when I said we do B2C studies, consumer studies, where we survey consumers or households. And we do B2B research that involves in-depth interviews with people in a particular industry and we do focus groups with consumers.

Our mission is to grow the consumer technology industry. Our membership includes the people who make consumer tech products—everyone from Apple to Ford Motor Company—but also silicon manufacturers, the semiconductor industry, companies like Qualcomm and Intel, content companies like Netflix and 20th Century Fox. Also the newest breed of companies involved in the so-called "sharing economy" like Uber, Lyft and Airbnb.

Demand for this kind of research must be increasing at a tremendous rate.
SK: You're exactly correct. The pace of innovation continues to quicken. When I started at CTA, the big topic was “digital,” the shift to digital. These days everything is connected. It is the Internet of Things. When I started here 14 years ago, Amazon was a shadow of what it is today. Brands like Google and even Apple were nothing like what they are now.

Image placeholder title

Can you give us a sense of what you plan to discuss in your talk about AR and VR?
SK: AR and VR have come at the market from different trajectories, and we're still trying to figure out the various applications and use cases both for consumers and industry—and I would use that term very broadly, to include retail sales marketing, content creators, "Hollywood" production companies. In other words, hardware and software manufacturers.

VR delivers a sense of presence like we've never seen before. People are still figuring out ways to tell stories where you're actually putting the audience inside the story, inside the action. VR is pushing outside of entertainment and gaming to find new use cases.

AR is finding its footing more in the B-to-B space, like with Google Glass 2.0, and for manufacturing applications. There have been some really compelling statistics: 15 to 25 percent productivity gains using AR in industrial commercial applications, whether it's picking inventory in a warehouse or helping people perform other tasks like that.

Now, AR is trying to push into the consumer market, and the Trojan horse for this is the smartphone, with iPhone 8 and the Galaxy S8 and others. I think we are poised for a real seismic shift in the mobile experience, with a wave of AR applications coming that will reside on our smartphones, and that will probably change a lot of the apps that we're already accustomed to using, like Google Maps.

I would say that attendees can expect, in addition to perspective on what's happening now and what's next, we'll also be able to quantify opportunities: How many million dollars in market opportunity do we anticipate? There will be some hard numbers and forward-looking forecasts that will describe our expectations for growth in this market.


More than 55 of the 2018 Fall Television and Streaming Series Rely on Blackmagic Design

More than 55 of the 2018 Fall Television and Streaming Series Rely on Blackmagic Design

Blackmagic Design today announced that the company’s production and post products were used to complete many of the fall 2018 season’s new and returning television shows and streaming series. More than 55 shows rely on Blackmagic Design’s digital film cameras; Fusion visual effects (VFX), compositing, 3D and motion graphics software; and DaVinci Resolve editing, color correction, VFX and digital audio software; as well as its switchers, routers, monitors and capture and playback devices.


Jingle All the Way: Luxul's XMS-1208P Managed Gigabit Switch is Available for All CI Integrators this Holiday Season

Luxul, the leading innovator of IP networking solutions for AV integrators, today announced that it's giving CI integrators the gift of enterprise-level performance at affordable price points this holiday season. It doesn't matter if they've been naughty or nice, the company's XMS-1208P 12-port/18 PoE+ managed Gigabit switch — that delivers high-speed performance while enabling simple network expansion — is now available for all. And to ring in the new year, Luxul will begin shipping its AMS-1816P 18-port/16 PoE+ L2/L3 managed Gigabit switch in early January.


HoverCam Transforms Classrooms Fit for Future-Ready Students at Val Verde USD

HoverCam, an innovative technology leader in the digital education market, announced that Val Verde Unified School District (USD) in Parris, California, successfully installed HoverCam's Pilot digital teaching stations and CenterStage interactive flat panels (IFPs) in new STEM labs in the elementary schools, with plans for an eventual rollout to the district's middle and high schools. As part of the district's goal to create future-ready students, Val Verde USD chose HoverCam digital education solutions to address the rising challenge of updating classrooms and introducing curriculum with advanced systems that will prepare students for a rapidly changing career landscape.


The Sigma Holiday Sale Is Back!

Nothing makes gift giving as enjoyable as special prices on award-winning Sigma lenses and accessories; get the lens you’ve always craved or surprise a fellow shooter with the perfect present.


Global News Agency Ruptly Relies on Riedel's MediorNet and Artist on Board New OB and DSNG Vehicles

Riedel's MediorNet real-time media network and Artist digital matrix intercom are providing the decentralized and redundant signal routing and communications backbone on board two all-new, state-of-the-art OB vehicles for Ruptly, a Berlin-based international news agency. Qvest Media, a world-leading system architect and integrator for the broadcast and media industries, designed and built the new broadcast van and DSNG vehicle.