Extended Reality (XR): The Value of Technology for Business Development

Extended Reality (XR) refers to an interactive tool that enables companies to create conditions for the digitalization of business processes. The global XR market has already surpassed $100 billion, with an expected compound annual growth rate of 35% over the next five years.
In this article, we will explore what extended reality is and the technologies it encompasses. We will examine these technologies from a user’s perspective, highlighting their differences and focusing on the implementation of XR across various business sectors. This overview will demonstrate the appeal of digital tools within the corporate environment.

Distinguishing Between VR, AR, and MR

Extended Reality (XR) encompasses immersive technologies that represent all existing methods of interaction with digital spaces today: 

• Virtual Reality (VR)
• Augmented Reality (AR)
• Mixed Reality (MR)

In general terms, these technologies create virtual worlds with varying degrees of interaction with reality. The generation of digital content requires sophisticated hardware and software solutions. 

The types of Extended Reality (XR) differ in terms of immersion levels in the digital realm. Each technology is realized through specific simulation devices. 

The following table illustrates the distinctions between each XR tool.

Now, let’s delve deeper into each technology.

Absolute Simulation of the Computer World — VR

Virtual Reality technology offers complete immersion in a new reality with real-time changes that are entirely disconnected from the actual world. One can sit in their living room while seeing through a headset that they are aboard a spaceship, interacting with the control panel. 

The distinctions of modern VR technologies include:

Virtual Reality Technology is a complete immersion in a new reality with real-time changes that are entirely disconnected from the actual world. One can sit in their living room while seeing through a headset that they are aboard a spaceship, interacting with the control panel.

The distinctions of modern VR technologies include: 

1. Impact on the Senses: Special devices shield the user from external stimuli and create a sense of presence. This includes headsets with built-in displays, headphones, and even suits that create tactile sensations and simulate smells. For example, there are treadmills designed for movement in virtual space. All of this minimizes the influence of the external environment and deepens the realism of the computer-generated world. 

2. Detailing and High Level of Visual Fidelity: Participants operate in an artificial environment: moving around, interacting with objects, and looking around in 360°. The quality of development plays a significant role, so virtual spaces are meticulously crafted. Today, VR headset engineers strive to enhance the user experience of interacting with virtual environments for maximum immersion. For instance, instead of joysticks, which were previously used by leading headset manufacturers, Hand Tracking technology is now employed. This captures hand movements so users can interact with virtual objects using their hands, just like in reality. 

3. Complex Software and Powerful Computers: These are required to reproduce that realistic world in virtual space. Currently, manufacturers impose high demands for the believable simulation of digital environments.
Immersive devices are typically associated with the gaming industry, but Virtual Reality goes beyond that. In our time, virtual reality technology facilitates rapid and deep learning, conducting research, developing manufacturing processes, and simulating situations for practicing necessary actions. Businesses and social environments have learned to effectively utilize virtual technologies.

VR Practice in Business

In practice, VR allows individuals to transition into any context they previously could not access, enabling them to interact with the environment and characters within the virtual space. This functionality is applied in the following areas: 

1. Medicine: Devices allow specialists to practice surgical techniques on a simulated patient in an operating room. 

2. Industry: Development of computer models, parts, and technical installations in 3D format. Design engineers can instantly identify areas that need improvement and modifications. For example, augmented reality for oil platforms trains company employees to troubleshoot issues at drilling rigs. Even before arriving at the drilling site, personnel are psychologically and technically prepared to work under challenging conditions. On the oil platform, they can quickly and accurately resolve problems if they arise. 

3. Training: For instance, aviation university students practice piloting skills with visualizations of real locations under various weather conditions, including emergency landings on specific terrains. 

4. Tourism: VR is used to create visualizations of hotel tours for travel agency clients. 

5. Emergency Response Practice: In digital spaces, developers can recreate realistic fire scenarios in buildings as simulators for firefighters. Emergency services personnel benefit from scenes of emergencies to practice first aid through VR. 

6. Entertainment: This sector was one of the first areas to adopt Virtual Reality. Some companies develop video games that support immersive devices. Interactive cinema is built on this technology, and artificial simulations have become part of quests and arcade games. 

7. Science: VR for physicists, chemists, and biologists simulates hypothetical situations, helping to study phenomena and make predictions. 

8. Aerospace: This field was one of the first to utilize visual tools as realistic training methods for astronauts. Now, technological trends are involved in developing and constructing realistic simulations of space objects. 

The main feature of Virtual Reality is that human senses are replaced by virtual images. It is crucial to create a realistic simulation space so that users can immerse themselves more deeply into the XR computer environment. Visual simulation is always interactive; individuals can influence reality and receive feedback.

Digital Augmentation of the Real World — AR

The computer combines reality and virtuality, making digital objects a part of reality. Augmented reality does not generate a new space; it simply overlays computer-generated objects onto the real "picture" of the world. It needs to be viewed through a device, such as glasses or a gadget. 

The simplest example is the camera of a mobile phone. The screen captures the real space, while the computer processes the data and overlays digital objects onto it. AR technology does not isolate a person from their environment; it merely adds additional elements to it.

In most cases, the software and hardware for augmented reality are simpler than for VR. There are exceptions where AR requires more powerful hardware and complex software to accomplish its tasks.

An example of using augmented reality: with the help of a phone camera and built-in devices such as an accelerometer, gyroscope, magnetometer, GPS, barometer, and light sensor, we can obtain information about the phone's location in space. The gathered information helps us try on masks, clothing, take measurements, and display information about the objects visible in the camera.

Commercial Projects Implementing Augmented Reality

• The augmented universe has great potential—regularly, news emerges about new ways to apply the technology in business: 

• Product Sales: Before purchasing, companies visualize their products for customers. For example, a well-known motorcycle brand launched an app where buyers can examine any model. Users have access to all colors and configurations. 

• Design Projects: Clients can immediately envision how various solutions will look. This is also true in furniture and interior design showrooms. With the help of AR, buyers can quickly understand which item will best fit their apartment. 

• Augmented Reality Training: Learning based on augmented reality becomes deeper and more effective. AR offers a wide range of methods for knowledge transfer. 

• Architectural Direction: Online design allows for the placement of virtual structures in specific locations and adjustments at the initial stage. 

• Gaming: Popular video games allow users to walk around their own city, find virtual objects, and interact with them. 

• Student Training: In education, the possibilities of the technology are limitless. They deepen material comprehension, particularly for future medical professionals, engineers, and scientists. 

• Advanced Automotive Services: AR headsets are often used with complex equipment. The device helps detect problems in a car before they arise and find solutions. Checks are performed by artificial intelligence or by connecting the headset to equipment, utilizing Internet of Things (IoT) devices. 

• Working with Complex Equipment in Industry: Visual content overlay on reality resonates across many business and advertising sectors. With the spread of smartphones and tablets, augmented reality is set to become a common part of life in the near future.

Live Interaction with the Digital and Physical World — MR

The most complex task of mixed reality is to merge digital space and reality in such a way that the user does not notice the boundaries between them.

From a software perspective, MR consists of several layers. The software simultaneously processes reality and the simulated world while creating a third—mixed—space. As a result, within this multilayered structure, objects from each space can interact with each other.

MR integrates 3D objects into the "real" world and analyzes all other items in the image. Its task is to deceive human perception by blending digital and physical spaces. For full realism, the technology must engage all human senses while ensuring that the behavior of the surrounding environment remains authentic and interactive.

Practical Applications of Mixed Reality

Currently, the new level of perception based on MR can address virtually any XR-related issues. The best cases encompass both entertainment and practical fields: 

• Unconventional Solutions to Business Problems: The technology compels one to literally "look" at a company more broadly and deeply—simultaneously evaluating external conditions and comparing them with internal processes. 

• Medical Applications: MR is used practically in medicine. Surgeons visualize biological processes and objects during operations, quickly relaying information to medical staff. 

• Manufacturing: Augmented reality glasses are used for training and skill development among employees. Additionally, these devices enhance productivity within companies. 

• Product Design and Structural Features: Engineers and designers can test different concepts on already finished products. For example, virtual reality headsets have been implemented in several global automotive manufacturers. 

• Manufacturing Processes: Engineers can test parts manufacturing processes directly from their offices without visiting the shop floor. 

• Customized MR Software: Programs for MR are developed specifically for the needs of each company since context is crucial for their effectiveness and relevance to specific application areas.