AR and VR are constantly changing, but one is constant, and that is the development kit tool will continue to expand. The digital company NEXT/NOW in the Chicago area specializes in emerging technologies. Part of the reason that their work is exciting is the challenge.
Mark Matthews, a marketing strategy expert, said: "As a new technology we have just started, we are looking at it to see what it can do for us. We need to stand at the forefront of technology because when we show people this kind of VR experience At the time, we couldn't use last year's prototype products."
NEXT/NOW was established in Chicago in 2011. The company uses VR, AR, display matrix, and physical objects to create interactive experiences for brands such as Under Armour, LG, and Intel. NEXT/NOW technology can be applied to museums, flagship stores, stadiums and other public places.
The work of emerging technologies is accompanied by a series of engineering challenges. But the new type of content that takes the lead raises an interesting challenge experience from the user. However, this emerging content also presents an interesting challenge from the user's point of view.
"The early stages of this technology mean that everyone is still trying to figure out what this means and how to apply these technologies. This is a new narrative style where everyone tries to find their niche market. The game industry has In their considerations, the film industry also has - but they are all looking for real things."
For Matthews, one of the most exciting new trends in the industry is the head-mounted HolloLens like Microsoft, which can map virtual scenes around you - allowing holographic images to be implemented in the user's real environment. Interaction.
“The virtual object in the MR can be presented in the real environment, or you can play chess with another player, or there will be a dinosaur skeleton in the center of your room, and then you can watch around this skeleton from different angles. Observe it. These will be the product of the next 10 years, but now only a small part of the content creators are doing this."
Randy Gress, the group's business director, said that the team has gained tremendous support from local talent pools. However, recruiting employees for an emerging technology team not only requires experience in AR and VR, but also needs to pay attention to the applicability of related fields.
Gress said: "Many of our employees have a background in software engineering, and some are still game developers. We also work with people with institutional backgrounds because we created all the internal content."
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