Black-Institute of science and technology: from technology to marketing, Microsoft Hololens “black” where is it?
Consumer preview release of Windows 10 in early 2015, Microsoft surprises out of the bottom of a pressure thing, it caused major media crowding the screen and quickly captured the circle of friends, is called “Hololens” AR (augmented reality) glasses.
Hololens is?
“Hololens” intended for “lens”, pronounced “good lazy dead” [‘h?l?ulenz]. Microsoft is expected to give consumers real 3D hologram scene experience, but in fact, Hololens was not only a head-mounted display, it is a collection of natural scenes, sounds, moving the view input devices and people’s interaction with the computer closer to natural human behavior, rather than compromise the machine. With it, or do you need a keyboard and mouse? No don’t! How otherwise can be called “lazy to death”?
Hololens cows where?
Currently Hololens technical information in secrecy HDMR according to published information, organize their configuration information:
Central processing unit: is said to be the new Intel Atom CPU, codenamed Cherry Trail.
Holo-graphics processing unit: HPU is designed for high speed holographic data such as 3D scenes modeling and design.
Sensor: must have a depth camera, full-color cameras, light sensors, gyroscopes and magnetic intensity instrument are said to.
Other:-diffraction projector, microphone and stereo speakers.
那么，这样配置下的Hololens到底强在哪里？
Real-time 3D scenes modeling
Live images seen through a camera automatically 3D scenes modeling, this feature is not on Google and Glass Oculus. This not only involves complex image analysis techniques, you also need to do a lot of calculations, without powerful HPU to undertake, during use may be associated with heavy delays and a lot of “Loading,please wait …” prompts. Maybe users of glasses after power is turned on, still have to drink a cup of tea to start work again.
Somatosensory input utility
Actions, gestures of somatosensory input accuracy it could add a degree of recognition, software technology has been applied in the consumer products, Microsoft’s Kinect is dominant. Of Hololens somatosensory input should also be moved from the Kinect technologies.
Hololens anything special?
Oculus Rift first compare it is closer to some because of differences in the appearance of the product. Key can be understood as the difference between two points:
Augmented reality vs reality
Hololens augmented reality capabilities is its basic features, users can view through glasses to see the real world, and can also increase virtual vision from the perspective of both the content and form a realistic vision of the “enhanced” version. In this augmented reality environments, the Hololens can also implement holographic 3D modeling, allows users to change with position, perspective, from any perspective of virtual scene changes.
Oculus is virtual reality products, glasses are not transparent, users don’t see the real scenes, all from the perspective of virtual elements on the screen.
It can be seen that Hololens, more powerful, will not only like the Oculus shows only pure virtual scenes, also in day-to-day reality and deal with everything else in glasses. Oculus can only be totally immersed in the virtual environment, even if MOM called to dinner, the consumer may not know.
Independent devices vs peripherals
Hololens is a stand-alone smart device, can have complete autonomy to run the application and achieve professional features such as design, video, play games, and do not need to connect hosts.
Oculus is different, it’s just a piece of peripheral equipment, like monitors, must be connected to the host, just run the application and realization of functions such as games.
Hololens and Google compared to Glass, there are two main differences:
Fixed vs mobile scene
Hololens design focuses more on specific tasks to complete in a fixed scenario, such as work, play, and interact with other remote. Due to the size, weight and power consumption, power supplies, and other restrictions Hololens move State is not suitable for long wear.
Because Google was a mobile scenario design Glass from the beginning, it’s light free, users can wear it walking everywhere, used in a variety of different occasions, without obvious discomfort.
Fusion vs real 3D virtual stack
Google the functionality of Glass, Hololens basically done, 3D site modeling of Hololens and the real ability to integrate and interact with virtual objects, are not found in Google by the Glass. You can put the Minecraft Castle was built on the table in the living room, around the table to see the castle’s effects, is it cool?
By contrast, Google Glass can only achieve real and simple tags, image overlay, not the complex interaction of virtual objects in virtual holographic.
Hololens application?
In the living room playing games, watching videos on the walls, build virtual toys and even in a virtual 3D model to walk the surface of Mars … … These are the Hololens event display function. Yet have such powerful human-machine interaction technology of Hololens the possibility of developing applications in other scenarios?
Hololens Onsight on scientific research program to restore the surface of Mars data, and present users, people can walk freely in a virtual environment. This technology closer to people and unknown distances, outer space, deep sea, jungle, scientists have visually observed in these areas, maybe someday walk found aliens yet!
Design HoloStudio is another application of Hololens project, one can drag and drop the various module is creation of 3D models, get away from the mouse and computer, architects can design houses in augmented reality environment, and-d effects in the way to achieve a more intuitive reality renders. At present, the Ford Motor Company have started using virtual reality system to evaluate the car’s exterior design, need designers to create 1:1 in the traditional method of car model, time-consuming process, and the introduction of virtual reality equipment, is expected to help Ford save a lot of manpower and resources. Perhaps one day, Hololens really, everyone is going to become a designer, 3D modeling to build your own cups, dolls, then 3D printed, these are probably the world’s only customized.
Health care in some micro-surgery, some lesions a doctor difficult through the cameras of the directly observed, rely more on the doctor’s experience in the treatment. Future with Hololens and visualize the 3D structure of human body, the doctor may surgery, while observing, and to determine the exact position of the apparatus, in order to reduce health risks and to help mentor can answer questions. Meanwhile, doctors have the opportunity to come to patients through Hololens and remote operation, so that neither patients nor the experts do not need to fly to go back and forth.
Training in 2014, United States and Norway’s military has purchased a batch of Oculus Rift, similar devices allow the troops to use augmented reality capable of acquiring geographic data, or impersonating a specific war scenario of military training. In our daily lives, skills such as driving, Assembly, maintenance, and training through the Hololens and decreasing risk.
Education of the future with Hololens and books the shape may change, imagine, from the paper version and the electronic version of a book becomes superimposed on the real world of virtual scene, perhaps history class, directly through virtual reality, students can watch historic events “reproduce the original” experience within Hogwarts General learning experience.
Consumption by Hololens and people staying at home can also anytime, anywhere shopping spree. This may result in the form will change, store number may be reduced more as Hololens framing shop. Property is also true, people do not need to visit the site, property matters can be in the form of virtual scene rendering, not only to understand the whole structure, can still walk into a virtual open house viewing size and decoration.
Entertainment Microsoft program called Holobuilder is designed, users can play in her living room, for example, virtual table hammers knocked down reality, in which case the tables in front of users into a virtual shards, until it disappeared. This game also supports multiplayer online. In addition, users can also program the video projected onto the interior wall, ceiling or even on the floor watching, 3D effect provides an immersive experience for the user. This might allow the television, cinema and other commercial forms earthshaking changes have taken place.
Travel Hololens can put a man on Mars, then people can certainly use it to achieve one’ll go on a virtual trip, whether in Paris, Greece, Dubai, is Everest, Antarctica, outer space, barrier-free again. And tourism industry, provides virtualization of service may soon appear.
Skpye calls not only for the social Hololend, the virtual environment projected onto each other can also be user to make communication more efficient and natural vision. The future, no matter where you are, with distant relatives and friends through this technology to achieve “zero distance” interaction.
Hololens worth?
Hololens product is not officially released, from a technical point of view, there are still problems and challenges, but this did not prevent the in the general direction of breakthrough innovation. HDMR believes that its pattern of human-computer interactions, and will almost certainly will have a far-reaching impact on the world.
Leading the new generation of human-computer interaction
Hololens launch was so sensational, not only because it felt Super future experience in sci-fi movies, is more important, it changed the way human-computer interaction. The past, people using the keyboard and mouse, touch screen mobile phone people a lot of time now, Hololens and other virtual reality companies (such as Google and oculus) is trying to get people out of the entity’s computing equipment, by means of signs, 3D images, and virtual reality overlay form a whole new way to interact. In this way, people can be free of the fetters of computers and mobile phones, directly through gestures and language tasks.
Changing people’s lifestyle
Hololens can break the limit of space and time, migration implementation scenario. In this case, people can stay at home to stay at home to enjoy the products and services from around the world. Virtual tour of home “to the” haven’t been or places that are inaccessible, virtual shopping, equivalent to shopping moved to the living room … The experience is real and easy, but also fun.
Changing social patterns
Lifestyle changes will bring about societal change. Imagine, people stay at home, you can shop, see a doctor, see a movie, learn, everything can be implemented by virtual reality technology, then the future of shopping malls, hospitals, movie theaters, schools and other industry forms will be changing dramatically.
Lots of big, diversified data
When Hololens entered after the commercial and consumer markets, based on application of Hololens will have a large and diverse data. These data differ from the virtual Internet behavioral data, the data from these data based on real-life scenarios, such as family property with Hololens technology you can get data, preferences data for family members as well as their behaviour in daily life. These data are not only real and diverse, can not only help businesses, real-world understanding of consumer groups, more accurate marketing campaign.
How do Hololens marketing?
Hololens are far from being on the concept map look as cool, but the future is doomed due to change in aggregate, some us as sci-fi vision of the landscape, is likely to become a reality. Brain hole as wide open as the basic qualities of marketing people, now is the time to challenge the imagination! Based on idealized Hololens, marketing, advertising, communication will occur in the future how to relate?
Scenario 1: analog
Hololens function is combined with the reality of virtual environment, combined with the marketing application, or perhaps this picture:
Consumers come to the sales center, the sales girl is no longer pointing to the sandbox, but a picture of Hololens is served directly, with consumers entered the ruins now is real estate is located. At this point, the scene starts, was only a “sinkhole” ground residential building with garden, parking and other facilities covering, it is the developer prior to simulate real estate virtual images, material derived from has community of live-action and real estate 3D design. Wander among the community, consumers can “real” details throughout the experience, you can even feel when the sun goes down, one holding doll, walking the dog and his neighbors talk of cozy scenes.
These creative tools has actually appeared in the Tablet PC, HDMR found France television Cannal+ for push play, classic scenes in the TV series will be made into a panoramic image, consumers move, equipment in the scenarios will also change, consumers turn, you can see the original in a hidden story behind him. But in the use of Hololens scenario, consumer experience will become much more real, with real scenes of virtual scene overlay will also experience adds more fun.
Felt the appearance and consumers via Hololens devices accessing the virtual model, the review unit, and even simulated finishes (again, there are now mobile phone APP can simulate home products look like in a family environment but Hololens will make this much closer to the reality of the situation). Access home improvement stores in the virtual model database, waved and pointed out to new home covered with wallpaper, dissatisfied color slide your finger changing a new one.
For the simulation of product usage, might more easily stir consumers easier to look forward to the future of the small heart.
Of course there are also simulations possible, is becoming more and more lazy consumers are too lazy to get out of the House and ran to the sales center, then businesses can build virtual Hololens stores, consumers need only wear glasses to swim in any shop, if you encounter problems, you can also mark the goods in question, and similarly worn Hololens customer service staff shared information, communicate directly. Want to snack, waved into shopping cart wanted to buy clothes, shelves you can view 3D-dots worn effect … … It is a hotbed of breeding chop hand party.
Now companies have made similar attempts, for example Fiat set up online sales center, they may even build a new electronic device that combines video, calling functions in one, so that consumers can command sales via the Internet to view the models in their own areas of interest and to introduce targeted, also through the database for more information about colors and accessories.
Fiat online sales center
If the virtual stores continue to grow, and perhaps one day, businesses only need to make great efforts to build a world-class products virtual experience Museum, display different products aimed at different types of consumers, they can achieve higher quality shopping experience.
Of course, you may still have doubts about this model, virtual space and then real could only watch, after all, cannot feel, comparable to the real-life experience. Here sent a pair of the same news from Microsoft and in March 2013, Microsoft has shown a 3D display, through use of haptic feedback technology, allows users to feel different materials such as wood and concrete. In this commitment to put the humans in the virtual world of Microsoft front doors has slowly opened up in the new world.
Scenario 2: big data
Hololens there are a rather hopeful technologies, 3D modeling and recognition. This technology could make Microsoft’s real-time identification and collection of object appearance data from open to open up a new path for data collection. So how do these large data can be used?
Ideally, when a number of people with Hololens and when used in a number of situations, Microsoft will have the opportunity, through the eyes of all, integration into the world of data and storage in the cloud, build new, virtual parallel worlds. Of course, it is very difficult to achieve, but at least the Hololens 3D recognition and modeling capabilities can help a lot of marketing people previously could only dream about.
Such as, dang Hololens recognition to you socks Shang of broken hole Shi, socks side Shang will automatically pop-up tips, “socks has damaged, recommends timely replaced or purchased”, then pop-up products recommended; again or, consumers in care just was born of baby Shi with Shang Hololens, glasses will automatically recognition children of based appearance information, plus time information judge newborn of life State, and in appropriate moments pop-up foster guide; or more smart some, Dang Hololens found you, with street side of a bit beauty into over must time, will automatically judge you on she quite interested in, so according to beauty of hairstyles, and makeup capacity, and clothing distribution ornaments, can recognition information, match database in the of both information, forecast girl interested in of topic, for you provides accosted Guide, certainly also has may you get of is a article let hearts plug of recommends, like that girl body of suit has after million has you fundamental raised not up, or girl has been stole aiming there of high rich handsome you simply chance…… So here’s the thing, when consumers can evolve now that marketing can do? Let us go back to the virtual shops mentioned above. When a dog or a child, enjoy watching balls as they come into the virtual store, is the most prominent shelf natural pet supplies, baby products, beer and even lottery tickets, and when a room plastered with cartoon posters, young online game-loving nerd when you go into a store, this is, of course, snacks, beverages, cartoon peripherals product or toilet paper. Unlike today’s recommender systems did not differ in logic, but it is data input can be linked to more informative, more recognizable.
Scenario 3: back to reality
Above are just arbitrary for us to imagine, but back to reality, Hololens general merchandise may be difficult in a short time, but would have been more suitable for commercial applications, its data collection capabilities and software development will be subject to certain restrictions. Then, in the most likely to be used for commercial applications, business owners the opportunity of using Hololens do B2B marketing?
Some similarities with Hololens Oculus has previously made some attempts, United Kingdom fashion brands TOPSHOP first used it on his own fashion show consumers wearing Oculus Rift at the TOPSHOP store, will be able to show front row fashion bigwigs are synchronized at the same angle of view show.
If so, this type of device is the most realistic scenario offline activities, provide a fun experience for guests, and business owners need to do is to prepare for the virtual scene of the guests ready to apply the appropriate equipment, build a combination of real and virtual experience, realization experience upgrade.
In addition, United Kingdom The veteran rock band Who also are experimenting the value of such a device, they plan to launch a Oculus applications use on the Rift, virtualization of their works. While listening, fans will see the song lyrics will be from the perspective of the shoot scenes, different instruments will be floating in the air, and when users with their eyes locked for a musical instrument, the instrument track reverb will be highlighted.
Consumers use the Oculus Rift