SEPTEMBER 2018CIOAPPLICATIONSEUROPE.COM8irtual techniques have a great potential for the automotive industry. The premium car manufacturer Audi has recognized this potential in an early stage. Today, the company already uses virtual techniques for various evaluations in different phases of product development or for customer experience.While Augmented Reality (AR) and Virtual Reality (VR) technologies have always been considered as an expert tool and mostly have been associated with investments in static equipment, the perception has changed massively in recent years. Nowadays, AR and VR can be used by industrial customers almost anywhere for an affordable price, and the technologies have become a universal tool for a wide range of applications. With establishing the "Center of Competence for AR & VR", Audi has identified this trend long ago, and fosters intensively the development of innovative solutions for further implementation in specific use cases of the different departments of the company.Almost daily, you can read about new AR and VR applications in different industries. An example for the successful usage is the field of new digital learning types. With VR, spatial situations can be simulated in trainings without a physical room setup. The mapping of actions enlarges and the dealing with dangerous situations can be simulated perfectly in the virtual world without putting the test person or trainer in real danger. In addition, the learning success is much higher than with conventional methods. Motivation and attention increases in this game-like approach enormously. Moreover, the equipment can be set up quick and easy at any location, and the virtual training overcomes language and distance barriers. Once developed, these trainings can be developed further, which is a significant cost factor for a rollout at production sites worldwide.Collaboration is another important area of application for AR and VR. The exchange of spatial information and the direct interaction enables efficient cooperation between different locations. Thus, it helps to identify potential for improvement in an early stage and avoids misunderstandings in communication. The range on which collaborative tools have to be integrated depends on the purpose of the application ­ the spectrum ranges from a simple video or chat function with spatial remarks (remote expert scenario) to full-fledged interactive 3D data integration.Feature exploration and new ways of storytelling not only explain customers the benefits of a new product, but also create a more emotional relationship to the brand. The list of potential fields of applications can be continued endlessly.How does Augmented and Virtual Reality look like in reality?In addition to all the positive aspects, it is worth mentioning that the success depends on the acceptance of the users. Thus, the topic of user experience needs extensive awareness in every pilot application. Furthermore, regulations for safety or occupational health issues increase the effort required to integrate new technical solutions into existing IT VTHE BIG WHEEL OF AUGMENTED AND VIRTUAL REALITYJAN PFLÜEGER, COORDINATION AR&VR, CENTER OF COMPETENCE AR &VR AT AUDI AGJan PflüegerIN MYOPINION
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