Dinesh Punni, CEO of Immersive Insiders, and Srinivas Reddy, visiting professor at Kellogg School of Management, dive into the world of spatial computing. They discuss how augmented reality is transforming consumer behavior and brand awareness, backed by in-market research. The conversation highlights the challenges of VR/AR in training and retail, emphasizing user-centered design. Predictions for the future of immersive technologies involve greater integration into daily life, stressing the importance of cohesive ecosystems for success.
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question_answer ANECDOTE
Underwater VR Training
Juan Martinez describes a cab driver's dangerous job working on underwater generators.
This illustrates VR's potential for safe job training.
question_answer ANECDOTE
BrickIt App
Juan Martinez enjoys the BrickIt app, which uses augmented reality.
It helps him and his kids find Lego creations from scattered pieces.
question_answer ANECDOTE
Prince of Persia
Tom Stackpole contrasts the 2D Prince of Persia game with its less successful 3D reboot.
He suggests not all experiences benefit from added complexity.
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The Apple Vision Pro is the latest in a long line of trendy, expensive spatial computing headsets. (Remember Google Glass?) But the augmented reality and virtual reality features that these devices enable can have an impact beyond video games. Pioneering companies are using these immersive tools to train employees and to engage with consumers in digital and retail settings. It’s growing increasingly important for senior leaders to explore the possible use cases and to understand the potential benefits and ongoing challenges that accompany these technologies.
Tech at Work is a four-part special series from HBR IdeaCast. Join senior tech editors Juan Martinez and Tom Stackpole for research, stories, and advice to make technology work for you and your team.
In this episode, researcher Srinivas Reddy and AR/VR entrepreneur and educator Dinesh Punni discuss how augmented reality can affect consumers’ brand awareness and purchasing behavior. The experts share business results from in-market research, identify challenges for the technology as it evolves, and explain how to launch a spatial computing experiment at your organization.
Reddy is a visiting professor of marketing at Northwestern University’s Kellogg School of Management and professor emeritus of marketing at Lee Kong Chian School of Business, Singapore Management University.
Punni is the CEO and founder of a Berlin, Germany-based company, immersive insiders, that trains AR/VR developers and designers.
This is the final episode of the Tech at Work series. Check out our other episodes:
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