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ten by 10
Virtual and Augmented Reality
We asked 10 experts to share their views and opinions on virtual reality (VR) and augmented reality (AR).
1
"VR has a unique way of provoking emotions and thoughts that normal demos can't. You can bring the entire world into a small space, and the value of that is immeasurable."
— Colleen Bisconti, vice president, global conferences and events, IBM Corp.

2
"Our focus is always on enhancing engagement. VR and AR provide an amazing opportunity to build on the live experience."
— Tom Yurkin, creative director, Freeman XP

3
"VR is an amazing way for brands to break through the noise. People line up for it, and when they're done, they've actually heard your value proposition."
— Dave Beck, managing partner, Foundry 45 LLC

4
"Both technologies are definitely here to stay, and I think right now we're currently witnessing the Model T versions of what will eventually be extremely impressive AR and VR activations down the road."
— Errol Ahearn, vice president of global design, Global Experience Specialists Inc. (GES)

5
"We will see more of VR and AR, but only for brands with the budgets for top-quality experiences. They will not be adopted on a mass scale for at least five years."
— Ivan Lazarev, president and CEO, ITN International Inc.

6
"We are just starting to scratch the surface in terms of development, design quality, and adoption. The 'Star Trek' holodeck will step by step become a reality."
— Corbin Ball, CMP, author of "The Ultimate Technology Guide for Meeting Professionals"

7
"Currently, business-to-business companies are not using AR and VR to communicate their unique business differentiations; they are using the technology as a video-game facade to drive traffic."
— Dana Drissel, vice president of marketing, Kaon Interactive Inc.

8
"AR and VR should help you go further and more deeply into the story, not simply recreate the norm."
— Nathan Grepke, president, Blue Pony Digital Inc.

9
"The time it takes to participate in a VR experience is the main drawback. And it doesn't help if there is a 10-minute wait just to get the goggles on."
— Mitchell Mauk, principal, Mauk Design Inc.

10
"Don't overlook the hygiene issue. You must clean the headsets since you're putting them on people's heads and faces."
— Victor Torregroza, brand experience design program manager, Intel Corp.


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