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S.C

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2012

Extrapolating on 18 years of History in the VR Solution Market: The Potential of

zSpace to Disrupt the Industry

David Nahon Immersive Virtuality Lab (iV Lab)

Director at Dassault Systemes

Member of the Board at AFRV

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AgendaSome words about me and Dassault Systèmes

What we mean by VR : Immersive Virtuality

Components of an immersive experience: container + content

The challenge for a company putting immersive techno on the marketValue chain of the B2B2C: serving Customers through Business partners

Lessons learn from succesful and non-succesfull storiesCAVEs, HMDs, Nintendo Wii and 3DS, Wacom, Spacemouse, Guitar Heroe, leap motion, 3DVision

Conclusions on requirements for success, a proposed metric: MADIKAffordable, Deployable, Immersive, Multi-purpose, Killer-purpose

How does zSpace compares with its predecessors/competitors using MADIK

Proposed directions for valuable usages in 12 industries and in the consumer markets

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http://www.linkedin.com/in/davidnahon

Cf My Linkedin Profile

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Our Purpose

Dassault Systèmes providesbusiness & peoplewith 3DEXPERIENCE universesto imagine sustainable innovations capable of harmonizing product, nature and life.

““

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Our Legacy

V3 V4 V5 V6

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Key Elements of Our Platform

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Our 3DEXPERIENCE PLATFORM

Powersour Brands

Our 3DEXPERIENCE Platform

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Our 3DEXPERIENCE Platform

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The Sensori-motor loop

3DEXPERIENCE

actionperception

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virtual user

If closed loop, strong requirement:

<~ 20 msec loop

Courtesy Rolland Jouvent,in “Le cerveau Magicien”

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From – « Le Cerveau Magicien », Roland Jouvent

« The Horse is our connection to the real »

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Courtesy Rolland Jouvent,in “Le cerveau Magicien”

Virtual Reality Immersive Virtuality (iV) is a set of technologies and sciences that enables to physically

immerse a user within a virtual 3D world by providing both an enhanced presence of the virtual world for the user (with stereoscopic and view dependant rendering, 3D

sound, haptics …) and an enhanced presence of the user in the virtual world

(through direct natural body interactions)

virtual user

Strong requirement:

<~ 20 msec loop

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Story Telling

Specific iUX

Scenario

Media

HW / SWDrivers + Generic iUX

Content

ExperienceContainer

An immersive experience

zSpace Market

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Who What Entreprise User

Home or Pro User

End User runs the experience

Customer puchases and deploys the experience

ISVManagment

Product Marketing Manager

articulates value and promotes the product

Engineering team Application developer

UX designer Designs and validate the UX

Hardware/Device/SW vendor and integrators

Sells the experience container

The stakeholders, the challenge for zSpace and alike

Developer

H/W vendor

End User

Bring innovative valuable

user experiences to the end users and

customersthrough the usage of

new devices and technologies

IT

Customer

iV Expert

Marketing

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Definitions

Présence vs Immersivity

‘The sense of “being there”’ (Held & Durlach, Sheridan, Zeltzer: premier issue of PRESENCE, 1992)‘A perceptual illusion of non-mediation’ (Lombard and Ditton,1997)‘A mental state in which a user feels physically present within the computer-mediated environment’ (Draper & Kaber, 1998)‘The subjective experience of being in one place or environment, even when one is physically situated in another’ (Witmer & Singer, 1998)

C.f Mel Slatterhttp://www.cs.ucl.ac.uk/staff/m.slater/Papers/rss-prepublication.pdf

Presence du virtuel• “Place Illusion”: Avoir

l’impression d’y être• “Plausibility Illusion”: Garder

une cohérence, ne pas rompre la présence par des incohérences

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Immersive / magic / irresistible UXA Good CAVE (Dassault Systèmes LiVES)

Low latency, wide FOV, small pixels, perfect calibration

Low end or badly administred CAVEBig pixels, bad screen alignment, too small framerate creates latency

Nintendo 3DS AR + stereo 3DPerfectly plausible illusion

Leap Motion, a mouse, wiimote, kinectThe super small latency induces a great sensorimotor illusion

I

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Affordable components are key for affordable productseMagin z800, Sensics pSight

eMaging wanted to use their OLED Micro-displays, but it was too early, and not yet in mass production, so end product was not Affordable

IMU didn’t exist as smartphones didn’t exist, so none came with correct embeded tracker

Occulus Rift is using recent IMU and integrates them in their HMD

Wiimote Nintendo was clever tu use existing accelerometers from the massive airbag industry

Then they added a plugin with gyros to enhance the experience

A

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Deployability

CAVE, Sensics piSight

A very dedicated IT team is needed

With knowledge on all components (tracking, stereo, clusters, ..)

Lots of places where the system may fail

Sensics piSight, Emagin z800

Instant wearability is a challenge

Disney Quest CAVEQuicly closed

Replaced by a much less VR system

D

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Killer usage valueGuitar Heroe, Spacemouse, Wacom Cintiq, CAVE

A single valuable pro or consumer usage may be enough to sell an emerging device

Wacom Bamboo, Falcon Novint, Disney Quest CAVEs

Tranfering pro techno to consumer market is a challenge

Pro needs must also transfer to consumer needs (e.g drawing on tablets)

K

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Multi-purpose valueCAVEs (in manufacturing industries )

By design VR centers can handle a variety of usageWider deployments usually happen on smaller systems

Nintendo Wii or 3DS, Occulus Rift, Leap Motion, Nvidia 3DVision, eMagin z800, Falcon Novint

You may sell a disruptive UX techno if you bring multiple (small) valuable contentsVery demanding developer community strategy, most failedNintendo is the king in this area as they provide off the shelf experiences

M

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The MADIK chart

AffordableMade with massivelly produced components

Deployable Just run it, no need to be a geek

ImmersiveFaking the perception to make virtual as real as reality

Multi-purposeIf I buy it for one usage,

will I find other that sustain my investment ?

Killer-purposeif I remove it, how can you keep living / working

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How does zSpace compares with a CAVE using ADIMK chart

Affordable

Deployable

Immersive

Multi-purpose

zSpace

CAVE

zSpace future ?

Killer-purpose

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How does zSpace compares with similar predecessors/competitors desktop immersive systems using

Affordable

Deployable

Immersive

Multi-purpose

zSpace

Cintiq

3DVision + Mouse + Kbd

C-Station

zSpace future ?Killer-purpose

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How can zSpace improve ?

Affordable

Deployable

Immersive

Killer-purpose Multi-purpose

zSpace

zSpace future ?

Solve lighting constraintsFind a place for the Keyboard ?

Support left hand activity

Use pure Consumer mass components

Become the main screen ?Go to consumer marketSee next slides

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PLM steps (only relevant for manufacturing industries)

Imagine the best product/process

Model it

Simulate it

Produce it

Sell itMaintain and operate it

Refine and update specifications

Explain how to use/do it

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If the specifications are good, product has better chances to be good !

Imagine the best product/process•Qualitatively understand your future user•Optimize their user experience•Asses customer’s perceived value

Car interior habitability studies

© PSA Peugeot Citröen

“In real context” concept reviews with AR

probably usefulin deploymentmature

Benefits:

Packaging and product placement studies

Assembly line ergonomics© PSA Peugeot Citröen

© Clarté© 3DS

© 3DS

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Model it•Be more creative, have unique insights at body scale•Enable participation of casual users through a simpler experiences•Go faster by leveraging more degrees of freedom than desktop

Benefits:

Store design and layout at scale one in a CAVEClay modeling on Personal

Space Station

Viewpoint control with marker tracking

From Layout to Shape

Shaping on InfiniteZ’s zSpace

Configuration of restricted spaces in a CAVE

probably usefulin deploymentmature

© Clarté

© 3DS

© 3DS

© 3DS

© Napkin Sketch

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Doc & Training

Explain how to do it•Faster operations with immersive instruction•Longer lasting experience through lower brain stimulation•Efficient “virtuality to reality” transfert

Benefits:

Technical gesture training

Emergency procedures training

zSpace Mounting

instructionsMR Maintenance

training of photocopier

probably usefulin deploymentmature

© CEA List - Renault© Canon

© 3DS

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Maintain and operate it

Business Operations (fake)

Plant onsite security visits (fake)Plant operational

virtual replica

•More straightforward access to information: saves time•more usefull insights when you are within the data

Benefits:

AR Automotive servicing (BMW

fake)

Car interior habitability studies

probably usefulin deploymentmature

© BMW© Basf

© 3DS © 3DS

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Cultivate user’s intimacy with your offer …

Sell it•Product is familiar before it is purchased•Attract prospects to your (real or virtual) store•Reinforce brand relation with customers

Benefits:

Advergames: leverage the magic of AR

Furniture at home AR tryoutCar Showroom: unlimited

options demo

probably usefulin deploymentmature

Apparels and Clothes

© Cisco (fake)

© TI

© Calrté - Renault

© Panasonic

© 3DS -Nestlé

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Refine and update specifications

Superimpose computation data with real imagery

•Less cognitive load when comparing as built and new plans•Better insights

Benefits:

Styling real vs virtual side-by-side comparisons

© RTTProcess planning re-designFaster Visual clash analysis

© Metaio

probably usefulin deploymentmature

© 3DS

© Covise

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In shortExisting Killer optunities for zSpace as an iV platform in the 12 3DS industries

If we use iV, we have benefits such asOptimize user experience

Asses customer’s perceived value

Be more creative, have unique insights at body scale

Enable participation of casual users through a simpler experiences

Go faster by leveraging more degrees of freedom than desktop

Faster operations with AR instruction

Longer lasting experience through lower brain stimulation

Efficient virtuality to reality transfert

More straightforward access to information: saves time

more usefull insights when you are within the data

Less cognitive load when comparing as built and new plans

Better insights

In short, enhanced:Product Quality

User Experience

Customer Percieved Value

Creativity

Efficiency

Enjoyability

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Who What Entreprise User

Home or Pro User

End User runs the experience

Customer puchases and deploys the experience

ISVManagment

Product Marketing Manager

articulates value and promotes the product

Engineering team Application developer

UX designer Designs and validate the UX

Hardware/Device/SW vendor and integrators

Sells the experience container

zSpace is already doing the best possible job to improve on Killer usage

Developer

H/W vendor

End User

IT

Customer

iV Expert

Marketing

Support internal sponsors

Great Experience for the User

Co-Marketing•Joint value research•Joint events•Loan devices

Seduce CEO !Send developpers

with SDK

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Our BeliefiV is the ultimate 3DEXPERIENCE

The F1 Racing Car effectHigh end technologies feeding regular market products

Concept car effectDream User Experience vision to demonstrate thought leadership

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Besides gaming which is obvious ?

Can zSpace become a home consumer platform ?

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zSpace is likelly to disrupt the industry due to its capacity to

Conclusion

Be the most Immersive desktop platformProvided the left hand can be used efficently

Be the most easilly Deployable Immersive desktop platformProvided lighting and keyboard issues are solved

Be the most Affordable Deployable Immersive desktop platformProvided components can be produced in mass

Be the most valuable platform to deployKiller applications in the profesional market, and in PLM in particular

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