VR Finds a Growth Path in Enterprise, but Not without Obstacles

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By Eric Abbruzzese | 3Q 2019 | IN-5547


Efforts Continue outside of the Standard Consumer Space


After a few years of testing the waters in the consumer space, Virtual Reality (VR) is right alongside Augmented Reality (AR) in many enterprise conversations centered around visualization and digitization. VR has been cast in a consumer-only light for quite some time, with a comfortable but still-limited market in media and entertainment, specifically gaming. Today, with AR’s impressive Return on Investment (ROI) display, enterprises are exploring VR as an alternative to AR or an additive device in their grander digitization plans.

HTC’s newest device, the HTC Vive Pro Eye, is an iteration of its existing Pro platform with the addition of eye tracking and an eye-watering starting price of US$1,600. BMW is working with ZeroLight and HTC for VR buyer experiences, joining other brands like Audi that have been in the VR game for longer. Business-to-Business-to-Consumer (B2B2C) enterprise entertainment continues to grow as well, with Las Vegas hotels including The Linq, MGM Grand, and The Venetian all investing in VR experiences (Sur…

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