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This book presents a comprehensive collection of case studies on augmented reality and virtual realty (AR/VR) applications in various industries. Augmented reality and virtual reality are changing the business landscape, providing opportunities for businesses to offer unique services and experiences to their customers. The case studies provided in this volume explore business uses of the technology across multiple industries such as healthcare, tourism, hospitality, events, fashion, entertainment, retail, education and video gaming. The book includes solutions of different maturities as well as those from startups to large enterprises thereby providing a thorough view of how augmented reality and virtual reality can be used in business.



There’s More to Murphy; Virtual Reality in the Construction Sector

A leading engineering and construction company, J Murphy and Sons Ltd., successfully developed and implemented a virtual reality training module with the assistance of Clicks and Links. This system allows Murphy to deliver engaging, emotive and safety critical content in a manner that improves knowledge retention and drives positive behavioural change across the business.
Gareth Riding

Orthopaedic Surgical TRaining with Virtual Reality: OySTeR-VR

Manchester University NHS Foundation Trust developed and completed the OySTeR-VR project, comprising of the recording and production of 360° virtual reality videos of orthopaedic surgical procedures. These were collated into a library of high quality educational films, enabling a fully immersive educational experience for the training and development of orthopaedic trainees.
Alastair Konarski, Mike Williams, Ronnie Davies, Bibhas Roy

Innovation Flows Through VR for Water Utility

Yorkshire Water commissioned a project with the AMRC to investigate the use of Virtual Reality (VR) during the design phase of their new ‘standard product’ catalogue. The project highlighted a number of design considerations which could be validated more easily, and rapidly through the exploitation of immersive VR, rather than the traditional approach of evaluating physical fluid handling prototypes which were very often scrapped. The use of VR not only produced significant cost savings for the company and consumers, it also enabled Yorkshire Water to reduce its carbon footprint as part of its mission to become a more sustainable utility through its Climate Change Strategy. The final phase of the project involved the successful implementation of a VR system which Yorkshire Water has incorporated into their product design lifecycle.
Michael Lewis

Making Training More Effective with Shared VR: Lanes Group Plc Improves Employee Retention and Reduces the Costs of Recruitment and Training

Lanes Group plc uses an immersive projection cylinder as a collaborative way of engaging with virtual reality content. The cylinder, provided by Igloo Vision, is part of a wider programme of learning and development (L&D) and health and safety (H&S) initiatives. Overall, the aim was to reinforce the company’s commitment to H&S, fast-track the induction of new recruits, and improve employee retention. In combination, the initiatives led to: a 57% reduction in employee attrition, a 9% reduction in employee feelings of unhappiness, and a £1 million reduction in recruitment and training costs. It therefore provides a good example of the efficacy of immersive content for training and development.
James Brewer, Jessica Davey

Heroes to Meet in Virtual Reality; New Media Content Remediation

The Advance Media Tech Lab, established with the support of the government, created VR content using old photos, old media. Using 3D modelling or an actor requires a lot of money but using already created materials can produce VR content at low cost. Understanding the characteristics of VR and coming up with good ideas is the way to create effective VR content.
JongGil Song, JongSoo Kwon

Use of Augmented and Virtual Reality for Enhancement of Aerospace Cabin and Cockpit Experience

Ryerson University’s Mixed-Reality Immersive Motion Simulation (MIMS) lab conducts a variety of research on Mixed Reality (MR) application for aerospace cockpits and cabins. The research team at the MIMS aims to integrate Commercially Available Off-the-Shelf (COTS) equipment with flight simulator data for faster and more reliable development of aerospace systems. The MIMS team has successfully used MR in crew training, rapid development of aircraft cockpits, and visualization of cabin interiors. This chapter provides an overview of three research projects completed at the MIMS lab using MR technology.
Maryam Safi, Joon Chung

AR and VR to Enrich Cultural Heritage and Retail Experiences: ETT Case Studies and Guiding Principles

In recent years, both the cultural and the industrial/retail sectors have been going through an intense period of development, characterized by suggestions from ICT. The use of Augmented and Virtual Reality features for the enjoyment of cultural and retail experiences has become increasingly demanded when it comes to engage different users and increase levels of immersion aiming to the transmission of information. ETT, specialized in technological innovation and Experience Design, has developed high level know-how in the creation of AR and VR experiences, both in Culture and Retail, though the use of cutting edge technologies and engagement and storytelling techniques.
Adele Magnelli, Davide Pantile, Matteo Ventrella, Giovanni Verreschi

Augmented Reality Using ViXAssist and HoloLens 2 for Automotive Service and Maintenance

The cost and complexity of service and maintenance are increasing as vehicles designs become more sophisticated. Holovis developed an AR maintenance system for a luxury vehicle OEM using the HoloLens2 and VixAssist to support service engineers at dealerships worldwide. The system is hands-free, allowing engineers to carry out service and maintenance tasks. Annotations can be added to selected Points of Interests (POI) via a virtual keyboard. Annotations are automatically uploaded to a remote server, which can be accessed by a separate third-party PLM or project management system to facilitate data integration. Users can select a POI and access relevant technical information, which is displayed as a floating window within the environment. This simplifies information access and eliminates the need for printed manuals. Holovis demonstrated that the technology has reached a level of maturity for early adopters. However, there remains a number of technical and ergonomics challenges that need to be resolve for wide-spread field operations.
Henry Chow

Viarama: Virtual Reality for Good

Viarama is a social enterprise that uses virtual reality to benefit schoolchildren and senior citizens in schools, nursing homes, hospices, hospitals, and respite centres, mainly in the UK. This paper explores the issues faced by this work and the often deeply moving nature of utilisation of VR in these environments.
Billy Agnew

Use of Virtual Reality for Hazard Safety Training to Reduce High Risk and Significant Safety Incidents and Increase Training Engagement

Home safely, every day is a core value for LINX Cargo Care Group. Living this core value requires strong support from its people and an equal measure of innovation. In a first for the Australian supply chain and logistics industry, LINX Cargo Care Group (LINX CCG), has leveraged Virtual Reality (VR) technology to significantly lift positive engagement and safety outcomes. LINX CCG’s award-winning VR safety training platform has not only cut the time required for training—while simultaneously improving the quality—it has also delivered an unparalleled level of consistency and notable savings to the Group in form of improved efficiencies.
Anthony Jones

Stations AR Simulated Digital Twin

PAULEY developed a highly innovative platform for augmented reality visualisation and data integration to create a digital twin of HS2’s Old Oak Common Station. Immersive, mixed reality technology aims to help revolutionise the way in which rail station staff are trained and upskilled. Using interactive overlays, provides a platform for enhanced remote training, business continuity and incident management.
Darren Ackers

US Air Force Weather Training Platform: Use of Virtual Reality to Reduce Training and Equipment Maintenance Costs Whilst Improving Operational Efficiency and Retention of US Air Force Personnel

Myriad Global Media was founded in 1989 to develop high impact communications and training for private and public sector organisations. Over that period, Myriad Global (MG) has worked across multiple industry sectors including: Energy, Transport, Defence, Engineering, Healthcare and Education with clients as diverse as the Cabinet Office, Disney and ExxonMobil. It is headquartered in London (UK) with regional hub offices in Abu Dhabi (UAE) and Houston (Texas, USA), and a professional support network in over 30 further countries worldwide. The Founder and Group CEO is James Thompson; Dr. Ramzy Ross is Head of Innovation and Dainius Slavinskas is Head of Technology.
Ramzy Ross, Dainius Slavinskas, Eric Mazzacone

A Preeminent Digital Production Studio Collaborates with One of America’s Most Innovative Universities to Explore the Use of Virtual Reality for Learning

Southern New Hampshire University is a large, innovative institution of higher education in the United States. In addition to a physical campus, the university also serves over 120,000 students online, offering Bachelor’s Degrees, Master’s Degrees, Associate Degrees and Certificate Programs. Due to the large population of remote learners the university has developed sophisticated digital platforms for teaching and learning. SNHU also monitors trends in education and technology. With an interest in virtual reality’s (VR) potential to impact teaching and learning, the Innovation Center at SNHU partnered with Nucco Brain at Unit9, a leading digital innovation and production studio, to design and build VR-based active learning experiences for a neuroscience course. The two teams utilized a collaboration methodology with faculty subject matter experts and learning and instructional specialists working closely with creative technologists.
Adam Blumenthal, Faby Gagné

Virtual Reality’s Role in Improving Student Knowledge and Engagement in the Materials Testing Laboratory

The aim of this work was to evaluate the efficacy of using virtual reality (VR) to develop training modules for students in mechanical engineering laboratory classes. Specifically, we investigated the feasibility of applying VR in material testing labs to increase engagement and learning outcomes and also in fostering more effective use of expensive lab equipment. To validate the VR software and test our hypotheses, we conducted pilot testing at Texas A&M University. A two-group, randomized control trial was conducted with 118 students. Results of the pilot test suggest an overall positive outcome for students participating in the VR virtual lab first (experimental condition) compared to those who performed the physical lab first (control condition). Students in experimental condition scored significantly higher on both multiple-choice and open-ended subject matter questions. Subgroup analysis indicated that females in the experimental group gained twice as much as males.
Rajesh Jha, Douglas Choi, Rebecca Traboulsi, Arun Srinivasa

Bank of Ireland Tests Meetings in Virtual Reality

This paper summaries a case study conducted by Meetingroom and Bank of Ireland in exploring the use of virtual reality to conduct meetings online. The case study was to compare virtual reality meetings to traditional video teleconferencing software. The results point to the improved feelings of presence, closeness, and arousal for virtual reality environments, but also demonstrate a difference in the experience for female and male participants. In particular, the use of avatars instead of real-life video images of the participants was preferred by female participants which point to a possible de-biasing ability for virtual reality environments.
Abraham G. Campbell, Athanasios Staikopoulos, Thomas Holz, Mike Harlick, Jonny Cosgrove

How INVISTA’s Transforming Manufacturing Training with Virtual Reality

Can VR training improve manufacturing? It definitely can. In 2019, INVISTA came to Circuit Stream with a problem. Their current training model of slides and job shadowing was taking them months to train employees—six months actually.
What was more, once the employees were trained, they often still didn’t have the hands-on experience needed for technical and skills-based roles. INVISTA was spending hours of manpower and losing valuable operational time while teaching new recruits. Plus, materials put toward training were thrown out; creating waste in the process.
This is where Circuit Stream came in. Circuit Stream applied its process for VR training to help INVISTA reduce costs while creating a faster, safer, and more engaging training experience. Read on to learn about the project’s transformational results.
Lou Pushelberg

Use of Virtual Reality to Support Rapid Upskilling of Healthcare Professionals during COVID-19 Pandemic

During the first six months of the COVID-19 crisis Virti, a UK based training and development company, created, distributed, and analysed training and development support to NHS organisations across the United Kingdom and United States. This innovative and rapid response to the emerging needs of the healthcare sector has demonstrated how VR can be used to provide adaptive training at scale and pace.
Alex Young, Alex Aquilina

Cost-Effective and Eco-Friendly Fire Investigation Training Using Photorealistic Interactive Room Scale Virtual Reality

Reality in Virtual Reality Limited (RiVR) conducted research with various fire services in UK, USA, and Europe to understand how fire departments train personnel in the discipline of fire investigation. The aim was to identify if this task could be replicated in VR using an immersive VR application to improve the health and safety of practitioners, reduce the ecological impact, save costs and improve accessibility. Although the product has only been released in 2020, the feedback and adoption provides a good example of the efficacy of immersive content for training and development in this particular field and has also helped to create a roadmap for future expansion across the blue light service community.
Bradley Friend Woodward

Reuniting Hospitalised and Isolated People with their Beloved Ones outside the Hospital with the Help of VR Livestreaming

VRiend a Stand-Alone, Low Latency VR Streaming Platform
Horus VR developed a low latency VR livestreaming platform called VRiend. VRiend enables patients and isolated people to reconnect and communicate with their beloved ones outside the hospital. Patients could go back to school and follow lessons again, attend business meeting at work to stay up to speed with their colleagues or just have a chat with their grandchildren back home.
Bas Beukers
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