Virtual, Augmented, and Mixed Reality Opens Up a World of Possibilities for Publishers

From eContent magazine:

Todd Richmond, director of MxR, an MR lab at the University of Southern California Institute for Creative Technologies/School for Cinematic Arts, echoes those sentiments. He says that VAMR represents the third new medium for communication and collaboration we’ve had in the last 20 years, after internet and mobile.

“Any publisher who ignored web and mobile likely is gone or has a niche market. VAMR will become a fundamental medium just like those, so ignore it at your own peril,” says Richmond.

Indeed, the talent you rely on should be able to spin a good visual yarn and create compelling experiences. “Businesses tend to lack tactical patience and want a quick win and fast return on investment. But taking a new medium from curiosity to necessity takes time and thoughtful effort,” Richmond says. “New interactions need to be created. New ways of human interaction need to be explored. With VAMR, we need to be more thoughtful in our adoption and development and try to avoid a future with digital regrets.”

What’s Ahead on the Virtual Horizon

Richmond forecasts that it will take up to another decade before VAMR is truly integrated into society, but not before the current VR bubble bursts and is reimagined in some way. “VAMR won’t go away. It will become part of the fabric of our world,” he says.