We asked 10 experts to share their views and opinions on virtual reality (VR) and augmented reality (AR).
"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.
"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
"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
"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)
"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.
"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"
"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.
"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.
"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.
"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.