TRENDS OF VR, AR AND MR-TECHNOLOGIES DEVELOPMENT IN MODERN BUSINESS
Abstract
The article considers the development of the concepts of virtual and augmented reality, their inherent types of technologies, as well as current trends in the market of virtual and augmented reality technologies. On the basis of empirical research the wide range of possibilities from use of technologies of virtual and augmented reality is formed. On platforms that use VR (virtual reality), AR (augmented reality) and MR (mixed reality) technologies, there are three groups: products for the personal computer, independent devices, applications for smartphones. The analysis of tendencies of development of digital technologies, their influence on formation of business trends and definition of actual trends in the world in the conditions of pandemic of 2020 is carried out. Considered how the 401 МЕНЕДЖМЕНТ Covid-19 pandemic has changed the demand for retail, virtual big fashion shows, premieres and announcements of new products, mapping, advertising. To this end, in May 2020, the Poplar platform received funding of 2.5 billion. The article presents a forecast of revenue in the market of virtual and augmented reality technologies in 2021. It is also considered how different brands, such as: Lego, Adidas, Wayfair, Ikea use the capabilities of virtual reality technologies. For example, in the first manifestations of AR technologies, they could be activated and transferred to the Internet resource only with the help of QR-code, now it is possible to use the technology without these markers. Existing in-house orientation programs (ARKit and ARCore) provide in-house orientation in shopping malls, airports, hospitals and some office centers. It also examines what digital transformations are taking place in various areas of human activity, including what opportunities will be offered by Google in its projects. Considered as the development of digital technologies leads to the transformation of business models, resulting in the constant emergence of new products and services; the format of works, methods of management, production, sale and use of products, etc. are changing. The digital transformations taking place in various spheres of human activity are considered, and forecasts concerning the further development of these directions are given.
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