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Page 1: GS1 université d'été 2015

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Réalité Virtuelle et Commerce ?Technologies et Usages à l’aube d’une

révolution sans précédents

David Nahonhttp://bit.ly/iVEvangelist

Directeur du Laboratoire d’immersion virtuelle de Dassault Systèmes

Chargé de mission Stratégie et Développement au CA de l’AFRV

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Dassault Systèmes et l’iV Lab

L’immersion Virtuelle (iV), la science de illusion

Technologies actuelles et futures: la revolution est en marche !

Cas d’usages connus (B2B2C) dans la conception

Opportunités et défis sur le point de vente (B2C)

Pour aller plus loin

Agenda

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Our Company

a ScientificcompanyCombining Science, Technology and Art for a sustainable society

12,400passionate people• 112 nationalities• One global R&D / 53 labs • Game changing 3DEXPERIENCE solutions

190,000 enterprise customers• 12 industries in 140 countries• >10 million on premise users• >100 million online users

3,500partners• Research & Education • Software & Technology• Sales & Services

Long-termdriven• Majority shareholder control • Revenue: $ 2.8 Bn*• Operating margin: 31.5%*

* Non-IFRS

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Our Legacy

3D Design

3D DMUDigital Mock-up

3D PLM Product Lifecycle

Management

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The 3DEXPERIENCE Platform

Social & Collaborative Apps

3D Modeling Apps

Simulation Apps

Information Intelligence Apps

Real time 3DEXPERIENCE

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Strategic Operational ElementsIndustries

“Solution Experience”12 Geo Field Operations“Customer Experience”

Brands“User Experience” & Communities

VS

BT

PC

Software & Applications + Content + Services

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Our Clients: Industry leaders at the heart of InnovationTRANSPORTATION & MOBILITY

AEROSPACE & DEFENSE

MARINE & OFFSHORE

INDUSTRIAL EQUIPMENT

HIGH-TECH

CONSUMER GOODS - RETAIL

CONSUMER PACKAGED GOODS - RETAIL

LIFE SCIENCES

ENERGY, PROCESS & UTILITIES

ARCHITECTURE, ENGINEERING & CONSTRUCTION

FINANCIAL & BUSINESS SERVICES

NATURAL RESOURCES

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Our Purpose

Dassault Systèmes provides business & peoplewith 3DEXPERIENCE universes to imaginesustainable innovations capable of harmonizingproduct, nature and life.

“ “

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Immersive Virtuality (iV)The art and science of building experiences

where the user’s body is highly coupled with the 3D

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The Sensori-motor loop

3DEXPERIENCE

actionperception

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virtual user

If closed loop, strong requirement:

<~ 20 msec loop

Courtesy Rolland Jouvent,in “Le cerveau Magicien”

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From – « Le Cerveau Magicien », Roland Jouvent

« The Horse is our connection to the real »

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virtual user

If closed loop, strong requirement:

<~ 20 msec loop

Courtesy Rolland Jouvent,in “Le cerveau Magicien”

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Definitions of presence

Présence vs Immersion

‘The sense of “being there”’ (Held & Durlach, Sheridan, Zeltzer: premier issue of PRESENCE, 1992)

‘A perceptual illusion of non-mediation’ (Lombard and Ditton,1997)

‘A mental state in which a user feels physically present within the computer-mediated environment’ (Draper & Kaber, 1998)

‘The subjective experience of being in one place or environment, even when one is physically situated in another’ (Witmer & Singer, 1998)

C.f Mel Slatterhttp://www.cs.ucl.ac.uk/staff/m.slater/Papers/rss-prepublication.pdf

Presence is made of• “Place Illusion”: filling being

there (the horse)• “Plausibility Illusion”: no

sudden incoherence (the rider)

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Reality Virtuality

Mixed Realities (MR)

Augmented Reality (AR) Augmented Virtuality (AV)

Milgram’s Reality-Virtuality continuum (1994)

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VR Technologies

1-2 k€

5 k€

10 - 50 k€

300 – 1000+ k€

Low Cost CAVE

Middle and High End CAVE

Head Mounted Displays

Desktop VR (zSpace)

12

3

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PLM steps (only relevant for manufacturing industries)

Imagine the best product/process

Model it

Simulate it

Produce it

Sell itMaintain and operate it

Refine and update specifications

Explain how to use/do it

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If the specifications are good, product has better chances to be good !

Imagine the best product/process•Qualitatively understand your future user•Optimize their user experience•Asses customer’s perceived value

Car interior habitability studies

© PSA Peugeot Citröen

“In real context” concept reviews with AR

probably usefulin deploymentmature

Benefits:

Packaging and product placement studies

Assembly line ergonomics© PSA Peugeot Citröen

© Clarté© 3DS

© 3DS

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(immersive experience at 1min20)

3DS CPG-R Perfect Shelf Solution Experience

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Model it•Be more creative, have unique insights at body scale•Enable participation of casual users through a simpler experiences•Go faster by leveraging more degrees of freedom than desktop

Benefits:

Store design and layout at scale one in a CAVEClay modeling on Personal

Space Station

Viewpoint control with marker tracking

From Layout to Shape

Shaping on InfiniteZ’s zSpace

Configuration of restricted spaces in a CAVE

probably usefulin deploymentmature

© Clarté

© 3DS

© 3DS

© 3DS

© Napkin Sketch

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3DS My Store CG-R Solution Experience

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Doc & Training

Explain how to do it•Faster operations with immersive instruction•Longer lasting experience through lower brain stimulation•Efficient “virtuality to reality” transfert

Benefits:

Technical gesture training

Emergency procedures training

zSpace Mounting

instructionsMR Maintenance

training of photocopier

probably usefulin deploymentmature

© CEA List - Renault© Canon

© 3DS

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Maintain and operate it

Business Operations (fake)

Plant onsite security visits (fake)Plant operational

virtual replica

•More straightforward access to information: saves time•more usefull insights when you are within the data

Benefits:

AR Automotive servicing (BMW

fake)

probably usefulin deploymentmature

© BMW© Basf

© 3DS © 3DS

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Cultivate user’s intimacy with your offer …Sell it

•Product is familiar before it is purchased•Attract prospects to your (real or virtual) store•Reinforce brand relation with customers

Benefits:

Advergames: leverage the magic of AR

Furniture at home AR tryout

Car Showroom: unlimited options demo

probably usefulin deploymentmature

Apparels and Hard goods

© TI

© Panasonic

© 3DS -Nestlé© Calrté - Renault

© 3DS

© 3DS - Nestlé

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Challenges of HMDs in the store: reseller / customer interactions

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CAVE vs HMDCAVE HMD

Presence of the real environment + -

Presence of your own body + -

Presence of other people + -

Natural interactions (walk, point at, grab …) + -

Field of view = =

Field of regard - (except 6-sided) +

Transportable - +

Affordable (immersivity/€) - +

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Proposal

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Cf http://www.3ds.com/never-blind-in-vr/

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Follow the good channels to stay up-to-date Mail-lists / Forums

VR Geeks: http://www.vrgeeks.org/ AFRV: http://www.af-rv.fr 3DUI: http://people.cs.vt.edu/~bowman/3dui.org/3DUI_mailing_list.html

EventsLaval Virtual: http://www.laval-virtual.org/ AFRV: http://www.af-rv.frGreg Madison’s Meetups: http://www.meetup.com/Paris-Realites-Alternatives/ IEEE VR / 3DUI: http://ieeevr.org

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Thank you !Reach me at http://bit.ly/[email protected]

http://www.3ds.com/industries/consumer-goods-retail

http://www.3ds.com/industries/consumer-packaged-goods-retail