VIRTUAL AND AUGMENTED REALITY IN AUTOMOTIVE
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VIRTUAL AND AUGMENTED REALITY IN AUTOMOTIVE
IMMERSIVE TECHNOLOGIES WILL FORM
THE NEXT WAVE OF DIGITAL DISRUPTION
AR / VR / MR
IF WE CONCLUDE FROM THE PAST,
IMMERSIVE TECHNOLOGIES MOBILE
WILL REWRITE THE RULES…
WEB 2.0
?
WEB 1.1 Peer-to-Peer Networks
In-app Purchases
WEB 1.0
Social Networks
Personalized Ads
PC Search
Paid Search
…IN TERMS OF BUSINESS
Hardware Access
Internet Access
Subscription
MODEL,ARCHITECTURE AND
PC Sales DOMINANT PROVIDERS
Source: Based on Digi-Capital (July 2016) Copyright 2017 Accenture. All rights reserved. 2
AFTER SEVERAL DECADES ATTEMPTS –
AR AND VR ARE NOW POISED TO TAKE OFF
Trial and Error (1950s - 2000s) Modern Age (since 2010)
1950s – THE SENSORAMA 1987 – VR IN ARCADE 2017 – ARKIT & ARCORE
First commercial VR use. Morton Virtuality Group begins to sell VR Apple‘s & Google‘s developer tools make
Heilig offers virtual motorcycle ride (mobile) AR available for mass market
gaming machines for $70,000 2014 – GOOGLE GLASSES
through NY for 25 cents per ride
Google releases first light-weight device
for consumers starting wearable AR trend
2016 – POKEMON GO
Breakthrough for AR with
2013 – VW MARTA Pokemon Go: Downloaded more
VW develops Mobile AR than 500m times worldwide
Technical Assistance (MARTA).
1968 – SWORD OF DAMOCLES 1991 – COMMERCIAL VR GEAR It uses built-in camera on tablet
proofing revenue potential
Ivan Sutherland created first VR HMD Jaron Lanier is first to sell VR goggles to display vehicle service
with NASA. Due to its weight, it was ($49,000) and gloves ($9,000) information in real-time
fixed to the ceiling (hence the name)
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 3
MAINSTREAM ADOPTION OF IMMERSIVE
TECHNOLOGIES IS ONLY A MATTER OF TIME
Head-Mounted Devices Handheld Devices
HMD Device Shipments [in Million] Installed Base of ARKit and ARCore [in Million]
70 2.500
61
60
2.052
Viewers
2.000
50 47 1.695
VR HMDs
40
1.500
32
983
30 1.000 853
21 20 814
20 586
14 434 740
10 500 391
10
3 AR HMDs 72
0 1 (iPads not included)
0 0
2017 2018 2019 2020 2021 2017 2018 2019 2020 2021
VR Devices AR Devices ARKit ARCore
HMD device shipment growth ARKit and ARCore bring AR to mass market
@ CAGR 54,1% to reach 81,2M IN 2021 REACHING MORE THAN 3BN users in 2021
Source: IDC (2017); Accenture based on Digi-Capital & Artillry (2017) Copyright 2017 Accenture. All rights reserved. 4
TECHNOLOGICAL ADVANCEMENTS HAVE
UNLEASHED THE FULL POTENTIAL OF AR-VR
5. Keen Sensors
3. Sharp Cameras
Sensors to detect real-world objects, visual
1. Fast Connectivity Video cameras with 60 fps rendering, positioning and cognitive recognition
12 megapixel (iPhone X) compared to Speech Visual Gesture
Networks enabling high 30 fps and 3.1 megapixels (iPhone 3GS)
speed data transfer
1G 3G 5G
2.4Kbit/s 2 Mbit/s 25 Gbit/s
2. Powerful Processors
4. Affordable Devices
High computation power. iPhone X 6. IoT Penetration
2013: $1,300 (Google Glass),
(2.3 GHz) is 6 times faster than the
2016: $600 (Oculus VR), IoT penetration is driving the demand for faster,
first iPhone (400 MHz)
2017: $600 (HTC Vive), $100 (Zeiss VR more intuitive visualization and interaction
One), $15 (Google Cardboard) 2015 2020
IoT
Devices 10bn CAGR 15% 20bn+
Source: Apple (2017), Google (2017), Oculus (2017), HTC Vive (2017) Copyright 2017 Accenture. All rights reserved. 5
BUSINESSES ALREADY STARTED TO REALIZE
THE BENEFITS OF IMMERSIVE TECHNOLOGY
VISION PICKING | Equipping warehouse employees AUGMENTED MAINTENANCE | Providing HoloLens to
with smart glasses that visualize where each picked service technicians to visualize machine and establish
item needs to be placed direct communication with remote support
25% increase in operations efficiency Reduced average length of service calls by 4x
Source: DHL (2017), Thyssenkrupp (2017) Copyright 2017 Accenture. All rights reserved. 6
AND INDUSTRY EXPERTS ARE CONVINCED:
AR-VR WILL CHANGE EVERY ORGANIZATION
IT IS GOING TO CHANGE THE WAY
WE USE TECHNOLOGY FOREVER.
Tim Cook, Apple, November 2017
EVERY ORGANIZATION
NEEDS AN AR STRATEGY.
Michael E. Porter, HBR, November 2017
Source: Apple (2017), HBR (2017) Copyright 2017 Accenture. All rights reserved. 7
NOW WHAT ABOUT OEMS? Source: Volkswagen (2017) Copyright 2017 Accenture. All rights reserved. 10
A STUDY BY BVDW & ACCENTURE OUTLINES THE
OPPORTUNITIES AND CHALLENGES OF AR-VR
IN THE AUTOMOTIVE INDUSTRY
AR-VR IMPORTANCE AREAS OF RECOMMENDATIONS
IN AUTOMOTIVE VALUE CREATION OF FOR OEMS
AR-VR
Qualitative Insights
25 External / Internal Expert Interviews
Copyright 2017 Accenture. All rights reserved. 11WHAT IMPORTANCE
DOES AR-VR HAVE
FOR OEMS?
Copyright 2017 Accenture. All rights reserved. 13OEMS HAVE IDENTIFIED THE POTENTIAL AND ARE RAMPING UP THEIR ACTIVITIES … Source: Automotive News, CIO, Innovators Magazine, Copyright 2017 Accenture. All rights reserved. 14 VRfocus, Haptic.AL (2017)
… WITH PROJECTED AUTOMOTIVE SPENDING
VOLUME IN AR-VR TO RISE TO $12,8BN IN 2021
2017 2021
$0,2bn $12,8bn
AUTOMOTIVE SPENDING WILL GROW
@ CAGR 182% TO REACH $12,8bn UNTIL 2020
Source: Accenture based on IDC, Gartner, Frost Sullivan (2017) Copyright 2017 Accenture. All rights reserved. 15WHAT ARE THE
OPPORTUNITIES
FOR OEMS IN AR-VR?
Copyright 2017 Accenture. All rights reserved. 16AR AND VR CREATE BUSINESS VALUE ACROSS THE
VALUE CHAIN AND BY BECOMING PART OF THE CAR
AREAS OF VALUE CREATION
1 Value Chain 2 Product
AR-VR become part of car and
AR-VR can IMPROVE PERFORMANCE
ecosystem CREATING ENHANCED USER
ACROSS ENTIRE VALUE CHAIN from R&D
INTERACTIONS and helping OEMs to better
to manufacturing, sales and aftersales
DIFFERENTIATE THEIR PRODUCT
Source: Accenture based on HBR (2017) Copyright 2017 Accenture. All rights reserved. 17WIDE RANGE OF AR-VR OPPORTUNITIES
ACROSS THE ENTIRE VALUE CHAIN OF OEMS
Non-Exhaustive
Research Manufacturing Marketing
Aftersales
& Development & Supply & Sales
AR Beta-Prototype Testing
Training
with End-Customers
Virtual Remote Smart Glasses Assistance in Augmented
Rescue Assist App
Development / Prototyping SCM / Production Car Configurator
Self-Driving Quality Control by
Showcasing Exterior Accessory Parts
Car Testing Overlying Target Situation
Augmented Control Virtual Virtual Technical Handbook
of Production Line Car Configurator (for service / workshop)
Vision Picking Virtual Test / Training Drives
Augmented Damage Analysis
in Logistics (inside / outside the car)
Virtual
Virtual Factory Twin
Showroom
Virtual Remote
Control of Production AR VR
VR mostly used for OEMs already working on AR-VR since ADVANCEMENTS IN AI opens up
TRAINING PURPOSES AND late 1990s – LARGE NUMBER OF USE more sophisticated use cases, e.g. AR
IN REMOTE SETTINGS CASES ALREADY IN PILOT supported error recognition in production
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 18BMW AUGMENTED REALITY VISUALIZER ENABLES SHOWROOM EXPERIENCE AT HOME Augmented Car Configurator Description Benefits As a simple AR configurator, the BMWi visualizer allows The interactive visualizer creates an immersive and to change basic settings such as color or wheels and put engaging customer experience offering diverse future the car into different environments. potentials, e.g. in the direction of upselling or aftersales. Source: BMW (2017) Copyright 2017 Accenture. All rights reserved. 19
THE DISRUPTIVE IMPACT OF AR-VR
INTERFACES ON THE CAR AND ITS USAGE
LOCATION-BASED
INTERACTION GAMIFICATION
VISUALIZATION
AR SIGNS HOLOGRAM MENU GEOCACHING
NAVIGATION
VIRTUAL TECHNICAL BACKSEAT
NAVIGATION
HANDBOOK ENTERTAINMENT
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 22WAYRAY’S AR NAVI PROJECTS HOLOGRAPHIC
IMAGERY AND NOTIFICATIONS ON WINDSHIELD
Augmented Reality
Navigation
Description Benefits
The startup projects a virtual dashboard onto a driver’s By delivering contextually relevant information to
windshield displaying information such as speed, drivers, they are fully informed, are helped to stay better
arrows and other elements to support navigation. focused leading to an increase in safety.
Source: Wayray (2017) Copyright 2017 Accenture. All rights reserved. 23WHERE WILL AR-VR
HAVE THE BIGGEST
IMPACT FOR OEMS?
Copyright 2017 Accenture. All rights reserved. 24MOST PROMISING USE CASES
IN AUTOMOTIVE
Cost Process Added
Reduction Optimization Customer Value
Research & Development
Manufacturing & Supply
Support Functions / Training
Aftersales
Marketing & Sales
Product
Virtual Augmented Immersive
Most promising Use Cases
Prototyping Training Showrooming
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 25WHAT IS PREVENTING OEMS
FROM UNLEASHING THE FULL
POTENTIAL OF AR-VR?
Copyright 2017 Accenture. All rights reserved. 26TECHNICAL MATURITY OF HW REMAINS MAIN
CHALLENGE FOR AUTOMOTIVE OEMS
Hardware Maturity
Limited processing power and battery life, low resolution, hand-eye tracking, unaesthetic form
77%
User Acceptance
Constraints with unknown physical impacts and concerns about privacy & aesthetics
69% IMMATURE HARDWARE
SLOWS DOWN
IMPLEMENTATION
54%
UI and Experience OF USE CASES
UI not yet optimized for AR/VR experiences. Mobile-like forms offer poor UI
46%
Data Management
Complex integration of IoT data to enable visualization & interaction
IOT PLATFORMS
Business Case
Often unclear ROI – no comparable projects
38% CAN HELP TO
HARNESS DATA
What are the top three challenges your organization is facing in the implementation of
immersive technologies, n = 25
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 27WHAT DO
OEMS
HAVE TO DO?
ESTABLISH A DEDICATED
AR-VR STRATEGY!
Copyright 2017 Accenture. All rights reserved. 28MAKE AR-VR AN INTEGRAL PART
OF YOUR ORGANIZATION
Governing
Organization AR/VR UNIT
• Defines overall AR-VR
strategy and sets priorities
• Defines technological
Start with creating a AR-VR
Unit standards and processes
DEDICATED UNIT • Enables business units
TO ESTABLISH THE
INFRASTRUCTURE Business Business
Unit Unit Operating
for AR-VR to flourish BUSINESS UNITS
AR-VR Strategy
• Operates own AR-VR projects
Technical Infrastructure • Shares overall AR-VR strategy
• Adheres central technological
Budget / Budget /
Operations Operations
standards and processes
BENEFITS
Synergies Knowledge Business Units AR / VR Adoption Strategic Initiatives
leveraged shared enabled facilitated prioritized
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 29CONSIDER WHERE AR-VR CAN BRING MOST
VALUE IN YOUR ORGANIZATION
2. SELECT RELEVANT
USE CASES
Flawless
HW, SW
and user
interaction
Generate
Cover
user
user
advantage
needs
Financial
potential
Measure
impact
Qualitative 1. PERFORM A 3. PROTOTYPE
factors VALUE ANALYSIS IDENTIFY KEY & TEST
INITIATIVES Collect
AND THEN… user
feedback
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 30AR-VR WILL BE DIFFERENTIATING – BUT TOO
COMPLEX FOR ONE COMPANY ALONE
Illustrative
DEVELOPMENT
CONCEPT MODELLING ENHANCEMENT
& UX/UI DESIGN
Use cases Texturing App Development
Gesture Recognition
Storyboard Rendering API Development
Voice Recognition
Concept art Animations UI / UX Design
Customer- Sensitive Highly specific Outsource app
No competitive advantage and design
specific Data capabilities required
Inhouse or Outsource or
from doing in-house
Outsource
Partner Partner
Continuous know-how development needed Partner for
Gain first mover advantage
backend integration
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 31WITH RIGHT APPROACH, OEMS CAN EXPLOIT
FULL VALUE OF IMMERSIVE TECHNOLOGIES
BEFORE MAINSTREAM ADOPTION,
OEMS NEED TO DEFINE A DEDICATED AR-VR STRATEGY
1 2 3
ORGANISATION IMPLEMENTATION COLLABORATION
• Make AR a priority • Consider where AR-VR • Partner up to leverage
• Build an governing AR- can provide most value the full potential of AR-VR
VR unit to establish the • Identify most valuable • Outsource non-
infrastructure use cases conceptual activities
Source: Accenture (2017) Copyright 2017 Accenture. All rights reserved. 32DISCUSSION
Please get in touch with the initiators of this study to discuss:
Ricarda Wagner Tobias Lucas
Referent Digitale Transformation, BVDW Manager, Accenture Digital
Phone: +49 30 206218619 Phone: +49 15117156296
E-mail: wagner@bvdw.org E-mail: tobias.lucas@accenture.com
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