virtual reality

Virtual reality (VR) technologies have excited brands looking to create unique, engaging experiences for customers. Learn how brands are successfully using VR and how to avoid falling into the trap of “cool, but no ROI.”

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Requesting Your Help With A Survey On Smart Manufacturing

Paul Miller August 2, 2019
I’ve written a lot about the ways in which traditional product makers are being transformed by digital. In “From Grease To Code: Industrial Giants Must Bet Their Futures On Software,” for example, I explored ways in which industrial firms are having to reinvent themselves as they augment a hundred years of experience making physical products […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini April 18, 2019
Is There A Resurgence For The CIO Role? For years, the CIO role looked like it had been moving toward “chief infrastructure officer,” with many executives feeling like the transformative part of their job had been carved out and handed to chief digital officers. We have always been dubious that CDOs without deep technology expertise […]
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5G@MWC19 — Reflections On Mobile World Congress 2019

Dan Bieler March 1, 2019
Mobile World Congress (MWC) 2019 took place in Barcelona.
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Augmented Reality, Virtual Reality, And Mixed Reality Do Bring Value To Industry

Paul Miller February 12, 2019
Back in August of last year, I asked for good examples of augmented reality (AR), virtual reality, and mixed reality (MR), all together known as extended reality. Unsurprisingly, I saw plenty of examples of the type my original post complained about: visually stunning but almost entirely useless for anything other than showing off. Then there […]
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New Tech Spotlight: Let’s Get Real About Extended Reality

Carlton Doty February 4, 2019
This morning, I came across a story about Warby Parker’s new “virtual try-on” capability. It seems the eight-year-old eCommerce company is dipping its toes back into augmented reality (AR). The rub is that the auto-magical feature is only available to people on Warby Parker’s iOS app for iPhone X or later. I guess Android and […]
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CES 2019 Delivers Dazzling Tech But Disappointing Experiences

Jennifer Wise January 12, 2019
I spent this week in Las Vegas at CES to check out the latest and greatest technology wonders, ranging from 3D printing, AI, and cryptocurrency to drones, autonomous vehicles, dancing robots, and wearables. A lot of what I saw has broad CX implications for accessibility, healthcare, and more. My focus was on who will use […]
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Invest In Virtual Care Now To Ensure Relevance In Tomorrow’s Healthcare Ecosystem

Arielle Trzcinski October 5, 2018
Virtual care is about to radically change the way that healthcare organizations deliver care. The silver tsunami looms, and within the next decade, the number of adults age 65 and older will increase by 41%.* Chronic disease prevalence is set to rise 57% by 2020.** Patients need to be supported beyond traditional care settings to guide their […]
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Seeking Good Industrial Use Cases For Virtual Or Augmented Reality

Paul Miller August 14, 2018
Augmented reality (AR) and virtual reality (VR) have become the cool must-haves for industrial technology vendor keynotes. I have lost count of the times we’ve watched someone on stage as they swoosh and swoop through jet engines, nuclear reactors, sunken wrecks, and the like. We ooh and we ah, and then we wonder if these […]
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2018 Mobile And New Technology Priorities For Marketers

Thomas Husson February 23, 2018
Forrester just released a new report on mobile and new technology priorities for marketers, based on our latest global mobile executive survey. We found out that marketers: Fail to deliver on foundational mobile experiences. Consumers’ expectations of a brand’s mobile experience have never been higher. And yet, 58% of marketers agree that their mobile services […]
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PODCAST

Beyond The Hype Of AR And VR

What It Means February 15, 2018
Forrester Vice President and Principal Analyst Thomas Husson discusses the current state of augmented reality (AR) and virtual reality (VR) and when and how we’ll see these technologies scale.
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The Data Digest: Understand Emotion To Drive Technology Engagement

Anjali Lai August 17, 2017
Thanks to the rise of empowered consumers, products and experiences that once seemed improbable, such as (literally) instant delivery, are now integral to our lives. But this era of innovation has also seen its fair share of flops: From Pokémon Go to Google Glass, technologies that looked like promising disrupters stalled quickly or generated more […]
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VIDEO

Digital Store Technologies Take the Stage For Both Customer and Associate Experience

Ananda Chakravarty July 27, 2017
Digital retail theater is becoming reality for consumers as retailers rush to find ways of attracting and retaining store customers.  What is digital retail theater?  It’s the combination of original retail theater – entertainment, novelty, and engagement – with digital technologies and services to create the next level of in-store experience.  My colleague, Brendan Miller […]
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The State Of Mobile Marketer Tactics 2017

Thomas Husson May 4, 2017
I just published a new report to help marketers benchmark the mobile tactics and technologies their B2C marketer peers use and are planning to use in the next 12 months. The key findings are as below: Marketers Misuse Mobile Marketing Tactics B2C marketers often focus too much on piloting the latest mobile shiny object (see […]
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VR Will Transform Marketing Experiences But Not Before 2020

Thomas Husson February 8, 2017
Virtual Reality generates lots of buzz and massive investments. Isn’t it the next computing platform according to Facebook’s CEO Mark Zuckerberg? Hasn’t Magic Leap – the most secretive start-up– raised up to $1.4 billion to deliver on that promise? Together with my colleague Samantha Merlivat, we decided to evaluate the opportunities VR will open up […]
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Marketing With Virtual Reality

J.P. Gownder May 31, 2016
Moonlighting as a contributor to our CMO role's research, I've just published a major new report about how virtual reality will affect marketers, collaborating with Forrester's lead on digital disruption, James McQuivey, PhD. CMOs and other marketers have four choices when it comes to virtual reality (VR). Most of you should wait and see, because […]
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Forrester’s New Breakout Vendor Series: Stay On Top Of Disruptive Technology

Carrie Johnson May 11, 2016
Have you heard of Hubba? Coupa? What about APX Labs? Forrester features these technology vendors, alongside 19 others, in our new Breakout Vendor reports. To keep pace with the expectations of digitally empowered customers and clients, firms must stay on top of disruptive and emerging technologies. Keeping up with new providers of potentially game-changing technologies […]
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Improving The Reality Of Government: AR And VR Use Cases

Jennifer Belissent, Ph.D. May 9, 2016
Since Mobile World Congress, where the reality on the show floor was often either virtual or augmented, I’ve been thinking quite a bit about the practical uses of AR and VR – particularly in government and a smart city context. It’s not just all fun and games, is it? The example of changing a roller […]
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Oculus’ Botched Launch Harms The VR Ecosystem

J.P. Gownder April 12, 2016
April 12, 2016: The day Oculus updated its Rift shipment timeframe for customers. As has been widely reported, Oculus customers face widespread months-long delays in the deliveries of their virtual reality headset purchases. To add a personal anecdote, I ordered within the first 5 minutes of the pre-launch window (once the web site started working, […]
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The State Of Mobile Marketer Tactics: 2016

Thomas Husson March 22, 2016
I quite like this provocative sausage dog picture because it forces marketers to think differently about responsive web design (RWD). More often than not, marketers scale content down to fit a smaller screen; because they then claim that they use RWD and have some mobile apps, they think they have checked the mobile box. In […]
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Back From Yet Another Pilgrimage To Mobile’s Mecca

Thomas Husson March 7, 2016
After experiencing some of the most exhausting days in the life of a “mobile” analyst, I am back from Barcelona. Here are my key takeaways from the 2016 event. MWC 2016's "Mobile Is Everything" theme summarizes two ideas: the disruptive power of ubiquitous mobile devices and their ability to connect things and objects in our […]
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