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A Responsible Future for Immersive Technologies

Embed responsible business practices in immersive technology and business models to secure trust & drive sustainable growth.

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A Responsible Future for Immersive Technologies

  1. 1. WAKING UP TO A NEW REALITY Building a responsible future for immersive technologies 1Copyright © 2019 Accenture. All rights reserved.
  2. 2. EXTENDED REALITY (XR) IS FINALLY COMING OF AGE Extended Reality (XR) includes virtual reality (VR), augmented reality (AR), haptics, holograms and an expanding range of immersive tools that use and enhance our natural senses. XR tools blur the boundaries between the physical and virtual worlds, they are opening up vast new markets and set to transform our day-to-day lives. We are about to break one of the longest and most eagerly-awaited hype cycles in tech history. 2Copyright © 2019 Accenture. All rights reserved.
  3. 3. While XR is still seen as a consumer and gaming phenomenon, opportunities in industry are already overtaking and set to rise sharply over the next four years. By 2023, industry spending on XR is expected to be triple consumer spending. 2018 2019 2020 2021 2022 2023 *Compound Annual Growth Rate, 2018-2023 GROWTH IN INDUSTRY SPENDING*: 134% AR AND VR SPENDING FORECASTS (GLOBAL, US$ BN) Industry Spending Consumer Spending GROWTH IN CONSUMER SPENDING*: 69% 9 21 46 83 121 7 13 20 31 40 4 5 NOT JUST FOR FUN AND GAMES Source: IDC Worldwide Semiannual Augmented and Virtual Reality Spending Guide, May 2019. Notes: ‘Industry Spending’ includes AR and VR spending in 19 industries. ‘Consumer Spending’ primarily includes spending by consumers on games and entertainment (video), but also other direct-to-consumer use cases – for example consumer spending for a virtual health counselling session via AR/VR. 3Copyright © 2019 Accenture. All rights reserved.
  4. 4. The number of patent applications* for AR/VR innovations has exploded since 2014, rising almost five-fold between 2014 and 2016. THE PATENT RACE IS ON Source: Accenture analysis based on 22,192 priority patents* found using Quid analysis of data extracted from the Derwent Innovation database, from Clarivate Analytics. Notes: Figures for 2017 and 2018 are not shown because patents are confidential for up to 18 months after their application. *This measure is for “Priority Patents” only, which covers what is considered to be a new category of invention, not minor variations of that invention. Broader definitions would significantly multiply the number of patents indicated here. 0 6.000 3.000 2006 20072005 2009 2014 201520112008 2010 2012 2013 2016 NUMBER OF PATENT APPLICATIONS FOR AR/VR INNOVATIONS (GLOBAL, 2005-2016) 5x 4Copyright © 2019 Accenture. All rights reserved.
  5. 5. 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 38 45 19 91 29 86 167 194 394 430 884 1448 237% TOTAL FUNDING RECEIVED BY AR/VR STARTUPS (US $MN, 2005-2016) Investment in AR/VR startups has begun to experience its long-awaited surge, growing by 237% between 2014 and 2016. STARTUP FUNDING IS EXPLODING Source: Accenture analysis based on 1,215 AR/VR startup investments found using data from CB Insights. The above analysis covers all private equity and angel investments, including debt, equity and grants. Note: Figures for 2017 and 2018 are not shown as investment information is currently available for fewer than 60% of the total investment rounds. 5Copyright © 2019 Accenture. All rights reserved.
  6. 6. Forecasts of 5G connections per capita give an insight into the timing and degree to which different countries will benefit from XR. INFRASTRUCTURE ROLLOUT WILL VARY ACROSS THE G20 6Copyright © 2019 Accenture. All rights reserved.
  7. 7. Worker Productivity From designing prototypes in virtual teams, to augmenting assembly-line and warehouse workers, XR is boosting workforce productivity across all parts of industry value chains. Designers at Volkswagen can submerge themselves into virtual worlds, more vividly experiencing the car’s look, feel and drive—spatially, in 3D—thanks to XR tools. BENEFITS ARE ALREADY CLEAR TODAY XR tools are transforming how industries operate and create value for both customers and employees Training IDC expects spending on VR/AR training to grow at 46% between 2018 and 2023, reaching US$8 billion by 2023. VR and AR have different strengths but both enhance and accelerate experiential learning. BP’s use of VR training allowed engineers to complete offshore drilling operations tasks 40% under budget and 4 months ahead of schedule. Customer Experience AR lenses and filters are now commonly used for social media marketing, and customers are already able to use VR to tailor cars or houses to their liking before they are built. Lowes’ in-store VR Holoroom allows customers to sample household products before making a purchase. Social Sphere XR is educating children by taking them to places they’ve never seen, providing therapies for those with physical or psychological disabilities, and helping health workers learn new skills. Accenture has developed an award-winning VR experience for child welfare caseworkers, helping them interpret signs of safety and risk. 7Copyright © 2019 Accenture. All rights reserved.
  8. 8. Source: Accenture Research analysis of national workforce data covering 432 occupations across 14 industries in 14 G20 countries. Note: See Appendix 4 for full methodology. XR PROMISES TO BOOST PRODUCTIVITY AND AUGMENT WORK Workers across all industries can boost productivity through XR. Opportunities are strongest in healthcare and social services, manufacturing and construction. We analyzed workforce data for 432 occupations across 14 industries in 14 countries to assess the impact of XR on specific work tasks. It is interesting to see the range of industries that stand to gain, as XR augments workers’ judgment, decision- making, speed and accuracy. 8Copyright © 2019 Accenture. All rights reserved.
  9. 9. XR technologies will test companies, consumers and societies with a deeper set of challenges. SENSING THE NEW RISKS Personal data will go beyond people’s credit card numbers, purchase history, or social media activity. Their feelings, behaviors, judgments and physical likeness will all be exposed to potential cybertheft and manipulation. 1. MISUSE OF PERSONAL DATA 2. FAKE EXPERIENCES When news and information are consumed through immersive experiences, it will be harder to separate reality from falsehood, making it easier to profoundly influence behaviors, opinions and decisions. 3. CYBERSECURITY Not only could avatars be used to create new forms of identity- related crime, but ransomware and extortion risks will rise as more critical tasks, like surgery and engineering, become dependent on smooth, real- time XR procedures. 9Copyright © 2019 Accenture. All rights reserved.
  10. 10. 10Copyright © 2019 Accenture. All rights reserved. XR technologies will test companies, consumers and societies with a deeper set of challenges. SENSING THE NEW RISKS Over-dependence could significantly impact mental health and wellbeing by extending the gap between reality and what life could be like. New mental-health disorders related to extended periods in virtual worlds are still being explored. Trolls could go from intimidating with words on social media to physically intimidating targets in a virtual world with avatars. And undesirable behavior that is normalized in a virtual environment can creep into real-world behaviors. Unequal access to new educational or working experiences amplifies social divisions. And increasing time spent in virtual worlds can disengage people from real- world societal problems. 4. TECH ADDICTION 5. ANTISOCIAL BEHAVIOR 6. DIGITALLY DIVIDED WORLDS
  11. 11. 11Copyright © 2019 Accenture. All rights reserved. Business leaders have a responsibility to act now, whether that’s designing how XR tools will ultimately work, the rules for using them, or the business models that support them. XR will soon integrate into our daily work lives. Retrospective fixes will cost dearly. Therefore, firms are obliged to take pre-emptive, preventative action. Responsibility and ethics must be designed into the way XR tools are built and deployed, starting today: BUILD YOUR EARLY WARNING SYSTEMS Instill a culture of responsibility in which leaders and employees ask forward-looking questions as a matter of everyday, habitual behavior. The right questions will raise early-warning flags about unintended consequences of XR design or usage. A NEW SENSE OF RESPONSIBILITY FOR BUSINESS LEADERS DRAW ON DIVERSE EXPERTS FOR RESPONSIBLE DESIGN Businesses must extend their ecosystem of partners to include neuroscientists, mental health experts, sociologists and behavioral theorists to aid the responsible design and use of XR tools. SUPERCHARGE YOUR WORKERS Target XR investments to improve productivity, training and creativity. Roles most exposed to automation often present the best opportunities to augment with XR, turning “jobs at risk” into “jobs of the future”.
  12. 12. 12Copyright © 2019 Accenture. All rights reserved. Business leaders must encourage policymakers to progress three main priorities: ENSURE INCLUSIVE AND AFFORDABLE ACCESS Extend powerful infrastructure (like 5G networks) to make XR experiences as widely available as possible, at appropriate prices, especially for the provision of health, education and social services. THE ENABLING POWER OF POLICYMAKERS INCENTIVIZE LOCAL INNOVATION & ENTREPRENEURS Enable small businesses to not only use XR tools and experiences, but also participate in their development, ensuring locally-relevant solutions. STIMULATE RESEARCH & DISCUSSION Convene relevant experts from across sectors and disciplines to build the necessary understanding and principles that allow XR innovation to flourish amid appropriate safeguards.
  13. 13. https://www.accenture.com/us-en/insights/technology/responsible-immersive-technologies 13Copyright © 2019 Accenture. All rights reserved. To learn more about how Accenture can help your organization prepare for the imminent world with Extended Reality, contact: CONTACT INFORMATION Armen Ovanessoff Report Author. Principal Director, Accenture Research armen.ovanessoff@accenture.com Francis Hintermann Global Managing Director of Accenture Research francis.hintermann@accenture.com Laurence Morvan Chief Corporate Social Responsibility Officer, and Chief of Staff, Office of the Chairman & CEO, Accenture laurence.morvan@accenture.com Marc Carrel-Billiard Senior Managing Director, Accenture Labs and Accenture Extended Reality marc.carrel-billiard@accenture.com