Go boldly! Explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business

摘要

It is not surprising that managers find it hard to distinguish similar-sounding, IT-based concepts such as augmented reality and virtual reality. To many, all of these constructs mean nearly the same and, as a result, the terms are often used interchangeably. This confusion holds back those eager to explore the different opportunities these new technologies present. This Executive Digest presents six different types of reality and virtual reality-(1) reality, (2) augmented reality, (3) virtual reality, (4) mixed reality, (5) augmented virtuality, and (6) virtuality-as part of our actual reality/virtual reality continuum. We then illustrate their differences using a common example and outline business applications for each type. (C) 2018 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.