增强现实将复兴这3个行业
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美国经济目前面临着一种自相矛盾的情况。一方面，股市屡创新高，另一方面许多传统行业遭到了技术的严重破坏。标准普尔500指数创纪录的涨幅，掩盖了汽车、零售和医疗保健行业所面临的挑战。虽然距离2017年结束还有三个月时间，但我们已经看到汽车销量连续七个月年比下降，有超过6,300家零售连锁店倒闭。医疗保健成本的上涨，正在挤压美国雇主的利润，同时还有4,300万美国人正在努力偿还未付清的医疗账单。好消息是那些加剧技术破坏的科技公司也在推出新工具 — 增强现实，或许能帮助那些陷入困境的行业实现财务上的振兴。 汽车 汽车行业的现状受到技术破坏的程度，远超过其他行业。Uber等叫车服务公司的流行引发了对拥有汽车的质疑，同时自动驾驶汽车也在改变着汽车的设计、功能和用途。技术导向的新公司，如特斯拉等，甚至在挑战一年一次发布新车型的惯例。 一些大型汽车厂商正在通过将增强和虚拟现实眼镜应用到设计和营销当中来节约成本，正面应对这些挑战。数字现实头盔使设计和工程团队可以进行远程协作，就像在使用黏土模型一样。位于世界各地的团队可以在不同照明条件下测试汽车内饰，而工程师们则可以无缝更新他们的模型。公司可以探索、分享和开发更多迭代，同时还能节约数百万美元成本，提高产品质量，加快新产品的上市速度。随着增强现实眼镜的日益普及，汽车厂商可以利用他们对数字现实和模型的投资，使潜在买家在进入经销商的展厅之前，对车辆进行自定义和虚拟试驾。对于从小习惯了在线个性化的新一代消费者来说，在不久的将来，增强现实将支持买家购买具有更多定制功能的汽车。 零售 一个世纪以前，成功零售商的关键是真正了解你的客户。聪明的店主不仅知道最佳客户的名字，还能记住他们的口味和之前买过什么。随着大卖场主导实体零售领域，零售商与消费者之间的私人关系逐渐消失，并使拥有客户跟踪和广告定向软件的在线零售商有机会将个性化的准确度和效率提高到新的水平。当购物者来到实体门店时，许多连锁超市无法充分利用他们的在线资料，导致他们被迫减少了零售网点。 明年增强现实头盔的销量预计将达到2,400万台，现在实体店零售商有机会超越在线购物体验。增强现实过滤器可以帮助零售商为购物者定制店内体验，提供在线购物无法提供的服务和参与水平。与购物者实际体型一致的混合现实服装模特，将装饰最新的服装款式，并且符合顾客之前购买的款式（甚至可以展示如何搭配组合家中现有的衣服）。这种购物体验能够为商品推销带来“惊喜因素”，使零售商再次变成主要的购物目的地。 医疗保健 虽然医疗和手术技术的进步将帮助人类延长寿命，但有关提供优质医疗的管理和监管工作，大都陷入了成本高昂、效率低下的过时流程当中。而数字现实与其他技术相结合，将帮助提高患者护理的效率和效果。许多医生每天要不停地查房，然后还要花几个小时的时间，在电脑中添加报告。现在，医生可以通过增强现实眼镜节省时间，由低成本的文员同时记录医患之间的所有互动。这将节约大量的时间和成本，许多医生每天用来撰写电子医疗报告的时间可以减少两至三个小时。 主要结论： 增强现实将复兴这些行业 增强现实并不是解决医疗、零售和汽车行业面临的所有挑战的万能药。但就像个人电脑、互联网和智能手机在诞生之初给我们的经济带来了无法想象的改变一样，增强现实也将改变各行各业和整体经济的运行方式。增强和虚拟现实预计将达到2万亿美元的规模，很快也将变成一种经济现实。（财富中文网） 本文作者杰伊·萨米特是德勤数字现实业务的独立副总裁，并著有畅销书《颠覆自己》。 译者：刘进龙/汪皓 |
The U.S. economy is facing a paradox. At the same time as the stock market is setting new record highs, many traditional business sectors are being radically disrupted by technology. The S&P 500’s record-setting gains mask the challenges faced by the automotive, retail, and healthcare sectors. With three months still remaining in 2017, we’ve already seen seven straight months of year-over-year auto sales declines and over 6,300 retail chain stores shuttered. Rising healthcare costs are squeezing American employers’ profits while 43 million Americans struggle with unpaid medical bills. The good news is that some of the same technology companies that exacerbated the disruption are now rolling out tools that could help with these troubled sectors’ financial resurrection: Augmented Reality (AR). Automotive No industry has seen more technological assaults on the status quo than automotive. At the same time the popularity of ride-hailing companies like Uber call into question car ownership, autonomous electric vehicles alter the very design, function, and use of automobiles. Technology-centric newcomers such as Tesla are even challenging the convention of releasing new vehicle models annually. Several major automakers are facing these obstacles head-on through cost-savings from augmented and virtual reality glasses for design and marketing. Digital reality headsets enable design and engineering teams to remotely collaborate in ways that they can with clay models. Teams around the globe can test interiors in various lighting conditions while engineers can seamlessly update their models. More iterations can be explored, shared, and developed while saving millions of dollars, increasing product quality, and speeding new products to market. As AR glasses gain mass adoption, automakers will be able to capitalize on their investments in digital reality and models by letting prospective buyers customize and virtually test drive cars before stepping onto the dealer’s showroom floor. For a new generation of consumers that has grown use to online personalization, AR holds the potential for car shoppers to buy more customized cars in the not-too-distant future. Retail A century ago, the key to being a successful retailer was literally knowing your customer. Smart shopkeepers not only knew their best customers’ names, but also remembered their tastes and what they bought previously. As mass merchants started dominate the brick-and-mortar landscape, the personal relationship with consumers dissipated, allowing online retailers with customer-tracking and ad-targeting software to take personalization to a new level of accuracy and efficiency. Unable to fully take advantage of customers’ online profiles when those same shoppers arrive physically in their store, many chains have been forced to cut back on their retail footprint. With 24 million AR headsets expected to be sold next year, brick-and-mortar retailers now have the opportunity to leapfrog the online shopping experience. AR filters will help retailers customize the in-store experience for shoppers by providing a level of service and engagement that is not possible online. Mixed reality mannequins with your exact body type will be adorned with the latest clothing styles that are consistent with past purchases (or even show you how to mix and match what you already have at home). Such shopping experiences hold the potential to bring a “wow factor” to merchandizing and make retailers major destinations again. Healthcare While technological advancements in medications and surgery are helping people to live longer, much of the managerial and regulatory work of providing quality healthcare has been mired in costly, inefficient processes of the past. Again, digital reality paired with other technologies is helping improve productivity and efficiency in patient care. For many doctors, a full day of making the rounds with patients is followed by several hours of adding notes into a computer. But doctors can now use AR glasses to save time by having low-cost clerical staff simultaneously transcribe all of the doctor-patient interactions. The time and cost savings are substantial, with many doctors reducing electronic healthcare reporting by two to three hours a day. Key takeaway: AR can reinvigorate industries Augmented reality isn’t a cure-all for the challenges facing healthcare, retail, and automotive sectors. But just as the personal computer, the Internet, and the smartphone transformed our economy in ways unimagined at their onset, AR will change how industries and our economy functions. With an expected $2 trillion impact, augmented and virtually reality are quickly becoming an economic reality. Jay Samit is independent vice chairman of Deloitte’s Digital Reality practice and author of the bestselling book "Disrupt You!" |
