WebAR/WebVR: Making businesses interactive

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  Quantumrun Foresight
• August 23, 2022

Insight summary

Web-based augmented reality and virtual reality (webAR/webVR) technologies are transforming real estate, education, and events by providing interactive and immersive experiences. These technologies enable realistic property tours, engaging educational methods, and cost-effective online events, broadening their application beyond gaming and entertainment. Despite their benefits, webAR/webVR face challenges like lower quality compared to traditional AR/VR and the need for faster internet speeds.

WebAR/WebVR context

With the rise of augmented reality and virtual reality (AR/VR) technologies, particularly in the gaming and entertainment industries, it was only a matter of time before their web-based versions emerged. Some companies are now offering webAR/webVR apps and interfaces that can be used in various industries, like tourism and real estate.

While AR/VR was traditionally seen as a gaming technology, businesses have quickly realized that digital simulations and interactive environments can have wide-ranging applications. According to a report from consultancy firm PwC, AR/VR systems are expected to be used by 23.5 million jobs by 2030. The COVID-19 pandemic has undoubtedly increased the adoption pace, leading companies to apply AR/VR features to their online stores. However, one of the main barriers to deploying these systems is that they require expensive accessories like head-mounted devices (HMD) and smart gloves. Not anymore, with webAR/VR.

Instead of external devices, the web versions only require advanced computer graphics. Users can view specific images for the left and right eyes. Combined, these images are transformed from 2D into 3D. Throw in some JavaScript and web graphic libraries, and the experience can largely mimic those provided by gear-based systems. Another advantage of this setup is that users don’t have to download any additional software; they just need a browser and their eyes. Aside from being more cost-effective and convenient, webAR/VR also eliminates the barriers of having to wear specialized AR/VR devices. All these benefits together are driving down the development costs of AR/VR applications, enabling a larger variety of companies to invest in these technologies. 

Disruptive impact

Businesses are adopting webAR/VR for several use cases. One example is real estate, where these technologies give potential buyers a realistic and interactive property tour. This option saves companies millions of dollars from building prototypes in commercial centers. Online tours are also convenient for clients since they don’t have to commute and can still have a good idea of what the properties look like in real life. Additionally, web-based AR/VR can showcase different types of furniture and allow potential buyers to experiment with different layouts and themes. 

Meanwhile, in the education sector, these technologies are being used to provide immersive learning experiences that are more engaging than traditional methods. For example, students can learn about the human body by interacting with a 3D model, or they can explore a historical landmark by taking a virtual tour. Additionally, online educators can utilize web-based AR/VR to bring lectures to students worldwide.

The events industry was one of the first to adopt webAR/VR, particularly during the pandemic. By moving events online, event organizers can avoid traditional costs such as renting venues and caterers, airfare, and hotel suites for guest speakers. Additionally, online events remove geographical boundaries, enabling anyone anywhere to attend and participate. For example, HTC’s Vive Ecosystem Conference was held online in March 2020 and allowed attendees to participate via a VR headset or a desktop monitor. 

However, despite the many advantages of web-based AR/VR, there are also some limitations. First, the quality of these experiences is often lower than traditional AR/VR because of the technical limitations of computer graphics as of 2022. Web-based AR/VR experiences can often be laggier and less responsive depending on Internet speeds. Finally, these platforms are still in the early stages of development (2022), which means a limited selection of content and applications are available.

Implications of WebAR/WebVR

Wider implications of WebAR/WebVR may include: 

• Enhanced virtual tourism experiences, such as virtual walking tours and snorkeling adventures, enabling users to explore the world from home, leading to a shift in travel industry dynamics.
• Game and video streaming services adopting webAR/webVR to create deeply immersive content, transforming viewer engagement and content creation.
• Companies utilizing webAR/VR for global conferences and team meetings, fostering more effective and engaging remote collaboration.
• Educational institutions integrating webAR/VR in curricula, offering students hands-on learning experiences, like virtual experiments.
• A surge in startups providing AR/VR services to a variety of businesses, expanding the accessibility and application of these technologies across industries.
• Traditional retail experiences transitioning to webAR/VR platforms, allowing consumers to virtually try products, altering consumer habits and retail strategies.
• Healthcare providers adopting webAR/VR for remote diagnostics and treatment planning, improving patient care and expanding access to medical expertise.
• Environmental impact from increased data center usage for webAR/VR services, prompting a need for sustainable energy solutions in tech infrastructure.

Questions to consider

• If you’ve experienced a webAR/VR-based activity, what did you like and dislike about it?
• How else can this technology change the way people consume online content?