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Business Implications of Virtual reality and Augmented Reality

Student: Igor Sidnev

Supervisor: Tatiana Yakushkina

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Master)

Year of Graduation: 2019

The work is dedicated to the exploration of Business Implications of Augmented Reality and Virtual Reality. Therefore, the main goal is to analyse the current situation in both markets and depict the main features and based on this analysis build a picture how both markets will evolve in the nearest 5-10 years. To avoid the overcomplication of the analysis, this work will be scoped around 3 main domains: Gaming market, Educational market, Medical market. The choice of these 3 domains is narrated by the current investment expectations of the individuals and organisations. Therefore there are the following tasks are set: Define AR and VR technologies and describe the main spheres where AR and VR technologies are currently used; Analyse 3 market niches of virtual and augmented reality-based on several examples of companies and Boston Consulting Group Analysis; Describe the possible business implications of virtual and augmented reality in future; Compare the current state of the market and the future state. To complete the analysis the research has to include multiple types of resources. This includes academic articles, academic papers, reports, news, and white papers. Besides the secondary sources, there are many tools used in the dissertation to prove ideas and concepts, e.g. BCG matrix, Gartner Hype Cycle, etc. The work’s framework includes the following thematic chapters. Firstly, it gives an introduction to both technologies, describing the main principles of how they work, similarities and differences among them. After the definition part is done the following chapter is focused on the analysis of the current business that uses both technologies. In this case, the analysis is focused only on those implications where AR/VR technologies have a dominant role or positioned as a core value of the company. The last part of the work describes the possible future implications of virtual and augmented reality technologies. Eventually, the work not only provided a precise picture of the current state of AR/VR markets, but it found the correlations existing at the moment and based on them it allowed to analyse what changes can happen in both markets in the nearest future.

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