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In 2020, brands did something they’d never done before: They spoke up about race.
Partnership calls for car maker to create virtual showroom experiences for Microsoft's HoloLens
People who want to buy a new Volvo in the future may search for the car of their dreams by looking at holographic renderings rather than walking around a physical showroom filled with vehicles.
The Swedish car maker announced a new partnership with Microsoft this week to use the tech giant's HoloLens augmented reality headset in order to provide a virtual showroom experience to customers. Scott Erickson, a senior director in charge of marketing on the HoloLens team, said in a blog post announcing the deal that it could allow users to examine the interior of a car, or look at its drivetrain in action.
It's a clear and useful application for the HoloLens, a headset that lets wearers overlay digital objects on the world around them. It does that by packing a headband full of sensors and processing tools to create a window in users' fields of vision where they can interact with digital objects.
Volvo and Microsoft are also working together on a variety of other technology initiatives, according to a report by Jacob Demmitt at GeekWire. The two companies are also partnered on building autonomous cars, putting them in competition with Tesla, Google and maybe even Apple, if the rumors about the company's automotive ambitions are true.
This partnership is just one of many Microsoft has been forging around its augmented reality headgear. The company has already announced that it's working with organizations like NASA's Jet Propulsion Laboratory, Trimble and Case Western Reserve University to build applications for the device.
Independent developers who want to get their hands on Microsoft's virtual reality headgear can file an application with the company to buy a $3,000 HoloLens developer kit. It's unclear how that device (which is slated to ship during the first quarter of next year) will compare to the final consumer version of the HoloLens, for which Microsoft hasn't announced a release date.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
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