The problem (and opportunity) with the VR race is that there are no rules. While the major players clamber and jockey for the top spot and our affections; we are running into the age-old issues. Should we do things? Is this valuable? Are we pushing boundaries? The issue of value and whether something adds to another thing is time immemorial. True, seeing value often takes time and leaps cannot be made without faith but I see the rush that is happening in VR as a very special case because of the immersive nature of the VR experience. The feelings you can get from VR are more than when using, say, Whatsapp.
HENRY FORD MAY NOT BE RIGHT FOR MUCH LONGER
Most marketers I speak with believe people are blissfully unaware consumers that simply like shiny things that are put in front of them. These people are dying off and younger demographics certainly don’t fit this mould well. People, now more than ever, want increasing control over their own lives, the products they buy and even make products for themselves. I agree that people will always lust after things and that people need to be shown things in order to want them but I see a tide turning as barriers to entry continue to be smashed when it comes to product and service creation. Whether it is through Kickstarter, a maker workshop or a Massive Open Online Course; the people are doing it for themselves. These days are coming with the adoption of 3D printing whether in the home or a local store – people understand that they don’t have to wait to make things they want happen. The best strategy might just be to enable them rather than assume or use poor research.
WE NEED TO BETTER UNDERSTAND THE NEED AND THE SOLUTION
There is undoubtedly potential for the medical, topographic, porn and military industries when it comes to VR but beyond this - where the majority of the use will be - the choices are grossly underwhelming and getting more tepid as goldrush intensifies. Take for example; vTime, dubbed “the first virtual reality social network”. In the stationary Second Life (remember them?) virtual reality based chatroom you get to chat to each other - eventually, you'll be able to share documents and photos but right now the functionality is limited to say the least. Do we need this? Do we want this? What have we learned? Currently working on
I’m not convinced. Sitting around a fake fire and chatting isn’t akin to the real thing. Is it even better than a Skype or a Google Hangout where you – gulp – see the real person? Certainly this could introduce new people to each other and break cultural boundaries but…being honest…vTime is not set up with this in mind.
WHAT DO WE NEED TO DO?
Here’s my advice to developers, agencies and brands in the VR space - ignore yourselves. Go out and really talk to the people you are trying to influence – for right now this will mean you won't do anything in VR since it’s a pretty small market of rich nerds and schoolchildren with free Google Cardboard units. However, soon it won’t be – there are few prizes for being first here, being right offers much richer rewards. See what your target wants, what they need and what is missing. Then if you can help them with any of those things, stick a sticker on the front and tell them what you did and why you did it. Beyond this (for right now at least), you look desperate and things get clunky, fast.
