Preamble

Cross-industry innovation opens up new opportunities by applying existing technologies in novel ways across different sectors. This blog explores how virtual reality (VR) and augmented reality (AR), technologies initially developed for gaming and entertainment, are being repurposed across industries. From healthcare to retail, the potential applications for these immersive technologies are vast. In this case study, we explore the challenges, opportunities, and the repurposing possibilities of AR/VR in building the virtual worlds of tomorrow.
Introduction
With AR and VR markets expected to grow exponentially, industries worldwide are recognizing the untapped potential of repurposing these technologies. In this article, we explore how AR/VR can transform sectors like healthcare, retail, and education and provide a strategic roadmap to guide these innovations. Virtual Worlds is a loosely defined term referring to computer simulated environments in which users represented by avatars interact, usually in 3D and focused on social and economic connection. is envisioned as a version of the Internet that is a single, universal, and immersive virtual world, facilitated using virtual reality (VR) and augmented reality (AR) headsets. Examples are in the appendices
Augmented reality (AR) is an interactive experience that enhances the real world with computer-generated perceptual information. Using software, apps, and hardware such as AR glasses, augmented reality overlays digital content onto real-life environments and objects.
Virtual reality (VR) is a simulated experience that employs 3D near-eye displays and pose tracking to give the user an immersive feel of a virtual world. Applications of virtual reality include entertainment (particularly video games), education (such as medical, safety or military training) and business (such as virtual meetings). VR is one of the key technologies in the reality-virtuality continuum.
It should be noted that The Metaverse (owned by META) is envisioned as a shared, immersive 3D virtual space that combines social, economic, and entertainment aspects, enabled by VR/AR technologies. It is built upon precursors such as gaming, blockchain, and immersive hardware advancements, which lay the foundation for its anticipated success.
Market Size
The global market for Virtual Worlds, which includes Virtual Reality (VR) and Augmented Reality (AR), is experiencing rapid growth {1}. Here are the key figures:
Virtual Reality (VR)
- 2023 Market Size: Approximately $24.88 billion {2} Projected 2030 Market Size: Expected to reach $166.58 billion, with a CAGR of 30.1% from 2023 to 20302
- Augmented Reality (AR) 2023 Market Size: Approximately $31.97 billion {3}
Projected 2026 Market Size: Expected to reach $88.4 billion, with a CAGR of 31.5% from 2023 to 20263
Combined Summary
- The combined market for Virtual Worlds, encompassing both VR and AR technologies, is projected to grow significantly in the coming years. The VR market is expected to expand from $24.88 billion in 2023 to $166.58 billion by 2030, while the AR market is projected to grow from $31.97 billion in 2023 to $88.4 billion by 2026 {2,3}.
- This growth is driven by advancements in technology, increasing adoption in various industries such as healthcare, education, gaming, and retail, and the continuous development of immersive experiences {4,5}.
References: 1,www.statista.com 2, www.futuredatastats.com 3,www.marketsandmarkets.com 4, www.fortunebusinessinsights.com 5,www.grandviewresearch.com
Precursors
Precursors, such as: Investment, Social media adoption, 3D scanners, NFTs, Blockchain, mobile devices, IOT, and full-body scanners, Interactive Gaming (virtual and augmented) are foundational to market expansion, as they help blend the physical and virtual worlds and accelerate AR/VR growth.
See an example analysis on the Metaverse potential (note it’s more than a year old): Unlocking the Potential of the Metaverse, Precursors and the Path Forward and The Precursors to the Internet: Unveiling the Foundations of the Digital Age
Cross-Industry Innovation: Candidate industry sector “AR/VR and Virtual Worlds”
This is the first iteration of a cross-industry candidate analysis. I selected one industry contained in from the list from Cross-Industry Innovation Part 2: The Hidden Value of What We Already Have. Industry Challenges, Opportunities, Cross-Industry Repurposing, and novel ideas mainly because I had written a related blog post a year ago: Unlocking the Potential of the Metaverse, Precursors and the Path Forward. My comments are in (brackets) as it is the first iteration it will lack detail.
Challenges:
(I reviewed the initial outline for AR/VR and Virtual Worlds and expanded it.)
This was the first iteration:
- User Experience: AR/VR technology must provide comfortable and intuitive experiences to ensure mass adoption and ensuring comfortable, immersive experiences.
- Content Creation: High-quality, engaging content is critical for both entertainment and professional uses.
- Accessibility: Making technology accessible to a wide audience.
- Health Concerns: Addressing potential negative effects on vision and mental health.
- Adoption and Cost: Balancing the expense of AR/VR equipment for both work and leisure.
- Creating Better Use Cases for Augmented Reality:
- Real-world games like Pokémon Go and Orienteering (navigating checkpoints on a map).
- Tourism and virtual travel experiences.
- Integration with personal AI, social media, dating apps, and exercise.
- Language translation and educational applications.
- Developing markets: A major hurdle for the widespread adoption of AR/VR lies in the infrastructure availability and cost, such as the availability of high-quality 3D scanners and immersive hardware, particularly \cost of headset and accessories. Here is a rough comparison of internet and mobile phone access between the developing and developed world:
Internet Access
- Developed World: Approximately 87% of people have access to the internet (1).
- Developing World: Around 35% of people have access to the internet (2).
Mobile Phone Access
- Developed World: Nearly 100% of people have access to mobile phones (3).
- Developing World: About 67% of people have access to mobile phones (4).
Population: Here is a rough approximation of the population distribution:
- Developed World
- Population: Approximately 1.2 billion people
- Developing World
- Population: Approximately 6.87 billion people
The digital divide is still significant, with many people in developing countries lacking access to these essential technologies (5). Efforts are ongoing to bridge this gap and provide more equitable access to digital resources (6). These numbers are estimates and can vary slightly based on different definitions and sources.
References: www.itu.int, 2. bing.com3blogs, 3. worldbank.org, 4. unctad.org, 5. ctu.ieee.org, 6. www.weforum.org
Opportunities:
(Comment: I reviewed the initial outline for AR/VR and Virtual Worlds and expanded it.)
This was the first iteration:
- Education: Enhancing learning with interactive, immersive experiences.
- Entertainment: Creating new forms of storytelling and entertainment.
- Training: Providing realistic simulations for various industries.
- Real Estate: Offering virtual property tours and design previews.
- Work and Leisure: Encouraging the use of VR goggles for work, gaming, and leisure activities.
- Digital Goods and Services: Introducing exchange and valuation of digital goods and services, including cryptocurrencies. The rise of NFTs and blockchain technologies in virtual goods has opened new pathways for monetizing the digital economy within AR/VR platforms.
- Retail Integration:
Enhancing mobile device capabilities with augmented or mixed reality.
Using AR goggles and apps for virtual try-ons and creating avatars for retail shopping.
- Social and Personal Connections: Foster social interactions, dating, and personal AI integration within virtual worlds.
- Solve for al alternative to full body scanners using a combination of AR-headsets, AI and possibly physical mirrors or reflective surfaces as Technologies such as full-body scanning can transform user experiences by allowing real-time integration of users into virtual worlds, thus enabling more realistic interactions
- Partnerships: To take advantage of AR/VR’s potential in education, companies should invest in creating immersive, interactive learning environments and partner with educational institutions to pilot new applications
Cross-Industry Repurposing:
(Comment: I needed to perform further analysis by performing a rough cross industry review.)
- Retail: AR/VR originally developed for gaming, now used for virtual shopping experiences.
- Healthcare: VR training simulations repurposed for medical and high-risk industrial training.
- Blockchain technologies, originally from cryptocurrency, are being repurposed for securing virtual assets and digital twins, creating an unprecedented level of trust in virtual goods and NFTs.”
- Architects and Digital artists and Manufactures (e.g. cars and clothes and products) can repurpose 3D scanning technologies used in manufacturing to create digital replicas of physical items, Buildings, Art and spaces for immersive project walkthroughs or sale of the items.
- Creation of new careers: consideration for monetisation will include use of Crypto currencies and other mechanisms (non-exhaustive list):
- Architects: Architects can design virtual buildings and environments, creating immersive experiences for users in VR and AR. Act as architect for producing virtual buildings for sale.
- Digital Artists: Digital artists create 3D models, textures, and special effects for virtual worlds, enhancing the visual experience and virtual items of sale or produce the items in the real world (this might also require Crypto \NFTs integration)
- Educators: Educators can develop virtual classrooms and training programs, offering interactive and immersive learning experiences. Especially for courses were interactive media, and or virtual objects can improve quality interaction and understanding
- Advisory Services: Advisors can provide virtual consulting services, helping businesses navigate the digital landscape and implement VR/AR solutions. (or create AI enabled Avatar)
- Manufacturers: Manufacturers can create virtual prototypes, and simulations, allowing for testing, refinement, getting feedback before physical production. Producing virtual objects for sale
- Engineers \ Designers: Design and develop and sell the hardware and software (plugin etc) that power virtual worlds, ensuring seamless and immersive experiences. Designers create user interfaces and experiences, making virtual environments intuitive and engaging.
- Content Producers: Develop digital content for games, films, and educational programs.
- Marketing Specialists: Manage marketing campaigns and social media for virtual world projects.
- Distribution Managers: Oversee the storage and distribution of virtual content and objects and store fronts. Potential customer can buy virtual objects or real object through 3d printing or custom creation e.g. clothing
- Project Managers: Plan and coordinate virtual world projects, ensuring they stay on schedule and within budget.
- Business Development Managers: Identify new opportunities and partnerships in the VR/AR industry.
- XR Developers \Designer: Specialize in developing applications using AR and VR technologies. Focus on the usability and design of virtual experiences.
Novel Repurposing Ideas:
(I reviewed the initial outline for AR/VR and Virtual Worlds and expanded it. It needs market research and analysis.)
This was the first iteration:
- Virtual Tourism: Repurposing VR technology for virtual travel and exploration, reducing carbon footprints.
- Construction Planning: Using AR from entertainment to create real-time building visualizations for architects and contractors.
- Sports Equipment Integration: Using real sports equipment to navigate virtual worlds, enhancing both physical and digital engagement.
- Language Learning: Create immersive language learning experiences using AR/VR, allowing users to practice in realistic settings.
- Therapy and Mental Health: Utilize VR for exposure therapy, relaxation techniques, and social skills training.
- Event Planning: Host virtual events, conferences, and parties in immersive environments.
- Product Design and Prototyping: Use AR/VR for product visualization and testing before physical production.
Considerations for first iteration of Roadmap

Initial technology Cross Industries considerations
Other industries and technologies can contribute to the development of Augmented \ Virtual reality and to the building of Virtual Worlds as an industry sector of the future. By fostering collaboration between these industries and leveraging these technologies, we can continue to advance the development of AR/VR and build immersive virtual worlds that have a profound impact on various aspects of our lives.
Technology:
- Hardware (headsets, controllers, etc.), software development (game engines, platforms), and cloud computing.
- Gaming: A major driver of AR/VR development, with popular games like Beat Saber and Pokémon Go demonstrating its potential.
- Entertainment: Film, television, and music industries are exploring AR/VR for immersive experiences.
- Education: AR/VR can provide interactive and engaging learning experiences, especially in fields like science, history, and engineering.
- Healthcare: Used for training, therapy, and surgical simulations.
- Architecture and Design: Architects and designers can use AR/VR to visualize and present projects.
- Retail: Virtual try-ons and interactive shopping experiences.
- Manufacturing: Training, prototyping, and quality control.
Key Technologies
- Hardware: Headsets (Oculus Quest, HTC Vive, PlayStation VR), controllers, and tracking systems.
- Software: Game engines (Unity, Unreal Engine), 3D modelling software, and AR/VR development platforms.
- Displays: High-resolution displays and lenses for immersive experiences.
- Sensors: Motion tracking, eye tracking, and spatial audio.
- Networking: Low-latency networks for real-time interactions.
- Artificial Intelligence: For natural language processing, computer vision, and intelligent agents within virtual worlds.
- Cloud Computing: For processing power, storage, and scalability.
Additional Considerations
- Content Creation: Tools and platforms for creating high-quality AR/VR content.
- User Experience Design: Creating intuitive and engaging interactions.
- Social Features: Enabling social interactions and community building within virtual worlds.
- Interoperability: Ensuring compatibility between different AR/VR platforms and devices.
- Ethical Considerations: Addressing privacy, safety, and accessibility concerns.
Initial considerations for Cross Industries Innovation
- User Experience Enhancement:
- Ergonomics: Improve headset design for comfort and prolonged use.
- Intuitive Controls: Develop natural and intuitive interaction methods.
- Social Features: Foster social connections and collaboration within virtual worlds.
- Content Creation Tools:
- Accessibility: Create user-friendly tools for content creators of all skill levels.
- Variety: Encourage diverse content creation, including educational, entertainment, and professional applications.
- Accessibility and Cost Reduction:
- Hardware Affordability: Drive down the cost of AR/VR devices.
- Subscription Models: Explore subscription-based models for hardware and content.
- Accessibility Features: Incorporate features for users with disabilities.
- Health and Safety:
- Research: Conduct ongoing research to understand and mitigate potential health risks.
- Guidelines: Develop guidelines and standards for safe AR/VR usage.
- Industry Partnerships:
- Collaborate with industries like education, healthcare, and entertainment to identify specific use cases.
- Co-Develop solutions that address industry-specific needs.
- Digital Economy:
- Standardization: Establish standards for digital goods and services to facilitate exchange.
- Security: Implement robust security measures to protect digital assets.
- Mobile Integration:
- Platform Optimization: Optimize AR/VR experiences for mobile devices.
- Integration: Integrate AR/VR features into popular mobile apps and platforms.
Initial Roadmap for Cross-Industry Repurposing and Innovation (Iteration 1)

This roadmap outlines a plan for the discovery, assessment, evaluation, and selection of cross-industry innovations. Where applicable, additional detailed analysis would be needed to provide a more thorough strategy. Where information further information is required the is a comment which reads as Information Outstanding. The road map was created using phase one and two as it the first iteration and only relevant to this stage of the process. The entire road map is in the appendices or Cross-Industry Innovation Part 1: The Hidden Value of What We Already Have. A short Guide to Repurposing Strategies
Phase 1: Discovery and Assessment
1.1 Asset Inventory
– Document Existing Technologies and Products: The technologies in Virtual Reality (VR), Augmented Reality (AR), and Virtual Worlds include VR headsets, AR glasses, 3D near-eye displays, and AR/VR software applications. Notable technologies are Oculus Quest, HTC Vive, and AR glasses.
– Catalogue Intellectual Property and Capabilities: No specific intellectual property is catalogued within the available document, although the general technological capabilities are evident in the growing market for AR/VR. (Comment: Information Outstanding).
– Identify Underutilized Resources and Equipment: AR/VR technologies initially developed for gaming have been repurposed for other industries such as healthcare and retail.
– Map Current Market Position and Utilization Rates: The market for VR in 2023 was valued at $24.88 billion, with projections reaching $166.58 billion by 2030. Similarly, AR is projected to grow from $31.97 billion in 2023 to $88.4 billion by 2026.
– Review Abandoned Research and Mothballed Projects: (Comment: Information Outstanding). No specific abandoned research or mothballed projects were identified.
1.2 Cross-Industry Research & Data Analytics
– Monitor Patent Expirations Across Sectors: (Comment: Information Outstanding). Patent expirations and intellectual property considerations are not covered in detail.
– Employ Data Mining for Pattern Recognition: Data mining and predictive modelling for AR/VR market growth is highlighted through the market’s projected CAGR of 30.1% (VR) and 31.5% (AR).
– Use Predictive Modelling and Simulation: Simulated environments in VR and AR provide insights into future applications for sectors like education, real estate, and healthcare.
– Analyse Market Gaps and Emerging Needs: There are opportunities in areas such as virtual tourism, immersive education, and retail integration. Analysis of market gaps was limited to initial exploration.
– Study Successful Repurposing Cases: Examples include VR initially for gaming, now applied in virtual shopping, healthcare training, and architectural design.
– Create AI-Based Models to Assist Analysis: (Comment: Information Outstanding). No specific AI models for analysis were developed in this iteration.
Phase 2: Evaluation and Selection
2.1 Technical Feasibility
– Assess Adaptation Requirements: Adaptation requirements for AR/VR systems include improving headset ergonomics, creating intuitive control mechanisms, and ensuring interoperability between platforms (Comment: Information Outstanding).
– Evaluate Technical Limitations: Some limitations include the high cost of AR/VR headsets and the need for robust 3D scanning equipment. These factors are barriers to wider adoption, particularly in developing markets.
– Consider Resource Requirements: The development of AR/VR technologies requires substantial investment in hardware, software development, and cloud computing.
– Analyse Potential Modifications Needed: Modifications may include making hardware more affordable and user-friendly and increasing content creation tools for broader audiences (Comment: Information Outstanding).
2.2 Market Analysis
– Identify Potential Markets: Potential markets include education, real estate, healthcare, entertainment, and retail.
– Study Competition Landscape: Competitors in AR/VR include major players like Meta (formerly Facebook) and significant advancements in the gaming and immersive experience sectors. (Comment: Information Outstanding) on detailed competitive analysis.
– Evaluate Market Size and Growth Potential:
The AR and VR markets show significant growth, with a combined market size reaching $88.4 billion for AR (by 2026) and $166.58 billion for VR (by 2030).
– Assess Pricing Strategies: Pricing strategies must account for the current high cost of immersive technology, with potential adoption of subscription models to reduce entry barriers.
2.3 Collaborative Innovation
– Form Interdisciplinary Teams: Collaboration between industries such as healthcare, retail, and technology are crucial for innovation.
– Engage External Partners: External partnerships should focus on co-developing solutions tailored to industry-specific use cases, such as VR for medical training (Comment: Information Outstanding).
– Foster Innovation Culture: Encouraging innovation through interdisciplinary teams and external partnerships can foster creativity in repurposing technologies across industries (Comment: Information Outstanding).
– Facilitate Knowledge Sharing: (Comment: Information Outstanding). Knowledge-sharing mechanisms are not clearly detailed.
– Encourage Work-Related Side Projects: (Comment: Information Outstanding).
Industry-Specific Applications and Considerations
Technology Sector
– Unique Challenges:
The rapid innovation cycle and complex IP landscape make it difficult to maintain competitive advantage. High obsolescence rates further complicate sustained industry growth (Comment: Information Outstanding).
– Success Examples:
Examples include gaming GPUs repurposed for cryptocurrency mining and machine learning algorithms repurposed for natural language processing (Comment: Information Outstanding).
Conclusion
This post a n outline. As we look towards the future of cross-industry repurposing and innovation, it is clear that AR/VR technologies have the potential to transform numerous industries. However, implementing these innovations successfully requires careful planning. The roadmap presented in the appendices provides a strategic guide for discovery, assessment, and implementation. To mitigate the challenges of rigid roadmaps, it is essential to build flexibility into the process, continuously review progress, and communicate the roadmap’s goals clearly to all stakeholders. By remaining adaptable, businesses can harness the full potential of AR/VR technologies across multiple industries.
Appendices
1. Roadmaps
A roadmap is a high-level strategic plan that outlines the vision, goals, milestones, and timeline for a project or program. It provides direction and helps keep everyone aligned and focused on the key objectives. Using roadmaps can be highly beneficial for guiding and aligning projects, but it is important to remain flexible and realistic. The advantages and disadvantage of using road maps for programmes or project and how to mitigate the disadvantages:
Advantages of Using Roadmaps
- Clarity and Direction: Roadmaps provide a clear path and vision for the project, helping everyone understand the goals and milestones.
- Alignment and Communication: They ensure that all stakeholders are on the same page, fostering better communication and collaboration.
- Focus and Prioritization: Roadmaps help prioritize tasks and resources, ensuring that the team stays focused on what matters most.
- Progress Tracking: They allow for easy tracking of progress and identification of any deviations from the plan.
- Motivation and Accountability: Seeing a clear plan and progress can boost team morale and accountability.
Disadvantages of Using Roadmaps
- Rigidity: Roadmaps can be too rigid, not allowing for flexibility or changes as new information or challenges arise.
- Overconfidence: Teams might become overconfident, assuming that everything will go as planned, which can lead to complacency.
- Time-Consuming: Creating and maintaining detailed roadmaps can be time-consuming and require significant effort.
- Misalignment: If not properly communicated, roadmaps can lead to misunderstandings or misalignment among stakeholders.
- Unrealistic Expectations: Sometimes, roadmaps can create unrealistic expectations about timelines and deliverables.
Mitigating the Disadvantages
- Flexibility: Build flexibility into the roadmap by allowing for adjustments and iterations as the project progresses.
- Continuous Review: Regularly review and update the roadmap to reflect any changes or new information.
- Clear Communication: Ensure that the roadmap is clearly communicated to all stakeholders and that there is a common understanding of its purpose and limitations.
- Realistic Planning: Set realistic goals and timelines, and be transparent about potential challenges and uncertainties.
- Engagement and Feedback: Involve the team and stakeholders in the creation and maintenance of the roadmap, encouraging feedback and engagement.
2. A complete Roadmap for Cross-Industry Repurposing and innovation phase 1-4 plus Industry-Specific Applications and Considerations example (update as needed), and Measuring Success (develop a success criteria)
Phase 1: Discovery and Assessment
1.1 Asset Inventory
- Document existing technologies and products
- Catalogue intellectual property and capabilities
- Identify underutilized resources and equipment
- Map current market position and utilization rates
- Review abandoned research and mothballed projects in the light of today understanding of markets, trends, and technology (The first digital camera was invented by Steven J. Sasson, an engineer at Eastman Kodak, in 1975. His prototype was a portable, battery-operated device that used a Fairchild CCD image sensor to capture images and store them digitally on a cassette tape. It was a groundbreaking invention that paved the way for the digital cameras we use today but the business thought it would impact their film business so mothballed it)
1.2 Cross-Industry Research & Data Analytics
- Monitor patent expirations across sectors
- Employ data mining for pattern recognition
- Use predictive modelling and simulation
- Analyse market gaps and emerging needs
- Study successful repurposing cases
- Create an AI based model to assist with the analysis
Phase 2: Evaluation and Selection
2.1 Technical Feasibility
- Assess adaptation requirements
- Evaluate technical limitations
- Consider resource requirements
- Analyse potential modifications needed
2.2 Market Analysis
- Identify potential markets
- Study competition landscape
- Evaluate market size and growth potential
- Assess pricing strategies
2.3 Collaborative Innovation
- Form interdisciplinary teams
- Engage external partners
- Foster innovation culture
- Facilitate knowledge sharing
- Encourage the use of the existing knowledge base of staff and encourage the work-related side projects
Phase 3: Development and Validation
3.1 Pilot Testing
- Create proof-of-concept prototypes
- Conduct real-world testing
- Gather stakeholder feedback
- Implement feedback loops
- Refine and iterate designs
3.2 Regulatory Compliance
- Review industry-specific regulations
- Identify certification requirements
- Develop compliance strategies
- Ensure safety standards
- Document testing procedures
Phase 4: Implementation and Scaling
4.1 Market Entry
- Develop go-to-market strategy
- Create marketing plans
- Establish distribution channels
- Set pricing structures
4.2 Scale-up Operations
- Plan production processes
- Allocate resources
- Implement quality control
- Monitor performance metrics
Industry-Specific Applications and Considerations example (update as needed)
Technology Sector
Unique Challenges:
- Rapid innovation cycles
- Complex IP landscape
- High obsolescence rate
Success Examples:
- Gaming GPUs repurposed for cryptocurrency mining
- Machine learning algorithms adapted from image recognition to natural language processing
- Legacy software systems modernized for cloud applications
Best Practices for Success
1. Documentation
- Maintain comprehensive asset records
- Document modification processes
- Create knowledge management systems
- Track success metrics
2. Cross-functional Collaboration
- Build diverse teams
- Encourage interdepartmental communication
- Establish partnership frameworks
- Share success stories
3. Risk Management
- Develop assessment protocols
- Create mitigation strategies
- Maintain compliance records
- Monitor quality metrics
4. Market Engagement
- Gather continuous feedback
- Monitor industry trends
- Adapt to changing needs
- Build customer relationships
Measuring Success (develop a success criteria)
Financial Metrics
- Return on repurposing investment
- Cost savings vs. new development
- Market share in new applications
- Revenue from repurposed products
Operational Metrics
- Time to market
- Resource utilization
- Quality metrics
- Production efficiency
Innovation Metrics
- New applications identified
- Successful repurposing projects
- Patent applications
- Cross-industry adaptations