Technologies that Accenture Strategy calls “xR”—which include virtual reality and augmented reality—have been around for years. But new opportunities are on the way. As these technologies grow more sophisticated, they are enabling a broader shift from 2D to 3D—not just for gamers, but also for enterprise-grade solutions. The move from 2D to 3D will initiate a fundamental shift in how people expect to interact with real and digital objects across all digital devices, and that has significant enterprise implications.

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2. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
From advertising to collaboration to
education and beyond, “xR” technologies,
like virtual and augmented reality, will
change how consumers interact with
products, and how workers collaborate both
inside and outside corporate boundaries.
A SHIFT FROM
2D TO 3D

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Investor interest in xR technologies and their 3D
solutions is growing at a record pace.
• xR funding increased 140% from 2015 to 2016
• Deals volume grew 14% over the same period
THE BUSINESS
OPPORTUNITY IS HUGE

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Accenture estimates that the xR market for software,
hardware and services that will be affected by the
broader shift from 2D to 3D is $895 billion.
THE MARKET FOR
3D IS HEATING UP

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Gaming is part of the story. But the move from 2D to 3D will
initiate a fundamental shift in how people expect to interact
with real and digital objects across all digital devices, and that
has significant enterprise implications.
WHY SUCH
BULLISH NUMBERS?

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The shift will dramatically change the way
we collaborate and learn — whether in the
same room or across the world.
• xD technologies may soon enable
embedding 3D objects in communication
channels. It could also allow for real-time
editing and creation of 3D objects by
virtual teams.
REVOLUTIONIZING
HOW WE INTERACT

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1. The industry has no standards and no leading platforms on
which to develop. There are more than 8 different VR/AR
platforms with no clear leader in sight.
2. Content is limited because content production is expensive
and complex.
3. Hardware is bulky and expensive.
THE IMPACTS ARE FAR-REACHING,
BUT THERE ARE SEVERAL BARRIERS
TO OVERCOME.

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Here are a few things to keep in mind:
HOW CAN YOUR ORGANIZATION
TAKE ADVANTAGE OF THE MOVE
FROM 2D TO 3D?
1.
Get ready for the shift to 3D
Companies on the lagging and leading edge should
prepare for 3D to touch all corners of their business.
CTOs need to prepare for enterprise technology
spending that will increasingly be touched by 3D
technology and a workforce that will demand the ability
to communicate and create in 3D.

9. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Here are a few things to keep in mind:
HOW CAN YOUR ORGANIZATION
TAKE ADVANTAGE OF THE MOVE
FROM 2D TO 3D?
2.
Attract content creators and consumers
xR market leaders need to create a unified design
language and invest in platforms.

10. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Here are a few things to keep in mind:
HOW CAN YOUR ORGANIZATION
TAKE ADVANTAGE OF THE MOVE
FROM 2D TO 3D?
3.
Adapt engagement and business models
Companies not at the forefront of xR still need to
evaluate how consumer and employee behaviors will
shift with 3D developments. Partnering with large xR
ecosystems and platforms will likely yield the best
results for most companies not on the bleeding edge
of technology.

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