Picture a world where business related travel has been eradicated; where key senior executives can address global teams without even leaving their office; where deals are conducted face-to-face in an ultra realistic manner without screens or telephones and without a physical need for people to be in the same room as each other.
This might sound like science fiction, but in reality it has been occurring for a decade. Holographic projection might have made a name for itself through high profile TV shows and concerts, but many would say its biggest uptake has been in the corporate world. This is not surprising considering the limited methods businesses have for separating themselves from the competition.
Let us take trade events as an example. The required investment for attendance is often substantial, but sadly there is no real guarantee that the right people will stop by your stand. The tools available to a business to catch attendees’ attention are all fairly substandard. That is until we throw holographic projection into the mix.
Humans are visual creatures and the same applies to business. If you had to choose between a stand with standard information on a screen or one with a holographic logo, a virtual, but believable product, and a holographic sales person beckoning you over, which one would you choose? It is an easy question to answer.
Holographic projection is all about making an impact; communicating your message through an eye-catching, yet intimate medium that has never been experienced before. It should be novel, fresh and social. These effects are not possible with any other communicative platform – for example, could you conjure up a life-size car on stage, instantly pull it apart and put it back together in a matter of seconds with any other type of visual expression?
No, it would be impossible. The most impressive thing about current holography is the fact that unless you make the object or person disappear before the public’s eyes, 99% of people are unaware they are even watching a projection. The technology is simply that convincing, and that is exactly what companies need in a saturated, mass media driven world.
It does not matter about the application – you could be launching a new product to audiences across the world; making an impact at an industry exhibition, or simply conducting an immersive marketing campaign – all of these are possible with holographic projection.
Changing How We Speak
The same applies to staff communication and the utilisation of key executives’ time. A great example of just what is possible can be seen with Indian politician Narendra Modi. During the course of his 2012 electioneering campaign, he appeared as a holographic version of himself to 108 different crowds spread across Northern India.
This can be directly translated to the business world (and if we look back over time, smaller scale equivalents have already taken place). CEOs can address global sales teams with the same engagement, vibrancy and energy as in person, but without the travel or time commitments. This not only reduces the executive’s carbon footprint, but it is also a great case study for how forward thinking the business is.
With holographic TelePresence, the above is not just the domain of multinational chief executives. The commercialisation of IT and reducing technology costs means full two-way holographic TelePresence is already available and within the budget of many businesses. Even one-way transmittance is infinitely more engrossing than standard communications platforms.
Staff want to communicate and collaborate in a way that feels natural to them, and what is more human than face-to-face, life-size contact (or at least the illusion of it). With network technology continuing to improve, projection technology becoming even more lightweight and versatile and changes in cultural shifts, it should not be long before we are looking back at ‘traditional’ communication methods with nostalgia.