Virtually a Flying Leap into Marketing

By Gofton, Ken | Marketing, January 21, 1993 | Go to article overview

Virtually a Flying Leap into Marketing


Gofton, Ken, Marketing


The software company behind the BBC's Cyberzone hopes to break into world markets. Will its virtual reality become total reality? Ken Gofton reports

For millions of TV viewers, the advanced computer technology "virtual reality" has suddenly become a real-life reality. The BBC is claiming a world first with Cyberzone, its Monday evening adventure gameshow in which sports personalities are tested in imaginative situations created entirely by microchips.

Whether or not Cyberzone, fronted by scouser Craig Charles, catches the imagination of its teenage audience, one thing is certain: it is a technical breakthrough and the technology has a very real future.

It's based on software developed by a tiny company in Aldermaston, which may, itself, be heading for international stardom - if it can find a clear flight path through the billowing problems that traditionally face small hi-tech firms sitting on the launchpad awaiting take-off.

Dimension International claims a world lead for its technology, which has applications far wider than game shows, in marketing, sales, design, architecture, and many other fields: "Potentially it can be used anywhere where visualisation is important," says the 33-year-old company founder, Ian Andrew. The common understanding of computer-generated "virtual reality" is that to experience it you have to don a special helmet and wired-up gloves. Projected on tiny screens in front of your eyes will be a view of, say, a room interior. Turn your head, and the, viewpoint changes accordingly. You can move above, within the room, even experience walking out of it, and looking back through a window.

This, in the jargon, is "immersion virtual reality". What Andrew and his team have done with their Superscape software is put virtual reality on the PC screen - or, in the case of Cyberzone, on a videowall.

The concept is the same: you can still change your viewpoint at will within a 3D environment projected on the computer screen. But the picture quality is much better because of the greater screen size.

Superscape is already being tested in the public sector for applications as diverse as designing defence vehicles to assessing fire hazards in proposed buildings, analysing road accidents, and helping children with severe learning difficulties. Commercial uses could be even wider and include: * Kitchen, bedroom and bathroom showrooms. Consumers could provide the room dimensions, choose a style, and the finished installation. * Demonstrating for client approval almost any kind of 3D design or structure, from an exhibition stand to a landscape garden. * Retail market research. * Space planning, from interiors to positioning security cameras. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Virtually a Flying Leap into Marketing
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.