What comes first - consumer demand or emerging tech?

Digital Catapult is the UK authority on advanced digital technology. Through collaboration and innovation, we accelerate industry adoption to drive growth and opportunity across the economy.We bring together an expert and enterprising community of researchers, startups, scaleups and industry leaders to discover new ways to solve the big challenges limiting the UK’s future potential. Through our specialist programmes and experimental facilities, we make sure that innovation thrives and the right solutions make it to the real world.Our goal is to accelerate new possibilities in everything we do and for every business we partner with the journey – breaking down barriers, de-risking innovation, opening up markets and responsibly shaping the products, services and experiences of the future.Visitwww.digicatapult.org.ukfor more information.

Digital Catapult

<H2>Presented by Springwise and Digital Catapult</H2>
<H2>The future looks bright for immersive technology. But what impact will virtual, augmented and mixed reality have on those who consume it? How will it alter our everyday lives?</H2>
<P><SPAN>VR and AR sit along a spectrum of merging real and virtual elements. VR is a more closed, focussed experience in which almost everything around you is virtual, and is best suited for fully immersive content cutting out most of the ‘real world.’</SPAN></P>
<P><SPAN>AR on the other hand, merges elements of the real and the virtual. With a completely different way of interacting with content, and the potential for AR to be an ‘always on’ experience, how will augmenting the world around us allow new ways of multitasking? How might it affect how we create suitable content? And what does that do to the user experience?</SPAN></P>
<P>UX is key to understanding audience behaviour and improving content, which in turn helps to drive consumer adoption. For businesses and entrepreneurs, embracing the opportunities presented by immersive technology could lead to better understanding of consumers’ behaviour.</P>
<P><SPAN>Following the successful launch of the first </SPAN><A HREF="https://itunes.apple.com/gb/podcast/the-future-of-immersive-technology/id1442906513?mt=2" TARGET="_blank" DATA-MSYS-CLICKTRACK="0" REL="nofollow noopener noreferrer"><SPAN>Source podcast</SPAN></A><SPAN>, Springwise and Digital Catapult invite you to an interactive breakfast panel discussion on how immersive technology is changing the consumer experience as it becomes more embedded into our daily lives.</SPAN></P>
<H3><BR CLASS="Apple-interchange-newline">Agenda</H3>
<P>8:00am: Guest registration &amp; light breakfast</P>
<P>8:00am- 8.30am: Immersive lab demos</P>
<P>8.30am: Official welcome and introduction</P>
<P>8.40am- 9.30am: Panel discussion and Q&A</P>
<P>9.30am- 10:00am: Immersive lab demos</P>
<P>10:00am: Event concludes</P>
<H3>Speakers:</H3>
<H3><STRONG>Alyssa Bonic</STRONG>, Head of Creative Industries, Digital Catapult</H3>
<P>Alyssa Bonic is Head of Creative Industries at Digital Catapult, the UK’s leading advanced digital technology innovation centre. It drives their early adoption to grow the country’s economy. Programmes include CreativeXR, giving the best creative teams the chance to develop immersive content, and Dimension, a world leading volumetric video and 3D capture studio. Her previous roles include Head of Business Development at English</P>
<P>National Ballet as well as heading up BSkyB’s arts sponsorship strategy broadening the reach of UK cultural organisations through digital amplification.</P>
<H3><STRONG>Professor Jonathan Freeman,</STRONG> BSc MPhil PhD CPsychol AFBPS MMRS</H3>
<H3>Managing Director, i2 media research ltd. &amp; Professor of Psychology, Department of Psychology, Goldsmiths University of London</H3>
<P><SPAN>Jonny</SPAN><SPAN> is a leading expert in media psychology and human factors of digital media. Taking as his starting point fundamental psychology research and methods, Jonathan has developed and applied a body of knowledge to the optimization of digital media products and services, focusing on user experience, and the impact and effectiveness of communications. </SPAN></P>
<P><SPAN></SPAN>He has built an applied research team with expertise in innovative methodologies (from physiology, to eye-tracking to behavioural analysis &amp; more) to apply to cutting edge R&D challenges. He has focused on measuring user experience of immersive content for over 20 years, and his team’s methodologies - including the ITC-Sense of Presence Inventory (2001) and the more recent Immersive User Experience Toolkit (2018) - are in use in hundreds of labs around the world by innovators focused on developing engaging and impactful immersive experiences.</P>
<H3><SPAN></SPAN><STRONG>Jessica Driscoll</STRONG>, VR Programme Director, Cornerstone Partnership</H3>
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<P>Jessica has produced VR films for fundraising for UNICEF, Rotary International and Greenpeace which have helped these organisations to communicate their message resulting in increased ROI.  Another area has been casting talent, scriptwriters and technical team for UK based Virtual Reality theatre company Breaking Fourth for their production CTRL a hard hitting story of domestic violence told through virtual reality. This is Progress VR her first independent production won the Best VR film at the SHIFT film festival and official selection at Limina and Inception festivals.</P>
<P>She was also in the BBC R&D team producing the digital content for ‘Civilisations’ which included the award winning ‘Civilisations AR’ app which featured as one of Apple’s Apps that shaped 2018. Her current role is VR Programme Director at the Cornerstone Partnership, where she is creating VR experiences for adoption and fostering and social VR to facilitate therapy and training.</P>
</DIV>
<H3><STRONG>Linda Ligios</STRONG>, Managing Editor, Springwise (Moderator)</H3>
<P>Linda Ligios is Managing Editor at Springwise, the global source for innovation intelligence established in London in 2002. She is a digital content production and innovation expert constantly on the lookout for the latest tech and business trends to support Springwise in its mission to drive positive and sustainable change.</P>
<P><SPAN>Her career spans across journalism, PR, radio production, oral history, event management, licensing and syndication. She has worked with major British institutions including the British Library, King’s College London and BBC Magazines where she championed editorial integrity and supported the launch of over 60 licensed editions across 33 territories. A multilingual speaker and tech enthusiast, she has also participated in two EU's FP7 Digital Preservation programmes (Presto4U and PERICLES) working with a wide range of European museums, universities and software companies to disseminate research results and promote open-source solutions in the digital preservation space.</SPAN></P>
<H6><I><STRONG>Data Protection Notification.</STRONG></I></H6>
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<H6><I><SPAN>Digital Catapult and Springwise are co-hosting this event, and we are both individually (not jointly) data controllers responsible to you for the processing of your personal data for the purposes of the event. If you also sign up to receive a party’s marketing communications, that individual party is also solely responsible for such additional use.</SPAN> </I></H6>
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