| |December 20209beyond traditional animated films and TV series, it is developing content for AR/VR, live entertainment, and theme parks. The production house owes the highly immersive and detailed graphics seen in popular movies (Shrek, Kung Fu Panda, How to Train Your Dragon, Trolls) it creates to AR/VR. The twin technologies are radically impacting the manufacturing vertical too. Through AR, maintenance and troubleshooting instructions can be directly overlaid onto a product leading to enhanced productivity and shorter downtimes. The manufacturing behemoth, GE, which has conceived the concept of `Brilliant Factory' maximises AR to predict production problems, thereby streamlining its operations. Similarly, ThyssenKrupp and Lockheed Martin are using AR glasses with motion sensors, depth sensors, and cameras to envelope actual work environment with images. This helps engineers to get risk notifications in real time, visualise rendering to steer cable and parts' installations, and access assembly instructions. Automobile giants are also investing in collection of huge quantities of data through processors and sensors and external and internal sources, to amplify profits and mitigate costs.Decision makers in the manufacturing vertical can visualise a new manufacturing process or a new assem-bly through a mobile phone camera even as they walk through the existing facility.Virtual Reality lends the power to immerse users in digital space such as an oil refinery, laboratory or hospi-tal demonstrating how complex solutions work. VR can be used for training (flight simulators, for instance) by replacing real, complex and expensive systems. The commerce, martech and adtech spaces are de-ploying AR/VR to enhance user experience with respect to their brand, product and company. Applications enable customers to virtually engage with brands for visualising and tailoring products as per their choice. Enterprises in the banking, retail and travel and hos-pitality verticals are exploring AR/VR for enhancing customer experience. Becoming a Data-Driven BusinessDigital transformation, fuelled by the next-gen technol-ogy of AR/VR, is at the top of the mind for business and technology leaders. However, to reap the benefits of AR/VR and transform successfully, data must become the lifeblood of an organization. It has to be viewed as a business accelerator. To derive agility and actionable intelligence, data has to seamlessly flow through an en-terprise to ensure new customer touchpoints through technology, create innovative business opportunities, and optimize operations.This is, however, no mean task as it demands a holistic data management approach, which is effi-cient, secure, provides freedom of choice and is future proof. Besides, data is becoming increasingly dynamic, distributed, and diverse. For instance, DreamWork's average animated film requires more than 600 terabytes of data, over 100 mil-lion compute hours, and 500 million digital files. The company undertook an innovative approach based on predictive analytics to power real-time access to large data sets. It led to empowering of production work-flows, maximising creative development, and streamlin-ing of operations. To derive actionable intelligence from data, the more forward-looking enterprises have implemented a robust infrastructure to manage critical, real time, and mobile data. The infrastructure helps to integrate data manage-ment across on-premises and cloud, thereby delivering hybrid cloud services for data access and control, data protection and security, and data visibility and insights.It is beyond doubt that AR/VR promises to fuel in-novation like never before. The dawn of a new technol-ogy paradigm is upon us. Enterprises that want to stay relevant in the present era of flux will have to fuel busi-ness growth sustainably by delivering data-rich customer experiences through new application deployments, such as AR/VR, that use services and data irrespective of their form or location. It is beyond doubt that AR/VR promises to fuel innovation like never before. The dawn of a new technology paradigm is upon us
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