Freeing Immersive Content Creators from App Trap

One of the biggest hurdles facing anyone wanting to deliver AR/VR content right now is that every different implementation requires a different packaging of content data. Some of this is a result of the “game” and “app” ecosystems that these experiences come from, but there’s also no other alternative.

Content cannot be delivered as a broadcast stream because there is no definition of what that stream is. Without that there is no standard viewing “environment” to leverage. There are some attempts to work on this – YouTube’s 360 video is an interesting way of delivering one component of immersive content, but it’s not an extensible or leverageable technology. It’s essentially only a movie player. A content creator cannot, for instance, embed a 360 video as one of many elements in a deliverable program.

And so content creators also have to be technologists capable of building worlds of mixed elements inside of an app or game metaphor. Each experience is a one-off, individually crafted delivery of heterogenous content. But most of this content is really just reconfigured instances of only a handful of different kinds of data – 2d, 3d, static, animated, geometry, images, navigable, etc. And this repetition could be exploited into not only a consistent data exchange “format”, but also a consistent experience environment. A content provider would construct, not an app or game, but a container of elements and descriptors, deliverable as a “unit” to any compliant experience environment. Like a broadcast network delivered TV shows, bounced off satellites, thrown across the airwaves or down cables to a TV set that decoded and displayed the experience.

But what would that package look like? How can we all agree? What are the NTSC, mpeg, jpeg, obj, wav of VR? Is it a file? Is it a file aggregation container? There are a lot of questions to answer, but the freedom afforded to content creators when they no longer have to worry about he technology of the viewing experience, could bring the freedom that other creators have had for years. Film makers don’t have to worry about the inner mechanical workings of projectors, writers don’t have to worry about how printing presses work, and AMVR content creators should not have to worry about writing apps.