15 Mar 2024 | Mike Boland
AWE Talks: Finding XR's Flywheel
AWE EU 2023

Welcome back to AWE Talks, our series that revisits the most engaging content from AWE’s catalog of conference sessions. Now that AWE EU 2023 has concluded, we have a fresh batch of sessions to dive into.

This week, we look at the long road to achieving XR's flywheel effect. What are all the moving parts that will cause XR to inflect and self-propel to mainstream levels? BCG and Swisscom break it down for us.

See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library on awe.live and AWE’s YouTube Channel.

Tibor Mérey, BCG X
Tina Werro, Swisscom

– XR isn't just one technology but the convergence of many.
   – As such, there are several moving parts to its growth & actualization.
– Hardware is at the heart of that ecosystem and is an ongoing evolution.
   – Factors like weight, resolution, and field of view gradually march forward.
– But it's also about other ecosystem elements like software and networking.
   – That includes infrastructure, use cases, social graphs, and virtual worlds.
   – All of these elements get us closer to the m-word, though that's years away.
– Meanwhile, one important target is the installed base of XR devices.
   – The magic number seen in past tech waves is 100 million units. 
– That volume attracts developers which in turn drive content and use cases.
   – The result is a self-propelling flywheel effect, and the rest is history.
– For XR, that moment could come closer to the end of this decade. 
   – Historically speaking, the iPhone reached that milestone with the iPhone 4.
   – Extrapolating four generations of Apple Vision Pro would take us to ~2030.
– Despite that example, XR's ubiquity likely won't reach smartphone levels.
   – ... but it could exceed tablets and PCs: a meaningful accomplishment.

For more color, see the full session below...

  Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.  

Share This Article