WHEN digital strategist Andy Fyffe felt like he missed the boat for the last big thing in tech, he pledged to seize the next opportunity that came along.
He believes virtual reality is it.
Fyffe watched on as the internet took the world by storm, and thinks virtual reality is the best invention since not only about to take us by storm, but to the centre of the storm.
"It's the ultimate empathy engine," says Fyffe of virtual reality.
"Augmented reality is still seeing through the device into the real world with overlays, while virtual reality takes you somewhere else altogether.
"The computer replicates an environment, real or imagined, and creates sensory experience which can include sight, touch, hearing and smell. It's computationally pretty damn heavy lifting."
Learn what industries are set to benefit bigtime from virtual reality:
Fyffe is managing partner at Brisbane-based Khemistry, which is shaking up the agency model by delivering cutting-edge campaigns for 'about half the price of the big networks'.
The agency works with brands including Mantra Hotels (ASX: MTR), University of Western Sydney and Hyundai Australia. Brands as diverse as Queensland Symphony Orchestra, Gold Coast City and Silver Chef (ASX: SIV) have engaged Khemistry for its virtual reality service.
Fyffe says virtual reality isn't just for geeks, but can be used for everything from a promotional tool to helping clients overcome fears like public speaking and snakes, and aiding athletes to prepare for games.
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