Adlens and Greenlight Insights Jointly Issue White Paper Ahead of xRS Week 2019

San Francisco, CA,  October 9, 2019 — Ahead of the upcoming xRS Week 2019 conference, Adlens and Greenlight Insights have jointly issued their ‘Optics in Focus: The Vital Role of the Optical Interface in Unlocking the True Potential of Augmented Reality’ white paper. The whitepaper was written by analysts at Greenlight Insights, exploring the notion of solving visual information conflicts in immersive head-worn displays and convincingly merging the physical environment with computer-generated images. 

In the white paper, Greenlight Insights provides a review of the current research on the nature of the vergence-accommodation conflict (VAC) and focal rivalry in augmented reality HMDs, followed by an analysis of the potential impact of dynamic focus solutions on augmented reality technology and markets. Also included is an examination of the current technology landscape demonstrating various dynamic focus solutions and relevant stakeholders developing technologies critical to enabling dynamic focus in various forms.  

“The problem of the optical interface and engaging the complete human visual system has been a major blindspot for the AR industry,” said JC Kuang, an analyst at Greenlight Insights. “Others may point to surface level specifications like field of view or quality-of-life upgrades like various forms of wireless streaming, but more so than any of these, issues like focal rivalry are currently doing the most to prevent users from staying in VR and AR for extended periods of time, and experience meaningful, productive, and intuitive interactions with virtual content”. 

“As a pioneer of adaptive lenses for use in AR, Adlens welcomes Greenlight Insights’ findings. The truth is that without dynamic focus-capable head-mounted displays (HMDs), AR will not deliver all-day usability, cannot bring virtual content within arm’s reach and will not give the level of accuracy required for enterprise tasks. Greenlight’s report puts these issues front and center. Understanding the way that we see and, as a result, resolving VAC and focal rivalry would directly lead to an additional $10bn enterprise AR spend by 2026,” said John Kennedy, CEO Adlens. 

Highlights of the study:

• Focal rivalry (FR) and vergence-accommodation conflict (VAC) issues plaguing the current adoption of augmented reality today.
• Survey and assessment of various solutions for dynamic focus in near-eye displays, including light field displays, liquid crystal lenses, and adaptive fluid lenses.
• Solving VAC and FR will unlock an incremental $10Bn in addressable market value by 2026.

The whitepaper will be featured at Greenlight Insights’ annual conference, xRS Week 2019 slated for October 16-18 at Hotel Kabuki in San Francisco. It is available for download on the Greenlight Insights website at greenlightinsights.com/reports/unlocking-the-true-potential-of-augmented-reality

About Greenlight Insights

Greenlight Insights provides proprietary market research, consulting, and events about the future of virtual and augmented reality. Greenlight Insights delivers critical strategic insights to the world's leading technology companies, publishers, service providers, institutional investors, and government entities. 

Based in San Francisco, with offices in Los Angeles, Boston, and Denver, Greenlight Insights comprises a diverse team of highly-skilled industry professionals who offer deep expertise in virtual and augmented reality. For more information, visit greenlightinsights.com.