Developing and Testing of a Virtual and Augmented Reality Maturity Model

Abstract

The aim of this article is to develop a virtual and augmented reality maturity model and test it in selected companies. First, the terms were defined and a literature search was carried out on existing and established maturity models. In the second part of the work, the model was built and tested in four companies with the help of focus group discussions. The next step was to analyze the maturity of these companies. The results of the focus groups show that three of the four companies are already involved in VR and/or AR. Furthermore, the analysis also shows that these four companies would like to deal more intensively with the technologies in the next few years. Three of the four companies have already an application in the field of marketing and sales. Furthermore, all four companies see high potential in the field of customer service and human resources. The potential in the corporate sector is increasingly seen in the AR area, whereas VR is seen as an entry into the technology. All four companies believe that VR and/or AR will be very important tools in the business world to keep up to date. After the maturity model was tested, it seems that every company needs slightly changes of the levels to fit their needs.