From Automotive to VR: How can haptic technology create business value across multiple sectors

As a leader in advanced haptic motor technology, TITAN Haptics has recognized that in a competitive market, haptic technology can differentiate products, improve user satisfaction, and create new business opportunities.

The following case studies show how several companies have successfully integrated haptic technology into their products, resulting in significant gains. These examples also show that as haptic motor technology continues to evolve, more precise and powerful haptic feedback will become possible.

Let's explore how haptic technology is reshaping industries and having a real business impact.

1. Product differentiation - Jaguar Land Rover Range Rover Sport SV Special Edition

In the highly competitive automotive industry, manufacturers are constantly looking for innovative ways to differentiate their products and gain a unique position in the market. With the introduction of advanced haptic technology in the Range Rover Sport SV Special Edition, as well as a powerful plug-in hybrid powertrain, luxury car manufacturer Jaguar Land Rover has gained an edge in the growing electric vehicle (EV) market.
The new Range Rover Sport SV Edition One, designed in collaboration with Canadian company SUBPAC, features a new Body and Soul seat that provides haptic feedback via sensors based on the low frequency of the music, allowing the driver to "feel" the music for a 4D immersive experience that enhances the experience of driving. At the same time, plug-in hybrid systems are in line with the growing demand for environmentally friendly, efficient vehicles in major markets, including China. In these markets, the demand for all-electric vehicles and light hybrid electric vehicles is growing rapidly.

This haptic technology combined with a hybrid powertrain not only enhances the driving experience, but also demonstrates Jaguar Land Rover's commitment to electrification and design innovation. According to Jaguar Land Rover and SUBPAC, the vibrations of the BASS Soul seat can promote relaxation, reduce stress and have a positive impact on heart rate changes. On long drives, these pulses significantly reduce driver fatigue, making the Range Rover Sport SV model a luxury and technologically advanced choice (Forbes; Health And Bass).

The Range Rover Sport SV Special Edition sold out immediately after its launch, and the application of its soul seat provides users with a unique sensory experience, which is a rare highlight (Yahoo). Clearly, by integrating advanced haptic technology with a plug-in hybrid system, Jaguar Land Rover has succeeded in differentiating its products from the competition.

2. New revenue streams - CJ 4DPLEX and Dolby's 4D movie seats

Film technology is constantly evolving. From the earliest silent black and white films, to the introduction of color and sound, cinema has changed from a silent, monochromatic world to a colorful, sound experience. Today, the common 4K resolution and THX surround sound further enhance the immersion and impact of the film.

However, advances in film technology did not stop there. Companies such as CJ 4DPLEX and Dolby have pushed the development of 4D cinema by introducing cinema seats with dynamic and haptic feedback (CJ Newsroom) (CNBC). These 4D enhancements give viewers a whole new sensory experience: seats move in sync with the action on the screen, and haptic technology allows viewers to feel the roar of an engine in a car chase or the vibrations of an explosion in a battle scene. This greatly enhances the viewing experience and makes the audience feel as if they are in the action scenes of the film. Chinese audiences can also enjoy this unprecedented viewing experience at CJ's CGV cinemas and its 4D cinema in partnership with Wanda Cinemas.

CJ 4DPLEX officially entered China in 2010, opening the first 4DX cinema in China at CGV Cinema Beijing Olympic Sports Center. Since then, 4D cinema has grown rapidly in China. At present, ULTRA 4DX operates 28 stores in China, which is the country with the most fusion halls in the world (CJ website).

Dynamic and tactile cinema seats are just one example of how companies are opening up new revenue streams through advanced tactile technology. By enhancing the entertainment value of films and providing a high-quality viewing experience, these innovative seats attract audiences to choose the cinema instead of watching movies at home. In addition, as Chinese consumers increasingly diversify their demand for leisure options, this engaging movie experience helps make the theater the first choice for entertainment and relaxation.

3. Brand image enhancement - PICO 4 is equipped with HyperSense controller

In the rapidly expanding Chinese VR market, increasing brand recognition is crucial for companies to stand out from the competition. Continuous innovation is key to achieving this goal, and haptic feedback is an important breakthrough in VR/XR technology that seamlessly connects the physical and digital worlds.

In the case of the Pico 4, by integrating a wideband linear motor, its controller is able to provide delicate haptic feedback during user interaction. For example, when playing VR fishing games, the vibration feedback of the controller can simulate the pull and vibration of the fishing rod when the fish bite the hook, struggle, and try to escape, greatly enhancing the sense of realism and immersion of the experience.

Chinese consumers are increasingly seeking cutting-edge, immersive entertainment experiences. Advanced haptic interactions like Pico 4 are catering to this need, making it a leader in technological innovation. This unique advantage not only attracts more loyal users for the brand, but also strengthens the innovator image of the brand, which is crucial to occupy and maintain market share in the dynamic Chinese VR market.

As VR technology evolves, so does the need for more authentic, immersive experiences. By integrating advanced haptic technology into gamepads and peripherals, companies can continue to improve product technology, optimize user experience, and build a brand reputation for innovation, thereby maintaining a competitive edge as VR technology and user expectations continue to evolve.

Conclusion

These companies demonstrate the significant role haptic technology can play in enhancing the user's experience of interacting with devices. The proper application of haptic technology can indeed optimize product design, provide customers with a quality experience, and open up new opportunities for innovation and market differentiation for companies.

As haptic technology continues to evolve, it has great potential to change the way humans interact with machines, making interactions more intuitive, immersive, and easier to navigate. Companies that invest in this technology and successfully integrate it into their products will not only stand out in an increasingly competitive market, but also create a more engaging and satisfying user experience, enhance customer loyalty and brand recognition, and ultimately grow their business.