Is reality virtually non-existent?

The line between reality and the virtual world has never been more blurred, as we spend more time interacting with technology and creating virtual lives. How we engage with technology to express ourselves and connect to the rest of the real and virtual worlds is becoming part of our daily lives. Simultaneously, technologists are becoming increasingly aware of what people want from virtual reality, ranging from personal communications and entertainment to advertising and marketing.


The Cambridge Wireless (CW) Future Technology SIG will bring industry expert speakers together in an event titled, “Living in a Virtual World” on 9th December 2014. The aim is to challenge the current perception of the virtual world, the way in which it engages its audience and how technology is adapting to follow current trends. The accessibility of computers and mobile phones have brought about the use of social media from a very early age and allowing  us to create virtual profiles  that determine how we are viewed by friends, colleagues, and , consumers.

Ross Davison from Atkins, and a Future Technology SIG Champion said, “In this field of advancing technology, it is important for technologists to take a look at the how the public are interacting and what the future may hold. The virtual world is re-shaping constantly and we need to find new ways of challenging and developing the ways in which people perceive and engage with virtual reality.”

An exciting development in the virtual world was Augmented Reality (AR), which has been commercially available for over five years and opens a world of possibilities in the virtual hemisphere. Used predominantly by advertisers and large organisations with large budgets, the idea of AR is becoming a more viable option to SMEs  accessible , to the public. Caspar Thykier, CEO Zappar, commented, “AR provides the opportunity to instantly customise the world around us and bring the physical world to life. We want to change the way in which people view AR to unlock and discover a secret world of things. It is possible to bring AR to the hands of everyone.”

Taking place at Cambridge Judge Business School, this event will address what it means to be ‘virtual’ and highlight the ways interaction is changing and how it is being utilised by people throughout the world. What is this virtual way of thinking? How does it affect the actions we take and can we spot the comparisons with the real world? What are the limitations in creating a high-fidelity virtual experience?

For more information about this event please visit

About Cambridge Wireless (CW)

CW is the leading international community for companies involved in the research, development and application of wireless & mobile, internet, semiconductor and software technologies. With 400 members from major network operators and device manufacturers to innovative start-ups and universities, CW stimulates debate and collaboration, harnesses and shares knowledge, and helps to build connections between academia and industry. CW's 19 Special Interest Groups (SIGs) provide its members with a dynamic forum where they can network with their peers, track the latest technology trends and business developments and position their organisations in key market sectors. CW also organises the annual Future of Wireless International Conference and Discovering Start-ups competition along with other high-quality industry networking events and dinners. With headquarters at the heart of Cambridge, UK, CW partners with other international industry clusters and organisations to extend its reach and remain at the forefront of global developments and business opportunities. For more information, please visit


For Cambridge Wireless please contact:
Lily Cheng
Cambridge Wireless
01223 967101,


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