Qantas' virtual reality project takes flight

Qantas and Samsung Electronics' virtual reality pilot, that will see the airline's first class passengers adorned in Gear VR headset, may be nothing more than an eye-catching gimmick for now.

But could it be the first baby step in re-defining the in-flight experience? Maybe, but only after VR technology has reached a level maturity, where it shifts from the purview of developers and enthusiast to a more mainstream audience.

While the headsets will be trialled on first class passengers on select A380 flights between Australia and Los Angeles from mid-March, first-class lounges in Sydney and Melbourne will see deployment from mid-February.

Long haul air travel is an arduous proposition, especially when confined to the cattle class, and any move to improve that would be gleefully welcomed by passengers. Having said that, VR headsets aren't everyone's cup of tea given the undeniable nausea factor involved with eye-popping virtual reality.

The headsets doled out to A-380 passengers will no doubt be optimised to minimise the risk of motion sickness.

Qantas has a handy track-record in dabbling with new ways to deliver in-flight entertainment, being one of the first airlines to trial iPads, and the trail is as much about testing the in-flight viability of the technology as it is about analysing the consumption patterns of the customers.

Part of the three-month trial will see Qantas working closely with Tourism NT  and California-based production company Jaunt to develop destination content, showcasing the Kakadu National Park in 3D glory.

Potentially head ache inducing but also a handy way to market new routes, exotic destinations and of course, the latest deals from the airline to get you there.

As for the in-flight entertainment experience, VR headsets are going to be a strictly premium service. You could fork out $249 and grab a Gear VR to go with your Samsung Note 4 or the S5 but mass commoditisation is still a long way off.

That doesn't mean that the airline industry isn't thinking about it. Last year, airline manufacturer Airbus filed a new patent to rollout VR headsets across an aircraft.  

It's wild and wonderful stuff, reminiscent of the technicolour sci-fi extravaganza of yesteryear than the polished hardware of today. But the sheer concept is exciting.

VR headsets for all?

It may seem nothing more than a flight of fancy but as the Qantas-Samsung trial highlights not entirely out of the realms of possibility. It wasn't that long ago that the concept of tablet devices as the primary in-flight entertainment medium was seen as far-fetched.

Ostensibly, VR headsets could eventually be the logical progression of a trend set by iPads.

Consumption and immersion

The esoteric appeal of virtual reality is undeniable in an age where experience is an integral feature of consumer behaviour. Virtual reality is centred on the themes of immersion and more importantly, presence.

All mobile devices are great facilitators of consumption, where you can stream content, download apps, and browse to your hearts content.  Headsets like Oculus Rift and Gear VR promise something far more compelling, the potential to allow an individual to inhabit an entirely new environment.

The destination content that Qantas is aiming to create just scratches the surface of what virtual reality has to offer.

Video has its limits when it comes to immersion, just like 3D. True immersion requires technical prowess, something that mobile VR devices are not yet fully capable of delivering.

But it's a work in progress and there's certainly no lack of ambition. It wasn't that long ago that Samsung was spruiking the Gear VR strictly for developers and early-adopters, the fact that it's joining forces with Qantas to test the viability of mobile VR is certainly encouraging.