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VP Business Development - North America
mHealth Global Business Lead
President Sixense Studios
Senior Global Digital Innovation Manager
Principal Investigator – Augmented & Mixed Reality
Immersive Technology Design Lead
Director, Product Management
Augmented Beauty US Director
Director of Digital Experience Design
Vice President, Product and Operations (Americas)
Director, Patient Engagement and Business Development
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Senior Designer, Digital VR & AR Development
Senior Experiential Designer and AEC Visualization Specialist
Futurist in Residence
Vice President of Creative Development
Head of Immersive Technologies
Global Vice President of Category Expansion
Senior Director, Spatial Computing
Immersive Technology Architect
Director of Lens Design
Head of Ecosystem and Trend Scouting
Senior Vice President, Production
Senior Vice President, Technology Investment Banking
Vice President of Strategy & Head of XR
VP Business Development and Partnerships
Digital Innovation Manager
CEO & Co-Founder
VP Accelerator & Portfolio
Director of Innovation, Senior Associate
Medical VR/AR Expert
Chief Creative Officer
Director, Emerging Tech
Lead VR Specialist
Head of AR/VR Ad Innovation
Global XR Education Expert
Senior Manager, Innovation and Disruptive Technologies
Director of Innovation and VDC
Vice President of Business Operations, Strategy, & Emerging Technology
Co-Founder & Chief Creative Officer
Co-Founder & General Partner
Creator & Executive Producer
Senior Visual Director
Head of Business Development & Product Strategy
Channel Manager, Americas
Executive in Charge
Synthetic Training Lead Investigator
Senior Engineer: Immersive Technology Specialist
SVP, Corporate Social Good
Founder and Creative Director
Sr. Manager, Architectural Visualization and Phase Planning
Director, Education & Opportunity
Head of Community
Silicon Valley Correspondent
Author and Founder
If you have a great story to tell and would like to join the speaker list for 2019, please contact Kathryn Bloxham on kbloxham@vr-Intelligence.com to register your interest.
Work and have always worked for large brand owners who are advertisers in the digital space – XR is the future mainstream digital interface and therefore of significance. My role is consumer strategy – so I’m looking not only at this as a way of creating brand advantage but also for its impact on consumer behaviour generally.
Learning about the designers of this next world – the intent, progress and expectations. I hope to know infinitely more about how AR specifically will evolve in the coming years.
Adding depth to brands with digital products, edutainment: in a world where attention is the scarce resource and where digital transformation has levelled the competitive playing field, how will brands add depth to become sufficiently substantial and useful to warrant consumer attention
Using the power of context: Malcolm Gladwell’s Tipping Point offers a useful trilogy of effective messaging: context, message and conveyer/ medium. With social media we are learning to balance the trilogy by thinking more about audiences and media, but AR will push this to a whole new level – interests, trends, geography and activity will all need to be considered and our understanding of consumer behaviour lags significantly.
Implications for human behaviour and happiness: We often blame the correlation between social media use and loneliness on people comparing their lives negatively with the curated highlights of the people they follow.
In addition, I believe (and this is what I want to address in my session) there is the impact of digital enablement that is filled with instant gratification and reduces the need for people to strive to achieve goals. If Google and YouTube know everything and if we can “rent” any service by using Uber or airbnb, then our feelings of competence and the favour-based interdependency in relationships with others are compromised.
As technology strives to make everything easy, streamlined and seamless it is reducing people’s sense of accomplishment in everyday living.
If AR offers a reset in design of the human-machine interface, can we design it for human happiness rather than enablement
Devices, design principles, how brands are using these new technologies and adoption
I see myself as a creative thought leader within the XR industry. I have a diverse skill set that can educate and evangelize the great progress of the XR industry. I am a firm believer in innovation and try to constantly learn and improve from all aspects of life and creative influences. I bring a specific point of view to pushing the XR industry into the mainstream and consciousness of the public.
The first challenge is the awareness of how VR or AR is used. We still have a gap in understanding how the technology can be used and is no longer a novelty. The second challenge is getting funding and calculating ROI. We have tried pilot programs with minimal investment, but still struggle on connecting a direct tie into product purchases, cost savings, and other key performance indicators…. The development costs are high, so for businesses to put money into the technology with no concrete data or numbers is still a leap of faith.
In terms of VR, the idea of workforce training has been in the forefront of the industry in which I work. We can now put users in virtual real life situations where they can complete tasks without the fear of making mistakes or breaking anything. When a mistake happens in real life the results can be very expensive. The nice thing in a virtual simulation, they can repeat the process many times which helps them retain information. When the workforce is posed with real life tasks, they have fewer mistakes and learn faster since they have already been in the situation. The overall result is confident, trained, efficient and more productive workforce.
After going through the agenda a few times, the first day looks amazing. I am most interested in hearing about anything to do with the future of the XR industry. This would encompass hardware, software, investors and how different content creators are approaching the XR. On the second day, I see a mix of topics that is geared toward design. I am looking forward to how others design and come up with creative solutions with XR technology.
Networking and sharing my experiences and expertise with others that have a passion for XR technology.
I’m looking for new technologies to enable new services in the connected and personalized beauty domain. XR has a huge role to play. I’m mainly focusing on exact rendering to bridge the gap between the real world and the virtual world.
Make AR closer to reality, take into account lighting conditions in the real background for instance to compute the virtual objects in the scene (colors and optical effects).
How do we reconstruct the background of a scene when objects in the real world are digitally removed from it?
Virtual try-on (furniture, makeup, clothes…)
Intel (3D camera, OpenCV)
NVIDIA (Ray Tracing)
Computer Vision for retail from any player: Amazon, Google…
Artificial Intelligence was key to the recent success of AR and especially Convolutional Neural Networks (CNN). Without accurate and real time computer vision algorithm there is no accurate and real time AR.
Gaming is still in my opinion an early adopter of XR. I thought that with VR available on PS4 and Steam we would see a huge growth in opportunities but I think we still lack experience that were really designed for XR and not just adaptation of traditional games or demo-like games.
I oversee targeted experiments in XR as ancillary content for series and specials on Smithsonian Channel. We see these technologies as extensions for our storytelling, hopefully reaching new audiences in new ways that are personal and interactive. For example, as the 50th anniversary of Apollo 11 approached, we produced a six-hour documentary series, “Apollo’s Moon Shot.” As a companion to it, we produced “Apollo’s Moon Shot AR,” which lets you shoot off a Saturn V rocket, explore real artifacts from the Smithsonian’s collection and take on challenges like landing on the Moon.
It seems the full-functioning, cool-looking XR glasses are still a ways off. In the meantime, the biggest challenge is marketing. With VR, the industry has failed so far to expand the ecosystem of home headsets to a number that justifies investing in content, which is why everyone has pivoted to LBE and Enterprise. For AR, distribution is global but only if you can help people find your app and convince them to download it. When Apple’s app store launched in 2008 there were 500 apps. Today there are over well over 2 million, and over 2,000 augmented reality apps. No matter how great your AR experience might be, or how targeted your audience is, it’s hard to break through. The real risk for XR generally is that it gets stuck in the popular imagination as a gimmick. To truly succeed, it needs to become a habit.
In AR I do wonder if there are better ways to aggregate content. For VR, I find it absurd that in the race to achieve “Ready Player One” the industry has abandoned entry-level innovation. There is still no headset for maximum resolution, theater-ready 360-degree films. When we recently tested our Panda VR film at the Smithsonian’s National Zoo, the best option was one of the oldest, a Samsung phone in a Samsung Gear VR headset with separate headphones. Of the 200 people who screened, 69% had never tried VR before. The clunkier the technology on first try, the less likely it is that audiences will embrace it and venues will be willing to install it. Lastly, the industry won’t get to the next level until there’s a money-making middle between free and The Void.
I continue to believe the cross section between entertainment and education is a huge opportunity. Injecting interactivity into storytelling supercharges interest, especially for younger audiences.
No idea. That’s a big reason I’m attending VRX.
XR needs to get beyond the promotional tie-in. Once we can treat XR projects the same way we do with our TV programs – as investments with a measurable return – we’ll know it has turned the corner and has long-term viability.
I’m a partner at HP Tech Ventures, HP’s investment arm. I look for XR startups to invest and/or partner with that are anywhere from Seed to Series B. I’m also looking at Gaming/esports and Education spaces as well.
I see some startups so in love with their technology that they don’t always keep in mind that they’ve got to solve a real world, practical problem for their customers. If you’re not able to show tangible benefits to whoever is buying your product, they are not going to stick around. Within enterprises, there are always pockets of money that are being invested in the latest solutions. That’s happening with XR technologies now, but a lot of the pilots are getting stuck in the innovation phase and not getting widely adopted throughout the organization because we’re not able to show the decision maker a real impact. I also see startups getting stuck in free pilot mode which I almost always think is a losing proposition for both parties. If the customer you’re trying to sign won’t put in even a little earnest money, then I believe that tells you you are not speaking to the person with the right level of authority or they don’t see value in what you bring. If you’re able to regularly convert free pilots to paid customers and that’s working for you, that’s great, but it doesn’t work out for most startups.
I’m very bullish on the XR training space. Compared to a couple of years ago, there are now a lot more studies that prove the benefits in hard and soft skills across lots of verticals and use cases. We’ve got to simplify the solutions so that they are easy to use for everyone, not just industry insiders or comp sci majors.
Which startups are getting real traction among their users and/or have proven efficacy in whatever question they’re trying to solve.
Getting to talk to old friends and meeting new ones. Over my career in silicon valley, I’ve seen a few tech industries go through their growing pains. XR is by far my favorite because not only is the technology fundamentally transforming how we interact with compute devices, but the mix of people in the industry is wonderful and nearly everyone is happy to help out others in the industry.
I am using XR for patient education and global training and education relating to proton therapy and radiation therapy at Penn Medicine.
Socializing VR/AR/MR into the larger academic health system and coordinating efforts with vendors and strategies. It has been a challenge working with vendors to adhere to our very strict legal requirements regarding contracting and agreements.
1) Using XR to inform and educate and market to consumers, patients and prospective patients to help set their expectations prior to coming on site for their treatment or procedure. This could improve overall patient satisfaction. 2) Training on equipment, such as proton therapy and adding as an important component to training and education programs which would allow more time for staff and faculty to focus on treating patients vs. training. 3) On boarding
Healthcare and pharma. Big stories to tell with lots of existing narrative and content. Just needs to be translated to XR and applied and distributed to the appropriate targeted audience.
VR in healthcare, VR as a modality to tell the patient story, VR in patient education and engagement.
Networking, exhibits to meet vendors and lean the latest and greatest in the industry.
The single biggest challenge hampering gross adoption remains ease of access to "high-quality VR" hardware and properly curated content for first-time users. Oculus is doing great work here with the standalone 6-DOF Quest and a focus on premium content. As the power of these mobile platforms increase and costs reduce, we should see a largley unstoppable growth curve.
When Virtual Reality and Mixed Reality are eventually merged into a single, small form-factor, high powered device, it will become so pervasive that it will replace the cell phone. Facebook and or Apple are likely the only companies with enough capital to make this a near-term reality (4-5 years). In 2019-2020 it's important that VR/AR developers stay in their lane and focus on building quality products for their ecosystems, not worrying about what might be coming down the road from company "X".
As demonstrated by a number of well established studies, gaming remains the largest grossing vertical for XR. With cheaper, more mobile, higher quality VR devices entering consumer homes, the opportunities for gamer-centric entertainment have never been as lucrative. Tangentially; Eductation, Healthcare, Training, 360 Video only have meaningful returns when placed under the lens of venture capital but these are largely not revenue generating models.
The impact of XR on traditional Hollywood narratives remains largely unexplored. Traditional approaches and production techniques to story-telling (360 video) tend to fall flat in VR/AR while more experiemental treatments are yielding exciting results. The most relevant vertical remains gaming, which can be defined as a very broad set of entertainment potentials (home based, location based). Gaming primarily because game design is highly experimental, user focused, and well suited to the challenges of uncharted technologies.
VRX is an incredibly valuable "temperature check" on our peers and the XR industry at large. Trends are discussed, winners & losers are revealed and creators/investors/the curious always come away with a more grounded sense of where the industry is headed. I always look forward to meeting with old friends and forging new relationships as we collectively pathfind our way through to the next year!
I’m Nokia’s Head of Trend Scouting, right at the intersection of the mobile communications world and the world of new technology. I’m looking for the new technologies that are going to need mobile network support over the next 3-5 years, so that we can make sure that we’re developing and building the mobile networks that are going to be needed to support advances that are coming from other industries, including very much the XR world. I see that in the long term, the telecommunications industry is going to be deeply integrated into the design and delivery of XR services, because we have the capability to provide not just connectivity, but with computing at the network edge, we can carry some or all of the processing burden as well, while retaining an excellent end user experience. This will be the critical factor that will lighten both the cost and physical weight of XR headsets and ultimately be a key enabler for mass market takeup.
The three biggest hurdles are cost, usability, and use case. It’s exciting to see rapid development in the headset space, which is bringing us much more lightweight, affordable and high-quality headsets without cabling, but there’s still a way to go, especially in the AR space. This is why I believe that long-term, the usability of XR headsets will reach their fullest potential when the processing piece sits not on the physical device or on a companion device such as a phone, but when the processing sits in the cloud, close to the end device in the connectivity network. This is such a new capability for networks that it’s going to be an exciting time building and perfecting the first examples of this, but it’s already started with 5G gaming, and that same capability will be able to be reused for XR support down the track.
The Mirrorworld, or spatial internet, in which physical location and objects will have information and entertainment attached to them or overlaid on them, is what is going to drive AR. It’ll start on phones and move to glasses – in fact, it’ll be the rise of amazing content in the Mirrorworld that will make glasses become a mass-market must-have.
5G and network edge computing in the telecommunications world, which will enable processing to move off the XR headset and into the network, giving headsets the opportunity to be lighter and leaner and therefore more mass-market friendly than ever before.
Use cases and real-world experiences, including both successes and failures. Having a real-world understanding of what’s working and what isn’t will propel us all forward.
Meeting the players in this space and hearing their opinions about where they’re planning to move next. Scouting for partners as we enter this landscape as well.
I currently am head of XR at Nielsen, the leading market research firm. I have been leading XR research since 2015 at SuperData, which was acquired by Nielsen in 2018.
It varies based on the technology. For virtual reality, it's really about content, price, awareness and accessibility. However, with killer apps like Superhot and Beat Saber, plus the enormous success of Oculus Quest, I think we are well on our way toward seeing critical mass in the next couple years. VR will really be focused on gaming for the general audience, and that's what's currently driving adoption. AR's challenge is its necessity. Right now, there aren't a ton of cases where it's essential to the experience, or there are applications that are using it but don't need it. Social media like Snapchat and Facebook have found really innovative ways to use it so the industry, and brands in particular, can learn a lot from them about how it can effectively be leveraged. Mixed Reality's tech is just not there yet for general consumption and is really focused on a few key use cases. But in the very longterm, I believe this is where XR will shine -- it's just going to take awhile.
As I mentioned, gaming content for VR is key. With big IP and AAA publishers will come new waves of adoption. Second is untethered devices. This is ESSENTIAL and Oculus Quest is showing how effective this has been. While some enterprise applications and heavy-duty gaming experiences require high-powered PCs, the content that pleases the general consumer should be light and easy enough for an untethered device. Finally, in-app payment processing is something that isn't talked about enough. Giving people the opportunity to take action while they are inside an experience is key to conversion, and companies like Payscout are creating great solutions.
VR = gaming
AR = branded content
MR = enterprise
As I mentioned, Payscout is doing great things with payment processing. Also, Friends with Holograms has created really innovative educational, training and branded content that really focuses on leveraging the technology itself and not just using it for its novelty.
AI will really take it to the next level. XR is about interaction and immersion and AI is going to be important in driving that -- especially if you incorporate natural language processing and voice activated commands so players can engage naturally with virtual worlds.
Not to sound repetitive, but gaming is really essential to VR. Finding multi-player opportunities will really take it to the next level. For AR, providing utility to mobile applications will provide big growth, such as maps (which Huawei and Google are leveraging). I think games are less essential to AR. They seem obvious but so far I haven't seen a case study that enhances the experience in a big way. Brands can find innovative ways to use AR in mobile ads and sponsored content like social media overlays. I think educating brands on this new market is going to be really important. And, of course, there are soooo many ways enterprise will continue to push this technology forward, and vice versa.
I want to hear about how the largest companies are leveraging the innovation and technology that smaller companies are honing. They need each other since small companies have a lot of agility and can push through creative solutions quickly by avoiding bureaucracy. Meanwhile, XR needs large companies to spread the word and draw in general consumers, so seeing these symbiotic relationships will be a lot of fun!
Meeting the smartest, most innovative people in the industry! These folks are true trailblazers and I can't wait to hear more about what they are doing next!
A lead an association focused on growing and supporting the virtual reality and healthcare market: IVRHA (International Virtual Reality and Healthcare Association)
Education, education, education. We can’t do enough about it yet. Most people still have never tried virtual reality, and no amount of description or explaining does it justice. We have to continue to focus our efforts about giving people their first VR experience, and then explaining how it can impact their job and life.
I’m biased here, but one of the reasons I’m working in the healthcare VR sector today is the potential. There is so much happening under the radar that it is going to transform how we experience and receive treatment. But it’s going to be a long haul. Healthcare doesn’t like change, and it doesn’t move fast. Unfortunately, we’re looking at a 10-15 year horizon before it’s commonplace.
I have been extremely impressed with the Oculus Quest headset since it launched back in May. This is the first headset where everything is right, and the user experience is top notch. It’s now at a quality and price point to compete with games consoles for consumer dollars. We just have to market it now. Easier said than done.
I am very much looking forward to the networking and the exhibit area. When I attended the San Francisco event for the first time two years ago, I was very impressed with the breadth of companies on display.
At Look On Media we are passionate VR developers bringing high end AAA game standards to education, medical, and training industries. Our goal is creating unforgettable VR experiences that produce a more prepared and engaged workforce.
Because the technology is relatively new, there isn’t a large body of data yet that proves ROI strictly from a financial perspective. This makes some clients hesitant, however with every new successful case study Look On Media generates and others in the industry, more clients are excited to adopt VR.
Working with so many great clients has allowed us to create really robust software solutions that are only getting better with more use. This is really exciting for us because it assures we can refine our client’s solutions while gathering critical data to assure the software is accomplishing the client’s goals. While this is all happening, the hardware keeps improving which excites us as developers because we can really push the tech. So the biggest opportunities and innovations we see are coming from both software and hardware iterations as the industry adoption rate skyrockets.
For Look On Media, we really love the making compelling solutions for non-gaming industries that still feel fun. Our challenge as developers is to take material that many view as dry or tedious and package it in engaging VR software that makes people want to use it again and again.
Clearly we are always watching what the hardware companies are doing and excited about any advancements they can make to streamline the user experience. We also primarily develop in UE4 so seeing Epic make VR specific enhancements to their engine is always great.
User data and analytics that can help us create better solutions while proving the efficacy of the technology. This is why we developed our own proprietary dashboard called NeXR that does just that.
We’ve seen huge interest in our utility training solutions because that industry is particularly hazardous and the benefits of VR learning are obvious. Really, any industry in hazardous environments that require very specific training will get the most value out of early XR adoption.
Gaming is going to be critical in getting people used to using the technology and pushing developers to come up with new and creative solutions gameplay. I think we will start to see a lot more robust XR companion pieces to large entertainment franchises.
All of them. We’re information sponges and love learning new things about our industry.
We can’t wait to meet new people from various different industries, run them through our demos, and talk a whole lot of shop! Looking forward to seeing you all there :)
I have taken on the informal role of leading the evangelism of XR technologies to businesses. I host a podcast interviewing business leaders who are either making or using XR solutions and ask them the questions that drive business; What are the costs, challenges, benefits, pitfalls and of course ROI. These are the questions that will unlock the potential of these technologies. XRForBusiness.io
In my day job, I am the CEO of MetaVRse an XR consulting and custom development firm. We build world-firsts and challenging projects that require development that pushes the limits of the technology. We break stuff fast so our customers can get to the best ROI fast. We also represent a number of other XR solutions in a sales capacity. MetaVRse.com
In my other-other job, I work with my wife and long-time business partner to manage the XR Ignite community hub and virtual-accelerator. XRIgnite.com
It is no longer a technology problem, it is now an adoption problem. We have solved enough of the technical problems to deliver real enterprise and corporate value in everything from marketing to training to design and remote collaboration. The point in time where we are, the only challenge to adoption and scale is sales and marketing solutions to the right customers and showing real ROI. If you can make or save a customer 10% more, you will get their business. XR shows 25-100% better results across the board so we just need to stop showing cool stuff and show ROI first, then maybe some cool stuff LOL.
We have recorded over 75 episodes of the XR For Business podcast and I can tell you there are four main areas that are driving XR adoption
Training and Education. That is my passion, that is my life’s work and that is our mission; to democratize education globally by 2037.
I am precluded from talking about specifics, but I think there are some excellent AR glasses coming out, there is a lot of work in creating 3D assets quickly, new spatial tools will make it easier to produce higher quality products. I am excited by anything that promises to drive the cost, complexity and time down to create XR content.
Artificial Intelligence (AI) is essential to XR. There are several parts to AI that are directly related to XR;
Computer Vision - The ability for our devices to map out and understand the world around us. Cloud-mapping, infrared cameras, laser scanning, spatial anchors, plane, image and 3D detection, time of flight cameras. Computer vision captures all the data about the world around us to create an experience that is in context to our real world. You will see this when your Pokemon hides behind a tree!
Machine Learning - The ability to take all the information gathered by computer vision systems and make sense of it real time. There is so much math going on behind the scenes that it boggles the mind. I am just glad there are so many passionate people making those calculations seamless for the users.
Natural Language Processing - The ability to interact with your computer (ala Siri, Alexa and Google) is getting much better, but the voices of these AI generated voices still sounds off. In the near future, these voices will get better and will understand everything we say, in any language, with any accent. Add AR glasses to this and you have the possibility of embodying these voices in avatars that appear when we need them in many forms from human to robot and anything in between.
While all industries will see a dramatic benefit from XR, the ones that are seeing the biggest impact right now are:
Healthcare - From dental offices to nursing homes to surgical suites, XR is making the biggest impact right now in the health and wellness sector. There are literally hundreds if not thousands of examples of XR being used in mental health, pain management, distraction therapy, physician and technician training as well as PTSD and MRI visualization. The possibilities are endless and people are working hard to develop these.
Retail - Over the next 10 years, every single item will be sold online and they will have a digital twin or 3D model version. Technology to capture or create these new marketing assets is getting much better and soon there will be AI algorithms that automatically create 3D models from 2D images (oh wait...that already exists!). Retail is using VR for in-store buying education and decision making, on websites as 3D content converts 50-150% higher, AR to visualize products in your space live. You can already try on your favourite lipstick, sunglasses, hat, necklace or shoes using only your mobile phone. And conversions double with this technology.
Automotive - Car companies love VR. This gives them the ability not only to design vehicles 10x faster, but then they can market test them 10x faster with customers years before the car will be built. Design, remote collaboration, test drives, auto shows, AR service manuals, AR-assisted technician support. If there is one industry that is ramping up XR fast, it’s the automotive industry...and…
Aerospace - Similar to automotive, aerospace has had a long relationship with XR. From the early days of space exploration to present day, NASA has been using 3D, VR, AR, MR and every variation thereof to design, prototype, develop, test, and deploy. From million dollar VR rigs in the 1990’s to using Mixed Reality now, NASA has always pushed the limits of this technology. The only group that has more experience with XR is…
Military - This section is classified.
Porn. Seriously, they are always on the leading edge of this technology. They were doing volumetric video capture and AI intelligent avatars long before anyone else. But beyond that obvious one, the greatest effect this is going to have is on the video game industry.Being inside the game is incredible. From racing simulators to MMORPG’s to new genres that were never possible before, VR and AR are going to unlock a whole new world to explore...it’s going to be fun.
Hollywood is already experimenting with next generation entertainment. They realized that the best way to get you back to the theatre is to offer something you can not get at home. A multi-player entertainment experience where you watch the movie from inside the movie and you are a participating character. Keep an eye on the volumetric capture space.
I want to know everything about how companies are leveraging this technology so I can share it with the people who are looking for answers on how to do this for their company.
Meeting the people. As much as doing everything in a virtual world is amazing, the entire reason we do all this is really to be able to share our learnings and stories with others who are as passionate about this technology and what it can enable for humanity. I am looking forward to seeing old friends and meeting new ones, about making new memories (real and virtual) and about learning as much as possible.
Co-Founder & CRO
Over the past few years there has been a resurgence of interest in deploying XR for business, but XR use has been restricted to a few experts in only the largest companies due to the cost and complexity of XR solution, as the challenge has been how to make XR accessible, scalable, collaborative, and easily integrated into business processes across an organization. iQ3Connect’s role is to solve these challenges by bringing the power of multi-user collaborative XR to everyone, by eliminating barriers to usability, accessibility and affordability. iQ3Connect has eliminated those key barriers to adoption by delivering a solution that provides 10X capability at 1/10th the cost, so that any organization, small or large, can leverage the strategic benefits of XR to reduce design cycle time and cost. This is possible because with easy access to usable XR capability they can make more informed decisions earlier in the development process.
The biggest challenge to adoption of XR is the confusion surrounding the capabilities of VR/AR/MR and the subsequent lack of understanding of use cases, business benefits, and concrete ROI that is created by this confusion. The incorrect implementation of any of these applications or the choice of a use case that does not generate a measurable ROI creates the perception that the technology is not mature and reduces interest in XR at the management level. Management believes that integrating into business platforms is mandatory for enterprise adoption and requires solutions that are more than standalone niche applications. In addition there continues to be limitations due to the need for tethered headsets and high-power graphics cards, cost of XR devices, confusion in the boundaries between VR and AR use cases, and the lack of published research on the power of XR to enable decision making.
On the Innovation side, we see the need for improvements in hardware with lighter and untethered devices for improved ergonomics, simplified and reliable hand/body tracking to provide for a more natural user experience, and also new developments in AI/ML to enhance user productivity in XR environments.
With regard to opportunities, we see that Industry 4.0 Digital Transformation will drive the need for better communication of digital content that can only be delivered through immersive technologies. The concept of digital transformation requires that more be done without physical hardware. In order for this to be effective, organizations will need to implement XR at the enterprise level to ensure that everyone has the correct understanding of the design and can communicate changes quickly and efficiently.
What three things do you think will take the industry onto the next level?
To get to the next level we need:
Use case 1 – Training, and specifically, multi-user instructor led training. Training is the single most valuable investment companies can make. There has been substantial investment in VR/AR training environments, but they have not fully delivered on the expectations due to the cost, time, and complexity of developing VR training programs. Additionally, what is missing is the interaction with other students and instructors in real time as this interaction is what provides a more rewarding experience, improved learning and higher retention. Replicating the instructor lead environment within a VR session can provide for better retention of training material while also reducing the cost of training.
Use case 2 – Design review. Today organizations are distributed and rely on a partner network, this leads companies to conduct expensive on site design reviews or ineffective remote reviews. By using multi-user collaborative XR technology, companies would be able to conduct more frequent remote reviews that are even more effective than on site design reviews. By enabling teams to meet virtually as frequently as needed they will solve problems quickly, which means the solution is developed in less time and at lower cost.
Any company making lighter, untethered devices, reliable hand/body tracking with minimal hardware, AI/ML to enhance user productivity in XR environments.
Graphic Card technology – as more powerful graphic cards are developed and reduce in cost, it is likely that even basic computers will have VR capability in a few years. This means that companies will no longer have to invest in VR specific computers to empower their workforce with VR. This will also expand the B-to-C potential as more consumers have VR capability
Affordable, unthrottled 5G – in order to have instant access to complex 3D content from anywhere you need a strong, fast and reliable network. 5G will enable the graphic intense content of XR to be shared to more users in real time.
Hear about real production use cases, production ROI, and adoption metrics.
Meeting and networking with executives (decision makers) and engineers (users of XR).
iQ3Connect has participated in 4 VRX events and the interaction with other participants and attendees is fantastic. The format provides for exchange of ideas and interactions that help all parties to gain insight and further the advancement of XR in industry. I look forward to continuing my learning process by interacting with people I already know but also from those that I will meet in December.
I got into the XR space back in 2015 originally building social multi-player experiences. Our goal was to merge the worlds of 2D content and virtual reality. We were building technology to stream 2D video within social 3D environments for the telecom and gaming industries. Viewers and streamers could watch multiple streams of content simultaneously and the environment around them would change based on the content being streamed.Through this process, we made friends with many developers in the space and saw the value that our internal analytics could provide to all teams building VR applications. We launched Observer Analytics in late 2018 to provide analytics tools and services to the community of VR developers building trainings and games. We believe it’s paramount to iterate based on user behavior in these early days of the industry in order to figure out what works and what doesn’t.
On the consumer side of the market, awareness and retention are difficult. Developers have limited channels to promote VR content and marketing immersive experiences with screenshots and 2D videos don’t do the medium justice. Additionally, once they get a user to download their application, there are no good ways to get them to come back for a second session. There is a gap in the market for retaining users in VR.On the enterprise side, hardware management and scalable content are two challenges for most training experiences. There are many studies being published that highlight the ROI of immersive training, but there are a ton of hurdles to jump over when it comes to scaling these practices across an organization.
The biggest opportunity for consumer content is adopting the freemium model. There needs to be a better way for developers to make money other than one-time store purchases. For the enterprise, device management and hygiene are problems that need to be solved before we will see adoption accelerate.
For consumer VR, I think the most compelling use-case is social. The community builds a stickiness that is necessary for ecosystems to grow.For the enterprise, the most compelling use-case is training repeatable tasks/motions. This is applicable to a ton of industries ranging from utility workers to nurses to warehouse employees.
I think that both Oculus and HTC will continue to launch supporting infrastructure which will allow the consumer and enterprise ecosystems to grow more rapidly. I think they have been working hard this year behind the scenes to build foundational elements that will help developers monetize better and will help enterprise projects scale more efficiently.
Analytics! Understanding user behavior and building a feedback loop based around these learnings is critical for content to succeed. With every new technology, there is a steep learning curve before the community is able to rely on key benchmarks and standards that act as a blueprint for development and scaling. Right now we are in the process of establishing these benchmarks so developers can take the guesswork out of development.
In the short term, I think corporate training will grow quite rapidly. I believe there is a huge ROI for certain industries that were once scared to be early adopters, but the risk is worth the gamble. VR in the workplace can provide so much value to current training practices and I expect adoption to increase in the next eighteen months.In the long-term, I think the gaming vertical will naturally grow to one day rival the console and mobile app industries. While it will take time, game economics and social capabilities in immersive environments will be far more compelling than the alternative 2D games.
I think that content will become more interactive over time. The next generation will want to be included in the story and have the ability to guide the narrative. These are two elements that VR can offer through avatars and interaction. I also think that VR will be adopted as a tool by filmmakers, simplifying motion capture and shot sequencing as VR tracking becomes more advanced.
I’m interested to hear from the earlier movers in the enterprise space who have already adopted VR/AR in the workplace. I’m hoping to learn more about the value the tech is providing, how they are evaluating ROI, and the current roadblocks to scaling.
I’m most looking forward to networking with the XR community. I believe the community will grow faster if we can work together and build long-term relationships with one another.
Business Development Regional Manager
/IO Industries provides high resolution cameras for many different industries including the XR industry. Our most recent camera, VoluCam was inspired by all of our experiences in the XR image capture space providing a cutting edge platform for image acquisition in this space. Our cameras are currently being used by companies such as Micrsoft and 8i as well as a number of other companies currently working on many different types of image acquisition and asset creation with the XR space.
I would say the biggest challenge that we experience is customer knowledge levels. As there are a lot of companies pushing their way into the space, it is hard for customers to know who to go to and what to believe. In order to be successful it is critical that the customer have a very clearly detailed set of objectives and goals and to ensure that they speak with people who are reputable within the industry.
We are currently only involved in the image acquisition component of the asset creation portion of the work flow which is really all that we can comment on specifically. Some of the key areas that we feel will elevate our side of the industry are as follows:
Obviously the entertainment and gaming industries are very compelling but we are also seeing applications in the medical community as well as training and many others.
There are honestly too many to mention. Obviously Microsoft and 8i are ones that we are closely aligned with but we are also talking with many other companies all over the world who are evolving the industry in many different ways.
In essence entertainment and gaming are the two biggest which will lead the others. I think training, medical science, R&D, etc. will follow a bit behind but will also see significant growth and advancement
The possibilities are unlimited. We have talked to companies that are planning on recording actors and actresses in a way that will allow their “assets” to be used to give them life in future roles after they have passed on. We have also talked to companies that are looking at ways to broadcast live stage events in places like Las Vegas allowing people to attend live performances from the comfort of their homes.
We are really open to hearing about all the developments and how things are evolving. Specifically I would say that our primary interest would be in the image acquisition field but we are also very interested to see what is happening in the image rendering and stitching world as that continues to evolve along with our technology.
I would have to say that we are most looking forward to the opportunity of presenting to our piers in the hopes that we can provide insight into the world of multi-camera acquisition systems.
I am a Managing Partner at the WXR Fund investing in early stage companies with female leadership that are transforming business and human interaction using spatial computing (VR/AR) and artificial intelligence. We also have a virtual accelerator program which is completing its third cohort in fall 2019.
I am also is also an angel investor and advisor to several VR, AR and AI companies and organizations including XR in Learning and ARVR Academy.
I wrote the chapter ‘Sound and AR’ in the book “Convergence: how the world will be painted with data” and was co-author of a white paper on the AR Cloud as part of the VRARA. I speak frequently at events including SXSW, AWE, VRAR Global Summit, XR in Learning, and am looking forward to participating in VRX.
Emerging technologies take time to develop, particularly those dependent on hardware. Not only does the hardware need to be comfortable and affordable, but the content needs to be easy to use and useful (or at least interesting). This is also a challenge for spatial computing since much of the basis of user interaction is still begin formed.
To take the industry to the next level we need lighter headsets, hand gesture haptics, broader FOV and brightness (MR/AR).
Also 5G will help performance and latency- enabling multi-users, improving frame rates and streaming, speeding up downloads, facilitating real time interactions and data exchange.
Enterprise use of the technology will help consumers acclimate to new technology.
Every industry can be enhanced by spatial computing although entertainment, education, training, healthcare, retail and productivity are some of the areas that are seeing initial traction.
Artificial intelligence is a highly complementary technology for XR -particularly machine learning, computer vision and natural language processing. We can only begin to imagine what the confluence of these technologies will bring, but areas like synthetic beings give us a glimpse into that future.
I am looking forward to the VRX pitch fest and to meeting new start-ups in the space. It is always fulfilling to help educate those that are new to XR and inspiring to connect with the builders of new content and platforms.
I’m Dan White, CEO of Filament Games. We’re a boutique educational game development studio that has spent the last 14 years exploring the power of games to improve learning. In the past few years, we’ve developed a strong XR development practice and have released several VR titles, including Publication International’s Encyclopedia Britannica VR Exploration Box Sets, the Webby award-winning Breaking Boundaries in Science published in partnership with Oculus, and our own upcoming VR robotics sandbox, RoboCo.
As an educational game development studio, the biggest challenge we see is at the hardware adoption level. Many of the current dominant VR platforms are cost-prohibitive for large-scale school or district purchasing, so there simply isn’t a lot of territory for us to claim in terms of institutions with substantial VR implementations. That being said, more affordable all-in-one solutions like the Oculus Quest are paving the way towards a future where it’s possible that each student could have access to their own VR headset. We’re really encouraged by this trend towards affordable, self-contained VR hardware.
We’re really excited about VR’s potential for education, and have a five-point theory on how VR changes learning - in no particular order, VR allows for greater impact, relevance, immersion, embodiment, and identity.
#1: Relevance – VR experiences feel real. Learning designers can use VR to completely eliminate the disconnect between a learning objective and its real world relevance. This creates learner motivation, because when learning has an obvious real-world application, we’re less likely to question why we should care about the content. It’s the difference between reading about the rules of basketball and just playing a game of basketball yourself.
#2: Impact – VR has the ability to deliver high-impact experiences that would normally be impossible or extremely difficult to achieve in the real world. Instead of just looking at pictures of a suit of medieval armor, you can see how it would it have looked within its historical context. Instead of just reading about the surface of the Moon, you can stand there yourself and collect dirt samples. High-impact experiences like this are great for learning because they’re memorable, and lead to a deeper appreciation of the content.
#3: Immersion – In VR, the user IS the character, which makes even basic gameplay actions like throwing things or pulling levers surprisingly entertaining. The sense of presence in VR means that players are immersed in an experience that provides deep, multi-sensory engagement. In education, we like engagement because it leads to heightened focus and effort, which lead to better learning outcomes.
#4: Embodiment – Because the player’s body acts as the controller, VR is perfect for learning games that teach the player how to do something with their body. When the learning objective is tied to a physical act, we call this embodied learning. Some examples: operating construction machinery, performing surgery, or even something as simple as changing a tire.
#5: Identity – Identity is a powerful teaching tool and a natural extension of embodied learning. VR is different from traditional games because the player physically performs the character’s actions, which reinforces their connection to the character’s identity. This is critical because taking on a new identity allows the player to adopt a new perspective, either about the content or even their own abilities. The sense of presence in VR means that players can try on new identities as easily as they might try on hats, which has particularly exciting implications for VR career training games and simulations.
Robotics! Robotics are huge in education right now, being used to facilitate the kind of project-based learning (PBL) modalities that foster the development of future-ready skills like communication, collaboration, critical thinking, and creativity. This is great, but also comes at a cost - parts need to be replaced year after year, so the longitudinal cost of physical robotics kits can be quite high. Our title RoboCo is targeted at providing a similar PBL-style robotics experience without the cost of replacements and the logistical burden of keeping an inventory of robotics parts. Players can experiment and iterate freely, fully realizing the freedom and flexibility of a digital workspace.
We can’t wait to meet the other inspiring XR creators out there, as well as folks looking to generate their own XR content. We’re not only a veteran educational game developer - we also have a strong track record of shipping successful VR and AR titles with partners like Publications International and Oculus. We’re always looking for new partners for collaboration. If you want to talk about how we can make your XR dreams come true, stop by our booth!
I am an original content creator focusing on producing XR-native content that uses the latest technology to push the boundaries of what is possible in storytelling.
The headset manufacturers focusing on consumer AR are likely to cause the biggest shakeup in the industry as their devices get released, so I will continue to keep an eye on established organizations like Apple and Facebook, as well as XR-focused companies like Magic Leap.
Wearables and haptics will allow for even further immersion for entertainment and enterprise experiences alike, but even more so, advances in any tech that can bring down the size and weight of XR headsets (such as batteries) will help massively with consumer adoption.
The current trend is in LBE experiences that are becoming more and more robust. I think we’ll see a large amount of innovation in this sector, giving audiences the chance to sample content which utilizes professional-grade tech to create mind-blowing experiences that go way beyond what they can see at home.
I’m most looking forward to connecting with other content creators and product innovators to collaborate on future projects and the evolution of storytelling in XR.