The Fourth Transformation: An Evening with Robert Scoble and Shel Israel

We're on the cusp of the fourth major transformation: VR, AR, and AI to underpin it all. This is the topic of the upcoming book from Robert Scoble and Shel Israel.

They'll join us in SF on 1/31 for drinks & discussion. I'll sit down with them for a fireside chat on the transformation that will define the next decade... how we work, play and live.

Best of all, everyone that registers gets a signed copy of the book. Come for the talks, stay for the drinks, leave with a book. 

________

Register here and check out the book description below.

 

About the Fourth Transformation

Ten years from today, the center of our digital lives will no longer be the smart phone, but device that looks like ordinary eyeglasses: except those glasses will have settings for Virtual and Augmented Reality. What you really see and what is computer generated will be mixed so tightly together, that we won’t really be able to tell what is real and what is illusion.

Instead of touching and sliding on a mobile phone, we will make things happen by moving our eyes or by brainwaves. When we talk with someone or play an online game, we will see that person in the same room with us. We will be able to touch and feel her or him through haptic technology.

We won’t need to search online with words, because there will be a new Visual Web 100 times larger than the current Internet, and we will find things by images, buy things by brands, or just by looking at a logo on the jacket of a passerby. Language will be irrelevant, and a merchant in a developing world will have access to global markets.

Medical devices will cure schizophrenia, allow quadriplegics to walk. People will be able to touch and feel objects and other people who are not actually there for conversations, games and perhaps intimate experiences.

From Kindergarten to on-the-job, learning will become experiential. Children will visit great battlefields and tour historic places in VR rather than read about them in text books. Med students and surgeons will learn and practice on virtual humans rather than cadavers; oil rig workers will understand how to handle emergencies, before the ever leave the home office.

The Fourth Transformation is based on two years of research and about 400 interviews with technologists and business decision makers.  It explains the technology and product landscape on a level designed to be interesting and useful to business thinkers and general audiences. Mostly it talks about how VR and AR are already being used, or will be used in the next one-to-three years. It explains how this massive and fundamental transformation will be driven, nit just by Millennials, but by the generation following them, which the authors have named the Minecraft Generation.

Robert Scoble and Shel Israel have written this book in the hope that it will serve as a business thinker’s guidebook to the near-term future. They hope readers will walk away understanding the massive changes rapidly arising, so that they will navigate a successful course through the changes they will be facing sooner than they—or their competitors-- may realize just yet.

 

The NRF & VR/AR Association invite you to the Retail BIG Show for VR AR in Retail & eCommerce

The industry’s premier event – Retail’s BIG Show – is January 15-17, 2017, in New York City. It’s three days, 33,000 attendees, 300 speakers, 100-plus sessions and 500-plus exhibitors. 

VR/AR will be one of the highlighted technologies at NRF. 

The NRF and VRARA invite retailers to the Big Show. VRARA retail members get in at a discounted price. This offer includes all session (breakouts and Keynotes based), EXPO floor to include all sessions on the EXPO (based on availability), and all open networking events (opening reception, keynote lunch). Offer good until 12/2/2016.

Contact Kris Kolo at kris@thevrara.com for the discount and or more details.

Below are examples of what VRARA members are doing with VR AR in Retail:

 
 

The Evolution of Narratives: Event Next Week in San Jose

One common thread in several technologies -- especially VR -- is transforming how stories are told. This is the evolution of narratives, and the subject of next week's Narrative Summit.

Taking place Thursday in San Jose it will feature several in-the-round discussions with tech leaders and influencers. The VR/AR Association is an event partner and will join the discussion about how this evolution of storytelling is impacted by immersive technologies specifically.

Register here to watch the livestream or email narrative@ourmedia.org to join in person. The event is free but it's invite only, with special consideration for VRARA.   

Mativision launches world’s first virtual medical reality training facility

Mativision is delighted to announce the launch of the world’s first virtual reality (VR) medical training facility, which opened in London this week with a live dental implant surgery broadcast via VR headsets to a group of senior global doctors.  Mativision’s proprietary VR platform, VRinOR®, has been specifically designed for medical education and training.  An important step for healthcare practitioners worldwide, the facility will be permanently located at the Practical Implant Dentistry (PID) Academy in Leeds following the London demonstrations. The centre will add a new dimension to medical training, facilitating the instantaneous dissemination of surgeries to remote doctors and students.

To mark the opening of the training facility, initially housed at Sethi Ltd on London’s Harley Street, 25 international doctors were invited to witness a specialist in dental implants, oral surgery and prosthodontics, Dr Ashok Sethi, perform two complex dental procedures. Viewed via VRinOR® on Samsung Gear VR headsets, the assembled doctors were able to view the operation in as much detail as if they were in the room.  The 360° camera provides those watching with the same viewpoint as the surgeon, offering a totally immersive experience. In addition, those viewing via the VRinOR® platform have access to interactive content that provides additional patient data and a close up view of the operation, projected over the 360-image.

The closed sessions in London are part of a series of many to filmed and viewed through VRinOR®. Once the permanent training facility opens later this year, the platform will be used as part of the academy’s Training in Practical Implant Dentistry course.  It is hoped that the model will be replicated at medical training establishments across the UK and beyond, providing doctors and students around the world unparalleled access to expert medical training, ultimately improving healthcare globally.

George Kapellos, Mativision’s Head of Marketing and Partnerships, said: “VRinOR® gives better-than-live access to operations – traditionally students and doctors would be behind a partition when viewing live operations for training purposes – with VRinOR® they have the same view as the surgeon: 360 degrees, full view of the cameras used internally in the patient, the ability to move around the operating theatre by switching the camera view, and at the same time they’re able to overlay the screen with patient information and other data.

“The opportunities to use VR technology for good are extensive and growing all the time. By breaking down traditional barriers, our bespoke training facility will allow doctors and healthcare professionals from across the world to learn from each other for the ultimate benefit of the patient, and the new centre is an important step in reaching this goal. We are thrilled to be a part of the journey towards global democratisation of healthcare training.”

Dr Ashok Sethi said: “The quality of VRinOR’s immersive and interactive content means I can demonstrate complex procedures with extreme precision and at the same time add a wealth of additional information to the VR content, helping my trainees get a deeper understanding of the surgery technique at a glance, even if they’re thousands of miles away. We are delighted to have access to this pioneering technology, and look forward to a future in which VR integration is standard practice in medical training.”

About VRinOR®:

Partnering with globally renowned doctors, VRinOR® aims to democratise global medical training by offering wider reach, content interactivity, easier access to a wealth of information and customised experiences. Please click below for the link to a clip of the world’s first VR surgery, which Mativision streamed live on VRinOR to 55,000 viewers worldwide in April this year.

The VRinOR® app can be downloaded on the following platforms:

iOS

Android

Gear VR

Watch VRARA SF Fall Event in 360

During the recent VR/AR Association San Francisco Fall event, we had our friend and videographer Kevin Kunze record the opening data/insights presentation in 360.

We like to walk the walk, and of course filming us talk about VR in 360 is all very meta. See the video below using a compatible browser for 360, or in cardboard mode for stereoscopic view. 

The rest of the session video will be available soon, including our headline panel with Comcast Ventures, Orange Silicon Valley and Lenovo. 

Special thanks to Kevin Kunze at Kunze Productions

 

 

Recap of the StoryNEXT VR Stories event by USA TODAY NETWORK

The VR/AR Association partnered with USA TODAY NETWORK for this event in NYC that attracted the best minds in Media, Publishing, Journalism, and VR from the likes of USA TODAY NETWORK, Facebook, Google, New York Times, United Nations, among others. 

Below is a video of the USA TODAY NETWORK team talking about their VR app, VRTUALLY THERE,  and their experiences.

The discussions were of course around VR Stories, and specifics included content creation and consumption by anyone, viewed on any headset. Right now, you can't watch Facebook 360 video on Google's headsets, nor vice versa, can't watch Google's YouTube's 360 videos on Facebook. Where is the interoperability, compatibility the crowd asked. 

You can read more about what USA TODAY NETWORK is doing in VR here

The takeaways are highlighted in the below quotes:

The VR/AR Association Debuts World's First Virtual Reality & Augmented Reality News Show

Watch latest episode here

NEW YORK - Oct. 27, 2016 - The VR/AR Association (VRARA) is pleased to announce the debut of its VR/AR News & Entertainment Show on YouTube. The show is the first of its kind, covering the latest trends in the virtual reality and augmented reality industry worldwide.

The VR/AR Association is an international organization dedicated to accelerating the growth of VR/AR technologies and uniting the community of members of this emerging community. Member organizations include Samsung, USA TODAY NETWORK, Orange S.A., Mativision, SpaceoutVR, among others. VRARA has chapters in over 14 cities across the globe and is quickly expanding.

"VR and AR are becoming increasingly more important in today's world economy and our organization is at the forefront of these new technologies," said Kris Kolo, Global Executive Director of VRARA. "That's why after shooting several episodes in NYC and receiving tremendous feedback from our community, we are ready to launch the show globally and bring it into the mainstream."

The show covers the latest news in the VR & AR world, from tech announcements made by companies in the VR space like Google, Microsoft, and Facebook Oculus, to the latest trends in VR & AR content, all in an effort to see how this increasingly popular interface impacts the tech world and culture.

The show can be viewed on the VRARA website (here) or on the VR/AR Association YouTube channel. New episodes will be posted weekly.

VR/AR Association Makes Its Los Angeles Debut With “Music + TV + Film = VR” Symposium with a Who’s Who in VR/AR One-Day Extravaganza

RSVP here

“Mobile entertainment veteran Mike Johns named President of Los Angeles Chapter”

Los Angeles, California – November 1, 2016 / The VR/AR Association, the global trade association for virtual reality and augmented reality announced its official launch in Los Angeles, CA today. The Association has named Mike Johns, noted mobile entertainment veteran and Founder of Digital Mind State as the LA chapter president to draw new members, create member value, develop best practices, and guidelines. 

Early bird registration is now open as the VR/AR Association presents “Music + TV + FILM = VR” Symposium, The largest and most influential gathering of premiere VR/AR professionals and Music Industry executives, taking placeSaturday November 19, 2016 from 3:00 pm to 8:00 pm at the beautiful Expert Dojo in Santa Monica.  Confirmed Speakers include:

·         Stephen Prendergast, Founder – Turnstile

·         Facundo Diaz, CEO – VRTFY

·         Brooks Brandon – Starbreeze/IMAX

·         John Canning – Producer Guild of America

·         Keith Clinkscales, former CEO – Revolt TV

·         Timmu Tõke, CEO – Wolfprint 3D, 

·         Eric Wexel, Founder – MyFreewebcam

·         Logan Olson, Founder – Soundstage VR

 Kevin Cornish, Founder, Moth+Flame VR

Rounding out our esteemed list of speakers is the infamous self-elected First President of VR, visionary entrepreneur Jon “NEVERDIE” Jacobs, who will keynote “VR the New Flat Screen TV." "The hype around VR in the entertainment industry encompasses emerging music, TV, film and technology to both enhance the consumer experience and further propel the entertainment business on the path of innovation and prosperity," says Johns. "Our goal is to be at the forefront, unify by establishing overall best practices for a nascent industry." Music + TV + Film =VR symposium aims to inspire, educate and create necessary dialogue. Attendees will also be able to test out cutting-edge hardware through hands-on demonstrations. The event is free to VR/AR Association members, $100 for non-members. 

SPACE IS LIMITED so be sure to sign up RIGHT AWAY! Industry professionals are encouraged to register early for “Music + TV + Film = VR”. Early Bird pricing is available through November 15th. 

More details and registration can be found here

 

Early Bird Rates: 

VR/AR Members - Free

Early Bird - $99

Door - $199

 

ABOUT VR/AR ASSOCIATION:

Founded in 2015, The VR/AR Association is an international organization designed to foster collaboration between innovative companies and people in the virtual reality and augmented reality ecosystem that accelerates growth, fosters research and education, helps develop industry standards, connects member organizations and promotes the services of member companies.  VR/AR Association will continue to bring the latest technologies, products and strategies for professionals in the VR Entertainment space.

GROWTH/KNOWLEDGE/CONNECT

 

VR/AR Association Amsterdam President launches Global WebVR Hackathon

The WebVR community gets some long-waited relief on November 1st in the form of a global hackathon run completely online and for the longest period ever, 90 days. The platform, Virtuleap, is co-organized by the Amsterdam Chapter President of the VR/AR Association, Amir-Esmaeil Bozorgzadeh, and is devoted to championing the WebVR cause by providing the community with the resources it sorely needs at this stage in the industry.

Mozilla, Microsoft, and Google are some of the technology partners alongside ecosystem partners like VRBASE, VR First, Force Field VR, and of course the VR/AR Association. The lead media partner, Upload, yesterday published the initial announcement of the hackathon, which has already stirred the grassroots community to prepare for the upcoming WebVR extravaganza. Student groups at Harvard, Stanford, MIT, and the Entertainment & Technology Center at Carnegie Mellon University, are all officially participating in the hackathon.

StartupAmsterdam, the government arm that is tasked with developing and enriching the startup tech community in the Dutch capital, is sponsoring the event and, as such, the prizes both themed to the city and include flying out winning teams to Amsterdam in April 2017. The top prize is a slot in VRBASE's accelerator program, which happens to be the first of its kind in Europe, which runs for 6-months and includes a cash prize of €30,000 (euros). The second prize is a 3-month internship program with Force Field VR, the second biggest VR studio in Europe and formerly known as Vanguard Games.

For more info, email Amir here

Hand Tracking for the Masses: A Conversation with uSens

One critical link in VR's value chain -- besides ample content -- is hand tracking. Rendering hand movements joins head and positional tracking as key steps towards realistic presence.

As we're often reminded, the first thing many people do in first-time VR experiences is look down at their hands. When hands don't appear, it immediately breaks presence. 

This is the section of the VR development ecosystem that uSens occupies. Similar but different to Leap Motion and a few others, it develops skeletal tracking hardware and SDKs. 

Fresh off $20 million in Series A funding, uSens' main product is its Fingo series of sensors, including three models that each feature 26 degrees-of-freedom hand tracking.

But the biggest differentiator is modularity: the energy-efficient sensors can be attached to existing headsets, bringing inside-out 3D hand tracking to even mobile VR. 

This makes it a sizable opportunity, given mobile VR's consumer accessibility compared to tethered HMDs. And that just became truer with this week's Daydream View launch

CTO & Co-founder Dr. Yue Fei hopes this modularity brings 3D hand tracking to the masses. It's a key step in graduating from gamepads to true presence by holding tools in a natural way.

With longstanding pedigree in the field, Dr Fei explains that skeletal tracking continues to gain accessibility with the forward march of Moore's law, mostly involving mobile CPU capacity.

One of the milestones in the science was in fact the introduction of Microsoft Kinnect. To Skeletal tracking scholars, it was a proof of concept for both the science and the market.

Since then, a long series of computing advancements have enabled a standalone inside-out 3D hand tracking unit. The magic is in the CPU payload and power consumption, says Yue

Remaining barriers include rendering, field of view and latency -- all keys to improving presence and reducing nausea. And of course the holy grail is haptic feedback. 

Yue is also interested in tackling pre-market integrations in addition to his after-market flagship. Going after these partnerships will be one use for that $20M infusion.

"We want to be embedded in HMDs," he said. "We can do the reference design and the core algorithm for making it work; they can be platform owners."

Recap of VRARA at VRAR World London, AWE Berlin, and Oslo Innovation Week

Last week was a whirlwind of VR AR events in 3 cities during the same week! 

VRAR World event in London

The VRAR World event in London was a huge success. Kicking off the event with the opening and keynote were Steve Dann and Nathan Pettyjohn of the VR/AR Association. The event hosted thousands of senior level decision makers from over 50 countries for 2-days of innovation, networking and disscussion.

Some takeaways from the VRAR World event:

“Broadcasters are starting to understand VR pretty well, but are still looking to start-ups and VR industry to build the features”, Andre Lorenceau Founder and CEO at LiveLike VR. “They would rather let us pioneer this sort of this stuff and then license it from us.”

FutureSource research found that only 7% of UK consumers had tried VR, compared with 5% and 4% respectively in Germany and France. In the US, the figure stood at 8% in US.  According to Michael Boreham, “many people, while aware of VR haven’t experienced a truly great VR experience yet. However, the number of 19 to 35-year-olds that had tried VR was double the average."

Daniel Doornink, founder & CEO VRBase: “Good content is going to be a big money maker. You need to know what is good, what works and how to utilize this.”

Huawei chief architect of future networks Richard Li said "we need to be at around 5ms to 7ms for VR and AR. Edge or fog computing could provide an answer.”

Major players like Meta, HTC, Epson and many others at the event were showcasing their high tech. My favorite product, which I think is the right product at the right time for the consumer masses, is this little "headset" shown here. 

Nathan, Ana, and Kris at the VRARA booth

Nathan, Ana, and Kris at the VRARA booth

 

AWE Europe event in Berlin

This event had over 45 companies exhibiting their VR AR solution, making this event the largest event dedicated to VR AR.  

A highlight of the event was the opening keynote by Ori Inbar, who is on track to inspire 1 Billion active users of augmented reality by 2020. Ori gave credit to the likes of PokemonGo and Snapchat (Snap Inc) for helping to achieve this and promote market awareness for VR AR, but also the Simpsons! 

The event also had 6 tracks of sessions with the following themes:  

AR in Automotive and Aerospace - Companies like Bosch and Audi showed solutions from assisting car owners with AR-enabled user manuals using smartphones to windshields that display computer-generated information the automotive industry is investing in opportunities to augment the car experience.

Enterprise Industrial AR Experiences - Companies like RE’FLEKT and Ubimax showed how organizations are using AR to empower their workforce allowing them to access information hands-free and collaborate in new ways using remote assistance.

Gaming and Entertainment - Presentations included Rabbx highlighting Mixed Reality Experiences with Project Tango and HoloLens, and Wikitude.

AR and VR investment opportunities - Annette Zimmermann, Research Director at Gartner and Super Ventures Partner, Tom Emrich talked about what are the market opportunities for the new wave of investments.  

AR and VR developer tools - A number of developer workshops featuring SDKs from leading companies showed developers what they need in order for AR and VR to succeed.

AR and VR in education - This session showed how AR and VR offer unique opportunities for employees and students to learn including immersive virtual reality simulations and real-time instructions via a heads-up display.

AR for smart cities - Principal Scientist at VTT, Charles Woodward, explored this topic in his presentation “AR for Cities” and presentation from Holobuilder.

Oslo Innovation Week

VRARA was also invited to come checkout VR AR companies innovating in Norway. Even the Norwegian Royal Family came to the event to show support! 

Highlights from the launch event of the Amsterdam Chapter

Amir-Esmaeil Bozorgzadeh, Amsterdam Chapter President at the VR/AR Association

An eclectic crowd of local startups and companies in Holland, as well as visitors from neighboring countries like Belgium and Germany, came together last night to celebrate the launch of the VR/AR Association in Amsterdam.

Chapter President, Amir-Esmaeil Bozorgzadeh, spoke alongside Benjamin de Wit, co-organizer of the VR Days Europe conference happening on November 3rd to 6th and Robert Breton, CEO of the VRappstore, who announced the VRackathon that takes place at VR Days Europe. The hackathon is part of a series in which 6 challenges are presented to teams that are based on using immersive technology to make a difference in positively impacting societal ills like fear and violence.

The event was run in partnership with StartupAmsterdam, the government initiative that works to evangelize, catalyze, and rally the creative energies of the startup and tech community in the Netherlands' capital while continually building new bridges and resources to help foreign startups and companies plant their roots in the iCapital of Europe.

All of this magic was hosted at VRBASE, the incubator, accelerator (the first in Europe), and studio dedicated to supporting the VR/AR industry, and leading the mission to mark Amsterdam as the VR Capital of Europe.

Robert Breton, CEO at VRappstore

VR ON THE LOT – Review and tips from VRARA New Zealand member Wrestler on 360VR

By Ben Foreman from Wrestler

VR / AR, the new medium that’s going to make anyone who’s on the pulse a billionaire right? Well it seems to me that’s how people approach it at least. In mid October I attended a conference at Paramount Studios in LA called VR on the Lot. It was a gathering on makers, producers and distributors. A networking event really. There were talks and demos by some of the biggest players in the market, actually all of the biggest players in the market. All packed into a two tight day schedule. There was also a party on the first night with heaps of alcohol which meant I didn’t make it to the first half of the second day, but I think they knew that would happen and scheduled the day accordingly…

I learnt a few things whilst attending the conference, but one of the biggest things I came away with was the affirmation that I know quite a bit about this industry, and that in Wellington, we’ve got a real opportunity to compete with the big boys. I thought I was going to turn up and have my mind blown, I don’t know why, I just thought I was going to be a complete ignoramus and everyone would see it. What I discovered is that the whole industry has no idea about what to do. Every single person envied in VR / AR is trying to work it all out, which means the opportunity to stand out is still very available. In order to keep this concise, I’ve bullet pointed my learnings. What was surprising about the event is that the focus was mainly on 360VR, with very little mentioned in terms of volumetric VR or AR. Here’s my thoughts, with a strong focus on 360 VR.

Storytelling in VR:

1 – Just beyond the line of reality and hyper reality is where you want to play. If you go too far out then the audience has no anchor to reality to make sense of the experience. If you give them something they understand, but then put a twist on that, then you blow their minds.

2 – The camera is the viewer. Being overly tricky with VR rigs is pointless unless it adds to the viewers experience and the story. eg, you wouldn’t drive somewhere on top of a car, so don’t rig a VR camera to the top of a car, unless of course you want the viewer to be sitting on top of a car, but again, that needs a purpose.

3 – You need to establish characters straight away. As the viewer gas the opportunity to look away, you have no way of directing their thought process and therefore no way to build characters if they’re not looking at them etc. Therefore you must use relatively obvious signals to tell the viewer who your character is and what role they play within that scene.

4 – The psychology of VR is very interesting. Things like height immediately tell your viewer something. Are you the dominant character in this story? Are you acknowledged, are you powerful, weak etc? These are all things that can be easily established by simply placing the camera at certain heights and within certain areas of a scene.

5 – Sound is 80% of the experience. I heard this a lot at the event. We all know how important sound is in film, but it’s even more important in VR. The sound allows us to fill in some of the blanks and helps us build a more immersive world of what we’re seeing, even if it’s only 2D, sound helps us feel like it’s 3D.

6 – Take stock from games. VR storytelling isn’t film and it’s not gaming. It’s more like a mash up between film, games and theatre. So learn from each medium and experiment with conventions from each medium.

Practical tips for making VR:

1 – Run a full rehearsal of your scene with your director standing exactly where the camera will be. This allows them to experience the scene as the viewer.

2 – Pre-Vis will save you A LOT of money!!

3 – Don’t over complicate the scene, it’s jarring for the viewer and nightmare for the editor.

4 – Shoot it as you want it. Don’t think you can just cut it out in post. You can, but it sucks and costs a shit tonne.

5 – At this stage shooting any closer than 4 feet can cause some issues with stitching in post… Not ideal and rig dependant. (360 only)

6 – Make original content. This is a new medium and only worth using if you’re going to use if for it’s new storytelling advantages!

Business Tips:

1 – The market is only ready for 360 video at this stage. This is where brands and studios are putting their money for at least the next 2 years. More immersive experiences are expensive and have very limited audiences.

2 – Activation based content is highly desirable.

3 – Successful VR companies will be the ones who can truly utilise the technology for it’s new storytelling abilities.

4 – VR relies on the accessibility of headsets. Samsung’s bungle with the Note 7 is not good for the increase in consumer take up of VR.

5 – There’s an initial wave of brand uptake as it’s fun and exciting. We’ll see a downturn soon as the novelty wears off. Many companies will go back to conventional production while the dedicated VR story telling studios will survive until the medium really becomes solidified and sustainable as they have something truly great to offer.

6 – There’s going to be a shit tonne of money in this space for years to come. It’s going to be massive. The fact this was hosted at Paramount is a statement by the studios saying ‘we want this to happen’. It’s an exciting time and the companies who can master the true artistry of this new medium will prosper.

7 – VR production is very collaborative and requires a huge skill set, so certain cities have the opportunity to become hot spots for VR production. Wellington is one of them due to the creative and technical talent of the city. This could be a billion dollar industry for Wellington alone.

So that’s what I got from VR on the Lot. There were highs, there were lows, but I left feeling confident our business has made the right decision in pursuing this medium. It really is the future. What’s also exciting is that there are some Wellington based companies who will help pioneer this industry. We’re thinking ahead and we’re doing awesome work already.

New Zealand VR/AR Association Launch

The New Zealand VR/AR Association has just been created by a number of top Kiwi innovators.

It has also secured the rights as New Zealand’s chapter of the global VR/AR Association, with chapters in the United States, Canada, United Kingdom and Asia.

The association aims to accelerate growth, foster research and education, develop industry standards, connect member organizations and promote services of member companies.

Members of the foundation include Wellington-based holographic VR/AR technology company 8i, Massey and Victoria Universities, along with a number of emerging New Zealand companies, such as Auckland-based Imersia and recently opened Christchurch HTC room-scale virtual reality experience space, The VR Room.

Jessica Manins, executive director for the New Zealand VR/AR Association, says they’re all amazed at the potential of this emergent industry, which is predicted to be worth NZ$205 billion globally in five years.

“Spring-boarding off the game and entertainment industry could see the sector rivalling wine as a NZ$2.5 billon export industry for New Zealand within a decade,” she says.

The association will represent and promote New Zealand’s virtual, augmented and mixed reality sectors nationally and internationally, and will launch its first event in mid-October.

“It’s vital that we connect nationally and build a robust platform for collective offshore representation. Being connected to the rapidly expanding global VR/AR Association is a great springboard to the US and other markets,” explains Manins.

Global VR/AR Association president Nathan Pettyjohn says he is thrilled to see the launch of the New Zealand VR/AR Association and is excited to have the organization join the VR/AR Association.

“The global connectivity created by the two organizations working together will help accelerate efficient growth and knowledge-sharing for companies across the world, and will help the world to tap into the innovation taking place in New Zealand.”

VR/AR Association Appoints Kris Kolo as the Global Executive Director

New York, NY, October 17, 2016 - The VR/AR Association (VRARA) is pleased to announce Kris Kolo as the Global Executive Director for the industry’s marketing association.

The VR/AR Association is dedicated to accelerating the growth of the virtual reality and augmented reality industry. Members include USA Today Network, NYU, GoPro and Samsung, among others.

“It's with great excitement that I announce that Kris Kolo has been appointed as the Global Executive Director,” said Nathan Pettyjohn, Founder and President of VRARA. Kris has been running the NYC Chapter and will continue to do so to maintain a first-hand approach to the VR/AR Association.

Kris will be responsible for overseeing the association's member growth strategy, as well as setting up a new media presence that will consist of a YouTube News Channel, a sponsorship program, and ensuring that their Chapter Presidents have all the tools they need to grow, along with making decisions on Chapter President roles and responsibilities.

“We're going to experience a new level of growth and industry thought leadership as an organization and I couldn't be happier to have Kris in this role. He's proven to be a great Chapter leader,” added Pettyjohn.

“The market is accelerating in growth and it’s maturing. I look forward to the continued global growth of the association by helping member companies grow efficiently, facilitate knowledge sharing and connect at a global level and across verticals,” said Kris.

Kris first looked into AR in 2000 when he was a grad student at MIT, where MIT was working with car makers on windshields with AR. Since then, Kris was an Advisor, Board Member, to FlyBy Media, an AR tech startup acquired by Apple. In addition, Kris was an executive at Toys R Us and Verizon. At Toys R Us, Kris was working on digital in-store initiatives and shopping solutions including using AR with product image recognition with Metaio, a German company acquired by Apple. At Verizon, Kris was responsible for Media, Entertainment, and Location-Based apps & platforms; and he was collaborating with Wikitude to integrate AR into Verizon's GPS Navigation.

For more information please visit www.thevrara.com

About the VR/AR Association

The VR/AR Association (The VRARA) is an international organization designed to foster collaboration between innovative companies and people in the virtual reality and augmented reality ecosystem. The VRARA will accelerate growth, foster research and education and help develop industry standards. Member organizations are promoted and integrated into all marketing initiatives in some form of participation and benefit highly from the global expansion the VRARA offers as a platform with reach of over 5 million via network, partnerships and marketing channels.

Watch the Webcast, "Virtual Reality is here. How should your brand activate today?"

This VRARA's webcast featured Oculus, Samsung, Bottle Rocket, Playful, BigLook360 discussing VR opening new opportunities for brands to engage with their consumers right now. According to Forrester, the demand for VR technology and experiences is expected to increase nearly sixteen times by the year 2020. This discussion talks about how to leverage virtual reality to create a quick and deep understanding of your brand. The technology is ready to activate – from tetherless solutions like VR videos to high-end experiential with hand controllers for trade shows. What are the development factors your brand will need to consider? What types of narrative and interaction will be valuable for your business? Watch this talk about how you can become a recognized innovator in your industry.

VRARA SF: Agenda Set for Next Week's Meetup

Next Wednesday, we're taking over the event space at Runway Ventures in the Twitter building in SF for our next chapter event/meetup. And the agenda is set.  Check it out below.

There are still tickets available but they're filling up fast. Register at the button below and check out the video from our last event here and here. We hope to see you there.


Agenda


6:00 - Check in, networking, demos & drinks

7:00 - Acknowledgments & insights from the VR/AR Association

Mike Boland, VR/AR Association

7:15 - An inside look at mobile AR from Lenovo

Carter Agar, Lenovo

7:30 - Headline Panel: Opportunity & Trend Spotting in VR/AR

Michael Yang, Comcast Ventures

Joe Mikhail, Lenovo

Kristie Cu, Orange Silicon Valley

8:00 - More demos & drinks

8:30 - Event concludes

Eventbrite - An Evening with the VR/AR Association and Lenovo

Media Partners

VRARA NYC: Interview with Diego Fiorentin

The VR/AR Association recently sat down with Diego Fiorentin, head of business development for Squadability, an Uruguay-based software development company (with a new office in NYC) committed to delivering high-quality content and elevating the user experience. 

Fiorentin, 32, founded Squadability in 2015 after selling his software factory, intent on breaking barriers and serving as a vessel for change and problem-solving. It does not take long to see that Fiorentin is an optimistic man, so much so that his faith in ‘randomness’ to generate digital value is refreshing, particularly in a time where it seemed we were at risk of divorcing science and technology from a sense of engagement and meaning. Squadability carries this same philosophy to enact real change with virtual tools. For Fiorentin and his company, new technologies are synonymous with new answers. One such instance of their dedication to problem-solving lied in the lack of public ambulances in Brazil. Their response to this was the development of a mobile app operating under the same general structure of “summon-by-smartphone” technologies such as Uber. This time, however, the app alerts any nearby medical personnel and requests medical attention for immediate assistance. This, however, is only the beginning of Squadability’s quest to approach AR technology heuristically. “Augmented reality,” Fiorentin remarks, “is an extension of our senses, helping us see the details, providing a higher quality life”. 

Check out the video below for more details, as well as this week’s recap of virtual and augmented reality news.