Snap IPO & Snap Crackle Pop

Wow what a week. We had Mobile World Congress in Barcelona. Oculus lowered its’ prices to be more inline with HTC and Snap Inc. went public! Instead of rehashing now old news, I want take this opportunity to talk about how Snap Inc. is making tech fun again. Aside from the speculation that Snap Inc. is pondering making a VR Camera in the likes of Samsung Gear; what is getting me excited and people in the industry is the simple yellow joy of the brand. Despite talking heads saying money was left on the table for the IPO or that Instagram is making headwinds in the core user-base, Snap Inc. has captured something that users have been craving for a while now, fun. With digital becoming a ‘utility,’ it is refreshing to have a nice blend of business and barfing rainbows. Whether it be the advent of silly filters, or the ‘must have’ cool spectacles, happy is always an awesome distraction from the reality of a stress filled life. Obviously I am a fan and can’t wait to see what else the company has on deck for the next year. Congrats Snap.

Read more about why Snap is an AR company to consider seriously: 

Snap's AR Camera Strategy

Snapchat (Snap Inc) is a Camera and Augmented Reality Company

Bay Area: Come See Us Speak at ARVR Munch'nLearn

For discounted tickets, contact us 

Where are VR and AR headed from a business and investing perspective? This is a question I'm often asked, and spend a lot of time researching.  

The fun and games of VR/AR are just that... lots of fun to experience and discuss. But the business case is equally important, and have become a core focus of VRARA SF

We'll get to stretch our analytical legs on that topic with a presentation to a business and investing-focused crowd next Wednesday at ARVR Munch'nLearn in Palo Alto.

And just to make sure we're eating our own dog food when it comes to VR, the entire presentation will be presented live in VR for remote viewers.

That includes head tracked 360 video in stereoscopic, including the main speaker a/v feed (read: me in front of a green screen), and immersive slides that surround the viewscape.

We'll have that video available on-demand for 360 viewing in youtube and other channels if you miss the live event or broadcast. And If you are there, come say hi.  

Find out more here


For discounted tickets, contact us 

The Future of VR: Discreet Hardware, AR Convergence and Cultural Evolution

We all know that VR will play some major role in the future of media, content, commerce and several other verticals. But its specific trajectory isn't as clear.

The Future of Everything blog tackles the question, including insights from ADVR's CEO & Co-founder Arnaud Dazin. His quote is below, joining a who's who list of VR innovators. 

We agree with the outlook: VR and AR's potential will truly be reached when they converge in the form of hardware that's sleek and discreet enough (a la Moore's law) to support all day use.

And of course there will need to be cultural acclimation and legal underpinnings that evolve in step with that technological progression. Read the rest here.  

You are caught on camera about 70 times per day. In 2030, that number will increase exponentially with the prevalence of Reality Capture (volumetric capture). Wearing stylish, lightweight glasses that can do both VR and AR will be as common as wearing jeans, and the ability to film your personal and public highlights for later review in VR will replace selfies as the new favorite pastime. From reviewing your day in third person to improve posture to finding that perfect comeback after being roasted the night before-these are some of the exciting social impacts and future implications of VR. And because any great technological advancement also comes with human behavioral changes, privacy and laws regarding what we capture and share will be a pressing topic of the future.

ADVR is a member of the San Francisco chapter of the VR/AR Association. To learn more or become a member, contact us

VRARA Austria Chapter - Erster österreichischer VR/AR-Fachverband „VARAA“ wird offizieller Partner der globalen Industrievertretung

Der globale Dachverband bietet uns nicht nur Zugang zu einem internationalen Netzwerk. Wir profitieren von inhaltlichen Arbeitsgruppen, einer eigenen Jobbörse für VR/AR-Skills oder dem Zugang zu globaler Marktforschung. Dadurch können wir unsere Mitglieder noch besser unterstützen

Dr. Daniela Kraus, Präsidentin des österreichischen Fachverbandes VARAA

Wien (OTS) - Virtual und Augmented Reality Technologien sind derzeit eines der großen Hype-Themen. Mit entsprechender Hard- und Software sind sie im Mainstream angekommen und haben das Potential, ganze Industrien nachhaltig zu verändern. Trotzdem ist über Marktpotentiale oder Einsatzgebiete wenig bekannt und in Unternehmen kaum Know-How vorhanden. Die Virtual und Augmented Reality Association Austria (VARAA) wurde als erster österreichischer Fachverband im Mai 2016 mit Sitz in Wien gegründet, um dieses Problem zu lösen. 

Die Erfolgsbilanz in den ersten Monaten ist beachtlich. Das Netzwerk vertritt bereits über 40 Mitglieder und Interessenten und vernetzt dabei Start-Ups mit Konzernen. In Kooperation mit dem Gallup-Institut wurde die erste Studie zum VR-Potential in Österreich durchgeführt und mit dem „Media Innovation Day“ die bisher größte Veranstaltung zum Thema organisiert. Durch die jetzt geschlossene Partnerschaft mit der globalen Industrievertretung „VR/AR Association“ (VRARA) wird der österreichische Markt weiter gestärkt. 

„Der globale Dachverband bietet uns nicht nur Zugang zu einem internationalen Netzwerk. Wir profitieren von inhaltlichen Arbeitsgruppen, einer eigenen Jobbörse für VR/AR-Skills oder dem Zugang zu globaler Marktforschung. Dadurch können wir unsere Mitglieder noch besser unterstützen“, so Dr. Daniela Kraus, Präsidentin des österreichischen Fachverbandes VARAA. 

Die VR/AR Association wurde 2015 in den Vereinigten Staaten mit dem Ziel gegründet, die VR/AR-Industrie global zu vernetzen. Mittlerweile umfasst der Verband 25 Regionen auf 4 Kontinenten. Zu den Unterstützern der Organisation gehören unter anderem Google, Samsung, GoPro oder Boeing.  

Über die VARAA 

Die Virtual and Augmented Reality Association Austria ist der unabhängige Fachverband professioneller VR/AR-Anwender und Unternehmen in Österreich. Als Ansprechpartner für Medien und Öffentlichkeit hat die VARAA die Förderung, Steigerung der Bekanntheit und Bewusstseinsbildung im Umgang mit VR/AR zum Ziel. Der Verein vertritt die Interessen der VR/AR-Industrie und dient der Vernetzung professioneller Anwender und Entwickler. Durch ein starkes Partnernetzwerk und Branchenkontakte ist die VARAA Bindeglied zur internationalen VR/AR-Szene und Dachverbänden. Der Verein ist nicht auf Gewinn ausgerichtet und hat seinen Sitz in Wien. Weitere Informationen auf unserer Website www.varaa.at

Come See VRARA SF at XTech 2017

For discounted passes, contact us

What does the combination of digital technology and neuroscience look like? This is the question that  XTech 2017 seeks to answer, including speakers like Jon Favreau and Adam Gazzaley.  VRARA San Francisco has partnered with the conference (contact us for a discount).

XTech products, platforms, and services are impacting $100B+ industries including health, wellness, learning, training, sports and entertainment, creating massive new growth opportunities.

XTech is made possible because of the emergence of new digital technologies, including: digital reality systems - virtual reality (VR), augmented reality (AR) and mix reality (MR), artificial intelligence and deep learning algorithms, advanced robotics, and a wide variety of new sensor technologies. XTech companies are fusing these digital technologies with evolving neuroscience principals to achieve improvements in human performance in fundamentally new ways.

At XTech 2017, we will explore how XTech is creating entirely new markets such as digital therapeutics, validated neurowellness, accelerated learning and experiential entertainment.  We are bringing together the leading entrepreneurs, investors and companies in all these new markets to show their XTech and share their journey on the road to success.

We hope to see you there. 


Learn more about the VR/AR Association, San Francisco Chapter here


Recap of VR AR at Mobile World Congress

From the VRARA Executive Dinner in Barcelona

25 executives from Google, Philips and startups participated in a roundtable dinner discussion with keynote speakers that shared their predictions and insights on what's coming up soon in 2017. We can't wait! 

We showcased the YuMe and Nielsen VR research inside the VR/AR Association booth at MWC:

 
 

From the Expo Floor: 

Optics from Carl Zeiss, which can be used in AR glasses. The genius of Carl Zeiss's solution is that it delivers images and words to the eye not with big, bulky hardware, but with a system of clear lens technology that is housed in conventional-looking eyeglass lenses. Subtle lines are visible in the lenses, comparable to the lines you can see on bifocals.

 
 

Samsung released a "teaser" marketing video of their VR + AR smartglasses prototype:

 

Reality Reboot Hackathon - How did I get there?

By Howard Schargel

Safe Landing

I recently returned from my first visit to Houston Texas, invited by FKP Architects and the VR/AR Association (VRARA). My objective, to judge the forward-thinking, design-inspired, “Reality Reboot Hackathon”.

Rewind

A little over a month ago, I read a headline pushed to my phone. “VR/AR Association surpasses over 1,000 VR/AR organization listings in the Directory”. Huh? I never heard of this collective. Researching deeper, I saw names. Really. Big. Names. Google, Samsung, NYU, Lowes, and a bevy of other big-time players in their respective industries. Moving on to their chapter page, I understood the reason this association wasn't on my radar. No representation in the Greater Seattle region. That had to change, stat.

Having shared values and visions, I reached out and connected with the Global Executive Director, based out of their headquarters in NY. Familiar territory. After a long, enriching conversation and a few days to think it through, I took on the role of President of the Seattle Chapter of the VRARA...and then thy floodgates opened.

Bammm!

After getting set up on the mail system, an introduction is made to the President of the Houston Chapter, Jonathan Banks. Over an hour long conversation, I hear the impassioned voice of a serial entrepreneur, hungry to learn more and spread the gospel of the tech.

A day or two before reaching out to me, Jonathan (by way of VRARA), had partnered with architecture firm FKP, to host the Hackathon event over the weekend of Feb 17-19. FKP Architects were specifically looking for someone with working knowledge in Mixed Reality (MxR/MR); a technology that digitizes your real environment, so digital 3D objects can interact with your physical world. Think of Pokémon GO on steroids.

With a rich background in 3D, I’ve been fortunate enough to work with Microsoft’s R&D team on the initial development of their Mixed Reality device, HoloLens. There, I created some of the first “holograms” and later worked with partners including Lowes, Stanford School of Medicine and Paccar, creating some of the world's first enterprise-based solutions and experiences.

Houston...we have contact

Fast forward to last weekend. Day of event, I meet with the two main coordinators of the event, Aaron and Hampton. With shared backgrounds and interests, it wasn’t hard to get into deep conversations on architecture/design, and even deeper on how the emerging tech of mixed, virtual and augmented realities will play a huge role both today and in the not too distant future.

I set up some demos for them and other architects in the firm to experience, and then started mingling as the Hackathon guests started arriving.

It was a very nice, diversified crowd, with people ranging in age from impassioned high schoolers to seasoned professionals of 25 years or more. The gamut of professionals was represented from architecture to engineering, healthcare, education, construction, and even refinery.

I later gave a presentation titled, “The State of MR, VR, AR”, a basic introduction informing individuals who have limited exposure or understanding of the technologies individually and as a whole. I followed with a few Hololens demos to the crowd, projecting live video directly from the device's viewpoint onto the two larger screens. The next day I returned to give 1-on-1 VR and MR demos of my current work to the principals of the firm and a few lucky individuals, always happy to answer any questions I could.

Now to our regularly scheduled program

4 teams. 4 -7 people per team. 15 minute presentations. Really great presentations.

The Hackathon revolved around rebooting and re-imagining healthcare, design or whatever you thought appropriate for the greater good. Judging was tough, because every team gave very unique solutions to very different problems.

Out of respect for the teams, I won’t go into specifics about the projects, but rather a 10,000 foot level. Team One presented a unique solution, using cognitive brain waves for rehabilitation purposes, Team Two leveraged Autodesk Forge (a sponsor of the event) and Revit to create some unique architectural and construction based tool-sets, the third team created a location-based wearable device with a very interesting twist, and Team Four, a brilliant solution that solves a very real and immediate problem in the healthcare and hospital environment.

The panel judging was composed of a CEO of an esteemed architectural firm, a distinguished Venture Capitalist, and Professor from Rice University, and myself.

The winner is…

In the end it was the team that had the simplest solution and proved that out to be scalable across multiple industries; with a great road-map for strategic staging and deployment.

While the winning team came away with a generous cash prize and interest from the VC, I felt I benefited the most, having built incredible relationships in such a few short weeks.

The global networking I have been able to achieve through VRARA blows my mind. It’s not just the number of people, but rather the diversity, quality and passion of each individual wanting to know and be exposed to more.

The VR AR MR Industry Ecosystem (updated)

As of July 2018, theDirectory, has over 4000 companies & organizations registered. The breakdown is as follows:  

  • 42%    Apps & Content (education, gaming, consumer, enterprise applications)  
  • 23%    Hardware (headsets, HMD, cameras, controllers)
  • 22%    Community (university, research, lab, center/incubator/accelerator, online portal, news, event/conference, fund/VC)
  • 10%   Tools  (tools for 3D, SDKs, Analytics, Advertising)
  • 3%     Discovery & Distribution (App Stores, Web portals, etc)
Screen Shot 2017-02-24 at 10.22.41 AM.png

If you would like a more detailed breakdown of the data, please email info@thevrara.com

VRARA’s mission is to connect leading solution providers with brands & customers, and the feedback from the industry has been positive:

“The fact that we have a single resource now to look at for companies is awesome.”

“Straightforward layout, simple to navigate. Searchable by location.”

“Easy to navigate.”

The Fourth Transformation Will Be About Diversified VR/AR Strategies

First there were mainframe computers, then PCs. Then ten years ago, the iPhone marked the beginning of the smartphone era. Now, the Fourth Transformation is upon us. 

Defined by VR, AR and AI, this transformation is the topic of the latest book from Robert Scoble and Shel Israel; and of their fireside chat at VRARA SF Winter event

To kick things off, we heard from Lenovo which has lots of irons in the fire. This includes VR-ready PCs, a windows holographic headset, an enterprise AR headset and of course Tango.

Altogether it's a diversified VR/AR strategy. That's impressive for a global hardware player, given that VR/AR could cannibalize hardware standards. It's a classic innovator's dilemma. 

Lenovo's Joe Mikhail asserted that despite these potential threats to current hardware standards, it's hard to deny that VR and AR are the future... and Lenovo needs to be there. 

Not only is it blitzing VR/AR, but each product maps to different opportunities. Its AR headset addresses enterprise AR, while the Windows Holographic HMD has consumer use cases. 

In each case, it's about accelerating the adoption curve by getting more devices in more people's hands. The goal there is to seed the marketplace by bringing hardware costs down. 

Lenovo is meanwhile Google's biggest partner for Tango. The depth sensing and room mapping tech fuels Lenovo's flagship Phab2Pro, and will push AR further into users' hands. 

"Hands" is the operative word there, as both Mikhail and Lenovo's Carter Agar believe that mobile is the nearer term AR opportunity that will scale before headsets do (we agree). 

The use cases for Tango include home design and renovation... where getting an accurate read on furniture and room orientations will resonate with consumers and avoid costly mistakes.  

Lenovo is also working with brands to expand the use case. Agar in fact announced a new Amazon partnership allowing users to visualize the perfect flat screen fit before purchasing. 

The entire interview is below, with lots more insights from Mikhail and Agar about how to piece together a diversified VR/AR Strategy. Enjoy, and stay tuned for more San Francisco events.


Learn more about the VR/AR Association, San Francisco Chapter here


Join the 2017 VR & AR Summit Online

RSVP here

 If interested in presenting, contact us. 

We invite you to join this online live webcast 3 day event by either presenting or attending. 

Augmented & Virtual Reality: Possibilities & Potential

25th of April: Engaging Content Creation & Production

Learn how to leverage today's digital platforms to create cutting-edge interactive and immersive experiences, which push the boundaries of content creation, curation and production across all industries.

26th of April: Augmented & Virtual Reality in Business

With augmented and virtual technologies reaching maturity in the next decade, you may soon be using them on a daily basis. Our Summit will cover the future of interaction, augmentation and technology in business - from digitally transformed tables, to virtual task management, eye-ware and beyond!

27th of April: Augmented & Virtual Reality: The User Experience

As the new dawn of virtual, augmented & mixed reality breaks, key questions regarding the user need asking; how do we ensure optimum engagement? Do we need to differentiate between our reality and these new tech realities? What affect will the innovations have on society? These and many more answered at this Summit.

VR for Producers featured Verizon envrmnt, Littlstar, and Associated Press at NYU Data Futures Lab

By Chris Pfaff 

The first VR/AR Association New York Chapter event of 2017, ‘Virtual Reality for Producers: How to Create and Deliver for the New Content Frontier,’ took place last Wednesday night, February 15th, at the NYU Data Futures Lab, and it delivered not only a full standing-room-only crowd of 95 people, but some of New York’s finest producers working the VR scene.

It has been almost a year since Chris Pfaff Tech Media helped launch the New York chapter of the VR/AR Association (www.thevrara.com), and the organization now boasts chapters in 12 countries.

Kris Kolo, New York chapter head of the VR/AR Association, introduces the goals and benefits of the organization

As more New York producers learn the craft of producing in VR, the industry will grow concomitantly. Wednesday’s session was an ideal session for learnings from the likes of Paul Cheung, direct of interactive at Associated Press (AP); Alissa Crevier, global head of partnerships, at Littlstar, and Christian Egeler, director of VR/AR product development with Verizon envrmnt.

Chris Pfaff introduces the speakers and sets up the event

 

Paul Cheung guided the audience through his learnings with the almost dozen VR cameras that he and his team have tested. He discussed some of the work that AP has done with branded content partners, and how to adapt the standards of the AP (an organization that literally developed the journalistic standards known as “AP Style” over the past 180-plus years) to VR production. In other words, while shooting a scene, do you keep the DP and/or the producer in the shot, or matte that out? For AP, that choice is obvious: leave the production team in the frame. Cheung described some of the learnings in VR as they apply to the overall production work that his interactive has to deal with, enabling a smoother workflow scenario.

Paul Cheung discusses the range of VR cameras that AP has tested and and used

For Alissa Crevier, Littlstar’s work has grown to the point where the company is as much a platform for content as it is a stand-alone producer of VR content. This has created a new kind of channel for VR partners, and the Littlstar roster of clients includes the who’s who of major content distributors, including Disney/ABC, Discovery, Nat Geo, Showtime, and the Wall Street Journal, among others. Crevier’s experience with Spotify, and the music industry in general, have helped her navigate clearances and understand the vagaries of the live music scene, and live streaming, to understand the value of WebVR versus individual VR platforms, such as Oculus, Gear, or Vive, among others.

Alissa Crevier presents Littlstar’s productions and its content platform model

Christian Egeler took the audience through the Verizon envrmnt learnings, and how they have applied to the studio’s growth in areas that include their Social VR platform. The envrmnt cross-platform SDK has gained traction in the industry, including with the March, 2017 issue of Cosmopolitan magazine, which includes an AR app, a native app, and integrated envrmnt SDK so that trigger images are easier to recognize. Egeler also showed an Alpine Village demo with dynamic updates (first showed at the Amazon Web Services Invent and Nvidia conferences). He hinted at the possibility that envrmnt might release a “build your own” 3D engine later this year. A VR experience produced for Super Bowl LI was also demonstrated.

Christian Egeler shares learnings from Verizon envrmnt’s studio work, and showcases new work, including its Social VR platform

The audience, mostly comprised of producers, was intrigued by the experiences that the three presenters had. The lively panel discussion dove into issues surrounding the growth of an industry that still has yet to standardize areas of production and post-production, as well as the growth of WebVR, in the wake of a still-early headset market.

Paul Cheung during the panel discussion

Mina Salib (right, speaking), program manager at the NYU Futures Labs, introduces the audience to new opportunities at the Labs

Paul Cheung (rear of photo, against window), and Alissa Crevier (right front), address audience questions after the ‘VR for Producers’ event

Everything VR & AR Podcast: Human Motion Tracking in VR Immersion

Roman Kulikov from Moscow Russia joins the show to discuss such topics as human motion tracking for full immersion VR experiences. We also discuss his experience first attending and now teaching at the National Research University MPEI (Moscow Power Engineering Institute) in Moscow.

Other topics include learning more about the VR/AR technology scene in Moscow along with the accelerator his company is a part of and what the Pokemon Go experience is like in his area.

Another website that Roman shared regarding work his team is doing can be found here and the English translation of the front page of the site is below:

SCM: Tracking for Virtual Reality

The idea is to create a wireless tracking system with high accuracy by the use of nonlinear tracking filter based on the model of the user's movements for more information about the likely dynamics of the marker points on the body of the user.

Listen here

Recap of VRARA NYC Event: VR for Producers

At the heart of the VR experience is a core group of producers who, on a global basis, are leveraging early funding from state organizations, as in France, as well as major media firms, in Canada and the United States. As with high-definition video, a small but passionate group of production companies have taken on the task of defining the early grammar of VR. Teams such as RYOT have created immersive journalistic VR experiences, while Felix & Paul Studios have delivered high-end commercial experiences. Dozens of small shops create new worlds for clients daily (just search theDirectory to see just how many!).

Speakers and demos included:

 

See pictures from the event including the lessons learnt shared by the Associated Press (AP):

 

Verizon also demoed their Social VR:

Healthcare Solutions in VR AR MR

People are constantly asking how to move forward or more to the point, what’s beyond the hype in the VR industry? So let me say that what is clearly gaining traction in the market is improved Health Solutions. People want more, faster, and less evasive diagnostic, treatment and technology options.

The VRARA Digital Health Committee is proof. Since the inception of the committee, both companies and healthcare professionals wanted in. The goal is to develop and share best practices as the industry matures.

Everyone from Medical Doctors to private companies are participating to build tangible tools based on real use cases. The entire process of the patient journey; not to mention education both for patients and medical personnel alike is being parsed and planned.

As an example of the possibilities on this topic, we need look no further than  Cambridge University; who is now working on a program to render 3D VR treatment for cancer.

“We want to create an interactive, faithful, 3D map of tumors that can be studied in virtual reality that scientists can ‘walk into’ and look at it in great detail,” said lead researcher Greg Hannon in a Cambridge news post.

A 3D model would be ideal for researches to study and analyze with in-depth precision; showing the minutia of the cancer which has never done before.

“I think this is the very cutting edge of how people will in the future understand not only cancer but organismal development,” said Hannon in a video from the university.

This and more medical research utilizing VR/AR & MR is now happening and hopefully setting the new standard in excellence of care.

Recap of VRARA Boston Chapter Event

By Mike Festa, VRARA Boston Chapter President

BOSTON – Feb 7th: The Boston VRARA chapter kicked off with a launch event hosted at the Wayfair global headquarters. Despite a snowstorm, there were about 70 prospective members in attendance. Crazy Dough’s pizza was well received, and beer was flowing from the Wayfair taps.

Johnny Monsarrat fired up the crowd with his talk on AR gaming and building the successor to Pokémon Go. He built his first gaming company, Turbine, back when the internet was the new thing and now he wants to do it again utilizing the next platform, AR.

Shrenik Sadalgi, mixed reality apps team lead at Wayfair Next, explained why the largest online retailer of home goods wants to get in early on the action for AR and VR. These technologies are going to revolutionize the way that people shop from home and is going to increase the speed at which this segment shifts online, away from brick and mortar.

John Werner, a VP at Meta and organizer for AR in Action, showed how the first annual AR in Action conference was inspired by TED talks and created more than 70 videos. That event drew in more than 1,000 people and put Boston on the map as a capital of all things AR.

Mike Festa, chapter president, ran through the benefits of VRARA membership and spoke about how we are going to connect our well established local community in the VR/AR space to the rest of the world. In addition, he highlighted that Boston is a hub of cross functional technologies (biotech, education, architecture, defense, e-commerce) that will all be able to enhance their workflow through the adoption of VR and AR.

At the end of the night, there were several demos to try. Some of the devices include the Meta 2 headset, Google Tango in the Phab 2 Pro, the Occipital Bridge headset, the Oculus Rift, the HTC Vive, and a custom built 3D scanner for rapidly digitizing products. We hope that everyone had a great time and look forward to the next event: Boston VR meetup on February 22nd.

More photos here

Everything VR & AR Podcast: Aaron Nicholson & John Dewar of Studio Transcendent

Listen here

Learn more about Studio Transcendent from co-founders Aaron Nicholson & John Dewar as they join Kevin on this episode of Everything VR & AR.

We discuss one of Studio Transcendent's previous releases called Rapid Fire: Brief History of Flight along with another project they have worked on with AppliedVR called Guided Relaxation which Aaron & John talk a bit more about.

Studio Transcendent also releases a very informative weekly newsletter sharing things going on in the industry which you can have delivered to your email or visit on the web called VR Digest which you can sign up for here.

The Fourth Transformation: Who, What, When and How?

First there were mainframe computers, then PCs. Then ten years ago, the iPhone marked the beginning of the smartphone era. Now, the Fourth Transformation is upon us. 

Defined by VR, AR and AI, this transformation is the topic of the latest book from Robert Scoble and Shel Israel; and of their fireside chat at last week's VRARA SF Winter event

Having applications and use cases in everything from shopping to healthcare and education, the Fourth Transformation will redefine our lives and work. 

As we discussed on stage, the Fourth Transformation will play out in three waves over the next decade: VR, MR (advanced AR), then the shift to ubiquitous smart glasses. 

We recommend the book, but to hear the breakdown directly from Scoble and Israel, our fireside chat is embedded below. The duo was as informative and entertaining as ever. 

Also stay tuned for more session video, such as our interview with Lenovo about its diversified VR/AR strategies. And more San Francisco events will be announced soon. 

Verdict Analysis: Why the Jury Awarded ZeniMax $500 Million in Oculus Lawsuit

Original article posted on RoadtoVR

Following the news of a $500 million plaintiff award in the ZeniMax v. Oculus lawsuit, a detailed breakdown of the verdict reveals the jury’s specific findings, and who is responsible to pay for the damages.

Guest Article by Matt Hooper & Brian Sommer, IME Law

Matt is a Partner at IME Law, where he represents clients in the immersive media, entertainment and technology industries. He represents several of the leading VR content creation and software companies in the United States. He also serves as Co-Chair of the VRARA Entertainment Committee. You can follow Matt on Twitter @mhooplaw.

Brian is an interactive media and entertainment attorney at IME Law, where he focuses his practice on the intersection of traditional entertainment and immersive media. He also serves as Co-Chair of the VRARA Licensing Committee. You can follow Brian on Twitter @arvrlaw.

Breaking Down the Jury Verdict in ZeniMax v. Oculus

After only a few days of deliberating, the Oculus jury returned a verdict in favor of Plaintiffs ZeniMax and id Software totaling $500 million. ZeniMax was awarded money damages against Oculus, founder Palmer Luckey, (former CEO) Brendan Iribe and CTO John Carmack, but parent-company Facebook escaped monetary liability (although Oculus is a subsidiary of Facebook).

Before the jurors started deliberating, Judge Ed Kinkeade provided them with nearly 90-pages of jury instructions. The jury instructions read like a missive and questionnaire, detailing the laws the jury must apply and includes spaces for the jury to fill in their award decisions (each count has to be reached unanimously, and there were nine jurors). Since the jury is a cross-section of people with different levels of education and experience, the judge wrote the jury instructions in easily digestible format, being careful to not distort important legal significances and nuances. The Oculus jury was comprised of six women and three men, with a wide-array of diverse backgrounds.

The following summarizes each count in the jury instructions and how the jury ruled:

Common Law Misappropriation of Trade Secrets

Defendants: Oculus, Facebook, Luckey, Iribe and Carmack
Jury Award (Defendants’ Liability to Plaintiffs): $0

The plaintiffs alleged that the defendants misappropriated their trade secrets. The court explained that a trade secret is defined as “a formula, pattern, device or compilation of information used in a business which gives its owner an opportunity to obtain an advantage over his competitors who do not know or use it.” Plaintiffs asserted that their trade secrets included the following technologies: (1) distortion correction technology; (2) chromatic aberration correction method; (3) gravity orientation and sensor drift correction technology; (4) head and neck modeling technology; (5) HMD view bypass technology; (6) predictive tracking technology; and (7) time warping methodology.

To prevail on their claim for misappropriation of trade secrets, the plaintiffs needed to prove that: (1) a trade secret existed; (2) the defendants acquired the trade secret through breach of a confidential relationship or by improper means; (3) the defendants made commercial use of the trade secret in their business without authorization; and (4) the plaintiffs suffered damages as a result.

The jury found that ZeniMax failed to prove by a preponderance of evidence that any of the defendants misappropriated the trade secrets claimed by the plaintiffs. With respect to most civil claims, a plaintiff need only prove each element of a claim by a “preponderance of the evidence.” To establish an element by a preponderance of the evidence means to prove that “something is more likely so than not so.” This is a significantly lower burden than the “beyond a reasonable doubt” standard which is used for criminal cases.

Because the jury found that ZeniMax failed to prove that any of the defendants misappropriated its trade secrets, the jury did not award any damages to ZeniMax for this claim.

Copyright Infringement

Against Defendants: Oculus, Facebook, Luckey, Iribe and Carmack
Jury Award: $50,000,000 in actual damages against Oculus

All the defendants were alleged to have copied ZeniMax or id Software’s computer programs code in violation of their copyrights. There is no copyright protection in a computer program for ideas, program logic, algorithms, systems, methods, concepts or layouts; only original “expressions” of work embodied in a computer program are eligible for copyright protection. For example, literal elements such as source code and non-literal elements such as program architecture, structure, sequence and organization, operation modules and computer-user interface may enjoy copyright protection. A computer program can be original even if it incorporates elements that are not original to the author. Accordingly, computer code copyright infringement cases require filtering and separating uncopyrightable elements of the computer program from the protected parts, an expensive and complicated analysis usually involving expert witnesses.

The plaintiffs were granted the $50 million dollar copyright infringement against Oculus because the jury concluded the following: (1) the computer programs in question were copyrightable; (2) ZeniMax or id Software own the copyrights; and (3) Oculus copied the copyright-protected computer programs owned by ZeniMax or id Software.

Elements (1) and (2) were relatively easy issues for the jury to reach, because the plaintiffs registered their computer programs with the Copyright Office. Proving the third element was the complicated, contested part of the trial.

To prove the third element and find Oculus liable, the jury had to answer yes to both of the following questions: (1) did Oculus copy computer programs; and (2) if there was copying, was the copying “substantially similar” to plaintiffs’ copyrighted computer programs.

The Oculus court used the Abstraction-Filtration-Comparison Test (“AFC Test”) to analyze whether the non-literal elements of Oculus computer programs were substantially similar to ZeniMax or id Software copyright-protected computer programs. Essentially, the AFC Test involved breaking down each computer program into constituent parts, examining each of the constituent parts, sifting out non-protectable code and then comparing Oculus and plaintiffs’ programs to determine whether the copyright-protectable elements were substantially similar to warrant a claim for infringement.

Plaintiffs used Dr. David Dobkin, Professor of Computer Science at Princeton, to shepherd jurors through the AFC Test. At the end of his testimony, Dr. Dobkin concluded he is “absolutely certain Oculus copied from ZeniMax code,” and the jury agreed. Prior to the jury verdict, Oculus contended in its January 30, 2017 Motion for Judgment as a Matter of Law that the AFC Test is “invalid and unconstitutional.” This issue may play a central role in expected appeals.

Breach of Contract

Defendants: Oculus and Luckey
Jury Award: $0 Luckey / $200,000,000 Oculus

The plaintiffs alleged that Luckey and Oculus had a contract in the form of a non-disclosure agreement (“NDA”) with the plaintiffs, and that Luckey and Oculus breached the NDA. Oculus disputed that it was a party to the NDA, as Luckey signed it in his individual capacity before Oculus was formed. The court explained in the jury instructions that Oculus would be bound to the NDA if the jury finds: (1) Oculus is a “mere continuation” of Luckey’s prior business (because a business that takes over assets from a prior business (even a sole proprietor) may have to assume the prior business’ obligations); and (2) Oculus manifested acceptance of the NDA through its conduct; or (3) Luckey assigned his obligations under the NDA to Oculus (a principle called “quasi-estoppel” provides that a party cannot maintain a position inconsistent with a position to which it previously acquiesced, or for which it previously accepted a benefit).

Luckey and Oculus raised the doctrine of laches in their defense. Laches is an affirmative defense, which means that Luckey and Oculus had to prove by a preponderance of the evidence that: (1) there was a delay by the plaintiff in asserting a right or claim; (2) the delay was not excusable; and (3) there was undue prejudice to the party against whom the claim is asserted (the prejudice can be due to a loss of evidence or the defendant having changed its position in a way that would not have occurred had the plaintiff not delayed).

The jury found that Luckey breached the NDA, but it decided that the doctrine of laches barred the plaintiffs’ breach of contract claim against Luckey. The jury also found that Oculus was a party to the NDA on all three bases listed above: (1) mere continuation; (2) manifested acceptance and (3) quasi-estoppel (one would have been enough). Similarly, the jury found that Oculus breached the NDA. The jury provided an award of $200,000,000.00 in damages for Oculus’ breach of the NDA.

Tortious Interference With Contract

Defendants: Facebook
Jury Award: $0

The plaintiffs alleged that Facebook tortuously interfered with the NDA. In order to establish a tortious interference with contract claim, the plaintiffs had to establish that: (1) the NDA existed between plaintiffs and Luckey/Oculus; (2) Facebook willfully and intentionally interfered with the NDA; (3) the act of interference was a proximate cause of damage to plaintiffs; and (4) the plaintiffs suffered actual damage or loss as a result.

The jury found that Facebook did not tortuously interfere with the NDA, so no damages were awarded. The jury does not provide commentary on which of the four elements plaintiffs failed to prove, so the strength or weakness of this claim is unknown.

Unfair Competition

Defendants: Oculus and Facebook
Jury Award: $0

The plaintiffs alleged that Oculus and Facebook engaged in “unfair competition” with respect to the plaintiffs’ contracts, copyrights, trademarks and trade secrets. “Unfair competition” is a form of unlawful business injury arising out of business conduct which is contrary to honest business practice in industrial or commercial matters. It requires that a plaintiff prove that the defendant committed an illegal act that interfered with the plaintiff’s business.

For the purpose of the case, the potential “illegal act” by Oculus could have been any of the following: (1) misappropriation of trade secrets; (2) copyright infringement; (3) trademark infringement; or (4) breach of contract. The potential “illegal act” by Facebook could have been any of the following: (1) misappropriation of trade secrets; (2) copyright infringement; or (3) tortious interference with the NDA.

The jury found that Facebook and Oculus did not engage in unfair competition, so no damages were awarded for this claim.

Conversion

Defendants: Carmack only
Jury Award: $N/A

The plaintiffs alleged that Carmack “converted” the plaintiffs’ property. The term “converted” means that Carmack wrongfully exercised control over the plaintiffs’ property. To prevail on their claim, the plaintiffs needed to prove that: (1) the plaintiffs owned or had legal possession of (or were entitled to possession of) the property; (2) Carmack, unlawfully and without authorization, assumed and exercised dominion and control over the property to the exclusion of, or inconsistent with, the plaintiffs’ rights; (3) the plaintiffs demanded return of the property; and (4) Carmack refused to return the property.

Carmack raised two defenses against the conversion claim. First, he claimed that the statute of limitations barred the claim because the applicable statute of limitations was two years, and the plaintiffs waited longer than that to file its conversion claim. Carmack also claimed the doctrine of laches as a defense (see “Breach of Contract,” above, for the elements of that defense).

The jury found that Carmack converted plaintiffs’ property by taking ZeniMax documents and RAGE (2011) code. The jury found that the statute of limitations and laches defenses did not bar the claim. However, no specific damages were listed as awarded despite Carmack being found liable for conversion.

Trademark Infringement and False Designation

Defendants: Oculus, Iribe, and Luckey
Jury Award: $50,000,000 Oculus / $150,000,000 Iribe / $50,000,000 Luckey

The plaintiffs alleged that Oculus, Luckey, and Iribe infringed the plaintiffs’ trademarks. To prevail on their claim, the plaintiffs needed to prove that: (1) ZeniMax owned legally protectable trademarks; and (2) Oculus, Luckey and Iribe used one or more of ZeniMax’s trademarks without its consent, in connection with the offer of products in a manner that was likely to cause confusion as to the source, affiliation, or sponsorship of the products. A likelihood of confusion means a probability of confusion (not just a mere possibility of confusion), and that a reasonably prudent purchaser or user is likely to be confused as to the source of the product in question.

The plaintiffs also brought a claim for false designation against Oculus, Luckey and Iribe. The court explained to the jury that “any person who makes commercial use of any word, term, name, or symbol, or combination thereof that is likely to cause confusion as to that person’s affiliation, connection, or association with another person, or that misrepresents in advertising the nature, characteristics, quality, or geographic origin of that person’s goods or services, is liable to any person who is or is likely to be damaged by the false designation of origin.”

Oculus, Luckey and Iribe raised multiple defenses. They alleged that: (1) they had an express or implied license to use the trademarks; (2) ZeniMax acquiesced to the use of its trademarks; (3) they used it to accurately describe their goods and services (“nominative fair use”); and (4) the doctrine of laches prohibited the claim.

The jury found that Oculus and Iribe intentionally and knowingly infringed ZeniMax’s trademarks, but found that Luckey did not. The jury found that the defenses of license, acquiescence, nominal fair use and laches did not serve as a viable defense. The jury found that the actual damages that the plaintiffs suffered as a result of the trademark infringement was $0.

The jury found that Oculus, Luckey and Iribe are all liable for false designation, in which they intentionally and knowingly engaged. The jury again found that none of the foregoing defenses bar the plaintiffs’ claim. The jury found that actual damages that the plaintiffs suffered as a result of the false designation were as follows: $50,000,000 Oculus; $50,000,000 Luckey; and $150,000,000 Iribe.

Within hours of the court announcing the verdict, Oculus released a statement vowing to appeal. Meanwhile, ZeniMax is mulling over seeking injunctive relief to temporarily halt the sale of Oculus Rift headsets.

Iribe is reported to have a net worth valued around $2 billion, while Luckey’s net worth is reported around $700 million, so they are armed with enough cash to continue litigating (or perhaps their defense fees are paid by contract with Oculus).

Expect more motions to get filed in the trial court, including ZeniMax seeking millions in attorney fees. Although the verdict has been announced, it’s not likely the end of the case, but actually a second beginning. Given the high stakes of this case, expect a number of post-verdict motions and appeals, resulting in the case dragging on indefinitely. The appellate process can take years. Often, parties will settle during the appellate process for an array of reasons, ranging from business concerns to legal uncertainty to resource drain. This matter is far from over.