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Adam Twersky, Principal & Founder at ImmersiveXR and Howard McCabe, CEO at Dream SyndicateToday, disruptive technologies are transforming industries like never before. One of the most impactful areas of these technologies is within the augmented reality (AR) and virtual reality (VR) space. The catch-all term “XR” incorporates AR/VR with other disruptive tech such as artificial intelligence (AI), machine learning (ML), spatial computing, and others. This digital convergence is bringing together powerful technologies faster than ever before, as evidenced by the increasing use in global enterprises. XR applications are used to create realistic simulations in risk-free and cost-effective environments, and allow businesses to take their customer interactions to the next level. But the rapid rate of innovation along with the number of factors involved in the decision making, companies need the help of a dedicated XR expert in order to craft and implement a strategic plan using this latest technological innovation. ImmersiveXR and Dream Syndicate are two firms helping clients along the way, from planning through implementation. Considered as trusted partners in the development of enterprise AR/VR solutions, the two companies have entered an agreement to form a single entity where ImmersiveXR carries out consulting and XR implementation services while Dream Syndicate explores new technological opportunities and manages the production of the content.
In an interview with CIO Applications, Adam Twersky, Principal and Founder of ImmersiveXR, and Howard McCabe, CEO at Dream Syndicate, talk about the factors that led to their company’s inception, the marketing opportunities, and plans for the future of their company.
Can you provide us with a brief overview of ImmersiveXR?
Twersky: Among the various emerging technologies, I believed that AR/VR would have the most impact on businesses. My belief got stronger after visiting the Augmented World Expo in 2016, where I experienced the tremendous potential of AR/VR. Having worked as a technology consultant throughout my career, I felt a natural progression to start my own company where I could wholeheartedly devote my time and energy.
In 2017, I hired a team of passionate programmers to create my content studio, and learned the production process from the ground up. Ever since inception, we have been designing futuristic simulations and training modules for multiple enterprises around the world. Earlier this year I met Howard and his production team, and after seeing his facility I decided to partner with him.
What is the methodology that you follow when engaging with a client?
Tell us about Dream Syndicate’s journey so far in the AR/VR space.
McCabe: Having been involved with AR since 2010, we were very early adopters of the technology. Our first project was with the U.S. National Guard, and at that time, we were working on desktop-based AR since cell phones could not support the technology. Since then, we have successfully delivered multiple AR/VR projects to a number of clients ranging from state and federal government agencies to more commercial entities like major league baseball clubs to pharmaceutical companies.
What are some of the challenges perturbing the AR/VR solutions landscape?
In the corporate space, there are innovation officers responsible for making strategic decisions, including budget planning for procuring technology. But technology disruption is happening really fast, and keeping an eye on every latest update is an arduous task. These officers are hard-pressed to collect and process vast amounts of information on technology innovation from different news outlets and trade shows. Addressing the issue, we help them step into the future and experience future technologies through our cutting-edge simulations and consulting services.
We regard any project from engineering as well as an aesthetic and artistic standpoint, which allows for visually compelling and beautiful simulations that are technically advanced
AR/VR is a complex topic, so the business use cases around these technologies need to be evaluated comprehensively. To that end, it is crucial for us to understand not just the client’s business but also their representative who will work with us in a project. By working closely with the individual and learning about the business requirements, we can chart a clear roadmap from the technology and cost perspective. We offer a pragmatic XR technology strategy based on a client’s needs, so they can easily achieve their goals. Moreover, we regard any project from engineering as well as an aesthetic and artistic standpoint, which paves the way for immersive simulations.
As a case study, ImmersiveXR created a VR warehouse simulation solution for the logistics company Voxware. The solution is used to demonstrate how Voxware’s AR picking system helps employees pick, kit, and pack orders. This solution was crucial for Voxware’s upcoming trade shows and conferences, as it aided the communication of their new technology both internally to employees and externally to customers and prospects. We also played the role of a professional partner training their staff to run the simulations independently, and enabling them to manage not just the content but the hardware as well.
Our training services are important given that AR/VR technologies are being updated constantly with enhanced features, which is confusing to most people who don’t live and breathe this every day like we do.
Tell us about an AR/VR use case in the healthcare industry that you have been part of?
One of Dream Syndicate’s large enterprise clients is AmerisourceBergen, a leading global healthcare solutions company that operates a program called Good Neighbor Pharmacy, a network of more than 4,500 independently owned and operated pharmacies. For AmerisourceBergen, Dream Syndicate created an AR-enabled pharmacy where the point of sale (POS) displays, shelf talkers in the aisles, and even drugs would feature valuable computer-generated information using an AR-supported device. In addition, a virtual pharmacist appears in a form similar to a hologram to speak about the latest flu epidemic (if there is any) or special-offer discounts. The hope is to integrate AR into AmerisourceBergen’s mobile application that patients use to place orders for their prescription drugs, schedule doctor’s appointments, and perform other functions. The ultimate goal is to enhance the customer experience significantly.
How do you perceive the road ahead for your company?
We are always looking for new ways to utilize immersive technologies. The latest innovations, such as the Oculus Quest can be a game-changer as far as VR headsets are concerned. And due to the headset’s price and ease of use, it is expected to boost people’s interest in VR technology. With that in mind, we are developing solutions that are compliant with the Oculus Quest headset.
In general, new technologies like artificial intelligence, machine learning, and digital twins can be expected to bring new possibilities in different industries. So a big part of what we do is to research new technologies and network with the people who understand them the best. These activities are key to helping our clients adapt to all of this digital convergence.
October 21, 2019
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