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Sneak peak of VRX 2019

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Check out these interviews with 16 of the world’s biggest and innovative brands

Damla

Finding the right solution for the right use case is a continuous challenge for all businesses and professionals delving into extended reality (XR), an umbrella term that merges virtual and physical worlds. ‘What is the key to mass adoption and how can your business lead the way?’ are some of the key questions in this quest.

Ahead of the 5th annual VRX Conference & Expo, VR Intelligence (a Reuters Events company) spoke to 16 of the summit’s thought leaders to understand how they are preparing for the future of XR in enterprise and entertainment. These exclusive interviews are providing an interesting glimpse on what they are most looking forward to in the coming months and years for XR technologies.

“As technology strives to make everything easy, streamlined and seamless it is reducing people’s sense of accomplishment in everyday living. If AR offers a reset in design of the human-machine interface, can we design it for human happiness rather than enablement.” says Anne Stephens, Global VP Category Expansion at ABInBev — the world’s largest brewing company.

“No matter how great your AR experience might be, or how targeted your audience is, it’s hard to break through. The real risk for XR generally is that it gets stuck in the popular imagination as a gimmick. To truly succeed, it needs to become a habit.” says Charles Poe, Senior Vice President, Production at Smithsonian Channel.

For a full review of these expert insights you can get access to the VRX 2019 Thought Leader Insights here.



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