DESIGN PLUS AUGMENTOR
PROGRAMME
which is developing a drone flying
platform with two robotic arms, which
is guided by virtual reality technology
over 5G to perform manipulation
tasks remotely; Imaged Reality, a
VR and AR start-up which believes
immersive technologies will be able
to transform training, knowledge and
skill development across the Oil &
Gas, mining, construction, engineering
industries and universities and Resus
VR, a medical training start-up looking
to improve the decision making of
healthcare professionals through
exposure to VR simulations.
“Extended Robotics looks to
provide a modular robotic system that
can be installed on drones, rovers
and climbing robots, for example,”
explained the company’s founder and
CEO Chang Lui.
“When it comes to today’s robots
they tend to be handcrafted and finetuned
for a specific task, and it’s hard
to deploy robots in complex real-world
situations. What we are developing
is a physical avatar of a user so
that they can perform manipulation
tasks remotely using VR over a 5G
connection - an avatar twin.”
According to Lui, it will provide
a safer and more comfortable work
environment for the user, and will lead
to significant cost savings – pointing
to the costs incurred in terms of
the installation and maintenance of
telecom infrastructures.
Another start-up present was
Imaged Reality, that’s been set up to
focus on the oil and gas sector.
CEO and founder, Claudia Ruiz-
Graham, explained that its VR
enterprise platform, 3DGAIA, is
intended to reduce the risk and
uncertainty that’s associated in finding
oil and gas in difficult geologies that
have to be investigated.
“3DGAIA helps the geologist by
bringing the field to the office,” she
explained. “We enable immersive
learning and remote collaboration,
which means it’s possible to connect
expertise from around the world.
“We use high resolution field
outcrop models, derived from data
collected by drones, to create
collaborative sessions or training
courses.”
Two major oil companies have
already licensed the company’s
software and it has delivered its first
geological field trip to Shell.
There has been a lot of hype
around VR and, to a lesser extent,
AR but according to Silver, “2020 is
certainly looking more promising. The
creative and commercial opportunities
offered by immersive technologies like
VR and AR are exciting and certainly
diverse, but there are still challenges
when it comes to raising investment
and creating sustainable businesses.”
The Augmentor programme, started
three years ago, has had a number
of successes to date, such as Gravity
Sketch, HoloMe and Reality Zero -
companies that have gone on to raise
investment and achieve commercial
traction.
But while the programme is
all about taking these ideas and
experimenting with them, the aim has
to be about turning them into strong
commercial propositions.
According to Iulia Tudor, Investor
Engagement Manager, Digital Catapult,
“Investor appetite for immersive
technologies is on a high this year,
but according to our own research
access to finance remains a significant
challenge for start-ups operating in
this space.”
“Immersive technologies offer great
opportunities for investors,” according
to Dave Haynes, Director Vive X,
HTC EMEA. ”But one of the biggest
challenges for investors is actually
timing. Being too early to the market
can be as big a problem as picking the
wrong technology. We are dealing with
a niche market and investing other
people’s money, but we are seeing
huge growth potential in this space.
“It’s essential that we look to
support start-ups that are building the
products, platforms and enterprise
solutions of the future. Our aim at
Vive X is to help cultivate, foster
and grow the global VR ecosystem
and to do that by supporting startups
with education, investment and
mentorship.”
According to Tudor this year’s
Augmentor programme attracted
double the number of investor
partners, which in itself suggests that
there is real investor appetite in terms
of what the sector can offer and the
scalability of the technologies being
developed. There do remain concerns
that when it comes to immersive
technology investors are more averse
to investing than they would be with
other technology.
“Investors are looking for traction
in the market, and it’s not there yet,”
admitted Haynes.
He made the point that for
investors, “Business models need to
be understood and proper sequencing
is critical, both of which require
dialogue between the investor and the
company.”
According to Haynes investment
in consumer oriented immersive
technology is challenging.
“That’s especially true when you
compare it to the enterprise space
where it’s possible to have a much
clearer and more coherent business
case for the technology. Investors
will also be looking for meaningful
revenues and a solid client base.”
Despite the obvious risks
associated with any type of investment
the future of the immersive ecosystem
is seen as a bright one, especially
here in the UK.
“The UK has an excellent
foundation in manufacturing and the
creative industries with expertise in all
aspects of production and the ability
to find and develop impactful use
cases,” suggested Jessica Driscoll,
Head of Technology – Immersive, at
the Digital Catapult.
“With hardware becoming
more mobile and affordable, cross
technology opportunities with both
5G and AI, will help AR and VR
demonstrate the power and value of
immersive technologies.”
“2020 is certainly
looking more
promising. The
creative and
commercial
opportunities
offered by
immersive
technologies
are exciting and
diverse.”
Jeremy Silver
www.newelectronics.co.uk 25 February 2020 27
/www.newelectronics.co.uk