Damon Shackelford and Cindy Mallory hosted our online session (and Mark, who joined our online session using his Apple Vision Pro and demonstrated the Apple avatar, which is getting better with AVP updates!)
The meeting began with a discussion on VR/AR marketing, where participants shared experiences and projects related to virtual reality and immersive technologies. The impact of buzzwords in marketing for XR and immersive tech was explored, with Mark suggesting their beneficial use despite potential confusion. Concerns were raised about the confusion surrounding emerging technologies like AI, XR, and metaverse in the workplace. The conversation also touched on extending reality and marketing buzzwords in the XR industry, emphasizing the importance of unique selling propositions. Challenges in procurement and support due to diverse technologies were highlighted, along with the need for industry efforts to drive immersive technologies adoption. The meeting concluded with plans to revisit and collaborate on the discussed topics in the future.
Topics & Highlights
2. Impact of Buzzwords in Marketing for Virtual Reality and Immersive Technology
using buzzwords in marketing, even if confusing, can be beneficial for promoting technology. He humorously emphasized the importance of flashy terms and acknowledged the evolving nature of terminology in the tech industry.
importance of education and understanding in adopting emerging technologies like virtual reality, immersive tech, XR, and mixed reality. She questioned whether the use of buzzwords in marketing hinders or helps adoption at an enterprise scale.
rebranding to Spatial Computing and the introduction of new terms like 'volumetric apps.' He anticipated continuous changes in terminology and the emergence of more new words in the future.
3. Confusion around Emerging Technologies
The conversation highlights concerns about the confusion stemming from the coexistence of AI, XR, metaverse, and buzzwords in the workplace. Participants express challenges in understanding the implications and applications of these emerging technologies, leading to potential misinterpretations and difficulties in decision-making.
4. Discussion on Extending Reality and Marketing Buzzwords
concerns about the confusion caused by the proliferation of buzzwords in the XR industry, emphasizing the need to focus on extending reality and creating new experiences rather than getting caught up in marketing tactics.
importance of unique selling propositions in marketing, suggesting that fragmentation and differentiation in offerings may be beneficial in the short run but could hinder industry adoption in the long term.
significance of marketing strategies in establishing a brand, citing examples of successful companies like Apple and Google that excel in marketing by being unique, differentiating themselves, and creating appeal and value.
5. Challenges in Procurement and Support
challenges in procurement and support, mentioning the need to capture all keywords for internal shopping experiences, connecting knowledge base articles, and addressing confusion for end users due to the diverse technologies and teams involved.
6. Industry Effort for Immersive Technologies Adoption
industry umbrella for immersive technologies, emphasizing the convergence of technologies and the spotlight on AI, hinting at the need for a concerted effort over the next three to five years to drive mass adoption.
7. Challenges in Procurement Evaluation
concerns about the lack of understanding in procurement regarding the evaluation of equipment and software, highlighting the need for support and potential collaboration expansion.
