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Houston expert: Is virtual reality just trendy tech or a viable business solution?

Virtual reality is a buzzword, but used correctly it can also be a pivotal business tool for external and internal uses. Photo via Getty Images

Due to the pandemic, various technologies have accelerated into the spotlight – one of which being virtual reality. As many begin to decipher the unique ways to connect with audiences, the question becomes: is virtual reality just a shiny toy to have, or is it a practical business opportunity?

The VR experience

Virtual Reality (VR), which most confuse with augmented reality (AR), is a digital, immersive environment a user can place themselves into as opposed to a digital reality that is based on a real-world environment. VR requires a wearable headset to immerse the user in a 3-D environment.

True VR is built digitally and to room scale. The environments people are placed in are constructed entirely in 3-D and are then brought into a program application. Once everything is entered into the system, the technology begins "talking to" the headset and sensors. These devices track where users are in relation to the environment – and allow them to interact with their digital surroundings. This VR programming "tells" the headset what it needs to show in order to trick the eyes and brain into believing a user is "there".

The role VR plays

Often times, my company, VISION Production Group, receives requests and interest from businesses inquiring about a VR project. These conversations involve a deeper dive into understanding the purpose behind the want for the technology, the target audience and the intended deployment strategy. People commonly mistake VR for other technologies or simply are interested in it for its curb appeal.

Yes, virtual reality is a buzzword, but used correctly it can also be a pivotal business tool for external and internal uses.

External facing VR not only allows companies to take advantage of VR's charm, but also creates a one of kind experience for customers. VISION was tasked by an offshore oil and gas company to create a VR experience that lives at the bottom of the sea floor. This would allow the oil and gas company's customer to see a part of the process that would otherwise be extremely difficult to facilitate. The experience took users into a guided submarine tour where they were accompanied by others using the headsets. The environment not only showcased a faraway destination but also incorporated important details such as textures of the submarine that allows it to feel like they are truly there.

In addition to the promising use of VR externally, VR can also be used as training tools internally. Many scenario-based onboarding tasks can be difficult to facilitate such as: active shooter trainings, offshore emergency drills, and other safety simulations. Many corporate companies are turning to VR to allow for safe, cost effective and transportable safety trainings. This is an excellent application that allows companies to create situations that would otherwise be difficult to arrange.

Understanding VR's value proposition

VR is different than most technologies. It's not something that can be shared on the web or can be downloaded on an app – it requires deployment and gear. That said, VR is a commonly misunderstood tactic that without the proper strategic thinking can be a limited investment. However, those who are able to take advantage of the distinctive characteristics of VR and apply them correctly are in an ideal position to succeed. Not only can VR create a special experience it can also be a fiscally savvy option for those not looking to take submarine trips every day to the bottom of the sea or facilitate a dangerous training scenario.

The future of VR

As mentioned, most technology has accelerated due to the pandemic, but VR has actually been limited due to the idea of sharing a headset and gathering people together for an experience. Although, the pandemic has suppressed VR's uses, the technology advancements continue to grow rapidly.

Those who can comprehend VR for what it is and see it as more than just a buzzword will have the opportunity to be on the cutting edge of a new reality.

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Dan Pratt is the creative director at Houston-based Vision Production Group.

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Building Houston

 
 

This week's roundup of Houston innovators includes Kerri Smith of the Rice Alliance, Trevor Best of Syzygy Plasmonics, and Muriel Foster of gBETA Houston. Courtesy photos

Editor's note: In this week's roundup of Houston innovators to know, I'm introducing you to three local innovators across industries — from cleantech to startup acceleration — recently making headlines in Houston innovation.


Kerri Smith, managing director of the Rice Alliance's Clean Energy Accelerator

Kerri Smith of the Rice Alliance joins the Houston Innovators Podcast to discuss Rice's Clean Energy Accelerator. Photo courtesy of Rice

As the managing director for the Rice Alliance for Entrepreneurship and Technology's Clean Energy Accelerator, Kerri Smith is focused not only on the program's cohorts but on supporting the Houston cleantech ecosystem as a whole. CEA works with Greentown Houston, which is just next door to the program's home at The Ion, and the Greater Houston Partnership's Houston Energy Transition Initiative.

"Rice Alliance has a strong history of demonstrating collaboration with a number of organizations," Smith says. "I think one of the primary benefits that we have in these collaborative opportunities is to ensure that we are collectively building a capable and diverse pipeline of talent to solve for these problems and provide them with access to experiencing all of the benefits of our ecosystem."

Smith shares more about what she's looking for in the second cohort of CEA on a recent Houston Innovators Podcast episode, as well as what she sees as Houston's role in the energy transition. Click here to read more and stream the episode.

Trevor Best, co-founder and CEO of Syzygy Plasmonics

Trevor Best, CEO of Syzygy Plasmonics, joins the Houston Innovators Podcast to discuss the growth of his cleantech startup. Photo courtesy of Syzygy

Trevor Best is gearing up to fundraise for and scale his cleantech startup, Syzygy Plasmonics. The company has also grown its team to 60 people and is preparing to move into a new 45,000-square-foot manufacturing facility in Pearland this summer.

"What we're seeing is the market's appetite for our kind of technology — deep tech for decarbonization in energy and chemicals — is really high. If we want to meet global demand for our product, we need to get ready to scale," Best says on the Houston Innovators Podcast.

Best is keeping a close eye what the market will be looking for, and the interest seems to be in hydrogen as a clean energy solution, which has positioned Syzygy in a great place. Click here to read more and stream the episode.

Muriel Foster, director of gBETA Houston

Muriel Foster, a native Houstonian, is the new director of gBETA Houston. Image via LinkedIn

A national startup accelerator has announced its fifth local cohort, which includes five Houston companies participating in the spring 2022 class, and the new leader that will oversee the program. Muriel Foster is the newly named director of gBETA Houston, which is designed to help guide early-stage startups find early customer traction, connect with mentors, and more.

“The five companies selected for the Spring 2022 cohort tackle unique problems that have propelled them to create a business that solves the issues they once faced," Foster says in a news release. "From public speaking, apparel comfort, and food delivery from underrepresented restaurant owners, these founders have found their niche and are ready to continue to make an enormous impact on the Houston ecosystem."

A Houston native, she has her master’s in public administration from Texas Southern University and a bachelor’s in marketing from Oklahoma State University. Her background includes work in the nonprofit sector and international business consulting in Cape Town, South Africa, and she's worked within programming at organizations such as MassChallenge, BLCK VC, and now gener8tor. Click here to read more.

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