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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

 
 

Greentown Labs announced its latest accelerator program — this one is focused on DEI in clean energy innovation. Photo via GreentownLabs.com

Greentown Labs has announced its latest accelerator program that will be co-located in both its Houston and Boston-area spaces.

In partnership with Browning the Green Space, Greentown Labs has officially launched the Advancing Climatetech and Clean Energy Leaders Program, or ACCEL, and is seeking applications from climatetech entrepreneurs who identify as Black, Indigenous, and/or People of Color.

The startups accepted into the year-long program will receive a curated curriculum, incubation at one of the Greentown locations, and mentorship from its large network of energy professionals. Each participant will also receive a non-dilutive $25,000 grant. Applications for ACCEL are open now and are due by Dec. 23

“We need all hands on deck to solve the climate crisis and foster a just energy transition,” says Emily Reichert, CEO of Greentown Labs, in a news release. “We are proud to partner with Browning the Green Space on this important program, and are eager to support more underrepresented founders through ACCEL to help build a more diverse, inclusive, and equitable climatetech industry.”

BGS is a nonprofit that is focused on making clean energy other climate-related fields more diverse, equitable, and inclusive. The organization is headquartered in Boston.

“We are excited to work in partnership with Greentown Labs to build critical support infrastructure for entrepreneurs of color and accelerate the equitable development and distribution of climate solutions across all communities,” says Kerry Bowie, executive director and president of Browning the Green Space, in the release. “ACCEL will help us move closer to where we all should be collectively, and create the opportunity to change the face of clean energy as we know it.”

The new program is also supported the Massachusetts Clean Energy Center, a state economic development agency dedicated to accelerating the growth of the clean energy sector across the Commonwealth, and then Boston-based Barr Foundation, a foundation with a regional focus, working in partnership with partners to elevate the arts, advance solutions for climate change, and connect all students to success in high school and beyond, per the news please.

“The Barr Foundation’s climate program has made a commitment to centering racial equity in the energy transition,” says Kathryn Wright, senior program officer of Clean Energy at The Barr Foundation, in the release. “We are excited to support this crucial opportunity to provide education and mentorship for underrepresented climate entrepreneurs in our region. We look forward to seeing the impact of the ACCEL program in the coming years.”

The curriculum for ACCEL will be led by Hadley, Massachusetts-based VentureWell, a nonprofit that funds and trains innovators to create successful, socially beneficial businesses. Applicants may be based anywhere in the world, but will be expected to attend in-person elements of the program at either Greentown Boston or Greentown Houston.

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