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Entropia unveils extended reality offering, names principal consultant

Entropia Group has brought on board Graham Williams (pictured right) as principal consultant for its latest offering, Entropia Extended Reality (EXR). EXR aims to strengthen its experience design offering and bring immersive technologies of AR, VR and MR to Entropia’s client base. Prior to joining Entropia, Williams spent eight years building technology startups in Kuala Lumpur and Singapore, focusing on cutting-edge tech such as AR and VR, geo spatial, big data for retail, manufacturing and educating, in particular.

In a statement to A+M, Entropia’s spokesperson said Williams will lead the client interface of the product, reporting to Ramakrishnan CN (pictured left), partner at Entropia and head of EXR. According to Entropia, Williams is passionate about people, products, and design. He is able to blend great stories and use cases with breakthrough technology to craft perfectly balanced solutions.

The launch of EXR comes shortly after it acquired the 360 video production business from Singapore-based VR company VOSTOK VR in October this year. VOSTOK VR was founded in Singapore in June 2014 and has since completed more than a hundred VR/360 production assignments, both in Asia and Europe. Entropia also tied up with Lazada Malaysia to showcase impactful extended reality (XR) experiences at its Lazada WECOMMERCE 2019 seller’s conference.

XR is an umbrella term for all immersive technologies that augment the truth and extend the reality consumers experience. The impact of XR on business ranges from its ability to remove distance, provide access to experts more effectively, share information, and deliver new experiences for customers. It is not just limited to marketing and advertising, but can be seen across the business value chain, from HR and training, retail/eCommerce, manufacturing, customer service, entertainment, healthcare and education.

Williams said to be human is to tell stories: who we are, where we have been, and where we want to be are central to our core and our sense of self.

“In many ways, technology is simply the pursuit of better ways to communicate, which means XR is a natural evolution from cave painting, the book press, television and the internet. Blending the digital and the real, XR is a medium that finds the magic intersection between art, data and technology,” he said.

Meanwhile, Ramakrishnan said these technologies can now help brands engage with both existing and prospective customers in real-time through new and unique experiences customised for their specific needs.

“Think immersive storytelling, product visualisation, virtual customer service, XR commerce and much more. With Entropia Extended Reality, we’re looking to the future, pushing boundaries once again, while changing and moulding the thin fabric of reality as we know it!” he said.

He added that technology is beginning to open up vast new markets for businesses, which is why Entropia’s EXR core offering is a full spectrum of tech integrating strategy, creative, technology, data and production.

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