https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Tech Services Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
    • Diversity, Equity & Inclusion
  • MSP 501
    • Back
    • MSP 501 Information Center
    • 2021 MSP 501 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2022 Editorial Calendar
  • Awards
    • Back
    • 2021 MSP 501
    • Circle of Excellence
    • DE&I 101
    • Top Gun 51
    • Channel Partners 101 (CP 101)
  • Events
    • Back
    • CP Conference & Expo
    • MSP Summit
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Tech Services Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
    • Diversity, Equity & Inclusion
  • MSP 501
    • Back
    • MSP 501 Information Center
    • 2021 MSP 501 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2022 Editorial Calendar
  • Awards
    • Back
    • 2021 MSP 501
    • Circle of Excellence
    • DE&I 101
    • Top Gun 51
    • Channel Partners 101 (CP 101)
  • Events
    • Back
    • CP Conference & Expo
    • MSP Summit
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Agents
  • Cloud Service Providers
  • Channel Partners Events
 Channel Futures

Virtualization


Augmented reality

Microsoft Mixed Reality Partner Object Theory Brings Augmented Reality to the Enterprise

  • Written by Lynn Haber
  • March 14, 2018
The enterprise is ready for advanced technologies such as augmented reality. Microsoft partner Object Theory tells you how its done.

Object Theory is a company on a mission. The Microsoft Mixed Reality partner is a rarity in today’s AR market — it’s strictly focused on the enterprise customer.

Today, that means working with Fortune 1000 companies to deploy HoloLens and Windows mixed-reality solutions in the enterprise in a variety of use cases; for example, internal workforce ultilization, customer or marketing initiatives to showcase company innovation, or it might be in certain verticals within these companies. By contrast, other partner-program members might focus on marketing, consumer brand, or media and entertainment.

“What we’re finding is that there [are] a lot of strong use-case verticals right out of the gate. [We’re seeing] traction in medical, automotive, aerospace, public sector, defense, manufacturing and architecture, engineering and construction,” Raven Zachary, co-founder of Object Theory, told us.

The common thread among these verticals is that they work with 3-D content and feel limited by only being able to view this content on a 2-D monitor. Technology like HoloLens and Windows mixed-reality-powered devices allow users to take content that’s inherently 3-D, move it off of the 2-D monitor and into the physical world in a way that’s much more complimentary to the content they’re trying to visualize or experience.

Zachary Raven

Portland, Oregon-based Object Theory is a three-year old HoloLens software and design firm with eight employees and a handful of contractors. The company was among the first wave of partners, in the summer of 2015, to join Microsoft’s Mixed Reality Program, even before the first HoloLens shipped. Object Theory graduated from the training program in early 2016.

Zachary is no stranger to technology entrepreneurship; he’s been at it for 27 years. Prior to Object Theory, he had a mobile-app company that built iPhone, Android and mobile-web apps for large brands such as Starbucks, Whole Foods, Amazon, Ticketmaster and Zipcar. He also built the Obama app for the former President’s campaign.

The company was sold to Walmart, where Zachary spent three years looking at the future of mobile in the retail environment and how mobile phones impact the shopping habits of shoppers both in the store and online.

In his spare time, Zachary was researching VR. He found that the more he learned, the more he discovered it wasn’t the right fit, in all cases, for the enterprise. Then he watched the livestream media event for the HoloLens.

“I was blown away by what I saw and knew that this was it, this was my next venture, the technology that I wanted to focus on,” he said.

Turns out, Zachary knew a guy on the HoloLens team; sychronicity happened and Michael Hoffman and Zachary founded Object Theory.

Together, Hoffman and Zachary have been bringing AR to business customers. They’re finding great success with Prism, a collaborative technology they created for the HoloLens, that bridges the gap between workers in distant locations with a shared experience. The application is powered by the Object Theory Mixed Reality Collaboration Service.

How it works? Each member in a session is represented by an avatar; there’s 3-D spacial sound and content sharing, allowing participants to have a shared experience to discuss three-dimensional objects and environments in true 3-D.

A large auto manufacturer uses a customized solution of the technology for internal teams to have discussions and review.

“They’re currently piloting it to bring designers across multiple locations and campuses together to have a shared session and discussion — that’s much more inclusive and immersive than a speakerphone,” Zachary said.

Object Theory is also working with a large consumer-products manufacturer on package design. The client wants to be able to visualize a package in 3-D, have discussions about colors, materials and how it compares to other physical products before spending money on assembly for the package design.

The Microsoft Mixed Reality Program partner has done about a dozen projects in two-and-a-half years.

In addition to the top five vertical markets where AR is gaining traction, Zachary also has a top-five horizontal use cases based on his company’s experience: collaboration; remote expert, or bridging service technicians in the field with specialized knowledge back at headquarters; training; sales, or visualizing the product in the field prior to purchase; and product and space design in alignment with Microsoft’s Modern Workplace. For example, a retail-space planning solution that allows companies to reconfigure stores, build-outs or design of promotional end-cap displays in the store, ahead of execution.

It might be a no-brainer for companies working with 3-D content to lead the charge toward AR, but what about vertical industries, such as financial services, that are dominated by 2-D content, such as reports, charts and graphs?

Even with less compelling applications, these firms shouldn’t be dismissed.

“There are companies [in these verticals] that are also interested in visualizing complex data in 3-D,” said Zachary. In short, it’s coming.

An evangelist for AR, Zachary encourages partners interested in embracing this future opportunity to apply to Microsoft’s Mixed Reality Program. For partners not quite ready to embrace 3-D in their businesses, there’s an opportunity to do partner-to-partner work to deliver solutions, while developing knowledge about 3-D at the same time.

The Microsoft Mixed Reality Partner Program recently expanded and is now open to systems integrators, ISVs and digital agencies worldwide. The initial iteration of the program – the Agency Readiness Program – targeted digital agencies only, and had 25 members. Since the program expansion last July, it has added 75 partners, and there’s pent-up demand to join.

“Partners can’t just raise their hand and say they want to join the Mixed Reality Partner Program; they have to apply,” Paul Corriveau, director, channel and partner marketing for the mixed reality business at Microsoft, told us.

Also, don’t bother applying if you can’t show a customer proof of concept — that’s a prerequisite to join the program. Members demonstrate strong expertise in development and/or deployment of mixed-reality applications. Microsoft interviews the partner organization and the customer with whom they did the proof of concept.

“We evaluate them and either train them for 12 weeks or we fast track them into the program,” Corriveau said.

The initial mixed-reality program was about readiness. Today,  it’s multifaceted with Microsoft working closely with partners on sales, joint marketing and sales, account planning, account targeting, pipeline management and continued training. It gives program members direct access to Microsoft’s product team.

Tags: Agents Cloud Service Providers MSPs VARs/SIs Sales & Marketing Specialty Practices Strategy Technologies Virtualization

Most Recent


  • marketplace
    AppDirect Adds Aryaka to AppSmart Marketplace in SD-WAN, SASE Milestone
    Aryaka simplified its technology portfolio and created offerings that can be purchased in a marketplace.
  • Cash
    Pathlock Gains $200 Million in Funding, Merges with Appsian, Security Weaver
    Through this M&A, Pathlock has combined its channel partner organization.
  • Cybersecurity digital lock
    Telarus Cybersecurity Assessment Software Latest in TSB Tools Arms Race
    Telarus put significant funding in to the project and will be updating it with new modules throughout the year.
  • Sophos tip
    Microsoft Global Channel Chief Rodney Clark Makes Sudden Exit
    The unexpected departure takes place just one year after Clark took over the position.

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • 5G security challenges
    6 Ways to Ready Your Customers for 5G Security Challenges
  • Multicloud
    VMware Cloud Assumes New Mantle as Multicloud Adoption Soars
  • Businessman chasing after a dangling carrot incentive
    VMware Rolls Out New Partner Incentives Based on Customer Life Cycle
  • Dell Reveals First Intel Xeon Ice Lake, AMD Gen 3 EPYC Servers

Upcoming Events

View all

Channel Partners Europe

June 14, 2022 - June 15, 2022

MSP Summit

September 13, 2022 - September 16, 2022

Galleries

View all

Unprecedented Times Impacting Cybersecurity Channel Partners

May 16, 2022

8 Channel People Making Waves This Week at Avant, Cisco, Databricks, More

May 13, 2022

Talent Shortage Ripple Effects Continue to Create Headaches for Partners

May 13, 2022

Industry Perspectives

View all

Build Customers for Life with CX and Lifecycle Selling

May 16, 2022

Voice Analytics Are a Must-Have as Companies Evolve COVID-Rushed Tech

May 12, 2022

Top 5 Trends and Challenges Channel Partners Are Facing in 2022

May 9, 2022

Webinars

View all

Simplifying SaaS Security for MSPs

April 27, 2022

How to Supercharge The Network to Support Your IT Superhero Moves

May 3, 2022

The 2022 MSP Challenge: Scale Service Delivery Despite the Talent Gap

April 21, 2022

White Papers

View all

The New Bottom Line: How MSPs Can Meet the Healthcare Crisis While Evolving Their Businesses

April 19, 2022

How to build a Security Operations Center (on a budget)

April 4, 2022

The AT&T Cybersecurity Incident Response Toolkit

April 4, 2022

Channel Futures TV

View all

AT&T, Microsoft, Cisco, ThreatLocker on Unlocking Partner Potential

Agents Share ‘Secrets,’ Industry Opportunity

May 11, 2022

Vonage Addresses Potential Partner Opportunity via Acquisition by Ericsson

May 5, 2022

Lumen Technologies ‘Built for Growth and Scale’

May 4, 2022

Twitter

ChannelFutures

Read about how the partnership between @AryakaNetworks and @AppSmartcom is a milestone for both companies.… twitter.com/i/web/status/1…

May 17, 2022
ChannelFutures

.@pathlock secures $200 million in new funding, announces M&A to increase capabilities. #appsecurity… twitter.com/i/web/status/1…

May 17, 2022
ChannelFutures

Mark your calendar for our upcoming #VirtualWorkshop! On May 26th at 2 p.m. EDT, this session will show you the pow… twitter.com/i/web/status/1…

May 17, 2022
ChannelFutures

Let's take a look at last year's incredible #DEI101 honorees > spr.ly/6015zEq67. The nomination form is open… twitter.com/i/web/status/1…

May 17, 2022
ChannelFutures

Read about the latest tool from @telarus. dlvr.it/SQX4Pl https://t.co/khXDQWeVW8

May 17, 2022
ChannelFutures

.@PaloAltoNtwks, @Deloitte expand alliance to offer #managedsecurity services. dlvr.it/SQVFrp https://t.co/7VFlXLFIEK

May 16, 2022
ChannelFutures

.@1111systems has snagged certain key managed service and cloud infrastructure assets through two key acquisitions.… twitter.com/i/web/status/1…

May 16, 2022
ChannelFutures

.@kaspersky vet to lead @CywareCo's North America channel. #cybersecurity dlvr.it/SQV5S3 https://t.co/2n9CZ4H6Ke

May 16, 2022

MSSP Insider

Business advice for MSSPs and news from the broader security channel.

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Galleries

Educational slide shows and images from live events.

Media Kit And Advertising

Want to reach our audience? Access our media kit.

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Events
  • Telecoms.com
  • MSP 501
  • Black Hat
  • IoT World Today
  • Omdia

WORKING WITH US

  • Contact
  • About Us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2022 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X