VR, AR Finds More Industrial, Business Applications: Parveez Nasyam, Xenium Digital – CORPORATE ETHOS

VR, AR Finds More Industrial, Business Applications: Parveez Nasyam, Xenium Digital

By: | August 13, 2018

Aug 13: Xenium Digital was founded 10 years ago to cater to the advertising industry by providing experiential marketing services with Virtual Reality (VR) and Augmented Reality (AR) at a time when much of Indian IT industry was involved in software coding and hardware design.

The company diversified into providing industrial AR/VR applications, experience centers, event and activations. The brain behind Xenium is Parveez Nasyam, CEO with a Masters in Computer Applications and Computer Science from Wayne State University. He also has expertise in Augmented Reality, 3D Depth Sense, Arduina, Ambient Media, Virtual Reality, Motion and Gesture Recognition and Brand Identity.

In an interview to Corporate Ethos, Parveez talks about the company’s expanding operations in industrial applications and global plans.


#In your view which are the areas where more AR/VR adoption is happening and also what are your focus areas?

We have done a lot of work in the area of experiential marketing and Grohe is one good example. Customers can walk into a Grohe showroom and get a feel of how their bathroom will look with different acessories and fittings. They can know the dimensions, view from different angles and know its dimensions and price. Point of Sale (PoS) is a major area where VR has been used effectively. When it comes to use of VR/AR in marketing it usually becomes an one-off affair. If the companies need to reinvest in it again they need to think of lot of overhead costs, return on investment and many other variables. They need to promote the app for the customers to know that they are doing this activity. Likewise we have done for Tata, Audi, Vodafone among others. But more applications are happening in industrial and PoS areas. Deep motion avatars have enabled configuring of 3D animations in quick time but it requires wearing a headgear to enjoy the experience.

#In industry, which are the areas where AR/VR can be used effectively?

We have implemented several interesting applications across industries and services sector. For eg. we have developed some good applications for Larsen and Toubro in maintenance and training. We have developed a City Guide for Hilversum in Netherlands. This enables tourists to download and app and when they reach a historic building they just need to point their mobile to the building and get all the details about it. Even it will show them how the building looked like 100 years ago and all the modifications done to it. This will help them avoid the services of tourist guides. Museums can effectively use AR/VR to provide a great new expereince for visitors. It can be effectively use in defence and remote locations support.

#Could you throw some light on your expansion plans?

We are planning to expand beyond India and Singapore to US and Europe. We currently have 42 people and plans to add 25 more by March 2019. Basically, professionals in AR and VR need to have programming skills, creative skills, animation, story telling skills. We have our in-house training programmes to ensure that they conform to standards required for our projects. We are also launching our state-of-the-art training lab in Mumbai in September. We will be having arrangements with Universities and colleges to provide training programs and workshops in AR/VR.