Mass adoption of XR
with Tom Ffiske

Season 1 / Episode 10

Welcome to the LikeXR podcast season one about the extended reality market from people who really understand the industry. This week we are joined by Tom Ffiske

Tom Ffiske writes about immersive technologies at the Immersive Wire, a newsletter and website dedicated to all things VR, AR, and the metaverse. His goal is to bring a curated digest of the analysis that matters, helping professionals interested in immersive to reach new heights. Tom has written about the industry since 2016, covering the latest trends and investments while keeping a pulse on the latest innovations. He has spoken at several events, published a bestselling book on the sector, and helped connect professionals to help each other soar. Tom is also an Account Director at 3 Monkeys Zeno, an international communications agency.

Tom Ffiske
Editor
The Immersive Wire
— Hi, Tom. Thank you for coming. I'm glad to see you on the Like XR podcast. How are you?

I'm doing fine a lot. It’s a pleasure for you to invite me to this show. And I very much look forward to exploring all the matters that excluded your team today.
Show more
— Great. You are the author of the book «The Immersive Reality Revolution». Can you briefly describe & tell our audience what this book is about?
Certainly! It is all about a basic overview of VR, AR and such alike. It was published in early 2020 and is relevant up to the moment. It's kind of like a note to you giving my own personal opinion on it. I want to say is that my role is not so much… I’m more of like a teller of other people's stories. It’s all skills I have, frankly. I don’t worry about it. There are other people more talented than I am. They do very cool & creative things whom I prefer and I help. Because you're building the future and this book was kind of a summary of what they've been up to.
— Tell us about the moment when you decided to write this book and why it was a book firsthand?
I got really bored. Boredom is a great motivation to do something. And so I decided to write a book. But that's also has a lot of work to do and I got a second book that needs to be done. Let's put it like that.
— Coming a little earlier back, tell us of moment you fell in love with XR. I think everyone has such sparks or moments they realize that that is something one would like to dedicate own life to that.
I was straightened by PacMan in a maze. I was in all zones everywhere and I was just running around trying to avoid ghosts like PacMan. I thought that time that this is going to be a cool thing as a VR game for it blends all sorts of different things and it will come together. And that's how it’s going to show today. Then I just became a little compulsive and I was dipping into.
— What we hear is that you’re writing another book. What would it be about? When it will be published approximately?
I won’t hype about it for it's going to include stuff that needs an addition. But it’s gonna be something other than that. It could be another thing from it because it keeps changing topics that keeps going. I wonder how much stays on it, which I'm sure it will have to be discussed.
— Can you tell us what were your first thoughts when you heard about Facebook’s conception of Metaverse?
On my first thought was that makes sense. That it’s okay. That’s kind of like evolved as a company that doesn't make sense to try & have some source taken in a potential future version of the Internet. I also was thinking like a lot of people would be commenting about this. That’s just fine. It is what it is. We'll have to see how the actual method of discussion evolves into that. I think lots of people will be talking about that.
— As we start speaking about Facebook and Metaverse, as you probably know, guys from Facebook announced that they will change their name. So, what do you think about it?
Yes. I swear that nothing makes sense. They need an Umbrella Company, which comprises anything similar to Umbrella Company for Google. I just want the house back in the old days. They already did a message branding campaign to show the face like a WhatsApp and Instagram, and such like. And everyone can do that again without a rename. So it’s complete wasting of money. That was not an inconvenience for people. I don’t have other opinion on that.
— And just to continuing your mind thought, readers of your book are answering at the stage without clear understanding how it may affect people. Can can you please tell us more about the main threat that you do believe humanity may have facing this context?
Well… Many threats and that’s my observation. You go on stage with social media and people will be by themselves with other people all the time. And I just want to highlight these issues around these wonderful feelings like happiness. So, that's my principle of isolation.
— Let's talk a little bit about our main topic - the mass adoption of XR. What do you think? What are the segments or industries where XR technology got more potential?
Well, what strengths is that they putting multiple devices. Of course, that's good for adoption. I like to think of other technologies in the context of exponentially. Can it be exponential as of VR in itself as an exponential technology? And my response is that it is price-elastic but you want nothing with that. We’ll see how it evolves and shoots up. Mass adoption is connected to price assets of the Metaverse.
— But besides price what do you think are the biggest obstacles that doesn't allow XR move faster?
If you have someone to talk about it I think he has to try it out. In general, it’s like a lack of appetite at the moment and the content side. My appetite is strong and its use case is effective.
— But besides price what do you think are the biggest obstacles that doesn't allow XR move faster?
If you have someone to talk about it I think he has to try it out. In general, it’s like a lack of appetite at the moment and the content side. My appetite is strong and its use case is effective.
— But besides price what do you think are the biggest obstacles that doesn't allow XR move faster?
If you have someone to talk about it I think he has to try it out. In general, it’s like a lack of appetite at the moment and the content side. My appetite is strong and its use case is effective.
— Do believe that XR technologies can significantly improve and chain the educational approach that we have?
I feel like its structural issues we shall solve fast before we think about education. At least at schools. And yes that's different to it.
— Do believe that XR technologies can significantly improve and chain the educational approach that we have?
I feel like its structural issues we shall solve fast before we think about education. At least at schools. And yes that's different to it.
— Do you think that nowadays’ hardware helps to implement XR in production? What’s its level now?
Yeah, that’s easy to reply to. There are some component issues to these devices in the 2022 supply chain and some ramifications until next year. And I just wonder what it is resolved next year.
— Do you know such companies that are already using XR technology in their daily work?
Yeah. There are some 50,000 people using headsets and Bank of America got access to these 50,000 headsets. All big eruptions still happening with big tech companies, basically.
— Do you know such companies that are already using XR technology in their daily work?
Yeah. There are some 50,000 people using headsets and Bank of America got access to these 50,000 headsets. All big eruptions still happening with big tech companies, basically.
— Yeah, I just realized if they launched this game in current isolation mode then it’s a little bad luck. You know, I am really passionate about what you’re doing these days among Metaverse. What is your opinion about that?
Many people exploring with it. It's just a lot of people chitchatting about Metaverse, cryptocurrencies, NFTs, decentralized world that evolves and changes. How do values rise when people just want. It’ll be super immersive super-reality. We’ll have to post react. I think we haven't eaten anything today. Building some cool stuff you see with Epic Games that you can create a Metaverse and see how accurate it is in the future, and which companies are bullshitting.
— Just imagine that we have a full-fledged Metaverse as I already mentioned and how it will change the XR industry and how can this affect our lives in general?
No comment, again. It's all speculation. I think I don't want to try to firm up any stores of future views in this case. It's nonsensical we don't know what's going to look like think of it as people in the 1920s, and 2000, and their vision of the present. They didn’t think of wooden flying machines or trains as transportation. And I think it’s too late to try and predict. We just don’t know what the future will look like.
Listen to the episode here:
Made on
Tilda