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Getting the ROI out of XR, with Sector 5 Digital's Cameron Ayres
Alan and his
guests often espouse investing in XR on this podcast, but that comes
with the implicit understanding that you should expect a return on
that investment. Cameron Ayres from Sector 5 Digital discusses
strategies for maximizing that ROI.
Alan: Today's guest is Cameron
Ayres, the director of innovation at Sector 5 Digital, a digital
agency specializing in augmented reality and virtual reality
applications for the enterprise. His primary role is developing the
strategy and implementation of emerging technology, to best enhance
digital projects. Sector 5 Digital helps companies transform their
brands by creating brilliant digital content for marketing,
communications, sales, and entertainment. Clients include many
Fortune 100 clients, including American Airlines, Bell, IBM, Intel,
and many more. You can learn more about Cameron and Sector 5 at
Sector5Digital.com. Cameron, welcome to the show.
Cameron: Thanks for having me,
Alan.
Alan: My pleasure. I'm so
looking forward to this. Some of the stuff you guys are doing is
mind-blowing. I had a chance to look at some of the things you're
doing -- bringing Bellll helicopters, their new drones, to VR, and
allowing people to experience these. You've done work with airlines,
with car companies, with Harry Potter. Describe what Sector 5 digital
does, and some of the projects and things that you're most proud of.
Cameron: Sure. At a high level,
what we focus on is coming into these companies that are doing a lot
of great work, but they just want to kick it up to the next notch.
They want to tell stories in a new way. They want to increase their
ROI, is the bottom line to a lot of it. "How can we do things
faster, with exerting less effort and less man hours?" That's
where virtual reality, and augmented reality, and a lot of other
different media come into play. We come in and we'll actually sit
down and brainstorm around, "what are the problems, and how can
we come up with solutions?" And it's funny how many clients
you'll interact with that come to you with a solution. "We want
a hologram," or "we want virtual reality." But what we
specialize in is taking a step back and saying, "let's do a deep
dive. Let's talk about what virtual reality accomplishes, and if that
is the best medium." And then, if it is, we can move forward
with brainstorming. But it's so important to not fall into the trap
nowadays, of trying to make the next gimmick... or, to do it just
because the technology's cool. Let's do it with a sense of purpose.
A lot of what I do is try to take new
and emerging technology -- obviously right now, VR/AR/XR; all that
falls into it -- and using that to enhance messaging and
storytelling, training, simulation, all of that type of stuff. It
boils down to two words for me, which is "presence" and
"experience." You have the presence, for things like
training, for things like real-time engineering. You really feel like
you're there. Then you have the experience side of it, which is more
the storytelling, the marketing; let me actually go on a mission, and
something that doesn't exist yet, and get a feeling for how that's
going to change warfare, how that's going to change my ride to work
every day. A lot of it focuses around messaging, storytelling, and
training.
Alan: You've done everything
from -- like you said -- storytelling and training. What are the big,
open spaces for companies? Let's say you're a medium-sized business.
You see XR, you're going, "well, I have no idea where to get
started." What is that low-hanging fruit for businesses to get
involved, and just start with this technology?
Cameron: I've noticed that --
and this is a bit of a sideways way to look at it -- I've noticed
that, with companies that come in and they're looking to dip their
toe into virtual reality or augmen
View all episodes
By Alan Smithson from MetaVRse
4.5
1212 ratings
Alan and his
guests often espouse investing in XR on this podcast, but that comes
with the implicit understanding that you should expect a return on
that investment. Cameron Ayres from Sector 5 Digital discusses
strategies for maximizing that ROI.
Alan: Today's guest is Cameron
Ayres, the director of innovation at Sector 5 Digital, a digital
agency specializing in augmented reality and virtual reality
applications for the enterprise. His primary role is developing the
strategy and implementation of emerging technology, to best enhance
digital projects. Sector 5 Digital helps companies transform their
brands by creating brilliant digital content for marketing,
communications, sales, and entertainment. Clients include many
Fortune 100 clients, including American Airlines, Bell, IBM, Intel,
and many more. You can learn more about Cameron and Sector 5 at
Sector5Digital.com. Cameron, welcome to the show.
Cameron: Thanks for having me,
Alan.
Alan: My pleasure. I'm so
looking forward to this. Some of the stuff you guys are doing is
mind-blowing. I had a chance to look at some of the things you're
doing -- bringing Bellll helicopters, their new drones, to VR, and
allowing people to experience these. You've done work with airlines,
with car companies, with Harry Potter. Describe what Sector 5 digital
does, and some of the projects and things that you're most proud of.
Cameron: Sure. At a high level,
what we focus on is coming into these companies that are doing a lot
of great work, but they just want to kick it up to the next notch.
They want to tell stories in a new way. They want to increase their
ROI, is the bottom line to a lot of it. "How can we do things
faster, with exerting less effort and less man hours?" That's
where virtual reality, and augmented reality, and a lot of other
different media come into play. We come in and we'll actually sit
down and brainstorm around, "what are the problems, and how can
we come up with solutions?" And it's funny how many clients
you'll interact with that come to you with a solution. "We want
a hologram," or "we want virtual reality." But what we
specialize in is taking a step back and saying, "let's do a deep
dive. Let's talk about what virtual reality accomplishes, and if that
is the best medium." And then, if it is, we can move forward
with brainstorming. But it's so important to not fall into the trap
nowadays, of trying to make the next gimmick... or, to do it just
because the technology's cool. Let's do it with a sense of purpose.
A lot of what I do is try to take new
and emerging technology -- obviously right now, VR/AR/XR; all that
falls into it -- and using that to enhance messaging and
storytelling, training, simulation, all of that type of stuff. It
boils down to two words for me, which is "presence" and
"experience." You have the presence, for things like
training, for things like real-time engineering. You really feel like
you're there. Then you have the experience side of it, which is more
the storytelling, the marketing; let me actually go on a mission, and
something that doesn't exist yet, and get a feeling for how that's
going to change warfare, how that's going to change my ride to work
every day. A lot of it focuses around messaging, storytelling, and
training.
Alan: You've done everything
from -- like you said -- storytelling and training. What are the big,
open spaces for companies? Let's say you're a medium-sized business.
You see XR, you're going, "well, I have no idea where to get
started." What is that low-hanging fruit for businesses to get
involved, and just start with this technology?
Cameron: I've noticed that --
and this is a bit of a sideways way to look at it -- I've noticed
that, with companies that come in and they're looking to dip their
toe into virtual reality or augmen