Holograms of the future: Janosch Amstutz at Runway East Moorgate.
We caught up with the founder of HoloMe, Janosch, to find out about how augmented reality can change our future.
Lift pitch HoloMe to us –
We are a computer vision startup that uses unique algorithms to process and project humans in augmented reality. We create the Star Wars Jedi Council experience using people’s smartphones.
What are the applications of the technology?
Our technology is focused on filming humans and projecting them in augmented reality. We are applicable in any use-case where humans are being filmed, from marketing to entertainment, to education and communication.
For example, we are working on the deployment of this technology with one of the world’s largest book publishers and two of the UK’s premier football clubs for their marketing purposes. We have been approached and are running a pilot project with an international record label to get their film clips off YouTube and into the real world, as an interesting new channel for monetisation in the music industry.
The recently disrupted retail space has also been motivated to involve our technology in their sales and marketing strategies and we’ve been in long-term discussions with two fashion weeks in the world, one in Asia and one in Europe.
What do you think the future is for augmented reality, how much do you think the market/consumers will adopt it?
I think augmented reality is certainly being hyped at the moment, and for a very good reason – the technology has reached the point of large-scale consumer adoption. Though, the large tech firms have two issues with the rollout of this tech: It’s a large technological leap forward for consumers to adapt to (which takes time for widespread acceptance), and the broad differences in capabilities of processing power in smartphones on the market.
There are multiple companies attempting to bring consumer model augmented reality glasses to the market over the next 2 years, which will make augmented reality what it should be – seamless integration of technology into the real world. I think once those two hurdles are overcome and smart glasses have reached a certain critical mass, augmented reality will be such a commonality that using a smartphone will become as outmoded as using a fixed-line telephone is now.
What does success look like?
Success in the short-term is smashing targets on the roll-out of our initial product offering to the market and having our technology adopted as a widespread new medium for marketing and communication.
What did you do before this?
I was operations manager in a physical commodities trading firm in Switzerland and used the money I earned from that position to seed fund HoloMe. Rather burn the cash on an unsustainable lifestyle, I decided to move to London to pursue tech research and try and create technology that has the potential to disrupt the way we communicate with each other.
What’s the best decision you’ve made so far?
Jumping out of my old career and tackling this startup head-on.
What’s the worst decision you’ve ever made?
Jumping out of my old career and tackling this startup head on full time. I kid! Startup life has so many exciting ups and downs which is so rare to find in a career, that I don’t think any traditional job would ever be enticing enough to return to anymore.
What would you tell yourself if you could go back in time and you were just setting up your company?
I would definitely rely on myself more as a founder. Rather than looking at outside solutions, I would look at putting my head down and getting it done myself, even if the solutions take longer to achieve. I have always been determined to move and grow as fast as possible for fear of getting left behind, though have come to realise that markets, innovations, and competitors never really move as fast as you think.
If you could run another startup, which one would it be?
Although I wouldn’t change the direction I’ve chosen, I’ve always been fascinated by pure impact startups. I know a few founders in the impact space and I think what they’re doing to better humanity is really commendable. HoloMe can be used in various impact scenarios, such as education and training, and I hope that we can broaden our participation in relevant projects that can use our technology in the impact space.
Want to find out more about HoloMe? Visit their website here.
Below: HoloMe holograms at Runway East Moorgate. A project HoloMe did for SKMMP (skmmp.com).
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