CXR: Building experience-focused technology that changes the way we live, work and play

The neuroscience community has often noted that reality is linked to perception

We have the creative ability to guide the content of our conscience, to play with our own perception. We do this with storytelling, language and poetry through special effects. This is how we “play”. This is how we present our own reality simply by thinking. This is the world of imagination, and innovations like augmented and virtual realities are the new masters of this world.

But the wonders of these technologies are hardly limited to notions, we can also trace their influence in a wide range of companies and industries. Transforming the world is the name of the game, and the AR / VR companies are leading the way.

A company with its heritage in electronics manufacturing, but in recent years has shifted its focus to new technologies such as augmented and virtual realities as well as IoT devices, it is New York-based CXR. CXR has been an important technology partner for the world’s most prominent companies since 2004, and has provided them with cutting-edge technology that drives their businesses and goods.

Making a brand

CXR has partnered with some of the world’s biggest brands to take digital experiences to new heights. The company consists of experts in helping brands understand the spatial computer revolution and how it blurs the boundaries between the digital and the physical realm.

As the company has established itself as a certified partner with industry-leading platforms such as Oculus, it has become a one-stop-shop to help companies solve the toughest challenges. This involves not only changing their consumer-oriented strategy, but also how they operate and build a workforce.

A new generation of users is ready for more personalized content that not only gives them more insight into a brand, but also valuable information with real usefulness. Whether it’s for customers or employees, the content is changing, and CXR is here to help brands maintain relevance.

Armed with many years of expertise, the company has been a pioneer in the brand AR / VR experience and understands all aspects of where it started and where it is going – and how it can equip brands with the tools they need to achieve a competitive advantage.

Product and service offerings

CXR’s products are designed to make it easy for companies to maximize the benefits of AR / VR integrations. Concepts that once seemed futuristic – XR marketing, VR training and 3D modeling, Virtual Reality, Augmented Reality, Retail Store Virtualization – are the cornerstones of the company’s offering. The value of these technologies is clearer than ever, and the path to increased efficiency and growth through these products is easy to explain to customers of any size.

As a full-stack agency, CXR is unique in its ability to accept notes on the back of the napkin and develop this idea into a full-fledged application. Its team of developers is software agnostic, which means they can create an experience within the framework that is best for a specific project. In the same way, its designers are experts in perfecting the details of a 3D model and conceptualizing entire spatial environments – and everything in between.

What sets CXR apart is that while it works hard to develop the best tools and platforms, its true product is problem-solving.

We look at problems and think of the best approach to tactically solve the problem for the audience that needs it“, added the cultured businessman and the General Manager on CXR – Lucky Gobindram. “We review noise and transient trends to prescribe a tailor-made solution that sets a course for the future. From idea to execution, the next phase is iteration. Our designers and strategists continue to update our products based on results – we are a learning organization , and this is evident in the way we work with customers and also within our own teams, ”he added in an interview with Insight success.

The diligent innovator

Lucky Gobindram comes from a family that builds technology, and has always had an interest in playing with the latest technology – from the Walkman to the very first iPod. He grew up attending CES with his father and learned everything he could about the designs, products, and purpose behind them. Having access to this world enabled him to understand the power of empathy and its usefulness in the business world – a fixed element of CXR’s strategy.

Once you understand the end-user’s problems, you can solve real-world problems with solutions that are valuable and viable“, Lucky remarked.

With the same mindset in mind, Lucky and his brother Ash started an agency that quickly crept into completing digital solutions for customers like HTC, Nissan and Bose. According to Lucky, their success is largely due to the role that empathy played in our business strategy and process. The application of this mindset to the XR has helped them conceptualize ways in which spatial experiences can fundamentally reshape users’ lives and their relationship to technology – for the better. This idea continues to inform Lucky and his team about their work and the industry as a whole.

The pandemic dictation

As the world continued to suffer from the effects of COVID-19, Lucky Gobindram realized that the pandemic had forced them to use technology to maintain a sense of connection with each other and the world around them. Video conferencing tools such as Zoom and Teams were usually the first ones that came to mind, but the AR / VR world has also taken off.

With renewed interest and investment from both brands and consumers, these forms of communication have become more mainstream – especially as the technology itself has become more accessible (eg Metas Oculus Quest 2). From more 3D models in online shopping to better VR meeting tools, we see the transition of AR / VR from a niche game technology to a mainstream platform for daily interactions.

This increase in acceptance of AR / VR has led to a whole new range of possibilities. More companies than ever are jumping on the bandwagon as they realize that we live in a changing world. Consumers – especially the younger generations – are already using AR / VR wherever they can, and brands are coming to us to help them understand how they can take advantage of it.“,” said Lucky Gobindram.

Riding on Tech Wave

Growing up in a world of hardware design and engineering, Lucky was always deeply aware that software exists in everything around us – from lights to doorbells to household appliances. When Google Cardboard first came out and he tried it, he was struck by the realization that immersion in 3D allows users to experience content in a whole new way.

I quickly realized that data processing would shift in this direction and that the future of digital consumption was immersive technology. Since then, we’ve seen it contribute to the next wave of content and games, and it’s also becoming a powerful tool for organizations and industrial applications.”Said Lucky when asked how his team innovatively addresses both businesses and consumers.

As use cases become more mainstream, these large companies will feed the adoption basket when equipping their employees with devices, and soon we will be looking at more generations of new technology users.“he added.

With the next generation of smart glasses and new headsets, it looks like visual representations of ML and AI are used to understand user preferences and behaviors and come up with useful recommendations in that regard.

As a forward-thinking agency, CXR is already equipped with teams of AI and ML experts who can attack each project individually. Because its projects are tailored to the needs of each client, the team provides case-by-case recommendations.

A bright future awaits

The team at CXR expects e-commerce to become an integral part of the burgeoning metavers, and with this in mind, they expect increased interest in retail virtualization services. Brands of any size and industry will need XR trading experiences that offer much more than traditional online shopping. Users will physically explore products and try on any type of clothing – not just shoes that we’ve seen on Snapchat.

As wearables increase in availability and usability, CXR expects to scale its AR offerings to include applications that integrate with the real world in real time. Users will soon expect to be brought to them based on their surroundings and what they are doing at the moment – whether it is on the street, in a store or in the office.

The company is excited to explore the integration of AR and AI to create seamless experiences that have a real impact on users’ lives, giving them the information they need to learn faster and make smarter decisions and purchases.

It also invests in a range of companies and technologies to help bolster the industry – from tools for creating VR content like Masterpiece Studio Pro to VR driving simulators like Virtual Driver Interactive. A larger number of powerful platforms will increase adoption and in turn help users as well as CXR to convert their ideas into genuine applications.

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