Interviewee: Jack Maddalena, Sales and Community Manager

Virtual reality is widely used in the business world to add values to consumers, companies, and products or services. The application of VR can be seen in ensuring safety at construction sites, creating convenience in shopping, and establishing high-quality customer experiences. Companies ranging from startups to existing tech giants strive to develop hardware or software to help customers become exposed to more dynamic aspects of VR and receive more and better experiences from the technology. However, its application is mostly done at corporate-level, and the fields where individual consumers can enjoy its benefits are relatively limited. One of the reasons is the price of hardware. Current VR products (mostly hardware such as goggles) are expensive and don’t fit into the typical consumer’s budget. To learn more about the relationship between VR products and consumers, the interview was conducted with VRCraftworks, a company who focuses on the development of software and enables more consumers to enjoy VR.

VRCraftworks was established in 2014 and is currently located in Brighton, England. The company, consisting of six teams, is dedicated to providing easier, more immersive, and more fun experiences for customers by making programs which are readily compatible with smartphones. Its biggest product to highlight is 6DoF, 6 Degree of Freedom, which lets users go beyond just looking 360 degrees from a fixed point. With this, the customers can move forward and backward, up and down, and left and right combined with rotation about three perpendicular axes. So it enables more various movements when enjoying virtual reality and offers more engaging and lifelike experiences. In addition, the company serves to fill a gap between people and equipment, in that it develops software that can work with a smartphone and its camera which track the movements and the environments. VRCraftworks has already applied its development into the automotive and retail industry. Customers are able to see cars or clothes for sale without a physical visit to a store, and the company is looking to have AI bots as  sales assistants, utilizing this as a tool to gain a better understanding of customers’ interests.

The interview featured Jack Maddalena, one of the two founders of VRCraftworks. Jack mentioned that Peter, the other co-founder always wanted to take VR industry to the next level. Jack’s interest started when they were a part of a small online community that bought the first VR headset from “parmtech,” previously owned by the well-known company Oculus. Fascinated by its hardware, Peter and Jack decided to create VRCraftworks. Jack was ready for this business a long time ago. His sales experience began from selling sweets at school to selling iPod and iPhone cases. He went on to starting his own clothing brand, at 15 years old, targeting his friends and people at parties. Their first application launched and was a hit, Orbulus and published as one of the top ten VR apps to download, which Google soon wanted to include in its launch of the Google Cardboard headset. This success, accounted by Jack’s skills in marketing and sales and the passion for immersive technology in addition to Peter’s business operations knowledge, has grown VRCraftworks to where it is now with 29 commercial projects today and 250 users for their platform.

For more information visit: https://www.vrcraftworks.com/

Follow them on Twitter @vrcraftworks