Author: Arpito Gope

Immersive technology in business

Are brands ready to adapt to the changing world where technologies like AI, IoT and AR/VR are leading consumers from the front?

Over the last decade, technology has unlocked incredible new ways for brands to connect with consumers; they have more data and insight than ever before. We are in the midst of a customer revolution where the world is reshaped by the convergence of social, mobile, immersive and cloud tech. The combination of these technologies enables us to connect in a new way and is dramatically transforming the way we live and work.

The connected world
In the connected world, consumers are no longer a number on a brand’s ledger; they are unique human beings with distinct sets of needs. They have a powerful voice and want relationships on equal terms; hence brands need agility in connecting with employees, partners and products in new ways to align around consumers like never before. From mainframes to GUI to iPhones, we are at the cusp of the fourth transformation — it will move technology from what we carry to what we wear. Earlier, it was all about the interface between tech and people; now it is all about the experience and that changes almost everything. For brands to succeed in this transformative age, they need to culturally adapt to this change.


Around us, we see a groundswell of this change taking place which has blurred the physical and digital — driverless cars to drones to IoT subsume and immerse us. We are moving towards a new era where humans and intelligent machines would interact in ways that were first envisioned in science fiction.

There are some of the world’s best thinkers and the biggest investments from some of the deepest pockets, solutions to some of the most daunting product design problems and a vision shared by a growing number of people which are driving the change today. The scale of this change is huge with Digi Capital predicting it to be a $150 billion industry by 2020, with AR driving the bulk of it at $130 billion.

There is a lot of buzz around immersive tech and its general impact in business. Immersive tech has just exited alpha mode and moved to beta. The biggest challenge for brands and practitioners of immersive tech is that it has often been caught up in jargons and promises of creating magic; sustaining beyond the initial wow is the real deal. No new tech can be force-fed to drive scale.

What’s next for brands?
In the immersive age of businesses, brands will have to be imaginative and innovative in the way they converse with their consumers. The narrative has to dramatically change from ‘storytelling’ to ‘storyliving’. It’s about being contextual and owning the moment of truth; it’s about making products interactive. It’s about creating moments which will wow them while also triggering value back to the business.


At the end of it, brands need to think smart and create ideas which solve a business problem — ideas that cut through barriers; tech only becomes an enabler. Whether it is about creating immersive learning through Hololens where you can touch and feel planets in a solar system or enhancing your shopping experience through an AR lens or using IoT to build a smart home product — ideas continue to fuel business.

The new world is a visual web. About 65% of people are visual learners and 90% of all information transmitted to our brain is visual, hence visual browsing is driving a new way of content consumption. Businesses will need speed and agility during the innovation process and in general, in the speed of connecting smart devices, of tracking and analysing data, serving context-based messaging to a consumer based on location in real-time.

With Apple and Google creating their AR platforms, it will only hasten and democratise learning. Computer vision and big data will fuel and scale experience. Retail, enterprise, healthcare and education will drive adoption. Welcome to the immersive age of business!

Arnav Neel Ghosh

Author is Ex Managing Director, Blippar India and currently Director in Immerge Knowledge Labs.

First appeared in Financial Express on October 24,2017


Surgery Residents Begin Training in VR

Precision OS Surgical Training Adopted by 10 Medical Institutions Across North America


Vancouver-based Precision OS has partnered with 10 North American universities and medical institutions to bring their high-fidelity virtual reality orthopedic surgery training platform into the surgical classroom.


Precision OS envisions a future where surgeon trainees (residents) everywhere can receive the highest quality orthopedic training with real-time feedback, augmenting the cadaveric experience. To get there, they’re using the power of virtual reality technology.


Virtual reality offers unparalleled surgical immersion unimpeded by real-world circumstances and without the risk of harming patients. The Precision OS platform simulates operating room experiences, from the virtual tools used to the patient anatomy. This is reinforced with user-specific metric feedback collectively to empower surgeon trainees to reach peak performance through repeated practice and personalized learning.


“Virtual reality has the potential to positively impact and advance the way surgery residents are trained by offering more frequent and in-depth operating room experience. We are looking forward to exploring this technology and introducing the Precision OS platform to our residents and fellows.” Dr Joaquin Sanchez-Sotelo, Professor in the Department of Orthopedic Surgery at the Mayo Clinic


Unique to the Precision OS system is the breadth and depth of their training modules. Residents can practice a procedure under a variety of changing conditions, to ensure they are prepared with the skills needed to navigate potential complications in real surgery. Conditions such as arthritis and age can change the standard of procedure for surgeries involving implants. While it is not a guarantee that a resident will be exposed to such surgical experiences in a traditional training program, with VR it is.


The Precision OS VR platform offers surgeon trainees the opportunity to gain more operating room experience than they typically would in a traditional medical residency. From minor complications to critical mistakes, residents can experience surgery up close simply by putting on a headset.


Several hundred surgeon trainees at 10 medical institutions in the United States and Canada will now get to experience this technology first hand in their residency programs. Precision OS will be used for orthopedic surgery training at:


  • The Mayo Clinic

  • The University of British Columbia

  • The Sunnybrook Hospital at the University of Toronto

  • The Pan Am Clinic Foundation

  • Western University

  • McGill University

  • Dalhousie University

  • The Boston Shoulder Institute

  • The University of Mississippi Medical Center.


The Precision OS team are also collaborating with Dr. John Costouros, MD FACS, an orthopedic surgeon and Assistant Professor at Stanford University, to trial virtual reality in training soon-to-be graduating surgeons.


This will be the first time that this quality of high-fidelity and immersive VR technology will be used for such intensive surgical training.


“The next generation of surgeons will have to learn advanced skills and decision-making with limited time for their training. Virtual reality offers an impactful way to create value by improving surgical skill and reducing errors. Precision OS will deliver value to all stakeholders in healthcare: educators, industry, hospitals, insurers, and patients. The timing of such a technology could not be more perfect!” Dr. Jon J.P. Warner, Founder of the Boston Shoulder Institute, New England Shoulder and Elbow Society, The Codman Shoulder Society, and a past president of American Shoulder and Elbow Surgeons


Precision OS offers an enhanced learning environment for orthopedic trainees by increasing access to surgical practice. By way of a headset and handheld sensors, residents can step into the operating theatre any time from anywhere. This increases practice volume and improves surgical skill outcomes in case-based scenarios.


“VR training is the way of the future. It will enhance patient care by having a more skilled and well-prepared surgeon. The software and training unit of Precision OS is brilliantly put together and is a major advance for our residency and fellowship training program!” Dr. Peter MacDonald, Professor and Head Section of Orthopaedics at the University of Manitoba


And each time a resident begins a Precision OS training module they are immersed in a life-like surgical experience. The virtual patient is responsive to successes and errors in a procedure, thereby allowing trainees to learn from their mistakes. This simulated environment is a critical difference between VR and traditional surgical training, as mistakes are not permitted in real surgery to prevent causing harm to patients. But it is precisely this opportunity for error that demands heightened attention and focus from trainees and creates a more active, effective, and impactful surgical learning experience. This is what makes Precision OS unique.


During and following a procedure, residents are provided with detailed performance metrics so they can assess their surgical skills in real-time and identify areas of improvement. This immediate feedback facilitates tangible performance improvements and increases surgical precision quickly.


“Our core agenda has always been to combine surgical education and cognitive skill in a portable, efficient, and immersive learning experience.” Dr. Danny Goel, CEO and Co-Founder of Precision OS, and an orthopedic surgeon at the University of British Columbia


Precision OS is leading the way for innovation in orthopedic surgical training and the international medical community is taking note. Last year, Precision OS secured $2.3M in funding led by AO Invest, the venture capital arm of Swiss orthopedic education and research organization, the AO Foundation.


The company has also been nominated for the Technology Impact Awards and was a semi-finalist at the Orthopedic Research Society.


“This is only the beginning of what may be a complete disruption of how we learn and train surgeons. To be at the cutting edge of introducing this technology, with a focus on demonstrating its value, is a social responsibility for us at Precision OS. Virtual reality is an exciting and innovative area of technology that can influence surgeons and their patients around the world.” Dr. Goel


Precision OS is a software company developing the most high-fidelity virtual reality platform for surgeons to practice specific procedures. Their focus on the critical elements of surgery haptics and metric feedback provides for an unparalleled educational experience. In addition, their pre-operative planning tool eliminates the trial and error associated with fracture care through an immersive interaction with the patients’ images. This, combined with their carefully selected team, provides the domain expertise one would expect to change the delivery of Orthopedic care globally.


For more information, please visit

Danny Goel

CEO and Co-Founder- Precision OS

Clinical Associate Professor within the Department of Orthopedic Surgery at UBC


Dan Burgar

VP Marketing – Precision OS

India’s First AR VR Thinkfest takes off in style

India’s very first international VR Film Festival and Conference took place at Nehru Centre in Mumbai on 1-2 March, 2019. The response was overwhelmingly encouraging as professionals, innovators, business heads, thought leaders, enthusiasts and design tech students lapped up the content and the experiences at the conference.


The very first platform in the Immersive tech space in this part of the world, there are plans to increase footprints in other cities as well as in the enterprise solution space in the near future. Designing immersive tech curriculum at education institutions and also using this technology in the area of social change is also an important area of interest and focus for the IP holding company, Immerge Knowledge labs.

Here’s an overview of Immersion 2019. 


Far reaching effort

The future is being built by collaborative efforts between minds and expertise far removed from each other geographically but coming together on real time.  HaptX and partners transmit touch across the Atlantic. The application could be very effective and will be ‘far reaching’ in the true sense.


HaptX and partners build first robotic hand to transmit touch across the Atlantic


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