Virtual reality doesn't have to mean simply sitting in front of a computer and putting on modern VR headsets. Holodeck VR allows gamers to move freely in virtual worlds and even interact with fellow players. We wanted to learn more, so we spoke with the founders.
Please briefly introduce yourself and the Holodeck VR!
HolodeckVR revolutionizes the way content such as films, games, or documentaries are experienced. Through the use of virtual reality and cutting-edge sensor technology, the viewer also becomes an actor, able to move freely within their world and thus virtually travel to distant places, explore the latest interactive games, or visit cultural sites of the past. Our goal is to offer the end customer a virtually endless number of virtual worlds for a fully immersive experience.
The team consists of four founders, Jonathan Nowak Delgado, Dr. Stephan Otto, Christian Daxer and Jeff Burton.
Jonathan Nowak grew up on the Galapagos Islands. A UC Berkeley alumnus, he began his career in the gold industry. He designed the automation of gold production in the world's deepest gold mine (AngloGold Ashanti's Mponeng gold mine, Johannesburg, South Africa). He later served as CEO of digitalsmiledesign.com, a cosmetic dentistry company.
Dr. Stephan Otto has worked at Fraunhofer IIS since 2009 and serves as a group leader, project manager, program manager, and reviewer. From 2007 to 2009, he worked as a software engineer and project coordinator for Method Park Software AG on projects for international clients. He also earned his doctorate in distributed systems and optimization in 2009. He has made the dream of the holodeck come true, offering interactive virtual world experiences on up to 1,400 square meters. Since April 2017, Dr. Otto has been the manager exclusively responsible for the holodeck.
Christian Daxer is a technological prodigy and thus responsible for all the technical difficulties that stand in Jonny and Stephan's way. He is a passionate gamer, but dreams of being able to apply the HolodeckVR to more 'important' fields in the future, such as medicine or education.
What would you like? Mini, midi, or maxi?
How did the idea for Holodeck VR come about?
Developers at Fraunhofer IIS have been working on the tracking technology (originally developed for the sports market) we use in the holodeck for over 10 years. About four years ago, the idea came up to enter the VR market and expand there.
What were the biggest hurdles in recent years and what challenges are you currently facing?
We're currently intensively engaging with potential investors. External investors are crucial to taking the next step. We need to differentiate ourselves from our competitors and convince them why investing in us and our vision is worthwhile.
What is the advantage over other existing technologies?
We differentiate ourselves from other VR startups, particularly in the size of our holodecks. We are able to offer mini, midi, and maxi holodecks. The maxi holodeck is up to 40,000 square meters in size, allowing us to work with up to 100 users. This provides the player with a new level of immersion and thus allows us to serve a more diverse customer base. Through our affiliation with Fraunhofer IIS, we also have first-class access to hundreds of patents, world-class (research) resources, and profitable proofs of concepts.
Amusement parks as a springboard
How do you think the holodeck will evolve in the coming years? What do you think will determine its development and future success?
HolodeckVR's go-to-market strategy is to become the world's leading provider of location-based VR platforms. We start with the most adaptive and willing-to-pay target customers and then gradually work our way toward the mass market. We work with the best distribution partner for each target customer segment. The first target customer segment is the amusement park industry, which can purchase a turnkey holodeck including a game for €500,000. The goal is to replace a rollercoaster and offer users a unique experience. Further target segments include cinemas, laser tag, sports halls, casinos, shopping malls, and trade fairs.
Where is the holodeck already being used, or are there any upcoming projects and collaborations?
In January, we already worked with BOGNER at ISPO Munich, which also marked our global launch. We are currently working closely with VRCoaster to break into our first vertical—theme parks. We are currently in several discussions and, of course, hope for as much positive feedback as possible.
MediaLab Bayern and Fraunhofer were pioneers
How does your financing work?
Over the past 10 years, significant research budgets have been invested in technology development. We are currently financed through research transfer funds and are currently completing our first round of external financing. The ecosystem and investor appetite in Asia and the US are five times larger than in Germany.
You further developed your idea in Media Lab Bayern. What experiences did you have there, and how were you able to benefit from the offer?
We were able to benefit from the Media Lab Bayern especially at SXSW in Austin, Texas, in March 2017. The opportunity to participate was, of course, fantastic, allowing us to make many new contacts and present ourselves internationally! But we also learned a lot of other things from the collaboration, which will certainly accompany and help us on our future journey.
San Francisco in sight
What do you consider to be typical success factors for a startup?
1. Personality and ability of the founders to maintain a clear vision and focus despite many unknowns and to motivate the team.
2. A sufficiently large market with a demand for the product/service the startup is creating, as well as a competitive advantage (be it product- or sales-related).
3. An attractive business model with sound unit economics.
What have been the most important learnings for you so far in the development phase?
To work very quickly and iteratively, to test extensively, and to create/create rapid learning cycles. Our content development partners should be geographically close to a holodeck development site (currently only in Nuremberg, but soon elsewhere). Multiplayer VR and social VR are far more interesting and challenging than single-player and consumer-grade VR.
Holodeck has its roots in Nuremberg, but part of the team is also based in Munich. What makes Munich a startup location for you?
The VR ecosystem in Munich is more extensive than in Nuremberg, which offers advantages for both customers and partners. However, our technicians, engineers, and software developers are located in Nuremberg, and we will likely keep it that way, as availability and competition are much better there than here. Overall, we are considering establishing an international location in addition to Munich, such as San Francisco, with access to the ecosystem, partners, customers, and suppliers.
