In Augmented Reality, Virtual Reality and Mixed Reality News
February 3, 2022 – The XR Association (XRA), the trade association representing the growing ecosystem of companies powering virtual, augmented, and mixed reality (XR), has today announced several new members, including Accenture, Qualcomm and Unity.
“We’re excited to welcome all our new members, large and small, to our growing organization,” said Elizabeth Hyman, CEO of the XR Association. “These companies are on the cutting-edge of XR technology. They are introducing products and applications that are, quite literally, shaping the future of computing. It is only through diverse expertise and collaboration that we can achieve XRA’s mission.”
XRA members engage across the association’s three pillars: Community, Leadership and Advocacy. Members have the opportunity to network and collaborate with colleagues, build relationships with new audiences, and are provided a forum to discuss the future of the industry – particularly public policy priorities and legislative implications.
“At Unity, we believe the world is transitioning from 2D, static, non-realtime to real-time 3D, interactive experiences that are spatially and contextually aware,” said Aaron Kleiner, Director of Government Affairs and Public Policy at Unity. “XR is a critical piece to achieving this new form of content creation and consumption and we look forward to collaborating with the XRA to ensure – as a community – we are advancing together.”
Kleiner will represent Unity on XRA’s Board of Directors. Representing Accenture and Qualcomm are Dan Guenther, Managing Director and XR Lead at Accenture and Monique Rodriguez, Vice President of Government Affairs at Qualcomm.
“Accenture has long understood that XR technologies would transform how we learn and connect with people. The recent excitement around the metaverse has accelerated this trend, signifying a new, timely convergence of physical and digital worlds on a global scale,” said Guenther. “We are pleased to formally join the XR Association, and are confident that together we will continue to advance the development and adoption of XR worldwide.”
In addition to XRA’s new board members, the association brought on several other noteworthy member companies. These members include: Avatar Dimension; Cognixion; Foundry 45; Friends with Holograms; GameDriver; OVR Technology; and The WXR Venture Fund.
For more information on the XR Association, which recently held its first annual ‘Limitless Future Conference’ that focused on how immersive technology is transforming the field of training, learning, and talent management, please visit the organization’s website.
Image credit: XR Association
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About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.