It's likely you already know about virtual reality (VR) and how it's used in gaming, but what about this incorporation of this technology into everyday lives and businesses? Bernardo DaCosta is CMO of Greenfish Labs, an innovative company dedicated to virtual reality (VR) solutions. Greenfish Labs helps a variety of organizations engage with their customers and find new prospects. I asked Bernardo about how businesses use VR and future applications for this technology.
Tara M. Clapper: How did your career path and education lead you into this field?
Bernardo DaCosta: Each member of the Greenfish Labs Executive Team had forged their own path prior to collaborating on this revolutionary endeavor. We come from a myriad of careers and educational backgrounds, including: an elite sports academy, Hollywood productions and even banking, but what we share is a passion for changing the way both we and others see and experience the world.
TMC: Many people primarily associate VR devices with gaming. How is VR useful beyond that?
BD: Technological development has made gaming a field that continues to rapidly evolve as the advancements dictate. That being said, no matter what platform we choose to 'game' on, there will always be more immediate applications using that medium.
In the same way that we may watch instructional videos to learn new skills or watch a television program to witness events far from the comfort of our homes, virtual reality (VR) simply allows us to experience a more in-depth and immersive environment by breaking free of 2D media. The possibilities really are endless – imagine sensory training, surgical instruction, VR marketing campaigns, tourism and even manipulating with our current environment in VR. VR is set to change how we interact, learn and play.
TMC: How do you get prospects to see the value in investing in VR?
BD: It truly is astounding to watch someone experience VR for their first time, and we always encourage anyone interested to reach out to us for a simple demonstration. The best way to get someone to understand just how powerful and immersive this technology can be is to let them see it for themselves.
There are many ways to help people get access to VR; many of them are accessible to you now. There’s a sizeable difference in getting a potential prospect to see the value of VR, and getting them to experience it. When they do experience it, you can see their excitement, and even hear it when they immediately begin to vocalize their ideas about how VR can change their world, both in business and in their personal lives.
You don’t have to be a giant in the industry to make VR a cost-effective and winning strategy. We do more than just create the content; we collaborate and work with each client to design a marketable strategy that works for them. We understand the need companies have to generate revenue, and we work with our creative team to find solutions that create an immediate impact.
TMC: What developments do you anticipate in VR in the future?
BD: VR Head Mounted Displays (HMDs) are going to be ubiquitous in the near future. This technology will reach a point of mass adoption as the entry price continues to decrease, and we will watch people build and decorate houses, learn delicate procedures and change the way they experience the world by using VR. Companies, organizations, and markets are going to start exponentially adopting VR as an innovative way to achieve amazing results in their fields.
TMC: Visual content is increasingly in demand – how can a business capitalize on that using VR?
VR goes far beyond visual content. VR is about living and moving around in a space, truly experiencing it. That's exactly why this is such an exciting time for Greenfish Labs. VR adds a layer of immersion and depth that most people haven't experienced before. In the same way that the television gave creative minds seemingly limitless opportunities, VR takes us from looking out a window to walking outside and experiencing life.
Any business that has a need for visual content would be well served by offering their customers the next step in experiencing their product in a real and immersive space.
TMC: What market isn't utilizing VR yet – but should?
BD: Every market is evaluating how VR will impact them, which is exactly what they should be doing. Creative minds are going to imagine and implement new ways to demonstrate their product, flex their marketing muscles, and be pioneers in their field. VR is not limited to building digital worlds or gaming applications, it's creating real life productions for the public to experience and be amazed. Think about strolling through a model home across the country before you decide to buy it, or actually watching a live concert as it happens across the ocean (both things that we are doing right now for our clients).
Every market has the potential to benefit from VR, whether it’s training their employees (the difference between seeing and experiencing), giving their lead generation strategy a sizable boost by wowing potential prospects or finding a new way to connect to more customers.
TMC: How does VR enhance communication? Who actively utilizes it?
BD: VR literally creates a separate channel, and in some cases truly allows us to have our cake and eat it too. Think of it as two worlds: the one in your HMD, and the other in real world outside it. With this in mind, there are several ways to be creative with communication. Right now VR is more of an individual experience, but that does not mean it cannot impact collective communication. We have seen examples of someone using an HMD trying to describe how to defuse a bomb, while communicating with someone right next to them to in order to disarm it. We are still in a nascent stage of this technology, so as time passes and more people experiment with this technology, new ways to communicate will be born.
Imagine seeing what someone else is seeing, letting them show you what they are looking at from thousands of miles away and actually being able to look around and experience it. Users are everywhere, from businesses to individual consumers.
TMC: On your website, you have a photo of someone looking through a VR headset directly into a mobile screen. What's going on there?
BD: We are very glad you asked that question. They are not looking through it, but rather they are looking right at the mobile device’s screen through special lenses in the HMD itself. Our mobile phones already have the technology to give us a VR experience, that’s what makes it so easy to adapt, and has fueled the VR boom we are experiencing. The greatest obstacle in making VR a part of the mainstream culture isn't the individual cost of the tools, it is awareness. That’s why it’s great that publications like this one exist – helping to spread the word about this technology and change how we see the world around us.
BD: VR seamlessly integrates with digital marketing, and mobile users are what allow us to create a plethora of diverse content. As we mentioned in the last question, the technology is already in the mobile users' hands. VR isn't competing with mobile, its working with it.
These phones are minicomputers that become instant portals to whatever users want to experience, and we can't wait to make these worlds a reality for our clients. Those mobile users are the same demographic that will be VR users, and soon they will be readily comfortable transporting themselves to magnificent worlds by simply putting on an HMD.
TMC: Anything else you'd like to add about the impact of virtual reality?
BD: VR is a new frontier. Many people, such as business owners, marketing executives, and content creators, have ideas about how they can use it to impact their respective areas of control but have fears about the project’s complexity or high cost. We encourage anyone that wants to have a conversation about how they can make VR a part of their business strategy to contact us. We are more than willing and ready to share our excitement about this new medium, and determine ways that positively affect a company’s bottom line. Let our business and creative teams make you leaders in your industry.
Finally we would like to once again say thank you. These are exciting times for us. Any opportunity we have to share our virtual experiences (with one person or many) is a great one. Stay tuned as we continue to journey forward and redefine reality as we know it.
Do you have questions for Bernardo or comments about VR technology? Please reach out to us the comments section.
All photos courtesy Greenfish Labs, used with permission.
As Chief Marketing Officer (CMO), Bernardo is responsible for leading Greenfish Labs’ overall marketing strategy and commercialization efforts. As a data-driven strategist and research expert, Bernardo brings a wealth of experience helping leading pharmaceutical, higher education, and tourism organizations maximize opportunities in decision-making by providing strategic consultation and insight generation. Bernardo is fluent in English, Portuguese and Spanish, and holds a B.A. in Marketing from Southeastern Louisiana University.
Greenfish Labs is a virtual reality (VR) media company, whose mission is to transform consumers’ experiences through immersive VR content. Their products and services include: VR Live Streaming, VR Media Production, VR Application Development, and VR Business Solutions. Greenfish Labs is headquartered in Lancaster, PA. Follow them on Twitter, Facebook, LinkedIn or Instagram.
Tara M. Clapper is Technical Editor (blog editor) at SEMrush and Senior Editor at The Geek Initiative, a website celebrating women in geek culture. Tara is a prolific content creator, having written thousands of blog posts, small business websites and other inbound marketing content through the course of her career. Tara enjoys blogging about SEO copywriting, content management, corporate culture, personal branding, networking and LinkedIn. She has over a decade of experience in digital publishing. Connect with her on Twitter @TaraMClapper.