The Enterprise Cop-Out

Why the Enterprise Narrative

is Hurting Mass Adoption

Jack Dashwood

#AWE2016About: • Bringing Ultra-low power

computer vision to embedded devices

• Vision Processing Unit: The Myriad 2 VPU

#AWE2016Contents• What is the “Enterprise Cop-Out”?• Enterprise Amnesia• The Hidden Challenges of Enterprise AR• ….Why are we optimistic?

#AWE2016What is the “Enterprise Cop-Out”?The “Enterprise Cop-Out” is the practice of explaining away serious product limitations as irrelevant in, or even appropriate for enterprise.

Too Expensive? “Enterprise customers have the budgets to invest in this technology”Too Bulky? “Enterprise customers do not care about compact designs”Limited Versatility? “The technology is relevant now for narrowly defined enterprise use cases”

#AWE2016In other words:

Seeing enterprise as the “easy way out” rather than a unique opportunity with it’s own set of challenges.

#AWE2016Victims of the Enterprise Cop-Out

#AWE2016

#AWE2016Enterprise Amnesia

Boeing & Thomas Caudell, 1990 VW MARTA, 2012

Google Glass, 2013 Microsoft Hololens, 2015

#AWE2016Challenge #1: The Content Gap

#AWE2016Challenge #2: The Tracking Problem• Challenges in reliable tracking:

– Surface texture– Lighting conditions– Environmental factors (eg. Rust,

oil, dirt, damage)

• Fiducial markers – how do they scale?

• Most tracking approaches are still computationally intensive and do not lend themselves to always-on AR

#AWE2016Challenge #3: Knowledge Diffusion• Projects confined to silos within private

firms• Key learnings are rarely disseminated

amongst broader AR community• Narrow deployment limits thorough

and objective evaluation

#AWE2016We Keep Promising This….

Source: SAP/Vuzix

#AWE2016And delivering this:

#AWE2016So…why are we Optimistic?

• Companies are now attacking the 3 challenges

• “Big boy buy-in”• Concept videos are out, demos are in

Case for Enterprise AR has been made, now we have to deliver it!

Thank youJack.Dashwood@Movidius.co

m@JackRDashwoodwww.Movidius.com