Entropia launches virtual and augmented specialist offering EXR

Malaysia-based Entropia has launched Entropia Xtended Reality (EXR). The offering will focus on bringing immersive technologies like augmented reality, virtual reality and mixed reality to Entropia’s client base. 

The agency has appointed Graham Williams as principal consultant on extended reality. Williams was most recently founder and CEO of Interrobang and has built startups in the augmented and virtual reality space in Singapore and Malaysia. 

Entropia had also recently acquired Singapore-based Vostok VR. A note from Entropia said: “The impact of XR on business ranges from its ability to remove distance, provide access to experts more effectively, share information, and deliver new experiences for customers. 

“It is not just limited to marketing and advertising, but can be seen across the business value chain, from HR & training, retail/eCommerce, manufacturing, customer service, entertainment, healthcare and education.”

Entropia partner Ramakrishnan CN is now head of EXR. Speaking of the launch he said: “We are excited to bring the limitless possibilities of Extended Reality for business transformation. 

“These technologies can now help brands engage with both existing and prospective customers in real-time through new and unique experiences customised for their specific needs.

“Think immersive storytelling, product visualisation, virtual customer service, XR commerce and much more. With Entropia Extended Reality, we’re looking to the future, pushing boundaries once again, while changing and moulding the thin fabric of reality as we know it.  

“The technology is beginning to open up vast new markets for businesses, which is why our EXR core offering is a full spectrum of cutting-edge tech integrating strategy, creative, technology, data and production.”

Williams said: “To be human is to tell stories: who we are, where we have been, and where we want to be are central to our core and our sense of self. 

“In many ways, technology is simply the pursuit of better ways to communicate, which means XR is a natural evolution from cave painting, the book press, television and the internet. Blending the digital and the real, XR is a medium that finds the magic intersection between art, data and technology.” 


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