3spin, Lufthansa and Adam Cohen bring 360° music video to New York Times app

I have amazing news: At 3spin we have partnered with Lufthansa German Airlines and musician Adam Cohen to bring a 360° short film and music video with Adam’s song “Love is” to the New York Times Virtual Reality app, Youtube and Facebook.

The video “Love is a journey” can be watched through virtual reality headsets like Google Cardboard and Samsung Gear VR or simply on your smartphone or desktop computer.

The film shows a young couple in a long distance relationship reunite after a long period of separation (well, who couldn’t indentify with that at some point in their lives? :-)). The love story starts in a flat where the protagonist packs his bag and peeks into a (mysterious) little box.

The journey leads the viewer from Hamburg in Germany via the airport to beautiful San Francisco. The video includes a ride on a San Francisco cable car and (thanks to Lufthansa) a scene on an Airbus A380 plane. Finally the protagonist reaches Torpedo Wharf near the Golden Gate Bridge where he has a little surprise in store (I won’t spoil it for you).

You can watch the video in the app or on Youtube.

A still from the 360 video. The viewer feels as if he rides a San Francisco cable car.

For the video’s music we teamed up with the amazing singer/songwriter Adam Cohen (if you wondered, yes, he’s the son of Leonard Cohen). When we asked his management what they thought about the short film at first we got no answer for a while. When the answer came it consisted of two words… “very cool” (thanks so much Jake/Adam!).

Adam’s song “Love is…” deals with the idea that love is always the same, no matter what gender one is interested in or which religious views one has. When we listened to to the song while producing in San Francisco we instantly knew it was perfect for our cause.

The idea for the story was inspired by Thomas Poursanidis’ personal relationship. He works for 3spin and is the the co-author/-director of the video. He’s been in the film business for years but he is also a graphic designer. I consider him a true expert in 360° filmmaking.

I wouldn’t even say it is necessarily good to come from the movie business alone as 360° storytelling works so differently. However combining knowledge from that business with know-how from other areas, especially user experience design and interaction design can be a perfect combination.

The video was produced in a special 360° recording technique with six cameras simultaneously. At most times the camera rig was mounted to the backpack which means you get to experience the film from the backpack’s perspective.

In this case we used GoPro cameras which were ideal due to their low weight and the limited space we were dealing with. As it is quite complex and time consuming to test a shot with a multi-camera setup we used a Ricoh Theta for our test shots. A big thanks to Ricoh for providing us with their latest prototype which wasn’t publicly available at that time. It was the perfect tool for us.

If you’re spinning around looking for the camera mount in the video you might be surprised. We removed the camera rig from the shots using 2D image replacement and morphing as well as 3D replacement techniques. 3D was necessary on the cable car due to the different light conditions on the backpack which we had to reproduce in 3D.

We filmed on location in Frankfurt, Hamburg and San Francisco. We picked a couple of interesting perspectives for you — starting with “being” the backpack, riding the escalator, lying in the plane’s overhead bin and riding a San Francisco cable car. That’s the cool thing about VR and 360° video. In every perspective you will feel as if you were really there.

As you probably know by now 3spin is developing Lufthansa’s virtual reality travel app, leading their 360 video productions and is overlooking all VR related activities. Until recently Lufthansa and 3spin focused on showing mood videos of travel destinations and in-cabin situations from mostly static view points.

By producing the love story video we wanted to prove how storytelling in 360 degrees can work over an extended period of time with different perspectives and moving images. We have tested the videos with viewers dozens of times before it turned out the way it is. 360° video is really disrupting storytelling.

Also, the decision to use music instead of real-world sounds in the video was a big challenge that had to be planned from the start. Usually in 360 video productions sound is a key element to guide viewers through a scene. In this case we needed to work with very understandable and obvious actions to ensure the story flow.

Have you thought about bringing a story to life in a 360 video? Please let me know if I can help you. We are pioneers in the area of 360 storytelling and I am happy to share our experience with you.


3spin and Kolle Rebbe develop interactive 360° billboard “Travel Compass”

Virtual Reality is a fascinating technology. And as I am such a big fan of it we are always looking for new ways to make it accessible to a wider group of people. This is one reason I love Google Cardboard.

Virtual Reality experiences can be created in a way that can be enjoyed by any age or target group. At 3spin we were very successful in that regard when we presented our Lufthansa VR Experience at the ITB in Berlin.

And of course we keep inventing. This time we have developed a solution that is not limited to events and goggles. It’s a new 360° billboard for Lufthansa that can even be used outside in the winter and in bad weather conditions.

If you have followed 3spin’s work you might remember our 360° “Digital Telescope” billboard that we have created for Mercedes-Benz with our colleagues at Waidmann/Post. It allows users to turn the billboard around 360° and view live video content enhanced with augmented virtual elements.

Mercedes Benz 360° Augmented Reality billboard
Mercedes Benz 360° Augmented Reality billboard

At the time we presented this project to our client Lufthansa coincidently our partners at Kolle Rebbe were pushing in the same direction and even convinced Lufthansa to use a huge outdoor screen instead of an iPad. We decided to join forces to develop this amazing device with our client.

By turning the billboard around 360° users can visit Lufthansa destinations. Take at look:

Lufthansa 360° Travel Compass billboard
Lufthansa 360° Travel Compass billboard

You can see how it works in this cool video.

We have produced 360° holiday videos specifically for this billboard at 6 destinations worldwide. Users will be able to immerse themselves at locations like Shibuya Crossing in Tokyo, Lombard Street in San Francisco or Lana Temple in Beijing.

On top of that we implemented an additional idea our colleagues came up with. We integrated a camera that projects a picture of the users onto a New York building street art style. This can be optionally shared on social media channels.

A new home — Welcome back

Well, this is going to be a short post.

If you have experienced problems visiting my website I apologize but for various reasons I decided to switch my provider and my content management system. Also, as you can see, I switched the domain to thomashoger.com.

The website is now back online and I hope you continue to enjoy reading about recent technological developments and my work at 3spin. Welcome back.

How to become a world leading film studio overnight? (spoiler: 360° video)

Update: Our programmer Christine is testing the Lufthansa Virtual Reality Experience on the Rift

I am currently spending the week at Berlin’s ITB, a big international tourism trade fair. At Lufthansa’s booth we are presenting a digital experience we have been working on for the last three months. When we started the project we knew that there was something we needed that no one had ever done before.

We needed 360° videos taken on a commercial aircraft.

It would have been difficult enough to find someone who had experience in producing 360° video at all but the requirement to produce it on a plane made it a real challenge. At that time (3 months ago) we were a design and technology company. As funny as it may sound — today I suppose we are a world leading film studio.

But let me explain. If you have followed 3spin’s work in the area of virtual reality you may already know that we have introduced VR Inflight-Entertainment and the first virtual reality app in the airline industry. And we have put ourselves under much pressure to keep up with this pace. We already knew that we wanted to do 360° video at some point.

For a company like Lufthansa Airlines it’s a real challenge to present their actual product at a trade fair. That’s because their product is a combination of a lot of things. It’s not just the seats, it’s not just the plane, it’s not just the people and it’s not just the surrounding services. It is a mix of all these factors that differentiate a “carrier” from an “airline”.

Virtual Reality allows companies like Lufthansa to present their USP. But VR in that case doesn’t mean artificial 3D modeled objects. Because that wouldn’t be very authentic and human which is exactly what makes the difference in the service business. So we knew we wanted to show guests the actual on-board experience. In way that wasn’t just for the sake of the technology.

We magically wanted a Lufthansa flight to happen right at their booth. In a way that guests would say “Wow, this felt so real. You are messing with my head.” and where bystanders would ask “Where are you?” and the guest would answer “I’m on business class” or “I’m in San Francisco” (which are now all actual quotes from guests at this fair).

And for that we needed 360° video. A video of Lufthansa’s service on board the plane that wouldn’t just show it to the user but that allowed for a truly immersive experience.

When we started looking for a company that would make the video to put in our VR software we quickly realised that we needed to search across the pond. But even in the USA there are just a handful of really skilled teams that produce 360° video. Through some connections we made contact with one renowned company. They told us it would be a very demanding task and that they liked to support us but didn’t have the time to do it.

Instead they recommended another studio. When we asked them they were very interested in making a travel destination video for us. However when we told them we wanted to film on a plane they gave me the feeling that we were crazy. And yes, they had every right to do so.

Filming on a plane in 360°? It means limited space, no natural light, no way to place sufficient artificial internal lighting and many more reasons to make you think twice. Limited space alone in 360° video is a real problem because of the parallax problems one receives when faced with objects close to the camera.

Apart from those technical challenges we quickly learned what artistic differences existed compared to traditional filmmaking. There is no camera angle. The user is the camera. And I can’t force the user to look where the story happens unless I want to make a bad VR experience. Because freedom is exactly what makes 360° video so unique. The possibility to look wherever I want.

In addition we wanted to make this an interactive experience and combine the 360° video with virtual objects that would appear in the user’s hand while he is holding a PS move controller. We knew the videos had to be planned accordingly so the user could have a seamless virtual experience.

You might guess it already — it became clear to us that we needed to produce this film ourself. So within a few weeks we have put together a team of individual experts in cameras techniques, storytelling, directing, post production and many more areas of expertise. Luckily almost all employees in our company had some kind of film background from their time at the university or previous work.

We needed to find ways to guide a user’s view with motion, sound and story elements specifically designed for 360° degrees. For example if the users looked to the front when sitting in the plane’s seat and we wanted him to look to his neighbour we would stop all primary actions in other areas. In his peripheral view we would let a flight attendant start walking into the direction where the new action was supposed to happen. When the users looked into that direction we started the story element.

Being at the ITB for a few days now I am glad to say it works in 90% of all cases. It is amazing to see this new form of storytelling and technology come to life. And I honestly still can’t believe how overnight we became the first film studio to ever make an interactive movie on a 747 plane (without even wanting to).

It is amazing how a “new” technology or idea can give relatively small companies a competitive advantage over most major players in the industry. When we made the film just one month ago I haven’t heard of a single Hollywood studio making official announcements in the area of 360 filmmaking.

But I am absolutely convinced this situation is about to change very quickly which is why we will work hard to keep pushing the boundaries. I guess the situation in VR is comparable to the car manufacturing industry where a company like Tesla could suddenly enter a business that has been dominated by huge corporations for decades.

I am very much looking forward to what is coming.

Update: We have made a video of the virtual reality experience at the ITB. Watch it here.

Who says a garage-size company can’t work for LEGO and Lufthansa?

OK, maybe “garage” is not the appropriate term any more since we grew quite a bit recently. But you could definitely still call us “small” for a technology company (and we’d definitely still fit in a garage :-)).

In the “agency” business — where 3spin originally came from — most companies our size are usually service providers who either work for relatively small clients or for larger agencies. In many cases the big client of that large agency wouldn’t even be aware of this. They hire the large agency and have all communication directly with them.

Clients and applicants alike are always surprised when they see the list of brands 3spin has done work for. And they are even more surprised to learn which of these brands are direct clients of 3spin with no agency in between. In some way it has become our true fairy tale to tell.

I can totally see how for a small company it may be intimidating to work for huge corporations at first. The perception that such corporations would never work with a small company doesn’t come without reason. Usually it’s true.

It makes sense for big companies to consolidate their work and communication by having very few large agencies who then delegate tasks to sub contractors. But there is one exception where corporations can profit from working with small suppliers.

It is… innovation. It is when your company can do something few others even dared to think about and even fewer have ever done before. Small companies are often much more agile. Having worked in the agency business I know exactly how large agencies can easily get stuck in their day-to-day business. It becomes much harder to innovate.

I am not saying they can’t be innovative, there are always exceptions. But usually innovation has many different dimensions and agencies are usually in the third one. So here are my three most obvious ones:

  1. Innovation on an education and research level. At universities you will get in touch with technology that you might not see in a real world use for another 5 years or more (I always remember how at uni we worked with the exact same kind of Augmented Reality technology that has become popular in industry-use more than 5 years later).
  2. Innovation on an early adopter level. This means a certain industry has been well aware of a market-ready technology for a few months and very few game-changers started using it because they realize how important it can be to their business. I call this “applied innovation”. This dimension is our focus.
  3. Innovation that has been worked with at a research level for many years, that is known to experts for more than a year and that has already been used by game-changers for at least a few months. Many mid-sized companies still consider this innovation and they are right to do so. In this dimension innovation soon enters the mainstream.So for many clients innovation can already be a year old before it is implemented. But as mentioned above there are certain businesses to whom innovation has to be extremely cutting-edge. That is because innovation can be crucial to their business for strategic reasons. I consider one such example the use of virtual reality in the tourism industry. This is how we’ve won Lufthansa.

    So these companies need to make sure they learn about the latest trends in technology first-hand. And that is exactly why they appreciate working with small tech companies.

    In addition there are  companies which even fall into dimension 1, working with technologies on the university and research level. Beside Lufthansa, LEGO is also such a company. They do a lot of research and are very open to explore new technologies — even if they know a technology might not be market-ready for another few years, may it be for technical or for social reasons.

    In cooperation with LEGO and the ITU in Copenhagen we experiment with new ways to use building instructions. Our idea was to evaluate the use of Augmented Reality instructions with smart glasses. We developed an app and made hundreds of user tests in different countries.

    However, while many small companies have already discovered the “innovation” label very few really do it justice. If you don’t want innovation to be the beaten term from a hand book you really have to live innovation. Innovation does not only have to be part of your company’s philosophy. People need dedicated time to do innovation.

    That is why at 3spin we have a so-called “labs” day precisely every six weeks. Our labs may even be more radical than at companies like Google who became well-known for this term. At 3spin employees do not even have to apply for labs and they don’t need to pitch to maybe get their “off time”.

    At 3spin “labs” honestly means that basically all employees have “one day off” every six weeks to spend their time on innovative ideas and technologies. All employees may enter their ideas into a database. On a fixed date before labs day the whole group votes on the most promising ideas. To work more efficiently small groups are formed who then pursue their idea for an entire day.

    At the end of the day all members of the group present their results to the others. If we see a promising use case for a technology or an idea at one of our (potential) clients we proactively present our thoughts to them. We don’t wait for clients to ask us to be innovative. We just do it. This gives small tech companies a real advantage.

    There it is — the whole secret of how we manage to work directly with clients like LEGO or Lufthansa and keep on doing so. OK, I admit that maybe the way of how to approach your potential clients still remains a mystery which I would love to discuss in another article.

    Does your company have innovation at its core? Are you worried huge corporations would refuse to work with you if you approached them? Don’t be. I can only encourage you to give it a try.

Why I love (and hate) marketing

You may have read our announcement two weeks ago. It still stands — Lufthansa was the first airline to announce their plans to trial VR In-flight Entertainment and they have been working on the idea for quite a while now.

Having said that I just read that Australia-based Qantas yesterday has announced the exact same thing. Being a very marketing-oriented person at my inner-most core I must say: “Well done, Qantas”.

And I really don’t mean this in an ironic way. I admire great marketing because as an entrepreneur it helps me to sell my dreams and hard work.

And this is an opportunity that goes especially for companies that are “smaller” than their competitors (if you allow me to use the word “small” for such huge corporations). Compared to Lufthansa, Qantas is much smaller.

Let me tell you something about marketing that I have been praying for years. Let’s assume I am really knowledgeable in a certain market. What does it mean if there is something in this market I haven’t heard of? Very simple. It means it doesn’t exist. Because if even I — as an expert — haven’t heard of it, probably almost no one else has. Which means it doesn’t exist.

I can think of a dozen examples in the tech world only. People have invented something but haven’t marketed it extensively. Which means someone can come along and claim a world-first. Marketing is a blessing and a curse. See this as an opportunity for your plans as an entrepreneur and marketer.

  1. Have you done something really cool and innovative? Then don’t make small announcements. I know this can be hard because of the heavy resource constraints you may encounter as a small company. But still. Try to go all in!
  2. Have you got a product that — after extensive research — you found out someone else has done before you? It doesn’t matter. If you had to do research to find it, you know what that means. Exactly. It means, it doesn’t exist. Go ahead and sell it.

As a small company try to make announcements about your ideas as early as possible. Because your competitors will make announcements even before they have started working on something. You will still have time to work on it after you have made the announcement. But be honest, because good marketing is truth well told.

You have been working on it for quite a while already? Even better. Then you really have a lot to talk about.

Are you a large corporation? Then this approach may not be necessary for you. There are many companies like Apple that at least did not use to care about early announcements. They wait until competitor products are on the market and then make them better and more beautiful.

Both can be successful strategies depending on your position but remember there will always be multiple truths in marketing based on media distribution and reception.

Lufthansa announces world’s first Virtual Reality In-flight Entertainment

Of course, on a good airline your holiday should already start on or even before the flight. But we all know it — with most airlines this is far from real. I have however always enjoyed flying with Lufthansa. That is (unfortunately) not because I can afford to pay for their amazing First Class.

No, one reason for this is their amazing free selection of Inflight-Entertainment content on intercontinental flights in Economy. There’s nothing better on a flight than realising I am able to choose from a selection that has just been released at the movie theatres. That way if I’m not able to sleep (which I usually am) I can easily spend a 10 hour flight watching 3 or 4 movies.

And this brings me to the point where I have a really amazing announcement to make. I am proud to say that today at the exclusive DLD conference Lufthansa and 3spin have revealed their plans to … (this is the part that has given me goose bumps for days :-)) … trial Virtual Reality IFE. Lufthansa has been quietly “playing” with Virtual Reality for a couple of months and is now ready to share this with a group of entrepeneurs and influencers in Munich.

As you might have read earlier Lufthansa is the first airline to have their own mobile virtual reality app which is being used in mobile situations such as direct sales. IFE is just such a mobile situation. You guess it, IFE is usually a very integrated part of an aircraft and therefore complex to develop, install, maintain and update.

Which is exactly why in parallel to stationary systems, airlines like Lufthansa are also shifting into the direction of BYOD (bring your own device). Many guests bring their tablet PC and phones on the plane already. So why not use these mobile devices to be innovative and quickly deliver a VR experience on the plane.

In my opinion IFE is the ideal platform for 360° entertainment and VR goggles allow for an amazingly immersive experience that beams the wearer right into another world. And that is exactly the world Lufthansa is associating itself with — travel destinations. That way I will be able to virtually sit on a beach already while I may still have a 3 hour flight ahead of me.

And I don’t only think of this as a means of relaxing (which it obviously is) but also as a way to prepare myself for the arrival. Basically I can watch a 360 travel documentary of the destination I’m currently flying to. And I can watch one of my next dream destination on the way back home.

Is 360° In-flight Entertainment something you’ve been waiting for? Then watch this space. I will keep you updated on the latest developments at Lufthansa.

Lufthansa first airline to announce their own virtual reality app

Update: Revealing our latest virtual + augmented reality work for Lufthansa and LEGO
Update: Revealing our latest VR / AR work for Lufthansa + LEGO at a lecture at Darmstadt University

If you have attended my lecture at Darmstadt University earlier this month you can now guess what’s coming.

The university — where I’m a regular lecturer in digital trends and product design — has been the first place where we introduced our Virtual Reality plans at Lufthansa to the public.  In a speech about the significance of Augmented and Virtual Reality for our clients we presented our work for LEGO and Lufthansa.

And now I am happy to reveal to everyone outside the classroom that 3spin and Lufthansa announce the first mobile Virtual Reality app in the airline industry.

When we started working on Virtual Reality with Lufthansa early this year we sure were one of the first airlines to think about this topic at all. Which is quite surprising after you realize the potential for the industry. Since then a lot has happened and this is just the next consistent step in our strategy.

Virtual Reality has turned out to be one of the most progressive technologies for the travel business. In my opinion it may be just as important as the introduction of the first iPhone (I can feel the tension rising after saying this). Honestly, some day VR might even become a competitor to travel but we are still far from that.

As of today what travellers are seeking is inspiration. Speaking from an airline perspective they want to try before they fly.

And VR can be just that. The most immersive and emotional travel inspiration ever seen. Clients can explore far away places in a very authentic way. This desire is really nothing new. In the early days people looked at photos in the travel agencies’ magazines.

This was disrupted by platforms like Trip Advisor that now allowed for user-generated content. Actual travellers shared photos with potential guests. And then there is Google Earth. People revealed if there really wasn’t a highway between the hotel and the beach. In Google Street View travellers even started roaming through the surrounding neighbourhoods of their next vacation spot.

Finally there is Virtual Reality to do all of these things in a really immersive way. And of course we want to make sure customers can do this whereever they are. So it is just logical for us to introduce a mobile app to do this. That app will first be given to sales staff as a tool to show to their customers while on the road.

But believe me, we have many even more distrupting ideas and plans which I can’t tell you about right know. Wait for our next official announcements and let your imagination run wild :-)!

Why I’ve quit my well-paid job for a “start-up” life

For the last four years I have been working for Schaller & Partner. To many the agency’s name might not instantly ring a bell. However it’s one of Germany’s 20 largest owner-managed marketing agencies. When I joined them in 2010 they were doing very well but — having been founded in the 70’s — were shaped by the print era.

A friend who worked for them as a graphics designer introduced me to Dieter Schaller, the owner and CEO who asked me to help them establish a digital expertise. I soon took the lead of a digital department within the agency that supported the individually run business units in delivering amazing digital content to their clients.

It worked extremely well and we quickly had a reputable name in the digital business, developing websites, apps and experiences for renowned international brands such as Bosch, BASF, Michelin and John Deere. I had great colleagues and yes, the job was well paid too.

You could say there was no reason to change anything. Still I decided to do so. Why? Well — as cliqued as it may sound — I realised my heart longed for more. I missed a very specific entrepreneurial spirit and I desired to develop products that in my eyes went beyond short-timed marketing campaigns.

At the same I have been in touch with my friend and former university classmate Oliver on a regular basis. Before I started working for Schaller & Partner he decided to start the digital agency 3spin in Darmstadt which quickly grew to 8 full-time employees.

We always talked a lot about ideas and business. Finally when Oliver asked me if I wanted to work with him to take the company to the next level I agreed — even with the knowledge that in the beginning I would earn less and work for smaller clients than I was used to. But now it is completely up to me to change that.

And even though 3spin has now already been around for 6 years it still has the “start-up” feel to it that I was looking for. The potential to shape something that has a real meaning and an importance to my life while already having a solid base of skilled digital experts to work with.

We plan on shifting 3spin from a sub agency service provider to a design and technology oriented product company that markets its products directly to large corporations. I am very much looking forward to my new challenge. Strategic product and business development at 3spin.

Do you have the desire to change something in your life? I can only encourage you to take a similar step and start your own business or work for a fresh young company that can provide an environment which lets you use your full potential.

360° virtual reality movies are going to change Hollywood forever

Have you heard of the Oculus Rift? No? Then you have really missed something. Let me introduce it to you. Basically it’s a screen strapped to your head. But the most important part is that the image on this screen changes based on where you are looking at. This happens through sensors in the display that recognize your head movement. That means you can actually look around in a 3D scene.

While Virtual Reality is nothing new and has been around for ages the Oculus Rift has made a big step forward in this area. The problem in recent years was that hardware couldn’t keep up with inventors’ imaginations. It could never deliver an experience that wouldn’t result in people having to wear 20 kg on their head or instantly (excuse me) have to vomit after wearing the device for more 10 seconds.

This is because if the image on the screen doesn’t match your head movement almost 100% accurately there will be a difference between what your eyes see and what you body feels. Your brain will think you were poisoned and tries to get rid of whatever drug you seem to have taken.

The Oculus Rift is still an early prototype but Palmer Luckey and his team have managed putting together a set of hardware and software that almost entirely avoids this past effect.

The development of Virtual Reality — besides military use — has always been pushed mainly by the game industry. But while everyone is now talking about VR games a different industry instantly came to my mind when I got my hands on one of the first Oculus Development Kits — Hollywood. Who wouldn’t want to sit on the deck of the Black Pearl while Jack Sparrow is fighting the Kraken in 360° all around you. It would be a mind-blowing experience.

And let’s be honest (I know a lot of people would love to start a shit-storm on my blog now): TV and cinema haven’t changed for 100 years. At least from a drastic conceptual point of view. Yes, there came sound. Yes, there came color. Yes, there came higher resolutions. And yes, there came stereoscopic movies. They call them Digital 3D and RealD and what not. But let me tell you, they have burned these terms for the real 3D revolution to come.

TV has been a flat screen in front of you for most of its time. And I am convinced we are now facing the biggest disruption the industry has seen since the invention of the TV. The only question to me is: When will Hollywood recognize it? This is an amazing opportunity for entrepreneurs to gain market shares in the film business.

Of course 360° videos will be incredibly expensive to produce but there will be creative ways around this problem. Just think of the Blair Witch Project. Horror movies have been around forever and no one would have thought that someone with a 60.000 dollar budget could ever produce a horror movie that makes millions at the box office. The same can be the case with 360° videos.

And sometimes when really big industries are at the verge of a technology revolution there comes the chance for new players to enter the market while giants will fade. Any way I am convinced that Virtual Reality is going to change the world. Let’s talk again in a few years.