In January of 2020, after nearly 4 complete years working feverishly and with great passion and focus on the virtual reality market opportunity that seemed so bright and shinny and attainable in 2015… my colleagues and I at Pixvana made the painful, but necessary decision, to shut down our product and cease all of our efforts in the XR market. It was just, not, happening. We built something great, really the best v1 product i have ever been a part of in my 30+ years building software. It was elastic, it was cloud based, it had incredible VR native interfaces to build really interest and compelling immersive content. The Quest headset is pretty darn awesome (if only that had been the v1 experience for most consumers!) and we got *great* looking 360 and 180 stereo video working on it, over the network and offline, with a great end-to-end vr video publishing platform we called SPIN Studio. But in hindsight we were 3, or maybe 10 years ahead of any real inflection point in the VR market. After a blast of interesting products and innovation from the likes of google, msft, fb, and htc/valve… by 2019 our industry found ourselves in a ever smaller and nichier market with only FB/Oculus really pretending that there was any future anytime soon… and at their last developer event it felt like even they were just pretending. Soccer mom’s were featured prominently in their product advertisements while teenagers watched from the living room… really?
A fateful business trip that I took in the fall of 2019 to China and then Germany to attend the AWE event in Munich, provided both the death-blow to Pixvana’s VR dreams, and the inspiration to start something new from the ashes, which is what we now call Voodle. In China i had the chance to talk to some of the manufacturers of VR cameras. At the time we were still actively building support for these cameras in our Pixvana SPIN Studio cloud: we were teaching our system the nomenclature for the file naming conventions, the warp and optic parameters to solve high-quality stitches to 8k+ resolution master files, the LUTs for camera exposure gamuts… but these camera manufacturers one-by-one either did not engage with me (when they had in past visits), or, were blunt and honest with me and shared that they had ceased development and manufacturing, and in some cases had sold -through their inventory. VR Cameras were not going to be a thing… which as one of my colleagues said upon hearing, “well, that’s a signal” (understatement).
A week later at the AWE conference in Munich, the vast majority of interesting activity at the event was not with headsets but rather, with mobile phone screens. Screens at arms-length, and usually with the SELFIE camera as the primary viewing lens onto the world. As much as Snap and Facebook product managers raved about “over 1bn people are doing AR today with their selfie-cameras”, i couldn’t help but feel that a pivot into phone-based-AR applications using pixvana’s IP and brain-trust would be like signing up for another several years of equal or even greater disappointment.
This 1-2 combo of punches in my face finally snapped me to the realization that many other entrepreneurs had come to in 2019–AR/VR might just not be relevant right now in the world, in any appreciable business scale way. Why would Pixvana continue to spend time on the XR space? Well, after we huddled back at the office, we all agreed we couldn’t.
However, what did strike me as incredibly interesting… in a way that people of my age/generation sometimes struggle to fully comprehend, is just how much people like looking at their selfie-cameras. To take pictures and video of themselves to communicate with loved ones, all day, every day. Over the course of the next several months i started to pay much more attention to how the selfie camera was being used by my family and friends, and the ways and subjects that we communicated to each other in private networks such as Whatsapp and iMessage groups. That, is what led to the kernel of an idea that grew into Voodle.
Essentially, why is it that among my family and friends, almost all of my communications are image, video, and emoji or meme based:
Yet when i’m at work, i’m 99% grounded in text. Long TL;DR text in email applications like gmail, back and forth short messages with an occasional URL or small jpeg thumbnail in Slack or Teams, and sometimes sharing documents such as in Highspot or Onedrive or Google Drive. This schism is plainly evident when looking at my phone screen; if it is text, i’m working, if it is friends and family, it is photos/videos/images. This seems incorrect on many levels?
So what if our work related communications looked a lot more like how i communicate with friends and family? That’s the basic kernel of an idea that led us to create voodle.
A “voodle” is a short “video-doodle” that can be posted and shared among work colleagues. These may be insights into customers, competitors, operations, morale and culture insights… we are going to figure out together with our beta-testers. But what we can already feel with our early tests, is that it is *transformational* to communicate with work colleagues in a manner more similar to that we use with friends/family already. 2 billion consumers on their cellphones can’t be wrong!
We are working on voodle! I will write more about voodle soon. I’m excited, as is the team, to share voodle and voodles and voodle pools…