Name: James Pietsch

Title: Director, Global Accounts

Company: Scalable Display Technologies

LAVNCH [CODE]: We know your title, but what do you actually do at Scalable Display Technologies?

JAMES PIETSCH: Scalable is a small company, so everyone wears many hats. I work internally with the management team and externally with customers and partners. I am involved in system-level consulting, project reviews, product development, marketing, and sales. I am customer-centric, focusing on ensuring a premium customer experience that aligns with our premium software offerings.

LAVNCH [CODE]: In your opinion, what is the most exciting thing about extended reality?

JP: I think extended reality (XR) has real potential to revolutionize many businesses and streamline operational inefficiencies. Unlike virtual reality (VR), where a user escapes the physical world, XR provides a technology layer to enhance and improve the world we live in today. One fascinating area is employee training, onboarding for complex tasks, allowing the technology to ‘guide’ a relative novice through a complex task that would have previously required highly skilled labor.

LAVNCH [CODE]: Where do you see the XR market heading in the next year?

JP: As with most technology, the applications drive demand. I expect to see more companies building out XR toolsets and databases that enable specialized tasks for various industries. I think XR will be more prevalent commercially for business applications with consumer versions to follow as XR wearables are cost reduced and content and applications databases grow.

LAVNCH [CODE]: What new XR products and services are on the horizon for Scalable Display Technologies?

JP: We are seeing an integration of XR and VR with large format digital displays. Scalable is uniquely positioned to sit between these technologies due to our experience in 3D rendering and alignment of virtual worlds to physical objects. Our business is rooted in military simulation, so integrating some of these simulation concepts into new wearable devices has been an exciting evolution of our technology.

LAVNCH [CODE]: Anything else you’d like to add?

JP: Be sure to check out our website—scalabledisplay.com—to hear about Scalable Display Technologies’ latest innovations.