Name: Thaisa Yamamura

Title: Head of XR Business Development

Company: Sony Electronics

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

THAISA YAMAMURA: I manage the partnerships for our extended reality (XR) offerings: Spatial Reality Display (SRD), a glasses-free 3D display, and mocopi—a portable motion capture device. My role involves establishing strategic collaborations to bring these cutting-edge products to the market.

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

TY: What I find most thrilling about extended reality is its capacity to craft immersive experiences previously unattainable. These products are reshaping the way our customers interact, create, and visualize content. In a world with a lot of 3D elements, where most content is generated using advanced software and tools, the idea of viewing it on a 2D screen seems counterintuitive to me. That’s why our SRD introduces a new visual medium, significantly benefiting diverse sectors in asset consumption and creation—whether in healthcare or entertainment. We’re truly expanding the boundaries of visual perception!

Watch Sony demonstrate its ELF-SR2 Spatial Reality Display at InfoComm 2023.

 

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

TY: With advancing technology, an increasing number of individuals will integrate XR into their personal and professional lives. Continual efforts are being made to develop innovative technologies and tools, ensuring a great user experience. An example of this commitment is our recent introduction of mocopi, a user-friendly mobile motion capture system. This device is designed for individuals of all technical backgrounds, empowering consumers to effortlessly generate their own content on the go, without the requirement of a studio or technical expertise.

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

TY: We are working on several ways to push the boundaries of XR technologies, aiming to create transformative solutions that enhance people’s lives. Our focus includes developing products designed to assist creators in effortlessly narrating their stories, and providing user-friendly tools to streamline their creative processes.

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

TY: We consistently participate in major XR trade shows and events around the country. Therefore, if you haven’t had the chance to witness mocopi or Spatial Reality Display, stay tuned for updates on our upcoming events where we’ll be showcasing them. These are two technologies that must be seen and interacted with to be best understood and appreciated. Our commitment extends to actively engaging with the community, seeking opportunities for collaboration, and eagerly welcoming feedback.