Overview:
The Mobile World Congress (MWC) 2024 in Barcelona provided a comprehensive platform for the global technology industry to showcase innovations and discuss emerging trends. This report offers an analysis of the XR Lab’s participation at MWC 2024 and its strategic implications.
Key Takeaways:
- XR Lab’s must focus on Immersive, Interactive, and Accredited Content. The XR Lab Unique Selling Point in the EdTech space is the embedding of immersive, interactive, and accredited XR content. The XR Lab must leverage AI technology to enhance user experiences. Many organisations in the education sector rely on passive experiences and purchasing of software. This is largely due to lack of commitment, understanding, or a long-term strategic planning of how to fully utilise Virtual/Augmented/Mixed Reality. Ensuring the XR Lab builds interactive content internally, will further position EEG a leader in the field. Furthermore, this approach, if executed correctly, has the potential to provide a financial income stream, to support XR Lab reinvestment in facility, technology and staffing. This would be achieved via the ability to lease or purchase created content from an EEG created LMS platform. Feedback from demonstrations and discussions reaffirmed the lab’s commitment to quality and innovation and supported our positioning as a leader in the educational XR space.
- The AI Wave and Continued Growth: MWC 2024 underscored the significant growth trajectory of AI technology, projecting exponential expansion over the next four years. This trend emphasizes the importance of integrating AI into XR experiences to remain competitive and meet evolving consumer demands and well as individualise user experience.
- Advantages for Established Businesses in the Sector: As an early adopter of VR, AR, and AI technologies in the education space, the XR Lab enjoys a strategic advantage over new market entrants. Its established position mitigates perceived risks and positions it for sustained growth and success in the dynamic EdTech industry.
Representation and Activities at MWC 2024:
- Showcase Demonstrations: Over the four days of MWC 2024, the XR Lab conducted showcase demonstrations, captivating a diverse audience of industry professionals, government representatives, and stakeholders. The immersive XR experiences and AI-driven content showcased the lab’s technical capabilities and innovation. The greatest success came on day 3, when the XR Lab ‘took over’ the Great Britian stand between 09.00 and 13.00. Showcase videos and Lab tours were shown on the GB main display seen. This proved very successful for engagement with MWC visitors and increased footfall, interest, and conversations. Private Meetings and Collaborations: The XR Lab engaged in private meetings with influential companies, including ARM, Microsoft, UK and European Space Agency, University of Barcelona, Unity, HTC Vive, IMAZTech, Axiata Digital Lab, Nagarro, Interdigital, Mobile World Capital and ysimulation. These strategic conversations facilitated potential partnerships, and explored opportunities for technology integration and knowledge exchange. Furthermore, conversations with Sarah Connolly (Department for Science, Innovation, and Technology), Tom Kirkman (Innovate UK) and Nick Johnson (Head of UKTIN) proved beneficial for raising EEG profile and explored funding opportunities.
- Meeting with Lord Offord: The XR Lab had the privilege of hosting a private meeting and demonstration for Lord Offord, the Secretary of State in the Department of Business and Trade and Minister of Exports. This exclusive session provided an opportunity to showcase the lab’s innovative XR solutions, and discuss potential collaborations to drive economic growth and technological advancement in the UK education space, Lord Offord was particular impressed by our approach to closing the gap between education and industry and our innovative approach to training at scale and removing geography as a potential barrier to access.
- UK-Based Collaborations: Meetings with UK-based companies such as Entopy, GQA Awarding Organisation, Hethal, Lotus, Norwich Research Park, Quickfire Digital, and Access to Words explored synergies for collaboration within the domestic market, fostering innovation and driving growth in the XR sector.
- The XR Lab’s success at Mobile World Congress 2024 extended beyond immediate engagements, as it secured a pivotal follow-up meeting with the University of Barcelona to discuss collaboration in create VR solutions for the Health sector as well as knowledge transfers and a student exchange program opportunity. As well as this connection, the XR Lab has a follow up conversation with Learning Solutions, a company specializing in VR-based online assessments. This collaboration underscores the XR Lab’s recognition as a key player in the intersection of technology and education, further solidifying its position as a leader in delivering innovative learning experiences.
- Through social media the XR Lab’s presence at MWC2024 caught the attention of the Associations of Colleges, leading to an invitation to participate in a stakeholder group aimed at shaping a new awarding body focused on AI skills development. This opportunity highlights the XR Lab’s role in shaping the future of education by contributing expertise and insights to enhance AI skills among practitioners and educators. By actively engaging in initiatives that promote positive advancements in AI education, the XR Lab continues to demonstrate its commitment to driving innovation and fostering digital literacy in the education sector. Whilst engagement with the AOC and their associated stakeholders for this project is important, we must not lose sight that VR, AR and MR are the fundamentals of the XR Lab. Building AI into the content will position us a true leader in the XR sector, however, a wider discussion about capacity, structure and staffing could be needed to ensure comprehensive engagement in all areas of strategic importance. A standalone Artificial Intelligence strategic plan is required not just within the XR Lab but holistic across all facets of EEG and the two must intertwin seamlessly.
- Investor Meetings for Funding Opportunities: The XR Lab capitalized on the opportunity to meet with potential investors during MWC 2024, discussing funding opportunities to support its expansion plans and technological advancements. These meetings aimed to secure strategic partnerships and financial backing to fuel the lab’s growth trajectory. We have a number of contacts and follow up meetings booked post MWC 2024 concluding.
- Strategic Direction and Market Positioning: MWC 2024 provided valuable insights into industry trends and market dynamics, guiding the XR Lab’s strategic direction and positioning. The emphasis on immersive, interactive, and AI-enhanced XR experiences reaffirmed the lab’s focus areas, while collaborations with established industry players validated its market relevance and potential for growth.
Legacy of Attendance for the XR Lab:
The XR Lab’s continued presence at MWC events could establish a legacy of excellence and innovation within the technology industry and provide a number of important Press and PR opportunities. LinkedIn was used to support this (post can be found here):
- https://www.linkedin.com/posts/tomlloydwsc_greatbritain-xrlab-mwcbarcelona2024-activity-7168613556207235073-DNyO?utm_source=share&utm_medium=member_desktop
- https://www.linkedin.com/posts/department-for-business-and-trade_mwc-company-directory-ugcPost-7167839829962006529-f6fZ?utm_source=share&utm_medium=member_desktop
- https://www.linkedin.com/posts/tomlloydwsc_mwcbarcelona2024-mwcbarcelona2024-activity-7168247073924960256-MEuj?utm_source=share&utm_medium=member_desktop
- https://www.linkedin.com/posts/tomlloydwsc_greatbritain-collaboration-transformingeducation-activity-7167991796625567744-2H7c?utm_source=share&utm_medium=member_desktop
- https://www.linkedin.com/posts/tomlloydwsc_greatbritain-activity-7167980352907526144-ewOj?utm_source=share&utm_medium=member_desktop
- https://www.linkedin.com/posts/tomlloydwsc_mwcbarcelona2024-eastofengland-suffolk-activity-7168937997218799616-FXxa?utm_source=share&utm_medium=member_desktop
… and further leads established as a result. Each year, if the XR Lab were to leverage MWC as a platform to showcase its latest advancements, forge strategic partnerships, and gain valuable market insights, this could support continued growth, investment and exposure opportunities. This legacy of attendance not only reinforces the lab’s reputation as a leader in XR technology, but also enhances its visibility and credibility on a global scale.
Recommendations:
- Update and iterate the XR Lab’s three-year strategic plan: Based on feedback and information obtained from MWC, the strategic plan for the XR Lab will be essential in providing a roadmap for the long-term success, guiding our vision, goals, and resource allocation. The strategic plan needs to be robust enough to provide clarity, but flexible enough to react to market changes and immerging trends. By anticipating and mitigating risks, the plan enhances the lab’s resilience to market uncertainties, while also fostering alignment among stakeholders towards shared objectives. Moreover, it enables the lab to adapt to changing market dynamics by incorporating flexibility and agility into its approach, ensuring it can capitalize on emerging opportunities and navigate challenges effectively. The plan will encompass the 11 projects currently underway and provide headline summaries that capture key information. The plan will also inform the direction of future projects acceptance that align with the long-term aim, and therefore have the greatest impact for Eastern Education Group. Ultimately, the strategic plan serves as a crucial tool for driving innovation, managing resources efficiently, and achieving sustainable growth in the dynamic XR landscape.
- Expand Strategic Partnerships: Leverage the relationships established with influential companies such as ARM, University of Barcelona, Entopy, Access to Words, Unity, Vive, and others to form strategic partnerships. Collaborate on joint projects, co-development initiatives, or integration of XR technologies into existing platforms to expand market reach and drive innovation.
- Increase partnership working with business community. Following a conversation with the UK and the European Space Agency, we have agreed to explore how Eastern Education Group’s FE and HE students, as well as our in-house development team, can work in partnership to improve current VR solutions used by the UK Space sector for school and business engagement. A follow up meeting has been booked for April 2024.
- Investor Engagement Strategy: Develop a targeted investor engagement strategy to capitalize on the interest generated during MWC 2024. Organize investor roadshows, pitch events, or dedicated meetings to present the XR Lab’s growth plans, technology roadmap, and potential investment opportunities. Strengthen relationships with potential investors to secure funding for expansion and research initiatives.
- Government Collaboration and Funding: Deepen collaboration with government agencies, such as the Department for Business and Trade and Department for Science, Innovation and Technology to access funding opportunities and policy support for XR innovation. Explore grants, subsidies, or research funding programs to accelerate R&D efforts, drive technology adoption, and foster industry growth. Utilise new connections such as Tom Kirkman (Innovate UK) and Nick Johnson (UKTIN) to explore options and bid/grant writing support. Align with government priorities, such as digital skills development and economic growth, to position the XR Lab as a key contributor to national objectives.
- Market Education and Thought Leadership: Establish the XR Lab as a thought leader in the industry by sharing insights, research findings, and best practices through thought leadership articles, industry publications, and speaking engagements. Host webinars, workshops, or industry events to educate stakeholders on the benefits and applications of immersive XR experiences enhanced by AI technology. Position the XR Lab as a go-to resource for industry trends, innovation, and expertise, enhancing its reputation and visibility in the market.
By implementing these recommendations, the XR Lab can further enhance its market presence, drive innovation, and capitalize on emerging opportunities in the dynamic technological and XR sectors. The Mobile World Congress 2024 served as a catalyst for the XR Lab’s strategic growth and exposure to a wider audience. Through strategic engagements, collaborations, and investor meetings, the lab leveraged the event to reinforce its leadership in immersive XR experiences and AI integration. MWC 2024 provided invaluable insights into industry trends, guiding the lab’s strategic direction, and paving the way for continued innovation and success in the dynamic mobile landscape.
Images from MWC:
