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May 10, 2017

Dell EMC imagines VR and augmented reality future with Nike

Dell EMC drives transformation with Nike partnership.

By Hannah Williams

It is day two of Dell EMC World and transformation seems to be the core driving force for this year’s show.

However, today Dell EMC took the crowd on a different angle with new product releases and announcements which it sees as a route to help businesses transform their workforce.

This is driven through the power of the Internet of Things, with the company announcing several products, partnerships and solutions in development of helping customers deploy IoT in full effect.

Jeremy Burton, EVP & CMO, Dell EMC sad: “We know that technology improves 10 times every 5 years. We’re going to get big into augmented and virtual reality and as we move into IoT, machines are going to do our work for us.”

Read more: Dell EMC World: Michael Dell pushes his cloud vision amid explosion of digital innovation

Burton went onto introduce a partner which the company recognises as one to deliver “immersive creativity,” and that is no other than footwear retailer Nike.

Nike partnered with Dell as part of its new partner program which it has since worked to deliver next generation technology to revolutionise the design of its traditional footwear developments.

Burton said: “These new technologies are going to change how fundamentally work is being done. Next generation footwear, really enabled by next generation technology.”

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Ken Black, VP of Digital Design Transformation, Nike said: “When you talk about and ask what the future is looking like, we have designers and innovators who look five years ahead to plan what we have to offer in the future.

“We’re aggressive on pursuing the environment. We’re going to use technology like this to enable us to go further.”

According to Black, Nike is familiar with placing technology DNA in all the innovations is does, and it is classed a key theme in technology today.

What is identified by Nike is that based on the progress of the company and the rise of customer demand, it is essential that the right tools enable its designers to pursue what is going on in the world of technology.

Dell CanvasWith the help of Dell and its Dell Canvas system, Nike’s designers have been able to imagine, see and feel the idea to then form designs through the use of natural creations through Dell’s canvas platform.

The platform demonstrated at the Dell EMC World keynote shows a way for designers to create the designs using technology to then innovate their designs from traditional vision to digital reality.

Similar to Augmented Reality, the platform as a whole enables users to gain access to the benefits of technology which allows them to transform their traditional way of working and also see the designs in digital before it is even developed in the real world.

Burton explained both Augmented Reality and Virtual Reality have been estimated to grow to $35 billion of software business by 2025, therefore ahead of this it uses the opportunities of innovation and partnership to increase the awareness of IT transformation.

This is noticeable as more and more business use cases emerge into the technologies of AR and VR. They are uniquely two types of technologies that redefines the relationship between people and information.

Following this, Dell EMC announced the launch of its AR/VR Tech Partner Program that will enable it to provide development tools, partners, software vendors and more with the ability to de-risk projects ahead of the immersive and more digital working environment to come.


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