US XR Solution Company CEO Video Interview
Global XR Market Expected to Grow to 44 Trillion Won by 2025
Focusing Capabilities on Pioneering Future Markets
[Asia Economy Reporter Cha Min-young] "Korea holds a unique position to lead the global XR market, not only because of its extended reality (XR) technology but also due to its pop culture and content."
Jason Im, CEO of the U.S.-based XR solutions company Trigger, stated this in a video interview with Asia Economy on the 12th, highlighting Korea's strengths. He gave a positive evaluation not only from a technological perspective but also regarding Korea's status as a cultural powerhouse.
Im said, "I found it very interesting to see a flying dragon implemented with 5G augmented reality (AR) technology at a Korean baseball stadium," adding, "Recently, I was in charge of a project decorating a TikTok fashion show stage with AR technology, and I was overwhelmed by the performance of Korean female rapper CL who appeared in the show, feeling the power of K-pop as well."
XR technology connects reality and non-reality, encompassing AR technology as well as virtual reality (VR) and mixed reality (MR) technologies. According to MarketWatch, the XR market is expected to grow to about 44 trillion won (approximately 39.3 billion USD) by 2025. Domestically, LG Uplus is leading the future market development by building an XR alliance with global telecom companies and content firms, centered on mobile carriers.
Trigger, which is about to join the XR alliance led by LG Uplus, is an XR comprehensive technology company headquartered in Los Angeles (LA), USA, covering MR, VR, and AR fields. It is especially specialized in mobile device-based AR, including smartphones and wireless headsets. Its major partners include Lego, Disney, Lucasfilm, Verizon, and Qualcomm.
One of the driving forces that made Trigger a globally recognized company after 15 years was the 2017 AR technology-linked marketing project for the Disney movie "Star Wars: The Last Jedi." Im explained, "The 'Force Friday' experience was activated in about 20,000 stores worldwide," adding, "Star Destroyers flew over world landmarks from the Eiffel Tower to Easter Island, and Nissan cars in North America transformed into Star Wars vehicles."
Even before COVID-19, some companies in the film, music, and entertainment industries attempted to utilize XR technology. However, COVID-19 expanded demand to other industries, from sports to telecommunications. Im said, "The fastest to move was the sports sector, which actively sought to attract fans who lost access to stadiums," adding, "Customers stuck at home and feeling frustrated could meet their favorite team players in 3D form through AR technology as if they were right in front of them."
Trigger holds seven patents related to XR technology. As the XR market is expected to grow, patent disputes are also anticipated to increase. The patents currently held cover a wide range, from XR play to enterprise XR combined with NFC.
To expand its business area, which had been concentrated in North America, to Asia as well, Trigger is joining the alliance. Trigger plans to officially participate in the "Global XR Content Telco Alliance (XR Alliance)," for which LG Uplus serves as the inaugural chair company.
The XR Alliance, launched in September last year, is the world's first 5G content alliance, involving 10 operators across 7 regions. Notable members include Verizon and Qualcomm Technologies from the U.S., China Telecom from China, and KDDI from Japan. The alliance also released an episode of the project "Space Explorers: ISS Experience," set against the International Space Station (ISS).
Im said, "As a 'space enthusiast,' the episode filmed at the ISS was very impressive and an amazing idea," adding, "Although existing content companies have joined the alliance, they are VR-focused companies, whereas Trigger is AR-focused, so we will be able to showcase mobile app-type content."
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