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Thursday 11 January 2018

Accenture extends reality with Mackevision

Accenture logoAccenture has already made waves in the augmented/extended reality space. Now, it is set to accelerate its progress, agreeing to acquire Germany-based Mackevision. Mackevision, which raised its profile as the award-winning visual effects team for Game of Thrones, offers computer-generated imagery and immersive content.

It was founded in 1994 and has >500 employees across Germany, the US, UK, China, South Korea and Japan. Its biggest success has been in the automotive industry, with clients including Audi, BMW, Hyundai and Jaguar. The use cases for its technology are wide-ranging, from online product configurators, to digital and print catalogues, to virtual showrooms, to point-of-sale kiosks, to augmented and virtual reality experiences. As well, as of course, broadcast video and feature films.

Mackevision will be taken into the Accenture Interactive fold, adding 3D visualisation, animation and visual effects capabilities to the portfolio. One of the key attractions for Accenture is Mackevision's ability to leverage engineering data to construct “digital twins” of complex physical products. Accenture sees the potential to transform product design and fuel next-gen consumer experiences.

TechMarketView’s research over the last 12-18 months has highlighted numerous use cases for VR/AR/XR, from helping customers and employees identify and pick items in store or in depot (see Tesco Labs ushering in the connected home), to service and maintenance type applications (see Apple intensifies enterprise ambitions with Accenture), to the gamification of brand marketing (see AR brand marketing app Snatch augments funding). And as highlighted in Business Services Supplier Prospects 2018, Accenture has invested in the space, recently launching its Accenture Extended Reality Practice, as well as ‘The Dock’ in Dublin, designed to be a multidisciplinary research and incubation hub for the rapid prototyping of solutions in emerging technologies such as XR. It also already has clients in this space, including BMW and Jeep. Now, not for the first time, it has chosen the acquisition route to accelerate its progress and position as a leader in the space.

Posted by Georgina O'Toole at '09:52' - Tagged: acquisition   ApplicationServices   M&A   digital   augmented reality   virtualreality   extendedreality  

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