Posted on January 4, 2017 by staff

How holograms are shaking up business


If you could see John Lennon or David Bowie in concert one last time, or hear a loved one’s final words from beyond the grave, would you?

What if you were a busy business executive and you could deliver a speech to all your global offices at once as if you were there?

These are the kinds of things that holographic technology is making possible.

Middlesex-based MDH Hologram delivers bespoke holographic solutions for its clients, from big-name celebrity appearances to political and corporate events.

Giovanni Palma is director at MDH and says holographic technology is changing the business landscape.

“Our technology has the ability to save a lot of funds and time in the long run, as it enables the client to be in multiple places at the same time or separately, live or pre-recorded, and appear when expected and not,” he told BusinessCloud.

“Imagine not needing to travel, with no safety issues or health issues due to too much travelling, and many of the other factors that multiple business owners face on a daily basis.”

This refers to telepresence which allows, for example, a speaker to be in multiple places at once. In 2015 the company helped Narenda Modi in his election campaign to become Prime Minister of India, beaming him to 126 locations across the country.

The experience gave Modi incredible exposure and next-level engagement with voters.

In some set-ups telepresence can also be interactive, with users responding to questions in real-time. Palma says innovative approaches like this that can set a business apart from its competitors.

In hologram technology brought the late rapper Tupac to life again for Coachella festival, which received 15 million YouTube views in 48 hours.

The rapper’s top two singles and subsequent album sales increased by 550 performances following his appearance.

Palma sees this extending into areas like holographic wills, where people will leave behind their last requests and gifts in holographic form, giving people a last chance to see loved ones one last time.

Using technology to do something creatively outstanding is a key element for Palma, and the company works closely with clients from concept to delivery to ensure they are providing something incredible.

“The technical world goes in parallel to the creative world,” said Palma. “Success comes when all of our human senses are touched by the event.”

While the team at MDH Hologram – which also has divisions in Italy, India and the USA – are starting to see holographic tech being used widely, the cost can be prohibitive for some businesses.

The company is currently working with big budget companies, but sees applications in healthcare, training and retail displays; however, for MDH the next frontier is cheaper solutions for education.

Having a teacher in front of students makes a huge psychological difference, says Palma, and in remote areas could save entire communities from migrating to big cities and losing their culture.

The ‘plug and play’ nature of the company’s lower-end technologies means that it’s no more complex than setting up a TV.