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ITA 2015 Annual Meeting

By Fixed Documents

This agenda is subject to change without notice.

Special thanks to The Khronos Group and ImmersiON-VRelia for helping sponsor The Immersive Technology Alliance annual meeting and making these facilities available.  Refreshments will be served; arrive 10 minutes early as the meeting must start on time!


Wednesday, March 4, 2015 from 9:00 AM to 12:00 PM (PST)

SF Green Space @ EEFG
657 Mission Street
Suite 200
San Francisco, CA 94105

Public Portion

Recommended attendees include:

  • Press
  • Game developers and content makers
  • Immersive technology device and platform makers.

9:00AM – 9:15AM  A Year in Review of The ITA


Neil Schneider, Executive Director of the alliance, will give a brief description of why the alliance exists and discuss initiatives we have successfully completed as well as new developments in the works.

9:15AM – 9:30AM Open Immersive Technology Standards


Neil Trevett is the President of The Khronos Group, he’s VP of the Mobile Ecosystem for Nvidia, and is an active Advisory Board member of The Immersive Technology Alliance.  Based on member input, The ITA is committed to building open standards in the immersive space.  Neil will speak about what open standards actually are and the key markers that differentiate them from the other methods and classifications of standards / platform development.

9:30AM – 9:55AM The Role of Space in VR (Gear VR)


Alex Chu is an Interaction Designer at Samsung Research America in Dallas. He was the design lead for Milk VR, a 360 degree video service for Gear VR, and worked on the original Gear VR prototype.

VR provides an exciting opportunity to explore the potential of an immersive new medium. However, this technology holds a different set of opportunities and challenges for traditional two-dimensional designers. In this session, we will look at how space, environment, and perspective relate in VR, and how this interplay affected the design of Milk VR. Although this session is design focused it will not be highly technical and could apply to various VR related disciplines.

9:55AM – 10:45AM  PANEL: Where Will Immersive Tech be in Two Years?


Dr. Jon Peddie (Moderator) is one of the world’s foremost analysts in the world of graphics and processing technology.  He has authored several books including most recently “The History of Visual Magic in Computers”.  Among other things, he is also the publisher of Techwatch and advisory board member of The Immersive Technology Alliance.


Frank Vitz is Creative Director for the Frostbite team at DICE (Electronic Arts).  The Frostbite engine is the backbone of successful franchises like the Battlefield series, and Frank’s rich career has spanned both cinema and video games, and he has a strong history with immersive technologies.


Ethan Schur is the Chief Marketing Officer for ImmersiON-VRelia, a leading head mounted display manufacturer, and a developer of a metaverse platform called AlterSpace.  With a rich history in immersive technologies like VR and stereoscopic 3D, Ethan also served as the Chief Standards Engineer for TDVision and their contributions at SMPTE, SCTE, ATSC, 3D@Home, and CEA.


Bertrand Nepveu is the CEO & Founder of VRVANA, makers of the upcoming Totem VR/AR premium HMD. Passionate about VR, he’s the author of two patents in that field. When he can still find time, he enjoys doing Firmware programming for the Totem.


Colin Shin is the EVP and Co-founder of Siliconarts. Siliconarts develops an innovative ray-tracing processor that opens the door for better lighting quality in games, faster programming, and richer audio experiences. Siliconarts is seriously interested in developing VR-dedicated chip.


David Cole is a co-founder at NextVR, a technology and production company that specializes in 3D 360-degree video recording and broadcasting that makes it possible to relive experiences from remote locations.  David brings 27 years of experience in digital imaging, stereoscopic 3D research & development, business development and business execution. David has co-authored 14 patents in virtual realty and stereoscopic technology and three patents in adaptive computer learning technology.  David’s passion for virtual reality has been unwavering since 1993.

Private Portion

This is limited to members of The Immersive Technology Alliance

11:00AM – 11:15AM Neil Schneider, Executive Director, The ITA
11:15AM – 11:30AM Josh Farkas, Cubicle Ninjas
11:30AM – 12:00PM Group Discussion

Highlights of the private portion include:

  • A new initiative to get ITA member content showcased in retail stores at a national / international level.
  • Latest ITA marketing developments.
  • Where we go from here; group discussion.

Refreshments will be served.  We recommend arriving ten minutes early as the meeting must start on time.

Upcoming Meeting

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The inaugural Immersive Technology Alliance meetin will be held at the 2014 Game Developers Conference:

Confirmed Speakers Include:

  • The ITA
  • Technical Illusions (castAR)
  • Avegant
  • The Game Creators
  • Epson
  • I’m in VR
  • YEI Technology


March 18, 2014 at 9:15AM
NDA Room 262, West Mazzanine, South Hall
The Moscone Center, San Francisco

A basic GDC Expo pass may be needed to access the room!

How to Register

Email and include your name, title, and business.


This particular meeting is limited to press, game developers, and confirmed Immersive Technology Alliance members.  A confirmation email is required to attend!

Contact Us

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Members of the press who are interested in learning more about The Immersive Technology Alliance or are seeking an industry expert at encouraged to email


Email for a registration form.  Please include details about your company and contact information..


Tel. (905) 493-0896

Content Makers

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Thank you for your interest in joining The Immersive Technology Alliance.  Both non-profit and non-proprietary, our whole reason for being is to make immersive technology successful.  We measure success with the adoption of immersive technologies, customer satisfaction, and ultimately the sales of immersive content.  We represent the interests of content makers, hardware makers, and technology enablers in the areas of AR, VR, stereoscopic 3D, and everything in-between.

Why content makers should join The Immersive Technology Alliance:

  • Play a part in setting the standard(s) and/or expectations for immersive content development.
  • Get connected with industry leaders.
  • The industry will back you! Where possible and appropriate, alliance members will promote your content as part of their sales efforts.
  • The ITA will help ensure content compatibility with leading immersive technology and software.
  • The alliance is there to promote your content compatibility industry-wide. We have no proprietary interests, and we are a non-profit organization.
  • Reach immersive technology consumers and start selling products TODAY.
  • Benefit from industry leverage, and have a voice that will be heard and recognized.
  • Where possible, get valuable coverage at media-centric events.


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The Immersive Technology Alliance has two financial goals. The first is to attract enough members so that The ITA can exist, fulfill its mandate, and maintain an effective online presence for consumers and industry alike.

The second financial goal is to fund additional initiatives that will capture consumer and media interest, and help drive sales and growth for member companies. Examples include conferences, research reports, consumer events, joint marketing efforts, meetings, and more. This will be handled separately, and will be up for discussion during board meetings, membership meetings, and conferences.

One of our assets is Meant to be Seen ( / MTBS). MTBS is the leading consumer driven advocacy group for immersive technology. It features news, game reviews, and all kinds of compelling content. MTBS has tens of thousands of forum posts to date, earns millions of hits per month, and is regularly cited as a credible media resource. MTBS is also credited as the launch point of The Oculus Rift, the Virtuix Omni, the Minecraft VR mod, the Vireio Perception open source VR drivers, and several more community innovations with a rich history.

As an established hub for immersive technology consumers, The Immersive Technology Alliance has a special arrangement with Meant to be Seen that gives The ITA members inclusive promotional benefits. This is a critical feature for all companies interested in product sales and having direct access to their customers as soon as possible.

While discounts are not available for companies wishing to waive their consumer reach benefits, membership fees remain directly competitive with other alliances and organizations that do not possess this benefit.

GENERAL membership levels are as follows:

Basic $5,000
Contributor $15,000
Promoter $30,000

All values are in US funds, and do not include applicable taxes.

The above rates are for established technology making firms in  a commercial status.  Special pricing and packages are available for content makers, game developers and formative immersive technology companies.  The membership structure was purposely designed so that there are no financial barriers of entry for applicable content makers and committed immersive technology developers building a future in this space (within reason).

The following pages give a description of the tiers and their benefits.  All details are subject to change without notice.

Alan Price

The Team

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The Board  Directors

Alan Price, President

Alan Price is currently the CTO for Grantoo, a leading developer of games and gaming platforms that make it possible to translate video game play to meaningful donations that positively change the world.  Alan’s previous career was as CTO of Electronic Arts Canada, and his entire body of work is well respected in the industry.

Mark Fihn, Treasurer
Mark Fihn, Treasurer

Mark Fihn runs Veritas et Visus, a successful online publishing firm that specializes in industry newsletters dealing with all kinds of display technology among other things.  Much of his work is based on industry leaders writing the content directly, and there are few individuals with his level of credibility in this space.  Mark has also played a pivotol role in helping organize specialized market focus conferences that are part of Display Week by the Society of Information Display (SID).

JOM portrait smiling 1301x1623 retouched by MHM Hallmark 2 Customjom kaiser
John Merritt, Secretary

John Merritt has been a consultant in the areas of stereoscopic 3D, telepresence, and virtual reality for decades.   One of the contributions he is famous for is founding the Stereoscopic Displays and Applications Conference ( in 1990.  Having just celebrated its 25th consecutive year, SD&A is by far the oldest conference of this type, and it is considered required attendance for top academics and innovators in this field.

Executive Director

Neil Schneider
Neil Schneider

Neil Schneider is best known for founding Meant to be Seen (, the first modern stereoscopic 3D gaming community and the launch point of products like The Oculus Rift, the Virtuix Omni, the open source Vireio Perception VR drivers, and more.  Neil also served as Manager of Immersive Technology Services for the Faculty of Business and IT at the University of Ontario Institute of Technology, and was the founder of The Stereoscopic 3D Gaming Alliance which the Immersive Technology Alliance is born from.

Advisory Board Members

The alliance is very grateful to the following individuals whose input and ideas continue to help shape the alliance’s success:

john gaeta
John Gaeta

John Gaeta is Creative Director for New Media and Experiences at Lucasfilm.  He is an Academy Award winner for his visual effects design work on the Matrix Trilogy (“bullet time” and “virtual cinematography”).

Now an active advocate for high fidelity AR, VR and Holo Cinema, his visions and ideas have been very influential in the hopes and dreams of the modern immersive technology industry.

Dr. Jon Peddie

Jon is the CEO of Jon Peddie Research (JPR) and has been the foremost expert on the graphics and processing industries for some time.  JPR reports are considered an industry staple of reliable information on industry progress and changes.  Dr. Peddie’s expertise has also been exemplified in his latest book “The History of Visual Magic in Computers”.

220px-Neil Trevett Dinner Meeting
Neil Trevett

Neil Trevett is the President of The Khronos Group and VP of Mobile Ecosystems at Nvidia.  The Khronos Group is responsible for such standards as OpenGL, OpenCL, WebGL and more.

Habib ZargarpourHabib Zargarpour

Habib Zargarpour is Creative Director for Microsoft Studios.  A personal enthusiast for both stereoscopic 3D and VR, Habib’s visual effects credits include Star Wars Phantom Menace, The Perfect Storm, Star Trek First Contact, and more.  In the video game world, his expertise has been attached to multiple Need For Speed titles (e.g. Underground, SHIFT), 007 James Bond Everything or Nothing, and more.  RYSE: Son of Rome, a game he most recently worked on, got SIGGRAPH 2014’s award for Best Use of Real Time Graphics.

Project Holodeck / Survios

Front Page

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Welcome to the Immersive Technology Alliance (The ITA) home page!  Our reason for being is to make immersive technology successful.  Our markets of interest include augmented reality, virtual reality, stereoscopic 3D, and everything in-between.

The alliance’s membership is comprised of technology makers, content makers (e.g. game developers and film makers), standards groups, specialized consultants, and academic partners.

The alliance is non-profit, and is the same organization as The Stereoscopic 3D Gaming Alliance (S3DGA) with an expanded mandate and a formally changed title.  Despite the name change, this alliance has a demonstrated history and influence dating back to 2009.

Consumers are encouraged to visit Meant to be Seen, the consumer arm of The Immersive Technology Alliance.  MTBS’ site-wide registration is found under the Membership tab.

Meant to be Seen

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Meant to be Seen

Meant to be Seen (MTBS) is the consumer arm of The Immersive Technology Alliance. It was founded in 2007 and continues to be one of the largest gaming communities focused on immersive technologies; especially stereoscopic 3D and VR gaming.

Meant to be Seen is also credited as the point where the Oculus Rift was launched. MTBS’ discussion forums mark the spot where gaming pioneer John Carmack and MTBS Moderator Palmer Luckey first met.

Epson Moverio AR Glasses

Why Join?

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What Are the Current Industry Challenges?

The immersive technology industry is very much wild west. While there are a handful of financially backed efforts that are preparing consumer products, there are still countless ideas and innovations to come. It’s far too premature to lay claim to an “ecosystem” or standard for an industry that hasn’t been publicly released yet.

Furthermore, while each piece of technology has a strength on its own, it’s when all the pieces are connected that a truly immersive and memorable experience is achieved. This puzzle includes content creation, delivery and memorable consumption.

Another issue is that there is so much more to learn. We don’t yet know what the optimal user experience will be, we must continually explore the outer limits of what immersive technology is capable of, and the industry needs to nurture and explore as many creative ideas as possible.

Finally, user experiences to date have not been uniformly positive, and the willingness to market poor experiences can be very damaging in the long term. As this industry is in a formative state, even more so.

The Immersive Technology Alliance is uniquely positioned to help overcome these challenges. The ITA is non-profit, it’s non-proprietary, it has no vested interests in specific technologies, and its members and founders haven’t just watched history unfold – they’ve been part of it.

Existing Track Record and History

The Immersive Technology Alliance was originally known as The Stereoscopic 3D Gaming Alliance (S3DGA) and is based on the same organization, its existing membership, and the organization’s fundamentals. S3DGA was founded as a non-profit corporation in 2009 to represent the needs and interests of the stereoscopic 3D gaming industry.

Alliance 3D Gaming Exhibit

Just some of the organizations that have attached themselves to S3DGA’s work officially and/or unofficially include Electronic Arts, Sony PlayStation, Nintendo of America, Ubisoft, AMD, Dynamic Digital Depth, Panasonic, Blitz Games Studios, Microsoft Games Studios, The Khronos Group, and countless more.

Over the years, the alliance distinguished itself by being repeatedly featured in the gaming press, by raising funding for and partnering on research as it pertained to stereoscopic 3D gaming, and by helping build gaming events and technology demos to spread the word about S-3D gaming and showing what it’s capable of.

The alliance has also taken pride in helping its members network and better understand the video game market through meetings, personal introductions and joint efforts.