Makers of The Metaverse: Jaya Janwani Of Eventcombo On The Future Of The VR, AR & Mixed Reality Industries

An Interview With Fotis Georgiadis

Solid knowledge of programming languages is a must. This industry relies on collaborative work from multiple disciplines, and therefore it’s important to ensure that you write clean codes that are understood by others to facilitate robust development.

The Virtual Reality, Augmented Reality & Mixed Reality Industries are so exciting. What is coming around the corner? How will these improve our lives? What are the concerns we should keep an eye out for? Aside from entertainment, how can VR or AR help work or other parts of life? To address this, we had the pleasure of interviewing Jaya Janwani.

Jaya is the Marketing Head at Eventcombo, a Web3 event-tech platform. She is passionate about improving human life and experiences through the use of technology. Her expertise in marketing strategies, team building, and business communication has helped many organizations expand their capabilities and vision, while building powerful teams to enhance operational efficiency.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you tell us a bit about your backstory and how you grew up?

I come from a modest background where ambitions and ethics go hand in hand. I grew up in a joint family where everyone, despite belonging to the business community, was aware that our privileges were hard-earned. My grandparents migrated from Pakistan to India, after the partition in 1947, and they, along with my father, encountered ample adversities and hardships up and close. However, my father’s strength and determination have always been commendable, for he never gave up and gradually built a business empire of his own, starting from scratch. I was brought up to appreciate the value of every single penny, and was never allowed to bask in luxury. My father used to say “if you want luxury, you must earn it yourself.”

Carrying that very inspiration and a zeal to earn the life I want to live, I moved to India’s silicon valley, Bengaluru, where I started my career. Although my initial compensation was nominal, which made surviving in a city all on my own pretty difficult, it brought me the satisfaction of being independent. And from there on, I never looked back and continued pursuing my goals. I always believed that hard work pays off and my journey so far has only strengthened my belief.

Is there a particular book, film, or podcast that made a significant impact on you? Can you share a story or explain why it resonated with you so much?

The Secret written by Rhonda Byrne is one of my favorite books that had a profound impact on me. The book emphasizes how thoughts can shape one’s life, which I not only relate to but have also experimented with. I was born and brought up in a small town and I always wanted to move to a city where opportunities are not meagre. However, my slightly orthodox family wasn’t very supportive of the idea. I had read about the power of thoughts and now it was time to apply it to my life. I began imagining myself in Bengaluru which motivated me to look for every opportunity that could take me there. I secretly applied for the Management Aptitude Test, and on the very first attempt secured a 100% scholarship from a reputed college. I moved to Bengaluru and pursued higher studies, which is when I understood how important it is to visualize your desires. Since then, Rhonda Byrne’s philosophy has been a constant source of motivation for me. I believe in investing my thoughts in things I really want to achieve and that helps me find a way to reach my goals. Sometimes, it might take a while, but being focused on your thoughts is the key.

Is there a particular story that inspired you to pursue a career in the X Reality industry? We’d love to hear it.

There isn’t any story to mention but I have always been fascinated by how technology can empower human experiences and revolutionize business models for the greater good. The advent of X Reality promised to step up operations in education, healthcare, entertainment, real estate, marketing, and much more in a way that is conducive to solving multiple challenges and generating greater value. I not only wanted to see how things progress, but I also wanted to actively contribute to it. Eventually, it led me to this industry where today I am involved in some phenomenal projects that ensure refined solutions for consumers.

Can you share the most interesting story that happened to you since you began this fascinating career?

One of the most interesting experiences has to be my involvement with Eventcombo’s annual flagship event — Eventicon. It’s one of the most sought-after industry events that welcomes thought leaders and industry icons from leading global organizations. Organizing Eventicon is a great learning experience, more so because every year we focus on the latest innovations that play a vital role in shaping the industry. At some points, it’s also a challenge considering its magnitude but nevertheless, those grilling few months always turn out to be an amazing journey. This year we are, in fact, organizing it at 10x scale, focusing on the Metaverse and NFTs, providing a glimpse of our latest offering Eventiverse™. We have already confirmed an interesting line-up of advisory members and speakers from leading companies like Microsoft, Infosys, India Blockchain Alliance, Allseated, and many more and are gearing up for power-packed sessions.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

When I started my very first job, I was brimming with excitement. I used to interact with clients and, being a novice, I often used to overcommit, agreeing to all of the client demands. Obviously, I infuriated my manager and one fine day when he questioned me “why do you commit to things we don’t have a bandwidth for”, I simply answered, “but why not, we have a good internet connection, right?” It was when everyone burst into laughter, I realized that he wasn’t talking about the internet bandwidth. I laughed along with them and quickly added “I was kidding” (I wasn’t, though).

What I learned was, that while excitement at work is important to keep up the energy level, a generous amount of composure is also to be blended with it to think things through strategically. I also learned you can beat awkward/uncomfortable situations with humor or a good laugh!

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

My mother is my role model and has always been a positive influence in my life. She taught me about the strength of character and guided me through some of my most difficult personal and professional endeavours. I remember once I was having a tough time acclimatizing to a new workplace, where bringing all team members on the same page was a bit difficult. My mother advised me to take the initiative to resolve the issue by focusing on some activity with a shared interest, where people can emotionally connect with each other. I organized a fun meet-up for the team where everyone was able to open up about themselves and were involved in some collaborative work. This not only helped me understand them better but also taught me how creative activities can influence group dynamics. The bond with my team strengthened and I also developed a better understanding of team building.

Are you working on any exciting new projects now? How do you think that will help people?

Currently, as a part of Eventcombo, I am working on the company’s most ambitious project so far — Eventiverse™. The concept of the Metaverse is taking industries by storm and the event industry has, especially, found an opportunity to elevate event experiences like never before. Our latest product Eventiverse™ is all set to enhance event planners’ capabilities by allowing them to configure events in the Metaverse with customizable venues, 3D avatars, integrated NFT marketplaces, and much more.

Hybrid and virtual events have become more common post-pandemic, owing to their increased reach and participation convenience for a larger audience base. Eventiverse™ can be instrumental in bringing virtual experiences at par with in-person experiences, by seamlessly blending physical world elements into the digital world and giving virtual attendees a stronger sense of presence. Additionally, event planners can further capitalize on new revenue streams by utilizing NFT ticketing and other features, to positively impact event ROI. In a nutshell, imagination is the only limit to what event planners can achieve in the Eventiverse™.

Ok super. Thank you for all that. Let’s now shift to the main focus of our interview. The VR, AR and MR industries seem so exciting right now. What are the 3 things in particular that most excite you about the industry? Can you explain or give an example?

1. A more realistic virtual world

AR, VR, and MR are some of the foundation technologies that are shaping the Metaverse, a concept multiple industries are bullishly pursuing. The Metaverse is set to be a more dynamic and personalized digital realm that gives users authenticity in experience. Coupled with other technologies, XR is playing a major role in ensuring that the digital world feels as real as the physical one. Thanks to these technologies, the computer graphics look so real, and 3D avatars enable users to traverse into the virtual world, interact with others in real-time, create unique content, and monetize them in a new virtual economy.

2. Enhanced communication

Communication with AI bots is becoming so convincing that it’s often difficult for users to identify that they are actually communicating with artificial assistants. Combine it with XR and there opens a new world where modernized chatbots can engage customers in more empathetic and meaningful conversations, by analyzing their needs and expectations. With VR devices, communication with other humans is also becoming more interpersonal where remote individuals can immerse in a shared 3D environment, creating an effective alternative to face-to-face communication.

3. Transforming workplace experiences

Workplace experiences are changing for the better with these technologies, enabling employees to connect digital information with their physical experiences. For a construction worker or a medical student, a VR headset could provide minute insights about their project, helping them to be more accurate in their work. They can maintain their situational awareness, absorb crucial information, and, at the same time, continue with their task at hand.

What are the 3 things that concern you about the VR, AR and MR industries? Can you explain? What can be done to address those concerns?

1. Privacy concerns

Privacy concerns in extended reality are huge, especially because the personal data used in this case are extremely sensitive and include our innate behaviors and thoughts. For instance, the eye-tracking technology incorporated in AR/VR headsets enables companies to collect unconscious responses to visual cues, giving insights into user preferences and thoughts. This might seem harmless, but if we dig deeper into the concept, this might also give away sensitive information like your sexual preferences and political inclinations which, if not managed properly, can prove to be risky for the user.

2. Accessibility

Although extended reality has proved its worth in multiple industries, its widespread adoption still requires some time and targeted efforts. Not only the cost but also its technical complexity makes it inaccessible to the masses. For instance, these technologies could revolutionize learning, but how many can have fair access to a VR headset? A very few, I believe, and this is somehow increasing the already existing social divide, creating elitist education systems.

3. Legal and moral concerns

We are yet to define laws that strictly apply to virtual environments and this creates a major concern for this industry. Suppose two people are interacting in a virtual environment and one assaults the other. Would it count as a crime? One can argue that in video games people shoot each other all the time but since VR, AR, and MR create much more immersive experiences, where users can even feel realistic sensations, an assault could be potentially traumatic. Also, the moral boundaries are tough to define. Imagine if someone creates a highly realistic 3D avatar of their neighbour and makes them do something heinous. How would this be addressed and who would decide the code of conduct?

However, like every other technology, extended reality also comes with a set of pros and cons. To address them, thorough research and understanding of the challenges and development of stringent regulations and policies is the need of the hour.

I think the entertainment aspects of VR, AR and MR are apparent. Can you share with our readers how these industries can help us at work?

The immersive experiences that VR, AR, and MR provide make these technologies so lucrative for the entertainment sector. Whether it’s Microsoft HoloLens — a headset that enhances the real environment by overlaying virtual holograms — or a VR headset that allows you to take a tour of the Eiffel Tower right from your living room, the possibilities of enhancing user experiences are endless. I think events, gaming, and travel, are some of the biggest beneficiaries, where entertainment can assume a new definition. Hosting events in the Metaverse by enhancing virtual attendee experiences can help brands up their game on many levels. Imagine a product demo where users can touch and feel the product. Experiential marketing is also taking a huge leap as brands can now provide curated experiences to users for promoting their products/services and creating a great first impression.

Travel companies can create realistic virtual tours for their customers where they can experience a place before booking the trip. Extending the use case further, the hospitality sector can leverage this by providing a virtual demo of hotel rooms and properties to help customers decide better through interactive and immersive experiences. The gaming industry has already long been using extended reality, which is only getting more sophisticated with time. The improved level of immersion encourages the gamers to stay in the games for longer periods and also invest in them.

Are there other ways that VR, AR and MR can improve our lives? Can you explain?

These immersive technologies can also provide opportunities to turn society towards more empathy and compassion. They have the potential to help people develop a deeper understanding of social issues and causes by partnering with organizations that work for the betterment of humanity. The UN Foundation’s Nothing But Nets campaign’s first VR film, called “Under the Net” was a fine example of the same. The award-winning documentary featured an 11-year-old girl named Amisa living in Nyarugusu Refugee Camp in Tanzania. The film helped viewers to actually experience Amisa’s life through her own eyes, including the devastation malaria caused to her family. Connecting people from all over the world to share experiences is the key to inducing more empathy. Content created for a social cause can have a greater impact on people when delivered through extended reality, which could lead to changed perceptions, improved actions, and better policy implementation.

Another aspect that I find very interesting and is gradually picking pace in this industry is addressing the staffing gap. With technology advancing by leaps and bounds, especially over the last couple of years, organizations are facing an acute skill gap. Instead of hiring full-time employees with expert skills for every area, it could be more economical and beneficial to have a resource pool of juniors/freelancers. VR and AR could help mentors better oversee/inspect work in real-time, and guide the resources. The technology could also speed up the approval and validation processes, since one expert can have visibility over the entire work without even being present onsite. Also, visual examples of good work and immersive experiences can promote a good work culture and a more unified work approach.

What are the “myths” that you would like to dispel about working in your industry? Can you explain what you mean?

Too often I have heard “technology integrations in event planning is just optional/a bonus.”

For a huge number of people, event planning is more of a glamorous job that doesn’t quite require technical prowess, because many believe events can do just fine without too much technology intervention. This is the most prevalent myth I have come across which now, in post-pandemic times, has subsided to some extent but not completely.

Technology has always been such an integral part of events and the new normal has only highlighted its importance. Bringing people together for a shared experience, a goal that every event chases, can be made so much more impactful using technology. Emerging techs such as AI and analytics play a vital role in assessing attendee expectations, for which now you don’t even have to wait till the event is over. Onsite data collection and analysis have made it possible for event planners to make real-time adjustments during the event. Events that leverage technologies, integrating them with event apps, wearables, etc., have, time and again, demonstrated a boost in ROI and impact.

And now, with the advent of immersive technologies like VR, AR, and MR, events can more efficiently bridge the gap between virtual and in-person event experiences. The Metaverse and NFTs have brought in a whole new world of possibilities, allowing event planners to seamlessly merge real and virtual worlds to create unique experiences. Additionally, there are micro-economies emerging, especially through web3 events, that are opening up new revenue streams and solving several daunting issues in the event space.

For many, technology integration in events seems like an added cost that only puts attendees through confusion and unnecessary complexities. I agree the widespread adoption of the latest technologies like the Metaverse and NFTs may take a while, but advanced technologies in events are an absolute necessity if you want to extract the true value your events are capable of generating.

What are your “5 Things You Need To Create A Highly Successful Career In The VR, AR or MR Industries?”

1. An understanding of how extended reality works

The purpose and applications of extended reality should be thoroughly understood. Core knowledge of concepts as well as the underlying technologies is important to build solutions that are truly valuable and generate revenue.

2. Programming skills

Solid knowledge of programming languages is a must. This industry relies on collaborative work from multiple disciplines, and therefore it’s important to ensure that you write clean codes that are understood by others to facilitate robust development.

3. 3D animation and modelling skills

3D software solutions are critical to designing successful augmented and virtual reality environments. It’s an amalgamation of technical and artistic skills. If you have a good understanding of color, light, and texture, and can blend these elements together smoothly and creatively, you can develop appealing 3D avatars and much more.

4. Constant upgrading of skills

Extended reality is progressing by leaps and bounds and to keep up with the innovations, one must keep upgrading their skills. To stay ahead of the competition and make your solutions truly valuable and unique in the market, a lot of technology analysis is required. Careful social listening and attending academic webinars can be helpful to understand where the market is heading.

5. A great understanding of UX design

The prime purpose of immersive technologies is to enhance the basic user experience, and therefore a good UX design is important to have your solution fully appreciated. This calls for investing time and efforts in understanding the elements that form a solid user experience and laying them out strategically, so your users are comfortable, enjoying, and at ease while using your products or solutions.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Certainly, a movement that highlights the importance of being healthy. Today our lives are fast-paced and we’re often involved in more things than we could manage comfortably. Consequently, a lot of people ignore their health, be it physical or mental. I believe, the wholesome development of our society is not possible until people are careful about their overall well-being. Given a chance, I would like to spread more awareness about the importance of a healthy body and mind and make devices that provide red alerts for ignoring health more accessible and popular.

We are very blessed that very prominent leaders read this column. Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch, and why? He or she might just see this if we tag them :-)

Well, on top of my list is a breakfast with my CEO, Saroosh Gull. He is a wonderful leader with a vision. I haven’t had a chance yet to meet him in-person due to the remote work model that we have, but I am really looking forward to it. And, if you allow me to have one more rendezvous, it would be with Rhonda Byrne who has been a great inspiration in my life.

Thank you so much for these excellent stories and insights. We wish you continued success in your great work!