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World's (possibly) first HoloLens startup promises mixed realities

Microsoft previously promised $100,000 to fund headset developers

A mobile upstart has claimed dibs on title of first HoloLens company. Object Theory launched Tuesday under the leadership of ex-Microsoft HoloLens Studio member Michael Hoffman and apps entrepreneur Raven Zachary.

The pair claim they will help companies create, develop and launch “mixed reality” applications for Microsoft’s 3D ski lens.

Object Theory defines “mixed reality” as apps ranging from augmented to virtual reality.

The company will offer software development, user experience, design, quality assurance, training, deployment, maintenance and support for HoloLens.

The company emerged the day after Microsoft promised $500,000 to researchers and developers building apps for the headset. Redmond called for academic papers with a view to selecting five winners who will land $100,000 in grants to fund their research projects.

Hoffman was principle engineering lead on Microsoft’s HoloLens for just over a year, leaving the software giant last month.

He worked on the Mars simulation with Nasa’s Jet Propulsion Lab that captured so much attention at the unveiling of HoloLens in January.

Zachary has build mobile apps for iOS for the 2008 Obama election campaign, and launched mobile apps for Starbucks, Whole Foods Market, the Democratic Party and Amazon, among others.

He sold his firm Small Society to Walmart in 2012, where he was responsible for mobile product management but left to help found Object Theory. ®

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