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Most businesses\nhave the information and infrastructures they need to be more\nefficient and competitive \u2014 it\u2019s just a matter of having it all at\ntheir fingertips. RE\u2019FLEKT is working at making that process easier\nby creating a modular, scalable, open-source operating system for\nbusinesses to build their own in-house AR applications on top of.\nPresident and CMO Dirk Schart drops in to explain how.\n\n\n\n\n\n\n\nAlan: Welcome to the XR for\nBusiness Podcast with your host, Alan Smithson. Today\u2019s guest is Dirk\nSchart RE\u2019FLEKT President and CMO. Dirk Schart is a marketing and\ngrowth driven tech executive, whose current mission is to build the\noperating system for enterprise augmented reality. Dirk leads the US\noperations for RE\u2019FLEKT. Dirk is one of the first employees of\nRE\u2019FLEKT and is a funded company by global companies such as Bosch\nand BASF, and today plays a leading role in enterprise AR.\nPreviously, Dirk built the Digital Innovation Lab for Hyperloop\nTransportation Technologies, for which he continues to work as an\nadvisor. Within four months, he built a team and developed the first\nMVP, and he also directs the VR and AR team for Hyperloop\nTransportation Technologies. Dirk helps technology startups such as\nVisualX, VYON, and RiseStep. He\u2019s the author of two augmented reality\nbooks, albeit they\u2019re both in German, but you can get them. And he\nalso contributed to Metaverse, the book by Forbes writer Charlie\nFink. He founded the first AR blog in Germany, \u201cWE ARE AR\u201d\nand has been interviewed and quoted by leading media such as Tech\nCrunch, Venture Beat and Huffington Post. For more information on\nRE\u2019FLEKT, you can visit re-flekt.com. \n\n\n\n\nDirk, welcome to the show.\n\n\n\nDirk: Hey, Alan. Thank you very\nmuch for having me.\n\n\n\nAlan: My pleasure, my friend.\nThe last time I saw you was at Augmented World Expo, and I think we\nwere taking silly photos.\n\n\n\nDirk: That\u2019s true. But was fun.\n\n\n\n[laughs]\n\n\n\nAlan: It\u2019s always fun. And it\u2019s\nbecoming like a family, this whole augmented reality family and\neverybody\u2019s working together. And it\u2019s been wonderful. And the work\nthat you guys are doing at RE\u2019FLEKT is world class. And I really want\nto dive into the benefits of this technology and how you guys are\nusing it. Let\u2019s talk about that.\n\n\n\nDirk: Absolutely. So you already\nmentioned it in the intro; what we\u2019re doing is we\u2019re building the\noperating system for enterprise AR. So what does that mean? That\u2019s\nfor us the foundation of how enterprises will use AR in the future.\nLet me go back quickly and talk a little bit about how we started.\nThat makes it easier for the listeners. Back in 2012, it was really,\nreally difficult to create any kind of augmented reality\napplications. So it was completely different to what we have today.\nAnd we started to develop individually programmed applications. There\nwere no platforms. There was nothing at the time. And one of the\nfirst things we did is, we build an application for Range Rover. And\nthe reason for that was that they came and said, look, we have a very\ncomplex repair. It\u2019s about a few return line of a Range Rover car.\nAnd the mechanics, they always have problems doing that because it\u2019s\ncomplex. They don\u2019t do that every day. Documentation doesn\u2019t seem to\nbe perfect for it for that use case. They try PDF, they tried videos,\nbut result was the same, they couldn\u2019t fix the problem. So we built\nan application. \n\n\n\n\nWe showed it to them and helped the\nmechanic, because it guided them step by step through that repair and\nshowed them exactly at the point where they had the problems. \u201cWait.\nNow focus on it. Have a look. Double check before you do the next\nstep.\u201d And that at t