Today's conversation is with Kris Kolo. Kris is the global executive director of the VR AR Association, an international organization designed to foster growth, knowledge and connections between its members. Previously, Kris was an executive at Verizon and Toys R Us applying AR technology to business needs. at Toys R Us Kris was working on digital in store initiatives and shopping solutions, piloting the AR solution for Metaio which went on to be acquired by Apple. At Verizon. Kris was responsible for media entertainment and location based apps and platforms, where he collaborated with wiki tude to integrate AR into horizons GPS navigation. As an entrepreneur, Kris was the co founder of spine Inc, a Silicon Valley startup focused on geolocation technologies that was acquired by Trimble and Kris published a groundbreaking book local positioning systems on geospatial and location based services. Kris also holds graduate degrees from MIT. In this conversation, Kris and I chat about mapping and positioning in the early days of mobile, as well as the challenges and benefits of remapping the world for AR. Based on his insights from the association, Kris talks about what's working for VR and AR and healthcare and enterprise. He describes what he sees is a big challenge hindering adoption, and the impact of Facebook's commitment to VR and AR on the rest of the market. As reminder, you can find the show notes for this and other episodes at our website, the AR show calm. Let's dive in.