Chasing the Hype

At every conference I attend., I try to either interview or investigate what is currently happening with the big “3D players” of the past—some of the largest vendors selling to the education market four-five years ago, when the hype was at a high point. 

These days, these firms are not featuring 3D in their booths. Frankly, many of these sales people and manufacturers felt burned and betrayed by the educational market. They expected an avalanche of 3D sales and got only a dusting of 3D snow; they anticipated a gold rush of activity and only extracted a few nuggets. Their viewpoint, as expressed to me, was simple: if 3D doesn’t generate considerable volume in sales in the education market, they must move on to new and more attractive opportunities. These well-meaning manufacturers, integrators, and sales reps live for an avalanche mindset, delighting in the hopes of selling the “next big thing.”

Unfortunately, these folks fell for the trap illustrated in the well-travelled Gartner Hype Cycle.  They built their business sandcastles in the ebb tide of inflated expectations, only to lose their faith as the flood tides of disillusionment washed away their expectations.  The “next big thing” never panned out, at least in the realm of 3D in education. As VR now moves aggressively onto the world stage, will things turn out any different? See next week’s post for an answer.