Belfast-based Axis Three, a start-up company, launched innovative technology to produce high quality, 3D photorealistic images for such diverse applications as animation, games, movie special effects, education, medical training, research facilities and digital libraries at CeBIT 2004, Europe's leading technology exhibition at Hanover, Germany . The show runs from 18-24 March
Belfast-based Axis Three, a start-up company, launched innovative technology to produce high quality, 3D photorealistic images for such diverse applications as animation, games, movie special effects, education, medical training, research facilities and digital libraries at CeBIT 2004, Europe’s leading technology exhibition at Hanover, Germany . The show runs from 18-24 March.
Axis Three is among a number of organisations exhibiting on the Invest Northern Ireland stand: the others being the Electronics, Information and Communications Technology Institute; Queen’s University; and the University of Ulster. Axis Three will also be represented on the UK Trade and Investment stand.
Leslie Morrison, Invest NI chief executive, announced Invest NI’s support for the new technology with Martin Bradley, Axis Three’s managing director, and Sean Nelson, UUTech.
Mr Bradley, who has over 20 years experience in marketing technology products, is pioneering the innovative system that Axis Three has now commercialised and will be marketing globally.
In addition to support from Invest NI, Axis Three is being assisted by UU Tech, the university company which helps convert academic research into new business ventures. The company, which is based at the University of Ulster’s Technology Engineering Innovation Centre, has also secured bank support under the Small Firms Loan Guarantee Scheme.
Said Mr Morrison: “This is a potentially very exciting project involving a new R&D-led business which has developed original technology targeted at the global marketplace. The potential of the new technology, especially the opportunities arising from the demand for more visually informative solutions to replace existing 2D photographic images could be substantial.
“Invest NI’s objective is to help transform Northern Ireland into an globally-rated innovation country, an international IP (Intellectual Property) centre in which new ideas from the universities, existing businesses and start-ups are able to find the support they need from both private and public sector sources to turn these quickly into profitable ventures,” he added.
Mr Bradley said the new 3D technology developed by the company harnessed sophisticated software and hardware to deliver an end-to-end solution, which was “truly world leading in its performance and in the quality of the images it produces”.
“The potential world market for the system within the Internet alone is estimated at over £730 million as customers are demanding richer, more relevant content to support purchasing decisions.
“Unlike existing solutions for creating 3D content, our system will not be dependent on a high level of manual rework. Our intention is to provide a solution that makes it easier and more cost effective to create 3D images, which are photo-realistic, interactive and dimensionally accurate.
“We will offer the service directly to specific high value niche markets, but by technically ‘de-skilling’ the process we will have an attractive product to provide to existing graphic designers/photographers through partner agreements,” added Mr Bradley.
Mr Nelson said: “Axis Three represents a new generation of company; a high tech ‘spin-in’ that the university is attracting as an important element in its overall goal to encourage the commercialisation of its first class research.”
Axis Three has developed important technology and will draw on expertise across a range of departments within the university. In addition, it will offer career opportunities to graduates from these disciplines.
“The added value of the mixing of personal of spin-in and spin out in companies in the same physical locations should not be underestimated,” he added.