MXR Corporation – Next Generation Learning

Mixed Reality – The New Frontier In Learning

The Brothers Grimm would never have imagined that Snow White would be awakened by two technopreneurs in the 21 st century. Nor that Cinderella’s pumpkin can now be summoned by millions of children around the world.

Welcome to the new frontier of children’s learning – Mixed Reality; or MXR.

With a twist of a cube, fairytale characters come alive on screen at the command of the user. Displacing 3-D objects allows the interaction with on-screen characters, merging the physical world with the virtual.

Away in Asia on the sunny island of Singapore, a cutting-edge laboratory tucked away on the national university’s grounds is a beehive of activity. MXR Corporation, the brainchild of Dr Steven Zhou Zhi Ying and Professor Adrian David Cheok is hard at work. Founded in 2004, the incubation innovation company formerly known as MXR Cubes constantly seeks a synergy between technology and software capabilities. Today, it owns a number of patented mixed-reality products following its flagship creation – “wIzQubes”.

Cubes to Corporation – The Crux of Positioning

Before the launch of wIzQubes, MXR Cubes foresaw the problem in positioning itself – the conflict a result of its product-centric name. The board realised that for a successful go-to-market strategy, it was time to establish a corporate brand separate from its product brand.

StrategiCom is privileged to be appointed by MXR Cubes to identify a category each for the entity and the product.

With the synergies of both MXR and StrategiCom, strategic objectives including MXR’s corporate strategy, branding strategy, brand values and communications strategy were determined. MXR’s board also came together to identify MXR’s business category and factors of differentiation for the product.

The Corporate Brand

StrategiCom consultants studied MXR Cube’s responses from numerous brand and product strategy brainstorming sessions. The study revealed the need to re-position MXR Cube’s corporate name away from its flagship wIzQubes. Thus, MXR Corporation was born.

From MXR Corporation, a new corporate identity rightfully representing its business name was created. The website is now www.mxrcorp.com to ensure consistency in communications.

With a vision to be the leader in mixed-reality learning, MXR Corporation channelled its resources into hiring right; and R&D investments to continually innovate interactive learning.

The Product Brand

MXR Corporation’s passionate professionals firmly believe that mixed-reality is the next-generation of pedagogy, changing the way of learning and improving efficiency in education. When their first learning product was created, engineers faced the task of giving the newborn a name worthy of it flagship status.

Through the application of StrategiCom’s naming methodology Phero™, the name wIzQubes was derived.

With wIzQubes, parents are relieved of engaging their children’s flighty attention spans. Two cubes function as remote-controls as the rotation of each cube brings stories to life onscreen. MXR Corp engineers have created a make-believe world that draws the user into a fairytale of numerous possibilities. For parents, their child is thinking creatively while honing psychomotor skills in reaction to the moving story.

Next Generation Learning

Today, MXR Corporation is a sought-after organisation by global Fortune 500 companies. The brand strategy has catalysed the evolution of MXR Corporation into a dynamic technology-driven nesting ground.

wIzQubes has become the leading product in mixed-reality learning that promises the development of creative thinking skills in kids. Parents are ensured that their child’s concentration span is prolonged, while interactive intelligence is developed.

To founders Zhou and Cheok, there will always be new ways in making learning more fun and interactive for children.