ViewAR enters the elite.

Gartner Inc.’s 2017 Cool Vendors research examines digital disruptions and potential disrupters that will change our relationship with technology forever. ViewAR is one of them.

ViewAR has become a member of a worldwide selected elite. A recently published report by Gartner Inc., the world’s leading information technology research and advisory company, places the Austrian company on their “List Of Cool Vendors” amongst the hottest technology providers on the planet. 

“Up until now, the results of the digital revolution have been varied. In some cases, such as with IoT, advancements have caused great shifts in both technology and business, while in others, it has caused more struggles to emerge,” said Darryl Plummer, vice president and Gartner Fellow. “For example, with all of the new customer data being generated and collected, organizations are striving to find the line between a personalized customer experience and one that customers feel violates their privacy. This is but one indicator that the flip to digital — or “DigiFlip” as it is sometimes called — is not a simple transformation but is instead a complex relationship of digital and nondigital opportunities.”

What Cool Vendor means

CIOs and IT leaders realize that disruption will become the norm as the flip from the predigital universe to the digital universe occupies strategic thinking for years to come. Gartner Inc.’s worldwide search for outstanding performances results in a yearly published Gartner Inc.’s Cool Vendor List of companies which act in the spirit of transforming the world to a better place. Gartner Inc.’s definition of a Cool Vendor is a small company offering a technology or service that is:

Innovative — enables users to do things they couldn’t do before.
Impactful — has or will have a business impact, not just technology for its own sake.
Intriguing — has caught Gartner’s interest during the past six months.

Augmented Reality is no doubt a technology, which advanced to top notch in recent years, creating various complex systems to become mainstream in the digital revolution. ViewAR has found a way being both, innovative in its approach and scaling in many different industries. Still, the technology is in its initial steps rather increasing complexity than merging into simplicity.

Why Cool?

ViewAR’s coolness revolves around its ability to apply an array of digital technologies — 3D design, AR, virtual reality and mobile technologies — to help companies showcase their products and designs in an environment that increases engagement and decision making among their customers. Besides accelerating customer buying decisions and driving sales, such technology opens a path for additional benefits such as the reduction of product returns or an enhanced brand awareness. For a company in the consumer electronics industry, this enhanced customer engagement created an efficiency increase in double-digit numbers.”

“ViewAR applies advanced 3D design for creating mobile, custom business solutions that are cost- and time-efficient.”

In order to reduce the complexity of digital concerns, it is important to distinguish between three types of innovation that happen periodically — features, fads and disruption:


When a technology provider adds technology features to a new product, it often spurs changes in the way that technology is used or what it does. For example, Microsoft has historically added many new features each year to its Office suite. However, not all of those features are used by Office customers. Nonetheless, the breadth of features in Office has helped to cement it as a leading workplace collaboration suite. But, when viewed from a change perspective, the changes brought about by the cumulative addition of features tends not to be disruptive, but evolutionary.


Fads are short-lived bouts of excitement about something where the excitement is seldom rooted in the intrinsic nature or quality of the subject of the fad. As such, they come and go without long-lasting impact beyond the memory of the fad. Surprisingly, some key digital disrupters have sponsored and subsequently destroyed fads. Apple is considered to be a disrupter but the use of certain Apple offerings have yet to be shown to be more than fads. The shifts they are associated with, however, come from more fundamental areas of concern.


“These kinds of disruptive changes can shift assets, channels and capabilities of entire industries,” said Mr. Plummer. “Whether feature-focused, fad-obsessed or disruption-bound, CIOs, IT leaders and their technology provider counterparts cannot ignore the effect of the new digital landscape.”

Since Gartner first introduced the Cool Vendors report in 2004, more than 2,900 Cool Vendors have been profiled. A few Cool Vendors have gone on to become IT megavendors in their own right, while others have been acquired by megavendors and other industry stalwarts; however, some have simply disappeared from the radar. While the 2017 collection of Cool Vendors is not exhaustive, Gartner analysts have selected some companies to highlight based on their sense of how impactful they are today and can be in the near future.

However, ViewAR has made it to the international spotlight and will go on using its competitive advantage to reach out for even more. The whole Cool Vendor List can be reviewed here. 

 About ViewAR. ViewAR™ from Austria is a worldwide provider of Augmented Reality and was awarded with several awards such as the Auggie Award 2016 for the world’s best AR App and the Wirtschaftsoskar 2017, given by the Austrian Chamber of Commerce.