Case study – a look at an AR company

INDE (Independiente/ is a multinational startup that was established in 2011. In the span of five years, they have built up a solid company infrastructure with quality AR offerings in retail, event and museum space. I am doing a case study of this company so as to understand the team and product infrastructure behind the quality award-winning AR products they offer. A study of the individual skills of the team will help me to clasp the kind of talent we need to build a digital team that can deliver state-of-the-art augmented reality products, though not in such an extensive manner.

INDE specialises in using emerging technologies such as augmented reality, virtual reality, motion capture, computer vision and robotics to create next generation platforms that will change the way people interact with content. They have created award winning systems for clients such as AMEX, 20th Century Fox, National Geographic and many more.

They have a core team of 15 people with cross disciplinary skills. The CEO is an experience engineer by training and had extensive experience in different traditional advertising agencies. The team’s skill sets can be grouped in this way:


CEO cum Creative Director

COO (UK): “Corporate, commercial, business affairs and business development adviser with primary expertise in technology, media/advertising and sports/entertainment rights.

Significant corporate experience at board level, working with corporate and entrepreneurial management teams as well as private investors. Experienced business coach and mentor.

Specialties: strategy and business planning through to operational delivery; corporate advisory, including M&A, fundraising and business structuring – from start-up to insolvency and re-organisation; rights acquisition, exploitation, protection and enforcement; technology development and exploitation; business process outsourcing; media, advertising, and marketing, including sponsorship, endorsement and product placement.”

Business development

Head of business development (Italy): Responsible for the cultivation and development of new business for INDE products Worldwide.

Director – Business development (Europe and Western USA): “I’m leading the business development operations of INDE in Europe and Western US. Creating partnerships and cooperations is our main focus in these regions, so my team always keen to hear about new opportunities.”

Director – Asia region: Emma Ellwood-Russell is based in Hong Kong and oversees the business development of INDE in Asia.

Director – Canada: Leading business development and partnerships for proprietary immersed experiences including large screen BroadcastAR solutions, MobileAR and VR content as companions and extensions for cinematic presentations; and custom content solutions for head mounted display systems from Oculus Rift to Microsoft Hololens.

AR (Avenue Road) is Nigel Newton’s consulting practice. Currently focusing on innovation with commercial opportunities in emerging media and technology, developing and managing strategy for content development in Augmented Reality and Virtual Reality and the use of behavioural mapping in client problem solving to produce measurable outcomes.


Director of operations (UK): “I am a well-rounded manager and digital media professional with experience in general management, startups, strategic planning, project management and procurement, as well as well as software development, augmented reality, TV broadcast, advertising and animation production. My experience includes producing and managing IT and Augmented Reality projects of various types, live interactive television shows, documentaries and animation films. I have a strong background in managing multinational teams of up to 100 employees, being responsible for high budgets and strict deadlines. As a production director within advertising, I am managing augmented reality campaigns using cutting-edge technologies in high quality 3D animation, computer vision, image-, object- and motion tracking.”

Director of product (Hungary): “I’m an experienced interactive product designer. My focus is on human centred design and lean processes for interactive systems.

Before joining INDE, I was the Creative Director at, the largest rich media advertising network in Central Eastern Europe. I have collaborated as a CG artist in Barcelona for AIS>BrandLab, developing interactive visualisation projects and design concepts for clients such as NCB Bank (Saudi Arabia), NBAD (National Bank of Abu Dhabi) and Choithrams (Dubai). I was also part of the Virtual Visualisation Laboratory of Barcelona Media, where I was involved in the development of interactive visual models, as an architect and CG artist.”

Digital designer (Sweden): “Graduated from Master of fine Arts in Gothenburg Sweden, specialized Product Design. The purpose of my design is: Look for problems, and solve them using analogies from the nature. My design has been present in exhibition in Gothenburg In Röhsska Musuem in 2011 and 2011 In Budapest in Museum of Applied Arts in 2011.”

Senior interactive developer (Hungary): Lead developer of INDE’s well known Appshaker Broadcast AR system, VERT VR, Present AR.

Augmented Reality, Virtual Reality, Mobile-multiplatform applications, Interactive installations, Kinect, OcolusRift, Robotics are the key technologies what I use mainly on Unity3d based development.

Sales and marketing

Account managers (UK): “As account manager at one of the world’s leading Augmented Reality production companies in the UK for more than 4 years I have gained significant experience in project management and site event coordination.”

Marketing manager (Hungary): “Main responsibilities:

– creation, oversight and coordination of social media content

– website management – strategy, content updates

– monthly newsletter coordination and generation

– updates of digital and print marketing materials

– event planning and coordination, representation at events

– coordination and generation of press releases for key product releases, events, campaigns

– management of all media enquiries / PR commitments”

(Team | INDE, 2016), (, 2016)

The descriptions of the roles above are taken from the individual staff member’s Linkedin accounts.

INDE has four basic product offerings:

  1. Broadcast AR
  2. Live avatar
  3. Hero mirror
  4. Mobile AR



  • Team | INDE. INDE. N.p., 2016. Web. 

  • Profiles from, 2016, Web.

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