- Tech Insights
Bryson Hyte, Co-Founder & CTO at Reality Interactive, is a visionary technology expert who is enabling marketing teams of Fortune 500 companies and start-ups alike to launch sophisticated retail programs at scale across the globe. Founded in a deep hardware and software technology background, Bryson’s ability to bring strategy and creative disciplines together and intersect them with engineering is one of the reasons the company has been listed as a Marcum Tech Top 40 company (one of the fastest growing technology companies) for four consecutive years.
Reality Interactive’s creative team is encouraged to develop consumer experiences without being constrained by technological limitations. Based on the diverse technological needs of these solutions, the company integrates their highly-skilled team with specialized outside resources throughout the world, leveraging a unified set of tools and processes. Their Retail-Rugged® approach and culture is embedded into every project, allowing programs to function the same on day 1 as they do on day 1000 and beyond. For Bryson, Retail Rugged is not simply a set of checklists or KPIs to which engineering should adhere, but rather an organizational culture that allows for innovation while driving the risk of a project up front. The benefits of this ideology include increased speed to market, reduced total cost of ownership, and higher uptime.
"Our Retail-Rugged™ approach and culture is embedded into every project allowing it to function the same on day 1 through day 1000 and beyond.
According to Bryson, one common question he encounters from Fortune 500 companies is how to scale. With a wide array of emerging technologies, one of Reality Interactive’s roles is to identify which technology is stable and scalable before integrating it into solutions. “We have terms like ‘leading edge’ and ‘bleeding edge,’ the latter being technology which is promising but not stable for mass rollout,” says Bryson. In 2020, companies are looking for tighter integration between the front and back office systems, including better visibility into their specific channels and customers. “No more silos between marketing and IT, which require solutions to be developed with the same rigors of traditional IT but at the speed of marketing initiatives,” Bryson adds. In addition, since Reality Interactive services clients across many verticals, they have to be experts in many areas other than their based product offering. He continues, “some of the areas we are working in on a daily basis are cloud computing, mobile apps, ecommerce, IoT, peripheral integration, mesh-networking, and custom analytics.”
Reality Interactive is differentiated by their linked-value proposition. “There are providers that compete in one or two of the ‘links’ (Strategy, Creative, Engineering, Deployment, Field Services, Help Desk, and Analytics), but it is our ability to bring all of these to bear on a program and the intersection between them that ensures program success for our client,” explains Bryson. Future technology officers who want to make it big in the market should consider their business objectives, start with the end user in mind, and then work their way back through those objectives. “If they don’t intersect,” Bryson advises, “modify the business objectives.”
According to Bryson, the increasing capabilities of mobile devices are leading to more opportunities to leverage augmented reality within retail channels. “We aim to offer the most innovative technologies and solutions to take our customers to new heights,” Bryson concludes.
Co-Founder & CTO
We design, build and scale in-store and event experiences for global brands, retailers and agencies. Our services include Vision, Creative, Execution, Deployment, Analytics and Ongoing Support.