Robert Rice is the Founder and CEO of Transmira, Inc. the developer of Omniscape, an XR platform seamlessly blending Augmented and Virtual Reality together, focusing on location and monetization. He is an experienced technology and startup executive and advisor with over 25+ years of experience. Noted as an Internet Gaming Pioneer by Advertising Age magazine in 1996, Robert was also called a “Founding Father of the Digital Nation” in 1998 by The Raleigh News & Observer. He is an authority on mobile augmented reality, persistent immersive environments, virtual reality and worlds, massively multi-user online games, and simulations. Robert coined the term “XR” in 2014 as an umbrella term for AR, MR, and VR together or in seamless combination of each together. It is now an industry standard term.