High-tech HoloDesk heading for Cloud

Transparent screens, similar to those featured in Minority Report, will go on display at the Cloud. Photo / Supplied

An Albany company which sells audio-visual interactive technology is hoping to introduce its products to a wider audience in the Cloud on Auckland's waterfront during the Rugby World Cup.

Ice AV will display its interactive HoloDesk in public for the first time. The transparent screen has been bought by DJs overseas who are using it instead of traditional mixing consoles and turntables.

The technology, similar to that used in the movie Minority Report starring Tom Cruise, allows audiences to see DJs in action and could be applied to shop windows and expos where customers could manipulate interactive screens.

Ice AV's managing director, Kevin Andreassend, said the systems could sell for between $3000 and $30,000.

It had been sold to DJs in the United States and Germany. Screens could be up to 2m by 1.4m in size.

Andreassend said his company had not used traditional marketing and advertising channels but with many business people among the estimated 85,000 Cup visitors from overseas, the Cloud display would expose the firm to a broader market. New Zealanders would see the technology for the first time.

"At the end of the day it's about getting as much exposure as possible," he said. "It's nice timing from our point of view."

The company is part of a technology sector showcase to highlight the innovation and diversity of the sector.

Ice AV had also joined the NZ 2011 Business Club, a national hosting initiative that will connect New Zealand businesses planning to expand through capital investment, exports or innovation with international visitors who hold key roles in similar industries or who have common interests.

The club last night said registrations in Auckland were approaching 1500 companies in addition to 2000 around the rest of the country.

About 3000 of their counterparts from overseas had signed up.