Virtual reality and augmented reality are becoming more common these days as more people and companies embrace them. But what happens when a relatively non-technical company wants to create something ambitious for a VR or AR audience?

Marxent, a startup in Dayton, Ohio, wants to make the CMS (content management system) for companies’ new virtual and augmented reality applications. The company’s VisualCommerce product is designed to make it easy for companies with huge product catalogs to use virtual and/or augmented reality to sell what they have.

The startup uses a three-pronged approach: Marxent will help businesses build applications that take advantage of the new technologies, develop a pipeline for getting objects into its CMS using 3D scanning, and then manage the service going forward.

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