What XR Associates does

THEXRA SDN. BHD. (operating as THEXRA) is a Malaysian industrial software company that sells an integrated XR (Extended Reality) and AI platform for remote expert assistance, SOP verification, workforce training, and operator simulation in heavy-asset industries. The platform is built around four core product modules: "See What I See" AR remote assistance (live first-person video streaming from AR smart glasses or ruggedised devices to senior experts with world-locked annotations), AI SOP Verification (edge AI continuously monitoring PPE compliance and step-execution), Spatial SOPs (AR indicators pinned to physical plant equipment), and Driving Simulators for crane and port vehicle operator training. Underlying AI capabilities span computer vision, anomaly detection, knowledge retrieval, and an AI co-pilot that suggests next diagnostic steps based on live video and asset service history; every session is recorded, transcribed, and indexed into a permanent searchable knowledge base.

The company sells via enterprise field sales and a channel of 100+ strategic partners across 6 nations, including CelcomDigi and Unit Concept, which distribute South Korea's VIRNECT XR/AI solutions in Malaysia under a 2023 partnership. Revenue is generated through three tiers: Standard SaaS (RM60,000/year for up to 5 users), Unlimited SaaS (RM150,000/year for up to 50 users, with unlimited content and devices), and a quote-based On-Premise Perpetual License for air-gapped and regulated deployments, supplemented by onboarding, training, and certification services. Named customers span manufacturing (Global Electronics, Panasonic, Sidec, Globe Tronics, Meizu, Vestigo), oil & gas (VIRNECT), telecommunications (Huawei, CelcomDigi, Digi Port), utilities (Air Selangor), port operations (Port of Tanjung Pelepas), government (MDEC, UNITEN), and education (UKM, UMP, UniMAP, UniMuz, UITM).

THEXRA was founded in 2022 as the industrial-XR division of the broader Havson Group ecosystem, which traces back to 2005 (VGA Productions) and includes Mediasoft Entertainment (2012, Malaysia's first PS4 developer), Dutajaya Media (2014, Southeast Asia's first original IP VR studio), and TomoTech Singapore (acquired 2016). The company relocated its headquarters in 2026 to Bandar Bukit Raja, Klang — in Malaysia's industrial heartland — and holds official MD (Malaysia Digital) Status certification from MDEC. The broader XR Associates Malaysia (XRA) industry association, founded in 2019 with branches in 6 countries, underpins the firm's 11-nation ecosystem footprint and 100+ partner network.

Name

XR Associates

Legal name

THEXRA SDN. BHD.

Website

https://thexra.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

THEXRA (XR Associates) is a Malaysian industrial software firm selling an integrated XR and AI platform for AR remote expert assistance, edge-AI SOP verification, spatial training, and driving simulators, serving manufacturers, oil & gas, telecom, utilities, and port operators across Southeast Asia.

Ownership category

akta.pro rank

Headquarters

HQ city

Damansara

HQ country

Malaysia

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. SaaS Subscription (Standard Plan): Annual subscription at RM60,000/year for small teams (up to 5 users), including SaaS cloud server, 1 free online training, 1 free smart device, and 5-pax free certification. Entry-level tier designed for guided rollout.
2. SaaS Subscription (Unlimited Plan): Monthly (RM15,000/month) or annual (RM150,000/year save RM30,000) subscription for organisations scaling XR across multiple sites (up to 50 users), with unlimited free content, smart devices, and certification. Best-for-organisations scaling tier.
3. On-Premise Perpetual License: Custom perpetual license for private deployment with full label customisation, 24/7 support and security control. One-time purchase with lifetime free upgrades and SLA. Customisable user count with private physical or cloud integration.
4. Professional Services: Onboarding, training, and implementation services embedded in plan tiers (e.g., online training, device provisioning, certification). Additional custom implementation available for enterprise deployments.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

THEXRA provides an industrial-grade Extended Reality (XR) and AI software platform for enterprise operations. The platform combines live AR remote expert assistance, edge-AI SOP verification, spatial AR annotations pinned to physical equipment, session recording/knowledge indexing, and driving simulators for industrial operator training. Customers in manufacturing, oil & gas, utilities, telecom, and port operations deploy it to cut expert travel costs, accelerate equipment repair, monitor safety compliance, and onboard workers faster.

Product overview

THEXRA offers an integrated Industrial XR & AI Platform combining multiple products: See What I See (AR Remote Assistance) for real-time remote expert guidance with live video streaming and spatial AR annotations; AI SOP Verification for edge AI-powered safety monitoring and compliance; Spatial SOPs for AR-guided assembly pinned to physical equipment; and Driving Simulators for safe industrial operator training. The platform also distributes VIRNECT's CES award-winning XR solutions. Through XR Associates Malaysia (XRA), the company maintains an ecosystem spanning 11 nations and 100+ strategic partners. Pricing tiers include Standard (RM60,000/year, up to 5 users, SaaS cloud), Unlimited (RM150,000/year, up to 50 users, unlimited content and devices), and On-Premise (custom perpetual license with private deployment).

Differentiator

Problem solved

Functional benefit

Products and services

• See What I See (AR Remote Assistance) Industrial AR remote visual assistance software that streams a field worker's live first-person video to a senior expert anywhere in the world, enabling real-time AR annotation with arrows, 3D markers, and step indicators overlaid on the technician's field of view. Designed for enterprise operations managers and field service teams in manufacturing, oil & gas, utilities, telecom, and ports.
• AI SOP Verification Edge AI system that continuously verifies safety equipment compliance and maintenance step execution in real time, monitoring PPE compliance and process adherence to prevent incidents in high-risk industrial environments. Targeted at safety and operations leaders in utilities, oil & gas, and manufacturing.
• XR & AI Driving Simulators Immersive training simulators for industrial vehicle operators (cranes, RTG equipment) that enable safe training with reduced damage rates and improved turnaround time in terminal port and industrial operations. Designed for port operators and industrial vehicle fleet managers.
• On-Premise Private Deployment Custom perpetual on-premise license of the THEXRA platform with full private label customisation, 24/7 support, and air-gapped deployment option. Built for defence, energy, and regulated manufacturing clients requiring security-controlled private infrastructure.

Quantifiable outcome

• 90% reduction in expert travel costs
• +8 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• VIRNECTflagshipTechnology or Integration · 1 January 2023Official distributor of VIRNECT — CES award-winning XR and AI solutions — introduced to the Malaysian market in 2023 in partnership with CelcomDigi and Unit Concept. VIRNECT provides industrial AR and AI tools integrated into THEXRA's platform for remote expert assistance, spatial annotation, and AI co-pilot capabilities.
• CelcomDigiflagshipChannel Partner/ Reseller/ Distributor · 1 January 2023Strategic partnership bridging South Korea and Malaysia by distributing VIRNECT CES award-winning XR and AI solutions to Malaysian enterprises. CelcomDigi leverages its telecom distribution network to bring THEXRA's platform to industrial clients.
• Unit ConceptcoreChannel Partner/ Reseller/ Distributor · 1 January 2023Partner in distributing VIRNECT XR and AI solutions to the Malaysian market alongside CelcomDigi, expanding THEXRA's go-to-market reach in Southeast Asia.
• XR Associates Malaysia (XRA)flagshipStrategic or Co-development PartnerXR Associates Malaysia (XRA) founded in 2019 by Havene Liew in Damansara Perdana to drive growth of the global XR industry. Branches established in 6 countries. XRA is the industry association / ecosystem body that underpins THEXRA's partner network of 100+ global partners.
• MDEC (Malaysia Digital Economy Corporation)coreStrategic or Co-development PartnerMDEC (Malaysia Digital Economy Corporation) is the government agency that officially certified THEXRA as an MD (Malaysia Digital) Status tech company, providing recognition, ecosystem support, and legitimacy for the company's XR & AI industrial solutions.
• Havson Group BerhadcoreStrategic or Co-development PartnerParent/group company of the XR ecosystem founded in 2016, acquiring Mediasoft, Dutajaya Media (DJM), EXA Global, and TomoTech Singapore. Launched Southeast Asia's first multiplayer large-space VR theme park in Kuala Lumpur. Parent structure underpinning THEXRA's corporate heritage.
• Mediasoft Entertainment Sdn. Bhd.coreStrategic or Co-development PartnerFounded in 2012 in Puchong; one of Malaysia's largest original IP game development studios. Malaysia's first PS4 game developer. Best Employer awarded by KWSP. Part of the Havson Group ecosystem that evolved into THEXRA's XR capabilities.
• Dutajaya Media Sdn. Bhd. (DJM)coreStrategic or Co-development PartnerFounded in 2014; Southeast Asia's first original IP VR game studio, licensed across 11 countries. Southeast Asia's Champion and Global Merit Winner recognised by Alibaba's CACSC. Founding entity of THEXRA's VR/XR technology heritage.
• EXA GlobalminorStrategic or Co-development PartnerAcquired in 2016 as part of Havson Group's expansion, contributing to the group's XR technology portfolio.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• PTC: PTC's Vuforia and Creo AR products are the most established industrial AR platforms globally, serving manufacturing and field-service customers with spatial computing, AR remote assistance, and digital twin capabilities. Directly comparable product category, but with significantly larger scale, broader geographic coverage, and an installed base in regulated industrial verticals.
• TeamViewer: TeamViewer Frontline is a leading industrial AR workflow and remote assistance suite, with AR-based visual support, picking, and inspection tools. Same target customers (manufacturing, field service) and similar functional scope, but with a larger global enterprise footprint and broader IT/OT integration stack.
• Lenovo (ThinkReality): Lenovo ThinkReality is an industrial XR platform combining AR/MR hardware (ThinkReality A3 glasses) with software for remote assistance, training, and digital workflows. Overlapping functionality and target buyers, but Lenovo is a much broader hardware/IT vendor with global reach rather than a focused industrial XR specialist.
• Microsoft (Dynamics 365 Field Service / HoloLens): Microsoft's Dynamics 365 Remote Assist combined with HoloLens provides AR-guided remote expert assistance for industrial field workers. Overlapping use cases (remote expert, spatial SOPs, inspection) and enterprise IT integration, but as part of a broader enterprise software portfolio rather than a focused industrial XR specialist.

Direct peers

• RealWear: RealWear builds ruggedised voice-controlled AR wearables for industrial frontline workers, with tightly integrated remote expert assistance software. Comparable product offering (headset + remote assist + SOP), targeting the same oil & gas, manufacturing, and utilities buyers, with similar enterprise pricing model and go-to-market.
• Augmentir: Augmentir offers an AI-powered connected worker platform with AR-guided procedures, remote expert assistance, and skills development for industrial workforces. Closely comparable scope (AR SOPs + AI co-pilot + remote expert), same target verticals (manufacturing, field service), and similar SaaS enterprise pricing model.
• Virnect: Virnect is a Korean CES award-winning industrial XR and AI vendor providing remote expert assistance, spatial annotation, and AI co-pilot capabilities. THEXRA is Virnect's Malaysian distributor; product functionality, customer verticals, and use cases are nearly identical, but Virnect operates directly in Korea and globally versus THEXRA's SE Asia channel model.
• Scope AR: Scope AR (now part of TeamViewer) provides WorkLink and Remote AR for spatial AR instructions, remote assistance, and inspection. Comparable product category with the same AR remote assist + spatial SOP functionality, focused on industrial buyers.
• Librestream (Fluke): Librestream (acquired by Fluke) provides the Onsight connected worker platform for remote expert assistance using AR smart glasses and ruggedised devices, targeting oil & gas, manufacturing, and field service customers. Closely aligned product offering (remote AR assist with expert overlay) and same enterprise buyer profile.

Emerging players

• Pixo VR / Interplay Learning: Interplay Learning and similar VR/XR workforce training providers offer immersive simulations for technical and safety training (HVAC, electrical, industrial equipment). Comparable use case for XR-based training and onboarding, though primarily focused on training rather than THEXRA's broader remote assistance and SOP verification scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/xramalaysia
• LinkedInlinkedin.com/company/thexra

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about XR Associates