Meet Our Team
Tony Hodgson – CEO

Tony Hodgson – CEO

Bob Labelle – COO
Emerging tech expert, security and privacy strategy, standards and tech policy
Bob has been working in new and emerging tech spaces for over 25 years with a passion and focus on security, privacy and safety. He built multiple emerging technology programs and initiatives at the IEEE—including its VR/AR and cybersecurity programs—where he spearheaded IEEE’s entry into new technology and industry spaces and new use areas for existing technologies. He led the development of new industry focused programs across a variety of industry verticals. Bob has extensive experience in technical standards and spec development and use, along as working at the intersection of technology and policy. He has driven strategic initiatives in the global standards ecosystem across a host of standards bodies, organizations and alliances, and has held tech advisory seats at the OECD and APWG among others.

Bob Labelle – COO

Emerging tech expert, security and privacy strategy, standards and tech policy
Bob has been working in new and emerging tech spaces for over 25 years with a passion and focus on security, privacy and safety. He built multiple emerging technology programs and initiatives at the IEEE—including its VR/AR and cybersecurity programs—where he spearheaded IEEE’s entry into new technology and industry spaces and new use areas for existing technologies. He led the development of new industry focused programs across a variety of industry verticals. Bob has extensive experience in technical standards and spec development and use, along as working at the intersection of technology and policy. He has driven strategic initiatives in the global standards ecosystem across a host of standards bodies, organizations and alliances, and has held tech advisory seats at the OECD and APWG among others.
Frank Cohee – CISO

Frank Cohee – CISO
Trevor Schirmer – Software Developer
Trevor Schirmer – Software Developer
Bryan Gillet – Web Development
Digital media, marketing SME, Advertising and online strategy, Front-end web design
Stephen Hodgson – XR Design
Microsoft MVP, HoloLens SME, MRTK / XRTK architect, moderator, 3D/XR product development
Simon Jackson – Sr Architect
Microsoft MVP, Xbox MVP, Lead technical architect, XRTK, 3D/VR/AR Systems Design
Tom Waite – Senior Consultant
Artificial Intelligence algorithm engineer – image processing, full-stack software development
Advisors
Dr. John J. Simmins is Senior Advisor for ETHAR. John has expertise at the intersection of augmented reality, artificial intelligence and geospatial information systems. For a decade prior to joining ETHAR, John led $2M+ in annual research for the Electric Power Research Institute (EPRI), including $1.5M+ focused on augmented reality applications. Prior to EPRI, he served in roles as CTO, VP Product Development, and Director of Engineering & Operations for various companies, including planning and facilitating a multinational SAP installation that won the CIO Magazine “Implementation of the Year” award. John also program managed cross-functional teams at GE Global Exchange Systems (GSX), delivering mission-critical, high-transaction-rate e-Commerce implementations. John is an industry leader and published expert in AR/VR, geographic information systems, big data, and the advancement of open, interoperable software tools and global standards.


Dr. John J. Simmins is Senior Advisor for ETHAR. John has expertise at the intersection of augmented reality, artificial intelligence and geospatial information systems. For a decade prior to joining ETHAR, John led $2M+ in annual research for the Electric Power Research Institute (EPRI), including $1.5M+ focused on augmented reality applications. Prior to EPRI, he served in roles as CTO, VP Product Development, and Director of Engineering & Operations for various companies, including planning and facilitating a multinational SAP installation that won the CIO Magazine “Implementation of the Year” award. John also program managed cross-functional teams at GE Global Exchange Systems (GSX), delivering mission-critical, high-transaction-rate e-Commerce implementations. John is an industry leader and published expert in AR/VR, geographic information systems, big data, and the advancement of open, interoperable software tools and global standards.
Saadi Ullah – Advisor
His strong background and experience in strategic planning, financial management, wireless and on-line marketing, brand management, building teams, new product launches and building partnerships with other Fortune 500 companies whilst serving various leadership roles in Verizon, Cisco and Nokia working on 4G/LTE, 5G and IoT solutions strategies.
Saadi brings his accomplished senior executive skills in creating, building and launching new businesses and managing cross functional teams including sales & marketing, customer operations, product management and business development.
Saadi Ullah holds a Bachelor of Science degree in Electrical Engineering from the University of Texas at Arlington and has several certifications, awards and publications including Lean Six Sigma Black Belt and Design Thinking.

Saadi Ullah – Advisor
His strong background and experience in strategic planning, financial management, wireless and on-line marketing, brand management, building teams, new product launches and building partnerships with other Fortune 500 companies whilst serving various leadership roles in Verizon, Cisco and Nokia working on 4G/LTE, 5G and IoT solutions strategies.
Saadi brings his accomplished senior executive skills in creating, building and launching new businesses and managing cross functional teams including sales & marketing, customer operations, product management and business development.
Saadi Ullah holds a Bachelor of Science degree in Electrical Engineering from the University of Texas at Arlington and has several certifications, awards and publications including Lean Six Sigma Black Belt and Design Thinking.
Thomas Caudell – Advisor
Dr. Caudell is a retired Professor Emeritus with the University of New Mexico and an AI subject matter expert with Ethar LLC. Dr. Caudell received his PhD in the fields of physics and astronomy from the Univ. of Arizona, Tucson in 1980. He was a senior staff physicist at the Hughes Artificial Intelligence Center, and a senior principal scientist at The Boeing Company. In 1994, he joined the University of New Mexico and worked for thirty years as a professor of electrical and computer engineering, computer science & psychology. Dr. Caudell was program chair for the first global industry conference on Virtual Reality and is widely regarded for first coining the term “Augmented Reality”. Dr. Caudell specializes in cognitive and neuro-biologically motivated mathematical theories and simulations of cognitive neural systems, both biological and artificial. His programs have been highly interdisciplinary, involving collaborations with neuroscientists, psychologists, physicians, mathematicians, computer scientists, artists and musicians.

Thomas Caudell – Advisor
Dr. Caudell is a retired Professor Emeritus with the University of New Mexico and an AI subject matter expert with Ethar LLC. Dr. Caudell received his PhD in the fields of physics and astronomy from the Univ. of Arizona, Tucson in 1980. He was a senior staff physicist at the Hughes Artificial Intelligence Center, and a senior principal scientist at The Boeing Company. In 1994, he joined the University of New Mexico and worked for thirty years as a professor of electrical and computer engineering, computer science & psychology. Dr. Caudell was program chair for the first global industry conference on Virtual Reality and is widely regarded for first coining the term “Augmented Reality”. Dr. Caudell specializes in cognitive and neuro-biologically motivated mathematical theories and simulations of cognitive neural systems, both biological and artificial. His programs have been highly interdisciplinary, involving collaborations with neuroscientists, psychologists, physicians, mathematicians, computer scientists, artists and musicians.