About Snobal

Who we are

Snobal was founded by Murray James and Ann Nolan with the simple premise of enabling business to make sense of their environments, knowledge and data easier using the power of immersive technologies such as virtual reality and augmented reality.

Founded in 2014, Snobal is one of the world’s first players working exclusively in virtual reality (VR) solutions for the built environment.

In 2017 Snobal was profiled as one of the leading Australian technology companies transforming the construction sector in an industry report produced by StartupAus in collaboration with Aconex, Lendlease, EY and the Victorian Government.


Clients making impact

You’ll find engineering design companies, asset owner/operators, government departments, construction companies, registered training companies and management consultancies from New Zealand, US to Singapore and Australia using our suite of artificial intelligence (AI) assisted XR products.

Why 'Snobal'?

Snobal is part of a story that began 35 years ago.

In May 1984, Jane Snowball, a 72 year old grandmother from Gateshead UK put an order for margarine, cornflakes and eggs through to her local Tesco from her television remote control.

She was part of a local council program – The Gateshead Shopping Experiment – to help the elderly with mobility problems. At the time little did Jane Snowball or indeed Michael Aldrich (creator of the technology through which Ms Snowball placed the order) know that she was to become the first person in the world to make an online shopping order from home.

When we first came across this article we knew we had at last found the inspiration for what to call our little company creating VR Tools for business… albeit with a little hack on the word of course!

We loved how the first online shopping order placed from home had a vision of using emerging technology to make someone’s life easier. To enable an elderly person to purchase their weekly groceries conveniently and easily. And from this a billion dollar industry has been created empowering small businesses to have global reach and impact. It has been truly disruptive.

While not specifically focused on eCommerce per se, Snobal is part of this story that began in 1984. It’s about harnessing emerging technology to make better human experiences.

What the next generation brings in terms of the intersection of virtual reality and human experiences remains to be seen. We know though that enabling people to create and share their ideas and concepts will be a key part of it.


Awards and recognition


Awarded Victorian Merit Recipient Winner for 2015 iAwards

June 2015


Invited to HTC ViveX Global Accelerator Program (Batch II)

March 2017


Invited to the IBM Global Entrepreneur Program for 2017

May 2017


Irish Chamber of Commerce
2019 Finalist

December 2019


Media coverage

Media request?

For media, commentary and speaking enquiries, please contact us.
Download high resolution Snobal logo, pics and bios here.

Our leadership team

We're a diverse mix of multi-disciplinary creatives and engineers, led by an experienced senior leadership team.


Murray James

CEO & Co-Founder

Ann Nolan

CDO & Co-Founder

Richard Sugandha

GM, Singapore

James De Colling

Creative Director

Daniel Moore

Lead Product Engineer

Ian Tennant

Client Success Manager

Join the journey

If you would like to learn more about working at Snobal please view current openings on our careers page. Alternatively, if you'd like to know more about our solutions, get in touch with us!