About Snobal

Who we are

Snobal was founded by  Murray James and Ann Nolan with the simple premise of enabling business to make better sense of their data, knowledge and processes using the power of virtual reality and augmented reality (XR).

Snobal was officially founded in 2014 becoming one of the world’s earliest players working exclusively in virtual reality for business.

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.

Today the company has a fast growing team and offices in Melbourne and Singapore. It is a journey that is still evolving.


Photo: Chris Hopkins.


Customers making impact

Snobal’s XR software and solutions cover various lines of businesses, including design collaboration, design review and testing; asset planning and maintenance; training and marketing.

Why 'Snobal'?

Snobal is part of a story that began nearly 40 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 Ann and Murray came across this article they felt they had found the inspiration for what to call their company.


“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 transformative”. – Ann Nolan

While not focused on ecommerce or retail per se, Snobal is part of this story that began in 1984.

What the next generation brings in terms of the intersection of virtual reality, augmented reality and human interaction remains to be seen even within business. But we do know that enabling people to better communicate collaborate and understand their environments and information will be key.


Awards and recognition


Awarded Victorian Merit Recipient Winner for 2015 iAwards

June 2015


Selected for 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

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

Richard Sugandha

GM, Singapore
James DeColling

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!