Apple CEO Tim Cook has said that augmented reality (or, AR for short) will "change everything." But what, exactly, is augmented reality?
If we were to assign a theme for the 2019 edition of the Next Reality 30 (NR30), it might be something along the lines of, "What have you done for me lately?"
Throughout this NR50 series, we have talked about the incredible growth the augmented and mixed reality space has seen in the last year. More devices, software, developers, and use-cases seem to arrive daily. For this growth to have occurred, it took the work of many people, from many different backgrounds and skill sets — and Next Reality wants to recognize them for all that they have done and are doing.
With many of the companies working in augmented and mixed reality focused on the Augmented World Expo, the finance side of the industry has been relatively quiet.
Around this time in 2016, the predictions for the next year had reached something of a consensus: 2017 would be the year of augmented reality. But a funny thing happened on the way to the future — nothing much, really. At least not for the first half of the year.
While the numbers may not always seem to agree, the message remains the same: augmented reality is a growth segment. This week's edition of Market Reality starts with two new reports outlining the expected good fortunes for the industry and concludes with an example of a company capitalizing on their own growth.
Welcome to the first annual Next Reality 30, our list of people who've made the biggest impact on the augmented reality space in the last 12 months — and what a 12-month roller-coaster ride it's been. Apple introduced ARKit-powered apps last fall, Google launched ARCore for Android soon after, Snapchat began monetizing AR, and the Magic Leap One headset finally came out. These are historic times.
Market Reality: Snapchat Gets Recreational & the Tech Industry Reveals How It Plans to Mainstream AR
Last month was a whirlwind for the augmented reality industry, with the Augmented World Expo, Apple's Worldwide Developers Conference, and an exciting Magic Leap Twitch livestream all wrapping up before the ides of June. Now that we've had a chance to fully digest it all, we have a real sense of where the augmented reality industry is heading.
Augmented reality is really picking up steam as a tool for marketing departments to pitch their products.
The common thread between this week's Brief Reality stories is that augmented reality is beginning to prove its worth as a technology that improves workflows and processes. From customer service to healthcare to manufacturing, augmented reality is helping companies improve productivity.
While the technology continues to mature, businesses from various industries continue to adopt augmented reality to improve the efficiency of business processes. In this edition of Brief Reality, as conference season continues, we see examples of augmented reality applied to logistics processes and marketing of industrial supplies, as well as the topic of discussion at another trade show.
Market Reality: Bareburger & Zara Use AR for Marketing, While vTime Gets a Cash Infusion to Move from VR to AR
Modern "mad men" are buying into augmented reality for marketing, with the two latest examples being trendy burger maker Bareburger and department store chain Zara.
A survey by ABI Research revealed that only 25 percent of businesses have implemented augmented reality technology in some form or fashion.
This week, two companies looking to capitalize on the growing augmented reality industry, raised funding from starkly different sources.
When it comes to differentiating from the competition, brands are continuing to leverage augmented reality to give consumers to the point that there are few "firsts" left to achieve in the marketplace. While L'Oreal jumps on the augmented reality bandwagon for cosmetics, Acura finds a new way to make augmented reality a spectacle in the automotive industry.
In a LinkedIn post published on Tuesday, Microsoft's leading advocate for the HoloLens made a prediction that the mixing of immersive technologies will define augmented reality in 2018.
News: The Best Marvel Movie Scenes Featuring Augmented Reality Concepts That We Might Use in the Near Future
Over the past decade, Marvel Studios has been a dominant force at the box office, raking in more than $21 billion dollars. Averaged out over that span of time, the yearly earnings of those movies outweigh the gross domestic product of some countries.
As the Augmented World Expo (AWE) prepares to open its doors to AR developers and enthusiasts, we sat down with founder Ori Inbar to talk about AR's growth over the past decade, and what the future may hold.
Market Reality: L'Oreal's Rochet Leads NR30's AR Influencers & Magic Leap Demonstrates Its Own Influence at L.E.A.P. Con
This week, Next Reality released the fifth and final set of profiles on the NR30 leaders in augmented reality, with this chapter focusing on the influencers in the industry.
With the Super Bowl just days away, it seems appropriate to draw parallels between football and the professional sport of technology business, or, more specifically, the augmented reality segment.
A new Windows Insider Preview, version 15055, was released on Friday, March 10. Along with the normal collection of bug fixes and new features came a secret addition to the Mixed Reality Portal in the update. Windows Mixed Reality, along with Cortana, can now teach you how to use the platform, and, hopefully, usher in with it some understanding of what mixed reality is.
People say that money makes the world go 'round. And it's no different in the world of augmented reality.
Market Reality: Google Pushes ARCore, Niantic Previews Its New AR Platform, & 'Walking Dead' AR Game Nears Release
Apparently, it's Google Week for the augmented reality business. Now that ARCore has a firm foothold in the app ecosystem, Google is making a case with educators and marketers that the apps should have a place in schools and campaigns, and the company is also encouraging developers to learn how to build apps using ARCore.
Market Reality: Mimesys Joins Magic Leap, Samsung Funds DigiLens & Lenovo Moves in on Microsoft's AR Territory
Magic Leap and Samsung are putting their money where their augmented reality plans are, with the former acquiring an AR collaboration technology and the latter funding a waveguide display maker.
Market Reality: Microsoft's HoloLens 2 Team Speaks, Apple AR Glasses Update, Matterport Lands $48 Million
While the long awaited HoloLens sequel is scheduled to arrive later this year, Apple may force Microsoft to share the AR wearables spotlight, if reports of the company's first entry into smartglasses territory end up coming to fruition.
If it's not official by now, it really should be: if you're going to sell cosmetics, you need an augmented reality app. Of course, that's not all augmented reality is good for. It can be used to animate medical models and engage sports fans. Read on below…
Microsoft's latest move to further secure its hold on the emerging mixed reality space comes in the form of two new Mixed Reality Capture Studios in San Francisco (the flagship studio) and London.
Market Reality: Apple & Snap Boost AR Features, Magic Leap & Nreal Work on Truce, & Mojo Vision Unveils Smart Contacts
While the big names in augmented reality demonstrated the breadth of opportunities in the industry's landscape this week, one new startup showed off what is possible further in the future.
Market Reality: Niantic & WaveOptics Locate More Funding for AR, Cheddar Spreads to Magic Leap, & Tesla Files AR Patent
Investors continue to bet on augmented reality, both for short-term returns and long-term plays. This week, Niantic reportedly picked up another round of funding from Samsung and others, based on the success of PokémonGO and the prospects for future revenue. Likewise, investors see value in WaveOptics, whose waveguide displays could make consumer smaller AR smartglasses possible within the next year.
Market Reality: US Army Chooses Microsoft Over Magic Leap & Niantic Puts Its Money on Consumer Smartglasses
The recent announcement of a $480 million US Army contract awarded to Microsoft over Magic Leap for supplying 100,000 augmented reality headsets shows just a how lucrative the enterprise (and government) sector can be for AR.
This fall, DC Comics fans will be treated to an augmented reality experience promoting the Justice League movie. Likewise, history buffs will be able to enjoy their own augmented reality content by way of the Terra Cotta Warriors exhibit at The Franklin Institute in Philadelphia, Pennsylvania and an in-store promotion featuring famous convicts from 19 Crimes wines.
A new technological movement without the technology itself is just an idea sitting and waiting. Once the technology is present in the equation, movement forward can begin. This is how many of us see the head-mounted displays (HMDs) and smartglasses that have recently entered the augmented and mixed reality market — or are coming out in the next few months. This is a movement that will sweep over the world, changing everything in its path, and these are some of the people behind it.
Market Reality: Apple, Snap, & Google Execs Talk AR, Form Takes AR to the Pool, & Octi Pivots to AR Social Networking
Some of the leading big tech companies are still working in the lab on actual products, but at least some of their leadership did have some thoughts to share on the future direction of the technology this week.
Market Reality: North Secures More Funding, Google Unveils New Glass, & McGraw-Hill Takes AR to School
After a rough run of news, smartglasses maker North still has the confidence of investors, as evidenced by its latest round of funding.
Market Reality: Magic Leap One Availability Expands via Third-Party Service, Snapchat Sings Shoppable AR Tune
If you subscribe to notifications for Magic Leap CEO Rony Abovitz's Twitter feed, you'd think everyone in the world already has a Magic Leap One. Alas, that is not the case, but those not within the geographic areas of Magic Leap's LiftOff service now have a loophole through which they, too, can join the "Magicverse."
The long, long, loooong wait finally ended this week for the augmented reality community as the Magic Leap One was finally released. The Florida-based company has loomed over the industry for years promising something big, and now the AR cat is finally out of the bag. Now we get to see if it will live up to expectations, but early reviews are a bit skeptical.
As it prepares to ship its first product by the end of the summer, Magic Leap has managed to impress yet another high-profile investor in telecommunications giant AT&T.
Market Reality: Qualcomm & DigiLens Prepare Components for AR Wearables & Retailers Get an AR Reality Check
It will likely take a few more years before smartglasses are ready for primetime as component makers achieve the innovations necessary for consumer-centric device designs. Nevertheless, two technology companies are making steps in that direction as Qualcomm is rumored to be working on a chip dedicated to AR & VR headsets, while DigiLens has reduced the size of its waveguide displays for motorcycle helmets.
Market Reality: Magic Leap's Branding Comes into Focus, Google Backs AR Cloud, & L'Oreal Takes Over AR Beauty
Noted poet T.S. Elliot once wrote that "April is the cruelest month." But Magic Leap might argue that March is the most miserable, as the Ides of March brought more legal woes to augmented reality startup. Elsewhere, its closely-held branding secrets have been spilled by way of the US Patent and Trademark Office (USPTO).
Market Reality: Vuzix & Meta Represent the Brightest AR Present at CES, While Google, Facebook & Huawei Grow AR's Future
It would be difficult to discuss the business of augmented reality without acknowledging the annual tech meat market of CES.