Mixed reviews of Magic Leap One aside, it would be hard to deny that Magic Leap has had a big year. And the AR unicorn isn't coasting to the finish line, with a number of new apps dropping and prescription frames finally arriving to bring relief to those who wear eyeglasses.
Signaling a new direction forward for the company, Magic Leap shook up its executive suite by re-assigning to top leaders to new advisory roles. Meanwhile, a new startup backed by Hollywood executives, tech venture firms, and notable angel investors plans to bring new life to AR for marketing entertainment properties.
When it comes to applying augmented reality to various business functions, as the saying goes, there's more than one way to skin a cat.
Every industry has its own jargon, acronyms, initializations, and terminology that serve as shorthand to make communication more efficient among veteran members of that particular space. But while handy for insiders, those same terms can often create a learning curve for novices entering a particular field. The same holds true for the augmented reality (also known as "AR") business.
As augmented reality gains popularity, the demand for delivering related services and generating content increases. This is demonstrated by a pair of investments from the past week, one in the expansion of a technology lab and another in the form of seed funding for a content studio.
The Franklin Institute is rolling out the augmented reality carpet for the arrival of the Terracotta Warriors of the First Emperor exhibit, which will open on Sept. 30 in Philadelphia.
A new survey shows that the majority of companies have an interest in using augmented reality, though adoption remains low. Meanwhile, two companies with support roles in the augmented reality industry are seeing positive financial results.
This week, augmented reality spawns in the world of online role-playing games with a soft launch down under from an indie game developer. Meanwhile, in Asia, another startup wins a coveted award for its AR headset. Finally, an established player in the mobile AR touches up its feature set with an app update.
Those of us that work with or around augmented and mixed reality have seen a powerful shift in the last year as the popularity and interest have grown in the field. With Microsoft's HoloLens release, the popularity of Pokémon GO, and the constant rumor mill known as Magic Leap, the terms augmented reality and mixed reality have started to become a part of the modern vernacular more and more each passing day.
The longer it takes Apple, Snapchat, Facebook, and other tech giants to build their own version of augmented reality headsets and smartglasses, the longer runway of practical experience Microsoft gains with the HoloLens and its sequel. The latest example: AR cloning.
The narratives around virtual reality consistently revolve around human empathy and emotion, while the story around augmented reality has been decidedly more dispassionate and business-focused — until now.
This week's Brief Reality is led by a pair of stories with an eye to the future of the augmented reality industry, first in terms of standards for the industry, then with regards to its future applications in the automotive realm. Finally, one company looks to boost its future sales with an executive hire.
As excitement looms for Apple's annual parade of pomp and circumstance for its latest lineup of iPhones, some hidden hints in an internal build of iOS 13 has Apple enthusiasts salivating for what Cupertino is testing in the AR wearables realm.
Just when we thought the AT&T partnership with Magic Leap wouldn't really take off until the latter launched a true consumer edition of the Magic Leap One, the dynamic duo jumped into action this week to offer the current generation headset to customers.
This week, the recurring theme in augmented reality can be summed up fairly succinctly: content is king.
For the augmented reality hardware industry to progress towards the consumer segment, display technology needs to get better. Investors recognize that, and they are showing AR display makers the money.
This week, we're beginning to see the wide ranging impacts of some of the early iterations of augmented reality hardware and software.
Augmented and virtual reality continues to be a hot commodity among tech investors, with more than $800 million invested in AR/VR companies in the second quarter alone and global tech leaders like Samsung focusing their investment strategies on the emerging field.
Over the past week, companies took a variety of approaches to investing in augmented reality. Lampix is backing its own effort to build an ecosystem for augmented reality platforms. Nokia and Xiaomi are teaming up on numerous fronts, potentially including augmented reality.
Four augmented reality companies made deals this week to grow their businesses. Two companies, TechSee and Car360, completed funding rounds, while DAQRI signed with a production partner and Decalomania landed a prime spot with a top retailer.
Continuing our NR30 series this week, we focused on the leaders of the software development industry that make augmented reality experiences possible. In other news, two of the current leaders in making AR headsets, Microsoft and Magic Leap, are pursuing multiple verticals with their products, as both now appear to be interested in making AR headsets for the military.
After introducing and launching Reality Composer alongside iOS 13 and ARKit 3 last year, Apple is making it easier for developers to create apps with it.
Don't look now, but stock photo mega-site Shutterstock may have the most extensive library of augmented reality content available.
While not specifically an augmented reality conference, IFA 2017 packed a plethora of presentations with AR themes, including devices with AR features from Sony and Motorola, a smartphone-based AR headset from Lenovo, and a new processor from Huawei that will facilitate AR experiences.
The world of investment and finance can be labyrinthine in its very nature — and even more complicated in regards to augmented and mixed reality. While these new emergent technologies are teeming with explosive levels of unrealized potential, there's still a big layer of uncertainty in terms of return — but these investors aren't afraid to take the leap.
As I've mentioned in recent days, it was refreshing to discover that Microsoft's HoloLens 2 stage production was every bit as accurate as presented (check out my hands-on test of the device for more on that).
Just weeks after being acquired by comedian turned producer Byron Allen for $300 million, The Weather Channel has tapped augmented reality studio The Future Group to integrate immersive augmented reality experiences into its broadcast content.
The business of enabling the development of augmented reality experiences appears to be as lucrative as AR app development itself.
The coronavirus continues to disrupt the tech industry, including the augmented reality segment, with Apple and the iPhone the latest to feel the impact.
Smartglasses from Apple have become the holy grail of augmented reality, and 2020 has been the rumored time horizon for the product's arrival for the past two years. The latest analyst report sheds more light on its potential debut next year.
The annual Augmented World Expo (AWE) typically packs the front page of Next Reality with new products and services from companies in the augmented reality industry.
At present, consumer-facing augmented reality is a mobile world, and Snapchat is making money on it through advertising partnerships.
The price tag for the Microsoft HoloLens might be out of range for the average consumer's budget, but for enterprises, like BAE Systems, adopting the AR headset is yielding a return on the investment. And for those with even slimmer wallets, Best Buy just made the Lenovo Mirage, part of the Star Wars: Jedi Challenges package, more affordable.
While it may seem to some like investors are just throwing their money at augmented reality companies simply because the tech is heavily hyped, these money managers do actually want to see a return on their investments.
Everything that has a beginning has an end. This week marked the end of the long wait for the reveal of Magic Leap's first product and the beginning of the wait for more substantive details. Likewise, Google Tango will meet its end in March 2018, when ARCore will officially begin its public rollout.
Between Renault Truck's testing of the HoloLens in factories and BMW promoting its newest model through Snapchat, the auto industry is hot for augmented reality to improve internal operations and engage consumers.
We continue to field stories underscoring the strong trends of Investment in augmented reality in various sectors. This week, one company strengthens their offerings to the enterprise sector, while two other companies capitalize on the promise presented by augmented reality to consumers – specifically, in gaming.
Marketing and healthcare, two of the leading industries in the adoption of augmented reality, continue to demonstrate applications for the technology in their businesses. Meanwhile, improvements to augmented reality devices are just around the corner with new developments from two display makers.
Trimble is integrating its mixed reality applications into the DAQRI Smart Helmet to enable outdoor and on-site support for design, construction, and heavy industry as part of a collaboration the companies announced today.
We've explained the differences between mixed, virtual, and augmented reality through old-fashioned text and infographics, but in a rapidly-changing environment that leads to even more terms, it's best to think of all these realities in one simple way—as a continuum.
