At present, consumer-facing augmented reality is a mobile world, and Snapchat is making money on it through advertising partnerships.
Last week's Augmented World Expo felt like a distant memory by this Monday, as Apple unveiled ARKit 2.0 at its annual Worldwide Developers Conference. Certainly, this news would overshadow anything augmented reality this week as it nearly eclipsed AWE when early reports leaked of the toolkit's new superpowers.
The Augmented World Expo is winding down in Santa Clara, where Qualcomm, Vuzix, and Meta Company were among the companies making big announcements.
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.
Consumers are chomping at the bit for augmented reality smartglasses from Cupertino's finest, but one market analyst is saying not so fast, Apple fans. Meanwhile, automotive AR is gaining speed, with the latest milestone coming courtesy of a major investment in waveguides by Continental. And although mobile AR apps have already arrived, retailer Target is taking a different approach. So why is Target tinkering with web-based AR? Answers below...
With all the recent activity around augmented reality, the possibilities involving immersive computing and commerce are quickly becoming obvious, and digital payments giant PayPal has no plans to sit on the sidelines
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.
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.
The augmented reality business was all about audiences this week. Vuzix looked for an audience with the Supreme Court of New York regarding a defamation lawsuit against an investor. Magic Leap held an audience with royalty, showing off the Magic Leap One in a rare public appearance. And Snapchat wanted to remind its consumer audience of all the things its camera can do.
This week's Game Developers Conference came at just the right time for Magic Leap, a company that was riding a wave of bad news from legal troubles and rumors regarding Magic Leap One.
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).
Augmented reality business followers, we've got good news and bad news. First, the good news: Upskill closed another round of funding, this time led by strategic investors Cisco and Accenture. (Well, this is probably bad news if you're competing with them on the enterprise AR front.)
In any business, there are a number of questions companies must answer in order to get customers to buy a product or service. The same holds true for companies selling augmented reality headsets.
While the company is adamant that the Magic Leap One: Creator Edition will ship this year, currently, it seems its CEO is more interested in striking deals with content partners than releasing details about the headset.
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.
It would be difficult to discuss the business of augmented reality without acknowledging the annual tech meat market of CES.
The Consumer Electronics Show (CES) is the first big tech event of 2018. This year, if the early news is any indication, augmented reality could be the big star of the show.
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.
With an eye toward future iPhone X-focused augmented reality functions, Apple's new investment in one of its components vendors will increase production capacity for the technology behind its TrueDepth camera, but could also apply to its future AR ambitions.
The public leaks of NSA tools and information have led to the release of previously secret zero-day exploits such as EternalBlue, which was used in the notorious WannaCry ransomware attack. Despite multiple patches being released, many users have failed to update their systems, so many devices are still vulnerable to these now-public attacks.
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.
When the Super Bowl airs, every other TV network puts on reruns because no one wants to face that juggernaut for ratings. The launch of a new iPhone is the Super Bowl of the tech world, with the launch of the iPhone X being the biggest one yet.
For a company who hasn't released a product and has a reputation for being secretive, Magic Leap sure has a tendency to make waves. Over the past few weeks, they've refreshed their website design, released an abstract YouTube video, and announced a partnership with Madefire to offer mixed reality comics on its device whenever it launches. Next, they are gearing up for another round of funding.
According to Digi-Capital, investors poured $1.8 billion into augmented and virtual reality companies over the last 12 months, including $300 million in the third quarter. These investments are not made without a means to monetize products and services.
The launch of the latest line of iPhones came and went without major revelations for advanced AR hardware other than the next iteration of processors and cameras.
Outside of early military applications, augmented reality is a relatively new technology. It stands to reason that the next company to make a splash in AR would be a startup, and Techstars wants to help.
Augmented reality can be used to fascinate and entertain, but it can be applied in the workplace. While companies on the entertainment end received their votes of confidence via funding, two companies working with enterprises demonstrated their worth by teaming up to pursue customers.
Augmented reality sells, but who's buying? Over the past week, two companies made executive hires to capitalize on the growth of augmented reality as a service to sell to other businesses. Meanwhile, two companies joined forces to offer augmented reality tools to headset makers and content providers.
All eyes will be on Tesla CEO and founder Elon Musk tonight to see if he is reveals details about the status of Tesla's challenged Autopilot at tonight's official Model 3 launch party.
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.
Natural remedies used through the ages abound, especially in Asian medicine. The willow-leaved justicia plant, found throughout Southeast Asia, has traditionally been used to treat arthritis, but scientists have just discovered it contains an anti-HIVcompound more potent than AZT. AZT was the first drug approved to treat HIV, and is still used in HIV combination therapy today.
For $0.25 per transaction, PayPal will soon be allowing you to transfer money through their app that will get delivered within seconds rather than days.
Uber's struggles are expected help Lyft get ahead in driverless development as it confirms its third partnership with autonomous tech company nuTonomy today.
The Cloud Security Alliance (CSA), a leading IT trade association, has published its first report on risks and recommendations for connected-vehicle security, ahead of when driverless cars are about to see volume production in the near future.
Over the past week, we are seeing more companies capitalizing on services leveraging augmented reality. One company secured funding to expand their service, while two other companies grow its own services through acquisition.
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.
Reports of Zika-related birth defects are coming in at shockingly low rates in Puerto Rico. While that might be something to cheer, one former US government official is saying there could be a nefarious reason for the low numbers.
Nokia, the Finnish telecommunications company, is about to shake things up a bit after its networks sales in the final quarter of last year declined 14% compared to sales in 2015.
The rate of preterm birth has been increasing in the United States for unknown reasons, causing increased health risks for infants born too soon. But researchers may have found a signal that could help doctors plan ahead for, or even prevent, early birth with a simple swab of the vagina and cervix during pregnancy.
Super Mario Run was released for iOS on December 15, 2016. Even though it debuted as a "free" app, almost all of the playable content was hidden behind a ridiculous $10 unlocking package. Despite coming with such a hefty price tag and receiving a two-star rating on the day of its release for iOS, Android users are still very much interested in giving this game a whirl.
