Magic Leap just announced its intention to focus on the enterprise market, after years of branding itself as a consumer device company. The corporate press release blamed COVID-19 for the required pivot, and nearly 1,000 employee have been laid-off; almost half its workforce. However, this shift toward the enterprise market is not driven by the COVID-19 crisis. It is a case of augmented reality (AR), virtual reality (VR), and remote reality (RR) hitting up against economic reality (ER). Only a minority of (regular) people are willing to pay a lot of money for experiences that can't populate their Instagram feed.
At the beginning of June, the Apple World Wide Developer Conference (WWDC) dominated the tech news cycle and kicked off with the announcement of Apple's new augmented reality (AR) apps and features, as well as a new version of its ARKit. None of this was groundbreaking in itself, but the takeaway is that the largest technology company in the world is going all in on augmented reality. It's one of the best indications we've seen that mixed reality -- including augmented and virtual -- is on its way to mass adoption. Similar to the sudden and rapid adoption of smartphones that took off around 2007, mixed reality (MR) -- also known as extended reality (XR) -- is poised to make its way into our homes and onto our devices over the next three to five years. Smartphones changed our lives because they gave us access to the internet in a small, convenient device.
A mounted Orah 4i camera, which contains four smaller lenses, is placed above the umpire chair on all three courts and provides the broadcast center the ability to create a 360-degree, 4K image. Cedric de Saint-Martin told Sports Video Group that once the image is produced, a logo and graphics are put onto it and sent to the cloud where it can be utilized on different applications. This technology can also be experienced freely on a RG360 virtual reality app for smartphones and Samsung VR gear.
With all of the attention that both Virtual Reality and Augmented Reality have been getting from the likes of Microsoft, Google, Facebook, Apple, Snap, Intel, Samsung, HTC, Alibaba and many others, we noticed that many consumers get these two confused. Outside of tech circles who live and breathe emerging technologies, regular folks could use a fun and interesting primer on how the two platforms are distinct from one another.
Augmented reality is going shopping. Having been used for all kinds of things ranging from chasing characters through Pokémon Go to tapping into companies like Ikea to visualize what a piece of furniture would look like in a home, augmented reality is now being tried out for shopping, in a big way. KT Corp., the largest telecommunications company in South Korea, has launched the country's first ever AR-powered mobile shopping service. The service, called AR Market, gives mobile shoppers an online shopping experience similar to being in a physical store. Products can be viewed via 360-degree AR videos.