Secret is a tricky thing. Properly applied, the viewer may get the impression that wondrous and perhaps valuable things are in progress. However, when the veil of lifting unbelief is removed in a meaningful way, the same mystery can quickly turn not just skepticism but downright anger at what seemed like an attempt to defraud the audience's confidence.
That's essentially the story of Magic Leap – at least in the last few months.
And now with the company's first real contact via the LEAP with the public conference in Los Angeles behind it, the mystery has disappeared. As many expectations of the public, involving more than $ 2 billion in investment for the unproven startup. That's both a good and a bad thing.
The Lineup: The Story of Magic Leap Sold
The reception for the Magic Leap One in August was at best lukewarm and at worst brutal. The small group of reviewers who accessed the device prior to the release unleashed their collective pent-up frustration that they had promised so much to Magic Leap for years, only to be shown what some have argued is only a small step by Microsoft's HoloLens
Instead of the revolutionary light field technology they promised, we got stacked waveguides that Magic Leap insists on calling "photonic light field chips." The haunting and boring game, subtly framed as real gameplay and then classified as conceptual material, was at the launch of Dr. Ing. Grordborts Invaders absent. Only a colorful logo floated in the menu bar of the system.
Ultimately, the highest profile response to all this was a blatant departure from the breathless reports of famous sports stars and senior business people who, while not experts in augmented reality, were regarded as a barometer of the product's potential impact.
Practically, the current Magic Leap One is mostly a better version of something that was already on the market. And a majority of technology analysts responded with a clear answer: So what? The better question is: what now?
So it came as no surprise to me when, as I went through the corporate conference last month and recognized a few well-known tech journalist faces, those faces did not look very happy there. At that time, I had similar concerns.
In 2015, a Magic Leap boss was sitting in my New York office and telling me how the device would work by sending signals to your eye (evoking a vision of Star Trek . # 39; s famous, but fictional neurological addictive AR game), and that the device would (well) work well in sunlight outdoors.
As we now know, the current Magic Leap One is mostly a better version of something that was already on the market. If Magic Leap's previous framing exists in any form in the company, it may appear in a future product. Right now, the Magic Leap One is what we have, and a majority of technology analysts responded with a clear answer: So what?
I think the better question is: what now?
I'm not sure How many of my tech media colleagues actually have a Magic Leap One that they can live with everyday, but after living with me for a few months, I'm not so skeptical anymore. Much of the glee against Magic Leaps version of AR (aka Spatial Computing) reminds me of the blow to the high-end VR of recent years. Most people with the strongest opinions did not really live at home for a long time with high-performance computing devices
Think About It: General Do not check smartphones, tablets or PCs without being "live" with the devices for at least a few weeks to find out all the subtleties and use cases. But for some reason, perhaps because the immersive computer paradigm is so different, many smart people seem to take it for granted to briefly sample some of these immersive computing devices and then briefly write them off as something interesting, but not important
I can no longer contradict.
There's more to that, but now we're focusing on Magic Leap itself.
As I see it, after the HoloLens and the Magic Leap One have been widely used in recent months, the current HoloLens is a beta test in the research lab. The Magic Leap One, on the other hand, is a somewhat unwieldy, but even more user-friendly, and more comfortable version 1.0, which is much smaller, lighter, less expensive, and believable in almost every face.  To be clear, I'm not saying that Magic Leap will be "the one" to bring the mainstream version of AR Smartglasses to everyone's face. But I've used it enough now and brought in enough AR novices to be sure that this is the beginning of the next paradigm for mobile computing. The only question is how long it takes to get a smaller, lighter version of it. Considerations about processing power, batteries, waveguide technology and even thermodynamics all seem to be relatively far removed from the current iteration of the Magic Leap One.
This begs the question: If the Magic Leap devices do not work to see millions of consumers in the near future, what is it really? And if there is no clear mainstream use case today or in a few months, are the days of Magic Leap numbered?
Maybe not. Here is the reason.
The biggest problem with Magic Leap today is the fact that Microsoft has already established a solid bridgehead among enterprise sector customers the AR who has the best chance of earning money to support such high-end AR headsets. In addition to hardware, Microsoft also has Azure, the infrastructural foundations of a future AR cloud, a globally-installed operating system, and a user base that people trust to leverage a variety of mission-critical applications (medical, municipal, financial, etc.). 19659002] The good news for Magic Leap is that it seems that Microsoft is less focused on promoting its hardware – even when HoloLens 2.0 arrives – and more on the software side. In the past, this would be in line with Microsoft's market approach: hardware as a guide and landmark for original equipment manufacturers (OEMs), with a focus on using its software (and now cloud) products.
Obviously, Magic Leap understands the meaning of the AR cloud and the software it will use (hence the whole "magicverse" thinking), but it is the same realize how tall she is a mountain that is supposed to climb. Therefore, the best strategy is to work with hardware and support great software. The company's recent hackathon event, in partnership with AT & T, produced interesting results, but these were generally boring. But that was just an event in a city. The actual test will take place over the next few weeks as Magic Leap waits to see who can bid up to $ 500,000 and get technical support and marketing support for the best ideas in the Independent Creator program.  The only secret left is what Magic Leap has planned for AT & T's often mentioned hypermarket. One recent day in North's Smartglasses retail business (a much lower form of non-immersive AR) has clearly shown me how difficult it will be for any new player (other than Apple) to get people to embrace wearable AR technology. If you read the virtual tea leaves, it sounds like Magic Leap is planning a consumer launch at the end of next year at the earliest. If that's almost accurate, the device is probably as big and connected to a hip computer as the Magic Leap One.
I think the public is ready to take even a much slimmed down version of the Magic Leap One? No. I think it will take some Herculean action to get the public to essentially adopt a notification device from a similarly unproven North Focals startup. Even Snap, despite its nearly 200 million installed user base, has had difficulty getting people to use its relatively simple camera glasses in general. Selling wearables to the public is difficult – which is why so many people continue to educate Apple – the company that entered the smartwatch market late, yet became the portable tech front runner – as the likely winner of AR smart glasses.
And she's not wrong People trust Apple (for the time being). But they do not just trust Apple's technology. They trust their brand and their style. That's huge. For this reason, you rarely see people who wear glasses in public. Snap has not yet collected the style pedigree points with the public that needs it (though the latest design update was a big step toward that goal). Can Magic Leap keep up in this room? In short, no. Technically speaking, the kind of truly intriguing AR that Magic Leap offers is technically still unfit for normal-looking glasses (which is why Apple will likely start with a notification device that resembles North's focals but is much polished and more software Interactions.)
Even with AT & T, the forthcoming release of a DirectTV Now app for Magic Leap One and a massive war chest, I do not believe that Magic Leap will penetrate the Internet. The market will soon become mainstream. Entertainment entertainment equipment (read: 36-48 months).
Prestidigitation: Magic Leaps Sleight of Hand & Eye
In the near future, Magic Leap is the best way to deliver far more enterprise apps (manufacturing, healthcare, aerospace and defense, automotive, worker training, and remote business Collaboration) than today. So far, AR is the only room in which AR has really prevailed. Hundreds of millions of dollars are still pouring into the sector and some forecasts will prove the market value of the AR area to over $ 60 billion by 2023.
A A clearer signal for this AR Enterprise trend was evident at this year's Augmented World Expo, where only a handful of games were available, but a plethora of enterprise-class devices and software and Magic Leap barely featured among the attendees was mentioned. And it's worth noting that even Tim Cook focused on business use cases while playing when he recently showed the ARKit version of AR on prime-time TV.
But when I asked Magic Leap insiders about the company's business plans, in trippy light shows by Tónandi and flying turtles in Create, the only direct comments are vague hints to more enterprise-focused apps from 2019.
Still, OnShape and BrainLab some early signs that the Enterprise Space could work for Magic Leap. I recently had the opportunity to use OnShape to work with three other Magic Leap One users as we all manipulated a 3D model of a machine component, commented it with virtual stickies, resized the size of the handheld to room size, and took control of it pass each other. It's a powerful app that I can instantly deploy to design and construction businesses around the world with great impact.
Likewise, BrainLab's Magic Leap App has been used as an aid to medical professionals, and one tool that will do so is likely to be adopted by some physicians already experimenting with the HoloLens. And just last week, Twilio's remote collaboration app Avatar Chat went live with Magic Leap One.
Yet, none of the current, enterprise-friendly Magic Leap One apps were available at Dr. Ing. Grordborts Invaders or the Create So Appealing App. This is the gap that Magic Leap needs to work hard to help developers design their in-house computing to change lives in this new environment. It is possible, but we are not there yet.
In the meantime, Magic Leap does what every magician knows: misleading. Misdirection is the heart and soul of magic, and if we look at the story of Magic Leap from a height of 100 feet, it quickly becomes clear that all robots, orcs and astronauts are really just gateway drugs to the heads of the Influencing the public (and especially business leaders) to accept this new computer paradigm.
Do not expect Magic Leap to tell you this directly; A magician never reveals his secrets. But if you think that Magic Leap investors put more than $ 2 billion into Rony Abovitz's startup to make a lot of games, you do not have to pay enough attention.
Dr. The Grordbort invaders are really great, but they take up a lot of space (believe me, I've tested it in a number of indoor environments that are said to meet the specified size parameters) and exactly the right conditions for the game, including a long scan setup , Similarly, Angry Birds on Magic Leap is amazing, but not astonishing that you would always choose the process of scanning your space and building the game, rather than just playing the game start up on your smartphone.
Gaming is profitable, but the true purpose of Magic Leap is not gambling.
The saying the devil ever made was to convince the world that he did not exist
"Imagine a [Star Wars style virtual robot] C-3PO possessing real C-3PO intelligence He speaks 10,000 languages in Bocce and Mandarin and is with you the whole day and explains the world to you, "said Abovitz in 2016." That seems to be a much friendlier way to introduce things like AI into your life because he has one good character, you know he will not do bad things, he will not accept your personal information, he is your friend. "
Such a scenario sounds intriguing, especially if you have the ability to interact with MI, another virtual assistant like me. But after spending a lot of time on the Magic Leap One with the Magic Leap One, the idea of a whole day at home carrying the device (or even a slightly smaller version of it) to interact with MICA seems a bit claustrophobic , (Not to mention the fact that my Magic Leap One is too warm after about an hour to carry it comfortably.)
However, the idea of having my own virtual C-3PO or MICA in a factory floor, in a training environment, in a high data flow business environment, or in a design or engineering office. In short, one to two-hour sessions, it seems immediately more workable and workable.
We received initial clues as to the true profit-driven interests of Magic Leap when the news broke that the company was battling Microsoft's HoloLens for a major military service (reportedly already worth $ 1.4 billion) , No strange games or ayahuasca-like light show up there, just high-level, deadly serious defense business. Here's the real money for a device like the Magic Leap One.
Using a lens without pixie dust, it's clear that Magic Leap's primary mission is to keep eye catching and at the same time win the company customers who start with the wonders of their inner child during Magic Leap demos, and with the signing Magic Leap device contracts for some of the most banal but important enterprise-level tasks that AR improves.
Selling an Enterprise AR Solution With Astronauts, Furries and Psychedelic Rock Music? It's just the unorthodox approach to challenging the established players who would make the late Steve Jobs smile over his tattered and worn-out hippie jeans and amuse his bare feet … calculating the profit potential of such a masterful trick.
It's a nice trick if Magic Leap can do it.
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