Why Did Google Glass fail, and will Contact AR go the same way?

2022-07-16 0 By

Once upon a time, there was a pair of glasses that made Kunal Nayyar wear him on the red carpet at the 65th Emmy Awards.It wasn’t that long ago, because the 65th Primetime Emmy Awards were held in September 2013, but how many of you remember it?Yes, this is Google Glass, which went viral and sparked a frenzy of manufacturers around the world.Project Glass, Google’s “augmented reality” eyewear, launched in April 2012 under the name Explorer, has the same functionality as a smartphone. It can take photos, make video calls, navigate, surf the Web, and process text messages and emails.Project Glass consists of a camera that overhangs the front of the Glass and a wide strip of computer processors that sits on the right side of the frame. It has a 5-megapixel camera that can shoot 720p video.On January 19, 2015, Google discontinued the Explorer project for Google Glass.In its AD video, Google showed a menu that appeared on the screen above the user’s right eye if the user said “OK, Glass” into the Glass microphone, showing multiple ICONS to take a photo, video, use Google Maps or make a phone call.In September 2015, however, Glass quietly went offline, and the glass development team was moved from Google’s X lab into a separate division.Why?According to consumer feedback, it can be classified as the following three pain points: 1. Everyone’s eyes can not adapt to glasses the same.Psychological sensitivity is even more so.Glasses, which are very much a health, safety and psychological consumer product, are not FMCG at all, but a durable, low-frequency consumer product.For example, nearsighted and far-sighted people need different glasses.Google’s definition of this product as consumer electronics is misguided.2. Lack of spectacular applications.Although Google glasses opened the wearable product popularize to the public, but Google glasses because of the technology conditions, is difficult to store the appropriate application, come not just Google the company to customers on the basis of function, what customers want (navigation, photos, video, E-mail, entertainment) can provide other mobile applications, or apps,But it’s a lot more user-friendly than Glass, so how much more sense of presence does Glass have?3. Google Glass is overpriced.At the beginning, Google glasses designed for subscriber’s price is $1500 a pair, and the one who wore the glasses, first of all, in the face of the social dilemma (pedestrians on the road, and even acquaintances is not willing to be monitored and candid, so as to give the user a wide berth), the second in addition to a few days ago after the newness is not continue to explore, natural this product also is on the shelf.Now, a product that may well be a technological breakthrough but is unlikely to succeed in reality seems to be going through what Google Glass is about to go through.It was the first contact AR lens.In January 2022, the contact lens with AR function developed and designed by InWith company was shown at the 2022 International Consumer Electronics Show.In InWith’s announcement, they said their research team pioneered the key technology to integrate solid components and circuits into hydrogel materials, enabling the relevant augmented reality (AR) display modules to be integrated into the mainstream contact lens materials on the market.The company says the technology will allow developers to incorporate AR display chips into any soft hydrogel contact lens.The first applications will be “adjustable vision”, where eyeglasses are operated by mobile devices such as smartphones, and “enhanced vision”, which interacts with mobile devices such as smartphones.”These glasses will work with your smartphone or other external device to show you information about the world around you in real time,” CEO Mike Hayes told CNET in an interview.However, perhaps because of the lack of a licence, InWith showed samples but did not demonstrate the technology in detail.InWith plans to receive breakthrough device approval from the FDA by 2022, leading to a contact lens product coming to market shortly thereafter.However, according to the media’s comments on the design, the product has received mixed reviews: among the positive responses, some people sang “It’s been a long time to finally wait for today, I’ve been dreaming for a long time to finally realize my dream”, indicating that they would be willing to order even if it wasn’t shipped.Some people say that if this product can be as easy to browse as a smart phone and can cure their eyesight, they will definitely buy it.But the less-than-positive reaction was even better. Watching a video of InWith’s CEO giving an interview, one person said pointedly: “Nothing boosts market confidence more than a boss wearing cheap, old-fashioned glasses while bragging about his overpriced, unproven contact lenses.”One person had mild reservations: “It looks almost as fun as a VR headset, but I don’t want it to be something I wear all day. I’m already bombarded with constant visual input all day and I’m not sure it’s going to burden my already exhausted brain.”Some of the derisive comments about online advertising have also been made about AR contact lenses: “I don’t mean to be mean, but they seem like a great way to advertise.””We expect 85 percent of the population will be covered by advertising for AR contact lenses before they induce epilepsy.”Others in the future of the parody of purpose: “this concept, combined with the same AR glasses and common glasses appearance, will fundamentally change the future of education. Based on repeated memory test doesn’t work, any student can answer the projection in the lens, and no one will be found. The arrival of the future will be faster than everyone expected.”Of course, some people seriously hope that AR contact lenses will improve their lives: “I love this. It would be even better if the glasses could be connected to AI, so that WHEN I talk to people, I can offer words or translate them in real time.””Agree, MY hearing is not very good, if this lens can pop up the subtitles of other people’s conversations in real time, that can be beautiful.”Indeed, there are also concerns about contact AR lenses, that is, information security and whether to be harassed, breaking the right to personal peace.It’s also unclear how long the glasses will last, whether they contain harmful substances, or whether they will cause damage to the human body if they malfunction.After all, it’s the eye hoop.And the fragile eye is the source of about 65 percent of our information.But you can’t be sloppy.In fact, Mojo Vision, a start-up backed by dozens of investors and industry partners, including Sean Choisnard in China, LG And MOTOROLA, advertised their contact AR glasses two years ago.Today, however, that information will only be updated at the Hot Chips Processor Conference in 2021, where Mojo Vision unveiled prototypes of microdisplays that Mojo Lens can be embedded in a contact Lens and provide digital overlay information.The current prototype Mojo Lens contains an array of electronic components, including a camera to capture images of the outside world;A computer chip that processes images, controls their display, and manages wireless communication between contact lenses and external devices such as smartphones;An eye-tracking device;And a battery that can be charged wirelessly.That seems a long way from safe, large-scale use.In fact, the success or failure of Google Glass reflects the high risk in THE AR field. Good technology may not be transformed into good products.The most important thing about a product is consumer support.Of course, there are cases of bad products that lead to technological breakthroughs, such as the early Apple Newton tablet, which quickly died out because of poor handwriting recognition and its high price ($800 a tablet).But the technological breakthrough of the Newton tablet opened the way for the rise of touch products.Therefore, how AR contact lenses will develop, but also worth our careful study, and find useful enlightenment.Reference materials: 1, the world’s first AR contact lenses!Can see reality, can also enhance reality!2. Google Glass failure: Don’t think you really understand anything (Wang Ruchen)