Connect with us

SOCIAL

After Years of Development, Snap Moves Into the Next Phase of AR

Published

on

It’s been a long time coming, but this week, Snapchat announced the next stage of its augmented reality push, with the launch of the first iteration of a fully AR-enabled version of its Spectacles smart glasses.

Snapchat Spectacles AR

Though ‘launch’ is probably not the right term – this new, updated version of Spectacles, which are able to overlay digital graphics onto a person’s real-world view will not be made available to the public, but will instead be distributed to AR creators, who will then essentially partner with Snapchat to assist in the next stage of development.

The announcement is a huge step forward for AR usage, and seemingly, comes a step ahead of bigger players like Facebook and Apple which are also developing their own AR glasses.

But for Snap, this is something that’s been in the works for years, stemming back to the initial launch of Spectacles in 2016. Which, really, have always seemed intended for this next leap.

YeARs of Development

At the time that Snapchat launched Spectacles, it also changed its company description, calling itself ‘a camera company’ as opposed to a social media app.

Snapchat camera company logo

Back then, it seemed like Snap was doing this purely to avoid comparisons to Facebook – at the time, Twitter was being heavily criticized over its failure to grow at a similar rate to The Social Network. But the change actually served an important purpose, in re-aligning what Snap was aiming to achieve, which, even then, pointed to advanced development of its AR tools.

Spectacles seemed built for this, and it almost seemed like Snapchat was forced to release its camera-equipped glasses too early, before it had been able to build the required AR tech.

But Snap was already working on it – shortly after Spectacles V1 was released, Snapchat established a new research and development facility in China, close to where Spectacles were being assembled, which would give it the opportunity to develop its AR tools in secret, away from the prying eyes of western media.  

See also  This brilliant app waits on hold for you

Snap also launched World Lenses just months after the Spectacles release, which again, pointed to the next stage of AR development.

Snap had the tools to create immersive, digital overlays on real-world environments, it had the hardware device on sale, which was being received with major hype. It just needed to get the two elements together.

Which, evidently, proved a lot harder in practice than Snap had seemingly anticipated.

Spectacles Stumbles

The initial version of Spectacles ending up not meeting Snap’s sales expectations, with hundreds of thousands of units ending up going unsold and sitting in storage facilities. That combined with rising success of Instagram Stories, which was a duplicate of Snapchat’s own Stories feature, seemed to pose a real threat to the very existence of the company, with debts rising, and user growth slowing, and Snap appearing to have gambled too much on the future of AR to help lift it to the next stage.

That caused a significant re-focus at the company, and in the preceding years, Snap has been able to realign its app, and the company more broadly, around a more specific, niche use case, in connecting close friends and providing a more privacy-focused approach to messaging.

From there, Snap has been able to re-grow its platform, rising from the debris left by Facebook’s replication and strengthening its main platform, which also saw massive growth when Snap updated its Android app in 2019. Long considered an afterthought for the company, Snap’s Android re-awakening has now seen it catch on with Indian users in particular, which has helped fuel nine quarters of steady growth for the app.

But AR has always been its main strength. It’s Snapchat’s Lenses that first brought many people to the app to try them out, and they continue to be a key driver of awareness. 

Snap’s AR glasses may be new, but really, this has been the company’s focus all along. It just hasn’t been able to take the leap. Until now.

See also  Twitter Launches 'Holiday Hub' to Help Marketers Prepare for the Holiday Season

The Future of Digital Connection

Make no mistake, AR is going to be huge, and will form the next stage of digital connection.

Yes, VR is also a significant advance, with major potential for building wholly immersive digital worlds. But AR can work in complement to your everyday life, and can enhance your real-world experience with helpful prompts and pointers, along with interactive games, graphics, and more.

Again, Snapchat’s Lenses have already proven to be a big winner in helping the company raise awareness, and gain market traction. Therefore, it’s easy to imagine these types of advanced overlays, which are now possible in Snap’s new Spectacles (this is an example from the actual new device), being a major winner, and helping to merge our online and real-world environments in totally new and engaging ways.

Which is why AR may end up being a bigger deal than VR. Definitely, the immersive, all-encompassing nature of VR can transport you to whole new worlds, but that also requires you to essentially leave your current world behind. AR works in complement to your actual life – so while VR establishes another plane of existence, AR enhances your current one, which will likely, eventually, make it a much more popular and valuable addition to people’s daily lives.    

And Snap may well be at the forefront of that next shift.

Sure, Facebook and Apple have more resources, and many other tech companies are also developing their own AR tools. But Snapchat has repeatedly shown that it’s highly in-touch with its user communities, with a knack for producing more engaging, interesting AR tools and options.

That may not matter in a utilitarian sense, with the eventual success of AR also hinging on what it can do for you, and how it can enhance your daily life. But Snap is also investing in new tools on this front as well, with additional scanning options and processes that will eventually power whole new experiences via its Spectacles device.

Imagine tapping on your Spectacles to get an immediate price comparison for an item that you’re looking at in-store, or getting recipe insights overlaid on your view when looking over the items in your fridge. Snap’s expanded scanning system will be able to do this, which is why Snap’s gradual shift towards making its scan tools more of a focus in the app are also significant.   

Snapchat AR scanning

After its varied experience in developing its AR tools, Snap knows that it’s not just the technology, but also user behavior that needs to evolve, which is a key element in its strategic approach towards merging people into the next stage of an AR-enabled existence.

See also  Facebook Plans to Hire 10,000 New Staff to Work on the Metaverse

It’s come a long way with its Spectacles device. For example, here’s what the new glasses looked like in development:

Snapchat Spectacles AR

And now, we’re into the next major shift for AR, and the next big evolution for Snapchat.

This is the focus for the company, its key chance to become a much bigger player in the market. And Snap is already investing big – it’s acquired FitAnalytics for its AR try-on tools, Pixel8Earth for expanded AR mapping, and most recently, WaveOptics, the supplier of the AR displays that form a key component of its new Spectacles offering. 

These will all play key roles in helping to shape Snap’s advance – while new integrations like this one with Disney will also help to increase awareness, and make Snap itself synonymous with AR tech.

This is a huge opportunity for Snap, one which, as noted, it’s been working towards for most of its existence.

It may not seem like it yet, but soon, AR will be a common component in many of your daily interactions, and if Snap can get it right, it will also play a key role in that process.

It’s a huge bet, but one that Snap increasingly looks to be on the right side of.

Socialmediatoday.com

Continue Reading
Advertisement

SOCIAL

Meta Publishes New Guide to the Various Security and Control Options in its Apps

Published

on

Meta Publishes New Guide to the Various Security and Control Options in its Apps


Meta has published a new set of safety tips for journalists to help them protect themselves in the evolving online connection space, which, for the most part, also apply to all users more broadly, providing a comprehensive overview of the various tools and processes that it has in place to help people avoid unwanted attention online.

The 32-page guide is available in 21 different languages, and provides detailed overviews of Meta’s systems and profile options for protection and security, with specific sections covering Facebook, Instagram and WhatsApp.

The guide begins with the basics, including password protections and enabling two-factor authentication.

It also outlines tips for Page managers in securing their business profiles, while there are also notes on what to do if you’ve been hacked, advice for protection on Messenger and guidance on bullying and harassment.

Meta security guide

For Instagram, there are also general security tips, along with notes on its comment moderation tools.

Meta security guide

While for WhatsApp, there are explainers on how to delete messages, how to remove messages from group chats, and details on platform-specific data options.

Meta security guide

There are also links to various additional resource guides and tools for more context, providing in-depth breakdowns of when and how to action the various options.

It’s a handy guide, and while there are some journalist-specific elements included, most of the tips do apply to any user, so it could well be a valuable resource for anyone looking to get a better handle on your various privacy tools and options.

Definitely worth knowing either way – you can download the full guide here.

See also  This brilliant app waits on hold for you



Source link

Continue Reading

SOCIAL

Twitter bans account linked to Iran leader over video threatening Trump

Published

on

Twitter bans account linked to Iran leader over video threatening Trump


Iran’s supreme leader Ayatollah Ali Khamenei meets with relatives of slain commander Qasem Soleimani ahead of the second anniverary of his death in a US drone strike in Iraq – Copyright POOL/AFP/File Tom Brenner

Twitter said Saturday it had permanently suspended an account linked to Iran’s supreme leader that posted a video calling for revenge for a top general’s assassination against former US president Donald Trump.

“The account referenced has been permanently suspended for violating our ban evasion policy,” a Twitter spokesperson told AFP.

The account, @KhameneiSite, this week posted an animated video showing an unmanned aircraft targeting Trump, who ordered a drone strike in Baghdad two years ago that killed top Iranian commander General Qassem Soleimani.

Supreme leader Ayatollah Ali Khamenei’s main accounts in various languages remain active. Last year, another similar account was suspended by Twitter over a post also appearing to reference revenge against Trump.

The recent video, titled “Revenge is Definite”, was also posted on Khamenei’s official website.

According to Twitter, the company’s top priority is keeping people safe and protecting the health of the conversation on the platform.

The social media giant says it has clear policies around abusive behavior and will take action when violations are identified.

As head of the Quds Force, the foreign operations arm of Iran’s Revolutionary Guards, Soleimani was the architect of its strategy in the Middle East.

He and his Iraqi lieutenant were killed by a US drone strike outside Baghdad airport on January 3, 2020.

Khamenei has repeatedly promised to avenge his death.

On January 3, the second anniversary of the strike, the supreme leader and ultraconservative President Ebrahim Raisi once again threatened the US with revenge.

See also  EU to review TikTok’s ToS after child safety complaints

Trump’s supporters regularly denounce the banning of the Republican billionaire from Twitter, underscoring that accounts of several leaders considered authoritarian by the United States are allowed to post on the platform.



Source link

Continue Reading

SOCIAL

Major US TV service dumps pro-Trump channel OAN

Published

on

Major US TV service dumps pro-Trump channel OAN


Former US president Donald Trump regularly called on Chanel Rion of OAN (pictured April 2020) during his press briefings – Copyright AFP/File STR

Subscription television service DirecTV has decided not to renew its contract with One America News Network (OAN), an ultra-conservative, conspiratorial US channel that backs former US president Donald Trump.

“We informed (OAN owner) Herring Networks that, following a routine internal review, we do not plan to enter into a new contract when our current agreement expires,” a spokesman for DirecTV told AFP Friday.

The deal is due to expire in April, according to a source familiar with the matter.

DirecTV, which is owned by US telecom giant AT&T, did not provide further details for its decision.

OAN is one of the new ultra-conservative players in television news that are trying to nibble away at the market share of Fox News.

Like Newsmax or Real America’s Voice, they refused to recognize Donald Trump’s defeat in the November 2020 presidential election, instead relaying unsubstantiated conspiracy theories about electoral fraud that were propagated by the former president and his supporters.

In mid-November 2020, for instance, OAN presenter Christina Bobb accused the Democratic Party of preparing “a coup” against Trump.

Trump himself invited his supporters to switch to OAN and Newsmax, and more and more leading Republican figures are appearing on the channels.

OAN saw its audiences climb in the wake of the election, but DirecTV’s decision is a serious blow because it is the channel’s largest distributor, according to US media.

OAN did not immediately respond to a request for comment from AFP.

See also  Twitter Launches 'Holiday Hub' to Help Marketers Prepare for the Holiday Season

A year ago, when Trump supporters stormed Congress in an attempt to stop the certification of Democrat Joe Biden’s victory, OAN and Newsmax denounced — without any supporting evidence — what they called the infiltration of small groups of ultra-leftists into the crowd of Trump loyalists.



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending