Snapchat Takes a Leap into the Future with Augmented Reality Glasses

In the wake of a March 2016 report from CNET suggesting that a move towards hardware was on the horizon for Snapchat, many observers remained skeptical. Contrary to their doubts, recent developments indicate that Snapchat is indeed heading in that direction. In fact, evidence indicates that Snapchat is now a member of the Bluetooth Special Interest Group (SIG), an authority on Bluetooth technology standards.

The speculation around Snapchat’s entrance into the world of hardware began to gather momentum when the spotlight fell on Mark Dixon, a former Microsoft recruiter for HoloLens. Dixon is currently a member of Snapchat’s team and his cryptic reference on his LinkedIn profile hints at his involvement with an undercover project on Venice Beach. The references to ‘stealth group’ and his description of himself as ‘a gadget guy’ passionate about ‘advancements in consumer electronics’ only adds to the intrigue.

Snapchat has also fortuitously acquired Eitan Pilipski, who started at Snapchat as an engineering director in January, following a five-year spell at Qualcomm’s Vuforia team. Known as a global leader in augmented reality technology, Vuforia utilizes computer vision techniques for augmented reality experiences implemented through smartphones and smart eyewear.

As we connect the dots, it becomes evident that Snapchat might be preparing to launch its own augmented reality glasses. If this product successfully hits the market, Snapchat will find itself in the illustrious company of tech giants like Microsoft and Google who have already ventured into augmented reality technology. The massive success of the Pokémon Go app, a notable example of augmented reality technology, has paved the way for tech companies to consider similar ventures.

Augmented reality has begun to gain traction due to its ability to magnify the real world experience. Unlike virtual reality, which transports users to computer-generated realties using specially designed head and hand gear, augmented reality superimposes the virtual world onto the real one, thereby strengthening our connection with our surroundings. Despite the slow evolution of this technology, its practical applications in the real world have been immense.

Snapchat has evolved beyond its original appeal of disappearing photos that initially attracted millions of teenagers. Over time, it has grown into a hub for content creators to engage with their audience through a variety of mediums, including but not limited to live stream and videos. A testament to Snapchat’s innovation is the adoption of its ‘stories’ feature by Facebook’s Instagram.

Snapchat’s penchant for augmented reality technology is already evident in its customizable selfie animations service, suggesting that the company has previously dabbled in some level of AR. The likelihood of Snapchat taking this a step further with specialized AR glasses, therefore, is not entirely implausible.

A report by CNBC indicates that despite several challenges, global market watchers predict the augmented reality market to grow exponentially – from “200,000 units of AR technology shipped in 2016 to predicted 7 million unit sales by 2020, with a market value of $3.8 billion”. The report also mentions the increased consumer awareness of AR technology generated alongside the Pokémon Go phenomenon, which has piqued the interest of industry giants like Google and Microsoft.

Given the growing interest and technological advancements, 2017 might just be the breakthrough year for the augmented reality industry. However, it’s crucial to remember that despite the popularity of virtual reality, only Facebook’s Oculus Rift and HTC Vive have managed to initiate commercial shipping so far. As technology evolves on a global scale, only time will reveal the true potential and market share of these competing systems.