Market Reality: Magic Leap & Epson Cater to Enterprise Customers, Lego & Smithsonian Launch New AR Apps

When it comes to augmented reality wearables, it’s currently an enterprise world.

As such, Magic Leap’s latest Lumin updates are centered on features that appeal to enterprise customers. And Epson and Spinar are joining forces with a solution for distributed workforces.

Meanwhile, smartphones continue to be the domain for consumer-grade AR. Lego has its eyes on the user-generated AR content that TikTok and Snapchat traffic in.

Similarly, a week after Apple launched an AR app to promote its own spaced-based programming, Smithsonian Channel published its own AR app to commemorate the Perseverance landing on Mars as well as to promote its own space-based programming.

Magic Leap Adds Improvements for Enterprise Customers to Lumin OS

A year and change into its shift towards enterprise customers, Magic Leap has updated Lumin OS and the corresponding Lumin SDK with some key prerequisites for the business sector.

First and foremost, Magic Leap has added support for Web Real-Time Communications (WebRTC) in Lumin OS 0.98.20, including an update to the Helio browser to improve compatibility with audio and video communications platforms.

Continue reading to learn why WebRTC is important for enterprise use cases and for more details on other new features arriving to Lumin OS and SDK

Image by Magic Leap/YouTube

REALITY BITES: NR30 alum and former Magic Leaper Cathy Hackl is on a new AR mission: volumetric video. She’s working with Microsoft Mixed Reality Capture studio Avatar Dimension as VP of strategic growth and partnerships to push the format to brands.

Lego Borrows Beats from TikTok with Vidiyo AR Toys

Toymaker Lego has been on board with building AR into its playsets and mobile apps since the launch of ARKit.

Its latest product takes the brand’s approach of combining physical toys and virtual content and remixes it for a generation obsessed with the kind of homegrown music videos common on apps like TikTok and Snapchat.

Read more about Lego Vidiyo, its AR features, and how it could help the brand muscle in on the TikTok hype

Image by Lego/YouTube

REALITY BITES: The augmented reality and blockchain industries have flirted with each other before, but a partnership between blockchain gaming platform Enjin and AR platform MetaverseMe might make the two tech segments a serious couple at long last. The companies are launching limited-edition virtual fashion accessories, in the form of tradable non-fungible tokens on the Ethereum blockchain that can be used in games like Minecraft as well as viewed as avatars in AR via the MetaverseMe app.

Epson & Spinar Join Forces to Pursue Remote AR Assistance Market

The COVID-19 pandemic forced many businesses into remote work models, whether they were ready or not, making Zoom a household (or home office) name for its video conferencing service.

Now, in response to this general shift, smartglasses maker Epson and remote assistance platform provider Spinar America are joining forces with their respective products, Moverio smartglasses and Remote Vision software, to add augmented reality to the video conferencing toolkit for companies with teams of technicians who need assistance from remote experts for troubleshooting.

Continue reading to learn about how this partnership aims to assist companies and their remote workforces

Image via Spinar America, Inc.

REALITY BITES: Apparently, it’s cuffing season among AR and tech companies. Waveguide display maker has partnered with 3D-printed prescription lens company Luxexcel to integrate corrective lenses into a waveguide and projector module. Meanwhile, Vuzix is inserting its smartglasses into the conversation, with surgical software company Rods and Cones will extend support to Vuzix M-Series smartglasses for its remote assistance platform.

Smithsonian Channel Promotes Mars Landing, TV Show with AR App

Two years ago, the 50th anniversary of the moon landing gave flight to a handful of Apollo 11 augmented reality apps and experiences, including one from the Smithsonian Channel.

Now, as NASA’s latest unmanned mission to Mars is scheduled to land on Thursday, the Smithsonian Channel’s digital team has crafted yet another timely space-based AR app for the occasion.

Read further for more details about the app and how it aims to promote Smithsonian Channel programming

Image by Tommy Palladino/Next Reality

REALITY BITES: Despite the continuing pandemic, Mobile World Congress Shanghai will take place in-person Feb. 23-25 with COVID-19 prevention measures. However, the conference will also offer a virtual pass with limited access to events online for 390 RMB (about $60).

Every Friday, Next Reality reviews the latest headlines from the financial side of augmented and mixed reality. This weekly Market Reality column covers funding announcements, mergers and acquisitions, market analysis, and the like. Check out previous editions of Market Reality for more news you may have missed.

Cover image via Magic Leap/YouTube