AR Glasses

Enterprise-grade AR headset builder, Daqri is getting ready to close its doors. The 10-year-old company has raised mored than $275 million and was concentrating on industrial applications for the nascent technology.

“You can always tell who the pioneers are. They’re the ones with the arrows in their backs.” — Anonymous Politically Incorrect Person

AR (Augmented Reality) has been put to good use in handsets with apps such as Google Translate and Snapchat and Pokemon Go (not really AR, but AR-ish). Headsets have struggled to find customers. It’s easy to understand why. Just ask me and my fellow Google Glassholes how it feels to wear geeky-eyewear in public.

We may need to wait for eyewear where the technology is truly invisible to others or until it becomes socially acceptable to wear Darth Vader or Star Wars Storm Trooper helmets in public. Some may want to wait for implants or digital cataract replacements. Regardless of what’s coming, one thing is clear — this is an idea whose time has not yet come.

That said, I am super-excited about the possibilities of MR (mixed reality) and I truly believe it’s the next new new thing. How it will work and which application will capture consumers’ imaginations? That’s yet to be seen.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

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About Shelly Palmer

Named one of LinkedIn’s Top Voices in Technology, Shelly Palmer is CEO of The Palmer Group, a strategy, design and engineering firm focused at the nexus of technology, media and marketing. He is Fox 5 New York's on-air tech and digital media expert, writes a weekly column for Adweek, and is a regular commentator on CNN and CNBC. Follow @shellypalmer or visit shellypalmer.com or subscribe to our daily email http://ow.ly/WsHcb

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"Another high-flying, heavily funded AR headset startup is shutting down" by @ShellyPalmer

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