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.

Other Essays That May Interest You

About Shelly Palmer

Shelly Palmer is a business advisor and technology consultant. He helps Fortune 500 companies with digital transformation, media and marketing. Named LinkedIn's Top Voice in Technology, he is the co-host of "Think About This with Shelly Palmer & Ross Martin" on the Westwood One Podcast Network. He covers tech and business for Good Day New York, writes a weekly column for Adweek, is a regular commentator on CNN and CNBC, and writes a popular daily business blog. Follow @shellypalmer or visit shellypalmer.com

Topics in this Article

PreviousCalifornia Bill Makes App-Based Companies Treat Workers as Employees NextOnline Dating in a World of Deepfakes

Get Briefed Every Day!

Subscribe to my daily newsletter featuring current events and the top stories in technology, media, and marketing.

Subscribe