Alphabet Will Use Virtual And Augmented Reality For Life-Like Virtual Advertising

  • Alphabet is betting on Virtual and Augmented Reality, and Google Glass AR viewer has been revived as Project Aura this year.
  • Other VR/AR projects include the low cost VR viewer Cardboard, the Project Soli interface technology, and a strategic investment in the secretive Florida AR startup Magic Leap.
  • Currently 89% of Alphabet’s revenue comes from advertising.
  • It seems likely that Alphabet will be able to carry its very successful business model into AR and become a leader in virtual advertising.
  • Alphabet Will Use Virtual And Augmented Reality For Life-Like Virtual Advertising

    In September Amigobulls reported that Alphabet Inc-C (NASDAQ:GOOG) is accelerating its efforts to develop wearable technology and reviving Google Glass as Project Aura. Now Alphabet, the new holding company that became Google’s (GOOGL) parent company after the recent restructuring, is continuing to bet on visionary futurist projects in a wide range of sectors including including Virtual Reality (VR) and Augmented Reality (AR).

    VR technology exploits headsets and other interface devices to place the user in a virtual world with full 360-degree visual and auditory immersion, which permits creating uniquely compelling video-games, VR movies, and next generation theme park experiences. In contrast, AR technology augments the user’s perception of the real world with virtual annotations, such as street maps and directions, through interface devices like Google Glass.

    Some VR and AR initiatives were presented at the annual Google I/O event in June. Google Cardboard is a simple, low-cost head mounted VR viewer, powered by any smartphone, with stereoscopic display and on-board accelerometer. The expected renaissance of the VR market, triggered by high-end devices like the Oculus Rift, could create a niche for low-cost viewers based on Cardboard technology as well. But Alphabet’s ambition in the VR and AR sectors aims much higher.

    Project Soli, a futuristic “moonshot” project, is developing a radar sensor on-a-chip for precise detection of hand and finger motion, with associated interpretation software. Once fully developed, the project, described by Business Insider as “straight out of a science fiction movie,” could spearhead a new user-interface paradigm based on free hand and finger motion in 3D.

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    Author: Travis Esquivel

    Travis Esquivel is an engineer, passionate soccer player and full-time dad. He enjoys writing about innovation and technology from time to time.

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