Google acquires AR smart glasses startup North to push ambient computing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 02, 2020, 4:35 PM UTC

North provides smart glasses that allow frictionless access to mobile apps via a heads up display that only users can see.

Search engine giant Google has brought Canada-based AR startup North, as it makes a push into ambient computing. Google defines ambient computing as the technological ecosystem where all the devices work together, while the technology remains unnoticed in the background.

The Alphabet-owned company had launched its own AR glasses in the past but failed due to its “awkward” looking design. Google glasses were bulky in appearance and their built-in camera made many businesses prohibit their use over privacy concerns.

But, North’s Focals smart glasses are more discrete in terms of their operational processes. According to a cited article, users can operate the Focals with a mini joystick, which can be discretely used from inside a jacket pocket.

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