Author: Julie Campbell

Magic Leap augmented reality demo draws praise and skepticism

The long awaited product demonstration has been accused of consisting of smoke and mirrors.

For a very long time, the industry has been waiting for the first Magic Leap augmented reality demonstration. There has been a great deal of secrecy surrounding the development of this brand’s technology. This has allowed the hype to build substantially over the many months.

The augmented reality demonstration has gone viral over YouTube, promising an astounding experience.

What was known about the tech under development was that Magic Leap augmented reality was going to be different from anything else out there. The company has been promising to change the way we think of AR. With such dazzling promises, it was clear that anything produced would not be on market shelves at any time soon.

This concept was only reinforced when beta testers were given access to early versions of the tech concept and were required to use a considerable amount of hardware just to make it work.

Now that Magic Leap augmented reality demonstrations have been made, the brand is facing stiff criticism.

Nobody assumed that the Magic Leap marketing would be precisely what consumers would be seeing when the hardware was produced. However, the company is now being criticized for going far overboard in their simulations. The public was promised an unbelievable experience and that’s exactly what the demo is suggesting might be the case – it’s not to be believed.

The video made to simulate what Magic Leap would have to offer included the work of a special effects firm. This set expectations very high and may make it very difficult for the brand to be able to deliver. The March 2015 viral video took in 3.5 million views. However, reports quoting former employees of the company revealed that the game illustrated in the video didn’t actually exist.

The demonstration of the current Magic Leap augmented reality experience is less than mesmerizing. As much as it is still advanced, impressive tech, it continues to rely on a large and clunky helmet that uses a number of cables to wire it to a powerful computer. The goal is to one day compress that tech to hardware that is more “spectacle-like”.

Nokia mobile devices will start selling again next year

The brand will be releasing its first Android powered smartphones and tablets at the beginning of 2017.

The very first Nokia mobile devices that have seen store shelves in two years will start being sold in 2017. They will include both smartphones and tablets. Those gadgets will run on Android, said the company.

The Finnish company is now completing the last stages of a licensing agreement with HMD Global.

Through this new agreement, HMD Global holds exclusive rights to use the brand for Nokia mobile devices for the next 10 years. That company is also based in Finland. It will manufacture phones under the Nokia brand and will also continue the production of the company’s existing feature phone lineup.

Nokia Mobile Devices - Image of LuminaBoth HMD Global and Foxconn, a Chinese company, acquired Nokia from Microsoft. Foxconn was contracted for the mobile device manufacturing. The next devices released under the brand’s name will run on Android and will be available for purchase before mid-2017.

The Nokia mobile devices will be marketed on the brand’s reputation for simple, quality products.

According to Arto Nummela, HMD Global CEO, “We will be extremely true to the Nokia brand. The brand is known for simplicity, ease of use, reliability, and quality. These are the elements that we will deliver together with amazing industrial design.” That company will be making an investment of more than $500 million into marketing smartphones and tablets under the Nokia name.

Two years ago, Nokia sold its mobile hardware division to Microsoft. The acquisition was for $7.2 billion and required Nokia to stop branding its handsets until the close of this year. The company had been struggling and had already slashed its workforce from 24,000 at its highest to less than 1,000.

Microsoft didn’t do much better with the hardware division. It proceeded to sell the Nokia mobile devices brand to Foxconn and HMD Global for $350 million. This was in response to a massive 46 percent phone revenue nosedive it experienced last quarter. The companies are going ahead with new smartphones and tablets boasting the Nokia brand’s name as well as the Android operating system.