Facebook teams up with Ray-Ban to launch its first smart glasses – Marketing 4 Ecommerce – Your online marketing magazine for e-commerce


Facebook and Ray-Ban have created a lot of excitement by announcing their new smart glasses. In the ad image you can see a pair of glasses with the date “09.09.2021” accompanied by the text “sign up now to receive a notification about the launch”, and although so far it is not specified if they are news about the launch of the smart glasses or the launch itself, the Ray-Ban home page promise that “this is a story you’ll want to follow.”

The announcement about the new smart glasses on the Ray-Ban page coincides with a post by Mark Zuckerberg, who, accompanied by Andrew Bosworth, director of virtual and augmented reality at Facebook, made a few days ago. In his video taken from Bosworth’s point of view, he shows them both rowing a boat, wearing glasses that could be the same smart glasses from Ray-Ban and Facebook., in an environment designed to highlight active scenarios and with diverse climate and environmental conditions, very conducive to showing the operation of the new glasses.

What we do know for sure is that Zuckerberg confirmed last July that smart glasses would be Facebook’s upcoming hardware release, and despite not having shared a date for it, specified that his glasses “Will have an iconic form factor” referring to the classic look of Ray-Ban glasses.

Despite the great expectations, the functionality that Facebook’s smart glasses will have in appearance is very similar to the Spectacles that Snap launched a few years ago: glasses that are capable of capturing video to present it in the first person, a vision of the world as we see it, and that presumably now it can be shared directly on Facebook and Instagram, the most used social networks in the world.

Of course, Zuckerberg’s vision could be to take his smart glasses further and turn them completely into an AR system, integrate a display screen that superimposes digital elements directly onto your world view.

In fact, this is part of the Aria Project that Facebook shared in September last year and that we can see in the following video, where they describe the great potential that smart glasses could have:

However, as stated in the video, perhaps Facebook’s long history of privacy issues with user data puts this more futuristic take on the social media giant’s goggle-wearing vision in check. In January of this 2021 Bosworth tempered expectations ante sus smart glasses and he assured that the first version would not be equipped with augmented reality.

And is that the augmented reality factor is not something new either, since since 2014 the Google Glass project began to be developed, which, in effect, are a Augmented reality glasses-type “display device” that although they have not yet been released, they have not disappeared yet Completely and in fact last year he began his tests to integrate Meet into his glasses as a way to improve video conferencing in teleworking.

It should also be remembered that, while the functionality of capturing images and videos with sunglasses dates back to 2016, the glasses designed to share content on Snapchat have not had the expected success, and that if the same internet giant has not been able to conclude the launch of your augmented reality glasses, it is very difficult to predict the future of Facebook smart glasses.

Despite the similarities with other types of wearables, this launch is interesting on its own, especially given the fact that the style and design of the glasses will be handled by Ray-Ban, with a model that promises to be much more modern and attractive than the Spectacle or even the Google Glass.

Such as Bosworth assured Bloomberg: «Certainly, They are smart glasses that will provide many functions, but we are being quite demure about announcing the functionalities that we will provide soon. We are excited about the launch, but we don’t want to overdo it. We don’t even call it “augmented reality,” just “smart glasses.”

Faced with this type of device, it is to be expected that a large number of people will be reluctant, especially if they think that Facebook could now track absolutely everything that the user looks through their smart glasses, and the use of the data that they will obtain, if it will show ads about things it has seen along the way, or even if Facebook could record videos without users’ consent. It is extremely important that Facebook establishes how it will use this data, even though it has no hidden intentions behind this launch.

It is probable that now Facebook seeks to establish a line of products and manufacturing, measure the demand that the smart device will have as part of its future development, and of course, set all the permissions and data you could use … and be clear on how you will use them.

With the moderate launch of smart glasses that only stream video to their favorite social networks, a feature many users are already used to, maybe Facebook can counteract negative public perception in advance, And when you have your augmented reality ready, you can launch it with less resistance from users and public opinion in general.

As for how similar smart glasses will be compared to Spectacles, Facebook could hope that the high penetration in the use of Facebook and Instagram globally by people of all ages will drive its adoption.

Whatever your announcement, we are about to see the first interaction of Facebook smart glasses with the world, and this week will possibly mark the first step towards a new stage of digital connection.

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Article: Soure