First off, this post is a few weeks late. I got sick on returning from CES and then got busy with some other pressing activities.
At left is a picture that caught me next to the Lumus Maximus demo at CES from Imagineality’s “CES 2017: Top 6 AR Tech Innovations“. Unfortunately they missed that in the Lumus booth at about the same time was a person from Magic Leap and Microsoft’s Hololens (it turned out we all knew each other from prior associations).
Among Imagineality’s top 6 “AR Innovations” were ODG’s R-8/R-9 Glasses (#1) and Lumus’s Maximus 55 degree FOV waveguide (#3). From what I heard at CES and saw in the writeups, ODG and Lumus did garner a lot of attention. But by necessity, theses type of lists are pretty shallow in their evaluations and I try to do on this blog is go a bit deeper into the technology and how it applies to the market.
Among the near eye display companies I looked at during CES include Lumus, ODG, Vuzix, Real Wear, Kopin, Wave Optics, Syndiant, Cremotech, QD Laser, Blaze (division of eMagin) plus several companies I met with privately. As interesting to me as their technologies was there different takes on the market.
For this article, I am mostly going to focus on the Industrial / Enterprise market. This is were most of the AR products are shipping today. In future articles, I plan to go into other markets and more of a deep dive on the the technology.
What Is the Problem They Are Trying to Solve?
I have had an number of people asked me what was the best or most interesting AR thing I saw at CES 2017, and I realized that this was at best an incomplete question. You first need to ask, “What problem are they trying to solve?” Which leads to “how well does it solve that problem?” and “how big is that market?“
One big takeaway I had at CES having talked to a number of different company’s is that the various headset designs were, intentionally or not, often aimed at very different applications and use cases. Its pretty hard to compare a headset that almost totally blocks a user’s forward view but with a high resolution display to one that is a lightweight information device that is highly see-through but with a low resolution image.
AR means a lot of different things to different people. In talking to a number of companies, you found they were worried about different issues. Broadly you can separate into two classes:
- Mixed Reality – ex. Hololens
- Informational / “Data Snacking”- ex. Google Glass
For most of the companies were focused on industrial / enterprise / business uses at least for the near future and in this market the issues include:
- Resolution/Contrast/Image Quality
- See-through and/or look over
- Peripheral vision blocking
- Field of view (small)
- Battery life per charge
For all the talk about mixed reality (ala Hololens and Magic Leap), most of the companies selling product today are focused on helping people “do a job.” This is where they see the biggest market for AR today. It will be “boring” to the people wanting the “world of the future” mixed reality being promised by Hololens and Magic Leap.
You have to step back and look at the market these companies are trying to serve. There are people working on a factory floor or maybe driving a truck where it would be dangerous to obscure a person’s vision of the real world. They want 85% or more transparency, very lightweight and highly comfortable so it can be worn for 8 hours straight, and almost no blocking of peripheral vision. If they want to fan out to a large market, they have to be cost effective which generally means they have to cost less than $1,000.
To meet the market requirements, they sacrifice field of view and image quality. In fact, they often want a narrow FOV so it does not interfere with the user’s normal vision. They are not trying to watch movies or play video games, they are trying to give necessary information for person doing a job than then get out of the way.
Looking In Different Places For the Information
I am often a hard audience. I’m not interested in the marketing spiel, I’m looking for what is the target market/application and what are the facts and figure and how is it being done. I wanting to measure things when the demos in the boths are all about trying to dazzle the audience.
As a case in point, let’s take ODG’s R-9 headset, most people were impressed with the image quality from ODG’s optics with a 1080p OLED display, which was reasonably good (they still had some serious image problems caused by their optics that I will get into in future articles).
But what struck me was how dark the see-through/real world was when viewed in the demos. From what I could calculate, they are blocking about 95% of the real world light in the demos. They also are too heavy and block too much of a person’s vision compared to other products; in short they are at best going after a totally different market.
Vuzix is representative of the companies focused on industrial / enterprise applications. They are using with waveguides with about 87% transparency (although they often tint it or uses photochromic light sensitive tinting). Also the locate the image toward the outside of the use’s view so that even when an image it displayed (note in the image below-right that the exit port of the waveguide is on the outside and not in the center as it would be on say a Hololens).
The images at right were captured from a Robert Scoble interview with Paul Travers, CEO of Vuzix. BTW, the first ten minutes of the video are relatively interesting on how Vuzix waveguides work but after that there is a bunch of what I consider silly future talk and flights of fancy that I would take issue with. This video shows the “raw waveguides” and how they work.
Another approach to this category is Realwear. They have a “look-over” display that is not see through but their whole design is make to not block the rest of the users forward vision. The display is on a hinge so it can be totally swung out of the way when not in use.
What drew the attention of most of the media coverage of AR at CES was how “sexy” the technology was and this usually meant FOV, resolution, and image quality. But the companies that were actually selling products were more focused on their user’s needs which often don’t line up with what gets the most press and awards.