Magic Leap and Microsoft Back in Augmented Reality Headlines, Targeting Markets Hungry for Collaboration Opportunities

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By Eric Abbruzzese | 2Q 2021 | IN-6139


Identifying Opportunity


As smart glasses continue to take hold in the enterprise and consumer opportunity materializes, some big hardware names are continuing to see wins and growth potential. Companies like Facebook, Niantic, Apple, Google, and Snap are all at varying stages of Augmented Reality (AR) investment and product. Two other heavy hitters in AR, Microsoft and Magic Leap, have made the news as their plans highlight both current market opportunity and how that market may look over the next decade.

Microsoft won a contract with the United States’ Army to build out a multi-use AR system called Integrated Visual Augmented System (IVAS). This follows after a contract for the prototype AR product in 2018. The new contract will span 10 years, with reported value up to $22 billion over that time. This will be less refitting the existing HoloLens platform, and more developing the prototype from the 2018 contract into a more comprehensive production product.

Magic Leap was in the running for that contract as well. Either way, it will be launching their second generation product in limited availability at th…

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