Have Facebook pulled off an AR coup?
It's all too easy to give Facebook stick for seemingly 'me too' offerings at the moment. But their f8 update last month suggests they have more up their sleeve. A whole lot more. Particularly when it comes to their AR play. Because while 'frames' and 'masks' are expected emulation of category, their near-future vision - SLAM and AR Studio - offer much more than just a catch-up effort.
1: They're mapping your world, not just your face.
Where Snapchat have dipped a toe in waters beyond the selfie shore - with their world lenses - Facebook look to be jumping in head first, with SLAM technology that maps your world, not just your facial features. This advanced mapping technology will open up a host of new possibilities for both analysing and augmenting images - with the bonus of being accessed through a platform with which consumers are super-familiar.
2: They're focusing as much on experience as output.
Facebook's AR efforts are not just about a shareable shot, or feed-worthy piece of film. Zuckerberg's described use cases - such as accessing info through your camera whilst visiting the Colosseum - go far beyond just taking a shot that gives you long-lashed doe eyes: and far beyond a typical social media play.
3. They're offering next-level camera connectivity
While others pull in live data showing your 'now' (times, match scores, speeds), Facebook promise deep integration with the app ecosystem that forms your full digital self. Not only does this promise even more personal snaps, but the opportunity (when combined with Facebook’s rich store of data on little old you) for the experiences the camera delivers - whether entertaining or educational - to be truly tailored to you, and to integrate seamlessly with your virtual world.
Facebook could well pull off a bit of a coup. While others spend years perfecting the hardware (think of the lofty promises of Magic Leap), they've found a savvy headset substitute. After all, who needs smart specs when you've got a smart phone? When the specs finally do arrive, Facebook will be primed and ready, having tried and tested their AR wares and benefited from both consumer engagement and the broader developer community.
And the substance of their offering? Unlike their VR 'Spaces' efforts, it goes far beyond their traditional social playground: indicative of a much broader brand play. With their M assistant and research into next-level interfaces, we have to wonder how much they'll be treading on the toes not just of the social players of today, but of the Googles, Apples, and Amazons who are rushing to own tomorrow.