It's no secret Mark Zuckerberg is pinning Facebook's prospects on augmented reality — technology that overlays digital imagery onto the real world, like Snapchat's signature camera filters.
At this year's F8 conference, taking place this week, Zuckerberg doubled down on the company's ambitious 10-year master plan, which was first revealed in 2016. According to this timeline, Facebook expects to turn artificial intelligence, ubiquitous internet connectivity, and virtual and augmented reality into viable parts of its business over the next decade.
To accelerate the rise of augmented reality, a big part of the plan, Zuckerberg unveiled the Camera Effects platform — basically a set of tools for outside developers to build augmented-reality apps that you can access from the existing Facebook app's camera. That would theoretically open the door for Facebook to host the next phenomenon like "Pokémon Go."
Mark Zuckerberg shows off the Facebook Camera Effects platform, which lets developers make augmented-reality apps like this Nike one that lets you share your run times with friends.Getty
The First Head-Mounted Displays – The Telesphere Mask and the Headsight. You might think that strapping a display on a person’s head is a relatively new idea, but it is not. The first head-mounted displays were developed as early as the 1960s. The Telesphere Mask was the first example of a head-mounted display, which provided 3D stereoscopic and wide vision with stereo sound. However, the device lacked certain immersion, because of it being a non-interactive medium. In 1961 two Philco Corporation engineers, Comeau and Bryan, came up with the Headsight. A head-mounted display, much like the Telesphere Mask, the Headsight featured magnetic motion tracking technology, which was connected to a close circuit camera. While the goggles can be named a precursor to modern virtual reality technology, they were not developed for entertainment purposes. Instead, they were developed for the military with the idea that a person would be able to immerse themselves in the remote viewing of dangerous situations.
While this announcement seems pretty innocuous, make no mistake — Facebook is once again putting itself into direct competition with Google and Apple, trying to create yet another parallel universe of apps and tools that don't rely on the smartphones' marketplaces. As The New York Times notes, Zuckerberg has long been disappointed that Facebook never built a credible smartphone operating system of its own.
This time, though, Facebook is also declaring war on pretty much everyone else in the tech industry, too. While it'll take at least a decade to fully play out, the stuff Facebook is talking about today is just one more milestone on the slow march toward the death of the smartphone and the rise of even weirder and wilder futures.
Facebook on Tuesday announced the beta launch of Facebook Spaces, a new app that allows users to connect with friends and colleagues in an interactive virtual reality environment. "The most interesting thing about Facebook Spaces right now is the real-world/VR integration," observed Stephanie Llamas, lead analyst for AR/VR technology at SuperData Research.
Why buy a TV?
Zuckerberg tipped his hand, just a bit, during Tuesday's Facebook F8 keynote. During a demo of the company's vision for augmented reality — in the form of a pair of easy-to-wear, standard-looking glasses — he showed how you could have a virtual "screen" in your living room, bigger than your biggest TV.
"We don't need a physical TV. We can buy a $1 app 'TV' and put it on the wall and watch it," Zuckerberg told USA Today ahead of his keynote. "It's actually pretty amazing when you think about how much of the physical stuff we have doesn't need to be physical."
It Is Global. Virtual reality is not just a thing in the United States alone. People all over the globe are learning to embrace the technology. Some of the biggest virtual reality conventions are actually held in other nations. Some of the leading companies behind virtual reality are located overseas as well. Virtual reality is gradually becoming a great way to connect with people from around the world. No matter the distance, this technology can bring people together.
That makes sense, assuming you're into the idea of wearing a computer on your face (and you're OK with Facebook intermediating everything you see and hear, glitches and all).
But it's not just TVs. This philosophy could extend to smartphones, smartwatches, tablets, fitness trackers, or anything else that has a screen or relies on one to work. Zuckerberg even showed off a street art installation that's just a blank wall until you wave the Facebook camera app over it to reveal a mural.
For Microsoft, which has already dipped its toe in this area with its HoloLens holographic goggles, this is a foregone conclusion. HoloLens boss Alex Kipman recently called the demise of the smartphone the "natural conclusion" of augmented reality and its associated technologies.
War of the worlds
The problem, naturally, is that a huge chunk of the world's economy hinges on the production of phones, TVs, tablets, and all those other things that Facebook thinks could be replaced with this technology.
The start-up company Oculus Rift kickstarted the industry of virtual reality again with the release of a Kickstarter project for their Oculus Rift virtual reality goggles, in the year 2010.
Even Zuckerberg acknowledges it's a long road ahead. That said, this Camera Effects platform, should it succeed in attracting a bunch of users, could go down as a savvy move. The apps that are built for the Facebook Camera today could wind up as the first versions of the apps you'd use with those glasses.
In the short term, Facebook's play for augmented reality is going to look a lot like competing with Snapchat — and in a meaningful way, it is. Facebook needs developer and user love, so it needs to keep offering fun and funny tools to keep people from moving away from using its apps.
In the long term, though, this is Facebook versus everybody else to usher in an age of a new kind of computing — and pretty much every tech company out there will get caught in the crossfire, as Apple, Google, Microsoft, and more rush out their responses to this extremely existential, but still meaningful, threat.
This column does not necessarily reflect the opinion of Business Insider.
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