augmented reality
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Wanna Kicks, a new AR app from Wannaby, lets you virtually ‘try on’ your next pair of kicks
Wannaby, a startup out of Belarus that is building “AR commerce” experiences, has launched a beta of its latest app, which aims to make it easier to find the perfect sneakers.
Dubbed “Wanna Kicks,” the iOS app uses augmented reality to let you “try on” various pairs of sneakers. You simply choose a pair of kicks from the list of 3D models, point your camera at your feet and — bingo — you’re now virtually wearing your chosen footwear.
The effect is pretty instant and tracks reasonably well as you move and rotate your feet or change camera angle. You can even try walking and the AR app will follow your footsteps. It doesn’t work quite as well standing in front of a mirror, which would be more useful, but that is something Wanna Kicks’ makers say they are working on.
Ultimately, however, Wannaby believes its technology can help both customers and retailers. The premise is simple: The better idea you have of how a pair of sneakers will look when you’re actually wearing them, the more likely you are to make the right purchase and the less likely you are to return an item. Online retailers spend a lot of their margins trying to get customers to convert, and arguably even more servicing returns.
“Our mission is to break online shopping barriers,” Wannaby CEO and ex-Googler Sergey Arkhangelskiy tells me. “We believe that AR try-on can help customers to shop online and will wash away the difference between online and offline shopping. We see two major problems in the shoe market. Online conversions are quite low, and returns are quite high, in comparison to traditional ‘brick-and-mortar’ shopping. The ability to try sneakers with your phone before buying online should shift conversions, engagement and returns.”
Arkhangelskiy argues that AR is also a great marketing tool. Unsurprisingly, Wanna Kicks lets you save a photo of your feed clad in new virtual sneakers, which you can then share on social media. Video sharing is in the pipeline, too.
“Many shoe brands are presenting their new releases both online and offline,” he says. “Lots of customers are eager to know more about new sneaker releases, and AR is a great new way for people to experience sneakers that are new to the market or are about to get to the market. Essentially, this is the main idea behind Wanna Kicks: allowing users to choose and decide whether they like a shoe or not without visiting a physical store.”
Under the hood, Wannaby says it uses sophisticated “3D geometry algorithms” together with neural networks to identify the position of the shoe in space. It’s these algorithms that the startup says are its secret sauce and the company’s main innovation. To onboard sneakers into the app, Wannaby utilises its own studio to create bespoke 3D models.
“We’ve built Wanna Kicks for Gen Z and millennials who are interested in buying sneakers and eager to know whether they will fit their style or not,” adds Arkhangelskiy. “The AR and AI community will love our launch as well — we’ve accomplished a really difficult task in computer vision and rendering.”
Meanwhile, Wannaby is backed by Bulba Ventures and Haxus. The startup has raised $2 million in seed funding to date.
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Ubiquity6 acquires AR music startup Wavy
Today, Ubiquity6 has announced that it is acquiring Wavy, a small AR music startup founded last year.
In a blog post, the Wavy team confirmed they’ll be joining the Ubiquity6 team and won’t be continuing their work on the Wavy app. “When we met the team at Ubiquity6, it became apparent that joining the team there would be a leap forward towards our shared mission of enabling creators to edit reality,” the post reads.
Wavy’s app sought to give musicians an outlet to bring concerts into phone-based AR users’ living rooms.
The tight team of three joins Ubiquity6 after what was generally a rough year for the consumer-focused AR industry. While the number of supported devices climbed, the actual user base didn’t see much growth. A lot of the progress came in the platform tools, such as Ubiquity6; the startup closed a $27 million Series B led by Benchmark and Index Ventures in August. The company now has just shy of 40 employees.
The Wavy app shares some essential DNA with what Ubiquity6 is looking to build. The app allows people to drop 3D objects into spaces and upload videos of the “music experiences” unfolding in front of them. It’s very fundamental stuff, but at its base level asks questions about how 3D content can interact with spaces and people and how those new environments change the context of the art and music.
This fits into Ubiquity6’s idea of a spatial internet, where users can stumble upon 3D environments where AR content lives based on where they are and what their phone camera is seeing. The company hasn’t launched widely, but had a pilot program with the SFMOMA last year and also announced they are working with Disney.
We chatted with Ubiquity6 CEO Anjney Midha at TechCrunch Disrupt SF 2018 about the opportunities and challenges that lie ahead for the consumer-focused AR industry.
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Daily Crunch: Nvidia breaks with tradition at CES 2019
The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 9am Pacific, you can subscribe here:
1. Nvidia launches the $349 GeForce RTX 2060
Nvidia broke with tradition and put a new focus on gaming at CES. Last night the company unveiled the RTX 2060, a $349 low-end version of its new Turing-based desktop graphics cards. The RTX 2060 will be available on Jan. 15.
2. Elon Musk’s vision of spaceflight is gorgeous
This spring SapceX intends to launch the next phase in its space exploration plans. The newly named Starship rocket, previously known as the BFR, intends to to be rocket to rule them all. And it’s going to look good doing it.
3. Apple’s increasingly tricky international trade-offs
Far from its troubles in emerging markets like China, Apple is starting to face backlash from a European population that’s crying foul over the company’s perceived hypocrisy on data privacy. It’s become clear that Apple’s biggest success is now its biggest challenge in Europe.
Photo by Justin Sullivan/Getty Images
4. Marc Andreessen: audio will be “titanically important” and VR will be “1,000” times bigger than AR
In a recently recorded podcast Marc Andreesen gave some predictions on the future of the tech industry. Surprisingly, the all-start investor is continuing his support of the shaky VR industry saying that expanding the immersive world will require us to remove the head-mounted displays we’ve become accustomed to.
5. Fitness marketplace ClassPass acquires competitor GuavaPass
ClassPass, the five-year-old fitness marketplace, is in the midst of an expansion sprint. The company announced yesterday that it’s acquiring one it competitors, GuavaPass, for an undisclosed amount to expand into Asia. The move now puts ClassPass in more than 80 markets across the 11 countries, with plans to expand to 50 new cities in 2019.
6. Apple shows off new smart home products from HomeKit partners
Apple gave a snapshot of its future smart home ecosystem at CES. Looks like an array of smart light switches, door cameras, electrical outlets and more are on the way and will be configurable through the Home app and Siri.
7. Parcel Guard’s smart mailbox protects your packages from porch thieves
Danby is showing off its newly launched smart mailbox called Parcel Guard at CES, which allows deliveries to be left securely at customers’ doorsteps. Turns out you won’t need a farting glitter bomb to protect your packages after all. The Parcel Guard starts at $399 and pre-orders are will be available this week.
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Pokémon GO creator Niantic closes $190M funding round
Mobile AR gaming startup Niantic has closed a $190 million round of funding according to newly filed SEC docs.
The filing comes after a WSJ report last month suggested the company was in the process of closing a $200 million raise from investors, including IVP, aXiomatic Gaming and Samsung, at a $3.9 billion valuation. The round closed shortly after that report on December 20 according to the new documents.
With the close of this round, Niantic has now raised more than $415 million to date. The startup’s other investors include Founders Fund, Spark Capital and Alsop Louie Partners, among others. The filing details that there were 26 investors in this funding round.
The new influx of cash comes as the creator of Pokémon GO prepares to release its next major title, Harry Potter: Wizards Unite. The augmented reality game does not have a release date yet, but is expected to launch this year.
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WaveOptics nabs $26M as it sets its sights on lower-cost AR hardware
At the heart of the lightweight augmented reality glasses that you’ve been promised is a display engine that a handful of tech companies are racing to improve.
WaveOptics is one such startup looking to expand the capabilities and shrink the form factor of waveguide displays.
The U.K.-based company has just raised $26 million in what it’s calling the “first stage” of its Series C. The money is coming from Octopus Ventures as well as IP Group, Robert Bosch Venture Capital, Gobi Partners, Goertek and Optimas Capital Partners.
Late last month, Sunnyvale-based DigiLens announced they has raised new funding from Mitsubishi and Niantic. The increased movement comes just months after it was reported that Apple had acquired a waveguide display manufacturer, Akonia Holographics.
For so many of the companies, the mass market promise of AR is that they can eventually deliver something that everyday consumers can use as a replacement for their smartphones.
Here’s a rundown of waveguides from WaveOptics:
The backbone of these AR systems are the increasingly shrinking waveguide displays. The display engines are incredibly complex and they’re both the most expensive component for most of today’s hardware and the piece of tech that is driving the bulky form factors we’re seeing today.
There will be some more iterative executions of the tech on the consumer side before things shrink down too much, but there are also quite a few existing industries where this tech already makes sense, particularly in the automative and enterprise workforce spaces where fashion is a distant second to utility.
While a lot of the players in the AR display race have been pushing up against the same shortcomings of this display type, there was some uncertainty for a bit as so much excitement rallied around Magic Leap and the giant leaps forward that they were talking about with fiberoptic scanning light field photonic chips and all.
Turns out it was mostly smoke and mirrors in terms of what appeared in the first-gen product, though Magic Leap has promised more advances are on the way for subsequent releases. Nevertheless, the looming presence subsiding is probably welcome news to more skirmish investors who want to be sure they’re backing the right horse.
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TechSee nabs $16M for its customer support solution built on computer vision and AR
Chatbots and other AI-based tools have firmly found footing in the world of customer service, used either to augment or completely replace the role of a human responding to questions and complaints, or (sometimes, annoyingly, at the same time as the previous two functions) sell more products to users.
Today, an Israeli startup called TechSee is announcing $16 million in funding to help build out its own twist on that innovation: an AI-based video service, which uses computer vision, augmented reality and a customer’s own smartphone camera to provide tech support to customers, either alongside assistance from live agents, or as part of a standalone customer service “bot.”
Led by Scale Venture Partners — the storied investor that has been behind some of the bigger enterprise plays of the last several years (including Box, Chef, Cloudhealth, DataStax, Demandbase, DocuSign, ExactTarget, HubSpot, JFrog and fellow Israeli AI assistance startup WalkMe), the Series B also includes participation from Planven Investments, OurCrowd, Comdata Group and Salesforce Ventures. (Salesforce was actually announced as a backer in October.)
The funding will be used both to expand the company’s current business as well as move into new product areas like sales.
Eitan Cohen, the CEO and co-founder, said that the company today provides tools to some 15,000 customer service agents and counts companies like Samsung and Vodafone among its customers across verticals like financial services, tech, telecoms and insurance.
The potential opportunity is big: Cohen estimates there are about 2 million customer service agents in the U.S., and about 14 million globally.
TechSee is not disclosing its valuation. It has raised around $23 million to date.
While TechSee provides support for software and apps, its sweet spot up to now has been providing video-based assistance to customers calling with questions about the long tail of hardware out in the world, used for example in a broadband home Wi-Fi service.
In fact, Cohen said he came up with the idea for the service when his parents phoned him up to help them get their cable service back up, and he found himself challenged to do it without being able to see the set-top box to talk them through what to do.
So he thought about all the how-to videos that are on platforms like YouTube and decided there was an opportunity to harness that in a more organised way for the companies providing an increasing array of kit that may never get the vlogger treatment.
“We are trying to bring that YouTube experience for all hardware,” he said in an interview.
The thinking is that this will become a bigger opportunity over time as more services get digitised, the cost of components continues to come down and everything becomes “hardware.”
“Tech may become more of a commodity, but customer service does not,” he added. “Solutions like ours allow companies to provide low-cost technology without having to hire more people to solve issues [that might arise with it.]”
The product today is sold along two main trajectories: assisting customer reps; and providing unmanned video assistance to replace some of the easier and more common questions that get asked.
In cases where live video support is provided, the customer opts in for the service, similar to how she or he might for a support service that “takes over” the device in question to diagnose and try to fix an issue. Here, the camera for the service becomes a customer’s own phone.
Over time, that live assistance is used in two ways that are directly linked to TechSee’s artificial intelligence play. First, it helps to build up TechSee’s larger back catalogue of videos, where all identifying characteristics are removed with the focus solely on the device or problem in question. Second, the experience in the video is also used to build TechSee’s algorithms for future interactions. Cohen said there are now “millions” of media files — images and videos — in the company’s catalogue.
The effectiveness of its system so far has been pretty impressive. TechSee’s customers — the companies running the customer support — say they have on average seen a 40 percent increase in customer satisfaction (NPS scores), a 17 percent decrease in technician dispatches and between 20 and 30 percent increase in first-call resolutions, depending on the industry.
TechSee is not the only company that has built a video-based customer engagement platform: others include Stryng, CallVU and Vee24. And you could imagine companies like Amazon — which is already dabbling in providing advice to customers based on what its Echo Look can see — might be interested in providing such services to users across the millions of products that it sells, as well as provide that as a service to third parties.
According to Cohen, what TechSee has going for it compared to those startups, and also the potential entry of companies like Microsoft or Amazon into the mix, is a head start on raw data and a vision of how it will be used by the startup’s AI to build the business.
“We believe that anyone who wants to build this would have a challenge making it from scratch,” he said. “This is where we have strong content, millions of images, down to specific model numbers, where we can provide assistance and instructions on the spot.”
Salesforce’s interest in the company, he said, is a natural progression of where that data and customer relationship can take a business beyond responsive support into areas like quick warranty verification (for all those times people have neglected to do a product registration), snapping fender benders for insurance claims and of course upselling to other products and services.
“Salesforce sees the synergies between the sales cloud and the service cloud,” Cohen said.
“TechSee recognized the great potential for combining computer vision AI with augmented reality in customer engagement,” said Andy Vitus, partner at Scale Venture Partners, who joins the board with this round. “Electronic devices become more complex with every generation, making their adoption a perennial challenge. TechSee is solving a massive problem for brands with a technology solution that simplifies the customer experience via visual and interactive guidance.”
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AR startup Blippar in danger of becoming a blip as shareholders fight over future funding
Blippar, the U.K.-based AR startup that raised more than $130 million, may be nearing the end of the road. The company has been burning through cash in a bid to pivot in search of a profitable AR business model, and now shareholders are in dispute over whether to throw Blippar any more money to aid that effort, according to a statement the company provided to TechCrunch.
The company has been on the brink for a while now, but things have taken a hard turn in the past few months on the back of yet another pivot.
A Blippar spokesperson told TechCrunch that a single shareholder is blocking the required unanimous vote to close on emergency funding, without which Blippar must begin insolvency proceedings. The company is hoping to continue negotiating with the holdout and come to a resolution this week.
A source close to the company confirmed The Sunday Times report from this weekend, which stated that Khazanah, a strategic investment fund from the Malaysian government, did not approve Blippar’s bid for emergency funding. In July, Khazanah’s board resigned as part of the transition to a new government, meaning that the top brass at the firm are not the same people who invested in Blippar originally.
In September, Blippar raised $37 million from Candy Ventures and Qualcomm Ventures, stating that the Series E financing would help the company achieve its goal of becoming profitable by September 2019. But the private company has posted losses for the past two years, according to BI. It’s unclear whether or not the emergency funding being blocked now is the same $37 million Series E the company claimed to have closed in September or new cash.
Blippar has been a contender in the AR space since 2011. The company started as a marketing agency that would allow brands to purchase augmented reality ads placed on real-world objects or on magazines. Users could scan these “Blipps” to unlock additional AR content and offers.
In 2013, Blippar launched in the U.S. and the company grew alongside the momentum of the AR space in general. But there were more than a few missteps.
The company spent time and money building for short-lived platforms like Windows Phone and Google Glass.
But even if resources weren’t wasted on now-defunct platforms, the general premise of Blippar was always somewhat questionable. Even if the format of the engagement was novel, an ad is still an ad. Few consumers are interested in downloading and engaging with an app that simply serves up brand content.
So Blippar switched things up. The company pivoted on the heels of its $45 million Series C to become a computer vision-powered visual search engine.
Blippar overhauled the technology to allow for content to be unlocked by any object in the real world via computer vision, instead of relying on physical stickers (Blipps). The company also started incorporating content that wasn’t necessarily ad-based but information-based, such as the make and model of a car or the scientific name of a plant.
Indeed, there seems to be a use case for visual-based search. There are times when we simply don’t have the words to properly identify something we see in the real world. But in a world where really only one company dominates search, executing on that proved incredibly complicated for Blippar.
Google has offered a form of visual search for years, and you could argue that those companies that are already strong players in search and information discovery might become strong players (or at least tough competition) in visual search, an extension of what they already do.
Blippar has claimed it has upwards of 65 million registered users via its network of brand and publishing partners, white-label SDK partners, etc.; actual downloads of its app were closer to 500,000 in 2017, reports BI. (And it’s not clear how many of those registered users were regular users, anyway.)
After a number of attempts at making visual search relevant — including a truly bizarre move into social with the launch of a Snapchat-esque feature called Halos — Blippar turned its attention to spaces.
In 2017, the company launched the AR City app, which lets users navigate their way through more than 300 cities using the camera on their smartphone. The company argued that navigation via its computer vision tech was more accurate than GPS. In August 2018, Blippar took the technology indoors with the launch of the Indoor Visual Positioning System. The hope with this launch is that it would attract whales for clients, as it was built to be used in large commercial spaces like stadiums, airports, shopping centers and large office buildings/campuses.
The positioning system not only allowed for hyper accurate indoor navigation, but also extra AR content such as points of interest, personalized content, etc.
Shortly after the launch, in September of this year, Blippar picked up its most recent $37 million Series E funding, which it said would “help the company reach its profitability goal within the next 12 months.”
But, if this report is true, it would appear that it’s just too little too late.
While being an early player can have its advantages, many pioneers in the tech startup landscape don’t have the benefit of learning from others’ mistakes. With a launch in 2011, Blippar most certainly falls into that category.
But beyond the timing, Blippar also seemed to be building technology for the sake of building technology, without ever really nailing down a focused way for that technology to earn money.
We reached out to the company and a Blippar spokesperson had this to say:
The rate of change in the AR industry resulted in a lack of standardisation across platforms and tools which has become a barrier to greater adoption and application of the technology. In response to these we refined our strategy to primarily focus on our SaaS self-service AR creation and publishing platform and we are on the path to accelerate the developments of this platform. Our goal is to unify and standardise all AR formats and make it easy for everybody to create AR.
Our strategy and product roadmap to enable this goal has unanimous approval from our board, for which we require an additional amount of funding to accelerate our growth and fulfill our profitability plans. The additional funding has been secured and approved by the whole board, but ultimately requires shareholders’ approval, which was given by all except one.
Despite not participating in any further funding of the business, that shareholder took the decision to vote against the additional funding. We tried to reach an agreement with them that would allow the business to continue with these plans and have offered various solutions, and so far they have refused all proposals.
Our board is still trying to negotiate with them and we hope to have a reasonable position at some point this week.
We also reached out to Qualcomm Ventures but have not heard back. We will update if/when we do.
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Enterprise AR is an opportunity to ‘do well by doing good,’ says General Catalyst
A founder-investor panel on augmented reality (AR) technology here at TechCrunch Disrupt Berlin suggests growth hopes for the space have regrouped around enterprise use-cases, after the VR consumer hype cycle landed with yet another flop in the proverbial ‘trough of disillusionment’.
Matt Miesnieks, CEO of mobile AR startup 6d.ai, conceded the space has generally been on another downer but argued it’s coming out of its third hype cycle now with fresh b2b opportunities on the horizon.
6d.ai investor General Catalyst‘s Niko Bonatsos was also on stage, and both suggested the challenge for AR startups is figuring out how to build for enterprises so the b2b market can carry the mixed reality torch forward.
“From my point of view the fact that Apple, Google, Microsoft, have made such big commitments to the space is very reassuring over the long term,” said Miesnieks. “Similar to the smartphone industry ten years ago we’re just gradually seeing all the different pieces come together. And as those pieces mature we’ll eventually, over the next few years, see it sort of coalesce into an iPhone moment.”
“I’m still really positive,” he continued. “I don’t think anyone should be looking for some sort of big consumer hit product yet but in verticals in enterprise, and in some of the core tech enablers, some of the tool spaces, there’s really big opportunities there.”
Investors shot the arrow over the target where consumer VR/AR is concerned because they’d underestimated how challenging the content piece is, Bonatsos suggested.
“I think what we got wrong is probably the belief that we thought more indie developers would have come into the space and that by now we would probably have, I don’t know, another ten Pokémon-type consumer massive hit applications. This is not happening yet,” he said.
“I thought we’d have a few more games because games always lead the adoption to new technology platforms. But in the enterprise this is very, very exciting.”
“For sure also it’s clear that in order to have the iPhone moment we probably need to have much better hardware capabilities,” he added, suggesting everyone is looking to the likes of Apple to drive that forward in the future. On the plus side he said current sentiment is “much, much much better than what it was a year ago”.
Discussing potential b2b applications for AR tech one idea Miesnieks suggested is for transportation platforms that want to link a rider to the location of an on-demand and/or autonomous vehicle.
Another area of opportunity he sees is working with hardware companies — to add spacial awareness to devices such as smartphones and drones to expand their capabilities.
More generally they mentioned training for technical teams, field sales and collaborative use-cases as areas with strong potential.
“There are interesting applications in pharma, oil & gas where, with the aid of the technology, you can do very detailed stuff that you couldn’t do before because… you can follow everything on your screen and you can use your hands to do whatever it is you need to be doing,” said Bonatsos. “So that’s really, really exciting.
“These are some of the applications that I’ve seen. But it’s early days. I haven’t seen a lot of products in the space. It’s more like there’s one dev shop is working with the chief innovation officer of one specific company that is much more forward thinking and they want to come up with a really early demo.
“Now we’re seeing some early stage tech startups that are trying to attack these problems. The good news is that good dollars is being invested in trying to solve some of these problems — and whoever figures out how to get dollars from the… bigger companies, these are real enterprise businesses to be built. So I’m very excited about that.”
At the same time, the panel delved into some of the complexities and social challenges facing technologists as they try to integrate blended reality into, well, the real deal.
Including raising the spectre of Black Mirror style dystopia once smartphones can recognize and track moving objects in a scene — and 6d.ai’s tech shows that’s coming.
Miesnieks showed a brief video demo of 3D technology running live on a smartphone that’s able to identify cars and people moving through the scene in real time.
“Our team were able to solve this problem probably a year ahead of where the rest of the world is at. And it’s exciting. If we showed this to anyone who really knows 3D they’d literally jump out of the chair. But… it opens up all of these potentially unintended consequences,” he said.
“We’re wrestling with what might this be used for. Sure it’s going to make Pokémon game more fun. It could also let a blind person walk down the street and have awareness of cars and people and they may not need a cane or something.
“But it could let you like tap and literally have people be removed from your field of view and so you only see the type of people that you want to look at. Which can be dystopian.”
He pointed to issues being faced by the broader technology industry now, around social impacts and areas like privacy, adding: “We’re seeing some of the social impacts of how this stuff can go wrong, even if you assume good intentions.
“These sort of breakthroughs that we’re having are definitely causing us to be aware of the responsibility we have to think a bit more deeply about how this might be used for the things we didn’t expect.”
From the investor point of view Bonatsos said his thesis for enterprise AR has to be similarly sensitive to the world around the tech.
“It’s more about can we find the domain experts, people like Matt, that are going to do well by doing good. Because there are a tonne of different parameters to think about here and have the credibility in the market to make it happen,” he suggested, noting: “It‘s much more like traditional enterprise investing.”
“This is a great opportunity to use this new technology to do well by doing good,” Bonatsos continued. “So the responsibility is here from day one to think about privacy, to think about all the fake stuff that we could empower, what do we want to do, what do we want to limit? As well as, as we’re creating this massive, augmented reality, 3D version of the world — like who is going to own it, and share all this wealth? How do we make sure that there’s going to be a whole new ecosystem that everybody can take part of it. It’s very interesting stuff to think about.”
“Even if we do exactly what we think is right, and we assume that we have good intentions, it’s a big grey area in lots of ways and we’re going to make lots of mistakes,” conceded Miesnieks, after discussing some of the steps 6d.ai has taken to try to reduce privacy risks around its technology — such as local processing coupled with anonymizing/obfuscating any data that is taken off the phone.
“When [mistakes] happen — not if, when — all that we’re going to be able to rely on is our values as a company and the trust that we’ve built with the community by saying these are our values and then actually living up to them. So people can trust us to live up to those values. And that whole domain of startups figuring out values, communicating values and looking at this sort of abstract ‘soft’ layer — I think startups as an industry have done a really bad job of that.
“Even big companies. There’d only a handful that you could say… are pretty clear on their values. But for AR and this emerging tech domain it’s going to be, ultimately, the core that people trust us.”
Bonatsos also pointed to rising political risk as a major headwind for startups in this space — noting how China’s government has decided to regulate the gaming market because of social impacts.
“That’s unbelievable. This is where we’re heading with the technology world right now. Because we’ve truly made it. We’ve become mainstream. We’re the incumbents. Anything we build has huge, huge intended and unintended consequences,” he said.
“Having a government that regulates how many games that can be built or how many games can be released — like that’s incredible. No company had to think of that before as a risk. But when people are spending so many hours and so much money on the tech products they are using every day. This is the [inevitable] next step.”
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Phiar raises $3 million for an AR navigation app for drivers
Augmented reality is a very buzzy space, but the fundamental technologies underpinning it are pushing boundaries across a lot of other verticals. Machine learning, object recognition and visual mapping tech are the pillars of plenty of new ventures, enabling there to be companies that thrive in the overlap.
Phiar (pronounced fire) is building an augmented reality navigation app for drivers, but the same tech it’s built to help drivers easily pinpoint where they need to make their next turn also helps them build up rich mapping data that can give partners like autonomous car startups the high-quality data they so deeply need.
The SF-based company has just closed a $3 million seed deal led by Norwest Venture Partners and The Venture Reality Fund. Other investors include Anorak Ventures, Mayfield Fund, Zeno Ventures, Cross Culture Ventures, GFR Fund, Y Combinator, Innolinks Ventures and Half Court Ventures.
While phone and headset-based AR have received a lot of the broader media attention, the automotive industry is a central focus for a lot of augmented reality startups attracted by the proposition of a mobile environment that can showcase and integrate bulky tech. There certainly have been quite a few heads-up display startups looking to take advantage of a car’s windshield real estate, and prior to joining Y Combinator, Phiar was actually looking to build some of this hardware themselves before deciding on a more software-focused route for the company.
Unlike a lot of phone AR apps built on top of Apple or Google’s developer platforms, Phiar’s use case doesn’t quite work with the limitations of these systems, which understandably weren’t built with the idea a user would be moving at 60 miles per hour. As a result, the company has had to build tech to greater understand the geometry of a quickly updating world through a single camera while ensuring that it’s not just some ugly directional overlay, using techniques like real-time occlusion to ensure that the digital and physical worlds interact nicely.
While the startup’s big consumer-facing play is the free AR mobile app, Phiar is really just an augmented reality company on the surface; its real sell is what it can do with the data and insights gathered from an always-on dash camera. The same object recognition tech that will allow the app to seamlessly toss AR animations onto the scene in front of you is also analyzing that environment and uploading metadata to build up its mapping insights.
In addition, the app saves up to 30 minutes of footage from each ride, offering users the utility of a free dash cam in case they get in an accident and need video for an insurance claim, while providing some rich anonymized data for the company to build up high-quality mapping data it can sell to partners.
This kind of data is incredibly useful to companies building autonomous car tech, ridesharing companies and a lot of entities that are interested in access to quickly updating map data. The challenge for Phiar will be building up enough users so their map data is as rich as their partners will demand.
CEO Chen-Ping Yu says that the startup is in talks with partners in the automotive space to integrate their tech and is also working to bring what they’ve built to companies in the ridesharing space. Yu says the company plans to release their consumer app in mid-2019.
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Banuba raises $7M to supercharge any app or device with the ability to really see you
Walking into the office of Viktor Prokopenya — which overlooks a central London park — you would perhaps be forgiven for missing the significance of this unassuming location, just south of Victoria Station in London. While giant firms battle globally to make augmented reality a “real industry,” this jovial businessman from Belarus is poised to launch a revolutionary new technology for just this space. This is the kind of technology some of the biggest companies in the world are snapping up right now, and yet, scuttling off to make me a coffee in the kitchen is someone who could be sitting on just such a company.
Regardless of whether its immediate future is obvious or not, AR has a future if the amount of investment pouring into the space is anything to go by.
In 2016 AR and VR attracted $2.3 billion worth of investments (a 300 percent jump from 2015) and is expected to reach $108 billion by 2021 — 25 percent of which will be aimed at the AR sector. But, according to numerous forecasts, AR will overtake VR in 5-10 years.
Apple is clearly making headway in its AR developments, having recently acquired AR lens company Akonia Holographics and in releasing iOS 12 this month, it enables developers to fully utilize ARKit 2, no doubt prompting the release of a new wave of camera-centric apps. This year Sequoia Capital China, SoftBank invested $50 million in AR camera app Snow. Samsung recently introduced its version of the AR cloud and a partnership with Wacom that turns Samsung’s S-Pen into an augmented reality magic wand.
The IBM/Unity partnership allows developers to integrate into their Unity applications Watson cloud services such as visual recognition, speech to text and more.
So there is no question that AR is becoming increasingly important, given the sheer amount of funding and M&A activity.
Joining the field is Prokopenya’s “Banuba” project. For although you can download a Snapchat-like app called “Banuba” from the App Store right now, underlying this is a suite of tools of which Prokopenya is the founding investor, and who is working closely to realize a very big vision with the founding team of AI/AR experts behind it.
The key to Banuba’s pitch is the idea that its technology could equip not only apps but even hardware devices with “vision.” This is a perfect marriage of both AI and AR. What if, for instance, Amazon’s Alexa couldn’t just hear you? What if it could see you and interpret your facial expressions or perhaps even your mood? That’s the tantalizing strategy at the heart of this growing company.
Better known for its consumer apps, which have been effectively testing their concepts in the consumer field for the last year, Banuba is about to move heavily into the world of developer tools with the release of its new Banuba 3.0 mobile SDK. (Available to download now in the App Store for iOS devices and Google Play Store for Android.) It’s also now secured a further $7 million in funding from Larnabel Ventures, the fund of Russian entrepreneur Said Gutseriev, and Prokopenya’s VP Capital.
This move will take its total funding to $12 million. In the world of AR, this is like a Romulan warbird de-cloaking in a scene from Star Trek.
Banuba hopes that its SDK will enable brands and apps to utilise 3D Face AR inside their own apps, meaning users can benefit from cutting-edge face motion tracking, facial analysis, skin smoothing and tone adjustment. Banuba’s SDK also enables app developers to utilise background subtraction, which is similar to “green screen” technology regularly used in movies and TV shows, enabling end-users to create a range of AR scenarios. Thus, like magic, you can remove that unsightly office surrounding and place yourself on a beach in the Bahamas…
Because Banuba’s technology equips devices with “vision,” meaning they can “see” human faces in 3D and extract meaningful subject analysis based on neural networks, including age and gender, it can do things that other apps just cannot do. It can even monitor your heart rate via spectral analysis of the time-varying color tones in your face.
It has already been incorporated into an app called Facemetrix, which can track a child’s eyes to ascertain whether they are reading something on a phone or tablet or not. Thanks to this technology, it is possible to not just “track” a person’s gaze, but also to control a smartphone’s function with a gaze. To that end, the SDK can detect micro-movements of the eye with subpixel accuracy in real time, and also detects certain points of the eye. The idea behind this is to “Gamify education,” rewarding a child with games and entertainment apps if the Facemetrix app has duly checked that they really did read the e-book they told their parents they’d read.
If that makes you think of a parallel with a certain Black Mirror episode where a young girl is prevented from seeing certain things via a brain implant, then you wouldn’t be a million miles away. At least this is a more benign version…
Banuba’s SDK also includes “Avatar AR,” empowering developers to get creative with digital communication by giving users the ability to interact with — and create personalized — avatars using any iOS or Android device.
Prokopenya says: “We are in the midst of a critical transformation between our existing smartphones and future of AR devices, such as advanced glasses and lenses. Camera-centric apps have never been more important because of this.” He says that while developers using ARKit and ARCore are able to build experiences primarily for top-of-the-range smartphones, Banuba’s SDK can work on even low-range smartphones.
The SDK will also feature Avatar AR, which allows users to interact with fun avatars or create personalised ones for all iOS and Android devices. Why should users of Apple’s iPhone X be the only people to enjoy Animoji?
Banuba is also likely to take advantage of the news that Facebook recently announced it was testing AR ads in its newsfeed, following trials for businesses to show off products within Messenger.
Banuba’s technology won’t simply be for fun apps, however. Inside two years, the company has filed 25 patent applications with the U.S. patent office, and of six of those were processed in record time compared with the average. Its R&D center, staffed by 50 people and based in Minsk, is focused on developing a portfolio of technologies.
Interestingly, Belarus has become famous for AI and facial recognition technologies.
For instance, cast your mind back to early 2016, when Facebook bought Masquerade, a Minsk-based developer of a video filter app, MSQRD, which at one point was one of the most popular apps in the App Store. And in 2017, another Belarusian company, AIMatter, was acquired by Google, only months after raising $2 million. It too took an SDK approach, releasing a platform for real-time photo and video editing on mobile, dubbed Fabby. This was built upon a neural network-based AI platform. But Prokopenya has much bolder plans for Banuba.
In early 2017, he and Banuba launched a “technology-for-equity” program to enroll app developers and publishers across the world. This signed up Inventain, another startup from Belarus, to develop AR-based mobile games.
Prokopenya says the technologies associated with AR will be “leveraged by virtually every kind of app. Any app can recognize its user through the camera: male or female, age, ethnicity, level of stress, etc.” He says the app could then respond to the user in any number of ways. Literally, your apps could be watching you.
So, for instance, a fitness app could see how much weight you’d lost just by using the Banuba SDK to look at your face. Games apps could personalize the game based on what it knows about your face, such as reading your facial cues.
Back in his London office, overlooking a small park, Prokopenya waxes lyrical about the “incredible concentration of diversity, energy and opportunity” of London. “Living in London is fantastic,” he says. “The only thing I am upset about, however, is the uncertainty surrounding Brexit and what it might mean for business in the U.K. in the future.”
London may be great (and will always be), but sitting on his desk is a laptop with direct links back to Minsk, a place where the facial recognition technologies of the future are only now just emerging.
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