AT&T and Magic Leap Partnership is All About 5G, While Selling a $2,300 Headset Without It


AT&T and Magic Leap fashioned a partnership final 12 months which seemed rather a lot just like the one between Cingular (now merged with AT&T) and Apple which led to the launch of iPhone. The concept was that the iPhone was an all new cell computing machine that wanted a next-gen community which solely Cingular might present; the iPhone first launched unique to the Cingular community. AT&T and Magic Leap are pitching an analogous advertising and marketing message involving Magic Leap One and 5G, and have begun solely promoting the headset in choose AT&T shops… however the entire thing falls flat upon the conclusion that the headset doesn’t even have any 5G .

Magic Leap’s advertising and marketing for its first AR headset, the Magic Leap One ‘Creator Version’, has been… curious, to say the least. From the presentation on the corporate’s web site, to a consumer-facing augmented actuality Recreation of Thrones demo, to the supply of the headset in choose AT&T and shops… it very a lot looks as if the corporate is saying that this machine is prepared for a broader viewers than simply builders. However there’s little to justify the headset’s $2,300 price ticket when you aren’t anticipating to construct purposes for the headset that will someday make you cash years sooner or later when such units are extra widespread.

AT&T and Magic Leap Partnership is All About 5G, Whereas Promoting a $2,300 Headset With out It 9Picture courtesy Magic Leap

This unclear messaging about who the headset is basically for has reached a brand new peak of strangeness when AT&T and Magic Leap introduced lately that the Magic Leap One is being solely bought in a handful of flagship AT&T shops.

“Starting subsequent week, AT&T and Magic Leap will take the leap to a brand new actuality, additional enhancing the best way customers expertise their world [my emphasis],” reads a press launch marking the event. The discharge can be stuffed with quotes from each firms about how important a 5G community will probably be to constructing the way forward for computing that Magic Leap is promising:

“Our journey with Magic Leap to rework trade and client experiences begins at this time with the launch of the Magic Leap One solely obtainable from AT&T,” stated John Donovan, CEO, AT&T Communications. “Along with Magic Leap, we’re making the way forward for schooling, telemedicine, sports activities, leisure and on a regular basis experiences extraordinary. However there’s a lot extra creativity forward. 5G will assist drive the following era of spatial computing that may ship immersive, interactive content material in all places.”

“AT&T’s funding in 5G will allow the widespread adoption of rising and revolutionary applied sciences like Magic Leap’s spatial computing and can assist to redefine how we entry and expertise every little thing from work, play, communication, media, healthcare and schooling,” stated Rony Abovitz, CEO of Magic Leap. “The Magic Leap workforce and I are excited to take this subsequent step in our unique partnership, tapping into AT&T’s huge retail distribution and the Magicverse improvements that will probably be powered by their sport altering 5G community.”

The central message is evident: 5G is the important thing to realizing Magic Leap’s imaginative and prescient—one the place spatial computing is a part of our on a regular basis lives. However the headset that’s now being bought in some AT&T shops doesn’t even have any 5G in any respect, which actually convolutes the story the businesses are spinning.

The press launch does specify that the headset is Wi-Fi solely, however in a approach that doesn’t in any respect deal with the truth that it concurrently talks about how vital 5G is to the longer term the machine is meant to allow: “The preliminary launch will function over a Wi-Fi connection and supply new communication and leisure experiences at an entire new degree.”

Magic Leap didn’t reply to our request for touch upon the character of their 5G messaging and partnership with AT&T.

Ostensibly, AT&T needs individuals who come into their shops to purchase the $2,300 Magic Leap One. However on the identical time they’re saying ‘for the actual future that we’re promising, you’re going to wish to purchase one other headset that’s geared up with 5G’.

It could have been as if Cingular and Apple talked about how the iPhone was the way forward for cell computing, after which launched it solely in Cingular shops as a Wi-Fi solely product… anticipating clients that believed within the imaginative and prescient to later purchase one other iPhone which really had mobile connectivity.

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That is simply one other oddity in a string of unclear messaging from Magic Leap’s advertising and marketing strategy, which from an aesthetic standpoint, seems and feels focused at customers, however from a pricing and have standpoint can’t be thought-about something however a growth equipment.

Magic Leap isn’t any clearer on messaging with builders who’re really perceive that the product is a dev equipment by and thru. One developer I spoke with believes in the way forward for spatial computing, however feels Magic Leap’s poorly communicated path makes it a dangerous platform to significantly take into account for something greater than experimentation.

“Creating one thing normally takes a great period of time. And whenever you choose a goal platform, you’re partnering with that platform. It’s exhausting to choose Magic Leap as a companion after they gained’t share key data with you,” the developer stated. “Following somebody who shares no data with you and retains saying ‘Belief me, it’s all gonna work out!’ is commonly a foul enterprise choice. They share their long run, 10–20 12 months imaginative and prescient on a regular basis, however refuse to share the 12 months’s imaginative and prescient. An organization that wishes to construct the longer term must do effectively within the current.”

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Magic Leap isn’t the primary to attempt to straddle the road between ‘dev equipment’ and ‘client prepared’ with a brand new product that’s not prepared for prime time due to an absence of compelling content material that also must be constructed up by builders.

AT&T and Magic Leap Partnership is All About 5G, Whereas Promoting a $2,300 Headset With out It 10Samsung’s Gear VR ‘Innovator Version’ Headset

In 2014, Oculus and Samsung launched the primary Gear VR headset which they dubbed the ‘Innovator Version’ (not dissimilar to Magic Leap One ‘Creator Version’). And whereas we had been additionally important concerning the firms’ advertising and marketing in a gray space, Gear VR was greater than 10 instances inexpensive ($200), and neither firm was saying that the headset lacked some important performance that may be key to the longer term they had been promising. That made it decrease danger for each customers and builders to purchase in. In subsequent years, the headset was upgraded and bought extra content material, and thus misplaced the ‘Innovator Version’ tag, however the newer variations had been primarily the identical machine/platform that had been promised to those that purchased into the imaginative and prescient from the outset.