Samsung expands into AR with glasses trademark

Samsung, a tech giant renowned for its innovation, is poised to make a substantial impact in the augmented and virtual reality (AR/VR) landscape. Recent trademarks and partnerships suggest a strategic move towards immersive technologies, with the company eyeing multiple device launches in the near future.

Trademark Acquisition: "Samsung Glasses"

In a report by Samsung news outlet SamMobile on November 24, it was revealed that Samsung successfully secured a trademark in the UK for the term "Samsung Glasses." This encompassing trademark spans various product categories, including augmented reality headsets, smart glasses, and virtual reality headsets. The acquisition strongly hints at Samsung's active development of AR smart glasses, raising expectations for a potential launch within the next few years.

Competition in the Enterprise Market

Samsung's foray into AR smart glasses positions the company to compete directly with existing devices in the enterprise market. Notable competitors include Meta's recently unveiled RayBan Smart Glasses and the pioneering Google Glass. While specific details about Samsung's offering are scarce, the trademark filing underscores the company's strategic interest in the smart glasses and AR sector, indicating a commitment to exploring this burgeoning market.

Entering the Arena: Meta and Apple Rivalry

Samsung's recent moves position the company in a growing rivalry between Meta and Apple in the immersive devices market. Comments from a Meta employee in early October revealed a sense of apprehension, stating, "We're in the 'afraid of Apple' stage." Samsung's strategic manoeuvres indicate a willingness to challenge these industry giants, potentially reshaping the competitive landscape in the AR/VR space.

Collaboration with Google and Qualcomm

In a noteworthy collaboration, Samsung is actively working with industry heavyweights Google and Qualcomm on a high-end mixed-reality headset anticipated to launch in late 2024. Initial rumours hinted at Samsung developing an independent extended reality (XR) headset. However, recent sources reveal a shift in strategy after the unveiling of Apple's $3,499 Vision Pro headset. Samsung's redesign aims to create a premium competitor, showcasing the company's agility in responding to market dynamics.

The Technological Edge: Qualcomm's Next-Generation XR Chipset

Key to Samsung's mixed-reality headset is Qualcomm's next-generation XR chipset, currently in development. Positioned as a technological leap beyond the capabilities of the latest Meta Quest headset, this chipset promises enhanced performance. Samsung's forthcoming device is expected to leverage this cutting-edge technology, aligning with its commitment to delivering top-tier immersive experiences.

Incorporating MicroOLED Displays from eMagin

Further fortifying its technological arsenal, Samsung is incorporating MicroOLED displays from its recent acquisition, eMagin. This strategic move not only enhances the visual capabilities of Samsung's immersive devices but also showcases the company's dedication to vertical integration and innovation in display technologies.

Two Universes Colliding: Samsung's Dual AR/VR Projects

With Samsung concurrently engaged in two substantial AR/VR projects alongside major industry players, the company is positioning itself to compete toe-to-toe with the likes of Apple, Meta, and Google. As immersive technologies inch closer to mainstream adoption, Samsung's dual projects reflect a commitment to establishing a formidable presence in the evolving landscape.

Future Device Roadmap: Augmented and Mixed Reality Hardware

While specific launch timelines remain flexible, the trademarks and collaborations strongly indicate that augmented and mixed reality hardware occupies an essential place in Samsung's future device roadmap. This strategic focus aligns seamlessly with Samsung's successful lines of phones, tablets, and computers, emphasizing a holistic approach to technological innovation.

Conclusion

Samsung's expansion into the AR/VR space signifies a pivotal moment in the company's history. As it navigates the competitive landscape, Samsung's strategic acquisitions, partnerships, and technological advancements position it as a key player in shaping the future of augmented and virtual reality. The journey into immersive technologies not only underscores Samsung's commitment to innovation but also sets the stage for a dynamic and competitive era in the AR/VR domain.