Google Glass Faces A Challenger

Scott Lambert

As Google brings out the updated version of Google Glass this winter, news of a new competitor has the tech world in a state of excitement. Ambitious start-up company Meta is the small fish in a big pond that may yet make quite a splash with its immersive space glasses.

Meta’s product will not actually be released until next June but its publicity campaign is already gearing up. Much of its appeal lies in the fact that it comes much closer to what users have been promised by science fiction – everything from The Terminator to Iron Man – with a visual overlay that provides computer-generated information on top of the natural field of view.

What looks like a pair of large-framed shades conceals reflective inner surfaces that the user can still comfortably see through – as long as it is not too dark – but that act as a screen onto which data can be projected by tiny units in the arms. The product does not yet come with a pre-attached computer for generating this data on the headset, but it can easily be connected to a small, purpose-built unit suitable for carrying in a pocket.

To make the threat to Google more palpable, Meta already has an eager consumer base. It originated as a Kickstarter-funded project, raising a development fund of $100,000, and its backers are already walking around in an early version of the product.

This situation is likely to be of considerable interest to advertisers, who have found the limited visual space provided by Google Glass a challenge to utilize effectively. With Meta’s project, adverts should be considerably easier to display, though of course it will be important not to overwhelm the user; ultimately, when walking around outdoors, it is most important to be able to see other people, cars and so forth.

The potential for map overlays, however, is considerable, and the possibility of adding targeted graphics to make particular shops stand out as a user passes them in the street could have strong appeal for the retailer. For users, the product could mean never again getting lost when walking through an unfamiliar city and could make it easy for them to head directly to the kind of places that interest them most.

One thing that comes through clearly is that this is only the beginning. As other companies begin to compete in the wearable computer headgear sector, there could be many interesting products on the way and customers could get a whole new view of the marketplace.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

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