Magic Leap has renamed its augmented reality glasses to Magic Leap 1 and launched a B2B business package. The Magic Leap Enterprise Suite is a hardware and software package that is tailored for business needs. Magic Leap is yet to provide details about the updates it has made to the Magic Leap One headset.
Magic Leap’s AR glasses are reportedly not performing well in the market. Recently, we reported that the company’s latest Magic Leap One Creator glasses have reportedly sold only 6000 units in six months, according to some insider sources.
The company, however, seems to have come up with new ways to change its fortunes by pitching the device as a business tool. The company is launching the Enterprise Suite that will include the Magic Leap 1 AR headset which is an update of the Magic Leap One Creator Edition, device management tools, two years of dedicated support, fast device replacements along with extended warranties. The business package will also offer users access to various AR-friendly work apps by third parties that cover a broad range of use-cases including collaboration, location-based experiences as well as 3D visualization for design and medicine.
Magic Leap is yet to provide details on the improvements that it has made to its Magic Leap 1 headset but the business suite will cost less than $3,000.
Magic Leap is Hoping for B2B Profits
Magic Leap has named four core areas of B2B applications for its augmented reality glasses namely: communication, collaboration and co-presence; 3D visualization; learning and assistance and location-based experiences.
In a blog post, the mixed reality company has also listed some of the exemplary apps for these use-cases that have been developed by various partners, some of them in collaboration with Magic Leap. These include the BNP Paribas, Hyperloop Transportation Technologies, the Dow Jones Innovation Lab, Jabil, AEC, Deloitte, Skender and NTT DoCoMo.
The Magic Leap Enterprise Suite
Priced at $2,995 per headset, the Enterprise Suite is $700 more expensive than the normal Magic Leap One headset but the company is betting that the extra $700 will be worthwhile enough for enterprise users looking for oversight tools and a guarantee of functional headsets to hop onto the package.
With its B2B program, Magic Leap is shifting gear to a new business. So far, the mixed reality company has focused its efforts primarily on the end users even though it has sold very few devices in that market.
Magic Leap’s main challenge will be how to convince companies and other enterprise users that the $3000 Enterprise Suite will be worth the investment. The company may not have it easy in the B2B segment either, especially in a market where Microsoft is already well-established with its HoloLens 2 headset which holds the same appeal for enterprises looking to try out augmented reality. For many businesses already foraying into the immersive uses, augmented reality may even appear as an overkill. After all, there are lots of business-friendly virtual reality options that cost much less and are just as effective. Magic Leap is betting that its clever technology will sway some users to try out the platform, even though those numbers may still not be sufficient to make an impact.
The company has so far been financed to the tune of $2.6 billion but it is still facing some financial challenges according to recent reports. There are reports that Magic Leap is currently engaged in ongoing negotiations for a new $500 million round of investment.
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