What It Will Take for Augmented Reality to Become Our Reality
Peggy Johnson, CEO of AR goggle maker Magic Leap, talks about the real metaverse, how the tech is used on the job, and the innovation needed for non-nerdy glasses.
Peggy Johnson, CEO of AR goggle maker Magic Leap, talks about the real metaverse, how the tech is used on the job, and the innovation needed for non-nerdy glasses.
Metaverse. Metaverse. Metaverse.
Say it three times fast, and you’ll still be confused about the promise of this much-hyped digital world where we’ll apparently work, hang out and more.
Yet Peggy Johnson, chief executive of Magic Leap, can see it clearly. She doesn’t even have to put on the company’s high-tech headset.
Ms. Johnson, who took over the reins of the embattled startup in 2020, sees a future where we put on augmented-reality glasses and view digital information projected within our real world. No more would we be constantly sucked out of the world to stare at a screen in our hand or on our desk or wall.
(Reminder: While a virtual-reality headset blocks out the world so you can escape, augmented-reality goggles add a layer onto it. Think of the windshield heads-up display found in many cars today.)
After 25 years at Qualcomm, Inc. and then six more at Microsoft Corp. as its chief deal maker, the 60-year-old CEO redirected Magic Leap to focus on enterprise customers and business-use customers for its still nascent technology. The Magic Leap 2 headset, expected to ship later this year, is designed to be lighter than its predecessor, with better optics and audio.
The Wall Street Journal spoke to Ms. Johnson about the industries already making AR a reality and what it will take to get glasses that don’t look like a total nerd helmet.
Right now, we sit in a stationary spot, and we interact through a keyboard with a PC. Augmented reality is going to change that whole paradigm. You’ll be able to look at your physical world and interact with digital content that sits in your physical world. The opportunity is to have a heads-up view and be able to have useful tools embedded in your physical world that will help you get your job done. It’ll help you do things in shorter amounts of time because you’ll have these digital cues helping you.
We have a number of healthcare companies using it because it very precisely and accurately can place digital content in front of their eyes.
For instance, we have a company named Brainlab who’s using it. They scan an image of your brain, and a 3-D image of your brain is now in front of your eyes and it can be used as a pre-surgical planning tool. You can draw the surgical pathway that you want to take.
Another company called SentiAR creates live, interactive 3-D visuals of patient’s hearts during cardiac-ablation procedures, which are performed to correct heart-rhythm problems. Typically, that’s done with a surgeon feeding the tube in but looking at a 2-D screen. Now, they have the ability to map your heart—the actual live heart—in front of your eyes while they’re inserting the catheter, and that just improves accuracy, navigation abilities.
Beyond that, we have a variety of manufacturing scenarios. We think it’s going to be a real tool for the factory worker. You can almost think of it as a computer on their eyes. Their hands are still free to do their job but, for instance, the worker can walk up to a physical machine. Above it can be displayed digitally the statistics of the machine: The up time, the down time, there can be a red flag that says it’s time for maintenance.
To some degree, we think of this as an advantage. We’ve taken the heat and the weight and put it down on your waistband or your pocket. That has allowed us to make the headset only about 250 grams, about 20% lighter than our Magic Leap 1.
You can draw an analogy between AR and mobile phones. When they first came out, they were big and they got smaller over time. A lot of that was component reduction and silicon integration. So those two things have to happen. It’ll be a few years before we can get to an eyeglasses format. But clearly, that’ll open up a consumer market in a big way and that’s definitely what we’re focused on.
Enterprise customers were really the first users of mobile phones. I was in that industry back then, and they wanted longer battery life, smaller, lighter, all of those things. So we’ll take all that feedback in and use it as we begin to design Magic Leap 3.
I do think—and particularly because we’re coming out of a pandemic and we’re living in a hybrid world—this idea of 3-D collaboration with others who may be in the room or maybe a continent away is going to be an application that drives consumer use. It could be talking to your grandma on the other coast or it could be talking to your co-workers. To make meetings come to life seems to be the thing that will really drive usage into a consumer format.
There are great use cases for virtual reality. A lot of them are around entertainment, training, that sort of thing. It’s somewhat limited because when you’re fully occluded, you’re limited and you can’t move around as easily.
When you can see your physical world and interact with the digital content, that’s the true promise of the metaverse. The technology should just blend in. I think the pandemic will push us more toward that because we have been heads-down for two years and on these little screens.
Maybe I don’t come to work. Maybe I put on my glasses and have meetings. We’re all sort of doing that now since the pandemic but the experience would just be a lot more natural, as if I’m actually in the room with people. The technology is headed there.
Hopefully that is the world we’ll be in in 2030 and we will be back to a heads-up world and not looking down at a little screen in our hands. Our hands will be free to interact with that digital content in our physical world.
Reprinted by permission of The Wall Street Journal, Copyright 2021 Dow Jones & Company. Inc. All Rights Reserved Worldwide. Original date of publication: May 6, 2022.
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Audible alerts at the gate call out travellers trying to board earlier than they should
TUCSON, Ariz.—Passengers in Boarding Group 1 were filing onto American Airlines Flight 2721 to Dallas Friday when an ominous sound went off at Gate B11: dip-dip-dip-DOOP. The gate agent delivered the bad news. The passenger was in Group 4. She asked him to wait his turn.
The same sound—the last-gasp sound from AirPods running out of juice, or sad “Game Over” music for an old videogame—went off minutes later. Dip-dip-dip-DOOP.
“You’ll be boarding with Group 5, sir,” the agent said. Five more passengers were turned back before Group 2 was called.
American Airlines is cracking down on line jumpers. All major U.S. airlines do their best to maintain boarding order since priority boarding is a perk for frequent fliers , credit-card holders and big spenders, and is often available for purchase. But American is the first to develop an automated system that instantly flags offenders.
The airline is experimenting at gates in Tucson, Albuquerque, N.M., and Washington, D.C., as part of a broader upgrade to American’s boarding technology. The airline has tested the alerts on more than 4,500 flights this month and will expand to several more cities this year, with an eye to taking it systemwide if no major issues, such as slower boarding, arise at larger airports. The airline says early feedback from fliers and gate agents has been encouraging.
The idea for automated policing grew out of complaints from travellers fed up with line jumpers and the employees who feel their wrath. In particular, top-tier frequent fliers gripe about too many passengers in the first boarding group, says Preston Peterson, American’s managing director of customer experience.
Group 1 is reserved for travellers in first class, certain business-class tickets and American’s executive platinum status. Active duty military members with military I.D. are also allowed. Groups 2 and 3 are similarly elite.
“They’ve earned that [priority] boarding group and they want access to it,” Peterson says.
The biggest perks, of course: plenty of overhead bin space and no worries about the dreaded threat of gate-checking your bag.
The new system promises smoother boarding for passengers and gate agents. I flew to Tucson International Airport to try it out. I put the airline’s traditional boarding to the test at my departure gate in Phoenix. Could I slither into an earlier boarding group? I was in Group 4 but breezed right through with Group 2.
Gate agents tell me it’s hard to monitor passengers’ group numbers manually, big plane or small, especially with boarding-pass readers where travellers plunk their phones face down.
American isn’t telling passengers about the test before their flights, and that’s on purpose. It doesn’t want them to change their behaviour simply because they’re being watched.
Chad Vossen, a 46-year-old chief creative officer for a video-marketing company in Virginia, knew nothing of the test until he and a colleague tried to board in Group 6 instead of Group 8 for a flight to Phoenix. They had done it on other American flights and others, in hopes of avoiding gate-checking their camera equipment.
His first thought when the dip-dip-dip-DOOP went off: “Wow, that doesn’t sound good.”
Vossen says it triggered the sounds losers hear on “Hollywood Squares” or “ The Price is Right .” (American says the sound effects are generic videogame clips and is still testing different sounds.)
He stepped out of line and laughed about getting caught. Vossen says he sees the change mainly as a way to get travellers to pay up for priority boarding. He’s unlikely to pay, but says he will probably finally sign up for American’s loyalty program. Members get complimentary Group 6 boarding regardless of status. That’s one group ahead of regular Main Cabin customers without status.
Peterson, the American customer-experience executive, believes most passengers aren’t out to game the system.
“I think most people just see a line and go, ‘Oh, we’re boarding,’” he says.
About one in 10 passengers on American’s test flights have boarded out of order, the airline says. Not all want to cheat the system. Some are travel companions of those with better boarding positions. American’s policy allows them to board together if they’re on the same reservation but didn’t assign the same boarding group. (The alert still goes off, but the agent can easily override it.) And the airline says its system doesn’t flag pre-boarders, like those with wheelchairs.
Exceptions excluded, I counted as many as seven passengers on one flight boarding in the wrong group; on another, it was zero. That math no doubt changes at a busy hub like Chicago or Dallas. So does the potential for tension.
The passengers I saw seemed to take the ejection in stride, moving aside and waiting for their group. One even apologised to the gate agent.
The test is already having an impact beyond the walk of shame. Peterson says the airline has noticed some passengers jumping out of line after seeing fellow fliers turned away. He says he witnessed the same thing at a non-U.S. airline that began policing boarding groups.
Peterson’s ultimate goal: zero boarding group alerts. “I don’t want anyone to be dinged,” he says.
For now, passengers should expect a cacophony at American gates employing the new tech. Not all alerts will send you to the back of the line. Hear a slot-machine-like sound when you scan your boarding pass? You’re probably seated in an exit row.
Even if you get the dreaded you’re-in-the wrong-boarding-group alert, it could be a mistake. A passenger in Group 8 was taken aback Friday afternoon when it sounded on her flight to Phoenix.
“That did not sound good at all,” she said to the flight attendant.
“You failed at ‘Pac-Man,’” the agent joked.
She was in the right place. The agent hadn’t yet flipped the switch in the app to her group.
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