Snapchat Changed Its Name, Got Into Hardware Business

Snapchat rebranded itself in the wake of expanding to new territories. The company is now called Snap Inc., an official announcement published in one Wall Street Journal article. Speaking of new territories, Snap Inc. is getting into the hardware business, more specifically into smart sunglasses market.

There was, more or less, one product which tried “conquering” the non-existent (for now) smart sunglasses market; Google Glass was a big miss, the users just weren’t ready for that sort of product. Glass was unnaturally looking, it lacked features, was too expensive. The market just wasn’t ready for Google Glass.


On the other side of the (space, and time) line we have Snap Inc. a company best known for its image-based chat app, which announced it will sell Spectacles, as it calls the product. The smart sunglasses are able of recording 10-seconds videos, equipped with 115-degree camera lenses, more naturally representing a person’s field of vision. They will be easy to use, equipped with just a single button which has to be pressed in order to start recording video. The price tag is $130 (remember, Google Glass was priced at $1500)

Snap Inc. CEO Evan Spiegel described the experience of watching videos recorded by Spectacles in a very picturesque manner. He told Wall Street Journal that “When I got the footage back and watched it, I could see my own memory, through my own eyes — it was unbelievable. It’s one thing to see images of an experience you had, but it’s another thing to have an experience of the experience. It was the closest I’d ever come to feeling like I was there again.”

Snap won’t offer Spectacles in large numbers, at least for now. But if the product proves successful, they’ll surely open the production gates.

Spectacles look hip, they cost waaay less than Google Glass, and the product is so simple to use. Not to mention 10—second video feature, a perfect length for the young generation of 6-second attention span. Although the company characterizes the product as a “toy” Spectacles are much more than that.

The product came at the perfect time; selfies are a thing of the past, today is all about sharing every moment of your life. And picking up the phone in order to record something takes time, and it takes the experience from you. But now, you’ll be able to record every moment, with a quick press of a button. Imagine a gig where everyone holds their phones in the air, looking at the show through screens, not their own eyes. Spectacles will change that, they will return the experience to the people, while at the same time giving them the means of sharing the experience.

We think Snap Inc. is on to something. Spectacles are promoted as a high-fashion accessory, with the first appearance being in WSJ Magazine. The product could change the tech world forever; it could start a new phase in the evolution of social networks. Maybe not right now, but the future is visual, written word is getting older by the day.

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