The most sought-after tickets for the science and technology community were invited to visit a "dull" industrial park in southern Florida. From the outside, the park is no different from the countless office buildings on the outskirts of the United States. But inside it is a completely different story. In fact, it is a different "reality". The humanoid robot walks around the hall; green crawling monsters wander around in the lounge; cartoon fairies turn lights on and off for you, and a 75-foot-high fighter jet patrols the parking lot.
Even the equipment in the office is different. The HD-resolution TV hanging on the wall seems ordinary, but it will soon disappear without a trace. It will only reappear in the center of the house after you see your stunned chin. Not only that, but now the TV is floating in the air and playing ESPN channel sports events. How close you can go, no matter what angle, you will not see anything supporting the TV. It floats magically there.
The TV looks real, but it is not. All of this is an illusion, these are images seen through the “mixed reality†headline, and this magical place hosts a mysterious startup called Magic Leap.
Like all good magicians, the 45-year-old founder and executive director, Rony Abovitz, also hides cards in his sleeve. Since the establishment of Magic Leap in 2011, it has been hidden in the fog. The dragon has not seen the end. Only a handful of people can visit its technical equipment, and only a few people know how it works. Everyone needs to sign a confidentiality agreement so that they can barely enter this "secret base."
However, a large amount of money is pouring into Dania Beach, Florida. The small town south of Fort Lauderdale has a population of only 30,000. So far, Magic Leap has raised nearly 1.4 billion U.S. dollars in venture capital, including 794 million U.S. dollars in February, which was reported by Xiao Bian this year. It is reported that this is the largest amount of C financing in history. It seems that every top tech investor has a stake, including Anderson Horowitz, Kleiner Perkins, Google, JP Morgan, Fidelity, and Alibaba, as well as non-traditional investors such as Warner Brothers and Legendary Pictures. Magic Leap's latest valuation has reached $4.5 billion. If Abbewitz holds 22% of the company's shares (he himself denies it), then he is already a billionaire.
Such a large investment has also led to some strange rumors in the technology circle: Magic Leap is developing holograms, or the way to achieve it is through the laser, or they have invented a machine that can distort reality, and its size is as large as a building. . The lack of conclusive information further encourages people's speculation. After all, Magic Leap has never publicly released products, has not conducted demo demos, has not announced that it already owns a product, and has never explained exclusive “light field†technology.
But now the company is slowly moving from behind the scenes to the stage. In a rare interview, Abbevitz revealed that Magic Leap has invested billions of dollars to complete prototypes and has begun building production lines in Florida. When its products are officially unveiled (the most optimistic estimate is in the next 18 months), the world will usher in a new era of computing, a new generation of interactive interfaces. Abbewicz said through transparency: "We are building a new situation computing platform. What we are doing is really, really different."
Magic Leap's invention is not just a high-tech display, but a machine that can subvert the world. Their technology may affect all businesses that use screens or computers, and even other businesses. This technology can end the $120 billion flat-panel display market and fundamentally shake the global $1 trillion global consumer electronics business. Its influence is profound. Throw away your computers, laptops and smart phones, because the computing power you need will be present in your glasses. They can be displayed anywhere you like and appear in any size.
They can present everything, such as the way to the next meeting, and the yellow arrow will point you in the direction. You can see the scene where the new sofa is set in the living room. It can be viewed at any angle and in any kind of lighting conditions. All this without you leaving home. Even the least knowledgeable mechanic can repair the car on his own, and the interactive instructions will tell you which parts need to be replaced and will remind you when something goes wrong. Magic Leap will benefit from every interaction: not only hardware and software, they can also collect huge information data, analyze and resell it.
Abbewicz said: "It is hard to imagine that there will be a field that will not be completely changed."
I believe you have been able to experience virtual reality. Sony, Google, Samsung and Facebook have all launched their own VR products in the past 12 months. VR is a computer-generated immersive simulation that is currently used in games.
You may have also experienced augmented reality. This technology can cover digital content in the physical environment. The biggest technology boom in 2016 was: Mobile application developer Niantic released “Pokemon Go†in July. This augmented reality game can present digital elfs in the real world, at least on mobile phone screens.
But whether it is a VR game or Pokemon GO, Magic Leap's "mixed reality" can be realized. VR will send you to another world; AR can let Pikachu appear in your room; and mixed reality can make you stay in the same place and give Pikachu life.
How do they do it? Magic Leap technology is the core of the head-mounted display, but the final product should fit into the glasses. While wearing the device, you can still see the real-world picture; the hardware will project the image directly onto the retina through an optical system built into the translucent glass (the product will not damage the eyeball, the technology re-engraving us Natural way of observing the world without forcing you to stare at the screen). The hardware also constantly collects information, scans objects in the room, listens to surrounding sounds, and tracks eye movements and gestures.
Therefore, mixed reality objects can sense their environment and have the ability to interact with the real world. On Magic Leap's device, an elf can hide behind the sofa to keep you from receiving it, or if you live in a “smart†home, the elf can turn off the lights and hide in the darkness.
In one of the demos, Magic Leap's team demonstrated a computer-generated "virtual interactive human", which is a lifelike virtual image very realistic. Abbewitz and his team believe that virtual humans (virtual animals or other) can become digital assistants, just like a stereo Siri, but physical presentation makes this particular Siri look better and easier for users. You can let the virtual assistant pass on information to colleagues. Siri will present it to his colleague's desk through the MR head and personally pass on the information to him or her.
In a mixed real world, computing power is not only limited to the small devices on your desk. You can add links to any object (real or virtual) to make it aware of your location, mission, and user's goals. Abbewicz explained: “It can be considered the future of computing. The world is your desktop.†At the beginning, it was a large computer, then a PC, and recently a mobile device. If Magic Leap can really achieve their vision, the next generation of user interfaces will be virtual.
Thomas Tull, the founder of Legend Films, commented: “This has nothing to do with entertainment or playing games. This is a new way of interacting with the world and is the next generation computing platform. I think they It will become a very, very important company."
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Ronnie Abbewitz dreamed of a high-tech future. He was a Jew and was born in 1971 in Cleveland, USA. In the process of growing up, Abbewitz was hooked on computers and science fiction. He said: "The children I lived in at the same time were Jobs and George Lucas. We grew up in this kind of environment (computers and science fiction novels), and we have such fantasies in our brains... I and my friends All want to be Luke Skywalker, destroy the Death Star, and build the C-3PO."
When Abbewitz was 11 years old, their family moved to the south of Florida. He started high school at the age of 13 and entered school one year earlier than the average person. After graduating from high school, he received an admission notice from the Massachusetts Institute of Technology, but Abbewitz eventually chose Miami University because it was closer to home. He earned a bachelor's degree in mechanical engineering in 1994 and a master's degree in biomedical engineering two years later. Then Abbewitz once again fell into the fantasy of Star Wars.
He founded his own first company, Z-KAT, with other partners in 1997. Abbewitz recalled: "I decided to build a medical robot like Star Wars. I think I was really impulsive. I couldn't make an X-wing fighter at the time because I couldn't explain it to my parents. Things.†In 2004, Abbewitz and other co-founders founded a new company called Mako Surgical. The company mainly produces robotic arms to assist doctors in orthopedic surgery. Due to the high market demand for robots, their company went public in 2008 and raised a total of US$51 million.
Abbewicz used Mako as his full-time job, then married and had a daughter. He later found a way out for his imagination and launched a project called “Hour Blueâ€, which is his own fantasy world. An alien planet is filled with fantastic creatures such as talking robots and Flying whale. In 2010, he founded a new company called Magic Leap Studios that developed the project as a graphic novel series and a movie series.
Abbewicz said: "I was the only employee at the time, and the office space was the garage in my house. My mother made a piece of canvas and wrote some colored words "Magic Leap Studio" on it. To support this project, He used his salary from Mako and then sought the help of Weta Workshop (Vita Studio in New Zealand is a famous special effects company, represented by Lord of the Rings series) to turn his story into reality. At the same time, Abbevitz felt frustrated because of the images of science fiction, such as William Gibson's “Aneurs' Wanderers†and Vero Wench’s “The Rainbow's Endâ€, as read in science fiction. The Augmented Reality and Virtual Reality came to nowhere in the world at the time, so he began to think about how he could turn it into reality.
“That was a unique moment...Realism and science fiction began to merge.†Richard Taylo, Executive Director of Weta Worksho and Magic Lea's board member said, “We created virtual technology for Hour Blue and The augmented technologies explored by Ronnie began to present applications in the real world."
In 2011, Magic Leap Studios was renamed Magic Leap. Abbevitz also formed a small team to help him develop mixed reality technology. After a while, the company began to develop prototype products.
Abibowitz said: “We were very excited when we first showed a pixel in space and let it move. The others were saying, 'What's that? It's just a point.' But we knew then. It is from this point."
He also knew he needed more money. Abbewicz obtained Magic Leap start-up capital with Mako's IPO. After Mako was acquired by medical device manufacturer Stryker Group in 2013 for US$1.7 billion, he also put the money he got into Magic Leap. Abbewitz did not disclose how much money he spent to make the company continue to operate (he just said "in millions of dollars"), but he understood that it was not enough.
Fortunately, this technology has attracted funding for itself. Abbevitz recalled: "When we first told other people what we were doing, they did not believe us. Then they found us again and said, 'Are you really realizing these technologies?' The source of investment in us. They changed from 'it is impossible' to 'we want to join'."
In February 2014, Magic Leap announced that they have raised more than $50 million in funds from the private equity market. Eight months later, the company completed a round of financing of 542 million US dollars led by Google.
Obvious Ventures is a San Francisco-based venture investment fund co-founded by James Joaqui, founder of Twitter Evan William, and a third partner. Joaqu said: “We invested in Magic Leap because we believe that their light field technology is the next major turning point after the PC, the Internet and smartphones. This technology has the potential to subvert the global economic categories, including entertainment and education. â€
Magic Leap completed a record 794 million U.S. dollars of round C financing in February 2016, led by Alibaba, the original investors Google and high ventilation investment, and new investors Fidelity Investment, JP Morgan Chase, Morgan Stanley Both Lee and T. Rowe Price have participated. "I don't think it's a mistake to say that you have an investment boom. This company can definitely attract top investors, and they've done a very good job of using it," said Thomas Tall, founder of Legendary Pictures. â€
R2D2 and C-3PO, Magic Leap Another demo, recorded by Magic Leap in collaboration with Legendary Pictures.
Ronnie Abbewitz does not seem to belong to the type of industry leader unless your idol is Willie Wangka in Charlie and the Chocolate Factory. Abbeuth creates a magical chocolate factory just like Roald Dahl (author of Charlie and Chocolate Factory's novel of the same name). Magic Leap moved his headquarters to Plantation, a 15-minute drive from Dania Beach. Abbewitz is about to realize his vision here. He will introduce guests to "cool" machines and tools and invite them to climb up the ladder to visit the high-end air filters in the pipeline. He is friendly and very casual (usually jeans and sweatshirts). In addition to intelligence, people often evaluate Abbewitz that this is a very friendly guy.
He also often left his job. On the most recent Friday afternoon, he disappeared half an hour after visiting the presentation at a new headquarters. This is because Abbeuth was from an orthodox Jewish family. He needed to leave early and observe the Sabbath. In the end, one of his executives found that he was actually on the scene and was sitting in the car in the parking lot, absent-mindedly talking on the phone.
Magic Leap began construction of a 259,000-square-foot facility in October 2015, and it is expected that most of the current 850 employees will be relocated by the end of this year. The rest of the employees are scattered in nine offices around the world, not only in technology centers like Silicon Valley and Austin, but also in outlying locations such as Wellington, New Zealand, and Tel Aviv, Israel. Some teams have been stationed at the new headquarters, including a mechanical workshop and several engineering teams. Importantly, Abbevitz brought together key development teams as part of the "agile hardware" model, which allowed the company to "hundred iterations" of its head-first prototype. Abbevitz said: "Part of the reason why Magic Leap was able to iterate so quickly is because we have all the right people in the right place."
The company also built production facilities in Plantation's campus. "This is the most exciting part of Magic Magic Lea," Abbeets said, leading a team into the production line area: a series of independent modular warehouses is like a submarine in a port. Each production line can be started as needed, increasing the production of thousands of units each year to more than 1 million units.
Abbewitz wants Magic Leap to stay in Florida. One of the benefits of this is that the company can continue to remain mysterious. If they are headquartered in northern California, it is almost impossible for them to continue to maintain this mystery. After all, Silicon Valley has a famous job-hopping and rumors culture. Of course, if it is in Silicon Valley, then they will be easier to recruit, but Magic Leap's technology has a strong traction to attract talent from Silicon Valley and other technology centers to Florida. He said: "We are bringing a very capable high-end engineering and manufacturing technology talent to Florida."
The evil robot is invading the office in Weta Workshop.
Abbevitz is not the only entrepreneur to discover potential opportunities. According to the reality of Digi-Capital data, over the past 12 months, 2.3 billion U.S. dollars have flowed into the field of virtual reality and augmented reality. In addition, IDC said that the market for augmented reality and virtual reality will increase from US$5.2 billion in 2016 to US$16.2 billion in 2020.
Faced with such a huge potential market, the tech giants have already acted and hope to have a share. Google has been involved in augmented reality since 2013 and launched Google Glass. This glasses allows the virtual computing screen to float in front of the user. Although this product did not succeed at the time, Google's investment in Magic Leap shows that they are still very interested in this field. According to Don Harrison, Google’s deputy director of business development, “We discussed earlier with Ronnie and his team. We hope to help them accelerate their vision.â€
Apple is also working on the AR project, but it is not yet clear whether they are developing their own heads, or whether to add AR functionality to the iPhone. Silicon Valley startups such as Meta (which has raised US$73 million) and Atheer (which is reported to have raised US$23 million) are developing their own AR headlines, and if they succeed, they will probably become targets for acquisitions by other big companies.
But Magic Leap’s current biggest rival is Microsoft. In 2014, Microsoft introduced an augmented reality headline called HoloLens. In March of this year, the pre-production version of the HoloLens Development Edition has been available to an unknown number of Microsoft hardware and software developers. Brian Blau, a research analyst at Gartner, points out: "Microsoft has a great business advantage because of its network of relationships. They are deeply involved in enterprise applications and this is exactly what they are positioning for HoloLens."
So, Microsoft's HoloLens has already put on the production schedule, but when will Magic Leap's product formally enter the market? Abbewicz's answer is, "Soon." His head-on pricing is also silent, just saying: "Not a luxury product."
However, Magic Leap must also put the goods on the shelf within a short period of time, otherwise it will allow Microsoft to seize the opportunity and win the top spot. Considering that Meta's head price is around $1,000, it is believed that the pricing of Magic Leap's new products will be within a similar price range.
Magic Leap believes that its products will ultimately have the greatest impact on commercial applications, especially medical imaging and retail (imagine seamless "fitting" without leaving home). But like most technologies, the first ones are entertainment applications. Magic Leap is developing most of the content internally and has hired several well-known game designers, cartoonists, artists and writers. Neil Stephenson is the author of 1992 famous avatar novel "Avalanche" and is currently Magic Leap's chief future visionary. It is reported that he is setting up an office in Seattle to develop a game with an undisclosed name.
Abbevitz is also developing other content with Weta Worksho. Its first project, Dr. Grordbort's Invaders, is an action-centric game in which the player needs to manipulate a laser gun to fight against evil enemies. The enemy will pop out of the wall and fly in the room. go with.
In June, Magic Leap announced a strategic partnership with Lucasfilm's immersive entertainment division, ILMxLAB, and they will set up a joint research laboratory at Lucasfilm in San Francisco's quota office park. Vicki Dobbs Beck, director of ILMxLAB, said: "Now is like the early stages of movie development."
They have produced several mixed reality experiences related to Star Wars, including the C-3P0 and R2-D2 that they saw when they announced the cooperation, and yet another undisclosed content would include "Star Wars 5: Empire Counterattack." The famous Battle of Hawes. This is very important to Ronny Abbevitz's dream. An important reason why he will become a pioneer is that he always hopes to build an X-wing fighter. Now he is moving toward this dream.
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