Amazon – Page 7

Amazon marketplace crackdown has sellers searching for legal help

Amazon, counterfeit, Policy, syndication / Shannon Garcia / January 3, 2024

Legit or not —

Clean-up drive has led to some small businesses having their accounts suspended.

Camilla Hodgson, Financial Times – Jan 3, 2024 3: 38 pm UTC

Merchants who have been suspended from selling goods on Amazon’s marketplace are turning to a cottage industry of lawyers to regain access to their accounts and money, amid growing scrutiny of how the retailer treats independents.

Millions of accounts on the leading ecommerce platform have been prevented from engaging in sales for alleged violations of Amazon’s broad range of policies and other bad behavior. Even temporary suspensions can be a critical blow to the small business owners who rely on online sales.

Four ecommerce-focused US law firms told the Financial Times that the majority of the cases they took on were complaints brought by aggrieved Amazon sellers, with each handling hundreds or thousands of cases every year.

About a dozen sellers also said they had grown worried about Amazon’s power to suspend their accounts or product listings, as it was not always clear what had triggered the suspension and Amazon’s seller support services did not always help to sort out the issue.

Account suspension was “a big fear of mine,” said one seller, who declined to be named. “At the end of the day, it’s not really your business. One day you can wake up and it’s all gone.”

Amazon’s recent efforts to crack down on issues such as fake product reviews have come as US and European regulators have upped their scrutiny of the online harms facing shoppers.

But critics said the existence of a growing army of lawyers and consultants to deal with the fallout from Amazon’s actions pointed to a problem with the way the retailer treats its sellers.

“If you’re a seller and you need help to navigate the system, that’s a real vulnerability for the marketplace. If you’re operating a business where the people you’re deriving revenue from feel that they’re being treated in an arbitrary way without due process, that is a problem,” said Marianne Rowden, chief executive of the E-Merchants Trade Council.

“The fact that there are entire law firms dedicated to dealing with Amazon says a lot,” said one seller, who like many who spoke to the FT asked to remain anonymous for fear of reprisals.

Amazon declined to comment in detail but said its selling partners were “incredibly important” and the company worked hard to “protect and help them grow their business.” The company worked to “eliminate mistakes and ‘false positive’ enforcements” and had an appeal process for sellers in place.

Sellers on Amazon’s marketplace account for more than 60 percent of sales in its store. In the nine months to September 30, Amazon recorded $96bn in commissions and fees paid by sellers, a jump of nearly 20 percent compared with the same period a year earlier.

As the marketplace has grown, Amazon has had to do more to police it. During the first half of 2023 in its EU store, Amazon took 274mn “actions” in response to potential policy violations and other suspected problems, which included the removal of content and 4.2mn account suspensions. Amazon revealed the numbers as part of its first European transparency report newly required by EU law.

Amazon typically withholds any money in the account of a seller it has suspended for alleged fraudulent or abusive practices, which it may keep permanently if the account is not reinstated and the merchant is deemed to have been a bad actor.

Figuring out what caused a suspension and how to reverse it can be difficult. “We had a listing shut down during Prime Big Deals Days with no warning, no cause, no explanation,” said one kitchenware seller who has been selling on Amazon.com since 2014. “That’s pretty common.”

Amazon gave no further information when the listing was reinstated days later, the seller said.

Such confusion drives some sellers towards lawyers and consultants who advise on underlying problems, such as intellectual property disputes.

Amazon-focused US firms said they typically charged flat fees of between $1,300 and $3,500 per case.

CJ Rosenbaum, founding partner of the Amazon and ecommerce-focused law firm Rosenbaum Famularo, said the practice experienced a “big jump” in demand during the pandemic.

Many cases related to IP complaints from bigger brands “trying to control who sells their products” and making “a baseless counterfeit complaint” against a smaller Amazon seller, he added.

Lawyers said some sellers had been wrongly accused by the company’s automated systems that identify breaches of rules and policies. They added though that others had broken Amazon’s rules.

The retailer has become “more draconian” in the enforcement of its policies in recent years, said attorney Jeff Schick.

“Clients will say Amazon is unfair,” he said, but added that if the company did not strictly enforce its rules “then the platform becomes the next [US classified advertisements website] Craigslist.”

As part of escalated disputes, lawyers might steer merchants through a costly arbitration process that the company requires US sellers to use for most issues, rather than filing lawsuits against it.

Sellers were subject to “forced” arbitration clauses that required them to “sign away the right to their day in court if a dispute with Amazon arises,” said a 2022 US government report.

The details of arbitrations are not public, and decisions do not typically set binding precedents. They can also be hugely expensive: the up to three arbitrators that preside over a case can charge hundreds of dollars an hour.

“Quickly, you’re at $25,000 of costs or more,” said sole practitioner Leo Vaisburg, who left firm Wilson Elser in 2022 to pursue Amazon-related work full time. For many small businesses the high costs were “a barrier to entry,” he added. “Very few cases are worth that kind of money.”

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FDA would like to stop finding Viagra in supplements sold on Amazon

Amazon, cialis, drugs, fda, health, Policy, supplements, Viagra / Shannon Garcia / December 29, 2023

Well, that’s one kind of energy —

“Big Guys Male Energy Supplement” turns out to be a vehicle for prescription drugs.

John Timmer – Dec 28, 2023 8: 58 pm UTC

Image of a pile of blue pills that forms the shape of a male symbol.

If you were to search for a product called “Mens Maximum Energy Supplement” on Amazon, you’d be bombarded with everything from caffeine pills to amino acid supplements to the latest herb craze. But at some point last year, the FDA had purchased a specific product by that name from Amazon and sent it off to one of its labs to find out if the self-proclaimed “dietary supplement” contained anything that would actually boost energy.

In August, the FDA announced that the supposed supplement was actually a vehicle for a prescription drug that offered a very specific type of energy boost. It contained sildenafil, a drug much better known by its brand name: Viagra.

Four months later, the FDA is finally getting around to issuing a warning letter to Amazon, giving it 15 days to not only address Mens Maximum Energy Supplement and a handful of similar vehicles for prescription erection boosters, but also asking for an explanation of how the company is going to keep similarly mislabelled prescription drugs from being hawked on its site in the future.

Prescription energy

Mens Maximum Energy Supplement was just one of seven products that the FDA found for sale on Amazon that contained either Sildenafil or Tadalafil (marketed as Cialis). The product names ranged from the jokey (WeFun and Genergy) to the vaguely suggestive (Round 2) to the verbose (Big Guys Male Energy Supplement and X Max Triple Shot Energy Honey). All of them were marketed as supplements and contained no indication of their active ingredients.

And that, as the FDA explains to Amazon in detail, means selling those products violates a whole host of laws and regulations. They’re being marketed as dietary supplements, but don’t fit the operative legal definition of these supplements. They’re offering prescription drugs without providing directions for their intended and safe use. They contain no warnings about unsafe doses or how long they can be used safely.

The FDA points out that these rules exist for very good reasons. Both of the drugs found in these supplements inhibit an enzyme called a type-5 phosphodiesterase which, among other things, influences the circulatory system. One potential side effect is a dangerous drop in blood pressure. Both Sildenafil and Tadalafil can also have dangerous interactions with a specific class of drugs often taken by those with diabetes, high blood pressure, or heart disease.

Legal remedies

The FDA’s letter makes it clear that the highlighted supplements aren’t intended to be an exhaustive list of the products that Amazon offers in violation of federal law. And it is very explicit about the fact that it is Amazon’s responsibility (and not the FDA’s) to ensure compliance: “You are responsible for investigating and determining the causes of any violations and for preventing their recurrence or the occurrence of other violations.”

And Amazon clearly has its work cut out for it. None of the products cited by the FDA’s letter appear to still be for sale under the same name at Amazon—a company spokesperson told Ars that it pulled them in response to the original FDA findings. But searches for them at Amazon brought up a number of similar products, many of which included pills with the blue color that Viagra was marketed with.

So, the FDA wants to see a plan that describes how Amazon will not only deal with the products at issue in this letter, but prevent all similar violations in the future: “Include an explanation of each step being taken to prevent the recurrence of violations, including steps you will take to ensure that Amazon will no longer introduce or deliver for introduction into interstate commerce unapproved new drugs and/or misbranded products with undeclared drug ingredients, as well as copies of related documentation.”

Amazon is being given 15 days to respond to the warning letter. Failure to adequately address these violations, the FDA warns, will result in legal action.

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Big Tech is spending more than VC firms on AI startups

AI, Amazon, chatgpt, Google, microsoft, openai, syndication / Shannon Garcia / December 28, 2023

money cannon —

Microsoft, Google, and Amazon haved crowded out traditional Silicon Valley investors.

George Hammond, Financial Times – Dec 27, 2023 3: 41 pm UTC

Enlarge / A string of deals by Microsoft, Google and Amazon amounted to two-thirds of the $27 billion raised by fledgling AI companies in 2023,

FT montage/Dreamstime

Big tech companies have vastly outspent venture capital groups with investments in generative AI startups this year, as established giants use their financial muscle to dominate the much-hyped sector.

Microsoft, Google and Amazon last year struck a series of blockbuster deals, amounting to two-thirds of the $27 billion raised by fledgling AI companies in 2023, according to new data from private market researchers PitchBook.

The huge outlay, which exploded after the launch of OpenAI’s ChatGPT in November 2022, highlights how the biggest Silicon Valley groups are crowding out traditional tech investors for the biggest deals in the industry.

The rise of generative AI—systems capable of producing humanlike video, text, image and audio in seconds—have also attracted top Silicon Valley investors. But VCs have been outmatched, having been forced to slow down their spending as they adjust to higher interest rates and falling valuations for their portfolio companies.

“Over the past year, we’ve seen the market quickly consolidate around a handful of foundation models, with large tech players coming in and pouring billions of dollars into companies like OpenAI, Cohere, Anthropic and Mistral,” said Nina Achadjian, a partner at US venture firm Index Ventures referring to some of the top AI startups.

“For traditional VCs, you had to be in early and you had to have conviction—which meant being in the know on the latest AI research and knowing which teams were spinning out of Google DeepMind, Meta and others,” she added.

A string of deals, such as Microsoft’s $10 billion investment in OpenAI as well as billions of dollars raised by San Francisco-based Anthropic from both Google and Amazon, helped push overall spending on AI groups to nearly three times as much as the previous record of $11 billion set two years ago.

Venture investing in tech hit record levels in 2021, as investors took advantage of ultra-low interest rates to raise and deploy vast sums across a range of industries, particularly those most disrupted by Covid-19.

Microsoft has also committed $1.3 billion to Inflection, another generative AI start-up, as it looks to steal a march on rivals such as Google and Amazon.

Building and training generative AI tools is an intensive process, requiring immense computing power and cash. As a result, start-ups have preferred to partner with Big Tech companies which can provide cloud infrastructure and access to the most powerful chips as well as dollars.

That has rapidly pushed up the valuations of private start-ups in the space, making it harder for VCs to bet on the companies at the forefront of the technology. An employee stock sale at OpenAI is seeking to value the company at $86 billion, almost treble the valuation it received earlier this year.

“Even the world’s top venture investors, with tens of billions under management, can’t compete to keep these AI companies independent and create new challengers that unseat the Big Tech incumbents,” said Patrick Murphy, founding partner at Tapestry VC, an early-stage venture capital firm.

“In this AI platform shift, most of the potentially one-in-a-million companies to appear so far have been captured by the Big Tech incumbents already.”

VCs are not absent from the market, however. Thrive Capital, Josh Kushner’s New York-based firm, is the lead investor in OpenAI’s employee stock sale, having already backed the company earlier this year. Thrive has continued to invest throughout a downturn in venture spending in 2023.

Paris-based Mistral raised around $500 million from investors including venture firms Andreessen Horowitz and General Catalyst, and chipmaker Nvidia since it was founded in May this year.

Some VCs are seeking to invest in companies building applications that are being built over so-called “foundation models” developed by OpenAI and Anthropic, in much the same way apps began being developed on mobile devices in the years after smartphones were introduced.

“There is this myth that only the foundation model companies matter,” said Sarah Guo, founder of AI-focused venture firm Conviction. “There is a huge space of still-unexplored application domains for AI, and a lot of the most valuable AI companies will be fundamentally new.”

Additional reporting by Tim Bradshaw.

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CVS, Rite Aid, Walgreens hand out medical records to cops without warrants

Amazon, cops, cvs, health, health privacy, HHS, HIPAA, law enforcement, Medical records, pharmacy, Policy, prescription drugs, rite aid, Science, Walgreens, warrant / Shannon Garcia / December 12, 2023

prescription for privacy —

Lawmakers want HHS to revise health privacy law to require warrants.

Beth Mole – Dec 12, 2023 8: 31 pm UTC

All of the big pharmacy chains in the US hand over sensitive medical records to law enforcement without a warrant—and some will do so without even running the requests by a legal professional, according to a congressional investigation.

The revelation raises grave medical privacy concerns, particularly in a post-Dobbs era in which many states are working to criminalize reproductive health care. Even if people in states with restrictive laws cross state lines for care, pharmacists in massive chains, such as CVS, can access records across borders.

Lawmakers noted the pharmacies’ policies for releasing medical records in a letter dated Tuesday to the Department of Health and Human Services (HHS) Secretary Xavier Becerra. The letter—signed by Sen. Ron Wyden (D-Ore.), Rep. Pramila Jayapal (D-Wash.), and Rep. Sara Jacobs (D-Calif.)—said their investigation pulled information from briefings with eight big prescription drug suppliers.

They include the seven largest pharmacy chains in the country: CVS Health, Walgreens Boots Alliance, Cigna, Optum Rx, Walmart Stores, Inc., The Kroger Company, and Rite Aid Corporation. The lawmakers also spoke with Amazon Pharmacy.

All eight of the pharmacies said they do not require law enforcement to have a warrant prior to sharing private and sensitive medical records, which can include the prescription drugs a person used or uses and their medical conditions. Instead, all the pharmacies hand over such information with nothing more than a subpoena, which can be issued by government agencies and does not require review or approval by a judge.

Three pharmacies—CVS Health, The Kroger Company, and Rite Aid Corporation—told lawmakers they didn’t even require their pharmacy staff to consult legal professionals before responding to law enforcement requests at pharmacy counters. According to the lawmakers, CVS, Kroger, and Rite Aid said that “their pharmacy staff face extreme pressure to immediately respond to law enforcement demands and, as such, the companies instruct their staff to process those requests in store.”

The rest of the pharmacies—Amazon, Cigna, Optum Rx, Walmart, and Walgreens Boots Alliance—at least require that law enforcement requests be reviewed by legal professionals before pharmacists respond. But, only Amazon said it had a policy of notifying customers of law enforcement demands for pharmacy records unless there were legal prohibitions to doing so, such as a gag order.

HIPAA and transparency

The lawmakers note that the pharmacies aren’t violating regulations under the Health Insurance Portability and Accountability Act (HIPAA). The pharmacies pointed to language in HIPAA regulations that allow health care providers, including pharmacists, to provide medical records if required by law, with subpoenas being a sufficient legal process for such a request. However, the lawmakers note that the HHS has discretion in determining the legal standard here—that is, it has the power to strengthen the regulation to require a warrant, which the lawmakers say it should do.

“We urge HHS to consider further strengthening its HIPAA regulations to more closely align them with Americans’ reasonable expectations of privacy and Constitutional principles,” the three lawmakers wrote.

They also pushed for pharmacies to do better, encouraging them to follow the lead of tech companies. “Pharmacies can and should insist on a warrant, and invite law enforcement agencies that insist on demanding patient medical records with solely a subpoena to go to court to enforce that demand. The requirement for a warrant is exactly the approach taken by tech companies to protect customer privacy.” The trio noted that Google, Microsoft, and Yahoo have since 2010 required law enforcement to have a warrant to obtain customers’ emails.

Also noting tech companies’ lead, the lawmakers encouraged pharmacies to publish annual transparency reports. In the course of the investigation, only CVS Health said it planned to do so.

“Americans deserve to have their private medical information protected at the pharmacy counter and a full picture of pharmacies’ privacy practices, so they can make informed choices about where to get their prescriptions filled,” the lawmakers wrote.

For now, HIPAA regulations grant patients the right to know who is accessing their health records. But, to do so, patients have to specifically request that information—and almost no one does that. “Last year, CVS Health, the largest pharmacy in the nation by total prescription revenue, only received a single-digit number of such consumer requests,” the lawmakers noted.

“The average American is likely unaware that this is even a problem,” the lawmakers said.

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Hexa and Amazon Redefine Immersive Retail Experiences by Empowering Merchants

Amazon, AR shopping, augmented reality, e-commerce, featured, News, Retail, Retail & E-Commerce / Mike M. / June 13, 2023

Step into the captivating realm of immersive retail, where customers are transported to a world beyond the traditional confines of e-commerce.

Virtual try-ons and mesmerizing augmented reality simulations have long held the attention of shoppers, but the path to these enchanting encounters was often reserved for big brands with substantial resources.

Today, a transformative alliance between 3D visualization platform Hexa and e-commerce powerhouse Amazon is breaking down the barriers of immersive retail. This dynamic collaboration is poised to redefine how merchants engage with their customers, unveiling a future where extraordinary shopping experiences are within reach of all.

Hexa: Shaping the Future of 3D Commerce and Immersive Retail

At the heart of this collaboration lies Hexa, a 3D visualization platform that uses artificial intelligence to create digital twins.

Since 2018, Hexa has been leveraging the potential of AI to breathe life into static 2D images and transform them into mesmerizing 3D renderings. They have been enabling brands to display 3D products, launch AR experiences, set up virtual try-ons, and create immersive marketing campaigns.

With Hexa, brands no longer need to rely on expensive investments in software and equipment to provide immersive retail experiences. They can harness the power of AI through Hexa’s cutting-edge technology to captivate their customers.

By seamlessly bridging the gap between the two-dimensional and three-dimensional domains, Hexa empowers brands to create hyper-realistic digital twins of their products. The sheer realism of Hexa’s CGI technology leaves consumers unable to discern the difference.

Hexa’s commitment to merging the realms of 2D and 3D not only expands possibilities for brands but also redefines the very nature of immersive retail experiences. It is through this collaboration that Hexa and its partners reimagine the boundaries of what is possible, driving the industry forward and transforming the way we perceive and engage with products in the digital space.

The Hexa and Amazon Collaboration: Empowering Merchants in The Era of Immersive Retail

Recognizing the untapped potential of immersive retail experiences in online marketplaces, Hexa has partnered with Amazon to empower merchants like never before. Through this collaboration, selling partners gain access to Hexa’s proprietary immersive OS, enabling them to create and display hyper-realistic 3D images, immersive 360-degree views, virtual try-on capabilities, and AR content directly on their Amazon product pages.

“Working with Amazon has opened up a whole new distribution channel for our partners,” said Gavin Goodvach, Hexa’s Vice President of Partnerships, in a press release shared with ARPost. “Brands now have the ability to distribute 3D experiences and deliver high quantity immersive shopping to Amazon’s global network of customers using Hexa’s proprietary content delivery network.”

Even without prior experience with AR or 3D tech, Amazon sellers can render high-quality images and videos for their product pages. They simply need to upload their products’ Amazon Standard Identification Numbers (ASIN) into the CMS of Hexa.

The system automatically converts the images into high-fidelity 3D models with AR compatibility. They can then use the 3D models for e-commerce and metaverse applications. This remarkable integration of technology bridges the gap between the tangible and the virtual, offering a transformative user experience that drives conversion rates to new heights.

“In addition to 3D reconstruction, further enhancements to Hexa’s 3D tech stack also allow Amazon selling partners to render high-definition marketing materials, including packshots and lifestyle images directly from their 3D digital twins,” said Hexa’s CTO, Jonathan Clark. “They’ll be able to do so by leveraging AWS Thinkbox render infrastructure and advanced capabilities.”

Unveiling the Incredible Potential of Immersive Retail

This collaboration between Hexa and Amazon marks a significant milestone in the evolution of immersive retail. By providing Amazon selling partners with the tools to seamlessly transition from 2D to 3D, the partnership unlocks endless ways brands can engage their customers.

Hexa and Amazon immersive retail AR, try-on, 3D

No longer constrained by financial limitations, merchants of all sizes can now provide unforgettable shopping experiences that rival those of industry giants.

Looking ahead, the future of immersive retail holds incredible potential. As technology continues to advance, we can anticipate even more seamless integrations, heightened realism, and enhanced customer interactions.

Hexa and Amazon have set a precedent for innovation and accessibility in the industry, inspiring other platforms and retailers to follow suit and embrace the transformative power of immersive shopping experiences.

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How Different XR Companies Approach Cloud Services

Amazon, cloud technology, extended reality, featured, Lenovo, magic leap, microsoft, NVIDIA, Snap Inc., Software, varjo / Mike M. / December 11, 2022

XR hardware is on the move. But, software is important too. The bigger your XR needs are, the larger your software needs are. So, more and more XR providers are providing cloud services in addition to their hardware and platform offerings. But, what is the cloud anyway?

Generally, “the cloud” refers to remote servers that do work off of a device. This allows devices to become smaller while running more robust software. For example, some of the cloud services that we’ll look at are cloud storage solutions. Cloud storage is increasingly important because 3D assets can take up a lot of space. Others run computations on the cloud.

Other solutions make up “local clouds.” These are networks of devices managed from a central portal all on location. This kind of solution is usually used by organizations managing a large number of devices from one central computer.

Varjo’s Reality Cloud

“Cloud” takes on yet another meaning for Varjo. For Varjo clients, a lot of the management and IT solutions that make up cloud services for other developers are handled through software subscriptions bundled with almost all Varjo hardware. Varjo’s “Reality Cloud” allows users to join XR meetings including remotely present coworkers and virtual assets.

Varjo Reality Cloud - XR cloud services

“Varjo Reality Cloud is our platform that will allow the ultimate science fiction dream – photo-realistic teleportation – to come true,” CTO Urho Konttori said in a launch event last summer. “What this means, in practice, is true virtual teleportation – sharing your reality, your environment, with other people in real time so that others can experience your world.”

At the beginning of this year, Varjo announced that XR content will soon stream through Reality Cloud services as well. Just like streaming other forms of media, XR streaming aims to provide more content to smaller devices by hosting that content remotely and serving it to users on demand.

“These scalability opportunities that the cloud provides are significantly meaningful when we talk about XR deployment in the corporate world,” Konttori told ARPost in January. “We are now at the level that we are super happy with the latency and deployments.”

In a recent funding announcement, Varjo announced the most recent development in their cloud services. Patrick Wyatt, a C-suite veteran, has been appointed the company’s new CPO and “will be the primary lead for Varjo’s software and cloud development initiatives.” As this article was being written, Varjo further expanded its cloud with Unreal and Unity engine integrations.

CloudXR From NVIDIA

XR streaming is already a reality on other cloud platforms. NVIDIA offers CloudXR that streams XR content to Android and Windows devices. (Remember that Android isn’t a hardware manufacturer, but an operating system. While almost all non-Apple mobile devices run Android, it is also the backbone of many XR headsets.)

NVIDIA CloudXR - XR cloud services

According to NVIDIA, “CloudXR lets you leverage NVIDIA RTX-powered servers with GPU virtualization software to stream stunning augmented and virtual reality experiences from any OpenVR application. This means you can run the most complex VR and AR experiences from a remote server across 5G and Wi-Fi networks to any device, while embracing the freedom to move—no wires, no limits.”

This can be a “pure” cloud application, but it can also be an “edge” application that does some lifting on the device and some remotely. While NVIDIA promotes their cloud services for use cases like location-based experiences and virtual production, edge computing is being embraced by enterprises who may want to keep sensitive content offline.

RealWear’s New Cloud Services

Enterprise XR hardware manufacturer RealWear recently launched their own cloud. This is of the last kind of cloud discussed above. The solution allows IT specialists to “easily control and manage their entire RealWear device fleet from one easy-to-use interface.” That includes content, but it also includes managing updates.

If you own one headset, you know that installing software and updates can be a chore. Now, imagine owning a dozen headsets, or even a hundred or more. Putting on each headset individually to add content and install updates quickly becomes unscalable. The RealWear Cloud also allows real-time tech support, which wouldn’t be possible otherwise.

RealWear Cloud

The RealWear Cloud also allows data analysis across headsets. This is vital in enterprise applications which may be tracking items as they move through a supply chain or tracking employees as they move through tasks or training modules. Handling this data for an individual on an individual headset is possible but, again, becomes unbearable at scale sans cloud.

Cloud Storage in Lens Studio

As for cloud storage, Snapchat recently announced a solution in a Lens Studio update that gives creators up to 25MB of remote storage. While the file size is still capped per asset (you can’t have one 25MB asset), it drastically increases the abilities of Lens Creators working with large or complex models.

Snap Lens Cloud

“Prior to the launch of Remote Assets, if a project was over the Lens size limit, you only had two options: either remove the asset if it wasn’t critical to the experience or resize the image to lower its RAM usage and re-submit,” reads the release. “Now you can utilize our Lens Cloud service to host assets of larger sizes outside of the Lens, and then load them in at run time.”

This is significant because Snap Lenses run on mobile devices that not only have limited space but also share that computing power with a slew of non-XR applications. At least, until Snapchat makes a consumer version of Spectacles.

“At first, we were just building for the phone and porting to the glasses,” Lens Creator Alex Bradt told me when I got to demo Snap’s Spectacles at AWE. “Now we’re like, ‘what can we actually do with these that will solve problems for people that they didn’t know they had?’”

Parents and Partners

Not all XR companies offer their own cloud services. For example, Magic Leap has had a partnership with Google Cloud for the past year now. Likewise, AutoDesk offers its XR cloud services through a partnership with Amazon.

Similarly, ThinkReality cloud services are offered through parent company Lenovo. A similar relationship exists between Azure and Microsoft’s MR hardware.

Partnerships like these help each company get the most out of their existing offerings without needing to build services from the ground up. As enterprises explore entering XR, these offerings also help them integrate into cloud services offered by suppliers that they may already be working with, like Microsoft, Google, Amazon, or Lenovo.

Your Forecast: Cloudy

Right now, a lot of cloud services serve industry – where it is doing very impactful things for industry. That doesn’t mean that people with just one headset (or a phone) shouldn’t be taking note. Developments in XR cloud development (for enterprise or for consumer applications) are making smoother, faster, lighter-weight, and more robust XR applications possible for everyone.

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