Glass on steroids!

News that Google has shut down production of Glass has set the scene perfectly for Microsoft, who are launching a bigger, bulkier and far more sophisticated connected headwear. HoloLens creates a virtual reality for the user through hologram projection and doesn’t need to be connected to another device for full functionality – a big benefit over other products like Google Glass and Oculus Rift.

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Our take

Wearable technology is the hottest thing in tech right now but finding practical ways to use the technology and then give real benefits to the consumer is the hard part. Microsoft has built a product with big wow factor and business benefits such as enabling users to design virtual models, ready to be brought to life with 3D printing. However, these kinds of products will continue to struggle to find their place in the market and reach any kind of mass consumption. Perhaps a flash in the pan.

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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.