Mixed reality (MR) technology company Nreal has announced that it will launch its Nreal Light, the first consumer MR Glasses in Europe, in Germany on March 18, in partnership with Vodafone, one of the world's largest mobile operators.
Vodafone announced in late 2020 that it would ship Nreal Light glasses to consumers and business customers in the first quarter of this year.
Hannes Ametsreiter, chief executive of Vodafone Germany, said: "Be a pioneer, dare to do something new. It is our mission to provide people with simple, fast and affordable technology. Today, we also wanted to take a step forward on the subject of mixed reality and show scenes at the heart of the technology. "We teamed up with acclaimed TV chef Steffen Henssler and cooking instructional app Kitchen Stories to create the first MR Cooking experience using mixed reality technology provided by Nreal."
It is reported that Nreal Light will be released in Spain, the United States and other countries. Nreal Light has already gained popularity in South Korea and Japan, and the European market expansion will further strengthen Nreal's global presence.
Bright sword Germany 5G+MR To open up the European market
With the popularization of 5G commercial use, a new wave of terminal application scenarios is coming, and AR/MR Is recognized as one of the most promising applications under 5G. Google, Apple, Microsoft, Magic Leap and so on have come to the end, in AR/MR Field to explore layout.
Nreal has taken the lead in commercialising MR, choosing Vodafone as its partner, which is leading in 5G networks in Europe.
Vodafone is a multinational telecom operator with telecom network business in 14 countries, providing 5G network services to users in many countries and taking a leading position in the 5G field. It once completed the world's first 5G call test together with Huawei.
Vodafone Germany's 5G network covers 1,000 users and aims to reach 30 million by the end of 2021, according to a new report from market research firm Omdia.
With Vodafone's Giga AR, users can use Kitchen Stories, which won an Apple Design Award in 2017, on Nreal Light smart glasses.
Nreal Light's Kitchen Stories features food from around the world and exclusive recipes from Steffen Henssler. Not only will you be able to use it with Steffen Henssler's "hands-on guidance", but Nreal Light is a perfect fusion of the real world and the virtual world, presenting a new culinary experience.
The high-speed, ultra-low delay gigabit 5G network owned by Vodafone gives wings to MR Technology and provides a strong guarantee. MR, as one of the core application scenarios of 5G, feeds back the faster development of 5G industry.
"We've been working on how to innovate the way we live through mixed reality technology. Whether it's playing games, watching movies, holding meetings or even everyday activities (e.g. cooking with Giga AR), actively explore Nreal Light and how MR Can play an important role in our lives." Chi Hsu, founder and CEO of Nreal. "We're excited to be working with Vodafone on a new way to make cooking more fun and effortless."
Germany is the first stop for Nreal to enter the European market, marking another important step for Nreal's global business.
Nreal's global layout
There is a view that the consumer AR/MR Glasses market is not mature. The company's favorite early mover, Magic Leap, failed in the consumer market to focus on the enterprise market.
Nreal Light broke that perception. It was launched in 2019 and launched in South Korea and Japan in 2020.
Song Dae-won, executive vice president of LG U+, said the Nreal Light helped further boost LG U+ 's 5G penetration and usage. The latest data shows that the average South Korean user uses Nreal Light for nearly an hour a day, while heavy users (the top 20%) spend more than two hours. This means that MR Glasses represented by Nreal light can replace other devices in entertainment scenes such as watching movies and games, and has the potential to become a new generation of mobile terminals favored by consumers.
With deep carrier binding,Nreal Light is the world's first commercial closed-loop consumer MR Glasses.
At the 2021 Shanghai MWC,Nreal also announced the launch of an Enterprise version of the Headset design, which continues Nreal Light's extremely thin, excellent display characteristics, further integration of the headring design, users can more easily control the device through gesture recognition, and adapt to the 24/7 environment.
Nreal consumer and enterprise products, combined with the advantages of 5G high bandwidth and low delay, are gradually changing the way people interact. No matter in life, entertainment or work scenes, we can feel the new world of digital and reality integration, which also shows the transformation of the application scene in the 5G era.
After entering the European market,Nreal will reportedly enter the U.S. market in the second quarter of this year.
"With Nreal's initial success with carrier partners, we are continuing to expand on this strategy and are excited to get Nreal Light into the hands of U.S. consumers in the second quarter of this year." Xu Chi said.
In the consumer 5G+MR Market,Nreal has become the most important partner of overseas mainstream operators. In the future, with the continuous development of 5G technology, more application scenarios will emerge, and users in more countries around the world will soon experience the new mixed real world brought by Nreal.
