In a recent move, GV, the venture capital arm of Google by Alphabet Inc, GOOG GOOGL, has invested in Distance Technologies, a Finnish startup working to integrate mixed reality technology into car windshields and airplane cockpits. did.
What happened: Distance Technologies successfully raised €10 million ($11.1 million) in a seed funding round led by GV. Other investors including FOV Ventures and Maki.vc also participated in the round, CNBC reported on Thursday.
Helsinki-based Distance is developing technology that turns any transparent surface into an augmented reality display, eliminating the need for hardware such as mixed reality headsets or glasses. The company’s technology uses tracking to determine where the user is looking and calculates the correct light field to match the exact location of the user’s eyes.
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Why it matters: This investment by GV in Distance Technologies is an important move given Google’s renewed interest in the augmented reality and virtual reality (AR/VR) market. Earlier this year, Google entered into a strategic partnership with augmented reality startup Magic Leap to create immersive experiences that unite the physical and digital realms. The partnership aims to leverage Magic Leap’s optical and device manufacturing expertise in conjunction with Google’s advanced technology platform.
Distance’s technology is primarily focused on the automotive, aerospace and defense markets and has the potential to revolutionize these sectors by creating a life-size view in any environment. This is in line with Google’s strategic direction in the AR/VR market and could give it an advantage over competitors such as Meta Platforms Inc. and Apple Inc.
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