Bloomberg's Mark Milian reported on Tuesday that optics giant Oakley has been working on heads-up display (HUD) technology, similar to that which is used in Google's so-called "Google Glasses," which would project data onto lenses.
Oakley CEO Colin Baden told Bloomberg the company has "been chasing this beast since 1997," before Google was even incorporated.
“Ultimately, everything happens through your eyes," Baden said, according to Bloomberg, "and the closer we can bring it to your eyes, the quicker the consumer is going to adopt the platform.”
Companies are scrambling to gain traction in the wearable devices -- or "wearables" -- category of personal electronics, which includes products like augmented reality glasses, the Nike+Fuelband and yes, Nokia's vibrating tattoo.
Sarah Rotman Epps, a senior analyst at Forrester Research, calls wearables "the next battleground for the platform wars," and said that investment in this category from major tech players like Amazon, Apple, Facebook, Google and Microsoft has "the power to elevate wearables from geeky hardware to more mainstream uses."
"Within three years, having a strategy for wearables will be as important as having a strategy for tablets is today," Epps told The Huffington Post in a telephone interview. "We will see wearables as the next big important category of devices to care about."
While the Forrester Report did not include data about the current size of the wearables category, Epps estimates fewer than one million consumer wearables have been sold thus far.
In his Bloomberg article, Milian includes projections for astounding growth in the connected devices category, which includes wearables.
But this isn't Oakley's first foray into wearables. In 2004, the company, which is now owned by Luxottica Group, announced it would begin selling the Thump line of sunglasses, which included a built-in MP3 player and earbuds. The Thump line appears to have been discontinued as there are none available for sale on the Oakley website, but the company has not yet responded to a request confirming this.
Google announced Project Glass, augmented reality spectacles, to much fanfare earlier this month. Since then, a video showing a day in the life of a "Google Glasses" user has received over 13 million views on YouTube.
While the Project Glass release date is unclear, Google told HuffPost that, despite Google CEO Sergey Brin sporting a pair of the spectacles a couple weeks ago, they will not be available to the public this year.
Google Glasses: A New Way To Hurt Yourself
It didn't take very long for Tom Scott to upload <a href="http://www.huffingtonpost.com/2012/04/05/google-glasses-parody-project-glass_n_1406274.html" target="_hplink">this hilarious spoof</a> of Google's "Project Glass" video -- he literally posted his video on the same day Google posted theirs. In a short 20 seconds, he shows all that could go wrong with a futuristic tech device like this one.
Windows Project Glass: One Day Too...
What if Google's glasses <a href="http://www.huffingtonpost.com/2012/04/09/project-glass-parody-smashes-windows_n_1412340.html" target="_hplink">ran Windows</a>? It's likely the problems (and pop-ups) would be endless, as shown in this parody <a href="http://www.youtube.com/watch?feature=player_embedded&v=ZwModZmOzDs" target="_hplink">by Vlakkeland</a>.
Google Glasses Warfare [Project Glass: One Day Parody]
<a href="http://www.youtube.com/watch?feature=player_embedded&v=rM4KF0SAm0I" target="_hplink">Binx Films</a> goes gamer on Google's "Project Glass" video, showing how the device would work in the middle of a Call of Duty-like mission.
Project Ass: Google Goggles (The Parody)
The wearer of Google's glasses in this <a href="http://www.youtube.com/watch?feature=player_embedded&v=-KmFSmkDyr8" target="_hplink">Grad Life production</a> definitely makes the video hilarious with how he puts them to use.
Project Dangerous Glasses
With this video, <a href="http://www.youtube.com/watch?feature=player_embedded&v=Ma8NbpCvSwo" target="_hplink">Happy Toaster</a> shows how not-so-great Google's high-tech glasses might be, especially playing up how it may point out the way-too-obvious and even accidentally cause a death.
Google Project Glass - Cheating Wife Parody
<a href="http://www.youtube.com/watch?feature=player_embedded&v=5vrxfiXU5lo" target="_hplink">LessFilms' funny video</a> points out yet another pitfall (or perhaps plus?) of having Google glasses: You can find out if your loved one is cheating whether you like it or not.
ADmented Reality - Google Glasses Remixed With Google Ads
<a href="http://www.huffingtonpost.com/2012/04/05/is-this-what-google-glasses-video_n_1406993.html" target="_hplink">Jonathan McIntosh</a> tells it to the world straight <a href="http://www.youtube.com/watch?feature=player_embedded&v=_mRF0rBXIeg" target="_hplink">with his Google glass spoof</a>. In the same way that Google pages are riddled with ads, he suggests that Google's glasses might be filled with ads, too -- but they'll be a lot more distracting.
Google Glasses: FIRST HANDS ON!
Unfortunately, <a href="http://www.youtube.com/watch?feature=player_embedded&v=RC8p8olw2oU" target="_hplink">Studio Hoofnail's short parody</a> of Google's video ends quite tragically -- but not before poking fun at its potential shortcomings.
Google's Project Glass
Even <a href="http://www.huffingtonpost.com/2012/04/06/jimmy-kimmel-google-project-glass-video_n_1407927.html" target="_hplink">Jimmy Kimmel had his fun</a> with Google's "Project Glass" video. The clip he shows may <em>look</em> like the original, but keep on watching to discover the funny bit he added on.
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