Snap built augmented reality glasses. They cost two thousand dollars. The company needs Nvidia, Amazon Web Services, and Salesforce to sell them. Three partners. For glasses.
The pitch goes to enterprises now because consumers looked at Spectacles version one through four and said no thank you we're good. Enterprise customers can't say no as easily. They have budgets. They have quarterly innovation targets. They have some guy in procurement who gets promoted for buying exactly this kind of sh*t.
Nvidia handles the AI processing. AWS provides the cloud infrastructure. Salesforce does whatever Salesforce does, which is send emails about synergy. Snap provides the hardware that sits on your face and makes you look like you're about to ask everyone at the office if they've heard about Web3.
Two thousand dollars gets you augmented reality in a workplace setting. You can see digital overlays while you pretend to care about the quarterly sales presentation. You can make eye contact with your boss while secretly reading Reddit. You can walk into the break room and have the glasses remind you that Janet from accounting still hasn't paid you back for lunch.
The enterprise market loves expensive solutions to problems that don't exist. Snap knows this. Nvidia knows this. AWS definitely knows this. Salesforce has built an entire company on this principle.
Somewhere right now a VP of Digital Transformation is writing a memo about immersive collaboration frameworks. He'll expense the glasses. He'll wear them twice. They'll sit in his drawer next to the Google Glass he bought in 2013 and the Magic Leap headset he bought in 2018. But the memo will say innovation. The memo will say future-forward. The memo will get him through another quarter.
Snap stock is up because they finally found customers stupid enough to be businesses instead of people.
Photo by on Unsplash
Leave a Comment