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Google Glass Reportedly Gets a New Name: Project Aura

According to Business Insider and The Wall Street Journal , search giant Google Inc.GOOGL has rebranded its troubled Glass project to Project Aura and has also been hiring engineers and software developers from Amazon's AMZN Lab126, who were laid off due to the failure of the Fire phone.

Project Aura, which apparently started in June, is being run by the original head of Google Glass, Ivy Ross. It will rather remain under Google than operate as a standalone company under Alphabet or be folded into the Nest business. Google has hired at least three members from Lab126 till now.

With Project Aura, Google is aiming to revive its computer eyewear and building its next edition of Glass. It is also trying to go beyond Glass and create related wearable technology to broaden the scope of the product and compete more effectively with rivals such as Facebook FB , Apple AAPL , and Microsoft.

It's no secret that the first version of Google Glass, which was released in mid-2014 and priced at $1,500 for users who applied to test the Internet-connected device, was nothing short of a disaster. Not only did it give Google a bad reputation among consumers, it also disappointed a lot of partners and app developers who lost crazy amounts of money on the project. But it did see some traction with businesses, health care providers and various other organizations.

In fact earlier this year, Google decided to discontinue the sale of the first version of Glass and closed the Explorer program. This created speculations that the company would discard the wearable device.

But Google dismissed the rumors and assured that it still remains enthusiastic about its groundbreaking Google Glass technology. It promised to come up with a viable version of the device.

In July, reports on the Glass project said that the search giant was working on the next edition of its augmented reality glasses aimed at the business market, dubbed Google Glass Enterprise Edition.

Google is yet to reveal details pertaining to the official launch of the updated device. But it hopes to launch the same for businesses by fall.

Google has a Zacks Rank #2 (Buy).

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The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.


The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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