The month in technology: Adidas unveils ‘try before you buy’ AR app and Google to buy Fitbit for $2.1bn

Verizon and Snap collaborate on 5G innovation

Verizon and Snap Inc have joined forces to become official 5G innovation partners.

Snap will work with Verizon’s 5G Labs to develop AR features and experiences, including working on different ways to experience live events through Snapchat. The partnership will also include premium sponsorship placements within its Snap Originals video series.

Verizon’s 5G Ultra Wideband technology will enable Snap’s AR innovation through cutting-edge technology. This includes Landmarker tech, which creates location-based entertainment experiences and portal lenses that can transport fans backstage at a concert or provide spectators unique in-stadium experiences from their seat during the game.

“5G will change the way people live, work and play and we’re partnering with leading companies like Snap Inc. to create unique experiences and new offerings,” said Frank Boulben, senior vice president of Marketing and Products, Verizon Consumer Group. “Our 5G Ultra Wideband technology should change the way mobile users forever experience places and events, evolving the way they see the world.”

“Major advances in high-bandwidth experiences are fuelling the future of augmented reality,” said Jared Grusd, chief strategy officer, Snap Inc. “We are thrilled to partner with Verizon to move the industry forward through the development of creative and innovative 5G experiences on Snapchat.”

adidas lets customers virtually try on shoes

adidas has launched an augmented reality feature to virtually try on footwear in its iOS app, including its recently-launched Alphaedge 4D running shoes.

Using technology from ecommerce AR tech firm Vyking, the feature works by opening the adidas app, navigating to a product page, pointing your smartphone at your feet and the virtual models will appear.

“We are excited to launch AR try-on in the adidas iOS app,” said Vyking CEO Matthew Klimpke. “Partnering with adidas has allowed us to roll this feature out alongside the much-anticipated adidas Alphaedge 4D release and a selection of the Originals range. Viewing products in 3D is already known to increase conversions, and we’re anticipating a big increase in conversions through our footwear try-on technology.”

Vkying reports that for L’Oreal conversions increased threefold when it made AR try-on available for certain beauty products.

Vodafone selects Google Cloud for AI analytics platform

Vodafone has teamed up with Google Cloud to further support the telecom giant’s digital transformation using data, analytics and AI.

Google Cloud will host Neuron, Vodafone’s data analytics, BI and machine learning platform. Neuron will allow Vodafone to use real-time data analytics to gain insights into its business to create new offerings and enhance existing products and services for customers.

Vodafone is also using Google Cloud for hybrid infrastructure and containerisation and to develop its next-generation business intelligence platform.

The complex project involves a large-scale migration of Vodafone’s global data into Google’s public cloud. A custom platform will be created for data performance that lets disparate data from across the Vodafone organisation to be aggregated into one ‘data ocean’ within which analytics and BI can take place.

World wide web inventor announces principles to fix the internet

Inventor of the world wide web Tim Berners-Lee has officially launched the Contract for the Web, a set of principles designed to “fix” the internet and avoid us slipping into a “digital dystopia,” reports The Guardian.

The contract lists nine principles for governments, companies and individuals to follow, including responsibilities to provide affordable and reliable internet access.

Berners-Lee said his contract, developed in cooperation with dozens of experts and members of the public, is “a road map to build a better web”. He called on governments to “strengthen laws and regulations” and companies “to ensure pursuit of profit is not at the expense of human rights and democracy”.

At launch, the programme has received support from over 150 organisations including Microsoft, Google and Facebook. The governments of Germany, France and Ghana have also signed up to the founding principles.

Google to buy Fitbit for $2.1bn

Google is set to acquire fitness wearables firm Fitbit in a deal worth $2.1bn to build on its own wearable plans. The deal is expected to close in 2020, subject to customary closing conditions, including approval by Fitbit’s stockholders.

Google has already made progress in the wearables space with Wear OS and Google Fit but the tech giant has plans to invest further in Wear OS and to introduce Made by Google wearable devices into the market.

Photographer: Dylan Griffin

“By working closely with Fitbit’s team of experts, and bringing together the best AI, software and hardware, we can help spur innovation in wearables and build products to benefit even more people around the world,” said Rick Osterloh, senior vice president, Devices and Services at Google.

James Park, co-founder and CEO of Fitbit, added: “Google is an ideal partner to advance our mission. With Google’s resources and global platform, Fitbit will be able to accelerate innovation in the wearables category, scale faster, and make health even more accessible to everyone. I could not be more excited for what lies ahead.”

Fitbit and Google are assuring users that their personal information and Fitbit health and wellness data will not be used for Google ads.