VividQ Partners with iView to Bring Holography to the Consumer

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VividQ has accelerated the reach of its holographic software through a partnership with Chinese optical module maker iView, which means consumers can expect next-generation displays on consumer electronics to become viable on the market. next year.

VividQ AR. Photo: Aleksandra Pedraszewska

Shenzhen-based iView offers affordable smart devices, laptops and tablets for consumers and businesses: as an OEM, it makes products that are then rebranded by global companies for sale to the consumer. The deal means computer-generated holography – projecting 3D images with natural depth of field – will become normalized in various settings, including on legacy smartphones.

Darran Milne, Co-Founder and CEO of VividQ, said, “At VividQ, we are fueling the display revolution with computer-generated holography. By combining our expertise with iView’s products, we can offer one of the most innovative display solutions to AR device manufacturers.

“We sell to iView, and iView will leverage our intellectual property and sell the products to its customers. iView is the source of many consumer devices on the market, especially in augmented reality [AR] space out. We act as a supplier of intellectual property and software to iView, which is a major player in the design and manufacture of optical systems, including optical display systems, including portable AR devices.

VividQ with co-founders, left to right, CTO Tom Durrant, CEO Darran Milne and COO Aleksdandra Aleksandra Pedraszewska.  Photo: Mark Ashworth
VividQ with co-founders, left to right, CTO Tom Durrant, CEO Darran Milne and COO Aleksdandra Aleksandra Pedraszewska. Photo: Mark Ashworth

VividQ was launched in 2017 with the expertise of the Photonics Department of the University of Cambridge: to date it has received funding of £ 17 million, of which £ 11 million raised in June. The company has 38 employees (with four more ongoing), including 34 in Castle Park and four in the London sales and marketing team. VividQ has worked with Arm and others before, including Compound Photonics and Himax Technologies, but the iView partnership announced at last week’s China International Optoelectronic Expo in Shenzhen goes further.

At the launch event, iView showcased its latest projection technologies for consumer and desktop projectors. One of the highlights of the show was the demonstration of the results of the joint development between iView and VividQ – innovative optical module designs for AR displays in automotive and portable applications, powered by VividQ’s software for generated holography. by computer.

Computer generated holography is a display technology that projects real 3D images with true depth of field for the user, making AR devices more natural and immersive. It is changing the way we interact with virtual content and personal devices, replacing the limited capabilities of today’s AR displays. The technology is also more compact and ergonomic. Holographic HUDs (heads-up displays) for cars display brighter, more accurate information for drivers, while wearable holographic augmented reality devices, such as glasses and smart helmets, provide enhanced visual experiences and interaction for gaming, industrial and medical applications.

Steve Yeung, CEO of iView, said, “We believe computer generated holography is the ultimate solution for overlaying virtual content on the real world. Other AR display technologies result in a single focus plane causing eye strain and confusion in viewers.

Interact with the environment with VividQ HolOS
Interact with the environment with VividQ HolOS

“AR holographic wearables are the holy grail and have the potential to one day replace our cell phones. This collaboration brings a major technological advance to achieve this.

iView, which also operates out of Hong Kong, is a registered trademark of the California-based Wiltronic Corporation. It was founded in 2002 and “strategically” locates its R&D operations center in Shenzhen. He has become one of the main advocates of lifi, which is similar to wifi in that both use radio waves for transmitting data over the electromagnetic spectrum, only lifi operates a completely different part of that spectrum.

This new form of wireless communication broadens the horizon by using light to transmit data between devices. Lifi will use visible, ultraviolet and infrared light, making it ideal for areas sensitive to electromagnetic interference. Dimmed below human visibility, it will be designed to emit enough light to carry data and produce higher bandwidth. Lifi is adopted because wifi is close to full capacity, while lifi poses no limitation. It is 10,000 times wider than the entire radio frequency spectrum, but should be 10 times cheaper when deployed.

VividQ will start sharing its technology with iView next year.

“We’re in the process of launching the pre-product,” says Darran, “so we’re on the verge of making our first prototype, but we’re expecting $ 10 million to $ 15 million in revenue from this industry. “

VividQ interactive holographic display.  Photo: Maira Hayat
VividQ interactive holographic display. Photo: Maira Hayat

Those revenues will really start once holography is added to iView’s products, which could take a year or two due to the frigid pace of regulatory approval – especially for AR glasses which, as Google has pointed out, discovered with his essay, have all kinds of problems to solve. do with consumer privacy and ethics.

Aleksandra M Pedraszewska, co-founder and COO of VividQ, says: “As you may have seen, Ray-Ban and Facebook recently announced the first generation smart glasses which include high resolution cameras for capturing. data and speakers. However, they currently have no augmented reality display. One of the main goals of the iView and VividQ partnership is the construction of holographic screens for the AR smart glasses. “

It will be worth it – the AR market was valued at $ 14.7 billion in 2020 and is expected to grow to $ 88.4 billion by 2026.

The hard work is done. VividQ’s extensive R&D has led to cutting-edge developments that achieve the highest image quality and lowest power requirements in real-time computer-generated holography. Soon consumers, both impatient and skeptical, will find out what this next-generation technology will mean in terms of everyday use in cars – the windshield becomes the screen – glasses, phones, laptops and tablets. The implications for satellite navigation, gaming, education, sports, travel, tourism and cinema are enormous.

For the first time ever, humanity will blend the experience of what we see before our eyes with new layers of information and unprecedented stimulation – with VividQ’s IP built into the mix.



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