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Are smartphones' days numbered? The partnership between Meta and EssilorLuxottica brings smart glasses that promise to revolutionize the market. With integrated AI and futuristic design, these devices replace cell phones, offering functions such as calls, photos and augmented reality.
In a surprising turn of events, technology market, a partnership between EssilorLuxottica and Meta promises to transform the world of wearable devices and, who knows, dethrone cell phones once and for all.
With high-tech glasses that go beyond traditional Ray-Ban frames, the company reveals its newest product with integrated artificial intelligence, betting on an almost invisible connectivity experience.
But what's really behind this innovation and how could it threaten tech giants like Apple and Samsung?
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In the second half of 2024, EssilorLuxottica reached an impressive market value of €100 billion, an achievement that crowns the vision of founder Leonardo Del Vecchio, who passed away in 2022.
The company, which owns iconic brands such as Ray-Ban and Oakley, now offers glasses equipped with AI and cameras, the result of an ambitious collaboration with Meta, Mark Zuckerberg's company.
Compliant Francesco Milleri, CEO of EssilorLuxottica, smart glasses have the potential to replace smartphones, just as streaming replaced CDs and electric motors challenge combustion engines.
Ray-Ban with camera: the future of wearable devices?
With functions ranging from taking photos and recording videos to live broadcasts on Facebook and Instagram, Ray-Ban Meta sunglasses promise to revolutionize the way we interact with technology.
In the United States, these advanced devices still feature Meta's artificial intelligence assistant, allowing real-time voice interactions and commands.
According to Milleri, this innovative development aims to position the company as a leader in wearable computing, transforming glasses into an indispensable and highly interactive accessory.
He highlights that “glasses like these could replace most other technological devices”, pointing to a future in which cell phones could be a thing of the past.
The partnership with Meta represents a long-term effort, with plans to create multiple generations of increasingly sophisticated smart glasses.
Zuckerberg even compared Meta and EssilorLuxottica to the European Samsung, envisioning a new technological era.
In the coming years, Meta also plans to acquire a 5% stake in EssilorLuxottica, strengthening this strategic alliance.
EssilorLuxottica and Meta: a relationship that generates billions
The partnership between EssilorLuxottica and Meta is not limited to the manufacture of eyewear, but seeks to develop a new category of wearable products with practical, everyday applications.
In the third quarter of 2024, sales of Ray-Ban Meta eyewear and photochromic lenses that react to sunlight increased global revenue by 2,3%, totaling €6,4 billion.
The direct-to-consumer segment saw 3,2% growth, reflecting strong demand for these new devices.
For EssilorLuxottica, Smart glasses represent a safe bet, considering that billions of people in the world already use glasses, whether sunglasses or prescription.
Milleri says “these glasses will be as common as smartphones are today,” highlighting the massive market potential and scalability.
Expansion and challenges: beyond smart glasses
In addition to developing AI glasses, EssilorLuxottica is also diversifying its investments into other technology areas.
In 2024, it acquired 80% of Heidelberg Engineering, an ophthalmic diagnostics company, strengthening its portfolio of healthcare technologies.
Other acquisitions include streetwear brand Supreme for €1,5 billion, aiming to attract a young audience that values both fashion and technological innovation.
EssilorLuxottica holds licenses for several luxury brands, which expands the possibilities for collaboration with Meta to create eyewear that integrates cutting-edge technology without compromising on design.
However, the rapid growth of this technology may face regulatory barriers in privacy-strict markets such as the European Union and China.
The CEO believes that, in the future, smart glasses will be increasingly discreet, incorporating artificial intelligence in an almost imperceptible way, without interfering with aesthetics.
He sums up the company’s goal: “To create a complete digital experience, directly on the accessory you already use every day.”
A new era without smartphones?
As Meta invests in augmented reality and wearable devices, this partnership with EssilorLuxottica is seen as an important step towards consolidating the concept of “invisible computing”.
The bet is that smart glasses will evolve to a point where they can completely replace smartphones, allowing people to be connected and informed without needing a device in hand.
Milleri is confident that “AI glasses have the potential to make smartphone use obsolete,” as they are already part of people’s lives, being easy to adopt and use in any situation.
So what starts out as a luxury innovation could very well become the norm in the next decade.
With so many advances on the horizon, would you be ready to ditch your smartphone for a pair of smart glasses?
Although the idea of glasses is very interesting, there is no way they can replace smartphones, which are also evolving rapidly. There are things that cannot be replaced. Just as radio does not replace books, TV does not replace radio, and cell phones have not replaced either. These glasses, no matter how modern they may become, will not replace smartphones.
I won't abandon my smartphone
I think the glasses are more of a welcome addition to the smartphone.
Some considerations to help us understand what would be substituted:
1. What would the selfies look like?
2. How would you record from different angles?
3. How to type? Not everyone likes to talk about certain subjects in public.
They never made a cell phone with a keyboard in Brainly, imagine with glasses…
I liked it a lot