Google Acquires Eye-Tracking Technology Startup (GOOG) - Investopedia

Alphabet Inc. subsidiary Google (GOOG) has acquired a three-year-old VR/AR startup that enables user interaction with eye-tracking technology. The acquisition’s terms were not disclosed.

According to reports, the startup’s technology could boost Google’s products, such as Google glass, in addition to enhancing its technology creds in this space. In an interview with Time magazine last year, Eyefluence CEO had indicated that the startup’s technology could be used to improve productivity within virtual reality and augmented reality. “Imagine being able to do anything you can do with your finger on a smartphone or tablet, but only using your eyes,” he is quoted as saying. “Navigating data, zooming on content, and getting information is much faster when you can instantly access it by looking at it.” (See also: Will Virtual Reality Alter Business Reality In 2016?).

An already-released Google product might benefit from Eyefluence’s technology. The Google Glass failed to take off with users, when it was released three years ago. Part of the reason for its lack of success was the awkwardness of using a combination of hands as well as voice to control the device. Eyefluence’s technology could make it simpler and easier to control Google glass and to reimagine possibilities with its design.

The company’s CEO Jim Marrgraff also sketched out bold use cases for the technology in a talk with tech publication Techcrunch last month. For example, he said the startup’s technology could be used as a control center for a VR headset to view the 2020 Olympics through the eyes of an officer already present at the site.

After launching a cheap cardboard VR headset, Google has doubled down on the technology. Last month, it released the Daydream VR, a lightweight VR headset made of microfibers that retails for $79. In addition to featuring its own Youtube content on the headset, the Mountain View company has also inked partnerships with a diverse set of content providers from major studios to content platforms. (See also: Google Expands Its Virtual reality Offerings).

VR/AR M&A advisor Digi-Capital estimates that the market for virtual reality will hit $30 billion by 2020.

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