Contact lense


Travel Tech

Augmented reality contact lenses, it is certainly the first time the Think Tank team came across an article like that where Google’s Glasses are put into question and a new aspect of wearable technologies is put into context. The wearable startup Innovega is now taking wearable technology one step further by introducing contact lenses that will interact with HD glasses. Although this sounds more like a sci-fi movie at the moment, this could become the next big thing and a reality in the future, where consumers worldwide could potentially wear contact lenses interacting with HD glasses (CNET 2014).


Wearable technology is one of the topics that is discussed regularly in the tourism industry at the moment. In the future, consumers could have information displayed not on devices but projected on their eyes, making it possible to have interfaces floating in front of consumers eyes, decreasing current restriction of showing information on devices only. This is quite exciting and is also anticipated by many marketers worldwide.


The company Innovega is currently designing and working on special contact lenses that will read lights from projectors fitted to glasses. This could enable the startup to become quite close to Google Glasses which are already revolutionising wearable technology. Already, some marketers in the tourism industry questioned the fact whether consumers would actually run around a destination wearing glasses, but with contact lenses potentially becoming a future reality of wearable technology, this could really revolutionise the way in which consumers react.

These contact lenses might not be visible to everybody at first sight, making it possible for consumers to wear them without others knowing they do. Innovega is predicting that consumers will actually want to wear the contact lenses which means that if their predictions are correct, once wearable technologies like these are introduced and consumers can purchase them, it might be the war of which devices consumers prefer wearing. For tourism marketers, it is interesting to see how consumers worldwide respond to wearable technology and how these might change the digital landscape and the way in which information is accessed and consumed once more.


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