Search giant Google Inc. GOOG launched a new certification project — "Works with Google Cardboard” — for virtual reality (VR) smartphone adopters.
The program offers headset developers and manufacturers the tools to make sure that the VR viewer design is compatible with any Cardboard app made for the device.
The material of the viewer and its optics and dimensions do not matter. The new tool offered under the program can calibrate the VR viewer and Cardboard apps for the optimal viewing experience.
Under the project, developers must place a specific QR code on their Cardboard-certified VR viewer. Users can then scan this code using the recently-updated Google Cardboard app. Google will enable Cardboard apps in Google Play to identify the key parameters set by the manufacturer (like focal length, input type, and inter-lens distance), thereby delivering a great VR experience.
Google also announced the expansion of Google Play's Cardboard apps collection to make it easier for users to find specific VR apps even faster. It has divided VR apps into categories like Music and Video, Games, and Experiences.
Google Cardboard is a fold-out cardboard smartphone mount that when combined with lenses, a magnet, a piece of hook-and-loop fastener, and a rubber band and held against the face, offers a virtual reality experience. Google launched Cardboard at Google I/O, its annual tech summit, last year.
The virtual reality market is still nascent but is being touted as the next big thing. Competition is already rife in the virtual reality headsets space. With HoloLens, Microsoft MSFT is foraying into the world of 3-D headsets, where Facebook FB is already present and Oculus Rift. Other Silicon Valley rivals in the space include Sony's SNE Project Morpheus and Samsung’s Gear VR.
While companies are investing heavily to secure their own position in virtual reality headsets, a leading operating system is yet to surface. So, to fill the gap, it was reported in March that Google is building a version of the Android operating system (OS) to power VR applications.
In addition to these moves, Google also revealed that it recently acquired two companies, Thrive Audio, which can bring enhanced audio and Tilt Brush, which enables 3D printing to beef up its VR efforts. These efforts should enable Google to pick up some share in the still-nascent virtual reality market.
Google holds a Zacks Rank #3 (Hold).
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