| Snapchat Rebrands as Snap Inc After Camera 'Spectacles' Unveil |
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By: The Drum |
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 Ephemeral messaging service Snapchat has played its hand, showing a wider strategy beyond its core messaging app with the unveiling of its secretive venture into hardware.
Following a sweeping rebrand that saw web domains and social media counts renamed as Snap Inc, company chief executive Evan Spiegel has revealed Spectacles – a pair of $130 sunglasses with an embedded video camera.
Aping a minor feature boasted by Google Glass, the product looks to be focused only capturing moments, a mantra the company has been built upon. Footage captured on the specs is sent to the Snapchat app, transferred via Bluetooth of Wi-Fi, to memories where the footage can now be viewed in all orientations via a new format.
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This article was published by The Drum. A link to the original appears at the end of this post.
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