Snap takes its work in the field of augmented reality to a new level. The new generation Specs glasses, which are expected to be released next year, will appeal directly to consumers this time. The company was previously limited to developer-only devices. Now, we want to offer a more comprehensive experience that integrates hardware and software.
At the center of this transformation is the software tool called Commerce Kit, which was announced at the Lens Fest event. With this tool, Snap gives developers the ability to receive payments through lenses. In other words, now, when wearing Specs glasses, a user will be able to purchase digital items or unlock extra features directly from within the glasses. This not only changes the user experience; It also gives developers the chance to generate sustainable income. In addition to all this, Snap’s approach to content creators is also taking it to a more serious level.
Snap offers developers the opportunity to monetize within the lens
Bobby Murphy describes this step as the beginning of a revenue model for developers. According to him, this structure will expand over time and content producers will be able to grow their businesses not only in-app but also in a hardware-supported way. Until now, the Lens Creator rewards program has been a sole source of income. However, now shopping directly through glasses can create a much more effective structure. At this point, it is clear that Snap is trying to turn its augmented reality platform into a content marketplace. However, for this to become a long-term success, it must also be adopted by the user.
At this point, the physical properties of the glasses also become important. Snap CEO Evan Spiegel states that the new Specs glasses will be lighter and more useful. Previous models had limited use, mostly due to their bulky nature. Therefore, it is an important expectation that the new device will become more suitable for daily use. In particular, factors such as weight, ergonomics and battery life will directly affect user interest. Despite this, the area where the company really wants to make a difference seems to be the software side.
One of the features Snap has developed is an independent experience that allows watching Spotlight videos directly. In addition, a more powerful web browser is also made accessible through glasses. One of the most notable developments is a translation lens that can perform real-time voice translation. This makes foreign language barriers significantly surmountable. Despite everything, the hardware must be powerful for all these features to work smoothly. Otherwise, no matter how advanced the software is, the user experience may remain incomplete.
However, Snap is not limited to its own content. For example, Tripadvisor is working on a lens that will allow users to get information about restaurants and shops while walking on the street. This information, integrated into the field of view, provides information without directing the user to another application. This system can save time when making split-second decisions. However, it leaves a question mark in mind that such lenses will also be questionable in terms of personal privacy. Other platforms such as Figma are also working on similar experiences for glasses, but the details are not yet clear.
In addition to all this, Snap now wants to direct the developer community it has created in the field of augmented reality for years to profit directly through hardware. This can be read as an effort to turn AR technology into an economic activity that is not just limited to entertainment. Especially for independent developers, this new structure offers the chance to reach a user base they could not reach before. In this context, Snap’s goal is not only to sell glasses, but also to establish a content and commerce ecosystem that uses these glasses. Making commerce a direct part of the content experience requires moving away from the classical mobile application logic.
Regardless, whether this new approach will be successful depends on how much users will adopt this new form of interaction. If in-lens shopping processes can be presented in a practical, safe and useful way, this could provide Snap with a serious competitive advantage. However, if the system is complex, heavy or contains security vulnerabilities, users may return to more traditional shopping methods. Therefore, Snap will need to implement extensive testing processes before releasing new developer tools. Balancing each other between glasses hardware and software will make it easier for users to transition to this new generation of interaction.
Snap’s augmented reality vision is not only focused on hardware and software, but also includes an understanding of transforming interaction styles. The potential offered by glasses is becoming increasingly important, especially in terms of education, remote work and social media content. Unique lenses to be developed in such areas can enable the platform to attract not only individual but also corporate users. On the other hand, for this structure to be sustainable, developers must not only produce content but also make money from this content. Snap is trying to strengthen the foundations of the ecosystem by providing tools that will make exactly this possible.