Billing itself as the world’s “first holographic communications platform,” American startup Proto is beaming life-size “3D” videos to universities, hotels and medical centers.
The company has developed a box — which weighs more than 400 pounds and is taller than a basketball player — that can show a video of a person, giving the illusion of three-dimensionality through some clever graphic effects with smoke and mirrors.
The boxes can play pre-recorded videos as well as a live feed, and any 4K camera, including an iPhone, can be used as a source. Although the images are not technically holograms, by adding shadows behind the body and reflections under the feet, the box effectively tricks the brain into believing there could be someone inside.
“We just flew William Shatner from Los Angeles to Orlando, Florida, to attend a convention that he couldn’t physically be at,” said David Nussbaum, the company’s founder and CEO, giving an example of how the technology can be used.
Nussbaum, who has a background in radio and podcasting, founded Proto in 2018. He says the company has 45 employees and has sold nearly 1,000 units.
It has two full-size models — the Proto Epic and a recently launched, more economical one called the Proto Luma — that start at US$29,000 and go up to US$65,000 (from R$158,000.00 to R$35,400.00, according to the current quote). There is also the Proto M, a tabletop version that is just over 70 centimeters tall and weighs just under 14 kg, selling for US$5,900 (R$32,100.00).
That’s a lot more than a standard Zoom call, although the company offers a full-sized model to rent for $2,500 a month.
Only one Proto is required to set up a call, but Proto-to-Proto communication is not currently offered; While it’s possible for two Proto users to talk, they both still need a second camera, like a smartphone.
Nussbaum describes Proto as a “business to business company,” with clients including Amazon (AMZN), Verizon (VZ), Siemens, Accenture, Walmart (WMT), NFL and major US TV networks. But he adds that he sees a future where a version of his smallest device will be “in living rooms for less than $1,000.”
He said that by placing a 2D image in a full-size 3D space, Proto creates a more immersive experience than a standard video call. “You’re seeing me as if I were really there. This means our conversation is more authentic. It’s more immersive,” he said.
Proto boxes have been used at New York’s JFK airport and the Beverly Wilshire hotel in Beverly Hills, California, providing concierge service in suites and penthouses.
Similar technology launched by Dutch company Holoconnects has been deployed in hotels in Scandinavia and used for advertising by BMW. Google is collaborating with HP to commercialize its Project Starline, which promises to bring more depth and realism to video conferencing conversations, and Cisco is working to bring “holograms” to Webex.
Recently, Proto began working with universities — including Central Florida, MIT, Vanderbilt, Stanford, and Loughborough University in the United Kingdom — bringing in guest speakers from around the world.
Gary Burnett, professor of digital creativity at Loughborough University, who has experience with Proto boxes, said: “In our initial mini-lecture tests, it was clear that students felt a strong sense of co-presence with the hologram speaker – believing that they were ‘in the room,’ aware and behaving like an authentic speaker.”
“Most students were paying attention throughout the session, and although this was not a formal part of their education, it was apparent that they were learning, as measured by a pop quiz at the end of the lectures. Not surprisingly, with such new technology, we had some evidence of occasional distraction, often in the form of students using their own phones to film the experience.”
Immersive experience
Earlier this year, Proto began a partnership with West Cancer Center, a clinic in a suburb of Memphis, Tennessee, allowing doctors there to beam to clinics in remote areas.
“For oncology and hospice patients, nonverbal communication is extremely important because we often convey complex information and sometimes deliver difficult or challenging news,” said W. Clay Jackson, a clinic physician and professor of family medicine and psychiatry at the University of Tennessee School of Medicine.
“The patient experience with the Proto hologram is far superior to traditional screen-based telehealth formats. The life-size, three-dimensional image truly immerses the patient in the visit, allowing them to give and receive communication as effectively as if I could reach out and touch them.”
One of Dr. Jackson’s patients, Crystal Freeman, says the technology is a much more viable solution than standard virtual appointments for rural patients. “I (had) telemedicine visits, which were ok, but the service is sometimes spotty and you don’t really get the feeling of being at a real doctor’s appointment,” she said.
Nussbaum says he uses technology at home to connect his children in Los Angeles with their parents in New Jersey — a scenario where, he says, not even a video call is enough.
“Sure, you can communicate, but you can’t connect,” he said. “So I thought, what if I could teleport them to each other’s houses? Now we are doing this. So for me, I’m getting a little glimpse into the future by watching my parents and my children have a relationship from 3,000 miles away. That, to me, is one of the best things we’re doing.”
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This content was originally published in Discover the hologram boxes that can bring “3D” videos to your living room on the CNN Brasil website.
Source: CNN Brasil
Charles Grill is a tech-savvy writer with over 3 years of experience in the field. He writes on a variety of technology-related topics and has a strong focus on the latest advancements in the industry. He is connected with several online news websites and is currently contributing to a technology-focused platform.
