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Samsung subsidiary Harman acquires AR software company Apostera

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Last updated: February 11th, 2022 at 16:47 UTC+02:00

In a recent turn of events, Samsung subsidiary, Harman, has finalized a deal and acquired a German-based software company. This German company basically specializes in automotive augmented reality and mixed reality. The name of the company is Apostera.

It was established back in 2017, and it is a company that provides AR heads-up-display (HUD) to automotive and navigation companies. As noted in the official blog post, with AR (Augmented Reality), MR (Mixed Reality), image processing, and sensor technologies, Apostera provides an advanced user experience.

With Apostera, Harman plans to enhance its Digital Cockpit product for vehicles

The main idea behind this acquisition is to fuse the AR and MR technologies of Apostera and combine them with Harman’s Digital Cockpit product. Notably, this will serve as a link between the real and digital worlds, overall strengthening Harman’s portfolio of automotive products.

By the way, “Digital Cockpit,” means the area in front of the driver and passenger seats. It is basically located in the first row of a passenger car. As more and more digital components such as digital instrument panels and audio systems have started to be used in vehicles, this collaboration could be pretty fruitful for Samsung.

HUD isn’t something new. It has been available for decades but hasn’t been implemented at the rate that it should have been. But since automotive companies are switching over to AR-based product launches, and virtual showrooms. All this makes the future seem pretty bright for HUD.

To give you some numbers, the automotive AR market was about $4.5 billion in 2021. It is forecasted to be around $14.4 billion. Meaning, that it will grow at a compound annual growth rate of more than 18% through 2028.

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