Google venture arm backs startup aiming to bring mixed reality to any car windshield or plane cockpit
Distance Technologies develops a product that it says can turn any transparent surface into an augmented-reality display.
Distance Technologies
Distance Technologies, a Finnish startup that aims to bring mixed-reality technology to any car windshield or plane cockpit, has raised 10 million euros ($11.1 million) of funding from GV, the venture capital arm of Alphabet and other investors.
Distance raised the cash injection in a seed round led by GV, with existing investors FOV Ventures and Maki.vc also stumping up more cash for the startup, the company told CNBC on Thursday.
Helsinki-headquartered Distance develops technology that it says can turn any transparent surface into an augmented-reality display, enabling the user to see 3D digital objects overlayed on top of the panel they’re viewing.
This avoids the need for any clunky hardware, like a mixed reality headset or augmented reality glasses, both of which require a user to pull an actual device over their eyes to immerse themselves in the experience.
“One of the great barriers for mixed-reality is that, as long as you need to put something on your head, it will never be effortless or elegant as a solution,” Urho Konttori, CEO and co-founder of Distance, told CNBC in an interview earlier this week. Konttori was formerly chief technology officer of Varjo, another Helsinki-based mixed-reality firm.
Distance is primarily focused on selling into the auto, aerospace and defense markets.
The way Distance works is by using tracking technology to identify where you are looking and then compute the correct light field to match the exact positions of your eyes, according to Konttori.
Distance’s solution adds a set of optics layers on top of most liquid crystal displays (LCDs), which allow its tech to beam an image onto the places where your eyes are focusing.
Using this technique, Distance can separate the light fields into your left and right eyes, while also creating an additional optical layer underneath that creates a high brightness.
Distance says its system is capable of “infinite” pixel depth, meaning it can create a life-size field of view in any setting — whether behind the wheel of a car or flying an F-18 fighter jet.
GV, which was formerly known as Google Ventures and counts the internet search giant’s holding company Alphabet as its sole limited partner, told CNBC that it was attracted to invest in Distance due to the “potential to build the next-generation of user interfaces.”
“We are particularly excited about how some of the nearer-term pathways to bring this to market in automotive and aerospace allow the potential for users to get their hands on this technology,” Roni Hiranand, principal at GV, told CNBC.
Commercializing mixed reality isn’t an easy feat. For one, mixed-reality devices are still expensive. Apple’s Vision Pro and Microsoft’s HoloLens 2 devices both start at $3,500 — and they’re not cheap to make, either. A new AR glasses concept device Meta unveiled Wednesday reportedly cost the firm $10,000 per unit to make, according to The Verge.
Meta was not immediately available for comment when contacted by CNBC.
Augmented reality heads-up displays, or HUDs, aren’t a new phenomenon in the automotive industry. Companies have been working to add AR features to cars for several years, with tech giant Huawei among the early movers to pioneer the tech in China.
A slew of other display technology firms are developing their own AR HUDs for cars, including First International Computer, Spectralics, Envisics, Futurus, CY Vision, Raythink, Denso, Bosch, Continental, and Panasonic.
According to Distance Technologies Chief Marketing Officer Jussi Mäkinen, the company’s system can cover the entire surface of any transparent surface, not just a specific corner or the bottom half of a display — a limitation that most automotive AR HUDs are facing today.
“The main difference here is that we are driven by the software,” Mäkinen told CNBC.
The company previously showcased a proof-of-concept version of its technology at the Augmented World Expo USA 2024 mixed-reality industry trade show in June.
For now, Distance has had to use simple optics and normal LCD displays to demonstrate its technology to prospective partners and investors. Going forward, Konttori said he’s getting ready to push a “very expensive” button: advancing Distance’s optics technology into what he calls the next generation early next year.
“I would say that we have been in the research cycle now,” Distance’s CEO said. “Now, we are switching into the product cycle. And the key thing to do is work with somebody who will become your customer … one or two to work very closely with, and then a finalized product specification.”
The Galaxy Z Fold 7 is super thin, measuring just 8.9 millimeters when closed and 4.2 millimeters when unfolded.
Ryan Browne | CNBC
Samsung on Wednesday launched three new folding smartphones — including thinner top-end devices and a cheaper version of its flip phone — as the tech giant looks to entice buyers to make the switch to foldables.
The main new additions to Samsung’s foldable phone range are the Galaxy Z Fold 7, which folds like a book, and the Galaxy Z Flip 7, which takes on the form of the classic clamshell-style flip phones. Samsung also announced a cheaper version of its latest flip phone, the Galaxy Z Flip 7 SE.
The South Korean consumer electronics giant is refreshing its foldable phone lineup at a time when the company faces increased competition from Chinese rivals, such as Honor and Oppo. Last week, Honor — which spun off from Chinese tech giant Huawei in 2020 — launched the new ultra-thin Magic V5 folding phone, while Oppo introduced its own slim foldable device, the Find N5, earlier this year.
Samsung’s share of the global foldable phone market slipped to 45% in 2024 from 54% a year earlier, according to Counterpoint Research. China also accounts for a significant share of the foldables market — although 17.2 million of these devices were sold last year globally, this drops to 9.4 million when excluding mainland China.
Thinner and bigger — but there’s a catch
The Galaxy Z Fold 7 is super thin at a thickness of 8.9 millimeters (0.35 inches) closed and only 4.2 millimeters open. It’s also much lighter than its predecessor, weighing 215 grams (7.62 ounces). These stats put the phone on par with both Honor’s Magic V5 and the Oppo Find N5.
The Samsung Galaxy Z Fold 7.
Ryan Browne | CNBC
The new Fold device has a 6.5-inch cover screen and an 8-inch main display when opened, making it bigger than its predecessor.
It’s also decked out with premium new cameras, featuring a 200-megapixel main lens, as well as a 10-megapixel telephoto sensor, 12-megapixel ultra-wide and two 10-megapixel front cameras on both the cover screen and on the main display.
The Galaxy Z Fold 7 is super thin, measuring just 8.9 millimeters when closed and 4.2 millimeters when unfolded.
Ryan Browne | CNBC
Samsung’s new Fold generation is, nevertheless, much more limited than other devices in the market when it comes to battery capacity. The Galaxy Z Fold 7 has a 4,400 milliampere-hour (mAh) battery — far less than the 6,100 mAh power pack in Honor’s Magic V5’s or the Oppo Find N5’s 5,600 mAh battery.
Samsung says its device is capable of 24 hours of video playback.
The Galaxy Z Fold 7 will retail in the U.K. at a starting price of £1,799 ($2,434).
Cheaper flip phone
The Galaxy Z Flip 7 has a 4.1-inch cover screen and a 6.9-inch main display when opened.
Ryan Browne | CNBC
Samsung’s Galaxy Z Flip 7 is also thinner than its predecessor, coming in at 6.5 millimeters when opened flat. By contrast, the Galaxy Z Flip 6 has a depth of 6.9 millimeters when unfolded.
The new phone has a 4.1-inch cover screen and a 6.9-inch main display. It comes with a 50-megapixel main camera and 12-megapixel ultra-wide sensor on the back and a 10-megapixel lens on the main display.
It also has a bigger 4,300 mAh battery, which Samsung says supports 31 hours of video playtime on a single charge.
In addition to Flip 7, Samsung is also introducing a cheaper version of the phone, called the Galaxy Z Flip 7 FE, which is slightly smaller and thicker than its more premium counterpart.
The Galaxy Z Flip 7 will retail from £1,049 in the U.K., while the Galaxy Z Flip 7 FE starts at £849.
AI fashion tips
Samsung also talked up the Galaxy Z Fold and Flip 7’s artificial intelligence capabilities. For the last two years, the company has used Google’s Gemini language model to power much of its AI features — and this year is no different.
Both devices use Samsung and Qualcomm’s custom-made Snapdragon 8 Elite for Galaxy chip, which is designed to enable more AI processing on-device as opposed to in the cloud.
The Samsung Galaxy Z Flip 7.
Ryan Browne | CNBC
It also has new AI-powered camera features, including one that automatically suggests people and objects to erase from photos — for example, if you’ve been photobombed by someone — and an audio eraser tool that proactively detects and removes unwanted background noise from videos.
The Galaxy Z Flip 7, meanwhile, lets you pull up Google’s AI assistant app, Gemini Live, on top of the camera app when taking a live video of yourself. Samsung says one use case this offers is the ability to ask the AI for tips on the outfit you’re wearing.
Sheng Win Chow, senior analyst at Counterpoint Research, said that physical design alone won’t be enough to convince users to convert to foldable phones from the touchscreen slabs we’re all used to.
“Lasting leadership depends on redefining what foldables do, not just how they look,” he said in an emailed note. “The next wave of competition will come from software — how vendors use the foldable form factor to deliver truly differentiated experiences.”
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