# Smart Glasses Acquisitions Google Purchased North to Use Its 'Ambient Computing' Technology By Daniel Johnson | Published 2020-07-07 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/ambient-computing References: [mobilemarketer](https://www.mobilemarketer.com/news/google-buys-smart-glasses-startup-north-for-ambient-computing/580854/) & [blog.google](https://blog.google/products/hardware/focus-helpful-devices-google-acquires-north) North, a smart glasses company, was purchased by Google in an effort to develop ‘ambient computing’ capabilities for the tech giant. It was reported that the company was purchased in a $180 million USD deal, however, no exact details were made public. North employees will now work at Google’s facility in Kitchener Ontario. The acquisition could help Google use ‘ambient computing’ technology in future wearable devices. This would allow users to have a more immersive experience with their environment. The smart glasses that were developed by North featured a holographic image on the lenses that were projected by lasers. The holographic images allowed users to access their messages, email, and navigation systems while speaking with Amazon’s Alexa smart assistant. Image Credit: Flickr; Ted Eytan ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 75% | Activity: 88% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Gadgets](https://www.trendhunter.com/gadgets) ## Key Themes ### What's Driving This Trend - **Ambient Computing:** The acquisition of North by Google opens opportunities for the development of ambient computing capabilities in wearable devices. - **Immersive Experience:** The integration of North's holographic image technology into smart glasses could create more immersive experiences for users. - **Voice Assistant Integration:** The smart glasses developed by North allowed users to access Amazon's Alexa smart assistant, indicating potential for further integration of voice assistants in wearable devices. ### Who This Affects Most - **Wearable Technology:** The acquisition of North by Google highlights the ongoing innovation and potential disruption in the wearable technology industry. - **Augmented Reality:** The use of holographic images in North's smart glasses demonstrates opportunities for disruptive innovation in the augmented reality industry. - **Artificial Intelligence:** The integration of Amazon's Alexa smart assistant in North's smart glasses suggests further advancements in artificial intelligence technology in the wearable industry. ## Related on Trend Hunter - [AI-Integrated Eyewear Partnerships](https://www.trendhunter.com/trends/smart-glasses-1.md) - [AI-Powered Smart Glasses](https://www.trendhunter.com/trends/kering-eyewear-x-google.md) - [Mixed Reality Business Acquisitions](https://www.trendhunter.com/trends/google-android-xr.md) - [Wearable Metaverse Initiatives](https://www.trendhunter.com/trends/snap-spectacle.md) - [Gemini Smart Glasses](https://www.trendhunter.com/trends/ai-glasses-1.md) - [Lightweight AR Eyewear Initiatives](https://www.trendhunter.com/trends/nreal-air.md) - [Object-Recognizing AI Wearables](https://www.trendhunter.com/trends/ai-wearable.md) - [Lightweight Smart AR Glasses](https://www.trendhunter.com/trends/smart-ar-glass.md) - [Tech-Enabled Smart Glasses](https://www.trendhunter.com/trends/specs.md)