Magic Leap: The World's Most Secretive Start-Up

1. MAGIC LEAP
The world’s most
secretive startup

2. THE PRODUCT
Imagine a world where screens
are no longer needed...
1

3. LOCATION
Silicon
Valley?
Magic Leap
Diana Beach,
Florida

4. THE CONCEPT
Magic Leap is a US startup company that is
working on a head-mounted virtual retinal
display which superimposes 3D computer-
generated imagery over real world objects,
by projecting a digital light field into the
user's eye.

5. THE CONCEPT
Welcome to CINEMATIC REALITY…

6. EXPLAINING THE BASICS: MIXED REALITY

7. Founder, President & CEO
RONY ABOVITZ
“Computing should feel completely natural.
That to me is the real magic leap… Like you’ve
crossed through the looking glass and you’re
on the other side and there’re talking white
rabits and Alices there…”

8. “
You’re convinced that what you’re seeing
in front of you -that you know it’s sort of
unreal- feels real.
(Savannah Niles, Interaction Prototyper)
It’s like dreaming with your eyes open
(Sam Miller, Director of Systems Engineering)
What the Magic Leap team have created
is remarkable and will change the way we
interact with images and information. The
wearable technology they have developed
is revolutionary.
(Richard Taylor, Board of Directorsʼ member)

9. THE MARKETING
Or how to take it to the next level
with social media...
2

10. WHY SOCIAL MEDIA?
SEDUCTIVE BECAUSE OF:
◦ Easy point of entry
◦ Low-cost basis
Social users love what’s new -startups
are new by default.
Startups don’t have a ton of resources
to advertise, social media serves as the
perfect way to build a reputation.
The startup advantage
Source: https://www.entrepreneur.com/article/279120 “5 Startups That Are Killing It With Social Media Marketing”

11. >80.000 likes on fb
> 1.100 Google+ followers
>40.000 twitter followers
> 25.000 LinkedIn followers

12. THE WAY TO DO IT
Generate interest
among future user
base by producing
intense, thought-
provoking content.
Content must be
interactive, engaging
and give users a tease
of what they can
expect next…

13. WANT BIG IMPACT?
Dream big.

14. THE BUSINESS
Or where the money comes from...
3
💸

15. FUNDING AN UNKNOWN PROJECT
Series A
February 2014
$50 million
Series B
October 2014
$542 million
Main Investors:
•Google (Lead)
•Qualcomm
•Andreessen Horowitz
•Kleiner Perkins
•Legendary
Entertainment etc
Series C
February 2016
$793.5 million
New Investors:
•Alibaba Group (Lead)
•Warner Bros.
•JP Morgan etc
TOTAL ESTIMATED VALUE: $ 1,4 billion 💰

16. Then, came the hype
Last (but not least), came the big money
First,came the idea
THE PROCESS
In 2010, “Magic Leap Studios” was working on a graphic novel and a feature
film series.
In 2011 , it released an augmented reality app at Comic-Con.
On March, 2015 Magic Leap released a demo video that included augmented
reality gaming and productivity applications but it was unclear if the video
was actual footage using their technology or a simulated experience.
On October, 2015 Magic Leap released actual footage of their product, still
not showing any hardware.
On December 2015, Forbes reported that Series C of funding rounds would
bring the company’s total funding up to $1.4 billion, and its post-money
valuation to $3.7 billion.

17. FINAL REMARKS
Or the things to consider as homework...

18. LET’S REVIEW THE KEY POINTS
The Missing Piece
It is still unclear if Magic Leap is
indeed the missing piece
between Internet of Information
and Internet of Experience but it
sure aims to be.
Out Of The Box Thinking
Whatever the outcome, it promotes
creativity and innovation. It dares us to
dream big, to explore what new media
and new technologies can offer. That’s
what startups are all about... New Starts!
Find The Target
Despite not having something
tangible to demonstrate yet or
even if it doesn’t live up to the
challenge, Magic Leap has found
its audience by presenting a well-
structured marketing pitch.
Create A Better World
The financial profits Magic Leap has
attracted is one way to look at it. The
other includes the changing of the world
as we know it. All is done in an effort to
enhance people’s lives. A life without
screens and full of experiences -virtual
but real nonetheless.

19. Thank you!
ANY QUESTIONS?
Christina Damaskou
MA Student in New Media & Journalism
Entrepreneurial Journalism
For more info on Magic Leap visit www.magicleap.com
Other Sources Used:
https://www.entrepreneur.com/article/279120 “5 Startups That Are Killing It With Social Media Marketing”
https://www.wired.com/2016/04/magic-leap-vr/ “The Untold Story of Magic Leap, the World's Most Secretive Startup”
Photos, video & magic leap whale logo are all copyrighted by Magic Leap, Inc. I do not own any of these, all rights reserved.