Snap to Shutter Business-Focused AR Unit That Just Launched This Year
The company’s augmented reality for enterprise services, or ARES, was announced in March.
Snap, owner of the Snapchat app, is shutting down a business focused on augmented reality for businesses.
Photographer: Tiffany Hagler-Geard/BloombergSnap Inc. is closing a division focused on making augmented reality services for businesses, pulling the plug on its latest attempt to diversify the ad-dependent company.
The ARES unit, short for augmented reality for enterprise services, was just announced in March. The idea was to let retailers adapt Snap’s AR technology for their own websites. But the company ultimately realized that the cost and complexity of the endeavor was too great, according to a memo from Chief Executive Officer Evan Spiegel that was reviewed by Bloomberg and confirmed by a Snap spokesperson.