Trace, a startup founded by former Magic Leap engineers, has unveiled a new augmented reality creation platform with hopes of becoming the “Canva of AR.”
The Announcement
According to a recent press release, Trace is targeting a wide range of users, from global brands to independent creators, who are interested in developing location-based immersive AR content.
The platform stands out for its user-friendly interface, eliminating the need for coding or advanced design skills. Users can easily create, share, and experience interactive AR content on mobile devices, headsets, and AR glasses.
With Adobe discontinuing its Aero AR platform and Meta retiring its Spark AR platform, Trace is seizing the opportunity by offering three free months of its premium plan to Aero and Spark users who transition to its platform.
“The creator ecosystem in the XR space is still limited despite advancements in XR technology,” said Martin Smith, CTO and co-founder of Trace. “Empowering creators to bring their vision to life is crucial, whether they are educators, artists, or Fortune 500 companies. Trace offers versatility, scalability, and the high-quality AR experiences that creators deserve.”
Since its establishment in 2021, Trace has collaborated with various early enterprise adopters, including ESPN, T-Mobile, Qualcomm, Telefónica, Lenovo, and Deutsche Telekom. These companies have leveraged Trace for marketing campaigns, visualization projects, employee training, and trade show installations at events like Mobile World Congress and the Hip Hop 50 Summit.
The Trace creation platform is available for download on iPhone and iPad via the App Store, with an optional premium subscription starting at $20 per month. Users can view their creations using the Trace Viewer app, accessible on the App Store and Google Play. Additionally, users can import existing 3D assets in the Web Studio at studio.trace3d.app.
Insights and Analysis
Major players like Meta and Adobe have shifted focus away from AR creation platforms, likely due to the prolonged timeline for the widespread adoption of all-day AR glasses. However, enterprise-level AR activations on mobile and mixed reality headsets, such as Apple Vision Pro and Quest 3, are gaining traction, making a simple, code-free solution like Trace appealing to companies and independent creators seeking targeted AR experiences.
Trace’s strategic move to attract former Adobe Aero AR and Meta Spark AR users is a smart tactic to gain market share early on. Unlike Adobe and Meta, Trace is solely focused on AR creation, positioning it well to compete in the evolving AR landscape.
As the industry progresses towards widespread AR glasses adoption, Trace’s ability to navigate this transition and withstand competition from other platform providers offering user-friendly AR creation tools will be crucial. While Trace’s broad target audience and ease of use are advantageous, its strongest appeal may lie in the enterprise sector rather than with general consumers—a positioning that aligns with its Magic Leap heritage and the lessons learned from its predecessor’s shift to enterprise solutions.
