Could Hologram Technology Replace Video Calls?

Swiss watch boss Christoph Grainger-Herr could not attend a global trade show in China due to the COVID-19 travel ban. He decided to join the show in Star Trek-style style as an alternative.

In April, Mr. Grainger-Herr, the CEO of IWC, had been scheduled to speak at the Watches and Wonders event. Since it became impossible, he decided to join the event as a life-size, 3D hologram. He was able to talk to, see, and hear the physically present people at the show. Could hologram tech replace video calls in the future? 

David Nussbaum of Portl says they beamed Mr. Grainger-Herr from his office in Schaffhausen, Switzerland, to Shanghai. He chatted to other executives and unveiled a new watch, all in real-time via hologram. And then he has beamed out again, Mr. Nussbaum continues. 

The coronavirus outbreak halted global travels since March 2020. Subsequently, it created a growing interest in holographic communications. Holograms allow 3D light projection of a person as a more immersive and sensory alternative to video calls. 

Los Angeles-based Portl is one of the leading companies in hologram technology. 

The portals are eight feet (2.5 meters) tall, glass-fronted, computerized boxes. Within the booths, a life-size hologram of a person appears. In addition, the portals have built-in speakers, allowing the hologram’s “voice” to be heard. Cameras and microphones enable the user to see or hear the people in front of his projection. 

Wherever the person is physically standing, he needs a camera, a plain backdrop, and another set of microphones and speakers. Portl’s app-controlled software then connects the person through the internet to wherever the portal is located. 

What is hologram technology?

For many years, it seemed like holograms would be limited only to science fiction. Star Wars is one great example. However, things have recently begun to change, thanks to advances in optical technology.

Holograms are three-dimensional images created by interfering beams of light that reflect natural, physical objects. Contrary to conventional 3D projections, holograms can be seen with the naked eye. There are two ways to generate holograms, either via computer or physical.

The most common industries that use holograms are: 

• Telecommunications 
• Education
• Spatial navigation
• Marketing 
• Music/entertainment shows

About Portl

David Nussbaum established Portl in Los Angeles in 2019. The company is already shipping its human-sized machines worldwide. In 2020, Nussbaum was joined by Doug Barry, a successful tech executive, and investor. Together, they obtained a $3 million round of venture financing, which has allowed the company to expand. 

Portl’s devices have already been used at Comic-Con, the Saturn Awards, iHeartMusic Festival, and the 2020 Emmys Red Carpet. Portl operated in Barcelona, Dubai, Las Vegas, New York, and Los Angeles. 

Portl has been named one of the top tech stories of 2002 by Forbes and other media outlets. 

The future of hologram technology

“In a few years, this is going to become a regular way of communicating between offices,” adds Mr. Nussbaum.

The portals cost from $60,000 (£45,000) each – they are indeed expensive. But the firm says units are available to rent for considerably less. 

Microsoft’s hologram communication technology is based around a headset called HoloLens 2. At $3,500 each, they are significantly cheaper than Portl’s system. But the 3D holograms by Microsoft are not life-like. 

Other hologram companies are more focused on the consumer market. San Diego-based Ikin is developing a hologram tech that will replace video calls. It’s a device that you could clip to your mobile phone. Then, it will project into the air a transparent 3D hologram of the person on a video call.