Proto’s groundbreaking technology involves a box that weighs over 400 pounds and stands taller than the average NBA player. This device can project a video of a person, creating an illusion of three-dimensionality through advanced graphical techniques. By adding shadows behind the body and reflections under the feet, the box effectively tricks the brain into believing there is someone physically present inside it.
David Nussbaum, the founder and CEO of Proto, shared an example of the technology’s application: “We just beamed William Shatner from Los Angeles to Orlando, Florida, to be at a convention that he couldn’t physically attend.” This demonstrates the potential of Proto’s technology to bridge geographical gaps and bring people closer together in a more immersive way than traditional video calls.
Proto, founded in 2018, has grown to employ 45 people and has sold nearly 1,000 units. The company offers two full-size models: the Proto Epic and the more economical Proto Luma, with prices ranging from $29,000 to $65,000. For those seeking a more compact solution, the Proto M is a tabletop version that stands 30 inches tall and weighs just under 30 pounds, available for $5,900. While these prices are significantly higher than a standard Zoom call, Proto does offer a leasing option for $2,500 a month for its full-size model.
One of the unique features of Proto’s technology is that only one box is needed to set up a call. However, Proto-to-Proto communication is not yet supported, meaning that two Proto users would still need a second camera, such as a smartphone, to chat with each other.
Proto’s client list includes major corporations like Amazon, Verizon, Siemens, Accenture, Walmart, the NFL, and major US TV networks. Nussbaum envisions a future where a version of Proto’s smallest device could be available in living rooms for under $1,000. He believes that by placing a 2D image in a life-size 3D space, Proto creates a more compelling and engaging experience than a standard video call.
The technology has already been deployed in various settings, including New York’s JFK airport and the Beverly Wilshire hotel in Beverly Hills, California, where it offers a concierge service in suites and penthouses. Dutch company Holoconnects has launched a similar technology in hotels in Scandinavia and for advertising by BMW. Additionally, Google is collaborating with HP to commercialize its Project Starline, which aims to bring more depth and realism to video conferencing, and Cisco is working on integrating “holograms” into its Webex platform.
Proto has also started collaborating with universities, including Central Florida, MIT, Vanderbilt, Stanford, and the University of Loughborough in the UK, to beam in guest lecturers from around the world. Gary Burnett, a professor of digital creativity at Loughborough University, noted that students felt a strong sense of co-presence with the hologram speaker, believing them to be “in the room” and behaving as an authentic lecturer. This immersive experience led to increased student engagement and learning, as evidenced by a surprise quiz at the end of the lectures.
In the medical field, Proto has partnered with West Cancer Center in Memphis, Tennessee, to allow doctors to beam into clinics in remote areas. Dr. W. Clay Jackson, a physician at the clinic and a professor at the University of Tennessee College of Medicine, emphasized the importance of non-verbal communication in oncology and palliative care. He noted that the Proto hologram provides a vastly superior experience to traditional tele-health formats, allowing for more effective communication between doctors and patients.
One of Dr. Jackson’s patients, Crystal Freeman, shared her positive experience with the technology, stating that it felt more like an actual doctor visit compared to standard virtual visits, which often suffer from spotty service. Nussbaum also uses the technology at home to connect his children in Los Angeles with his parents in New Jersey, highlighting the potential for Proto to enhance personal connections across long distances.
As Proto continues to innovate and expand its reach, it is clear that holographic communication has the potential to transform various industries and bring people closer together in ways that were previously unimaginable.
