Hardware is part of the answer. Snap has recruited hardware experts from Apple, Alphabet Inc’s Google, Nest and Motorola, according to an analysis of LinkedIn profiles. One former employee described ample resources and support from management for the hand-picked hardware teams.
Last spring, Snap set out to hire up to 300 hardware, augmented reality and virtual reality specialists in a single month, according to another former employee. It also set up Snap Labs, a group dedicated to working on secretive projects. Its members have reviewed acquisition targets in areas including wearable cameras, facial recognition and 3D scanning technology, according to people close to the discussions.
Spectacles itself came from Snap’s acquisition of startup Vergence Labs in 2014. The sunglasses surprised even Snap’s earliest investors, who say hardware was not in Snap’s initial pitch to them.
“It was a disappearing messaging product, and that’s it,” said Jeremy Liew, a partner with Lightspeed Venture Partners, who made the initial venture investment into Snap. Like most Snap backers he lauded the Spectacles rollout.
