Proto, a US-based startup, is making waves in the communications industry with its groundbreaking technology, which it touts as the world’s first holographic communication platform. The company’s innovative devices are bringing life-size, three-dimensional video to settings such as universities, hotels, and medical centers, enhancing the experience of remote communication.
Founded in 2018 by David Nussbaum, a former radio and podcasting professional, Proto has developed a unique device—a box that weighs over 400 pounds and stands taller than the average NBA player. Using sophisticated graphical techniques, the device creates the illusion of three-dimensionality by adding shadows and reflections, effectively tricking the brain into believing that there is a physical person inside it.
“We just beamed William Shatner from Los Angeles to Orlando, Florida, to be at a convention he couldn’t physically attend,” Nussbaum shared, highlighting one of the many practical uses of the technology.
Proto offers two full-size models, the Proto Epic and the newly launched Proto Luma, which range in price from $29,000 to $65,000. For those seeking a more affordable option, the Proto M, a tabletop version, is available for $5,900. The company also offers a leasing option for its full-size models at $2,500 per month.
Despite the hefty price tag compared to traditional video calls, Proto’s devices provide a more immersive experience. The boxes can display both pre-recorded and live video, using any 4K camera, including smartphones, as the source. While true Proto-to-Proto communication is not yet supported, a single unit can facilitate interactions by projecting a life-size 3D image of a person.
With a growing list of clients including Amazon, Verizon, Siemens, Accenture, Walmart, the NFL, and major US TV networks, Proto has sold nearly 1,000 units and employs 45 people. Nussbaum envisions a future where a version of Proto’s technology could be accessible to consumers in their homes for under $1,000.
The technology has found various applications, from concierge services at New York’s JFK airport and the Beverly Wilshire hotel to educational settings. Universities such as Central Florida, MIT, Vanderbilt, Stanford, and the University of Loughborough in the UK have used Proto to beam in guest lecturers from around the world, creating an engaging learning environment.
“In our initial mini-lecture tests, it was clear that students felt a strong sense of co-presence with the hologram speaker — believing them to be ‘in the room,’” said Gary Burnett, a professor of digital creativity at Loughborough University.
Proto’s technology is also proving valuable in the healthcare sector. The company recently partnered with West Cancer Center in Memphis, Tennessee, allowing doctors to beam into clinics in remote areas. Dr. W. Clay Jackson, a physician at the clinic and professor at the University of Tennessee College of Medicine, emphasized the advantages of this technology for patient care.
“The patient experience with the Proto hologram is vastly superior to traditional, screen-based tele-health formats. The life-size, three-dimensional image truly immerses the patient in the visit,” Jackson said.
Patients like Crystal Freeman, who have used the technology, have also noted its benefits over standard virtual visits, particularly in rural areas where service can be unreliable.
For Nussbaum, the technology’s impact extends beyond business and healthcare. He uses it to connect his family across states, enabling his children in Los Angeles to interact with their grandparents in New Jersey. “For me, I’m seeing a little glimpse into the future by watching my parents and my kids have a relationship from 3,000 miles away. That, to me, is one of the greatest things that we’re doing,” he said.
As Proto continues to innovate and expand its reach, the company’s vision of transforming communication through holographic technology is steadily becoming a reality.