Magic Leap Appoints New CEO amid Enterprise AR Pivot

Magic Leap Appoints New CEO amid Enterprise AR Pivot


Magic Leap announced it had appointed Ross Rosenberg, Incoming CEO, as its company Chief Executive on Wednesday, with the newly-appointed executive stepping into his role on 1 November.

Peggy Johnson will step down as CEO, allowing Rosenberg to lead the firm as Magic Leap aims to pivot its operations and solutions to the enterprise market. To date, Magic Leap is transforming its business to support the enterprise adoption of its augmented reality (AR) platform technologies, it said at the time.

The incoming CEO is a veteran professional in operations, strategy, and marketing, and has a long track record of executing “transformational growth strategies in enterprise and industrial technologies,” Magic Leap noted.

Many of the previous firms he has worked with include Bain Capital, First Solar, Danaher, and Belden, among others. While working with these companies, he has helped them to launch, develop, and procure new and emerging technologies.

Additionally, he has raised their portfolio of products and services to boost their respective levels of innovation and productivity. This has become instrumental in supporting customers in their technological insights for crucial industry use cases.

Based on the current developments taking shape in the virtual, augmented, and mixed reality (VR/AR/MR) market, Rosenberg aims to help his company evolve.

He will also help Magic Leap support the sector amid the challenges and goals of the Plantation, Florida-based firm’s operations and customers.

Rosenberg said in a recent statement,

“As companies begin to see true ROI from deploying AR technologies, there is now a clear need state that Magic Leap is capable of solving for. I am incredibly excited to begin working with the world class team at Magic Leap and want to thank Peggy for her leadership in guiding the company through a critical phase of its development”

Johnson also served as the chief executive of the augmented reality firm in August 2020, helping the company to rebrand and transform into an enterprise-focused company.

Many of the industry verticals Magic Leap has targeted include healthcare, design, manufacturing, and collaboration. Under her leadership, Magic Leap also successfully launched the Magic Leap 2 to critical acclaim across the XR world.

Commenting on her departure, she said,

“Having accomplished so much of what I set out to do at Magic Leap, I felt the time had come to transition leadership to a new CEO who can guide the company through its next period of growth. I’m incredibly proud of the leadership team we’ve built at Magic Leap and want to sincerely thank all of the employees for their work in helping to successfully reorient the company to the enterprise market”

Magic Leaps, Wharton School Kick Off Metaverse Economy Programme

Johnson’s work with Magic Leap also led the company to reposition as a collaborative enterprise platform after she joined the Wharton School at the University of Pennsylvania.

Speaking to the institution’s Aresty Institute of Executive Education, Johnson addressed students entering the newly-opened Business in the Metaverse Economy programme in August last year.

The six-week-long course offers students certificates qualifying them for working in future metaverse platforms, allowing the Ivy League university to become the first such institution to do so.

The course reviewed major case studies from industry leaders like Adobe, Unity Technologies, Second Life, Snap, Accenture, Prism Group, Meta Platforms, Animoca Brands, and many others.

Magic Leaps, Milestones in Enterprise Augmented Reality Solutions

Furthermore, Magic Leap announced at the Consumer Electronics Show earlier this year that the Magic Leap 2 had achieved IEC 60601 certification, approving the device for standard use as electronic medical equipment.

By reaching this milestone, surgeons and doctors can interact with patients in novel, immersive methods to service their patient records, perform operations, and follow up with treatment plans.

Finally, the firm revealed it had boosted its platform’s compatibility with OpenXR in its commitment to “building an open and accessible [AR] ecosystem.

With its longstanding relationship with OpenXR since its founding, the company will allow its customers and developer teams to build XR applications across a massive number of firms. This is critical for facilitating interoperability and open standards for the enterprise.

It said at the time: “As the most immersive AR device on the leading extended reality (XR) industry standard API, we are committed to empowering developers, enterprises, and users with greater choice and faster innovation in an increasingly dynamic industry.”




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