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Snap, the owner of Snapchat, has released its video “spectacles” across the US, as it looks to prove its business’ potential ahead of its highly-anticipated but controversial initial public offering.
Spectacles, the company’s first foray into hardware, are part of Snap’s efforts to position itself as a camera company rather than a social media group.
The glasses, which will retail at $129.99, allow users to record and upload 10-second videos from a wireless camera above the lens and were previously only available from bright yellow roaming vending machines.
The wider release is one of the first moves in a predicted marketing blitz ahead of one of the largest US tech listings in recent years.
Last week Snap set a price range of $14 to $16 a share, putting its proposed market capitalisation between $16.2bn to $18.5bn, lower than it had initially aimed.
The unconventional IPO has come under scrutiny from investors, who have questioned Snap’s growing losses, slowing growth and use of shares that offer investors no votes at all.