The End of an Era: Meta’s Portal Brand to be Phased Out
In a move that marks the end of an era, Meta (formerly Facebook) has announced that it will be phasing out its beleaguered Portal brand of smart displays. Released in 2018, Portal was Meta’s attempt to make a splash in the burgeoning smart display market, which some analysts estimate is already worth billions of dollars globally.
A Shift in Strategy: Focus on Enterprise
Ahead of the transition, Meta has released new features that turn Portal displays into a second screen for PCs and bring the video calling experience to Macs. This strategic move reflects the company’s decision to refocus its product line on the enterprise market, where smart displays are increasingly being adopted as essential tools for hybrid work environments.
New Features: Turning Portal Displays into Second Screens
The new features include:
- Duet Display: A popular app that extends the screen of a PC or Mac, allowing users to drag open windows like they would with a second monitor. Select Portal devices (specifically the second-gen Portal Plus and Portal Go) now support Duet Display.
- Meta Portal Companion for Mac: An app that puts Portal call controls in a MacOS widget, providing shortcuts for screen sharing, muting, and volume adjustment, as well as sending meeting, video, and website links to a paired Portal.
The Rise and Fall of Portal
Portal was initially marketed as a consumer-focused product with unique features such as a camera that could automatically zoom and track people’s movements, a mechanism to tilt the screen, and integration with Amazon’s Alexa voice assistant. However, poor sales and a privacy controversy didn’t do the brand any favors.
In 2021, Meta began shifting its strategy by launching Portal for Business, a software package that allows any Portal device to act as a conference room orchestrator, support various third-party calling platforms, and tie into business applications such as calendars.
A New Era: Focus on Enterprise and Productivity
In today’s hybrid work environment, having a comfortable and convenient working space is more important than ever. Meta has recognized this trend and is positioning its Portal devices as essential tools for productivity in the enterprise sector.
"Meta Portal is now an even more useful productivity tool for your home office," Meta wrote in a blog post. "In today’s hybrid work environment, having a comfortable and convenient working space is more important than ever."
The Future of Smart Displays
The phasing out of the Portal brand marks the end of an era in the smart display market. However, with its new focus on enterprise and productivity, Meta is poised to make a significant impact in this growing sector.
As the world becomes increasingly hybrid, smart displays will play an essential role in facilitating seamless communication and collaboration between teams. With its innovative features and emphasis on productivity, Meta’s Portal devices are well-positioned to lead the charge in this rapidly evolving market.
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About the Author
Kyle Wiggers is a senior reporter at TechCrunch, covering artificial intelligence and its applications across various industries. His writing has appeared in VentureBeat, Digital Trends, and a range of gadget blogs, including Android Police, Android Authority, Droid-Life, and XDA-Developers.
