이 기사는 2022년 02월 15일 08:05 thebell 에 표출된 기사입니다.

Harman, a wholly owned subsidiary of Samsung Electronics, has announced the acquisition of Apostera, a German augmented reality (AR) software startup, in a bet to boost its competitiveness in the market for automotive electronics by integrating innovative technology related to in-vehicle experiences with its product offerings.

The deal, announced by the audio electronics company on February 10, comes five years after the South Korean tech giant purchased Harman in 2017. Financial details of the acquisition were not disclosed. Apostera's employees will join Harman as part of the company's automotive division

Apostera was founded in 2017 by software engineers who previously worked for German automakers Audi, Mercedes-Benz and BMW. The Munich-based company specializes in the development of mixed reality solutions for AR head-up displays. It has grown rapidly since its inception, with its employees increasing from 30 at the beginning to almost 200.

Global automakers are racing to provide excellent in-car experiences to drivers. Apostera has technology that transforms a vehicle’s windshield into a mixed reality screen, with information such as navigation and trip details displayed on it. Its customers include Audi, BMW and Mercedes.

“Apostera may not be well known in South Korea, but it has often collaborated with Samsung Electronics,” an industry insider said. “Harman’s acquisition of Apostera is a bet on AR technology, which is the key to growing its software-based solutions.”

Samsung Electronics said in a statement on Friday that Apostera’s software solutions can be combined with Harman’s digital cockpit products and this will help Hamarn enhance its automotive product portfolio.

“Harman is dedicated to delivering in-car experiences with the speed and flexibility of consumer technology together with the reliability and performance of automotive-grade solutions,” Christian Sobottka, president of Harman’s automotive division, said in a press release.

“By seamlessly blending AR with the physical environment, Apostera’s mixed reality solution furthers this goal, transforming any display in the car into a richly contextual experience.”

Harman generated an operating profit of 600 billion won in 2021, the largest since its acquisition by Samsung Electronics five years ago.

“Harman will further cement its status as a global leader in the fast-growing market for connected car systems, especially in the area of in-car experiences,” said an official at Samsung Electronics. “We expect continued growth in Haman’s revenues and earnings.” (Reporting by Hye-ran Kim)