According to the Wall Street Journal, although the prospects of virtual reality technology are very broad, many giants are carrying huge amounts of money and resources to join the field, but the initial sales volume is awkward, including the way to take cheap routes and try to make small profits but quick turnover. Can't escape. Recently, the overseas survey group SuperData's sales estimate for Sony PSVR has been significantly reduced, from the original 2.6 million units, to less than 750,000 units. During the same period, the sales of HTC Vive and Oculus Rift were not satisfactory.
Poor sales, does it mean that there is no “money†on the VR market? Do not!
2016 is both a VR first year and a VR winter, and will undoubtedly become a lost period for entrepreneurs. A few days ago, there is reliable news that in 2017, there will be a mobile phone giant in the VR industry. Through the analysis of the overall performance of the virtual reality product market in 2016, the author predicts that in 2017, the VR industry will be subdivided and verticalized, and VR testers will choose the following four directions to develop.
1. Be a content service providerThis weekend, I have to go to see the 2016 China (Dongguan) International Technology Cooperation Week. Like most of the technology exhibitions this year, VR booths account for a large proportion, and in these booths, VR products or VR devices account for 90%. Above, there are very few companies that focus on content types such as VR movies and VR games.
Poster of Billy Lynn's Midfield War
The 120-frame movie "Billy Lynn's Midfield War" directed by Ang Lee has been criticized in the United States, but Ai Faner wrote an article in November, calling it a milestone in "movie VR." According to Jia Zhangke, he is preparing a VR film feature film. Zhang Yimou also announced his participation in the VR industry in November this year. There are indications that in 2017, VR content has a blowout trend, perhaps in response to the words of Bao Yongzhe, deputy general manager of HTC Virtual Reality Department, "2017 is the first year of VR content."
In fact, VR content production companies have long been favored by investors. In October of this year, a US-based VR animation studio Baobab Studio received a total investment of 25 million US dollars from Li Ka-shing's investment fund Victoria Harbour Investment, 20th Century Fox, SMG, Youku Frontier Technology Fund, EvoluTIon Media Partners, LDV Partners, etc. . Last year, they have been awarded A round of financing, the first animation experience "Invasion! "The Milk VR application has been launched on Samsung Gear VR.
If HTC launches Vive, which is a helpless move in mobile phone sales, Samsung’s launch of the mobile phone box is an initiative to expand its product line. Domestic mobile phone manufacturers are eager to follow suit, and Xiaomi, Huawei, and Vivo have also launched their own VR products. Obviously, these manufacturers hope to play a role in stimulating consumption through the spark between VR products and mobile phones.
And we all understand that regardless of brand mobile phone manufacturers or grassroots VR manufacturers, the content gap is quite large, not only in the field of games and film and television, education, medical, commercial, engineering, services, etc., there is still plenty of room, VR testers can Take this opportunity and don't miss it.
2. Do social, shopping and other VR+ platformsAlthough Youku Video has strong traffic, the Youku VR downloads in the App Store are not high. Iqiyi, which has the same large traffic volume, has also proposed a VR content strategy, positioning "distribution and retail platforms for VR content."
Double eleven, Alibaba launched Buy+, using VR technology, using computer graphics systems and auxiliary sensors to generate an interactive three-dimensional shopping environment. However, among the two hundred and eleven billion purchasers, VR users only have tens of thousands of people.
In February of this year, Zuckerberg revealed the VR social team specially formed within Facebook. In his view, VR is the next generation platform after PC and mobile phone. After the acquisition of Oculus, Xiaozha has always emphasized the social function of VR.
Youku, iQiyi, Taobao, and Facebook all have strong traffic, but VR products based on these platforms are still not on fire. On the one hand, the reason is that VR popularity is not high. On the other hand, the homogenization between platforms of the same type is somewhat serious. At this time, there is a need for a sprawling creative platform.
Of course, in addition to the platform builders mentioned above, system developers can also become the development direction of VR companies.
3. Optimize accessories, split hardware, and be a supplierNowadays, a pair of smart glasses are quietly occupying the market. This year's new products, such as Nade Optical GOOVIS-G1, Soft Moon, H2, etc., all use Sony's OLED micro-display. The display of the head-mounted cinema products seems to have become a big one. Interestingly, Sony's screen was originally used for its own T-series head-mounted cinema products. Later, the T-series product line was abandoned, the display was retained, and the performance of the screen was improved.
In the field of VR glasses, the battle for display screens has also quietly started. Japanese display company JDI is the supplier of the iPhone. As the iPhone sells less, they are looking for new business to change the status quo. A recent attempt was to use a high-definition LCD display on a virtual reality helmet. Sharp, which was controlled by Foxconn, also had the same strategy. They showed a 2.87-inch VR display before JDI.
In the mobile phone industry, Huawei, Xiaomi, and Samsung have all tried their best to get rid of Qualcomm and have been trying to develop their own ace chips. When VR vendors are committed to building superior products, high-quality chips are essential, and companies with technological advantages in this area may wish to give it a try.
VR glasses use schematic
The author is here to say more, the current VR product display, sensors, somatosensory equipment, etc. have not been optimized, directly leading to the VR product's graininess, bulkiness, dizziness and other issues. In the long run, VR products will be more and more clear and lighter, and provide sufficient development space for the corresponding technology. However, the problem of dizziness belongs to the human body's instinctual feedback on virtual reality and reality. The body and brain are in different dimensions and should not be easily solved in the short term.
4. Regardless of the outside world, focus on product polishingIn the above three directions or for the curve to save the country, companies that focus on the product itself need to be confident enough and have sufficient strength.
VR, or the entire intelligent video glasses industry, the core competitiveness of the hardware is mainly in the head-mounted display, that is, the display screen and the optical part. Even if the same display screen is used, the opticals are different, and the final product will have obvious advantages and disadvantages. . For example, many smart video glasses are mainly used in theaters. Nowadays, Nade Optical GOOVIS-G1, Soft Moon and Mirror H2 are the same manufacturer's display, but in definition and long time. There is still a difference in viewing. As far as the author experiences, the GOOVIS-G1's entire picture has the best definition, and it is not too tired to watch the eyes for a long time. The author also noticed that Rouyu has always flaunted its own flexible screen technology, but this year's new moon is not equipped with its own display, the reason is intriguing.
Although BAT, well-known mobile phone manufacturers, video sites, social platforms and other giants have entered the VR industry, the enthusiasm still exists. In 2017, the VR market will continue to be subdivided. However, compared with the development of VR content service providers, VR platform service providers, VR hardware and accessory suppliers, the author is more optimistic about the manufacturers of head-mounted cinema products with rich content and user experience. Only by mastering the core competitiveness can they go even further. long.
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