2016 is a veritable VR first year. In this year, we saw the development and maturity of multi-dimensional technologies such as display screens, chips, and algorithms. Experts also predicted that VR will develop into a large market of 100 billion yuan in the future. But for most ordinary consumers, we just watched a lot of excitement, because the polarization of VR hardware equipment is serious. On the one hand, it shows that the high-end equipment with excellent experience is expensive, and on the other hand, after "castration". The box VR sacrifices quality for a cheap experience.
At the recently concluded US CES, there was no VR boom last year, but AR became the protagonist of everyone chasing. This year's Realmax AR augmented reality technology at CES showcased the advanced shopping experience for the live experience, including AR test makeup, AR try-on, AR home display, etc. At the same time, WayRay Navion also integrated AR technology into car driving. The holographic image is projected on the windshield of the car to cover the real road and guide the driving.
Compared to VR, the AR experience seems to be much easier to implement. AR (Augmented Reality) refers to the simulation of digital content in the environment around us. This "augmented reality" technology is through the real environment and goals. Adding 2D or 3D elements to the user can bring an additional information experience to the user. The market includes AR games, teaching, video and other resources are presented through the APP recognition + mobile phone display mode, the user experience cost is much lower than VR.
From the perspective of capital, the big players in the whole year last year can be said to be in advance at the AR level. According to survey data released by foreign research institutions, the number of global AR and VR industry investments reached 171 in 2016, and the disclosed transaction volume was 1.835 billion US dollars. Among them, Magic Leap received $794 million in Series C financing, and MindMaze received $100 million in financing. NextVR With $80 million in Series B financing, the Osterhout Design Group (ODG) received a $58 million Series A round of financing from 21st Century Fox, which accounted for 56% of the total amount of disclosure transactions.
These companies, which have made large-scale investments in the AR field, seem to have taken the current amount of financing in the entire augmented reality field to a whole new level. So what is the advantage of AR, so that it can win the favor of many capitals, and even let us think that it has more "money way" than VR?
First, in terms of valuation, AR is worth more than VR.
From a technical perspective, AR and VR are inclusive and included, in simple terms, the range of AR is larger than VR. In the process of using AR, it is based on reality and retains reality. It can process information in reality and enhance the informationization and visualization of actual products. VR is an immersive virtual space that is almost completely isolated from the outside world.
According to the analysis report “Global Mobile Augmented Reality Market 2016-2020†released by RnR Market Research, a market analysis organization, the global mobile augmented reality market has a compound annual growth rate of 89% from 2016 to 2020. According to research by market research firm Digi-Capital, by 2020, the total revenue of the AR / VR industry will reach a staggering $ 120 billion, of which VR will account for about 30 billion US dollars, and AR will become the largest gold mine in the next few years. And think that AR will attract more people to participate.
Second, in terms of experience, the AR experience is easier to implement.
As we mentioned before, the experience of AR is easier to implement than VR. Devices such as HTC vive and Oculus Rift need to be equipped with a high-performance host. The price of these VR devices is not mentioned. A single VR host that can run various programs will cost a few thousand yuan. On the other hand, although the VR box with the mobile phone as the display subject is priced close to the people, its defects such as stagnation, hot, dizziness and the like also seriously affect the experience.
The experience of AR can be almost achieved by a smart phone. Just download the companion mobile app and you can quickly experience the augmented reality by scanning. For example, Pepsi made an AR attempt to replace a piece of glass in a London street bus station with a transparent screen. People standing in front could interact with virtual characters; Phantom and Car Family The magazine cooperates, the car that scans the cover of the magazine can display the model, price, configuration and other information on the mobile phone, and even can make a test drive and place an order.
Finally, socially, AR will not be separated from reality.
Although there are a lot of virtual social VR software available, the background of its existence is a completely virtual environment, and the two participants can't communicate to Face. AR is based on real-world optimization. We can interact with everything around us in a familiar environment, and even see each other's eyes and listen to each other's tone.
It is precisely because of these characteristics that we have reason to believe that AR has an unparalleled advantage in VR when it comes to the consumer market.
Last year, Nintendo's "Pokemon Go" was popular all over the world. Players used smartphones to locate GPS satellites. When walking on the street, they could explore, capture and exchange the "Pokémon" that appeared in the real world. The reason why "Pokemon Go" has become a phenomena-level product, in addition to the pursuit of "Pokémon" IP by many players, the novel AR gameplay also contributed.
Similarly, the application of AR in other fields is beginning to take shape. In terms of education, the bear Xiongo combines virtual animation and real-life space through AR and 3D real-time rendering technologies, creating a series of children's educational products such as “Pocket Traffic†and “Pocket Zooâ€, allowing children to learn quickly through a combination of virtual and real. More knowledge.
In the commercial sector, in addition to the RealmaxAR we mentioned, Ali is also trying to combine AR shopping with online shopping. At the Taobao Creation Festival last year, we saw a video demonstration of the AR fitting and a scene of putting the sofa into the real living room.
The biggest value of AR is reflected in the marketing field. The virtual 3D and the real image are combined through image processing technology, so that the real environment and the virtual world are superimposed on the same picture or space in real time. The visualization, sensibility, and social media interaction of AR marketing products can play a big role in marketing, advertising, exhibitions, product brochures, game-based advertising, outdoor advertising, roadshows and other marketing communications. For example, during the filming of the movie "Psychic Detective", the illusion is embedded in the AR technology movie poster, and the direct scanning of the movie poster can let the fans sneak into the trailer at any time and any place. The illusion is regarded as the beauty of the refrigerator to provide AR display, including: product display, local promotion, employee training and so on. At the same time, the Vision is combined with Kangshifu Youyue to drink pure water, and AR technology is used to add the technical power to the 2016 new “Yueyueâ€. You can see the star of the endorsement by scanning the bottle.
The visual display is single, unable to interact, passive acceptance is the common problem of original print ads and TVC advertisements. After the emergence of AR marketing, the original color page and leaflet marketing methods are more economical and more interesting AR forms, while the combination of virtual and real Cover more information, let users get a full experience of reading and listening. At the same time, one-click interaction is realized, and the user wants to know where to open the place and completely customize the marketing experience.
Obviously, both VR and AR are future technologies that can change the shape of human life. What is needed at this stage, in addition to the recognition and promotion of the capital market, is that it is necessary for consumers to experience it. The innate characteristics of AR make this demand strengthened. Once it is widely promoted, its economic and social values ​​are bound to be inevitable. The show will be revealed.
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