What is the future opportunity for VR industry in the severe winter?

- Jan 18, 2018-

What is the future opportunity for VR industry in the severe winter?

When a tech media founder, known for his finicky nature, said in a circle of friends that "this year's CES didn't really have a bit of regret," it's a sign of how many of the CES 2018 shows.

Technology site Engadget selected "CES 2018 best products" may explain some trend trend: 16 product category in the covers on the list, as of this year's hot category such as intelligent electric car (Toyota's latest e - the palette, Byton), there are medical health supplies (Aflack Duck, Whill Wheel), and even fashion crossover and wearable devices (L 'oreal UV Sense, e - skin Pajamas). In particular, there are two new VR equipment included in the list at the same time: from a Black Box located in fitness of auxiliary equipment, and a from Looxid Labs are equipped with the function of eye tracking health monitoring equipment.

Why is it "particularly worth mentioning"? You know, the last time VR was at CES was 2016 -- the so-called "VR year".

It has been only two years since 2016, but it is almost an era for the burgeoning consumer electronics industry. At this year's CES, there were real vendors who came up with the concept of "second generation VR display technology" and took out a prototype that looked good.

So, how did the VR industry go into the third year, and how did it turn out at CES?

Industry upgrading: user experience determines the core value of VR.

According to the official data of CES 2018, the number of exhibitors involving AR/VR products exceeded 360 this year, and the relevant exhibition area directly occupied more than 1/3 of the area of the first floor of South Hall. Compared with previous years, more VR brands are trying to improve the user experience in a certain application scenario, and the importance of user experience has been put to unprecedented heights.

HTC, for example, the latest Vive Pro equipped with wireless adapter, can put the players from the connection of VR glasses and PC socket liberated than wired connection, a wireless connection for the installation of user experience and gaming experience, will have obvious ascension.

Similarly, lenovo is also at the conference issued a Mirage Solo this detached Daydream head-mounted VR devices, manufacturers also set your key selling point for "thoroughly get rid of the bondage of cable, computer and mobile phone", can even by capturing user tilt, squat, dodge, bring more the experience of "immersion".

Humaneyes also at the conference issued a new generation of Vuze + VR camera, a new live and share functions - for love live hipster users, it can be said to be the key to enhance the user experience a recruit.

New brand LUCI, this has brought about a so-called application alyx "the second generation of VR display technology", the basic parameters for "2800 + 4 k resolution, PPI pixel density, support 3 d, 4 k and 8 k highest VR video playback".

In addition, the Black Box and the Looxid Labs product mentioned at the beginning of the article, one is located in sports assistance, one focuses on health monitoring, and is also a unique product of the user experience.

The year of the year: where is the bottleneck of the development of VR?

In is regarded as "the first year of VR" in 2016, is a famous investment institutions, the CEO of said a such words: "if something can be in the next five to ten years like Uber overturn global taxi industry overturn global entertainment industry, I think that is the VR (virtual reality)."

But then, as you know,

In 2017 called "the years of VR bubble" : during the year, the market rapidly cooling, many investors of VR, a VR in the industry and even claimed that the media in 2018 still can insist to do not more than five manufacturers in VR all-in-one.

What is happening to VR, which is rapidly becoming a "bubble" in the eyes of the media? Where is the bottleneck that restricts industry development?

The first constraint is the lack of VR display device hardware (screen).

For the current VR device display, the resolution of many so-called "high-end" VR devices to a single eye is only 1200 x 1080, which obviously can not meet the users' demand for the high-definition film.

At the same time, most current VR screen refresh rate only 90 hz, or 60 hz, hard to avoid in the process of rapid movement, the phenomenon of the trailing, ghosting, leading to many users in use for a period of time after the VR devices will appear dizziness rejection.

The second constraint is the lack of high-quality customized content.

The game industry, the film industry, lack of depth of VR product customization premium content, is a small, 2 it is not able to achieve "360 - degree immersive experience," the quality of the content. The scarcity of quality content leads to a lack of motivation. Think of the game console industry, and how many hosts are proud to monopolize certain games (such as the ares series for SONY PS and Mario series for nintendo). Therefore, the solution of the problem of content source is another prerequisite for the outbreak of VR industry.

The two wings are flying: the next generation VR ecological prototype is already in place.

The hardware is weak, content is insufficient, whether the VR industry can still break the ceiling?

Take a look at the hardware screen, which is one of the most important hardware bases for VR experience.

In simple terms, the current VR screens are mainly divided into three schools: TFT, AMOLED and micro-oled.

Use TFT screen VR product technology is mature, the price is cheap, quality also is pretty good, but the slow response that ghosting and vertigo, make this kind of screen is increasingly out of VR the forefront of the industry, mainly on the low-end products to applications.

The product with AMOLED screen, due to the large FOV of the field of view, brings the advantages of immersion. However, due to its relatively poor resolution, such VR may be more suitable for playing games with strong demand and low quality.

With Micro - OLED VR products, due to its field of view Angle is relatively small, immersive relatively weaker, but the technology also has its unique advantages: good quality, low latency, suitable for use to watch the film and television programs.

As can be seen from the above simple comparison, different technical schools have their own advantages and disadvantages, and it is crucial to see whether the positioning of a product matches the selected screen material.

As a mature technology, TFT has a significant advantage in price. For example, the Goblin VR launched by Pico in the previous period, the screen material is the modified TFT, which is called SFT. The price of this product can be low to the "sweet spot" that is easily accessible to the public, and clearly has a close relationship with effective cost control.

For example, the HTC Vive Pro, which plays the game as an important scene, is equipped with a "dual-3.5-inch AMOLED display with a resolution of 2880 x 1600", and the manufacturer knows that the "enhanced immersion" is the point.

The alyx, released by LUCI, "consists of two 1.07 inch silicon-based micro-high-resolution screens, each showing a resolution of 2048*2048," which has an advantage in quality. At the same time, alyx has improved its viewing Angle to a certain extent through the optimization of optics, materials and underlying algorithms.

Then again, the supply of current VR screen is still in the very great degree is affected by the capacity and the industrial chain, such as in the field of the M - OLED, most capacity provided to medical, military and other fields, the above mentioned alyx, manufacturer is expected until 2019, energy production, is affected by the supplier capacity), which makes very few on the market for the VR ordering screens, to do all aspects of technical characteristics for use in VR scene, need every link in the display technology matching research and development, including the optimization of the underlying system, and to screen adaptation of the professional training of developers, like Apple in the promotion of its iPhone Retina screen did. By this standard, the entire VR industry chain has a long way to go.

After the hardware, we will look at the progress of various manufacturers in VR content construction.

CES this year a fire is the concept of "immersive entertainment complete solution", that is, from two aspects of VR hardware and cultural content, for the user to create a "wake up your senses and emotional connection with the content of the new media".

If the above sentence sounds a bit more esoteric, then the translation is to customize the VR content that matches it according to the difference between different VR devices and application scenarios.

A lot of manufacturers are already doing this.

At this year's CES, Google introduced two 180-degree 3D stereoscopic cameras from lenovo and small ant technology: lenovo Mirage and Yi Horizon. With these cameras, Google hopes to make VR content more attractive to ordinary users.

Intel also has big ambitions. At CES 2018, Intel CEO Brian Krzanich announced the launch of Intel Studios, which will focus on making 6DoF volume video and high quality VR/AR content in the future. According to media reports, Intel used "one year to build a studio with more than 2,322 square meters, of which about 929 square meters are used for shooting".

NextVR, the us live-streaming company, also announced that it will introduce innovative technologies such as "six degrees of freedom VR content and superclear output" this year. As a platform for "VR content production, distribution, delivery" and other services, NextVR's latest layout looks promising.

LUCI also owns a VR content enterprise called Blur Limit, which will undoubtedly be the content source of its users, including movies, TV series, sports events, concerts, variety shows and documentaries.

The future has come: $17.8 billion is just the beginning.

After seeing the layout of many manufacturers, what can we expect from the VR industry in the future?

In a recent update to IDC's global semi-annual augmented reality and virtual reality guide, the estimated value of AR/VR products and services will reach $17.8 billion in 2018, up 95% from 2017.

Also recently, China's industrial and informatization electronic information division, affiliated to xintong, released the white paper on virtual reality industry in 2017, which divides the development of VR industry into five stages:

Stage 0 (pre-2016) : VR industry is not yet mature and immersive experience;

Stage 1 (2016-2017) : VR industry is initially commercialized, providing primary immersion experience;

Stage 2 (2018-2019) : further development of the industry can provide partial immersion experience;

Phase 3 (2020-2022) : some key hardware performance and content quality are improved greatly, which can provide deep immersion experience;

Phase 4 (2023-2027) : VR industry enters the mature stage and can provide complete immersion experience.

Yes, the winter of 2017 is cruel to the VR industry. But those who survive the harsh winter will have a chance to share the "$17.8 billion" victory.

Also, in the future more competition in the industry of VR, which can take the lead to achieve the brand "part of the key hardware performance, content quality had greater ascension", can continue to live and enjoy the market dividends.

If we look a little bit at the history of technological innovation, many of the applications of technology follow such an unwritten pattern.

The history of the exhibition also seems to inspire us: the great technologies that ultimately changed the world seem to have rarely missed the CES in recent years. Will VR be one of these technologies? We'll see.


Guangzhou Easyfun Animation Technology Co., Ltd  is a professional manufacturer of 4D/5D/7D/XD cinema, 9D VR (9D virtual reality) cinema equipment, a series of VR simulators, outdoor parent-child playground rides, indoor arcade game machines and other amusement park equipment.

EASYFUN was founded in 2008 and located in Panyu District, Guangzhou - the center of China’s animation industry. Easyfun is an integrated company focusing on R&D, production, sales and marketing management. During the past over 10 years, Easyfun devoted itself to the most advanced technology in the world, and created lots of well-reputed 9D VR simulator products and popular arcade game machines. Base on global market, Easyfun already exported its products to more than 100 Countries.

Now Easyfun already set up a branch company in Indonesia, and also we have exchange and cooperation with USA team, Australia Team and Korea Team. Our aim to be a great internationalized company in entertainment industry.

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