Augmented reality is that the biggest gold mine in the future will have more money than virtual reality.
2016 is the veritable year of VR. This year we saw the development and maturity of multidimensional 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. However, for most ordinary consumers, we only watched a lively event because of the serious polarization of VR hardware devices. On the one hand, high-end devices with excellent experience and excellent prices are hard to reach, on the other hand, after castration. The box VR sacrifices quality in exchange for a cheap experience.
At the just-concluded US CES, there was no VR boom last year. Instead, AR has become the protagonist of everyone's pursuit. At this year's CES, Realmax AR Augmented Reality technology has demonstrated an advanced shopping experience for the field experience, including AR test, AR try-on and 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 automobile to achieve real-world coverage and achieve the purpose of guiding driving.
Compared to VR, the AR experience seems to be much easier to implement. AR (Augmented Reality Technology) refers to the simulation of digital content in the environment around us. This "enhanced reality" technology is adopted in the real environment and goals. Adding 2D or 3D elements to it can provide users with an extra information experience. The market, including AR games, teaching, video and other resources are mostly presented through the APP recognition + mobile phone display mode, and the user experience cost is much lower than VR.
From the capital level, the giants of the whole year last year were at the AR level. According to the survey data released by foreign research institutions, the number of global AR and VR industry investment reached 171 in 2016, and the transaction volume disclosed was 1.835 billion US dollars, of which Magic Leap received 794 million US dollars in Series C financing, MindMaze received 100 million US dollars in financing, and NextVR. With $80 million in Series B funding, the Osterhout Design Group (ODG) secured a $58 million Series A round of financing led by 21st Century Fox, which has accounted for 56% of the total amount of disclosures.
These companies, which have obtained large-scale investments in the AR field, seem to have once again brought the entire amount of financing in the field of augmented reality to a whole new level. So what exactly does AR have to offer, which makes it attractive to many capitals, and even makes us think that it is more “payable†than VR?
First, in terms of valuation, AR's value is higher than VR.
From a technical perspective, AR and VR are inclusive and included relationships. In simple terms, AR is more than VR. In the process of using the AR, it is based on reality and retains reality. It can make the reality information-based and enhance the informatization and visualization of actual products. VR is an immersive virtual space, almost completely cut off from the outside world.
According to the global mobile Augmented Reality Market 2016-2020, a global mobile Augmented Reality market analysis report released by market analyst RnR Market Research, the CAGR of the global mobile augmented reality market from 2016 to 2020 is 89%. According to research conducted by market research firm Digi-Capital, the total revenue of the AR/VR industry will reach an astonishing 120 billion U.S. dollars by 2020, of which VR accounts for about 30 billion U.S. dollars, and AR will become the largest gold mine in the next few years. , and think AR will attract more people to participate in it.
Second, in terms of experience, the AR experience is easier to implement.
As we mentioned before, the AR experience is easier to implement than VR. Markets such as HTC vive, Oculus Rift and other devices need a high-performance host to match, not mention the price of these VR devices, just a VR host enough to run a variety of programs will require thousands of RMB. On the other hand, although the price of the VR box with the mobile phone as the main body is close to the people, the defects such as bursting, hot burning, and dizziness have also seriously affected the user experience.
The experience of AR can be realized by almost one smart phone. Simply download the matching mobile phone app and quickly experience augmented reality by scanning. For example, Pepsi made an AR attempt to replace a piece of glass in a street bus stop in London with a transparent screen, where people can interact with virtual characters while standing in front of them; hallucinations and "car races." In cooperation with the magazine, the car on the cover of the magazine can be used to display information such as models, price, and configuration on the mobile phone, and it is even possible to make an appointment for a test drive and order purchase.
Finally, socially, AR will not be separated from reality.
Although there are many virtual social VR software available today, its background is a completely virtual environment. Two participants cannot face to face communication. AR is based on the optimization of real scenes. We can interact with everything in the familiar environment, and can even see each other's eyes and hear each other's tone.
It is precisely because of these characteristics that we have reason to believe that AR has unparalleled advantages when it comes to the consumer market.
Last year, Nintendo's Pokemon Go was popular all over the world. Players used their smartphones to use GPS satellite positioning to explore, capture and fight the “Pokémon†that appeared in the real world while walking on the street. The reason why "Pokemon Go" has become a phenomenon-level product, in addition to the pursuit of "Pokémon" IP by many players, innovative AR play has also contributed.
Similarly, the application of AR in other fields is also emerging. In terms of education, Xiao Niunio uses AR and 3D real-time rendering technology to integrate virtual animation with real space, creating a series of children's education products such as Pocket Traffic and Pocket Zoo, allowing children to quickly learn through virtual integration. More knowledge.
In the business area, in addition to the RealmaxAR we mentioned, Ali is also trying to combine AR shopping and online shopping. At the Taobao Festival last year, we saw a video demonstration of AR fitting and a scene of putting the sofa in a real living room.
The greatest value of AR is reflected in the marketing field. Through the use of image processing technology, virtual 3D and realistic images are merged, so that real environments and virtual worlds are superimposed on the same screen or space in real time. Visualization, perceptibility, and social media interactions of AR marketing products can play a significant role in marketing communications such as advertising, exhibitions, product brochures, game-based advertising, outdoor advertising, and road shows. For example, during the screening of the film "Spirit Divination", Epiphany implanted AR technology movie posters and scanned movie posters directly to allow fans to preview anytime, anywhere. Fantasy as the United States refrigerators provide AR display, the content includes: product display, promotion, employee training. At the same time, Vision Vision and Kangyou Fuyue drinking pure water, with AR technology for the 2016 new "Youyue" Add Branch technology power, scan the bottle to see the endorsement star and so on.
The single visual display, inability to interact, and passive acceptance are the common problems of the original print ads and TVC ads. After the advent of AR marketing, the original color pages and leaflet marketing methods become more economical and more interesting forms of AR. Covers more information and gives users a full range of reading and listening experiences. At the same time to achieve one-button interaction, users want to know where to open, where fully customized marketing experience.
Obviously, both VR and AR are future technologies that can change the shape of human life. What is needed at this stage is the recognition and promotion of the capital market. What is more needed is to enable consumers to experience firsthand that the inherent nature of AR makes this demand intensified. Once large-scale promotion is launched, its economic value and social value are bound to Will be exposed.
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