In the first half of 2016, almost all media reported on the VR industry. In 2016, it became a veritable "VR first year." Major Internet companies have entered the field of VR and announced that they will produce hardware equipment, create film and television industry, and related VR content in real estate, education, tourism, and other vertical industries. At the same time, the VR industry has become a hot spot in the investment industry, attracting a lot of capital.
However, in the second half of last year, the heat of the VR industry in the country turned sharply. According to the latest data from Canalys (British industry analyst company), in the first quarter of 2017, US consumers contributed 40% of sales in the global VR market, ranking first; Japan's sales reached 14%, rising to second place. However, China’s sales dropped to 11%, ranking third. Canalys's inference is that Chinese consumers seem to be indifferent to VR and are not willing to pay for content such as VR. Both the investor and the user's attitude show that the domestic VR industry has returned to rationality from the initial over-zealousness. Is the status of the industry really the same as that of Canalys? What about the status and prospects of the VR industry?
Storm mirror is a hardware product officially released by Storm Video, a VR head display (virtual reality head-mounted display device). When used, it needs to match the exclusive mirror application developed by Storm Video, and it can be used on mobile phones. Achieve IMAX effects, and ordinary movies can also achieve cinema viewing effects.
In fact, Storm Mirror is one of the earliest members of the VR industry in China and one of the most highly acclaimed VR companies in China. It has undergone a dramatic expansion under the outlet, and on the basis of hardware, it has radiated its business to many content areas such as VR video, mobile applications, and game distribution.
According to Huang Xiaojie, the CEO of Storm Mirror, the VR industry passed a roller coaster in 2016 and it exploded. Ultimately, the value presented by the entire VR industry did not conquer the early users. At the same time, the VR industry is on the eve of an eruption, and explosive products will appear in 2018 and 2019, completely detonating the VR industry.
In the past year, VR has not been spared from the pursuit of VR from the pursuit to sing. In the second half of the year, it experienced “dismissal†and business separation. Although the company stated that it was normal business adjustment, it still pushed it. The turbulent public opinion.
In the first half of the year, how does the constant VR industry fall into the bottom? Huang Xiaojie believes that any enterprise needs an industry closed loop. When there is good hardware and good content, it can attract more users; More users can bring more revenues, including user payment, advertising models, etc.; considerable income will drive more developers to develop better hardware and content, and ultimately form a positive cycle. As the loop gets bigger and bigger, the industry will mature and capital will start to enter.
When the upsurge of the VR industry started, the loop between "hardware + content" and users was always broken and there was a big gap. During the latest round of outbreaks of VR, although there were a lot of foreign and domestic inbound players, there was not much cooperation between them and they did not drive chips, screens, and related developers to build unified standards.
"The reason why the VR industry has experienced the so-called 'winter' is because the products presented by the entire industry have not yet conquered the early user groups. That is to say, the technology maturity and service system of the hardware and content introduced by the VR industry. The price, user experience, etc. are far from being able to promote the positive development of the entire industry," Huang Xiaojie said.
At present, most of the VR devices on the market have insufficient user experience, including thinness, weight, comfort, interactive experience, clarity, etc., and do not provide an excellent user experience. In addition, VR is not friendly in terms of price, the experience of cheap equipment is too bad, and experience of good equipment is often a few thousand dollars or even tens of thousands of yuan, which is beyond the user's spending power. There is also the problem of the lack of quality content. In 2016, there was hardly any VR game that could allow players to play for more than 10 minutes.
Fortunately, the problems facing VR are gradually improving. Global companies such as Google, Microsoft, Samsung and Qualcomm entered the VR industry successively and achieved certain results in establishing standardization in the VR industry. At the same time, it also attracted a large number of mobile phone manufacturers to enter the VR industry, driving the development of the entire industry chain.
At present, for the VR industry, the most urgent issue is whether investors will enter, but need to allow users to truly recognize products and services. "What we need to do is to popularize, and popularization requires key elements, namely the determination of industry standards and the involvement of operating systems, and then capital will come in." Huang Xiaojie said.
In addition, Huang Xiaojie said that the storm mirror itself focuses on improving product performance. At present, the storm mirror VR one machine is ahead of the industry's products in several important parameters, and through a large number of ATW technology, reduce the delay, solve the problem of device dizziness. At the same time, the product also pays attention to reducing the cost price. The user experience of VR devices will reach basic needs within 3 to 5 years. It takes a longer period to fully meet the expectations of users, but it is certain that "the future VR will usher in high-speed growth."
For the VR industry hardware forecast in 2017, Huang Xiaojie believes that interactive upgrade, upgrade from small handle to somatosensory handle; Daydream-Ready mobile phone can sell 100 million units; all-in-one machine sales at least to 1 million units (Google, Facebook this year to Qualcomm's order The starting point is 1 million units. These conditions will occur within the industry.
At the same time, Storm Mirror is also increasing the richness of the content. At present, it has made an open platform, allowing third-party APP and game access, and is compatible with Google's Daydream. However, after experiencing the storm in the second half of 2016, Huang Xiaojie said that Storm Mirror will focus on the development of hardware, content is to peel off the subsidiary, the main body is not touched, but does not rule out the company's industry foundation Go to invest in content-related companies. “The business of Magic Mirror in 2017 is on the one hand upgrading Daydream products, on the other hand, it is to increase the commercialization of games, advertising and hardware gross profit. We hope to substantially narrow our losses in the second half of this year, and to achieve profitability by 2018. In addition, we actively promote cross-industry VR solutions."
VR industry ushered in "warm spring", is on the eve of the eruptionHuang Xiaojie firmly believes that in 2017 VR industry will usher in "warm spring": "The second half of Daydream start is a good sign, we are ready, one is to live, the second is when the opportunity comes, our products, content , Technology is not ready. Therefore, we are still focusing on products and technology itself."
In addition to hardware, Storm Mirror also cooperated with other companies, such as working with mobile phone manufacturers, customizing helmets for mainstream flagships such as 360, ZTE, and Huawei, and taking VR travel footage for the Australian Tourism Board while also on the platform. Released the product; partnered with Rongtai massage chair to launch VR massage chair products; with Tongge Ling, I won cooperation with the workplace to build VR class.
Emerging technology maturity curves released by Gartner (global consulting agency) include the stages of technology sprouting, expected expansion, bubble burst bottom, steady climbing recovery, and production maturity. "VR has two major stages. It was experienced decades ago. It was overly optimistic. Later, it was not found. In 2015 and 2016 again, there was a small bubble. The bubble has squeezed the excessive expectations of VR. At the bottom of the trough, we are facing upwards. This round of squeeze bubbles will bring about a substantial upgrade in experience and a significant drop in costs, and there will be no more bubbles.†Huang Xiaojie said.
At present, the VR industry is on the eve of an outbreak. “There will be some explosions in 2018 and 2019, which will completely detonate the VR industry.†Huang Xiaojie believes that “the area in which the first explosion will be B2B (business-to-business) areas, such as Education, tourism, etc.; B2C (commercial-to-consumer) areas are games, which may later evolve into social networking, movies, advertising, etc."
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