[According to GFK's "China VR Industry Application Survey Report", the solution providers are more concentrated in various fields, 60% planners design entertainment/games, and the second place is education, accounting for 35%. ]
Electronic enthusiasts eight o'clock in the morning: The rush of VR entrepreneurship has become calm in the process of bankruptcy, transformation, and layoffs. In China's entrepreneurial environment, VR completed the first round of market education: an unprecedented immersive experience will spawn hardware. And new changes in content production, but at the same time VR hardware underlying technology still has bottlenecks, consumer content needs to be enriched, consumer price/performance needs to be improved, and mature business models have not yet been established.
Different from the industry model in which the hardware and software of the mobile phone industry chain can be separated, how to break through the double constraints of content and hardware experience, from hardware equipment, operating system, content development, application to distribution platform to drive the whole industry chain to participate, become a more durable VR giant Battle of the.
“In the industry that has just developed its first year, it is very difficult to rely on us to pull the whole industry. It is necessary to have more partners and more people in the industry chain to help promote this market.†At the 2017 Vive Ecosphere Conference Wang Congqing, president of HTCVive China, told reporters. At the two-day ecological conference, the ecosystem and vertical applications were repeatedly emphasized, and it was also regarded as the key to VR entering the C-end from the B-end.
HTC's performance has declined for a period of time, executives have resigned, and layoffs have been raging. Recently, after HTC announced that it plans to sell the Shanghai mobile phone manufacturing plant for 630 million yuan, it was also interpreted by the outside world as "HTC will all bet on virtual reality in the future. The factory sells blood for HTCVive."
Bao Yongzhe, vice president of the HTCVive virtual reality new technology department, responded that “the mobile phone business and the VR business are two relatively independent departments. The factory closure is in the consideration of asset activation and has nothing to do with VR.†Wang Congqing said with a smile: “I It can only be said that some people have a lot of imagination." Although the two have repeatedly clarified that there is no connection between the two, from the series of actions of the ecological conference, VR is an important piece in the mobile phone era after HTC.
"New profit model, killer application, more natural interaction, better display, more AI integration, lower processing efficiency, more economical and simple method positioning, faster network, better battery Storage technology, more convenient content creation tools." In Wang Congqing's view, these are both the challenges facing VR and the opportunities for VR development.
From the perspective of market applications, limited by the above factors, VR's new commercialization breakthrough is increasingly focused on B-end applications, and entertainment, education and enterprise-level applications have first-mover advantages.
"This year's industry application will be on the rise, as another important channel for popularization to the C-end." Tan Ying, chief analyst of GFK's emerging intelligent hardware, told reporters. According to the "China VR Industry Application Survey Report" released by GFK, the solution providers are more concentrated in various fields, 60% planners design entertainment/games, and the second place is education, accounting for 35%.
“Enterprise users are not so sensitive to price, and they value a good product for team efficiency. Through industry applications, more C-side users can be used to understand the use of VR.†Wang Congqing said, “It’s not a long-term hardware. "The application of solutions through the industry is more conducive to driving the landing and development of hardware.
Sinking roadAs Wang Congqing said, “The entire VR industry is looking for new sources of revenue and distribution channels.†Developers, as the most important part of the VR ecosystem, how to make developers make money in the early market, get sustainable revenue models, relationships Participation and activity throughout the ecosystem.
From the perspective of the development of the Internet, advertising is the most important way. In the 2017 strategy, HTCVive proposes to open the VR Advertising SDK (Software Development Kit) to turn free or paid VR content into a revenue platform. For example, props, badges, etc. in the game can also be charged. According to industry practice, the platform will extract 30% of the share.
Another experience that allows developers to get revenue quickly is the experience store. "When a user community is still developing, these experience stores can bring a certain amount of income to developers, and it is a sustainable income. "But Wang Congqing said that he does not want to rely on the experience store to make big money. The more direct purpose of the experience store is to tell the user what is VR in the fastest way.
Although the HTCVive experience in the industry has been well received, it does not have an advantage in terms of price. The HTCVive is currently priced at $800, including a head-up and a pair of motion trackers. The sales price in China is 6888 yuan. In order to expand the market, many manufacturers have taken the price cuts this year. For example, Samsung's Gear360 has dropped from 349 US dollars to 249 US dollars. The Oculus Rift will also cut the price across the board. The price of the head-mounted and handheld sensors has dropped from 798 US dollars to 598 US dollars.
Will HTC launch low-cost VR devices to increase market coverage? Unlike other vendors, HTCVive brings developer-developed content to different users and platforms to cover the low-end market.
For example, in the mobile VR market, HTCViveportM (mobile application distribution market) and six VR glasses box manufacturers have signed a cooperation agreement, plans to bring the platform content to millions of users. Enlarging the scope of content arrival and the number of arrivals is the basis for realizing, and hardware manufacturers can also cultivate potential consumer groups.
There is no doubt that market education still has a long way to go. Although the hardware price has remained unchanged for the time being, HTCVive has made adjustments to the software subscription service. For example, in Viveport, a new monthly subscription service is launched. Consumers can subscribe to 5 VR applications at the Viveport app store at an ultra-low price of 29.99 yuan/month. You will enjoy the free first-month preferential policy. According to the introduction, in the past year, each user will spend about 100 yuan to purchase products in one month.
In addition, HTC has also begun to cooperate with the film and television giants, hand in hand with Warner Bros., and carry out exclusive strategic cooperation around the virtual reality-themed movie "Player One". "Player One" is directed by the famous director Steven Spielberg, and behind the cooperation is still hope to educate the C-end market through cinema and home entertainment channels.
“The VR industry will continue to develop in 2017, and there will be no explosive growth in the future.†Wang Congqing judged how to bring practical help to the industry after experiencing the baptism in 2015 and 2016. This is a real problem before the arrival of virtual reality. .
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