After the recession, VR gradually embarked on the road to recovery. The enterprises precipitated in this stage are also enterprises with unique style, clear direction and certain competitiveness.
In 2018, the whole VR industry takes industry application as the core, and gradually penetrates into various fields. A force from traditional fields is driving the technology to the ground.
VR technology must be implemented in order to have a future
"VR has a stable future only when it closely combines with the real economy. Virtual technology must be solid, while real industry must learn to be virtual." Ma Yun mentioned it at the World VR Industry Conference in Nanchang.
In 2018, Oculus GO hardware for the C-end came out, which is expected to make VR explode in the C-end. Although it has achieved some success, hundreds of thousands of size is still not enough to leverage the consumer market.
On the other hand, VR has made great progress in industry.
On the one hand, hardware manufacturers have made many adjustments for industry applications. For example, open customization system, add eyeball tracking and other functions, so that enterprises can customize software content according to their needs.
In 2018, the biggest buyer of industry applications is still government agencies. According to the VR era statistics of the first half of 2016-2018 VR/AR government bidding situation, the annual demand and purchase amount are showing an increasing trend.
& nbsp; Mapping: VR Gyro & nbsp; Data Source: VR Age
Mapping: VR Gyro & nbsp; Data Source: VR Age
In the first half of 2018, the amount of VR/AR projects increased by 67% compared with that in 2017. Among them, 213 VR projects were purchased for 260 million yuan, accounting for 51%; 19 AR projects were purchased for 425.89 million yuan, accounting for 8%; 184 virtual simulation projects were purchased for 206 million yuan, accounting for 41%. VR and virtual simulation projects account for more than 90%.
In the field of bidding, the proportion of VR/AR/virtual simulation projects in the field of education exceeded 75% in 2016-2017, while in the first half of 2018, the proportion of VR/AR/virtual simulation projects in the field of education exceeded 80%. Universities and vocational and technical colleges were the main sources of projects.
For example, Cathay Tai'an integrates VR technology into the relevant training of automobile maintenance, with the help of VR, we can observe the whole process in a very short period of time, and also can see the working situation of the parts inside the brake when it is running, and more visually understand the structure, disassembly and assembly of the parts, as well as the principle of action, etc. NetLonghua Fishery Education combines VR with the professional courses of interior design to provide the overall understanding of professional teaching and training. The solution has been applied in Datian Vocational Secondary School, Quanzhou Overseas Chinese Vocational Secondary School, Guizhou Construction Vocational and Technical College, Jiaxing Construction Industry School and Jinjiang Overseas Chinese Vocational and Technical School.
In addition to education, more and more enterprises and institutions in other fields began to apply VR technology in 2018. Generally speaking, the biggest scenarios of VR landing are enterprise training, home furnishings, medical treatment, museums/science museums, etc.
For example, Jingdong uses VR for logistics training, employee uses VR to learn sorting, pasting face sheets, winding tape and other business actions; Colas, the world's largest road contractor, uses VR for safety training; UPS uses VR to train express drivers; KFC uses VR to train employees to fry chicken and so on.
Home decoration related enterprises have also appeared many representative enterprises, such as Cool Career, Dress Home, Love Space, etc. Designing soft clothes in VR. It is known that the software revenue of the dresser last year reached 60 million yuan. Now, the application of VR technology in the project is also deepened with BIM (Building Information Modeling) software to reduce costs and improve efficiency.
In the medical field, the application of VR technology mainly includes education training and assistant treatment, covering surgery training, pain management, patient education, clinician education, physiotherapy and rehabilitation, PTSD, treatment of conversion disorders, quitting smoking, coping with fear, brain concussion assessment, old-age care, stress relief, fitness, training midwives, dentists and other sub-disciplines. The representative enterprises include medical micro-message, Bo-communication information and so on.
The digitization of cultural tourism and exhibitions, including museums and science museums, also brings opportunities for VR. Historical events are vividly reproduced through VR, which makes museums "live" and visualization of science and technology. The penetration rate of VR in life is increasing.
In 2018, the industry service oriented to B-end has become the trend of the whole Internet, new retail, new finance, new life... Almost all new species are centered on the deep transformation of the B-end industry. The trend of industrial Internet also brings more opportunities for VR, because the role of VR is also enabling.
Three trends of VR industry application: role change, channel being king, subdivision & amp; specialization
After several years of development, the combination of VR and industry applications has also changed significantly in 2018 - VR + has become + VR. Not only has there been a new understanding of the positioning of VR, but also the role of participation has changed.
In the early stage, the role of VR + industry application was mainly played by the start-up companies. Most of these companies were small-scale, not only scattered, but also the price chaos often happened.
But in 2018, the main role of VR + industry applications began to shift to traditional enterprises. For example, Shell Search, which is based on the original channels and resources, builds a VR shooting team on the basis of the original team - Rushi, which not only saves costs, but also scales up as fast as possible under the premise of guaranteeing quality. Just over a year after its establishment, Rushi has scanned and reconstructed more than 710,000 housing units and added more than 100,000 units per month.
In addition to shells, other viewing and real estate intermediary platforms, such as Habitat, I love my home, Fangxia and so on, have joined the VR viewing function. Whether for marketing purposes or to enhance the experience, VR has narrowed the distance with consumers through various channels (to be exact, panoramic).
On the other hand, the entry of the natural advantage channel also makes the decentralized VR + industry application more and more systematic.
At last year's Industry Solutions Conference held by Vive, Vive cooperated with Hanlin Hui and Weishijiajie, two of the four major off-line IT sales channels in China, to establish a tripartite cooperation system of customers, platforms and developers, and to unify the original decentralized docking mode. Developers provide content, combined with Vive hardware, packaged by channels into a holistic solution for customers.
Founded in 1993, Hanlin Hui has cooperated with IBM, HP, TOSHIBA, APPLE, DELL and other world-renowned enterprises, and has become the general agent of these notebook products in China. Its channel scale includes nearly 30,000 customers, including more than 7,000 industry customers. In cooperation with Vive, it cooperated and supported nearly 80 VR-authorized bidding projects in the period from January to October 2018, of which about 25% were worth more than one million.
Vive and Hanlin Hui Cooperation Model
Another company, Weishijiajie, is the largest technology product solution and large data integrated services company in Asia-Pacific region. It was founded in 1991 and listed on the Hong Kong Stock Exchange in 2002. This 26-year-old company has 40,000 channel partners, covering 1.8 billion people, and has offline, online channels, as well as a huge customer base.
Vive and Weishijiajie Cooperation Model
On the one hand, the entry of strong channels is conducive to the large-scale application of VR technology, on the other hand, it can also make the market more systematic, but inevitably, it will also impact some existing companies.
The last trend is Segmentation & amp; specialization. It's no exaggeration to describe the 2018 VR application landing in full blossom. VR party building, VR fire fighting, VR house-keeping, VR home decoration, VR mining, VR drug control... Brain holes are big enough to seem like everything can be combined with VR and subdivided into a variety of scenes.
For example, Opter, who specializes in visual acuity optometry with VR, has been engaged in optometry for more than 10 years in the traditional field. After upgrading the technology of VR, he has developed a VR version optometry application, which is specially used for optometry and adjuvant treatment of pseudomyopia. This is a very subdivided field. Relevant person in charge mentioned that there are four large enterprises doing optometry in the world. Opt has been doing optometry since more than 10 years ago, and has accumulated a small 1,000 channels online, including ophthalmic hospitals, ophthalmic stores and so on. It believes that the reason why few people do it is that on the one hand, it is too professional, on the other hand, because the market size is too small, the market size of 10 million yuan is not appreciated by many companies.
For example, Hefei Yaoan Science and Technology cut into the subdivision of coal mine scene, developed safety training software, training mine workers to simulate underground operations, in order to reduce safety accidents. Dongmei Interaction, Space-time Gate Technology and so on are all based on safety training contents such as fire prevention and earthquake, landing in communities, schools, enterprises and so on.
Red content is also a hot sub-area in 2018. For example, Shandong Broadcasting Television Company, which belongs to Shandong Television Station, started shooting red tourism in October 2016 under the red-headed document entrusted by the Ministry of Publicity and Propaganda of Shandong Province, including Zunyi Conference and Jinggangshan. It packaged and sold the photographed content to the employees of relevant departments and enterprises. A set of 50 sets of equipment is about 650-700,000 yuan.
It is not a simple thing to integrate VR into the traditional field, especially in the field of education and medical treatment, which requires a high degree of professionalism. Even if the layman knows VR technology, it is difficult for him to gain a piece of the traditional industry.
So professional teams can survive. According to Wang Zhenkun, CEO of Boxin Information, the medical field has undergone a round of shuffling. "For example, a set of human models is popular in the market. Many people's products will be modified with this set of human models. No one will sink down to cooperate with professional medical schools to dissect the real heart. No one will sink into teaching and develop something unique with medical educators. In 2016, I know that there are 20-30 VR clinics. Later, many of them have been transformed. Now there are less than 10 large and vertical ones. Most of them have more than 10 people. We are middle-sized teams. In the past, there are more than 100-200 people. There are very few of them, so they have to take any projects and specialize in this kind of work.
Government Policies Promote Industrial Landing
In the development of VR/AR in 2018, the government is one of the indispensable roles. From the Ministry of Industry and Information Technology's Guidelines on Accelerating the Development of Virtual Reality Industry to the relevant policy documents of Tianjin, Annex, Zhejiang, Shandong, Beijing, Chengdu, Guizhou, Shenyang, Xiamen, Guangdong and other provinces and municipalities, the speed of VR integration into industry is accelerating.
In September, the Ministry of Education officially announced the establishment of "virtual reality application technology" specialty in Higher Vocational Education (specialty) colleges and universities of ordinary colleges and universities. Virtual reality application technology will enter higher vocational colleges as a standard course, and will be implemented in 2019.
This year's policy for VR is no longer a slogan, but has entered the implementation level. On the one hand, it lets VR land in the form of purchasing, on the other hand, it also promotes the development of industry with practical actions in many dimensions such as funds, resources and talents.
In September 2018, the Qingdao Municipal People's Government, the China Institute of Information and Communication and the Virtual Reality Content Production Center co-sponsored the "2018 International Virtual Reality Innovation Conference" hosted by the Laoshan People's Government of Qingdao. Qingdao plans to build Laoshan into the "Capital of China's Virtual Reality Industry, National Virtual Reality Industry Base".
In addition to introducing the top VR research institutions and teams, it also provides about 450,000 square meters of virtual reality industry development carrier space. By the end of 2017, the virtual reality industry development carrier will be put into use 240,000 square meters.
In terms of financial support, Laoshan has set up 100 million yuan VR Angel Venture Capital Fund, 500 million yuan Collaborative Innovation Fund and 3 billion yuan VR Industry Investment Fund to fully support the accelerated development of virtual reality industry. In terms of industrial policy, 12 policies have been issued to promote the development of virtual reality industry and optimize the ecological environment of virtual reality industry.
Beginning in 2016, the Nanchang Municipal Committee and the municipal government announced the creation of the world's first city-level VR industrial base. It is understood that Nanchang will take Honggutan New Area as its main industrial layout, focusing on the construction of "four major centers" including VR Innovation Center, VR Cloud Center, VR Experience Center, VR Display Center and "four major platforms" including VR Standard Platform, VR Trading Platform, VR Education Platform and VR Funding Platform.
Relevant data show that by the end of August, more than 300 enterprises of various types, such as hardware manufacturing, software development and platform building, had docked with the VR industry in Nanchang. More than 90 enterprise representatives were invited to visit Nanchang. 43 projects were under discussion, 56 projects were planned to be signed and the amount of contracts was 12.7 billion yuan.
At the policy level, according to the newly issued "Several Policies on Accelerating the Development of VR/AR Industry (Revised Edition)", the Nanchang Government will continue to vigorously introduce well-known VR/AR enterprises. In order to cultivate leading enterprises, the newly introduced VR/AR enterprises with actual investment of more than 5 million yuan (including) will be given a one-time investment of no more than 5 million yuan according to 6% of their investment in place. Reward, and for the merger and acquisition of overseas or provincial surgical technology-based enterprises, according to 10% and 5% of the merger and acquisition amount, give a single subsidy not exceeding 10 million yuan.
At the same time, in terms of innovative financing services, Nanchang has set up a VR/AR industry angel investment fund with a scale of 1 billion yuan, which is dedicated to the incubation and investment development of VR/AR industry. In order to support the establishment of R&D institutions for VR enterprises, the government will provide financial support according to the relevant methods of enterprise R&D institution construction, and give 5 million yuan or 500,000,000 yuan to the newly identified innovation platform in VR/AR industry. One-time reward of RMB.
Policies elsewhere are not listed here.
5G has brought a new upsurge for VR, but it still needs to be paid for.
At the end of 2018, 5G started pilot projects one after another. On MWC in 2019, 5G + cloud VR almost became the focus of the audience, 4K, 8K, 12K... Numbers refresh the user's viewing experience.
The tornado-like 5G rolls the VR back to the center of the stage.
In the short two months of 2019, from CCTV and Jiangxi Spring Festival Gala adopted 5G+VR live broadcasting one after another, to the announcement by the Development and Reform Commission that VR/AR enterprises could be subsidized, followed by the announcement by Hunan Provincial Industry and Information Office and the Department of Credit and Information Technology to closely track the research and development of key technologies such as VR and AR, and then to the announcement by the Beijing Municipal Committee and Municipal Government of the People's Republic of China to strengthen the policy of technology integration between the film and television industry and AR/VR, The news has hardly been interrupted.
VR/AR is considered to be one of the most important application scenarios in 5G network. It is even said that 5G was born for VR/AR. VR, especially in online games, multi-person social networking, watching movies, live broadcasting and other scenarios, has a very high demand for the network. 5G is famous for its low latency and high bandwidth. The highest downlink theoretical rate can reach 10Gb/s, and even the lowest value can reach 100Mb/s.
With the 5G East wind, VR will also usher in a new upsurge, including the market and capital level. However, 5G really needs to be popularized on a large scale at least until 2020. During these two years, Gyroscope believes that VR enterprises still need to stay on top of their salaries and try their best to survive by tightening their belts.
Industry application will still be the main stage of VR development in these two years. Although VR has begun to penetrate into traditional industries, the gap between traditional industries and VR enterprises has not really been solved. Before each other, it still needs to go through the stage of recognition, trial and error, running-in. The road of large-scale application is long and obstructive, and needs careful cultivation.