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Every time the emergence of new products across the era, will always let the technology industry crazy for a while, 10 years ago is a smart phone, today is naturally VR.
Since 2015, VR fire has become more and more exciting, exciting, increasingly unseen, and increasingly scary. Numerous brands of large and small brands are reluctant to enter the VR hardware market. After three years, they will have a few successes. They will take a step back and say that if they just retired.
The future of VR is naturally a feast, but in the end it can only be a limited oligarch. For start-ups who are planning or have already entered the hardware market, they should recognize the future situation and rationally choose the development route. Perhaps they will not be allowed to die but they will also be able to obtain a cup.
The startup company in the field of VR hardware is walking at a three-way intersection. The left is the PC host peripheral route, the right is the mobile VR glasses route, and the middle is the one machine route. How to choose?
To do PC peripheral VR, the face is Oculus, HTC and Sony three mountains (Sony's VR products are PS game console peripherals), these three giants in the VR field has a recognized strong core technology, not the entrepreneurial team can be embarrassed . And their products have been released in 2016, and the startup team does not even have the opportunity to follow up.
This is not the most important, PC peripheral VR can only be targeted at a small number of highly experienced game players and geeks, the market is small, even if VR is popular, this part of the market will not be much grant. This is the route with the highest opportunity cost. Currently, there are not many start-up companies taking this route.
Mobile VR glasses look best in line with the standards of entrepreneurial projects.
The threshold for doing this is extremely low. The "lens + housing" does not require any advanced technology. The production supply chain is also very simple. Second, the price of the product is low, and the market can do it well. But in reality, this is the most deadly trap of the startup team.
Among the two giants of Android mobile phone manufacturers, Samsung has already launched GEAR VR. Huawei also released VR products at the P9 conference. These two companies already accounted for most of Android mobile phones. For other mobile phone manufacturers, this is a good thing, but as long as they are not stupid, they will produce products sooner or later. The future of mobile VR glasses, the mainstream direction is the mobile phone customized accessories, independent manufacturers do this, sooner or later will be played dead.
It seems only one machine can go this way. There are basically no giants in this area now, no benchmarks and no standards. As a new category, the consumer side has a lot of product tastes, knows how to pick up fewer problems, and has a lot of technology and details to look for. And the general view is that the one-in-one opportunity has become the mainstream form of VR hardware, and the market is promising. This is the idea of ​​most of the speculative brands that have already entered the game. The old is full of naivety.
Speculative start-up companies often lack the keen insights of technology. In fact, the technical difficulties of the all-in-one machine are not inferior to those of PC peripherals. In some aspects, the threshold is even higher.
Although chips and screens suitable for VR can be purchased and solved (Samsung, Qualcomm, Intel, AMD, etc. have gradually optimized VR, Samsung's latest AMOLED screen supports VR low-glow, 90Hz refresh rate requirements), but the optical and system underlying algorithms The research and development and integration of technologies such as location tracking can only be solved by the hardware manufacturers themselves, especially the wearing of the all-in-one machine. It seems simple and actually very difficult.
Although there is no familiar "brand name" in these areas, it does not mean that there is no technology.
For example, in the past few days, IDEALENS has just released a second-generation machine in Seattle, USA. They invited Pete Moss, chief software engineer at Unity Technologies, Taylor V. Freeman, CEO of UploadVR, and Ivan Blau, director of product integration at VRstudios. Stern, "VR Road" website reporter Kyle Reisenbeck and other VR industry iconic characters to experience the second generation machine, has been highly rated.
From the feedback of these big men, this manufacturer has already achieved 120° FOV (field of view) of VR. This is the largest FOV in the industry at present, and it also introduced a positioning system that achieves 1mm recognition accuracy and is based on the depth development of Android. OS.
What's more important is that the second-generation machine introduced a wearable solution, which reduced the weight of the main unit to 295g, and placed the battery compartment behind it, supplemented by an adjustment-free wearing method. Kyle Reisenbeck believes that this set of wearing programs is very popular, very imaginative, and can well support complex mobile application environments.
A good VR all-in-one wearable solution comes from an excellent human head engineering study (which is much more complicated than the handset's ergonomics), a large number of design Solutions and experimental data, but also related to the distribution of the entire hardware system, and to deal with various extremes The need for conditions and usage details. All of these require a large number of technical teams to accumulate long-term R&D results, which is not as simple as a startup company thinks.
In the long run, once the VR integrated machine is promoted, the concept of consumption will gradually mature, not to mention the core technical points of optics and tracking, that is, the lack of technology in any one link will cause a fatal weakness in market competition for manufacturers. Start-up companies basically do not have the time and business conditions to complete the accumulation of such original technology, and then compete with manufacturers such as IDEALENS. In the hardware field to engage in technology and solutions, this path goes on, but it is only a chronic insomnia.
Can be seen from the official renderings IDEALENS II wear characteristics
In fact, it is not entirely a dead end for a startup company to engage in VR-one hardware. The maturation of industrial development will naturally form a diversified market ecology, and opportunities are also hidden in it. Once the upstream and downstream components of the industry chain have matured, the manufacturers who master the core technologies will inevitably be reluctant to become consumer terminals. The evolution of the business structure will lead to the B2B solution market.
By then, start-ups can bypass technical barriers, purchase solutions directly from the supply side, and use savings in R&D costs and flexible business advantages, and specialize in strengthening brands and marketing to capture consumer terminals and industrial applications. market. (This development trajectory has actually been perfectly verified in the smart phone field, and now the second-tier mobile phone brands basically do so)
The VR industry is still far away from this maturity. The key to the entrepreneurial team that has already entered or plans to enter the market is to look at opportunities and take the initiative.
On the one hand, it is now set to search for technical support, develop stable cooperation relations, and even obtain authorizations or transfer of some technologies and solutions in the early stage, and can quickly follow up on products and iterations in the early stage of market development. On the other hand, intensifying the layout of content, retail channels, and industry applications, the resources at this level have a large volume, the commercial climate is complex, and it is difficult for any manufacturer to form an absolute advantage in a short period of time. There is a great deal of space for start-up companies.
It can be said that establishing the underlying market advantage is the starting point for the startup company. This level of advantage means that if the right to discourse and negotiating bargaining chips for the upstream companies is done well enough, it will not be impossible to force upstream. As a whole, for start-up companies, this development route has the lowest opportunity cost and the greatest success.
The more abnormal the fire, the more it means there are many traps. Now that VR is just like this, the last company that can laugh in one area is always just a few. The feast offered by VR is not a pie in the sky. Whoever eats it will be able to eat it. This is a giant feast without tickets. It is easy to come in and it is very difficult to find a seat. The choice of strategic route will ultimately determine who can eat the meat or drink soup, or eat only some leftovers, or even starve to death.
VR in the end is a citron, or a single-plank bridge into the VR traps
The future of VR is naturally a feast, but in the end it can only be a limited oligarch. For start-ups who are planning or have already entered the hardware market, they should recognize the future situation and rationally choose the development route. Perhaps they will not be allowed to die but they will also be able to obtain a cup.
PC-level VR device Oculus rift
HTC's VIVE Industry Recognized to Experience the Best PC-Grade VR
Sony PS game console VR peripheral PSVR
Samsung's GEAR VR is a masterpiece of mobile VR glasses
Huawei Mobile Phone VR Glasses Appeared at P9 Conference - Huawei VR
Pete Moss, Taylor Freeman, and Ivan Braunstein exchange IDEALENS II experience
"VR Road" website reporter Kyle Reisenbeck experienced IDEALENS II machine