An article with you overlooking panoramic VR industry

Note: this article according to TMT industry at huatai Securities Institute leader, Wang Yumei, Chief Analyst of the Internet industry report on the VR virtual reality (VR) report: a winning the protracted war, codifying, please pay attention to the public the original report, “Yu-Mei of media Internet research” view.

If you have not yet begun to understand VR, then spend a few minutes reading this article, you will have a panoramic view of the understanding of the industry as a whole.

Some readers may already know, but it is the history of VR industry background

VR has lived through three boom: from the 1960 ‘s for the first time, established the principle of VR technology; the second in 1990, VR try to commercialization but failed; is currently in the third boom period, marked by Facebook $ 2 billion acquisition of Oculus, the world set off a wave of popularity of VR commercialization.

Boom occurred in the 1960 ‘s for the first time, scientists have established the basis for VR optical principle and product structure. In 1960, the cinematographer Morton Heilig submitted a VR Device patent application documents, patent documents described as “stereo television equipment for personal use.” Although this design comes from more than 50 years ago, but can be seen with the Oculus Rift, Google Cardboard has many similarities. 1967, Heilig and structure has a more perception imitation environment of virtual reality system Sensorama Simulator, this is history Shang first sets VR system, it can provides real of 3D experience, for example user in watch motorcycle form of picture Shi, not only can see stereo, and color, and changes of street picture, also can heard stereo, feel to lane of bumps, and blowing and to of wind also can smell to spent of aromatic. 1968 United States father Ivan Sutherlan computer graphics at Harvard University developed the first computer-driven head-mounted display HMD and head tracking system, is an important milestone in the history of VR. In the 80 ‘s, VR technology is widely used in aviation, aerospace and other field applications.

Second boom occurred in the 1990 ‘s, it was a commercial boom in full swing, but ultimately did not succeed. In 1989, first proposed the concept of Virtual Reality Jaron Lanier, known as “the father of virtual reality”. In 1991, one named “Virtuality 1000CS” devices appear in the consumer market because of its bulky shape, single function and high prices, has not been recognized by consumers, but set off a wave of VR commercialization, Sega, Sony and Nintendo have launched their own VR game products. But this round of commercial boom, due to the optics, computers, graphics, data, technology is still in development in the areas of early, the industrial chain is incomplete, has not received positive response from consumers. But since then, VR commercialization of enterprises try to never stop.

Third wave comes from a 2014 Facebook $ 2 billion acquisition of Oculus,VR commercialization are accelerating on a global scale. On March 26, 2014, Oculus VR acquired by Facebook for $ 2 billion, once again set off global VR market Samsung, HTC, Sony, Thunder snake, technology giants such as Canon group to join, to show that the sector is booming; internally, there are already hundreds of VR business companies, covering the whole industry chain, such as interactive devices, game, video, reality, videos, etc. Storm technologies landed the gem of this year, a “virtual reality unit” to attract more entrepreneurs and investors to enter the field of VR.

The current VR technology bottlenecks Vans iPhone 5 Case

Hardware bottlenecks. AR on the calculation ability of one order of magnitude higher than VR, present CPU and GPU is unable to support, but can not guarantee enough computing over a lightweight hardware speed, storage space, transfer rates and battery life.

Image technology. Image recognition technology not mature, special in complex graphics, and dynamic image, and special scene (as night), aspects, information filter, and recognition of right rate and precise rate are lower, far not enough to support a paragraph consumption level products; real-time three dimensional built die technology lack: need to image recognition technology as based, only in laboratory stage; precise positioning technology errors big: far not to commercial stage.

Data bottlenecks. In reality without differences in image and video recognition requires extremely large data sizes, such as a street, need to street view, face, clothes, and other data; data collection, storage, transmission, analysis techniques are needed to solve the problem: huge amounts of data cleaning, data entry only, and is itself a vast project.

Although VR product experience still has many limitations, enough to enter the consumer market, but investors generally value, corporate research and development is extremely active, completed cold start from scratch.

VR universal reality condition

VR technology, including the four key indicators, leading vendors have standards, VR technologies mature. These four indicators: screen, screen resolution, refresh rate, and device capacity. Gao Tongxiao 820 Dragon already on the market at present, delays can be achieved 19.3ms; 90Hz and 2K the screen has entered the market, can provide base-level VR experience. Meanwhile, other technologies such as input devices in posture correction, reset function, accuracy, delay continued to improve; speed and wireless transmission devices more battery life and storage capacity under the small hardware upgrade; support systems and middleware development.

First of all, VR systems come of age. In fact, Windows, Android system now has better support for VR hardware, providing a better experience, supporting consumer-level applications, Google, Oculus, Razer also in development of VR system.

Second, the core technologies will be popular next year. Next year there will be more vendors and equipment to achieve level VR on the core technical parameters, it is necessary for the outbreak of the hardware and applications in the consumer market.

Again, mainstream VR hardware will launch of the consumer version of the world. So far, world’s best VR hardware, including the Oculus Rift, Samsung Gear VR, Value&HTC Vive Sony PlayStation and VR, only the developer version, and the four products at the end of this year to launch consumer version next year, it will set off the consumer market and developer groups.

VR market prospects

The following table refers to several specialized research institutes on the VR industry forecasts. By 2020, global head-mounted VR equipment sales will reach 40 million units, the hardware market at least $ 40 billion yuan, plus content, enterprise market, would be hundreds of billions over long term, VR industry scale trillion.

Condition of virtual reality products entered the consumer market is relatively mature, global VR industry next year broke out: VR systems, hardware, applications, will jump to a new level and this outbreak into domestic, is expected in the second half of the year after next year.

VR industry chain distribution

Two systems management and virtual scene based on perception, we capture from perception, sensory feedback, hosts, systems, applications, and content of six dimensions of the virtual reality industry chain of deconstruction:

A) perceptual capture device.

In all kinds of perception, Visual capture is now absolutely mainstream, hearing, touch capture is not mature, the smell and taste captured in the laboratory. Visual capture can be classified as eye tracking, head tracking, gestures (gesticulation) captures, full body motion capture four forms, different capture devices can provide different immersion experience, capture device market segments.

B) sensory feedback.

Human vision is the primary sensory systems to obtain information, but currently there is no visual feedback device ideal, mainstream visual feedback is set with glasses, helmets and one class III, a pair of simple, lack of immersion, helmet and one immersion well, but the price is higher, but less convenient. In contrast, the auditory feedback is very sophisticated.

C) hosts.

Current VR content through mobile, PC port or machine input, brain wave is still in the laboratory stage. Therefore, VR hosts mainly by means of PC computers, smart phones, there are a considerable number of companies host embedded in the VR machine. Overall, the current computing power, storage space, transfer rate can meet the basic VR Device required. Due to the PC computing power and scalability for mobile phones, PC based VR helmet can provide a better experience. iPhone Vans case

However, taking into account the supporting fiction regardless of VR experience, currently there are three major limitations of the host: one is the lack of speed, virtual enough tricking the brain images, and can interact with feedback, calculation of driving this image chip beyond existing ordinary PC and a mobile phone. Of course, upgrading Terminal computing power is not the mainstream trend of development of science and technology; you can use the faster network, place the main computing in the cloud, and issued the results directly to the Terminal. II is storage space, and transmission speed, and battery technology with not Shang, VR image program of volume to 10G for units, if directly from cloud VOD, we need 2~20M/s of down speed–this in currently of bandwidth environment Xia Basic can achieved; but little mobile equipment of battery can support 20G size data volume of continued high-speed download, this decided has extreme experience also need rely on PC or dedicated host, this and great limit has VR of using scene. Third, convenience is very poor, volume and weight of the PC host severely limits its usage scenarios, Smartphone as a VR host, does not match the size, cooling, and so on.

D) VR system.

VR systems, namely VR operating system directly run on the host system software for managing computer hardware and software, supporting all VR applications, is the cornerstone of future VR ecology. Core value lies in being able to define the industry standards for VR systems, build VR based and universal modules, a seamless fusion of multiple source data and source model. From an industry perspective, system platforms, industry voice.

Similarly to other fields, have first-mover advantages Enterprise always willing to Exchange closed for experience, who likes to tell the open source Subversion, Apple iOS and Google Android. In the field of virtual reality, Oculus closed Apple pattern is a foregone conclusion, and Google, Thunder snake, only to later open source, open to attract developers.

Domestically, SMEs do not have the technical capacity of developing OS, mostly from the application market, players set out to build platforms and Internet giants are generally on the sidelines, waiting for the best opportunity.

E) VR applications.

VR application is divided into three levels: application software, application distribution, middleware, respectively from top to bottom.

Software: software that provides VR services under various scenarios, for example, various VR VR player games. Application software is user experience end of the direct contact with the user, product, is the embodiment of VR industry chain of hardware and software technologies. At present, the VR application of some simple products as hardware mature, will usher in the outbreak.

Distribution: the distribution is considered to be outside the VR system another major entrance. Current mainstream applications app store distribution platform (mobile) and Web site distribution (PC) two categories, some VR with distribution functions of the Forum. Because the VR industry there is hardware-oriented, VR application distribution is mainly dominated by hardware vendors.

Middleware: System software or services is an independent program, can be shared between different systems resources, can be reusable in different applications, typical is the game engine. Mature VR middleware will promote to the same standard, enhance the efficiency of VR application development, rapid detonating VR application area. A number of middleware support for VR technology, NVIDIA (NVIDIA) was released in September 2014 VR Direct technology, was released on August 26, 2015 the new development kit–GameWorks VR VR game developers Beta versions, in addition to SGI’s OPENGL interface, MS DirectX interfaces, AMD’s Liquid VR technology, Crytek’s CryEngine, MultiGen-Paradigm Vega Prime etc.

F) VR content.

Shortages in the current VR content, video content to video and UGC, and mostly a DEMO of the game. VR content will consist of a CP (Content Provider) is based on general standards developed, early market covers the largest VR products must be content and video game content. At home and abroad, almost all VR in all areas, from film, games, to be fair, broadcast live, adult, tourism and real estate, many of which were already involved in research and production. VR content in General is divided into three main areas: professional equipment suppliers, content production, content operations manufacturers. VR typical equipment, as NEXTVR of VR3D camera system, and Nokia of OZO, and Connaught also make of body action capture system,; content making link, abroad has has many famous television industry game company participation came in, for example Disney, and Sony,; domestic big enterprise General also in wait-and-see State, instead is venture company more active, as TVR time machine, and extraordinary depending on magic, and blue Pavilion digital, and days homes culture, and K-Labs, and Hao Granville create depending on,.

What is the mainstream form of hardware devices?

VR headset (“eye”) is divided into three main categories: glasses, helmets, one machine.

Because PC’s limitations and restrictions PC+ helmet usage scenarios, VR helmets are not likely to become 2C market scale of equipment but for enterprise-level customers to calculate capacity requirements high and low demand ease of use, helmet will become the b-end mainstream equipment;

Smartphone fast performance increase, very mature and active mobile development environment, plus low cost VR glasses price advantages, we judge glasses will be the mainstream form of VR headset in the coming years;

For one, the “light” and “performance” difficult to balance, and higher prices. This led one does not become a mainstream product in the near future, mainstream VR world manufacturers at present are not launched in one device. But we believe that, with the advancement of technology and component miniaturization, VR machine will achieve in the performance, the light, and to price below the helmet, above his glasses to win a wide range of users.

Who will lead the VR content production?

As in the input stage, attached to the VR VR content industry as a whole on the hardware industry.

In the early days, VR does not have profitable conditions, so power is insufficient; instead, VR hardware company in order to educate the market, must be content to support in order to provide a complete experience, so the hardware industry is currently promoting content development. Oculus, for example leader buy games code engine RakNet, 3D scene Surreal Vision technology company, to set up a film studio Story Studio, rolled out new VR-short film the Lost, ‘ Henry ‘, such as the Help, do the whole industry chain the right thing to do. Storm technology, domestic 3Glass, spiral, also swept the application distribution, video, games and other links, which circulated widely used self built platform and video game content is downloaded, and international cooperation, a small number of independent research and development.

With the popularity of VR headset, VR content distribution will be independent of development, entrance eventually became industry. As the industry evolved, increasingly rich content, copyright specifications, user access to content will be very limited in a hardware company, and hardware distribution company applications are even more lack of economy and efficiency, so VR application distribution will gradually become an independent industry links, but more a device and user of entrance platform will handle this industry. We use with mobile VR glasses will become mainstream equipment, so mastering distributed voice of VR applications, there may be major mobile phone manufacturers, or all phones compatible with a wide range of distributed application platform.

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