The most popular black technology in 2016 is undoubtedly AR (Augmented Reality) and VR (Virtual Reality) technology. From the early years of last year, the fantasy raccoon entered the public's field of vision, and this year's worry-free room. VR viewing, Taobao launched "Buy+" VR shopping, as if VR / AR technology has begun to integrate into our lives, into the industrial blowout period.
In fact, as early as 2014, when Facebook acquired Oculus for $2 billion, technology represented by MR, AR, VR (mixed reality, augmented reality, virtual reality) began to become the slogan of the industry, followed by Samsung, HTC, Sony, and Ray. The participation of technology giants such as snakes and Canons seems to have also made people see that the industry is booming.
How much VR/AR is in the fire, it seems that the analysis data from the world's major authorities can be seen. The famous research and analysis company Digi Capital predicts that the market size of the VR/AR industry will reach 30 billion and 120 billion US dollars by 2020, and the market size of head-mounted VR hardware will reach 2.8 billion in 2020. It is expected to compound in the next 5 years. The growth rate is over 100%.
The Goldman Sachs research report shows that the VR/AR industry market will reach $182 billion in 2025, with $110 billion in hardware revenue and $72 billion in software. From the analysis data of major authorities, we can see that the VR/AR industry will be a market of hundreds of billions of dollars in the future. There is no doubt that virtual reality has become the new blue ocean of consumer electronics.
What is VR/AR
VR (Virtual Reality Technology) refers to a technology that comprehensively utilizes computer graphics systems and various interface devices such as reality and control to provide an immersive feeling in a three-dimensional environment that can be generated on a computer. Among them, the computer-generated, interactive three-dimensional environment becomes a virtual environment. The English abbreviation VR was proposed by the American VPL company founder Lanier in the early 1980s.
Intuitively speaking, as long as the user wears the VR device, they can be 'transferred' to any place they want to go. They can go to Antarctica, which is inaccessible to Africa, or to the tropical rainforest of Africa. It can cross the tunnel of time and return to the Warring States era. Spying on the means of transportation for humans in the next century.
AR is augmented reality. It is a real-time technology for calculating the position and angle of camera images and adding corresponding images. The goal of this technology is to project the virtual world on the screen and interact with it in the real world. The AR system has three prominent features: 1. Real-world and virtual world information integration; 2. Real-time interactivity; 3. Add positioning virtual objects in the 3D scale space.
Intuitively, AR can help people complete more complex tasks, such as machine replacement and assembly, through big data support. The image viewed by the user using the AR glasses is recorded in the AR glasses through a front-end camera, and then the glasses are superimposed with the video programmed by the developer, forming a guide to augmented reality. In this way, the operation is performed. You can complete the work step by step.
An easy way to distinguish between VR and AR is that VR requires an opaque headset to complete the immersive experience in the virtual world, while AR needs a clear head-mounted device to see the real world and the information and images that overlap it.
Will VR/AR become the next growth point for LED small pitch?
It is not difficult to see that VR/AR technology has become the next opportunity. However, from the perspective of the development of various industries, once new opportunities emerge, it is often a slam dung, and it is easy to ignore the inherent nature of industrial development. When the hot spot arrives, LED companies must look at it rationally.
We may assume that VR/AR technology has developed to a certain height and can be mass-produced and market-oriented. Based on this condition, we will discuss whether it is necessary for LED display companies to enter the VR/AR field according to the SWOT analysis method.
S (strengths) advantage
From the perspective of the VR/AR industry chain, the display screen is the most basic and most important hardware facilities. The LED display with better image quality can undoubtedly significantly enhance the user experience of VR products.
As the carrier of the terminal display, whether it is from the screen display effect or functionality, the current small-pitch LED screen is the best in the terminal display product. Compared with the traditional LED full-color display, the small-pitch LED display has greatly improved the resolution, and the display color is also natural. Compared with the LCD splicing wall, it has a seamless display; compared with the DLP splicing wall, the shape is more It is flexible; it can be equipped with trending technologies such as touch, 3D, and 4K.
In addition, compared to other terminal display products, small-pitch LED products can achieve seamless display of large screens, which can bring users an unparalleled visual experience. For AR/VR products, the experience is undoubtedly the most important.
In the future, with the outbreak of the VR/AR technology industry, the small-pitch LED display technology will surely show explosive growth with its seamless seams and excellent display effects.
W (weaknesses) disadvantage
From the perspective of the VR/AR market, the two development directions of VR/AR in the future, one is to enter the civilian market and enter the family. One is the commercial market, the mall displays and experiences.
From the market point of view, the LED gap is still very large compared to the LCD. According to the current price of the lamp, if you use the P1.0 specification to make a 40-inch LED small-pitch TV, the cost is almost 50,000 yuan, and 40 inches. The LCD TV market is only a few thousand dollars.
Simply put, the LCD screen below 60 inches can completely replace the small-pitch LED screen, and the cost of the small-pitch LED screen below 60 inches is too high. The popularity of any product is inseparable from the price element. In the future, the small-pitch LED screen will go farther, and its cost must be reduced.
Of course, if the small-pitch LED products are only cost-effective, it will be easy to solve, and the manufacturing process can be improved, but the challenges of small-pitch LED screens are not only the same.
In fact, the biggest difficulty for small-pitch LED products is that they have not yet formed a unified industry standard for standardization, standardization, and standardization. Each LED manufacturer defines its industry standard with its own products. The same LED product has different standards for each company. This differentiation has led to many inferior products in the LED products currently on the market. Furthermore, the reliability of small-pitch LED displays is also to be tested.
O (opportunities) opportunity
From the perspective of VR/AR market application, in the field of enterprise applications, virtual reality technology is applied in the fields of medicine, military aerospace engineering, interior design, real estate development, and industrial design. In terms of mass consumption, VR products are unique. The immersion, interactivity and imagination, games, live video, film and television industry are expected to become the breakthrough point of the VR industry in the consumer side.
From the relevant data, it is foreseeable that in 2016, VR will usher in a small outbreak. It is estimated that by 2020, the annual sales of VR devices will reach 40 million units worldwide, and the hardware sales scale will be about 40 billion yuan, plus content services and Enterprise-level applications, estimated market capacity exceeds 100 billion yuan; in the long run, trillions can be expected.
The VR/AR technology industry has broad prospects for development. As a terminal display product, the small-pitch LED screen can be combined with the VR/AR technology industry in terms of experience interaction, media, advertising, education, and theater.
It is conceivable that when a user watches a sporting event, a movie or a game using a VR/AR device, the user needs an extreme visual enjoyment, which is precisely what a small-pitch LED screen can do.
It can be seen that the offline experience may become a combination of small-pitch LED technology and VR/AR technology. Simply speaking, in the future, a business model similar to Internet + VR/AR+ may be born. For example, the offline VR/AR experience hall and the VR/AR theme park are such prototypes.
T(threats) threat
Although the small-pitch LED screen as a terminal display product has its indispensable advantages, he still has many competitors. In addition to the old rival LCD screen, it is still a new material OLED.
From the perspective of cost performance, the liquid crystal display in the market below 60 inches as described above can completely replace the small-pitch LED screen. From the perspective of display effect, the new material OLED is also superior to LED. In the market application, AMOLED has also been used on the mobile terminal, and has become a display carrier for VR/AR technology to access the mobile terminal.
In addition to the numerous competitions in LED performance, there are challenges in display technology.
Like the naked-eye 3D display technology that LED manufacturers have been developing, although some LED manufacturers have announced their own naked-eye 3D products, there is no relatively mature case on the market. Compared with the mature laser holographic projection technology, LEDs still have a large distance in the naked eye 3D display technology.
However, at present, the offline VR/AR experience hall, VR/AR theme park and outdoor advertising and other large-screen splicing market applications, small-pitch LED contrast LCD screen, OLED is still very advantageous. However, when the future OLED technology is perfect and the production cost is reduced, it will definitely affect the LED. Therefore, these years will be an opportunity to combine LED and AR / VR technology.
VR/AR is currently combined with small spacing
As can be seen from the above, the small-pitch LED screen as a display terminal and display medium has its own advantages and disadvantages when it is combined with AR/VR technology. So what is the combination of VR/AR technology and small-pitch LED technology at this stage, let's take a look at the actions of major listed LED screen companies.
For the combination of VR/AR technology and small-pitch technology, the most optimistic is Liard. From the acquisition of Heijing Information Technology Co., Ltd. at the beginning of the year, he signed a strategy on “Virtual Reality Technology Innovation and Application†with Chuan Dazhi. The cooperation agreement, and now investing in Jinan Xinfu Information Technology Co., Ltd., all this shows that Liard is optimistic about the combination of the two.
Unlike Liad, which is strongly involved in the VR/AR industry, LED display companies such as Ai Biesen, Lianjian Optoelectronics, and Alto Electronics are still on the sidelines of VR/AR technology, but they all say they will pay close attention to VR/AR. And other new technology development.
It is not difficult to see that for the VR/AR technology, the LED display company is a resident, and many wait and see. Why is there such a big contrast? In fact, I think about it because there is no application case for the feasibility of the integration of virtual reality technology and small-pitch development. From the commercial point of view, most LED screen companies I have not seen the benefits of the convergence of virtual reality technology and small spacing.
Many companies are also waiting to reflect the lack of innovation in the LED display industry. It is undeniable that perhaps when the market is not clear, waiting may be the best choice, but only follow the footsteps of the predecessors, and perhaps never have a chance. Go beyond him. In fact, with the advent of the AR/VR wave, LED display companies do not need to wait and see, wait, and should be arguing with hundreds of flowers.
Conclusion: It is not difficult to see that AR/VR technology will become the next vent, which is both an opportunity and a challenge for small-pitch LED screens. The opportunity lies in its vast application market, and the challenge is how to establish a profit model between the two. But the opportunity will always only favor those who are prepared. In the face of the wind, the LED display company should take the initiative to meet, to create a business model similar to Internet + AR / VR + or other.
In fact, for LED companies, in addition to the combination of virtual reality technology, small-pitch LED display technology can be combined with other technologies, in the grafting and integration of technology, whether it can promote the rapid development of the LED display industry, We are worth thinking about.
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