Heavy | China AR Industry Application Research Report 2016

Wu Enda, Baidu's chief scientist, said AR's next step is AI.

So, how do you understand AR, AI, and the VR that is on the air?

And listen to Analyst Analyst for your interpretation from the perspective of human-computer interaction.

This report will start with the technical characteristics of AR, study the industrial logic behind the technology, and discuss the road to commercialization of future AR through research on representative domestic AR market start-up vendors.

Breaking the screen, integrating virtual reality and natural interaction are the most important features of augmented reality technology.

Breakthroughs in core technologies, favorable policies, extensive industry applications, and changes in the way of interaction promote the rapid development of augmented reality technology.

Technology-driven features determine that the augmented reality industry will experience a longer technical dividend period.

Taking advantage of the trend, combining its own advantages, identifying the right technical application scenarios and providing incremental value is the key for entrepreneurs to enter the augmented reality market.

1, virtual integration is the most important feature of AR technology

æŠ•å°„ Projecting virtual scenes into reality is the main feature of augmented reality

Augmented Reality (AR) technology: Computer vision technology and artificial intelligence technology are used to generate virtual objects that do not exist in the physical world, and the virtual objects are accurately "placed" in the real world. Through a more natural interaction, the user is presented with a new environment with a richer perception effect.

Accurately overlaying virtual information in the real world to achieve virtual reality fusion is the key feature of augmented reality that is different from [color=rgb(68, 68, 68) !important] virtual reality.

âž Computer vision, virtual reality integration, human-computer interaction, and display output are the basis of augmented reality technology

The technical principle of augmented reality is that: through the camera to collect real-world images, people can input instructions to the device through voice and gestures, and the computer uses computer vision technology and artificial intelligence technology to realize the understanding of the surrounding environment and identify the interaction at the same time. After processing by the rendering engine, the output is finally displayed through the display technology to achieve the effect of virtual integration.

âž‚ More natural human-computer interaction depends on the maturity of artificial intelligence technology

Analysys Analysys believes that the core of augmented reality is human-computer interaction, and as its underlying artificial intelligence technology plays an important role. Augmented Reality (AR) can be considered a visual presentation and interaction of artificial intelligence (AI).

The near-eye screen represented by smart glasses may be the direction of future augmented reality (AR) hardware

There are two aspects of AR hardware that warrant attention.

Vehicle head-up display (HUD): Combines with driverless technology and AR services based on LBS geolocation.

AR smart glasses: The interaction based on the first perspective is more natural.

There are currently three types of mainstream augmented reality products on the market. They are a head-mounted display, a handheld mobile terminal, and a space display represented by a head-up display for PCs and HUDs. In terms of market penetration, PC monitors and mobile terminals are slightly higher than head-mounted displays represented by AR glasses. However, because the AR glasses break through the limitations of the screen, the entire physical interface may become the interactive interface of the AR in the future.

Analysys Analysys believes that near-eye screens represented by AR glasses may be the direction of future augmented reality hardware.

2. Multiple factors promote the rapid development of AR technology

Many factors promote the rapid development of augmented reality technology

âž Advancements in artificial reality technology, computer vision technology, and the accumulation of big data have driven breakthroughs in augmented reality technology

The core technologies for augmented reality are computer vision and artificial intelligence. In recent years, breakthroughs have been made in related technologies. On the one hand, the accuracy of deep learning algorithms based on neural networks in visual recognition is over 95%. On the other hand, massive data in the Internet age also provides data foundation for deep learning algorithm training.

âž‚ "Policy Bonus + Market Education" Two-wheel Drive Augmented Reality Technology

In 2016, there are two signals that are positive for the augmented reality market. First, artificial intelligence technology has been promoted to the level of national policy, which will greatly promote the implementation of augmented reality technology. Second, an AR+LBS game called PokÃ©mon GO is on fire all over the world, accelerating market education for augmented reality.

The characteristics of the integration of virtual reality and reality promote the application prospects of augmented reality technology industry

Because augmented reality (AR) has stronger tool attributes, it has broader applications in the enterprise and consumer markets.

In the enterprise market, such as military, security, industrial maintenance and other fields, AR can be used for remote expert guidance. In the medical field, AR eyeglasses can be worn to perform live operation or assist teaching of the first viewing angle. In the field of education, AR can be used to three-dimensionalize two-dimensional images and superimpose some information on them, which can effectively solve the problem of knowledge transfer.

In the consumer market, there are AR+LBS games, such as PokÃ©mon GO, which was very hot some time ago. Shopping malls can use AR for stereoscopic marketing. In tourism, they can also integrate with LBS's geographical information to achieve the integration of online and offline information. The future can even extend to social and other fields.

âž„ Augmented reality technology will integrate online information and offline physical operations

One of the essences of augmented reality (AR) is to merge the two parallel worlds of virtual and real, blurring the boundaries on the line.

In the Internet age, the issue of asymmetric information on offline and online has become increasingly serious. The emergence of AR just can break this boundary, allowing people to access the physical information online, at the same time, access to online information has become more natural. This direct visual manifestation is the integration of truth and reality.

âž… The scale of the augmented reality market will reach 100 billion, and the market potential is unlimited

The market for augmented reality has great potential. Digi-captical predicts that by 2020, the AR/VR market is expected to reach US$150 billion. The AR will occupy the largest share of 120 billion US dollars. So far, the total investment of major technology companies in the AR/VR direction has reached 2 billion U.S. dollars.

In the augmented reality revenue source forecast, hardware will account for the largest share. This shows that the early AR market is still in a technology-driven stage and will experience a longer technical dividend period.

Demand for more natural human-computer interactions drives the growth of the augmented reality industry

From the computer development process, every human-machine interaction revolution has brought about a huge industrial revolution. From the early days of the mouse and keyboard PC Internet era to the touch screen to achieve interactive mobile Internet era, and then to the future of artificial intelligence era, an overall trend is: from screen to no screen to everything is screen, from touch to No touch. The interaction tends to be naturally smooth, and human-computer interaction becomes more like human interaction.

This puts forward requirements for the next generation of personal computing platforms: first, break through the screen. Interactions should take place throughout the physical world. Second, the combination of actual and actual. Especially in the mobile state, people living in physical space need more convenient real-time online information. Third, natural interaction. Speech, gestures, and images can all become the entrance for future interactions. And these three demands finally point to augmented reality.

3, China's AR market is in a hot start

âž€The underlying platform and technology, hardware, content, and industry applications form the main body of the augmented reality industry chain

The current augmented reality industry chain has technology-driven features, and core underlying technologies such as artificial intelligence technology and computer vision have constrained industry development. However, the industry application based on demand is a closed loop that combines technology, hardware, and content. It is the focus of future development.

Giant giants based on their own business ecosystem, preemptive layout of the underlying technology in the laboratory or mergers and acquisitions

âž‚ Start-up companies focus on hardware components represented by smart glasses

âžƒ The Augmented Reality Market is in a hot start

After experiencing the laboratory's exploration, augmented reality (AR) technology began to move toward the industry. The most representative example is the release of Google Glass, originally planned for 2013, to push AR's market education to a climax. But then, in 2015, Google announced the suspension of the "Explorer" project, and the AR market temporarily entered a trough.

Analysys Analysys believes that the AR market is still in a technology-driven phase and will experience a longer technical dividend. In the next 1-3 years, more manufacturers will enter the AR market. With the maturity of the underlying technologies and the improvement of hardware devices, AR technology will be applied to more scenarios, and industry application solutions will be increasingly rich. When AR's overall industrial chain can build a platform that combines software and hardware and collects a large amount of high-quality content, it will usher in the real outbreak of AR.

å•†ä¸š Commercialization of augmented reality technology also faces some obstacles

4, the right time and point is the key to enter the AR market

The point in time when you enter the market depends on your grasp of business opportunities.

Identifying changes and changes in the industry, grasping opportunities, and taking advantage of actions is the key to cutting into the augmented reality market. In the past 30 years, humans have experienced the PC era represented by IBM and Microsoft, the Internet era represented by Google and BAT, and the era of mobile Internet represented by Apple and WeChat. Among these, what is changing is technology and it is a hot market. What remains unchanged is the big trend. Behind the upgrade of entertainment and consumption, there is a demand for changes in tools and more natural interaction. The future will meet this demand is likely to be the next generation of personal computing platforms - augmented reality.

For start-up vendors:

Clearly identifying its own needs and identifying industry needs is the key to cutting into the augmented reality market

Analysys Analysys believes that in the process of identifying requirements, the following issues need to be addressed.

First, it is clear about its positioning. Follow the industry's own business logic to provide incremental industry value and enter the industry as collaborators rather than as disruptors.

Second, find out exactly what you need. The promotion of technology must be combined with real scenarios, through small-scale trial and error, and the product is quickly iterated for user feedback. To plunge a little, do not blindly pursue a large and complete.

Third, find common opportunities across industries. Through the cumulative sinking of technology, a platform-based business model that can be quickly replicated at a lower cost is found. At the same time, it is good at using the resources of the industry. With upstream and downstream resources, use existing channels to achieve product promotion and deployment on the ground.

âž‚ For start-ups who want to enter the enterprise market

Following the logic of the industry and providing incremental value and solving the problem of â€œsafety-increasing production-increasing efficiencyâ€ may be a feasible way.

A typical enterprise - Bright vision: Integrating traditional industries with integrated roles to provide incremental value

Brilliant vision: AR glasses + industry solutions, enter the enterprise market, seek a platform for business model

Through the combination of smart glasses and industrial solutions, bright and bright vision cuts into the fields of power inspection, mobile security, and surgical live broadcast. Trying to get out of a "comprehensive as a starting point, combining software and hardware, can quickly complete the technical sink and platform for the reproduction of" commercialization.

âžƒ For start-ups who want to enter the consumer market

Can identify the strategic direction and timing of benchmarking companies or platform-based companies, use large companies to educate the market, select the right time to cut in; identify product breakdowns and scenarios based on product characteristics; plan project cycle based on product roadmaps Complete the product iteration.

A typical company - OTU Technology: C-end users as a breakthrough to promote the commercialization of cool mirror

Otto Technology is a typical augmented reality company that takes the consumer market as a breakthrough. Currently choose to cut in from the live broadcast, hoping to achieve breakthroughs in market segments and scenarios.

OTU Technology is relying on cool mirrors to create an augmented reality ecological chain

Otto's strategy is called "spiral" three steps.

The first step is to satisfy the basic functions of the product, such as photographing, communication, and navigation, to achieve product landing. One can continue to use the user's habits, and second, can achieve a smooth transition from smart phones to glasses.

The second step is to add augmented reality information to this technology, and the product has begun to go into vectorization.

The third step is to open up third-party application platforms to dig deeper user social behavior data, continuously iterate products, and realize interactive innovation.

âž„ B2B2C may be the third alternative path

From the perspective of enterprise users, the B-type users are directly charged to ensure the continuity of cash flow. At the same time, technical sinking and C-class user data accumulation are completed, and technical and product iterations are continued.

Typical Enterprise - Bright Wind Platform: Building an Augmented Reality Platform Based on Algorithms and Technical Advantages

Brightwind is a technology-driven, market-driven company. What is adopted is a combination of software and hardware, and a platform for building a platform to reinforce the underlying technology of augmented reality.

Bright wind table: Soft and hard combination + build platform, use AR smart glasses as carrier, cut into entertainment, education and other fields

The features of the bright wind table are firstly cut in from the HiAR SDK, the core software development tool of Augmented Reality (AR), and embedded the AR SDK into the operating system; on this basis, the AR content platform and front-end browser are equipped. At the same time, smart glasses are at the core to expand industry applications in entertainment, education, tourism, and marketing.

Research Background

In 2013, Google plans to launch Google Glass, which has caused the market to focus on augmented reality (AR) technology. In July 2016, an AR+LBS game named PokÃ©mon GO once again set off the market. The agency even raised AR market expectations. The giants are bullish on the AR market and have laid out the underlying technology in advance to accelerate the AR market education.

At the same time, domestic augmented reality start-ups have entered the market and deployed the AR market first, hoping to gain a share in the huge AR market. How to select the right timing and link is a matter of great concern for entrepreneurs. This report is based on in-depth interviews within the industry and provides in-depth analysis and discussion of these issues.

Research Categories & Research Methods

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