VRAR，炒作，还是热门业务？（英文）_34页-7mb

Summary of the VR/AR Market Report (2017)

Core Content

This report explores whether Virtual Reality (VR) and Augmented Reality (AR) are merely a hype or represent a serious business opportunity. It provides an analysis of the VR/AR market's development from 2016 to 2017, including the current status of the market, the value chain, and the perspectives of users and developers. The report also compares 2016 forecasts with actual results and highlights the potential for growth in both VR and AR technologies.

Main Points

1. Definition of VR, MR & AR

• Virtual Reality (VR): Simulates a reality based on 3D models within a computer.
• Mixed Reality (MR): Combines the actual world with a virtual one.
• Augmented Reality (AR): Adds information to the actual world.
• These technologies enable new forms of interaction and communication, allowing users to engage with virtual environments or enhance real-world experiences.

2. Horseless Carriage Syndrome

• A common adoption challenge where users revert to familiar technologies when faced with new innovations.
• This phenomenon is observed in VR/AR, as the market is still in its early stages, much like the Internet in 1995.
• Early adopters have the opportunity to understand the potential of these technologies better.

3. The Emerging Value Chain

• The value chain for VR/AR is divided into three segments: Infrastructure, Tools & Platforms, and Content.
• Infrastructure: Hardware for VR/AR, such as head-mounted displays (HMDs), is evolving rapidly.
• Tools & Platforms: Initially limited, these tools are becoming more accessible and user-friendly, similar to how the web evolved.
• Content: Currently limited in both quantity and quality, but expected to grow as the market matures.

4. User and Developer Perspectives

• Users: Deploy VR/AR in various applications like training, maintenance, and logistics.
• Developers: Focus on creating infrastructure, tools, and content. The majority are active in the Industry sector, which includes engineering, manufacturing, and production.
• AR vs. VR: AR is expected to have broader applications due to its ability to enhance real-world environments with useful information.

5. Market Performance in 2016

• VR Market:
  • Oculus Rift: Delayed shipments and high costs limited sales.
  • HTC Vive: Outperformed projections, shipping 420,000 units.
  • Google Daydream: Had poor software adoption despite hardware sales.
  • Samsung Gear VR: Surpassed expectations, shipping over 5 million units.
  • PlayStation VR: Underperformed due to technical issues and supply constraints.
• AR Market:
  • Lacked infrastructure and native support on smartphones.
  • Pokémon Go demonstrated significant growth potential for AR.
  • Major companies like Apple, Google, and Microsoft are investing in AR development.

6. Market Research Findings

• Respondents: 613 individuals participated, including developers and users.
• Geographic Distribution: Most respondents were from the Netherlands, Belgium, and Germany, with a concentration in the Eindhoven region and Rotterdam.
• Sector Distribution:
  • Users: 45% in the Industry sector (up from 27% in 2016).
  • Developers: 8 percentage points increase in the Industry sector, and a 20 percentage points decrease in the "Other" sector.
• Perception: 86% of respondents believe AR/VR is useful for their business, compared to 91% in 2016. A 14% increase in respondents who do not see value in VR/AR was also noted.

Key Information

• Market Potential: The report suggests that VR/AR could revolutionize how people interact and communicate, similar to the Internet and smartphones.
• Challenges:
  • Limited and inconsistent content.
  • High costs for hardware and software.
  • Lack of native AR support on mobile devices.
• Opportunities:
  • Early adopters can capitalize on the market's growth.
  • New platforms and tools are expected to make VR/AR development more accessible and cost-effective.
• Forecast Discrepancies:
  • Projections from 2016 were not fully accurate, with actual VR revenue only reaching 65% of the original forecast.
  • The report highlights the need for clear and uniform terminology in market analysis to avoid misinterpretation.

Conclusion

• VR/AR is still in its early stages, much like the Internet in 1995.
• While the market has not yet reached its full potential, there are promising signs of growth and adoption.
• The report concludes that VR/AR is not just a hype but a serious business with real potential, especially in sectors like engineering, manufacturing, and healthcare.