AR technology triggers a new round of "gold rush"
The mobile game "Pokemon GO" is hot, and the "high-cold" augmented reality (AR) technology has been successfully implemented for the public. When the player captures the "elf" in the real scene through the mobile phone camera, he feels the revolutionary user experience brought by this new human-computer interaction platform.
As a result, technology giants and investors have seen the huge market potential of AR technology. After the virtual reality (VR) industry became the battlefield for capital competition, the AR “gold rush†has also begun.
The follow-up effect caused by "small play"
The success of "Pokemon GO" makes people see the possibility of "incorporating a virtual world into the real world" to bring profits. Entity merchants set up the wizard "bait" to increase passenger flow, related theme movies began to shoot, a large number of AR games were intensively developed, and many technology giants have recently expressed their willingness to push AR technology...
“AR pulls people out of the small screen and puts them into a more natural physical space. On this basis, a lot of offline related services can be derived, including bringing business and social value by controlling the flow of people.†China AR Startup Company Liao Chunyuan, co-founder and CEO of Taiwan, said.
Following Microsoft's Hololens glasses and Google Glass, another technology giant joined the AR hardware competition, CPU giant Intel recently announced that its AR glasses "Remote Eyesight" will be released next month at the Intel conference.
Apple CEO Tim Cook recently said that Apple has and will continue to invest in AR. He believes that Pokemon GO is "a proof of innovative applications and the development of the entire ecosystem."
Facebook CEO Zuckerberg also told the media that although AR still has some technical problems to be solved and lags behind VR in commercialization, it is expected to launch a similar VR helmet Oculus Rift in the next five to ten years. AR mature products.
"Since 2015, it seems that every few months there are big events about AR in the circle of friends, from Google Glass, Microsoft HoloLens, to AR startup Magic Leap based on the light field technology projected 'big whale' Video, this is actually in the 'education' market, stimulating many potential application needs," Liao Chunyuan said.
Next generation computing platform
Perhaps the use of "smooth and silent" to describe the penetration of general computing platforms into people's lives. The earliest human-computer interaction interface was a monotonous DOS system and keyboard. Windows then began to use a graphical interface and mouse. Today, the smartphone platform and mobile Internet have become mainstream, and the user range and application scenarios have been greatly improved.
“The smartphone screen is small and does not support natural interaction, so it is not the ultimate. Only AR can break through the entire physical world. The near-eye display allows people to carry a 60-inch virtual large screen with them, and can also support the language and movement between people. Natural interaction," Liao Chunyuan said, AR has the potential to become the next major general-purpose computing platform.
"Virtual and real combination" is the core of AR. If VR technology is to put people completely in a computer simulation of the immersive virtual world, then AR technology is to analyze the position and angle of real things through the camera, superimposed virtual images in the real world.
According to Gu Xianfeng, a professor of computer science at the State University of New York at Stony Brook, the AR technology threshold is higher than VR. To integrate virtual objects with real scenes, you need to sense the geometric information of the surrounding environment in real time. To track the position and posture of the head, Real-time location and map construction technology (SLAM) is needed; to realize the interaction between human and AR system, it is necessary to identify the gesture in real time. This is a technical difficulty for AR to be upgraded, but the success of Pokemon GO makes people realize "AR technology has been able to change the game's model when technology is not yet mature."
Liao Chunyuan believes that VR's key virtuality can be used to separate people from the physical world and to be separated from the physical world. It is suitable for entertainment, live broadcast, and movies. The focus of AR is on reality. It is superimposed on the basis of reality and cannot be separated from the line. Scene operations, so there are more widely used scenarios in real life, such as navigation, industrial design, tourism, education, health care and so on.
According to a report released by market research firm Digi-Capital, by 2020, AR's market size will reach 120 billion US dollars, much higher than VR's 30 billion US dollars.
China seeks a "single point breakthrough"
Chinese investors have also begun to rush to the AR field. Shortly after the "Pokemon GO" game was launched, a large number of brokerage groups visited the AR company, and Liao Chunyuan had received many batches.
“In 2013 and 2014, everyone still didn’t know much about AR. But after 2015, especially recently, a lot of capital has already begun to be laid out. The VR heat is starting to be a bit flat, and AR is becoming a hot spot for everyone’s attention,†Liao Chunyuan said.
In February of this year, Magic Leap announced that it raised $794 million from a new round of financing, led by Alibaba; Lenovo and Tencent invested in Silicon Valley's popular AR startup META. In 2012 and 2014, Baidu registered two AR patents for augmented reality methods and systems for mobile terminals. Its deep learning lab has also been developing and applying 3D computer vision technology.
With the domestic VR industry has achieved a different initial industrial chain layout from hardware equipment, content production, distribution platform, etc., domestic AR start-ups are still in the exploration stage, mainly concentrated in the AR application level, can simultaneously do the underlying development platform and intelligence There are still a handful of companies that have hardware such as glasses and have officially released their products.
"Although in terms of advanced nature, China still has a little gap with the United States as a whole. After all, the United States has been involved earlier. But China is growing fast, and startups will do some differentiated work, which can be surpassed in a single breakthrough." Liao Chunyuan Say.
Liao Chunyuan believes that the core of AR is artificial intelligence and computer vision. In the world, the Chinese are "not bad at all" in this respect. In terms of image recognition, face, gesture recognition and other basic technologies, the gap between domestic and foreign has rapidly narrowed, and there has been a trend of catching up.
In Gu Xianfeng's view, from a technical perspective, China's hardware development speed and scale are currently catching up with Europe and the United States. In the future, the AR industry will be able to compete with Europe and the United States. "This requires the support of national policies, the support of education, and more. The input of young people."
In addition, China's huge mobile market and consumers help new technologies spread quickly. “It does not mean that a product cannot be productized until it is fully mature. It can optimize the technology and data for specific application scenarios, and achieve productization and commercialization. When such points are more and more, they will eventually become a line. In the face, there are AR figures in every corner of life," Liao Chunyuan said.
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