Samsung will exclusively broadcast Olympic virtual reality video to further promote VR equipment
According to foreign media reports, the Maracana Stadium in Rio de Janeiro, Brazil, accommodates more than 78,000 seats, and lucky sports fans will be able to participate in the opening ceremony of the 2016 Summer Olympics on August 5. With the virtual reality helmet, the company's best place to watch the opening ceremony should be the sofa in the user's home, because this device will give users an immersive experience.
By joining hands with Comcast's NBC Universal and Olympic Broadcasting Services, Samsung Electronics will provide sports fans with Olympic virtual reality video broadcast services for the first time, including opening and closing ceremonies, diving, basketball, track and field, gymnastics and other projects. .
Many people, including Facebook CEO Mark Zuckerberg, now view virtual reality as the future of technology. The technology is expected to change the game, live sports, and the way users work. Virtual reality technology is still in its infancy, and no one can figure out how to achieve revenue generation through this technology. Samsung Electronics' current investment is only experimental, with the aim of preparing for the Winter Olympics in Pyeongchang, South Korea in 2018.
To some extent, Brazil is the perfect testing ground: the Olympics has historically been a place to showcase new technologies. According to the information provided in the book "Olympic Review", the 1984 Los Angeles Olympics launched an e-mail; Seiko demonstrated the company's quartz timing system at the 1964 Tokyo Olympics.
"Samsung Electronics has a certain significance in testing virtual reality technology as early as possible, which allows the company to lead in this field," Morningstar analyst Dan Baker said. “Being ahead of the curve of technology development, we can get better returns and profit margins.†However, Samsung Electronics, which has become the top sponsor of the Olympics since 1998, is currently facing many obstacles.
Expensive equipment
Although Samsung Electronics won the exclusive virtual reality broadcast rights of the 2016 Summer Olympics through NBC, only about 80 hours of the program will be played through virtual reality technology in about 6,700 hours of events. Moreover, these programs need to be delayed for one day to play. More importantly, viewers need to buy the Gear VR helmet from Samsung Electronics for $100, a Samsung Galaxy smartphone for about $850, and pay cable fees to NBC and download NBC Sports. application.
Brazilian citizens can watch the Olympics through the live show of the country's media giant Globo, who will not be able to use NBC's virtual reality video. Samsung Electronics promoted virtual reality technology during the Brazilian Olympics, including the establishment of 13 so-called Galaxy studios - one of which is located on Copacabana Beach. Samsung Electronics hopes that Olympic visitors can experience the company's virtual reality technology in these studios and become fascinated with this technology.
The experience of virtual reality is completely different from what most people felt before. The ground and air conditioner that the user's foot touches blows the skin, and is the only thing that reminds the user that they are not standing on the runway where Bolt flies. The 360-degree panorama allows the user to turn his head and see Bolt flying to the finish line and cheering the audience.
After the growth of high-end smartphone business slowed down, Samsung Electronics turned its attention to virtual reality technology. As competitors such as Apple enter the virtual reality and related augmented reality areas, Samsung Electronics hopes that the high-profile investment in the Olympic Games will divert the attention of consumers and make virtual reality one of the main driving forces for the company's growth.
Mario Lafitte, vice president of marketing and corporate affairs at Samsung Electronics, said, "The Olympics will provide additional power to virtual reality technology. The technology has indeed set off waves."
Chicken and egg problem
In the process of developing virtual reality technology, Samsung Electronics is facing the "22nd military regulations": because it only has 1 million monthly active users, Samsung Electronics must increase the number of Gear VR audiences to develop content; but it is not good at first. Content, this company is unlikely to attract more users. The Olympic Games can help Samsung Electronics from the above two aspects.
This same puzzle applies equally to advertising revenue: advertisers want to ensure that enough consumers see their content so they can invest in new technology. Morningstar analyst Baker said, "Events like the Olympics and the NBA can perfectly promote the development of virtual reality technology."
Even if the content is enriched, there are some obstacles in virtual reality technology itself. Early users have complained that there are many problems with virtual reality devices, including overheating of mobile phones, dizziness, and so on. Although the image of virtual reality is quite good, it always reminds people of the early TV. The virtual reality image has not yet reached the level of high definition, allowing users to see every drop of sweat falling on the basketball player's face. In addition, there are problems with the hardware of virtual reality. People don't like heavy, space-consuming devices, but today's virtual reality helmets are like this.
Brad Allen, CEO of NextVR, which runs live delivery services through virtual reality, said, "On the hardware, we are still in the era of Big Brother. When there are some really cool, ultra-light glasses on the market, People will never use previous products."
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