In the first half of this year, a VR TV launched by Stormwind Technology triggered a discussion on the “subversion or speculation†of the color TV industry. Half a year later, China's mainstream color TV manufacturers have not yet launched VR TV, but have quietly deployed in the field of VR integrated machine, which makes VR heat accelerate to the field of color TV. However, for color TV manufacturers, while innovating, it is necessary to take into account the improvement of the user experience, in order to truly explore the "rich mining area", rather than falling into the strange circle of playing concepts.
VR TV market fever is not up to expectations
After Stormwind launched its first VR TV, VR TV did not seem to be favored by the color TV industry. Apart from Storm Technology, mainstream color TV manufacturers did not launch VR TV, and the market fever did not meet expectations. "In fact, VR is meaningful, but VR TV seems to have no epoch-making significance." Wen Xiaojun, deputy director of the CCID Institute of Electronic Information Industry, told reporters.
In fact, for what is VR TV, the voice of doubt is continuous. The so-called VR TV should be a combination of VR technology and TV platform, whether it is from hardware, content or viewing mode, we must achieve VR experience. So at this stage, is VR TV a breakthrough in technology and innovation, or is it just a marketing campaign?
Storm TV CMO Lu Shengbo said in an interview: "VR TV is not a concept product. VR experience has a very high standard for computing power. Supporting VR experience means that TV performance and computing power are on the top. Steps. In terms of computing power, we will continue to upgrade, so that the computing power of TV beyond the mobile phone."
Lu Shengbo admits that the biggest bottleneck of VR is still the content bottleneck. The current VR video content is mainly based on short films and UGC, and there are not many VR games. Storm TV and Storm Mirror will work together to promote the development of the VR content industry.
Although color TV manufacturers have made a fuss about technological innovation this year, color TV manufacturers are more cautious about launching VR TVs than storms. Among the six major color TV brands, no one has yet launched VR TV, only Skyworth has tried on AR TV.
"Compared to VR, we are more optimistic about the application of AR technology on TV." Liu Weizhi, vice president of Skyworth Group and president of color TV business unit, said in an interview that 3D TV failed because it never solved the problem of wearing glasses. . VR also has to solve the problem of dizziness. In this regard, AR's application on TV does have its own uniqueness.
Targeting the VR machine market
Faced with the huge VR market prospects, color TV manufacturers are not willing to give up opportunities. Although there is no fuss on VR TV, color TV manufacturers have been deployed in the VR field. Their strategy is aimed at the VR machine market, and hopes to establish their own ecology through the independent platform of the VR machine. Since the second half of this year, TCL, Changhong, Hisense, Kukai, Xiaomi, etc. have begun to accelerate the research and development of VR technology, and even some brands have already launched some VR all-in-one products.
Among them, Alcatel of TCL Communication launched its first VR integrated machine VISION, and cooperated with Jaunt VR, Magic InteracTIve Entertainment and Fraunhofer to provide users with rich VR content. Cool Open VR integrated machine pays more attention to halo The problem of glare uses the head motion trajectory prediction algorithm and multi-picture buffer technology; the millet glasses product emphasizes the comfort problem of wearing on the head. In addition, the reporter learned in the interview that Hisense is also accelerating VR research and development. The Changhong VR project team mainly explores the problem of user health experience and the application of VR in the field of smart medical care.
"We think that the VR all-in-one is the future direction, and the portability is also good, but there are still big obstacles in computing power and comfort at this stage. The delay optimization problem of hardware and software also needs to be solved. To enter the VR market, mobile VR Is a low threshold product. In the field of mobile VR, mobile phone manufacturers have more advantages, they will be easier to solve the problem of delay and smear." Xiaomi VR general manager Tang Mu said.
In fact, the current VR all-in-one solution has many drawbacks, and it is even less immersive than the PC-side VR helmet. This is why the three major VR head-end manufacturers such as Oculus, Sony and HTC are not eager to introduce the VR all-in-one. In addition, the core components of the VR all-in-one processor, motherboard, battery, display, etc. all use smart phone solutions, so the problem of poor cooling and endurance of smart phones, VR integrated machine still exists.
Yan Xiaolin, chief technology officer of TCL Group, said that VR's display technology includes display screens, materials, processing and chip technology. High refresh rate chips require a lot of customization. Therefore, VR is more of a cross-border technology, which is the integration and integration of technology. TCL focuses on VR all-in-ones, accessories and displays, with the goal of improving the weight and comfort of the VR all-in-one.
Mining artificial intelligence + VR rich mining area
Whether it is VR TV or VR all-in-one, this is the innovation of the manufacturers in the products, but for the color TV industry, there is no shortage of conceptual products, 3D TV, cloud TV, etc. have become the victims of the color TV industry concept war. Therefore, for color TV manufacturers that want to enter the VR market, what they need to do is to enhance the user experience and provide consumers with a better way of interaction.
Yan Xiaolin said that TCL is mainly a terminal and pays more attention to the experience of VR. 3D TV may cause a series of adverse effects such as dizziness and vomiting. The problem of VR will be increased by an order of magnitude compared with 3D, and the factors caused are more complicated. The interaction mode of VR has just begun to evolve, and its resolution, refresh rate, and rendering ability of the GPU need to be improved.
"Despite the difficulties in doing VR, color TV manufacturers are willing to try in new areas such as VR, AR, artificial intelligence, etc. Now there are fewer new lights in the color TV market, and it is foreseeable that this will be a hot spot in the 2017 color TV market. Peng Xiandong, general manager of the Consumer Electronics Division of Zhongyikang, told reporters.
Despite this, we still have to remind manufacturers that while innovating technology, we must also consider the improvement of user experience. For example, to enhance the experience of the VR all-in-one must consider the interaction mode, mobile gesture recognition faces the challenges of high computational complexity, stable tracking and background anti-interference, and now the scope of gesture recognition is limited, and the experience is not natural. In addition, the scenes and experiences of TV in the future will be diversified. Only by innovating more service content and forms can we provide more and better new experiences of big screen entertainment.
Yan Xiaolin said: "From the perspective of R&D, the VR research problem we are facing now is all-round, and the whole industry is like this. But the combination of artificial intelligence application and VR is a rich mining area, and there is still a lot of space."
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