The iPhone or the introduction of AR (Augmented Reality) technology in the next generation of products has triggered the re-activity of A-share AR concept stocks. On March 6, Jinfu Technology went up, Lansi Technology rose more than 5%, and Han's Laser rose more than 5%. Discussions about AR, VR (Virtual Reality) technology have heated up.
The development of AR and VR seems to have reached a period of swaying and differentiation. On the one hand, VR venture financing entered a low tide, and the once popular VR glasses box was cancelled in Huaqiang North. 
In addition, recently, the global innovation leader of the VR industry, Facebook's Oculus decided to reduce the price of the Rift helmet from $599 to $499, the price of the touch controller from $199 to $99, and the price reduction of the entire VR device by 25%.
But Facebook pointed out at the February earnings analysis meeting that the company's attitude toward VR has not changed. Founder and CEO Zuckerberg wants investors to be patient, and Facebook is ready to “invest in huge amounts of money†in the VR space, even if Oculus does not generate profits for a while. Zuckerberg said that it takes 10 years for the public to accept VR.
In August last year, market research firm IDC announced the "Global Augmented Reality and Virtual Reality Expenditure Semi-annual Report", which expects global augmented reality and virtual reality market revenues to reach $162 billion by 2020. However, it may be affected by the cold winter of VR capital. In IDC's latest market forecast report, IDC lowered its 2020 augmented reality and virtual reality market size forecast, which is $143.3 billion.
On the other hand, the tuyere has slowly turned to AR, which is probably the biggest thing for venture capitalists to break through in 2016.
Last year, the Shenzhen game company Dreamworld, which was delisted on Nasdaq’s privatization, recently invested in two overseas companies, namely Zappar, a UK-based creative product that promotes augmented reality (AR) and virtual reality (VR). Zappar's main technology is to interact with consumers through AR technology on commodity packaging. For example, consumers can scan the packaging of Coke bottles, and mobile phones can jump out of AR video. Another San Francisco-based Proxy42, whose core technology is to connect and enhance sensors for iOS or Android smartphones via Bluetooth, infrared projection and sensing technology. Enhance the AR connectivity of smartphones by using sensing technology.
Chuang Guantian CTO Guan Yu told reporters that it seems that AR's technical space is larger than VR. The AR technology has a small dependence on hardware, a wider application range, and a longer contact time with the user; VR is limited in the possibility of wearing a helmet because of the limitations of the helmet, and the device penetration rate is insufficient. About 10 million people invest in AR and VR technology each year, and the investment ratio of the two technologies is about 7:3.
Once ignited the game market, the AR game "Pokemon Go" (Pokemon Go), jointly developed by Nintendo and game company NianTIc, broke through 650 million in the global market. However, in the Chinese market, there were restrictions on access. In January, the competent department of the State Administration of Radio, Film and Television stated that there was an uncertain risk factor for Pokemon GO, and similar games were not approved. For a time, the prospect of AR seems to be a fog.
"We think that in the next 3 to 5 years, AR games will break out. Pokemon is not really a real AR game. Good products have not yet appeared. Based on hardware maturity judgment, AR technology application will break out within 3 years, and the mobile phone will be A transition. After 3 to 5 years, more convenient equipment should be up. But in the end, this technology will transition to MR (mixed reality technology), combining the real environment with the virtual environment, such as you bring a pair of glasses Going to the supermarket, there is extra information about the goods placed, you can see it on the glasses." Guan Yu predicted.
The more inspiring news is that AR has more giants involved in the hardware industry. According to a recent research report released by UBS, Apple has a team of engineers with more than 1,000 people in Israel. Their research and development content is related to augmented reality. UBS also pointed out in the report that they expect Apple to add the AR features they developed in the new iPhone this year.
UBS analysis, Apple has completed several acquisitions of AR technology in recent years, including: PrimeSense (Israel 3D Induction Company); Metaio (German software development company, users can fill the object "out of thin air"); RealFace (Israel Cyber ​​Security and Face Recognition Company). UBS believes that AR technology will enter the iPhone as early as this year, and Apple may have prepared a 3D map and AR software development kit.
Domestic mobile phone companies are also actively deploying. As the shareholder of Dreamworld, Lenovo's tango flagship mobile phone will integrate AR sensors to bring more support to AR scene interaction.
IDC senior analyst Zheng Xi said that because the pre-investment fever is too high, and the prospects of VR industry leaders are uncertain, VR investment is currently entering a cooling-off period, and VR industry investment is transferred to investment content platform, peripheral equipment or eye recognition. The underlying technology.
"Overall, AR technology is still immature. In the fourth quarter of last year, the global sales of AR equipment was only 48,000 units, which is much smaller than VR, but the market is undergoing some changes, such as the participation of mobile phone manufacturers. Current market forecast The iPhone will recognize the depth of field through dual cameras, and truly create AR interactions. Currently, Huawei and Lenovo are working hard in this direction. In 2017, the market hopes to see the performance of AR applications on mobile phones.†Zheng Xi said.
Guan Yu believes that "with the eyes of investment, we must have certain reserves and accumulations in cutting-edge technology, because every time new human-computer interaction technology emerges, it will bring about industrial upgrading." From the computer Appeared, the introduction of the mouse; the emergence of smart phones, resulting in new human-computer interaction; AR technology will trigger important changes in the next personal computer interaction. In the game market, it is also likely to cause changes in the traditional distribution pattern; in the marketing market, it will also be an innovative way of interaction.
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