"Black technology" refers to the evolution of more powerful or more advanced technologies and innovations, software and hardware integration, etc., including the improvement and upgrade of the existing technology and the experience of changing products. At the same time, "black technology" refers to all new hardware, new software, new technologies, new processes, new materials, etc. that make everyone feel "unclear" in life. Vr\ar is known as one of the "black technologies" that change the future.
"Our vr's project is basically not done, the future is the era of ar." Japanese media artist Masahiro Sato participated in the Tencent WE conference a few days ago, and explained to the China Securities Journal reporter the vr (virtual reality) dilemma and ar (enhanced) The rise of reality).
At the closing ceremony of the Rio 2016 Olympic Games, 33 graphics that used ar technology to change in the air corresponded to 33 Olympic Games, respectively. Therefore, ar technology has once again become a hot topic. When vr is subject to immersion and vertigo, the ar that advocates the fusion of reality and reality is in the screen.
Vr encounter bottleneckSince October, vr benchmark products have been operating frequently. Google held its autumn new product launch in San Francisco on October 4th. The most popular one was Google's first Pixel series of smartphones supporting the virtual reality Daydream platform, as well as Daydream View's head-mounted hardware. Oculus also held a developer conference in October to release new products such as OculusTouch and the vr all-in-one program.
Although the giants are working hard to build an ecosystem, the entire vr industry has cooled down compared to the first half of the year. In the first half of the year, HTC Vive and Oculus Rift were in short supply. Later, HTC Vive capacity was caught up, and Oculus Rift is now able to guarantee on-time delivery after solving component problems. However, the growth of these two products seems to be stagnant now.
A recent survey by Steam showed that only 0.18% of the huge Steam users owned HTC Vive and 0.1% owned Oculus Rift.
The domestic vr industry is also facing the same dilemma. It is reported that a newly established vr game company, the normal valuation is 200 million to 300 million yuan, but from the end of 2015 to the beginning of 2016, when the secondary market speculation vr concept is the hottest, the valuation has doubled. Now investors are thinking about how to retreat.
For the reason of vr cooling, the Ministry of Industry and Information Technology has pointed out in the "2016 Virtual Reality Industry White Paper" that the limitations of hardware technology, poor software availability, and limited application areas ultimately lead to less than ideal results.
At present, the problems of inconvenient and ineffective use of the vr device are still outstanding, and the processing speed of the hardware is far from satisfying the requirement of processing a large amount of data in real time in the virtual world. The price of related equipment is very high, and the cost of a helmet-mounted display plus a host computer is tens of thousands.
Affected by hardware limitations, virtual reality software development costs are huge and the effect is limited, and related algorithms and theories are not yet mature. In the fields of new sensing mechanism, collection and physical modeling methods, high-speed graphic image processing, artificial intelligence, etc., there are many problems to be solved, and the three-dimensional modeling technology needs to be further improved.
At present, virtual reality technology is mainly used in military and university research, and it is far from being applied in education and industry. In the future, efforts should be made to play a role in civil fields in different industries. In the aspect of virtual reality perception, there are many researches on visual synthesis, less attention to hearing and touch, lack of authenticity and real-time, and equipment based on smell and taste has not yet been commercialized. In addition, in terms of interaction effects, virtual reality technology and human natural interactions are insufficient, and the effects in speech recognition and artificial intelligence are not satisfactory.
Ar is more groundedVr is still in the early stages of development, and the industry has begun to propose the concept of ar. Use the words of the pot to explain the difference between the two: vr is not a real world, it is a virtual space, so it will require immersion and immersion, and ar is augmented reality, adding virtual in the real space. Information.
Nintendo's mobile game Pokemon Go is the best annotation of ar. It successfully rushed the house men and women to chase a lively "Pokémon" running in the streets of the city. Launched in Australia and New Zealand on July 7, the game quickly became a global topic and set a number of records.
The implementation of Pokemon Go is a class ar experience. Strictly speaking, it is not really ar. This game intercepts the more mature part of ar technology, that is, using mobile phone camera plus image recognition, combined with LBS technology to present the fusion of real scene and virtual image. The real ar game is to create a virtual image and realistic interactive experience, and put forward higher requirements for algorithms and hardware.
If strictly defined by ar, then ar technology can be based on vr, but the difficulty is even worse. At this stage, ar is mostly like Pokemon Go, but it is just a selection of mature technologies. But consumers are willing to accept and enjoy the virtual and real experience.
Providing a compromise between the ar experience when the vr hardware is still immature, this will help early market education and drive up the consumption upgrade. With the advancement of related technologies, mature ar hardware will provide an excellent "virtual and real" experience, and early market education will lead to consumption upgrades. ar hardware's vast application space and excellent interactive experience are expected to replace mobile phones and become the next generation of mobile. Computing platform.
According to market research firm Digi-Capital, virtual reality benefits from the immersive closed-loop experience's great appeal to gamers in the early stages of development, but in the long run, augmented reality has more powerful uses and a broader market. From 2018 to 2019, the ar market will exceed the vr market and reach $120 billion in 2020, four times the size of the virtual reality market.
Industry is accumulatingThe development idea of ​​ar cutting into the application market from the game field has been verified by the success of Pokemon Go. Currently, the mobile camera can achieve a light entertainment experience.
It is reported that the filter function provided by the retouching tool Snapchat can detect the facial features of a person and add a beard or achieve the effect of spitting a rainbow from the mouth. Similarly, the FaceU application launched by the domestic face team detected the user's facial information in real time and superimposed bunny ears and cartoon eyes, which set off a wave of trial experience on social media.
Ar technology has now been prioritized in the field of children's education. At the beginning of last year, the bear Xiong brand launched the "Pocket Zoo" cognitive card for children's early education products. Downloading the matching app and scanning the card in the mobile phone can make live, three-dimensional animals appear in the child's palm. Once launched, the product was sought after by parents, with sales exceeding 100 million yuan in a single quarter.
Ar also gradually entered the field of automotive products from computers and electronic products. At present, some reversing visual functions can simultaneously display the reversing guide line with trajectory, which is a relatively simple application of the ar technology. Ar is further integrated with car driving, including the HUD (Head-Up-Display) head-up display technology currently available in some high-end models.
The diversification of applications has brought great prospects to the development of the industry, and the relevant companies are actively deploying. Due to the correlation between vr and ar technology, the giant has an advantage in ar. It is reported that after a large number of acquisitions of the vr team, Apple took the German ar company Metaio for $32 million and swallowed 171 ar related patents.
The international giants are investing heavily, and local manufacturers are also unwilling to lag behind. The domestic Internet giant relies on the existing business to build an active staking. Traditional hardware manufacturers, such as Meizu, Xiaomi, Lenovo, and Huawei, are trying to learn from the mobile terminal design experience and supply chain advantages in the mobile vr field; Huawen Media, Shunwang Technology and other listed companies actively promote the company's original games, audio and video The integration of offline channel business and virtual reality concepts. Hardware upgrades, also to the electronics industry company Huiguan shares, Xinwangda, Su Daweige, Crystal Optoelectronics, Fujing Technology, Liard, Quanzhi Technology, Goer Acoustics, Zhongke Chuangda, Xinwei Communication, Lianchuang Electronics created opportunities, and most of these companies were sought after in the vr/ar fever.
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