AR/VR technology + LED display has created a market of hundreds of billions
The advancement of science and technology has applied various technologies to people's daily life in general, realizing the concept of true science and technology benefiting mankind. With the increasing replacement of technology, many things that were previously impossible are gradually being realized. The emergence and importance of AR/VR shows this point. As you wander through the green ocean and talk to the whales; Five minutes to truly feel the beauty of the changing seasons; When walking through the universe to see the wonders of the solar system, AR/VR technology will show their magic, bringing you a fresh sensory world.
The emergence of AR/VR technology has been paid great attention to by all walks of life, and the LED industry is also the same. However, the ideal is plump, and the reality is skinny.
The rapid rise of AR/VR has led to the construction concept of "VR+LED"
In 2016, the hottest black technology is augmented reality and virtual reality, that is, AR/VR. In the face of such a hot AR/VR, many companies have invested. Recently, Facebook, Microsoft, and Google have all shown off their work in VR and AR. Following the successful acquisition of Oculus, Facebook launched the Oculus Rift, a commercial virtual reality headset for the masses, in early 2016, and jointly released the GearVR headset platform with Samsung, announcing the establishment of a VR social team. Google's Daydream VR platform was announced earlier at the I/O conference. In the face of foreign companies' enthusiasm for AR/VR, domestic companies are not to be outdone, iQiyi launched a VR channel, and some content can be watched with VR equipment. Worry-free Our Room has launched a VR viewing. Mango TV began to try to broadcast its variety shows through VR technology, and launched the VR zone of "I am a Singer". Because AR/VR technology provides an unparalleled immersive experience and sense of immersion, it is widely respected in professional audio-visual, broadcast television, film, games and other fields. The rapid rise of the VR industry has made domestic LED display companies optimistic.
At the same time, the birth and rise of VR has promoted the construction concept of "VR+LED", the two are not only interdependent but also can progress and develop together, high-definition LED display makes the effect of VR can be better presented, and VR presentation is also attached to LED display as a carrier, driving the development of the entire LED display industry. Therefore, the birth of VR technology, LED display companies have become one of the biggest beneficiaries.
In addition to some Internet, TV, film and television, game development companies have invested in AR/VR technology, many LED display companies have also joined the camp to layout the AR market. Leyard and Sichuan University Smart Win strategic cooperation to develop VR/AR technology; Lianjian Optoelectronics layout "small-pitch LED equipped with VR+ education and VR". Roman's entry into VR/AR will subvert traditional landscape lighting; GQY Video invested in Meta to join the AR ecosystem, integrating Meta's AR technology with GQY Video's large-screen integrated display technology to form a unique display application.
According to the latest research report, the VR market size is expected to reach $80 billion by 2025, and it can reach $182 billion in optimistic scenarios. Among the many future application industries, the live event market size will reach $4.1 billion. From the perspective of the development trend of AR/VR, some media analysis said that in addition to the three major areas of PC, host, and mobile phone, VR may become the fourth pole and is a key device for integrating the other three major areas. In the future, the momentum of VR development can definitely catch up with people's predictions, and for a while, the enthusiasm for VR technology grafting in the LED display industry remains high.
AR/VR people have unlimited scenery behind them, but behind them are many companies waiting and seeing
AR / VR is now infinite, a variety of market prospects are enough to make the major companies eye-catching, although some LED display companies began to involve AR / VR field, but most LED display companies are still in a wait-and-see state: on the one hand, optimistic about the market prospects of AR / VR, on the other hand, it is difficult to really make specific practices, in fact, there is "unspeakable hidden".
领英推荐
First of all, from the perspective of the VR/AR industry chain, the display screen is the most basic and important hardware facility. It is that the small-pitch display screen can reflect the application of VR technology more realistically and clearly, but the current small-pitch display has not yet achieved no residual image, and the virtual picture is quickly and naturally presented. Industry insiders pointed out that although the small-pitch display has a good reputation such as high resolution, no seams, natural and real display effects, flexible appearance and touch display, the difficulty of VR devices lies in the picture quality, and the products currently launched on the market, watching for three minutes users will have a headache, eyes will also produce tingling dizziness, there are still big problems in technical level and user experience that are difficult to solve. In addition, the reliability of small pitch needs to be tested. Although many companies claim that the reliability of small pitch has reached one in a million, it is more publicity gimmicks.
Secondly, the two development directions of VR in the future are roughly one is the civilian market; The second is the commercial market. However, product popularity is closely related to price factors. In the range below 60 inches, the price of small-pitch LEDs does not have an advantage. For display products of the same size, LED displays are significantly higher than LCDs and DLPs, and LED displays obviously do not have advantages in price. According to the current lamp bead price, the cost of using P1.0 specifications to make a 40-inch LED small-pitch TV is nearly 50,000 yuan, while the market price of a 40-inch LCD TV is only a few thousand yuan. Especially for indoor applications, the market LCD screen below 60 inches can completely replace the LED screen.
In addition, LED display as a terminal display product has its advantages, but it also has competitors that cannot be ignored, including the old rival LCD display and the fast-growing new material OLED back and belly attack. In terms of cost performance alone, LCD display has an absolute advantage. If it comes to the display effect, OLED is not far behind. In terms of market applications, AMOLED has long been used on mobile terminals and has become a display carrier for VR technology to access mobile terminals. Therefore, LED display in the VR field can not easily be in a monopoly position, competitors are watching, blocking the way, robbing and encroaching on market share.
In the face of technical constraints, LED display companies want to get involved, must spend a lot of money to carry out the corresponding technology research and development work, which is why only a small number of LED display companies can make high-profile claims to be involved in the VR market.
Therefore, at present, although many LED display companies have expressed interest in VR and pay close attention to its development, most of them are staying in the stage of "just watching but not training", in addition to technology and price constraints, but also because of the realization of the integration of virtual reality and other technologies and small pitch development, how to establish a profit model, will be a big problem.
AR/VR may be suspected of hype right now, and application products need to be considered
Nowadays, the concept of AR/VR is rapidly becoming popular in the entire market, and LED display companies also have strong ambitions for AR/VR technology, but we have to face the reality that even if the LED display companies that have joined the research and development of AR/VR are increasing, there are not many companies that can really get involved in the VR industry and have relatively mature products suitable for application fields.
In the face of the current major companies and media to promote AR/VR to the gods, this can't help but make people question, is the combination of AR/VR and LED display also suspected of concept hype?
Although, purely from the perspective of the application effect of AR/VR technology and market demand, it is understandable that AR/VR technology does have unlimited development prospects, and it is not exaggerated that companies are optimistic, but the ideal AR/VR state is not grounded enough. At present, the current situation of AR/VR industry has many difficulties, and it is difficult to achieve the expected glory in the short term.
Seeing the emergence of a new blue ocean but did not dare to act rashly, some LED companies have said that the development of the large-screen industry, including small-pitch LED, needs the support of the hundreds of billions of market behind it, VR/AR even if it has such industrial conditions, and even supplemented by policy support, but small-pitch LED screen VR/AR applications require the support of a huge enterprise volume, plus the current market has not yet formed an effective standardized business model. It can be imagined that LED display companies need not to rush up, but to think about differentiated development.