Samsung, which has a first-mover advantage in mobile VR, is not satisfied with this, and is adding code to AR and light field technologies. Recently, Sung-Hoon Hong, vice president of Samsung Electronics, pointed out at a virtual reality summit held in San Diego that the augmented reality has better prospects than virtual reality. In addition to following up with VR and upgrading the Gear VR version, Samsung is still Develop an AR helmet similar to HoloLens and develop a light field engine. The light field engine that can project a hologram is likely to be unveiled at the Mobile World Congress in February 2017.
Gear VR has a clear first mover advantageAt the upcoming World Mobile Conference, Samsung will not only showcase new technologies, but also launch a new version of Gear VR. I remember that when Facebook acquired Oculus three years ago, VR became a hot spot for domestic and foreign companies. Samsung seized the opportunity to launch Gear VR, a VR glasses product that is bundled with Galaxy Note4 at the 2014 Consumer Electronics Show in Berlin, Germany.
The Gear VR at the time was also Innovator EdiTIon, which had many drawbacks. Among them, due to the limited processing performance of Note4 mobile phone, the body is particularly prone to heat when experiencing VR content, coupled with the lack of content, a bit cumbersome and other issues, some people regard the Gear VR at that time as a half for developers and half for consumers. Semi finished product.
But even then, some people even said that their experience has surpassed the Oculus Rift DK2. On the one hand, because Samsung got the technical support of Oculus, it optimized the underlying hardware and software of Note4. On the other hand, Note4 is equipped with Samsung's latest 2K curved AMOLED screen. The advantages of low afterglow, high PPI and high refresh rate are more obvious. .
And these two advantages have been maintained with the continuous update of Samsung mobile phones and Gear VR, and the experience of Gear VR is gradually improving.
At the 2015 Mobile World Congress, Samsung released the Galaxy S6 and Galaxy S6 Edge flagship mobile phone products, and launched a new version of Gear VR. At this point, the Galaxy S6 and Galaxy S6 Edge are further optimized, and the heating phenomenon is reduced when playing VR content. VR content has also become more versatile, and Gear VR uses VR-specific content such as Oculus Cinema, Oculus 360-degree photos, and Oculus 360-degree images. According to news from the Korean media, Samsung sold Gear VR as an accessory for the Galaxy S6/Edge in South Korea.
Following the Galaxy S6/Edge, Samsung introduced Galaxy Note5 and Galaxy S6 Edge Plus in the second half of 2015, but did not release a new version of Gear VR at the time, but left the next generation of Gear VR on Oculus connect2. Peter Koo, vice president of advanced technology strategy at Samsung Electronics, said the new generation of Gear VR supports Samsung's flagship mobile phone model launched in 2015. Although the Gear VR is lighter in weight, more comfortable to wear, and lower in price, there is still no National Bank version.
It was not until the release of Galaxy Note7 that the Gear VR was officially announced. The latest version of Gear VR has been changed from the original black and white version to the deep sea blue. It uses a type-c interface, and the field of view is increased from 96 degrees to 101 degrees. It is compatible with S7 and S6/S6 Edge Plus through a micro USB modulator. And the old flagship machine such as Note5. However, the Note7 explosion door incident has caused the latest version of Gear VR to lose its attachment. The Gear VR that is finally adapted to Note7 is not gifted or sold at a low price.
Samsung Gear VR continues to iterate with the flagship phone, and has won a good reputation in the market with a good experience and first-mover advantage, with sales reaching 5 million sets. As a latecomer, Google Daydream View also has a good experience, comparable to Samsung Gear VR, and more stable. Currently, mobile phones supporting Daydream platform include Google's own Pixel and Pixel XL, as well as Moto Z, ZDroid and Axon7. With more and more mobile phones supporting the Daydream platform, Samsung Gear VR will gradually decline in the market.
AR may move to SamsungCorresponding to the Daydream platform is Google's Tango platform, Tango AR technology can create a 3D experience through depth sensing and motion tracking, allowing users to better understand the real world. At present, Lenovo Phab2 Pro and ASUS Zenfone AR are two AR phones supporting the Tango platform. In the future, other mobile phone manufacturers support the Tango platform, and Samsung is also one of them.
However, Samsung is a latecomer in the AR field and has no first-mover advantage. A number of AR devices have appeared before, such as Google Project Glass, Microsoft's HoloLens and Intel's Emo EyeSight. And domestic manufacturers have also released a lot of AR products. Apple CEO Tim Cook pointed out that Apple is very optimistic about the long-term development of AR and has invested heavily. However, AR faces more technical challenges than VR. At present, AR glasses have problems of too small field of view, heavy wearing, and inaccurate real-time positioning. There is no satisfactory AR equipment on the market, which is dedicated to any one. There are huge opportunities and challenges for companies that research in AR.
Sung-Hoon Hong pointed out that AR has begun to become commercialized. Although AR equipment is much more expensive than VR equipment, AR technology is more suitable for the public environment and is more acceptable to the public. In particular, he pointed out that Samsung is considering working with other companies to study AR technology. Although Sung-Hoon Hong did not point out specific cooperation targets, Samsung's cooperation in VR is that Samsung may cooperate with Magic Leap to develop AR devices in the AR field. Magic Leap has a more advanced AR and light field technology, and is sought after by technology giants.
In fact, Samsung began researching light field technology a few years ago. Sung-Hoon Hong said that Samsung is developing a light field engine, which may be presented at this year's Mobile World Congress. Samsung's advantage in AR is not as obvious as VR, and Samsung will face even greater challenges in AR. Because VR equipment is profitable for Samsung, and AR equipment is likely to "move the knife" for Samsung. VR equipment plays a leading role in the overall upgrade of the upstream of the Samsung industry chain, which is conducive to enhancing Samsung's profit margin. For example, Samsung's AMOLED screen with high PPI is currently in a monopoly position, and VR devices with better experience need to rely on Samsung's supply chain. So whether it is Samsung's display department, chip department or communication department, they are actively launching their own VR solutions or VR products.
AR devices are different from VR devices. For example, the HoloLens architecture is not good for Samsung, because AR devices like HoloLens mostly use Intel's processing chips and LCOS optical solutions. The demand for LCD panels or AMOLED panels currently on the market is not high. Big, and even in the future, it may have a certain impact on the panel industry. The benefits to Samsung are not as great as VR.
But whether it is an AR device or a VR device, there will be greater demand for storage in the future. At present, Samsung storage is very strong in terms of market share and profitability. Samsung related people pointed out that among Samsung Semiconductor, the storage sector has the best development momentum and the highest profit. They are very concerned about the development of VR and AR, because the rise of VR and AR will further promote the growth of Samsung's storage sector. At the same time, VR and AR have also promoted the development of Samsung mobile chips.
Whether it is VR or AR, Samsung is a follower. On VR, Samsung relied on the advantages of screens and mobile chips to seek external cooperation, stepping on the VR development node, and achieved a temporary leading position in the market. However, on the AR, Samsung does not seem to have many advantages like VR. There are huge challenges. It requires Samsung to upgrade chip performance, improve storage space and develop cutting-edge technologies such as light field technology, in order to truly seize the opportunity of AR.
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