What is ar? AR is the abbreviation of augmented reality technology, full name is augmented reality, is a kind of technology that integrates virtual information and real world skillfully. Ar widely uses multimedia, three-dimensional modeling, real-time tracking and registration, intelligent interaction, sensing and other technical means to simulate the computer-generated text, image, three-dimensional model, music, video and other virtual information, and then applies them to the real world. The two kinds of information complement each other, so as to realize the “enhancement” of the real world.
What can ar do? With the combination of virtual and reality by AR, digital and virtual objects are superimposed on the real environment to display navigation, demonstration, display and so on. With the real-time interaction ability of AR, real-time and dynamic interaction between AR equipment and augmented reality environment can be realized. Ar has the ability of three-dimensional registration, which corresponds the virtual objects generated by computer to the real environment one by one, and maintains the correct positioning and alignment relationship all the time.
AR is the interface between virtual digital world and real world. In the future, smart home will be controlled through ar scenes. Smart home appliances, interactive dance teaching, AR marketing, AR games, AR interactive exhibition, AR indoor navigation (Airport) are typical ar application scenarios. A number of domestic enterprises have begun the layout of AR industry, as long as it is divided into two teams.
One is to design, develop and promote ar capability platform, that is, to develop and produce the equipment, platform and technology needed by AR industry. Representative manufacturers include aa-ar, alligenie, Huawei, dumixar (Baidu) and Sensear. The business layout of such manufacturers is to create ar overall solutions. By providing a complete set of AR commercial products from hardware to software, from technical support to product maintenance for the industrial ecosystem, specific customer groups and entity enterprises, they can help partners realize product marketing, product experience, after-sales service, etc.
The second category focuses on AR content production and broadcasting platform development. Representative manufacturers include iqiyi, dongjianyingjian (Netease), Youku + Tencent joint team, mango TV, etc. The layout principle of such enterprises is “space priority”. When the overall ar industry has no fixed mode, through certain commercial project exploration, we can find a path and product that is in line with our own enterprise development. Avoid entering too late and missing the next dividend.
As the most potential ar industry in the 5g era, the three operators of China Mobile, China Telecom and China Unicom are naturally unwilling to lag behind, and some of them actively layout and take all the upstream and downstream. Some follow suit and conduct small-scale experiments. There are still others who are hesitant. China Mobile is an active operator of AR industry and attaches great importance to AR industry. China Mobile has built its own 3D Studio in Chengdu and set up a production team. Relying on Migu, a big IP, we will actively lay out ar industry. Take advantage of mango TV’s second largest shareholder to control ar content distribution channels. In the future, AR content acquisition, distribution and dissemination have natural advantages.
Compared with China Mobile, China Telecom lags behind, but it also pays more attention to the layout of AR industry. At present, we are preparing to build a 3D Studio, which is much smaller than China Mobile. In addition to some own small IP, there is no other ar content source, so we can only seek the cooperation of 3D video technology team. China Unicom’s ar industry layout only exists in PPT, which has not been implemented in the specific work plan. It is a hindsight in AR industry layout.
By the end of 2019, the installed capacity of mobile ar will reach 900 million, mainly mobile phones. From 2020 to 2023 is the outbreak period of AR industry. It is estimated that by the end of 2023, the global ar user base will grow to 3.5 billion, and the market size is expected to reach 70 billion US dollars. At present, AR is in its infancy, except for advertising, other profit models are not clear. It is estimated that within five years, car, clothing, toy e-commerce, retail, tourism, people’s livelihood consumer goods advertising will be the important profit sources of AR.
In addition to the traditional offline channels, AR app store is also one of the profit sources of AR industry. The revenue is mainly from AR games, AR movies and AR education. It is estimated that the revenue contribution of non game AR applications will be more than half by 2023.
High quality ar products need large bandwidth and low latency network support. 5g is undoubtedly the best choice. South Korea LGU + 5g has started to provide ar video service, which is only for 5g users. Including dance, variety show, sports and other content material has more than 500. According to LGU statistics, the average daily traffic of 5g users using AR is more than 1G. AR in the future is not only an important entrance of traffic, but also one of the outlets, and an important source of traffic entrance for operators.