Alex Hadwick：2019-2020年虛擬現實XR產業報告（英文版）(36頁).pdf

1、Author: Alex Hadwick XR Industry Insight Report 2019-2020 2 | VRX Industry Insight Report 2019-2020 22019 VRX Conference 44 .2%), healthcare (42 .3%), manufacturing (39 .6%) and automotive (36%) . Gaming is now viewed with far less interest by companies working to provide XR technology compared to 2

2、018s results . In that years survey, 50% of respondents said that 6 | VRX Industry Insight Report 2019-2020 62019 VRX Conference 55 .9%) and motion tracking (55 .6%) capabilities . For VR, 94 .2% of respondents think that it will take at least two years for consumers to make it a regular part of the

3、ir technology diet, and a slightly lower 91 .1% think the same for AR/MR . The majority of our survey population believe that it will take four or more years for AR to move from predominantly occurring on peoples smartphones to becoming headset- based, with 51% taking this viewpoint and 44% believin

4、g that it will occur in the next two-to-three years . Observer Analytics estimates that weekly retention for consumer VR apps has dropped by an average of 7% between Q4 2018 and Q1 2019 . However, consumer entertainment content creators in the XR space continue to find value in XR . Among this segme

5、nt 75 .9% reported that VR had had a very or somewhat positive impact on their business and 72 .3% said the same for AR/MR . 82 .3% of content creators were planning to increase their output of XR content in the medium term . Of these 63% were sure of their plans to expand XR production and 19% said

6、 that they were likely to do so after further testing . On top of this a further 15% said that they were considering doing so, leaving just 3% who reported that they were not intending to increase production . There needs to be a shift in the consumer-facing side of the business, however, from VR to

7、 AR . 38% said that they created content only for the VR space, 7% for only AR/MR content and 55% for both types, despite being twice as likely to say that AR/MR had more potential to disrupt the entertainment sector than VR . This is particularly so in the face of major product and developer kits t

8、hat will enable easier production and dissemination of AR content particularly over social media, with Facebook, Google and Snapchat all making major enhancements in 2019 . The clear market leaders for headset usage are the Oculus Rift and the HTC Vive, which have market shares of 45% and 41% among

9、consumers, respectively . 7 | VRX Industry Insight Report 2019-2020 72019 VRX Conference 44 .2%), healthcare (42 .3%), manufacturing (39 .6%) and automotive (36%) . A recent study by the University of California Los Angeles illustrates the potential gains from VR as a training tool for organizations

10、 upskilling workers in complex tasks . The study, although sponsored and small-scale, found a startling improvement from surgeons training using Osso VR software, compared to those using traditional checklists and methods . Across a scoring system of five proficiencies, surgeons trained with the VR

11、method reputedly scored a combined 130% better, with the largest difference in their retention of knowledge of the procedure (Road to VR, 2019) . Interestingly, gaming is now viewed with far less interest by companies working to provide XR technology compared to 2018s results . In that years survey,

12、 50% of respondents said that they intended to work within the gaming industry over the next 12 months, but this had fallen to just a third of respondents from the supply side of XR in the 2019 results . It would appear that hopes for far wider interest and adoption in the gaming sphere have so far

13、failed to materialize, as consumers are still not engaging with VR gaming in mass-adoption numbers . There may be something of a chicken-and-egg issue ongoing here, with the expense and complexity of creating a quality VR game not appearing to be worth it given relatively low adoption and engagement

14、 rates within VR gaming, and consumers not willing to take the plunge and buy VR equipment as there is yet to be a huge cross-platform hit backed by a major publisher . As yet, larger and more recognisable games companies and properties have focused on porting existing games over to VR experiences,

15、which makes it harder to generate the necessary hype and can create quality assurance issues . These results reinforce that large businesses and public bodies that need to cut costs on complex procedures are going to be critical drivers of the XR revolution, potentially leading the way in adopting c

16、utting-edge technologies and spurring investment, with 14 | VRX Industry Insight Report 2019-2020 142019 VRX Conference 55 .9%), motion tracking (55 .6%) and eye tracking (49 .9%) all noted as major issues . Figure 6: In Which of These Industries Do You Intend to Work in Over the Next 12 Months? Sou

17、rce: XR Industry Survey 2019 60%40%20%0%50%30%10% Education Architecture / Engineering / Construction Healthcare Manufacturing Automotive Gaming Film / TV / Broadcast media Travel & Tourism Retail Sports Banking & Finance Other 55.8% 36.0% 28.2% 42.3% 31.4% 11.9% 44.2% 33.3% 15.7% 39.6% 28.5% 21.1%

18、15 | VRX Industry Insight Report 2019-2020 152019 VRX Conference & Expo December 12-13, 2019 | San Francisco, USA For more information: www.vr- | Email: kbloxhamvr- 600+ Attendees 70% Decision Makers 80+ Expert Speakers 50% End Users 10+ Industry Verticals The sector also believes that connectivity

19、could help to bolster capabilities and thus adoption, as 46 .4% said that spatial computing and mapping needs to be improved and integrated and 42 .7% noting that adding in super-fast 5G connections could help develop XR products (see 1 .2 .1 for more) . Figure 7: Which Components and Functions Do Y

20、ou Believe Are Most Important to Develop, Improve and Integrate for XR to Be More Widely Adopted? Source: XR Industry Survey 2019 70%60%40%20%0%50%30%10% HMD comfort & usability Field of view (FOV) Eye tracking Haptics & peripherals Spatial computing & mapping Artificial intelligence 5G WebVR / WebA

21、R 3D asset creation Cloud / Edge computing Biannual / 3D audio Brain-computer interfaces 56.0% 49.3% 39.9% 55.6% 45.6% 32.1% 55.9% 46.4% 33.4% 49.9% 42.7% 23.0% 19.0% 16 | VRX Industry Insight Report 2019-2020 162019 VRX Conference & Expo December 12-13, 2019 | San Francisco, USA For more informatio

22、n: www.vr- | Email: kbloxhamvr- 600+ Attendees 70% Decision Makers 80+ Expert Speakers 50% End Users 10+ Industry Verticals These issues in developing comfortable, functional and affordable headsets are pushing their usage out further into the future . The majority of our survey population believe t

23、hat it will take four or more years for AR to move from predominantly occurring on peoples smartphones to becoming headset-based, with 51% taking this viewpoint and 44% believing that it will occur in the next two-to-three years . 1.2.1 Viewpoint: Hooking Up HMDs Both Vinay Narayan from HTC Vive and

24、 Ted Schilowitz from Paramount believe that connecting XR devices to the mobile internet and moving functions over to cloud computing could make major differences to the tech and its adoption . “I think one of the biggest technologies that is really needed to get these headsets further in both AR an

25、d VR is 5G,” says Narayan . “One of the biggest challenges to getting a VR headset smaller is the ability to compute and power . By moving a lot of these technologies onto the edge, youre able to kind of shrink those platforms down and reduce the cost of entry .” Schilowitz agrees, seeing items that

26、 require low power and that might result in latency staying on the headset, “But things like very, very highly graphically-created backgrounds, and things where latency can be managed, you can create something where part of the deliverable is coming from the edge . And if youre using 5G, it can come

27、 very quickly off the edge .” This would lead to a blend between the device and “grid computing over a fast mobile network so, things that we thought were impossible on an all-in-one device on a Qualcomm chipset will become possible .” “Theres a lot of experimentation going on,” says Amy Peck, Found

28、er and CEO of EndeavorVR . “Being able to split some of the computing needs and the dynamic rendering needs between cloud, edge and device, and then even having strategies for that to happen dynamically, depending on the weight of a particular application, will be challenging but could yield results

29、 .” Switching some of the workload away from devices would lead to redesigning the headset so that it negates some of the comfort and size issues we see today . “The other thing that starts to become really interesting is the form factor”, says Schilowitz . “The lightness and the ability to make thi

30、s truly a wearable device when you can park the processing off board . Its all about finding and streaming from the network into the device, meaning those devices can be effectively weightless .” 17 | VRX Industry Insight Report 2019-2020 172019 VRX Conference & Expo December 12-13, 2019 | San Franc

31、isco, USA For more information: www.vr- | Email: kbloxhamvr- 600+ Attendees 70% Decision Makers 80+ Expert Speakers 50% End Users 10+ Industry Verticals Figure 8: When Do You Think That the Predominant Use of AR Will Move from Phone- based to Headset-based? Source: XR Industry Survey 2019 In the nex

32、t year 5% In 2-3 years 44% In 4+ years 43% Never 8% 18 | VRX Industry Insight Report 2019-2020 182019 VRX Conference & Expo December 12-13, 2019 | San Francisco, USA For more information: www.vr- | Email: kbloxhamvr- 600+ Attendees 70% Decision Makers 80+ Expert Speakers 50% End Users 10+ Industry V

33、erticals 2 IMMERSIVE TECHNOLOGY FOR ENTERPRISE IN 2019 As we saw in Chapter 1, XR technology suppliers and third-party content creators are extremely positive about the state of immersive technologies for enterprise and expecting higher growth rates for enterprise XR than in 2018 . We can see the de

34、mand driving this optimism through our survey, which also broke out enterprise end users to see how they viewed the XR space currently . Overwhelming percentages of enterprise users of XR view the technologies as beneficial and also said that they are going to make further investments, underlining t

35、he growth potential that this sector is taking into 2020 . When asked how they would describe the impact of immersive technologies onto their organization, over 90% said that VR had had a positive impact and slightly less said the same for AR/MR . For VR, 57 .4% said that it had made a very positive

36、 impact and 35 .7% said it had had some positive impact, combining for 93% of respondents believing it to have had a positive impact . Slightly less said the same for AR/MR, with 88 .4% saying it was making a positive difference and 44 .2% rating it as very positive . Figure 9: How Would You Describ

37、e the Impact of XR on Your Business? Source: XR Industry Survey 2019 70% 60% 50% 40% 30% 20% 10% 0% Its had a very positive impact 57.4% 44.2% Its had no significant impact 7.0% 11.6% Its had some positive impact 35.7% 44.2% n VR n AR / MR 19 | VRX Industry Insight Report 2019-2020 192019 VRX Confer

38、ence & Expo December 12-13, 2019 | San Francisco, USA For more information: www.vr- | Email: kbloxhamvr- 600+ Attendees 70% Decision Makers 80+ Expert Speakers 50% End Users 10+ Industry Verticals Even better for the sector, a massive 98 .6% of enterprise users said that they were at least consideri

39、ng investing more into XR in the next few years . Of these, 65 .7% were sure that they would make future investments, 22 .9% said that they were likely to but still undergoing testing and 10% said that they were at least considering doing so but could not confirm as yet . This bodes well for further

40、 development and enhancement of technologies, particularly in the VR space . The case for investing in XR is helped by the increasingly wide range of applications it can help with . Enterprise users reported to our survey that they are using XR technologies across a wide range of applications within

41、 their businesses, with VR the dominant aid to their operations . In each category we asked about, more than 80% of respondents said that they had incorporated VR into the process . Product design and prototyping was the most common usage, with more than 96% deploying VR to help the process, followe

42、d by workforce/project collaboration (93 .4%), educational learning (89 .7%), training/worker guidance (89 .7%), sales & marketing/external communication (84 .2%) and manufacturing (81 .1%) . AR/MR is being used far less frequently across the board, with its most likely application to be in sales, m

43、arketing and external communications where 56 .6% say that they use the technology . This illustrates the different use cases for the technologies, with VR providing tangible benefits for workflows Figure 10: Expected Investment Stance into XR in the Medium Term by Enterprise End Users Source: XR In

44、dustry Survey 2019 70% 60% 50% 40% 30% 20% 10% 0% Yes, definitelyMaybe, were considering Yes, we are testing its effectiveness Unlikely 65.7% 10.0% 22.9% 1.4% 20 | VRX Industry Insight Report 2019-2020 20 2019 VRX Conference & Expo December 12-13, 2019 | San Francisco, USA For more information: www.

45、vr- | Email: kbloxhamvr- 600+ Attendees 70% Decision Makers 80+ Expert Speakers 50% End Users 10+ Industry Verticals and AR/MR currently more used for marketing purposes and playing a support role . Once AR/MR becomes more established, we can expect this to shift and more users to replace or supplem

46、ent their VR systems with these technologies . Figure 11: In Which of These Areas Do You Use XR in Your Business? Source: XR Industry Survey 2019 120% 100% 80% 60% 40% 20% 0% Product design & prototyping 96.3% 46.3% Training / Worker guidance 89.7% 50.6% Workforce / Project collaboration 93.4% 47.5%

47、 Sales & marketing / External communication 84.2% 56.6% Educational learning 89.7% 54.6% Manufacturing 81.1% 51.4% n VR n AR / MR 21 | VRX Industry Insight Report 2019-2020 212019 VRX Conference & Expo December 12-13, 2019 | San Francisco, USA For more information: www.vr- | Email: kbloxhamvr- 600+

48、Attendees 70% Decision Makers 80+ Expert Speakers 50% End Users 10+ Industry Verticals For those companies that are on the fringes of taking the plunge into XR technologies, the primary issues preventing them from deployment are getting to grips with the technology and proving its value to the organ

49、ization . Whereas cost was cited by 29 .2% of those not yet using Figure 12: Whats Stopping You from Integrating VR or AR/MR into Your Business? Source: XR Industry Survey 2019 2.1.1 Viewpoint: A Sustainable Enterprise Ecosystem For Vives Narayan they have to not just think about their ecosystem now but looking both forwards and backwards in time and across different systems to help raise adoption . “The things you could do on the Vive Focus today are going to be very different than what you may do tomorrow . So, we worked with Qual