Although the current global mobile smart hardware market is still prosperous, the fierce competition that followed it and some initial signs of replacing the products in the future have also caused many people of insight to see the huge crisis hidden behind this spectacular scene. It is against this background that the sudden emergence of the virtual reality industry is like the legendary “straw†that can save the world. It is viewed by many mobile phone industry giants who are eager to explore new consumption points and growth points. Among them, one does not want to miss this "spirit" of desperate posture.
Judging from the current development situation, the first choice for almost all smart phone manufacturers to enter the VR hardware market is to make mobile VR products - and from any perspective, this is obviously a very smart choice.
First of all, from the perspective of ease of entry, mobile VR devices are the VR products with the simplest technical content. Any company can develop its own VR head-display products without any “developmentâ€. Any technical barriers and difficulties.
Secondly, although people have initially divided the current VR devices into three categories: PC-side VR, VR-one, and mobile VR, but strictly speaking, each of the three types of products has its own advantages but also has its own pits. Under the premise of completely pressing customers, VR mobile devices have great industrial development prospects in the future.
Lastly, and most importantly, the mobile phone manufacturer’s original main business is smart phones. Now it is only on this basis that it adds a matching head-mounted display. If the marketing is done properly, it can be bundled and sold smoothly. This is tantamount to selling a 1+1 package to the user. It is quite simple and crude to open up a new profit path for the enterprise.
However, although these vendors' wishful thinking played well, from the very beginning, they hoped to be able to bind the VR hardware products with their own mobile phones, so as to achieve 1 +1 greater than 2, but this bundling model will really As expected, does the benefits outweigh the disadvantages?
Good aspect of the binding effect
The joint effect can increase the sales of products and achieve the purpose of consolidating brand strength.
Since mobile phone manufacturers are pushing mobile VR to be bundled with their own mobile phones, this is equivalent to wanting to experience this mobile VR product. The precondition for this is definitely to have a mobile phone of the brand. If the quality of the VR products introduced by mobile phone manufacturers pass through and win the favor of users, it will naturally attract users to purchase VR in order to experience them.
If the user is just using a mobile phone, and mobile phone manufacturers have also launched VR products, users will naturally give priority to mobile phone brand VR headsets in order to save mobile phone expenses. For example, Samsung's Gear VR is only compatible with Note7, S7, S7 edge, Note5, S6, S6 edge, and S6 edge+. If you want to buy Gear VR, users either already have these models, or buy another one of Samsung's. Phone model. Whether it is to buy a VR product or buy a mobile phone, or to buy this mobile VR package together, it is a profit-making business for mobile phone manufacturers. The sales volume of the product definitely increases to some extent.
The sales volume of products is good, and on behalf of the consumers in the market, the brand effect of natural companies will increase, and the value of bundles will be maximized. VR Daily cited examples from other industries to support this principle: For example, in some common bundle marketing methods, the more common forms used by enterprises are sponsoring a popular program. For example, Kadobi Herbal Tea has been crowned for four consecutive years. The name "China's Good Voice," then in the same year it took away from the old rival Wang Laoji and I do not know how far away, in addition to Li Bai sponsor Hunan TV "I am a singer", after the broadcast of the program, CCTV Sophoric According to data research, the visibility of Liebek Laundry increased by 13% and its reputation increased by 11%. According to AC Nielsen's data, from January to July 2013, sales of Libai Laundry increased by 66% compared to the same period in 2012. It is not difficult to see from here that a good bundling marketing method is stronger if it is stronger, and it has a great effect on the brand promotion of a company.
For VR hardware vendors, whoever captures the user's heart first will be the first in this field. Google's daydream platform is about to be officially launched, which means that there will be a number of standards-compliant mobile VR products on the market. If this is the case, mobile phone manufacturers can bundle their own mobile phones and mobile VR head-mounted displays. In the consumer's cognition, a higher brand loyalty can be achieved, and the bundling effect can be upgraded. It can not only increase the sales volume of the product, but also increase the positive image of the enterprise, which is a good move.
Bundling can also be risky and need to be cautious
Mobile VR will have to bear the negative impact of mobile phones
Since the two are bundled together, which party has any negative news, and the other party is also lying down and shooting, this is not Samsung's recent impact on the Gear VR due to cell phone battery explosions. Note 7 After the explosion, Samsung decisively implemented a global recall strategy. Therefore, things are still relatively clear: It can be confirmed that Samsung SDI supplies (ITM Semiconductor Packaging) batteries that account for 70% of the total battery share.
Oculus, who provided technical support for the Gear VR headset, recently issued a warning: "If you have a Gear VR compatible with the Galaxy Note 7 phone, you should not continue to use the Gear VR with this phone until you change your Galaxy Note 7 phone."
The event of battery explosion may now only happen to Samsung, but it is also a warning for domestic mobile phone manufacturers. If users just use the original manufacturer's mobile VR with a certain brand of mobile phone, because of mobile phone accidents, this will affect the enterprise. The image can be said to have enough impact, the user's subconscious to identify the use of the product after the risk of accidents, naturally have doubts about the product mentality, whitewash products is not so easy.
Mobile VR affects user VR experience due to mobile phone performance
Mobile VR should bring users a perfect VR experience. In addition to the performance of head-up display itself, the mobile phone is also an important factor. But now the performance of mobile phones has been hindering the phenomenon, such as the domestic mobile phone in the first show when working in conjunction, the problems faced are still many summed up summarized as: mobile phone cooling is not, the surface of the screen or the LED screen based, in the system level of the phone , Domestic mobile phones have not made system optimization for mobile VR and so on.
The bundled marketing strategy seems to be more than one, but without sufficient strength, the bundling is a drag. Especially for the new VR products, it has too many technical challenges. How to configure the mobile phone to achieve a perfect experience with VR hardware is the main problem facing mobile VR. While considering how to improve the quality of VR hardware products, in fact, the problems existing in mobile phones cannot be ignored. Samsung is a good example. Domestic mobile phones should consider how to avoid the steps of Samsung.
Is Mobile VR going to general or special-purpose development in the future?
With regard to VR products currently launched by mobile phone manufacturers, they should still focus on creating a mobile VR tailored to their own type of mobile phone. Most mobile phone manufacturers have many years of technology, such as camera, interactive, and screen, and some of them can The convergence of applications in VR, so mobile phone manufacturers focus on Amway's own VR product is still a normal development model. For non-mobile phone manufacturers, if they do mobile VR should be based on the entire mobile phone market, the general direction may be considered a new way out, after all, the market is even broader.
Regardless of the trend of mobile VR's future development is to tend to universal or dedicated, whoever brings better VR experience to users who have the ability to command the market. The current development of the VR hardware market is still in its infancy. Each company launches different types of VR products to test the market. Initially, hundreds of flowers will always come to the fore. As users, they hope that VR products can truly Bring the user a perfect and comfortable VR experience.
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