On November 5th, 2016, on the beautiful Saturday, the micro whale VR platform brought two VR live broadcasts, one was the second SNH48 fashion award held in Shanghai, and the other was held in Kunming 2016. League awards ceremony. I believe that whether it is a fan of many SNH48s or a larger number of Chinese fans, some of them will pay attention to one of them. And by the two VR live broadcasts separated by thousands of miles in the same day, I want to talk about the topic of VR content.
Entering the consumer market is the key to VR becoming the next generation computing platformIn 2016, whether it is PC, game console or mobile platform, we have seen the emergence of some consumer-grade VR products. The so-called VR first year, its true meaning refers to the first year of VR consumer market. We all know that VR has been used for many years in some industry sectors (such as military, aviation, etc.), but if you want to become the "next generation computing platform" that Facebook founder Mark Zuckerberg said, VR must In the consumer market, the growth from “zero to one, then to one billion†has been achieved.
Looking back at history, we will find that any generation of computing platforms will experience a roughly gradual cycle: industry applications - casual applications - social applications - consumer applications - (better) industry applications. In the era of PC (including the Internet), the earliest computers and Internet were mainly used for military and education, and then used for business office, and then a large number of excellent PC games ("DOOM", "Command and Conquer", "CS", etc.) appeared. At the same time, the multimedia function allows the PC to play a variety of VCDs and DVDs. The popularity of casual applications has made PC a must-have for ordinary people, and the popularity of the Internet has promoted the development of communication and social applications (QQ, MSN, Facebook, etc.). Next is the rise of e-commerce and shopping sites (eBay, Amazon, Taobao, etc.). The same is true in the mobile era. The earliest mobile phones can only be used to make calls and send text messages. Then there are simple games and camera functions. The earliest applications of smart phones are in the office field. The BlackBerry is popular because of its powerful mail function, and then the iPhone appears. And Android is grown with more fun mobile games and camera functions, followed by the launch of mobile QQ and WeChat, and the growth of mobile apps such as mobile Taobao and Didi. Here I want to explain that social and consumer applications are complementary, it is difficult to strictly judge who is the first, but industry applications and leisure applications must appear before the two, this is very obvious.
Now that VR is coming, I believe that its development path is basically the same. Some people may say that VR is not just needed compared to PCs and mobile phones. It seems to be the case. But when you go back 20 or 10 years ago, you will find that consumer PCs and smartphones at the time are not just needed, if there is no such excellent PC game like "Command and Conquer" or "Angry Birds" is so fun. Mobile games, perhaps the PC is only placed in the company's office supplies, while the mobile phone has a Nokia function machine is enough. History has repeatedly told us that a new hardware platform can only become a new generation computing platform if it enters the consumer market, and high quality content is the key to its entry into the consumer market.
Content is the most important condition that can currently promote the development of the industry, no one
Although we all know that high quality content is so important, the ideal is full and the reality is very skinny. The fact that we see is that whether it is PCVR or PSVR (host currently only Sony), or mobile VR (including smart phones and VR all-in-one), lack of content is the biggest obstacle to VR popularity. Please note that the so-called lack of content is not a lack of quanTIty, but a lack of quality. Whether on the Steam platform or in the Apple or Android app store, I can find countless VR games; and I downloaded a full screen VR video app on my phone, which also has countless VR Video; despite the sheer number, the games that really made me play twice and the videos I watched twice are actually very few.
It’s like you bought a game console and found that you can’t buy the game, or the game you played is very low. After two days, this game console will be thrown into the corner. Eat gray. Consumers will buy some VR hardware out of curiosity, but because of the lack of high-quality content in the industry, the experience and expectations are too large. This will not only overdraw the expectations of the consumer market, but also affect the commercialization of VR.
In the face of content dilemma, different companies have chosen different approaches to try to break. Some companies have chosen the curve to save the country, first to do industry applications, and at the same time try small consumer and consumer-level business; some companies have made a big platform, and then try to attract UGC and CP teams to join their own platforms; and some companies through deep ploughing A related technology that provides efficient productivity tools for other platforms or CPs; of course, there is also a type of company that chooses the path of “building itself and singing itself†and making PGC content while building the platform. The micro whale VR that comes to this category falls into this category.
In my previous communication with Xu Xian, vice president of VR VR, the other party said that the content is the most important condition for promoting the development of the industry in the current ecological environment, and there is no one. "Since the acquisition of Oculus by Facebook in 2014, VR hardware has formed a complete product chain system for mobile VR glasses, VR all-in-ones, PCs and mainframes in the rapid development of more than two years. Anyone can choose from them. VR hardware products that consume their own abilities and experience needs. But after choosing VR hardware, what experience can users enjoy? This is a problem that needs to be solved urgently. Is it a VR game, or a VR video, or is in the presence of it? VR live broadcast? So in the current ecological environment, the factors that affect the development of the industry are these high-quality VR content."
So the real question is, what kind of high-quality content (what) to make, how to make such high-quality content (how), can promote the development of the VR industry, especially the VR consumer market?
VR games are still difficult to popularize, VR video is the focus of the moment
In fact, in the current stage, the so-called VR content is nothing more than games and videos. In terms of games, even the top VR hardware like HTC Vive can still provide enough game effects. The main reason is that VR games have extremely high performance requirements for computing and graphics. Want to let the user see the picture quality when wearing the VR head display to achieve the high-definition effect seen by the naked eye, the actual screen resolution of the game must be at least 4K, or even 8K or 16K, which is the configuration requirements for the current PC and game console. It's hard to imagine, let alone smartphones and VRs. On the other hand, in order to get a good gaming experience, consumers have to pay a high price: PCVR and PSVR are not cheap, especially if they include PC and PS4; on the mobile side, even if they are spending You can buy a dozen VR mobile phone boxes. If you want to achieve a passing experience, you need to purchase a flagship smartphone for consumption. The dual limitations of performance and price make the popularity of high-quality VR games still need to wait for the relevant hardware upgrades to reduce prices and the experience of the CP team.
Compared to VR games, VR video and VR live broadcasts are more intimate. For example, in the case of smart phones, VR video and VR live broadcast have much lower requirements for mobile phone configuration, and their main limitations are often concentrated on network transmission. At present, many VR video apps provide caching function. Users can cache the video locally and then watch it anytime and anywhere. On the other hand, even if the mobile network is poorly viewed, users can also pass high-speed Wi-Fi at home. Watching, which also lowered the threshold to some extent.
In addition to the performance and price requirements, in the content itself, the audience of the game is still slightly less than the video or live broadcast, there may be users who do not play the game, but few users who do not watch the video or live broadcast. Moreover, the content of video content is very wide. In the field of pan-entertainment, it includes at least a variety of sub-fields such as variety, idol, music, movies, TV series, etc., and the audience in these fields is very suitable as an early stage of VR in the consumer market. user. For this problem, Xu Xian also said: "We have reason to believe that the current VR content development will first force from VR video, VR live broadcast and other technologies, and ultimately form VR games, VR video, VR live broadcast, panoramic shooting in the future. Wait for a full range of flowers to contend."
Answering “What kind of high quality content to makeâ€, the next question is “How to make high quality contentâ€.
VR video and live broadcast are not as simple as shooting
As I said before, in the choice of VR content strategy, the choice of VR VR is to build the platform and make the best PGC content. This is undoubtedly a very difficult road, because content production is not as simple as shooting, let's see how the micro whale VR is doing.
The first is IP. After the IP concept entered the public view, IP has become the consensus of content creation. If a new work does not have an IP, it will be difficult for the public to recognize it at the beginning. This is why there are so many online dramas in the Internet, and there are not many people who really like the public. The same is true for VR. Whether it is a variety show, a VR show or a VR version of the MV, there are very few completely original works, and most of them will use their existing popular variety shows or famous artists to launch their VR version. For example, SNH48, its influence is there. At this time, a VR live broadcast of a concert or a new VR version of the MV will be launched, and naturally there will be a large number of fans of SNH48 paying attention to it. The biggest value of IP for VR content is its own traffic. Of course, this value is not limited to VR, and it is also generally effective in mobile games and other fields.
Followed by technology. There are many technical challenges in making VR videos, especially high quality VR videos and VR live broadcasts. For example, in the process of live shooting, panoramic camera and professional processing software are required, and at the same time, a very high transmission bandwidth is required for pushing. In the face of these challenges, the choice of micro whales is self-research related technology. With the example of network transmission technology, the micro whale technology team reduced the transmission bandwidth to 50% of the original level through the self-developed cone projection algorithm in VR live broadcast. Left and right, and the team's long-term goal is to reduce the transmission bandwidth to about 20-30% of the original level.
Finally, the platform. A VR video or a VR live broadcast, from shooting to transmission, to the user's playback, requires hardware, software and platform. For example, if a user wants to watch the live broadcast of the micro whale VR, they need to download the app of the micro whale VR on the mobile phone; if the user wants to get a more immersive experience, it also needs to be used with the VR glasses; if the user still wants to get more The ultimate experience, while not being disturbed by the various push information on the mobile phone, the micro whale VR also prepared a VR all-in-one for the user.
Therefore, from IP to technology to the platform, behind the simple words of “VR contentâ€, it is a vast system project involving the entire industry ecological chain, which is inseparable from the development and support of relevant links in the ecological chain. Understand this logic to really understand why the micro whale VR will have such frequent actions this year.
In May 2016, Wei Whale and SMG jointly established JAUNT China with US VR film company JAUNT.
In August 2016, Micro Whale VR completed a B round of investment in the US VR live broadcast company NextVR.
In July 2016, Weibo VR and SNH48's brokerage company, Shanghai Silk Bar Culture Media, signed a strategic cooperation agreement at CJ. Siba Culture will launch multiple exclusive VR content on the micro whale VR platform.
In sports events, the micro whale VR performed VR live broadcasts of events and events including the National Football Team Warm-up Match, Kunlun Ding, 2016 Ice Festival, China Squash Open, European Basketball Champions League, 2016 Super League Awards Ceremony.
In the variety show, Wei Whale VR participated in the production of VR version of popular variety shows including "Great Challenge", "Heroes of the World", "Chinese New Songs" and "My New Clothes".
In terms of idol content, Wei Whale VR participated in the production of the first VR version of MV "Open", SNH48 "Princess Cloak" VR version MV, SNH48 éž å©§ç¥Ž "Every Day" VR version of MV, and Li Yuchun "I DO The VR live broadcast was held at the Youth Concert, MTV Music Festival, SNH48 3rd General Selection, and SNH 2nd Fashion Awards.
In other aspects, Weibo VR and CCTV collaborated on the VR documentary "Polar" and conducted an exclusive VR live broadcast of the October Hammer Technology launch.
Summary: At this stage, only integrated technology and content can further lead the development of the VR industry.
In summary, the current content of the VR industry is only solved by high-quality PGC content, and the output of high-quality PGC content is not only related to the content itself, but also needs to be laid out for the VR industry chain. Integration. Among the choices of many VR companies, I agree with the way of micro-whales. Here is a quote from Xu Xian: "The micro-whales hope that they can integrate the technological change capability and the content media capabilities, and thus drive the entire industry. The development of the ecological chain is to play the role of an industry leader and content producer." I think this is also the strategic direction that every enterprise that wants to lead the development of the VR industry should choose.
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