superdata 2018年xr混合现实行业调查报告vr英文

CONTENTS

TOC\o"1-1"\h\z\u

Introduction 3

VR&AR–Where’stheGrowth? 5

Strategies&Investments–WhereAreMoney&ResourcesFlowing? 8

ChallengestoIncreasedAdoption 10

XRinEnterprise–UsesandImpacts 12

UpcomingEvents:VRX2018 19

AboutVRIntelligence

VRIntelligenceistheworld’sleadingnetworkofsenior-levelbusinessleadersinVR,ARandimmersivetech,broughttogetherattheannualVRXeventsinSanFrancisco(December)andAmsterdam(April).Ouryear-rounddialoguewiththeindustry’stechinnovatorsandforward-thinkingstrategists,allowsfortheproductionofmarketleadingevents,insightsfromindustrythoughtleadersandconnectionswithindustrypioneers.

AboutSuperData

Foundedbyveterangamesindustryresearchers,SuperDataResearchisthe

world’sleadingproviderofmarketintelligence.SuperDataoffersquantitativeandqualitativeinsightsonvirtualreality&XRacrossindustryaswellfree-to-playgames,digitalconsole,mobile,PCdownloadable,streamingmediaandgamingvideocontent&eSports.SuperDatahelpsitscustomersunderstandwhatpeopleplay,connectto,watch,andspendon.

INTRODUCTION

byRichGoddard,CommunicationsDirectoratVRIntelligence

VR,AR,MR,XR–whicheveryourfavoredreality,there’slittleargumentthatthemovetoimmersivehasbeenoneofthemosttalkedabouttechnologyshiftsofthepastfewyears.Withtheabilityandaspirationtotransformthewaywelive,workandplay,therearefewwhoselivesthistechnologyisexpectednottoimpactasthetechnologymatures.

Butbehindtheexcitementandmediahype,aglobalcommunityoftheworld’sbrightestmindsarelivingday-to-dayintheeyeofthestorm–innovating,developing,collaboratingandbringingimmersivetecheverclosertothepotentialit’sbeenchasingfordecades.

Withourglobalnetworkofthoseleadingthechargeinvirtual,augmentedandmixedreality,thisannualsurveygetsusontothefront-lineoftheindustry,tofindoutexactlywheretheindustryisat.ItprovidesarealinsightintothemajorchallengesandopportunitiesinXRgrowthfortheconsumerandenterprisemarketsandtherevealstheperspectivesthosedevelopingthetech,solutionsandcontenttosupportit.

TheresultsofthissurveygiveinsightsintowherethegainsarebeingmadeinconsumerandenterpriseXR;howbusinessesareplanningtospendoverthenext12months;themajorchallengescompaniesarefacingtopushtowards

massadoption;andwhichindustriesaretakingtheboldeststepswiththeuseofimmersivetechfordifferentbusinessapplications.

Respondents

Thesurveyquestioned595VRandARprofessionalsfromaroundtheworld,representingourprimaryaudienceofsenior-leveldecisionmakersacrossthespectrumoftheindustry–acrosssectionofcontentcreators,hardwareandsoftwaremanufacturers,industryendusers,consultants,analysts,press,andthoseplayingtheirroleinpushingtheindustryforward.

Graph:Respondents’BusinessCategories.Graph:Respondents’Jobtitles

TogetherwithSuperData,thesurveyhasbeenproducedinconjunctionwithVRX2018,thesenior-levelB2BeventforVR&AR,thisDecember6-7inSanFrancisco.Formoreinfo,visit

/vrx

orcontactPeteCarkeekat

pcarkeek@

VR&AR–WHERE’STHEGROWTH?

BothVRandARcanbeseenmakingwavesacrossmostindustriesimaginable.Fromconsumer-ledindustrieslikegaming,TVandfilm,toenterpriseapplicationslikeproductdesign,trainingandcollaboration,businessesofferingXRsolutionsandcontentareenteringdifferentmarketswithvaryingsuccess.

Sowherearetheyseeingthemostgrowth?

Graph:Growthbybusinessareaoverpast12months

RespondentswereaskedtodescribethegrowthoftheirVRandARbusinesses,acrossconsumerandenterprise.Theresultssuggestthatbothtechnologytypesarefaringsimilarly,withreportsofstrongorverystronggrowthrangingbetween25%and43%forallofthem.

Onthewhole,ashasbeenwidelyreported,enterpriseseemstobeseeingthemostgrowthcomparedtoconsumer.ParticularlyinVR,consumergrowthhasbeenconsideredweakerthanexpected–areflectionofslowsalesofhigh-endheadsets.

Thatsaid,standaloneheadsetslikeOculusGoareslatedtogeneratethemajorityofconsumerVRrevenuestartingthisyearandhelptomakequalityVRexperiencesmoreaccessible.

Thecurrentfront-runnerisARinenterprise,whichhasbeguntosignificantlyimpact

industriesrangingfromaerospaceandautomotivethroughtoretailandhospitality.

Unsurprisingly,wherecompaniesarecurrentlyseeinggrowthisbeingreflectedin

wheretheyintendtospendoverthenext12months.

Graph:Priorityforthebusinessovernext12months

EnterpriseapplicationswilltakethehighestpriorityinbothVRandAR,asitismorefeasibletocorporationstoinvestatscalewhilethehardwareremainsrelativelyhighlypriced.

Fromaconsumerperspective,thechicken-and-eggscenarioseesalackofconsumeradoptionbringingalackoffocusandinvestmentfrombusinesses–somethingwhichisarguablyneededinorderfortheconsumermarkettomoveforward.ThishasbeenseenwiththelikesofVRpioneers,CCPGames,pullingoutofVRgamedevelopmentfortheforeseeablefuture.

OutsideofgameslikePokémonGO,directmonetizationofmobileARappshasbeenlimitedsofar.Thissegmentwilldependonbrandsandadvertisingtodriverevenueuntilconsumer-readyAR/MRheadsetshitthemarket.

Aswe’llseeintheenterprisesection,educationisthemostin-demandfield(seepage12),andisalsothemostcompetitiveoneinenterpriseXRgiventhathalfofallsupply-sidecompaniescurrentlyworkinthespaceorintendto.

Graph:Prioritybyindustryovernext12months

Thoughit’sworthconsideringthat,duetothelimitedspendingpowerofindividualeducationalinstitutionscomparedtoaFortune500company,XRcompaniestargetingtheeducationfieldwillneedtoaccruealargeclientbase.

Incontrast,AECisthefifthmostpopularsegmentforsupply-sidecompaniesbutisthesecondmostin-demandsegment.Supply-sidecompanieswhotargetAECmayhaveaneasierjobgiventhelowerratioofcompetitorstopotentialcustomers.

Manufacturingsimilarlymayhaveunderserveddemand,butcompaniestargetingthisfieldmustbepreparedforarapidshifttowardAR/MRfromVR.

STRATEGIES&INVESTMENTS–WHEREAREMONEY&RESOURCESFLOWING?

Thewaybusinessesprioritizetheirinvestmentsgivesanindicationofnotonlyhowthebusinessisfairingrightnow,butalsowheregrowthcouldbestimulatedthroughinvestmentfromtheindustry.

Graph:Investmentpriorityovernext12months

MostVR&ARcompaniesareprioritizingthedevelopmentofnewandexistingproducts,marketingandsales,wherehiringandHRseemstobesignificantlyfurtherbehind–perhapsasuggestionthatcompaniesarefocusingmoreonachievinggrowththantheyarecurrentlyfulfillinggrowth.

Where’sinvestmentneeded…andwhere’sitactuallygoing?

TheindustrycitesanumberoftechnologicalinnovationsrequiredinorderforVRandARtobecomemorewidelyadopted.Butwhere’stheinvestmentactuallygoing?

Weaskedrespondentstonotonlytelluswhichpiecesoftechnologytheybelievearemostimportanttodevelop,butalsowhichthey’reactuallyinvestingin,toseewherethemajorgapsareandwhetherthey’rebeingfilled.

Theresultsaremixedwithregardstoinvestmentsneededvsinvestmentsbeingmade.

Graph: Investmentsrequiredforgrowthvsactualinvestmentsplanned

Ononehand,theadvancementsdeemednecessaryinareassuchasmotion

trackingandWebVR/WebARarealsoapriorityforinvestingforasignificantportion

oftheindustry.

Ontheotherhand,Fieldofview(FOV)improvementsaregenerallyagreedtorequireinvestmentbut,whenthedecisionsoninvestmentsarebeingmade,thiscategoryseemstobemissingout.

ThedataalsosuggeststhatHMDcomfortandusabilityisakeyareafor

improvement,butisalsolowerdowninthelistintermsofinvestment(though

it’sworthnotingthatonly7%ofsurveyrespondentstothisquestioncamefrom

hardwarecompanies).

CHALLENGESTOINCREASEDADOPTION

ExpertshavelongpredictedthatVRandARwouldtaketimetoreachmassadoption,acrossbothconsumerandenterprisemarkets.Astimegoesby,thebarrierstomassadoptionarefalling–withhardwarepricesdropping,

improvementsinboththequalityandvarietyofcontentandanongoingwaveof

technologicalinnovations.

Sowhatarethemainbarriersstillyettobeovercome?

Graph:Majorbarrierstomassconsumeradoption:

Generallyspeaking,theindustryhasthesameconcernsasinlastyear’ssurvey,

onwhichfactorsareholdingVRandARbackfromwideradoption.Butthemostsignificantdifferencecomesinrespondents’viewsonthepricingofHMDsandlackofcontent;downfrom60%to51%and62%to52%respectively.

ThechangeinopiniononpricingismostlikelyareflectionofthepricedropsfrommajorheadsetmanufacturerslikeHTC,OculusandGoogle;whiledevelopments

incontentcreationarestartingtoalleviatethisparticularbarriertoadoption.Additionally,standalonedeviceslikeOculusGoandLenovoMiragehavebroughtdowntheentrypointpriceofhigh-qualityVRastheydonotrequireaconsoleorpowerfulPC.

Despitethis,pricingandcontentarestillthemajorconcernsfortheindustry,byasignificantmargin.

Graph:Expectedtimeframeformainstreamadoption

ThegeneralfeelingwithintheindustryisthatARwillreachmainstreamadoptionsoonerthanVR.Thiscouldbeattributedtoanumberoffactors-buttheavailabilityofopencontentdevelopmentplatformslikeARCoreandARKitwillcertainlyplayaroleinfillingthecontentgap,whilethesuccessofNintendoandNiantic’sPokemonGoprovidedthefirstrealexampleasmashhitgamingtitle-somethingVRisarguablyyettoachieve,atleastonthesamescale.

Inadditiontostandaloneapps,socialmediaplatformshaveintroducedARtousersthroughfeatureslikeSnapchatLensStudio,makingstrongstepstowardsaneasilyaccessibleandusableproduct.

XRINENTERPRISE–USESANDIMPACTS

Asnotedintheprevioussection,thewaitforconsumeradoptionhasseenmanyVRandARcompaniestargetenterpriseastheirsourceforshorter-termrevenueandgrowth.Fromautomotivetoarchitecture,retailtotourism,manufacturingtoconstruction,immersivetechisimpactingthewaycompanieswork,design,communicateandsell.

Inthissection,weexplorewhichindustriesarehosttotheearlyadopters,wheresuccessisbeingfoundandwherethegapsaretofurtherintegrationofXRtechnologiesandcontentinenterprise.

BusinessesalreadyusingXRtechnologies

Graph:IndustriesofcurrentandprospectiveXRend-users

TheeducationandAECindustrieshavethelargestvolumeofpotentialenterpriseXRcustomers.However,someadditionallucrativeindustriesforsupply-sidecompaniesarealsoshowingsignificantsignsofdemand.

Educationisstillthemostcommonindustry,buttheshareofend-userfirmsinthissegmenthasfallenfrom31%infall2017to23%insummer2018.AwiderarrayofenterpriseusersareenteringthefieldandseeingthebenefitsofthetechnologieswhichmeanstheXRmarketisexpandingbeyondacademiaandrelatedfields.

Potentialusecasesstillvarywidelybyindustry,soXRprovidersmayneedtopicktheirtargetindustriesorareasbasedontheapplicationsthatsuitbest.Asthetechnologiesandusecasesevolve,moreandmorecompaniesaredefiningtheirnicheareas–suchasautomotiveorarchitecture,ortrainingorproductdesign–placingtheirflaginthegroundaseachareagrowsandbecomesmoremainstream.

Graphs:CurrentVR/ARusageinenterprise

ClearlythemajorityofenterprisesusingimmersivetechseebenefitsincombiningbothVRandAR.Asmallershareof“AR-only”respondentsindicatesthatbusinessesarestilllearningtheropesofthismedium,whereasagreatershareofcompanieshavealreadyidentifiedconcreteusecasesforVR.

Forearlyadopters,theuseofARisclosetopullingevenwithVRinmanufacturing,salesandmarketing.

Graph:CurrentXRintegrationbyusecase

TheubiquityofmobileARmakeitanobviouschoiceforcreatingtoolsforsellingconsumergoodslikefurniture,clothing,andcosmetics.PrimeexamplesarethelikesofIkeaPlace,allowinguserstoseeifvirtualfurniturewillfitintheirreal-worldroom;orwhereFacebookiscurrentlytestingARadstoshowhowitemslikeglasses

willworkonusers.Internally,companieslikeLockheedMartinhavebeenusingARinthemanufacturingprocessforyearstorelayinfotoemployeesquickly.

WhileARgeneratesmainstreamheadlines,enterpriseendusersstilluseVRmoreheavilyforeveryindustrysegment.VRleadsARheavilyintraining(94%versus51%)asVRhasthecapabilityneededtocreatefullyimmersiveenvironmentsandtruetolifescenarios.

VRtrainingdoesnotjustteach“hard”skills,butalsosoftskillslikeempathy.Forexample,EmbodiedLabsletscaregiversfortheelderlyexperiencesimulatedvisualandmentalimpairments.

However,therearealreadyusecasesfortraininginARinsteadVR.BoeingdevelopedasolutiontoitscomplexproductionprocessbyworkingwithUpskill,whichfocusesonprovidingARtocompaniesinindustryandmanufacturing.Workersexperiencehigh-skillproductiontasks,suchaswiringandassembly,throughtheglassesina

virtualenvironment.Trainingwiththeglassesallowsengineerstopracticewithnocostorimplications.Asaresult,Boeinghada25%dropinproductiontimeaccordingtoUpskill.

XRinBusiness–Doesitwork?

ThehypearoundVRandARconsumesenterprisemarketsjustasitdoesconsumer.Sodoestherealityliveuptotheexpectations?

Graph:ImpactofXRonbusiness

WeaskedrespondentsabouttheeffectVRandARhashadontheirbusiness,from

positivetonoimpact.

Thegraphaboveshowspositivesignsoftheimpactthatimmersivetechishavingonenterprise.Over80%ofrespondentsindicatedthatVRwashavingapositiveimpactontheirbusinessandnearly70%saidthesameforAR.

VRtechismorematureatthispointandhardware/softwaremakershavehadtimetotailorcontenttotheparticularneedsoftheenterprisesegmentsthey’reworkingwith.Asaresult,companieshaveseenamorepositiveimpactafterimplementingVR,overAR.

BusinessyettostartusingXRtechnologies

Graph:ConcernsofintegratingXRintobusiness

Whileearlyadoptershavebeenexperimenting–andoftenembracing–immersivetech,thevastmajorityareyettorealizethepossibilitiesthetechnologiesprovide.Sowhat’sholdingthemback?

ResultssuggestthatsuppliersstillneedtoprovideclearusecasestogetcompaniesonthefencetotryXRtechnology.Withthisinmind,investmentinB2BmarketingandPR,withaclearandconcisemessage,casestudiesandcompetitordata,havethepotentialtopaydividends.

Relatedtothisistheimportancefortheend-usertounderstandthespecificbusinessareasthetechnologycanbringbenefitandwhichtypeofimmersivetechwouldbemostsuitabletodoso.

Inexploringwhereenterpriserespondentsfeltitmightbeofuse,ARappearedmoreappealingthanVRforcompaniesthatarestillonthefenceaboutusingXRintheenterprise–ironic,whenVRisactuallybeingmorewidelyused.It’sdifficulttoknowhoworwhythisisthecase,thoughitmaysimplybethattheconceptandbenefitsofVRaremoredifficulttounderstandwithoutactuallytryingaheadset;whereasARcanbeviewedfroma3rdpersonperspective.Eitherway,itdoessuggestcompaniesprovidingVRsolutionsneedtoworkonhowtheycommunicatethebenefits.

Graph:Wherecurrentnon-userswouldbeinterestedtointegrateXR

InvestingmoreinenterpriseXR

Ultimately,thebenefitsofXRintheworkplacecanbeindicatedbywhetherornotcompanieswillre-invest,oncetrialed.Soweaskedbothcurrentusersandnon-userstotelluswhetherornottheyintendtodoso.

Futureinvestment

BusinessesalreadyusingXRtechnologies BusinessesyettostartusingXRtechnologies

Graph:ArebusinesseslikelytoinvestmoreinXR?

Theresultsshowthat,onceindustryendusersgiveimmersivetechnologyashot,theyusuallyseetheROIandthevalueininvestingagain.Amongthosewhocurrentlyuseit,63%definitelyplantoinvestmoreinit,comparedtoonly32%ofthosewhohaven’tyettriedit.

Aspreviouslynoted,thisonceagainsuggeststheimportanceofbeingableto

trialthetechnology,inordertogainatrueappreciationofthebenefits–anotetosuppliersandvendorsindevelopingasalesandmarketingstrategy…andanotetoenterprisestogiveitatry!

UPCOMINGEVENTS:VRX2018

Togainfurtherinsightintowhat’sreallyhappeninginXR,join800+industryleadersatVRX2018,thisDecember6-7inSanFrancisco.

FocusedonfilteringthroughthehypearoundVR,ARandimmersivetech,theline-upincludesover90senior-execspeakersfromGoogle,HTC,Microsoft,GeneralMotors,ParamountPictures,HP,Survios,Nestlé,DHLandothers–withmanymoretobeannounced.

TheagendawillcoverbothconsumerandenterpriseVR,includinggaming,film,TV,AEC,automotive,manufacturing,retail,healthcareandbeyond;withtheunderlyingaimtobringtogetherthoseinthedecision-makingposition,tounderstandwheretheindustrystandsandwhat’sneede