"The Chinese government is the one we see most support for AR development. We have active cooperation with the education, public security and other departments." Ryan told the 21st Century Business Herald. "From the current point of view, virtual reality, augmented reality and artificial intelligence are the areas where China can achieve international technology overtaking." Gunleik Groven told the 21st Century Business Herald.
When Pokemon Go, a mobile game in the summer of 2016, ignited public enthusiasm for Augumented Reality, the market focused on global capital, especially Chinese capital, on this early disruptive technology. In 2016, CBInsights research showed that the augmented reality and virtual reality industry investment amounted to 1.8 billion US dollars, 1.4 times that of 2015. Internet giants such as Alibaba, Tencent, and Lenovo all joined the blue ocean with high-quality capital.
Therefore, at the world's largest new technology show, the International Consumer Electronics Show (CES), it is difficult for participants to pay attention to the latest developments in the augmented reality field, but they will inevitably be disappointed: the exhibition hall is still the home of virtual reality. All major manufacturers use various VR heads to display new products. In the AR field, they are still dominated by Microsoft's HOLOLENSE, with some sporadic hardware releases; and in 2016, the most popular, including Alibaba. A number of giants investing $794 million in the AR company Magic Leap still failed to show new products. From the perspective of external hardware that can be demonstrated, the market does not seem to be fully mature.
But in fact, this is just a temporary and superficial silence in the development of a new technology. As long as the international giants from CES can see the clue: Google announced its continued efforts on its mobile AR platform Tango, including Huawei and Asustek, Tango, Facebook listed 10 years of AR development plan, Microsoft continues Keeping HoloLense's lead, and the unpowered Apple has recently revealed that it will make a difference in AR.
The same competitive situation appears in the AR field of Chinese companies and their investments. In an exclusive interview with reporters from the 21st Century Business Herald, whether it is the Israeli technology company Infinity invested by Ali, the Meta2 invested by Lenovo and Tencent, or the ODG of the old US military AR invested by Chinese companies, it will become the leading overseas leader in 2017. AR's first year of real entry into the Chinese market. Wu Enda, Baidu's chief scientist with independent research and development capabilities in BAT, also told the 21st Century Business Herald at the show that he is optimistic about the future of augmented reality and believes that the future AR will be perfectly integrated with artificial intelligence.
In fact, since 2015, China's VR market has been hot, and AR is still in its infancy. "I believe that there will be a lot of things about AR appearing in China this year. From hardware to application, 2017 will be a year of blowout." MotTI Kurshir, CEO of Inariity, an Israeli company based in Alibaba, told 21st Century Business Herald. . He said that with the entry of hardware in 2017, there will be more development power tilting towards AR, and a series of applications will be developed, and the potential of AR can be seen more by the market.
Perhaps 2017 will soon become the first year of China's AR, and the giants will also launch a fierce platform battle.
International AR hardware vendors have entered China in 2017In terms of the amount of investment, Ali invested in Magic Leap, Infinity and the newly announced lens company Lumus in the AR field. The investment in the industry has reached 220 million US dollars in one year. Tencent and Lenovo are only behind, and in addition, many industrial companies have joined.
From the point of view of CES, in 2017, the huge investment of Chinese enterprises in AR will show initial results. The mainstream glasses manufacturers at CES, especially those with Chinese capital, plan to use 2017 as an important time to enter the Chinese market.
The Osterhout Design Group (ODG), which has been providing augmented reality technology to the US military for many years, has received much attention at CES. Since its establishment ten years ago, ODG has been a private company. When it first received foreign investment last year, its major shareholder was the Hollywood production company 21st Century Fox, while China's partners were lens manufacturer Ofilm and Liaoning Wanfang Development Fund, which started from real estate.
On January 4th, ODG announced two R-8 and R-9 AR glasses for enterprise-level at CES, and won many innovation awards. Just one week later, on January 12th, China Mobile's Mi Mi and ODG officially launched the Chinese version of MR smart glasses MIGUGlass in Shanghai.
“In fact, this is the first time we have cooperated in the world. The reason we chose China is because of its huge AR market,†ODG CEO said in an exclusive interview with the 21st Century Business Herald. “China Mobile will be the distributor of this glasses, and its content group, Mi Wei, will specialize in content creation and cooperation for the platform.â€
Israel's Infinity, which Alibaba invested in, is also preparing to embed its unique AR algorithm, SLAM, into Chinese eyewear manufacturers. Unlike the ODG licensing model, Infinity will work with many OEMs in the country to OEM. “We have designed the technology and we will hand over the part that makes this Chinese company good at Chinese companies.†Infinity CEO told the 21st Century Business Herald.
Effie Li, head of China, told the 21st Century Business Herald that there are many Chinese manufacturers discussing it and will launch new eyewear products in 2017.
Ryan Pamplin, executive vice president of AR glasses, invested by companies such as Lenovo and Tencent, revealed to the 21st Century Business Report that the second-generation Meta 2, which Meta has just released in the US, will be released in China within one month. "It will be launched by our investors and partners Lenovo, hoping to enable more Chinese developers to develop applications based on the unique features of Meta."
Although this Meta2 is not publicly displayed at CES, the market generally believes that Meta's gesture recognition is currently a very competitive part. Ryan said that after CES, engineers have improved on basic technologies such as tracking and positioning.
"The reason why these AR hardware manufacturers have entered China at the same time is very clear: as an advanced technology, whose platform has become the first to be accepted by the market, it will have an unparalleled advantage, and is currently in the definition period of this platform. Gunleik Groven, CEO of Norwegian AR technology company Quine, who participated in the CES exhibition, said in an interview with a reporter for the 21st Century Business Herald.
In addition to the above-mentioned Chinese direct investment AR hardware, as early as the end of 2016, Microsoft's Holo Lense is also the most mature product on the market, announced that it has obtained the approval of the Chinese government, will enter China in 2017, and open OEM At the same time, it will attract many developers to develop.
For now, for developers, both Holo Lense and Meta 2 use Windows 10, while Infinity and ODG use Android.
Baidu, Google Force Mobile and Artificial IntelligenceThe hardware is by no means all of AR. The combination of mobile phone mobile development and artificial intelligence is becoming another mainstream in the market.
Unlike Ali and Tencent, on January 16, Baidu chief scientist Wu Enda announced at the press conference that Baidu Research Institute established AR Lab, and Wu Zhongqin, senior director of Baidu Deep Learning Lab, was the head of the lab.
AR Lab became the fourth laboratory under the Baidu Institute. Baidu Research Institute is headed by Wu Enda, including Silicon Valley Artificial Intelligence Laboratory (SVAIL), headed by Adam Coates; Deep Learning Lab (IDL), Lin Yuanqing as the person in charge; and Big Data Lab (SDL), Fan Wei is the person in charge.
At the same time, Baidu launched the AR open platform Du Mix, developers can use the platform to launch AR products, content creators can also use the AR editor to create AR animation.
Wu Enda introduced that behind the AR, artificial intelligence technology is needed as a support. For example, when the AR is triggered, the scene needs to be understood. At this time, the ability of image recognition, object recognition and human body recognition is needed.
In fact, this is also slightly similar to Google's. Google's Tango system is specifically designed to force the mobile end, which has special requirements for the lens of the mobile phone.
"At the moment, Google and Baidu are slightly different. Baidu uses a relatively simple way to embody AR, and has the potential to be introduced to the market soon," Gunleik Groven said in an interview with the 21st Century Business Herald.
In addition, Lenovo's AR ambition is also worthy of attention. Its C200 AR glasses have been well received, in addition to AR, this is an artificial smart glasses. Lenovo said the C200 can recognize 20 objects, including various images and architectural drawings. This is because it has built-in AI software called Lenovo NDB MarTIn. The AI ​​assistant provides information through computer vision, plus a camera, user habits and various sensors, as well as voice, gesture and button controls.
In terms of software, Lenovo launched a platform called Lenovo NBD TItan to facilitate developers to develop AR content. There is also a graphical editing software that allows you to create AR content without programming.
China's AR technology is expected to achieve overtakingIn fact, at CES, there have been many new breakthroughs in the virtual reality field related to China. Lenovo and Microsoft are collaborating to launch a more affordable virtual reality headset, priced at $300-400; new glasses released by ODG, China's investment, won several CES awards and became one of the hottest hardware products on the site; focused on education for children The AR mirror launched by China Mobile VR game maker NeoBear, which provides AR content, has also gained market recognition.
Where are you going next? The market believes that content and artificial intelligence will be the future force on the basis of the maturity of hardware.
From the policy level, the state has also given great support and recognition to this new technology. On January 15, the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the "Opinions on Promoting the Healthy and Orderly Development of the Mobile Internet", which included augmented reality as one of the important goals of China to achieve a systematic breakthrough in core technologies, and demanded that virtual reality be tightened. The key technology layout including augmented reality, as soon as possible to achieve some cutting-edge technology, disruptive technology in the world to take the lead in breakthroughs.
Market participants believe that China has in fact become the main consumer market for low-end AR content. Alipay new version 10.0.0 will launch a new red envelope feature - AR real red envelope. It is similar to the popular AR+LBS game Pokemon GO. It is also based on geographic location information and augmented reality, but even more powerful is the AR real red envelope that adds image recognition.
“Image overlay plus LBE is currently the mainstream gameplay in China.†Effie Li told 21st Century Business Herald.
But obviously the ambitions of the Chinese and foreign industries do not stop there. An activity initiated by Baidu to restore the old Beijing nine gates through AR technology is an example of mobile AR. According to Baidu, the mobile AR technology is divided into four parts: image recognition, 3D perception and tracking, human-computer interaction, 3D rendering and virtual reality.
According to Digi-Capital, the next wave of investments will most likely target content and applications. In a recent survey of founders of AR and VR startups, technology executives and investors, game content, film/television and live events were the three most popular industries in the next 12 months.
"The Chinese government is the one we see most support for AR development. We have active cooperation with the education, public security and other departments." Ryan told the 21st Century Business Herald.
"From the current point of view, virtual reality, augmented reality and artificial intelligence are the areas where China can achieve international technology overtaking," Gunleik Groven told the 21st Century Business Herald.
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