On April 19, the Ministry of Industry and Information Technology and the State-owned Assets Supervision and Administration Commission issued the "2019 Special Action Notice", which clearly stated that "double G double mention" will be launched to promote fixed broadband and mobile broadband into thousands. Mega (Gbit) era. On June 6, the Ministry of Industry and Information Technology officially issued 5G commercial licenses to China Telecom, China Mobile, China Unicom and China Radio and Television. The era of ultra-wide is striding forward!
If the fixed-line broadband is from K to hundreds of megabytes for more than a decade, IPTV is filled with video. Bandwidth and increased user stickiness are the tools of the operators. From wireless communication 1G, 2G, 3G to 4G also have iconic changes: 1G analog communication calls, 2G text messaging, 3G Internet play applications, 4G video plus applications. Then, if the 5G+Gigabit era only raises the video from 4K to 8K, or is it still in front of these applications,The effect is obviously not stunning enough - the super highway needs to be super-run to have a sense. The first luxury car that the operators ran in front of was VR, would you like to get on the bus? of course!
In September 2018, China Unicom released the "China Unicom VR Business Development White Paper", "Cloud VR" (Cloud VR) is expected to become its first batch of 5G Business; China Telecom, which is more anxious than China Unicom, jointly launched cloud VR products with Huawei on its 10th Tianyi Intelligent Eco Expo on September 13, 2018. The two parties jointly established a business in February of that year. Joint Innovation Center (BJIC), Cloud VR is the first product released by it. It is expected to be commercialized in the third quarter of this year. China Mobile is faster than Telecom. On July 18, 2018, Fujian Mobile Cloud VR project started. Commercial trial, on April 17, 2019, Zhejiang Mobile 5G Cloud VR friendly customer recruitment started.
VR is heavily dependent on the pipeline's large bandwidth and low latency characteristics.This gives operators the opportunity to build a new track with a difference experience, which is the biggest motivation for the three major operators to get on the VR car.
01 Why is VR and must be Cloud VR?
VR is not new, its birth can even be traced back to decades, and it was very popular in China during 2016-2017, all kinds of high school low-end soft The hardware is constantly emerging, and the VR experience users at various exhibitions are endless. Even when there is such a deficiency in fashion, its immersive experience still astounds the years and gentle times, so so many people have entered this field. However, as the capital ebbs, it ends up being chicken feathers. In the public, perhaps the eggshells in the mall are the easiest way for them to get to VR, but the impression of the experience is not very good at the moment.
In terms of the author, because of the industry-related, high-end equipment from the show,The helmet-type, glasses-type and even the simplest paper-shell and lens assembly, and then the eggshell in the mall, have personally experienced. There isn't one that I am willing to pay for - the effect is a little too expensive, and the cheap experience can't. And the overall wear is not comfortable, the head is pressed, and the user is not friendly enough.
In fact, VR is an immersive experience, many scenes are very imaginative space. For example, education (digital museums, celestial demonstrations, virtual driving, etc.), such as star concerts, such as travel, viewing, and so on. This is an experience that neither AR nor holography can replace. At least for the moment, we have not found any business that is larger and more executable than VR in the ultra-broadband era. Not VR is not good, the experience before and after VR is not good enough.
The VR experience is not good with hardware limitations, there are content restrictions, and network restrictions, of which the network is even the most influential, especially for VR popularity.
The three network factors that have the greatest impact on the VR experience are: bandwidth, packet loss, and delay. At least 200M bandwidth can guarantee the user base experience, if the future For a comfortable experience, the bandwidth should be as high as 1G or more. For strong interactive services such as VR games, the end-to-end delay must be less than 20 milliseconds to ensure no obvious delay and dizziness. Of course, it is best to move freely based on Wi-Fi to get rid of the cable bondage. In order for everyone to enjoy such VR services, network upgrades to gigabit bandwidth are a must. Now, "Double G Double Lift" is moving, 5G is coming, and the network will no longer be an obstacle.
From a global perspective, the VR innovation curve is in the recovery period. Although the country is slightly behind, it has already improved a lot. For example, the three major operators and Huawei’s efforts to follow up,For example, in the second quarter of 2019, the launch of the Pico G2, Skyworth 910, Iqiyi Adventure 2S and other hardware has been sent to the binocular 4K terminal, the weight of the whole machine can be 300~400 grams. From the end of the industry, it can be said that the network and the terminal side have been prepared for widespread use. In contrast, content supply, especially high-quality content/applications, has become the main business bottleneck, such as building a story-based, multi-scene VR content shooting requirement that is significantly higher than HD/4K shooting, ensuring that VR video is a good experience. Ten G brings tremendous pressure on network transmission and end-to-end experience guarantee, and Cloud VR is the best choice.
Cloud VR (Cloud Virtual VR) introduces the concept and technology of cloud computing and cloud rendering into VR business applications to realize computer >Graphics rendering and content on the cloud, the host moves to the data center of the operator, and then passes the video encoding to the terminal through the video stream.Cloud VR has the features of lightweight, cost reduction, cloud rendering, which is more easily accepted by users and will more effectively support the future of VR business. The scale of commercial use, and can provide services to users anytime, anywhere. From the user level, there is no need to invest huge cost to purchase the host, and the integrated machine and even the glasses can realize the best PC VR experience in the current VR device. From the content owner, there is no need to worry about different terminal and network impact experiences, and copyright protection is more convenient. From the operator's point of view, 5G licensing means a new round of competition for users, watching video 4G is enough, 5G needs a new killer business. In addition, the state has been demanding speed-up and fee reduction. How to make users willing to pay or even add value, it also needs such a killer business, just like IPTV is broadband value-added.
Cloud VR allows operators to collaborate on cloud networks and is a good choice for saving money.Both Gigabit and 5G require a lot of investment, and operators are in desperate need of a bright and experienced business to let users choose themselves in the 5G Gigabit era. VR, this user has a clear awareness of the business, once the experience is actually improved, it will be easy. Open the situation, and the price of the two-eye 4K helmet is currently more acceptable to users. If the operator reaffirms the determination to develop IPTV in the same year, unified terminal organization and scale collection, implementation of package bundling sales mode, user-side terminal purchase price can be lower, will greatly promote industrial development. Once the terminal is popularized, the content is bound to rise, and the demand for the network is also a natural chapter - the entire industry will be rushing forward.
022B, 2H or 2C? And the business scenario where Cloud VR is the most likely to break through.
The vision of Cloud VR is beautiful, but how do you grasp the moment? The reality is that both Gigabit and 5G have just opened their heads, and VR is a mutually reinforcing relationship. In the context of the network that requires a lot of money and energy,New business exploration must focus on the advantages and strive for rapid breakthroughs. Which VR is expected to break through first – 2B, 2H or 2C? The streaming media network believes that 2H is currently the most feasible direction for the experience accumulated by operators on IPTV and the development trend of the dual G era. IPTV is first for family services, and later for hotels and enterprises, but in fact, it has not yet jumped out of the home-end experience, nothing more than the enhancement of corporate attributes. Therefore, 2H is also likely to become the first breakthrough market for Cloud VR, and it is likely to have strong social attributes, such as VR giant screen theater, lightweight VR games.
There are currently five VR business scenarios that are widely optimistic: VR live broadcast, VR giant screen theater, VR panoramic video, VR education, VR games.
In terms of IPTV and OTT experience, video viewing is just the need for users, and the basis for large bandwidth is needed. And another heavy reliance on the Internet is social demand. So, if the VR 3D giant screen theater can get through social properties,It will become the new need of the 5G Gigabit era. Forever the emperor is watching the movie. The family, friends and lovers in the distance seem to be sitting next to you, and you can also exchange your feelings at any time, instead of just watching the movie in the cinema. Especially to watch the game, you can visit the stadium, you can also switch the angle of view, and always communicate with the buddy, and then because of the traits of VR, you can even see the background of each player on both sides of the screen at any time. Wait. A variety of promising scenarios will completely overturn the existing viewing and viewing experience. In the current VR high-quality content is generally scarce and fragmented, operators organize periodic variety shows, events and movies / animation 3D transcoding to provide 3D video content quickly, VR 3D giant screen will greatly help operators to quickly VR The first big scene of the user's scale.
The size of the game market does not need to be rumored. For 2H, it is a lightweight VR game, such as fitness. If you follow the teacher in the screen to do yoga, the teacher is always ready to help you determine whether the action is up to standard, which is definitely more interesting and effective than just receiving information on the screen. such as,You can also come to the parent-child badminton. You don't have to go out to the sun, you don't need to book the venue in advance, and you can reach the amount of exercise. From the family to the outdoor, 5G scale commercial is coming soon, the terminal form of 5G mobile phone + VR glasses is rapidly enhanced due to its portability. In the future, 3D VR games will be experienced in a secure environment, and the accompanying social game interactions may occur anytime and anywhere.
The author is most looking forward to the future of VR education. As one of the thousands of Chinese parents, the author deeply understands that parents have no hesitation in education investment. Therefore, only the industrial white paper published by the Chinese Academy of Sciences Big Data predicts that the size of China's online education market is expected to exceed 300 billion yuan in 2018. Or “counseling, homework, learning and advertising” The launch was 10 million a day, which shocked the advertising industry. Of course, if the teacher is standing at the podium, he may not need VR. But if you are talking about the Milky Way, talking about the ocean, and talking about the human body structure, if you can virtual reality, I believe that children must love to learn, learn well, remember to be strong. The content doesn't even need a lot,There are several ways to get cooperation with the school. More importantly, the school covers thousands of families, and VR Education has the opportunity to achieve a breakthrough in the 2B2H market. Of course, VR education has other than children and adolescent education. For example, if you can experience virtual reality and experience for a period of time, you can greatly eliminate the clutter caused by the tension of novice operation.
The author is also optimistic about the 2B application of VR panoramic video. We often see image publicity in various places in CCTV, such as “Hospitality Shandong” and “Hometown Henan”, accompanied by a beautiful video. If these videos are replaced by VR, the effect is estimated to double.Localized operation is originally a feature of communication operators. If it communicates well with local governments and tourism departments, it not only demonstrates corporate responsibility and feelings, but also easily obtains this fee, and if it can gather panoramic video of scenery, humanities, etc. across the country, It is even possible to combine social interaction capabilities so that users can travel around the country without leaving the country. There is also the real estate industry. If you can see the VR look-and-feel room, VR look at the decoration renderings, and VR to view the rental housing facilities, there must be a lot of supporters. Through the superposition of the existing scenes, the new experience will be presented for the follow-up 2B2C, 2B2H. The realization of the market scenes will also be relatively easy to integrate with each other.
The other one is VR live. Never underestimate the power of chasing stars. If you apply VR live to the star scene, I am afraid it will be bought by fans. Because even the super VIP bit can't be closer than VR shooting. VR can even have multiple seats. For example, when a group comes out, fans can choose to see one of them. Future 5G mobile phone users will also be active video content creators, and the 5G era will make it easier and faster for them to share these content.Users are also more likely to participate. There is a blessing of cloud and AI, the vibrating, fast-handed or already on the road in the VR era.
03 The Stone of Three Mountains, South Korea's three major operators will add VR to the 5G basic package
5G has become a key battle for future technology leadership, with multiple countries rushing for 5G launches. In early April of this year, South Korean operators SK Telecom, Korea Telecom and LG U+ announced the commercial 5G one hour before the US carrier, becoming the first country to enter the 5G era. From the commercial to the present two months, although there are problems such as poor signal and high traffic flow of the user's spit 5G mobile phone, the 5G development in South Korea is very fast, and 260,000 users have been developed in less than one month, as of mid-June. It has reached 800,000. Almost 1.5 to 20,000 5G users were added every day, and it was originally expected to develop 1 million users by the end of this year.
5G era,The three operators are clearly accelerating integration with OTT Internet content. SKT focuses on cooperation with local TV stations such as KBS, and LGU+ focuses on cooperation with overseas content such as Netflix. In terms of tariffs, the 5G entry-level packages of the three operators include 8-9GB of traffic and mobile TV, and the price is 55,000 won. The remaining main and high-end three-speed packages have increased OTT and AR/VR services, especially SKT. It is reported that the VR content of Korean operators is basically free, and in order to quickly promote the scale of users, the user VR card machine is bundled through the 5G package.
(Exchange rate: July 5, 2019: 1 won = 0.0005871 RMB, the lowest package is about 323 yuan, the highest package is KT, about RMB 763; followed by SK, about RMB 734; LGU+ is the cheapest, about RMB 558)
The three major operators in Korea provide The VR/AR scenario is as follows. Each family creates differentiated features by purchasing exclusive copyrights and creating exclusive content to find 5G 2C competitive advantage.
l KT: 360 panoramic live broadcast, "5G Stadium", video call, VR social
l SKT:VR theme park "Vright", personal VR theater, holographic stadium, TV shopping 3D VR fittings
l LGU+: U+ VR, U+ AR, U+ live (baseball, idol, golf, etc.), VR games
China The tariffs do not have to be in line with South Korea, but business design ideas may be useful. According to our previous analysis of VR, regardless of Gigabit 2H, 2B breakthrough or 5G 2C landing, at least VR is a very worthwhile direction.
VR business oriented C-side business model construction is the same as OTT's pain points. How to do? The content needs to be really good and the experience is really good. If the content is good, it may take time, but if the experience is good, it will be inseparable from the operators.Because VR's dependence on the pipeline is far beyond the existing OTT video and application. Therefore, regardless of the industrial stage and demand from the development of VR, or from the operator's own network development and breakthrough goals, VR is currently a worthwhile entry point.
And with the improvement of the VR experience, it will in turn promote the popularity of Gigabit fixed network and 5G, because users have higher bandwidth requirements.
04Cloud VR is not a combination of one or two companies that need to work together
At this stage, VR has arrived to form some applications, and it has the conditions to form a large-scale commercial. In the industrial sector, the 13th Five-Year Plan of the State Council has clear VR special chapters. The fast-running regions of Jiangxi, Qingdao, Guangzhou, Fuzhou and Shenzhen all have their own regional policies. IDC forecasts show that the global AR/VR market space will exceed $20.4 billion in 2019 and will remain at 69.6% annual compound growth rate.
From consumer terminals to the Internet, from platform to content production, these areas contain a large number of sub-sectors, thus forming a huge industrial cluster. From game to culture, education to medical care, the integration of VR and many industries makes this industry chain not only have length but also depth. The maturity of industrial ecology will directly affect whether Cloud VR can be commercially successful. An industry that can be shaken by two companies. Today, there are countless companies working together, such as the VR Open Lab, which brings together more than 60 Cloud VR industry partners.
In October 2017, Huawei officially launched the VR Open Lab industry cooperation program at the Global Ultra-Broadband Summit (UBBF). Today, Cloud VR has been covered. All aspects of the industry have created the industry's first Cloud VR rendering cloud platform, carrier-class VR content aggregation platform, Cloud VR all-in-one machine, and initially built the end-to-end Cloud VR industry ecosystem, in the Qualcomm FOV Distribution, asynchronous rendering, high-definition view switching, 8K VR live/on-demand real-time transcoding and other key VR technologies continue to lead the industry, and help China Mobile Fujian, Zhejiang, China Telecom and other global operators to open the trial of Cloud VR Among them, Fujian Mobile's Cloud VR users have a monthly survival rate of more than 60%.
Attracting users, realizing business realization, or getting a new experience Or have unique value, whether it is for the industry or for a personal family.You must have a most basic model first, and then expand the different scened connections around this. Based on the two innovation labs of iLab and X Labs, Huawei called on industry partners to participate in the process of industrial promotion, and cooperated with VR OpenLab partners to carry out joint innovation around the dual G Cloud VR business scenarios in 2B, 2H and 2C: In the field of 2B, the focus is on business incubation in vertical industries such as film and television, education, and medical, and the digital transformation of VR-enabled enterprises; in the 2H field, relying on the scale effect of IPTV household users, focusing on the interaction scenarios such as education, giant screen, and live broadcast, Accelerate the application of VR in the home; 2C field, based on the construction of 5G network, focus on social and other light interaction scenarios, enabling the VR ultimate experience of individual users.
When VR does 4K to such a strong pipeline dependency, operators need to play their unique value. Even Cloud VR does not need to grow tens of millions of users like IPTV, and millions of users have the opportunity to quickly spur the existing VR industry. What you have to do now,It is to move the content to the cloud first, and try to let the people accept it. This requires Huawei's efforts, and it needs the support of operators. It also needs the industry to work together upstream and downstream!